Foundations of UX: Content Strategy
with Morten Rand-Hendricksen
Stage 1:
Users, Motivations, and
Goals
Identify and understand stake-
holders through interviews and
research.
Identify business goals, project
goals, and measures of success.
Define an audience based on
gathered info and existing plans.
Find and explore contexts that
impact the behavior of the target
audience.
Develop fact-based personas
based on user interviews and
research.
Extend personas with empathy
map exercise involving the
project team and stakeholders.
Foundations of UX: Content Strategy with Morten Rand-Hendricksen
Stage 2:
Analysis and Structure
Perform a Quantitative Content
Audit accounting for every piece
of content that exists or will exist.
Perform a Qualitative Content
Audit to review every piece of
existing content for relevance,
value to the project, and value to
the target audience.
Develop detailed content
models for each distinct type of
content.
Establish scenarios and activity
journeys / flows for personas and
contexts.
Map out Information Architecture
and wireframes to establish
content structure and hierarchy.
Stage 3:
Guides, Templates, and
Workflows
Establish the Voice and Tone of
the project based on company
guidelines and desired level of
interaction.
Create static or dynamic Style
Guides for all relevant compo-
nents of the project.
Build out examples of all content
types and edge cases to be
referenced by designers, devel-
opers, and content creators.
Build templates for content
creation and management.
Map out Workflows for content
creation, management, and
governance.
Stage 4:
Creation and Management
Establish clear leadership struc-
tures and hierarchies within the
content production team to
identify who is responsible for
what, and where the buck stops.
Recruit and train content con-
tributors, and establish a sense
of ownership of the content and
project throughout all levels of
the organization.
Get management and other
decision makers on board with
the project to ensure proper
financing and staffing.
Establish methods for measuring
success, and generate clear and
factual data on how the project is
benefitting the organization and
the target audience.