You can design the best user experience in the world. It can be beautiful, intuitive, engaging - but if you don't have content - the right content, enough content, semantic content - to go along with that UX, the whole experience can fall flat on its face. The metaphors we use are often wildly inaccurate, and grossly misleading. It's nothing like "chocolate and peanut butter". It's more like oven and baking. UX designs and delivers the oven, and then the bakers bake cakes day in and day out. Cakes are consumable and perishable, and users have an unending appetite for it, in all its varieties.
At the end of the day, the job of the design, the interface, the code - it's all there to deliver content to users. Content is how users understand our instructions, our products, our stories, and our brands. And if content can't be poured into our interfaces like cake batter into an assembly line, at some point the system will fail.
Enter ContentOps. It's the companion operations model to DevOps, DesignOps, ResearchOps, and UXOps. The idea behind having an operational model, no matter what the profession, hinges on a few common principles: reducing friction through automation, repeatable processes, system reliability, and monitoring results to gather insights.
It's one thing to hand-craft content and bake it into interfaces or shunt it into silos. But that only works for small-scale operations - the mom-and-pop shop, to stretch our bakery metaphor. What happens when you have to produce more and different content, to deliver in concert with product deliveries, changes in the marketplace, and to keep up with the competition? For content, in particular, it means being able to scale. The needs of content are unique in that it gets versioned and revised on a regular basis, and the risk that some content gets forgotten can be more than an embarrassment but pose a very real risk. Managing content throughout its entire lifecycle, across a wide range of content types, and including its many iterations, takes a strong operational model. That makes a good argument for ContentOps, allowing content to be created, delivered, managed, and iterated efficiently and effectively.
ContentOps has been operating under the radar for a long time, but for a range of reasons, it's been marginalised in both the UX and content communities. This presentation introduces ContentOps as an emerging area of practice, particularly in the increasingly complex environments where the entire design team is expected to support delivery of personalised and omnichannel content and content for bots and IoT.
By the end of the presentation, you will:
- Understand the framework and underlying principles of content operations
- Recognise the benefits of content operations for both UX and content professionals
- Identify ways of incorporating content operations into a project
Another hands-on presentation with presentations, discussions, exercises and introduction to an exciting new UX design topic.
Let’s get together to collaborate, share and create.
I look forward to another UX Playground event and hope you will be joining us.
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