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WINNING WITH
CONTENT
the NCAA.com redesign story
Klemens Wengert

klemens.wengert@turner.com | @kwengert1
!
Hi I am Klemens,
I work for Turners internal consulting team on all of the Turner Brands CNN, CNN Money, TBS, TNT, etc.
I also work support the HCI program at GA Tech, and UX Mentors
!
Lets ﬁrst go over what the NCAA is and what its relationship is with Turner
!
As you can see that is my picture down there and of course I would like to continue the conversation on twitter or email. however, if you follow me you will
see a lot of UX rants and A LOT of pictures of my son Thor (because I am one of those )

Klemens Wengert

As I said Prodigious amount of photos of Thor
But he is not here just to delight me and hopefully you, research indicate… that his presence will get you to rate this presentation more favorably :-)

Klemens Wengert

AGENDA
• Definition of UX Strategy
• The NCAA Example & Solution
• Accelerating the Innovation of Your Team
• Key Take Aways
• Q+A
So lets go through the agenda

Klemens Wengert

UX STRATEGY?
A Process of Aligning the User Experience to the
Business Strategy
What is UX strategy, it is a way of developing guiding principles for UX that support the business strategy.

Klemens Wengert

SMART BUSINESS GOALS
• Simple
• Measurable
• Attainable
• Relevant
• Tim Bound
How do you write smart business goals if you do not get any from your business team

Klemens Wengert

SEASONS
CHAMPIONSHIPS
DIVISIONS
Who is the NCAA? they cover 3 seasons over 30 sports in 3 divisions with mens and women's series for 1300 schools. the content is wide.
!
Stakeholder interviews:
Business wants - Sponsorship and traffic generation
Editorial wants - Pigeonholed in the a layout, no champs, sports, schools
Design wants - More consistency and a better design framework

FLEXIBILITY
Klemens Wengert

SOLVE FOR
Flexibility becomes the guiding principle that solves the problems for all groups.
The Content blocks big idea is to adapt to the space that is given.
Business team gets their sponsorship ops in there, the editorial team can rearrange the layout at any time, design team can focus on creating more content
tiles instead of making one offs.

Klemens Wengert

150x300
300x300 300x600 300x900
600x600 600x900
900x1200
900x900
150x
150
TILE SIZES
All content types such as articles, videos scores schools etc. that are featured on NCAA.com needs to exist in a multitude of different sizes. to be able to
be rearranged

Klemens Wengert

LAYOUT SAMPLES
grid example

Klemens Wengert

LAYOUT SAMPLES
resized grid example

Klemens Wengert

LAYOUT SAMPLES
so here are all the different sizes, but as we all know wireframes do not make for great presentation material, so lets look at what the system looks like
when our friends in visual design have taken a pass.

Klemens Wengert

show of the different modules and how the page was constructed

Klemens Wengert

But what about other devices? Cover the eco system problem - a ever expanding system of devices and consumption processes
at this conference you see people with glass, pebbles, smart watches and phones of every size.
there will be more devices. and for this you again need ﬂexibility.

Klemens Wengert

Example of the mobile site for the NCAA and the mobile app:
By creating a system that helps display the content you increases the velocity of all parties as they can focus on solving for the device of channel as
opposed to setting up a system.
this sets the brand up for a future where they can provide designs for the next device, whatever it may be.

Klemens Wengert

Example of how your coworkers can invent new ways of using the content in different ways. this is a application of the NCAA content blocks used inside of
the March Madness on Demand Apps.

ACCELERATE 
INNOVATION
Klemens Wengert

You heard Kelly and Julie talk about the cross functional teams this morning
here is where it comes together. If you focus on creating a system inside of which the content lives you are empowering your coworkers to invent new ways
of using the content.

Klemens Wengert

WHY IS THIS IMPORTANT?
it will also Increases the velocity of the team as they are mor connected to the product. You unlocks creativity of the team and it sets the brand up for a
future next device

Klemens Wengert

KEY TAKE AWAY
Think content first to future proof 
Modular content increases team velocity 
Control the system not the usage 
recap

Klemens Wengert

THANK YOU
Klemens Wengert

QA

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Winning with modular content, the redesign story of the NCAA - UX Strategy Summit 2014

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