Business: Content Development

How do we know whether content is any good? This simple question does not have a simple answer. Yet, I think having a good answer would help us show our employers and clients why their content needs to improve and how their content compares to the competition’s. As a start toward an answer to this question, I offer a set of content quality checklists for seven different lenses through which we can view content. I see these checklists as the groundwork for content heuristics, which would enable us to do heuristic evaluations and competitive analyses efficiently. With good content heuristics, we could make a case for better content without painstakingly doing an analysis of all of the content up front. Imagine, making a case for better content quality in a few hours instead of a few weeks.

Many interactive projects address content quality only through a style guide. A style guide is helpful, but it isn’t enough. One problem is that a style guide often emerges at the end of an interactive project, capturing how a team handled certain content issues and how they intend to handle them moving forward. That doesn’t help much during the project. Another problem that often occurs is a company neglects maintenance of the style guide going forward. (For information about living style guides, read Letting Go of the Words by Ginny Redish. [1]) Finally, many Web style guides I’ve encountered address word choice, brand voice—and that’s about it. The scope of content quality is much broader. Read More

What happens when a site has to appeal to a wide range of people? How do you sort out their different usability requirements? Will they conflict, and if so, how do you prioritize them?

Working on a new Web site to provide information about admission to The Open University (OU) in the UK, Ian Roddis, who is in charge of the OU Web strategy, issued a challenge: How can we make sure that the site will provide the right information in a format that will be useful and usable?

Earlier user research and usability tests that Caroline Jarrett and I had done had shown that users were having trouble learning about the OU’s special form of distance education on the existing site. To solve this problem, we wanted to make recommendations for the style and format of the information as part of our design. Read More

An intranet has the potential to unify a corporate culture, emphasize core company values, and develop a sense of community among employees, in addition to its basic function of providing access to documents and procedural information. Unfortunately, some intranets have simply grown organically, as collections of disjointed Web sites for different departments or document repositories for particular workgroups.

The key to intranet success is to provide value to employees and give them a reason to visit the site repeatedly. One of the primary ways to achieve this is to connect employees with the people and groups with whom they need to collaborate. Workgroups, or communities of practice, provide the basis for a living, growing, vibrant space in which people can access the information they need, share best practices, and contribute to a shared knowledge base. This article discusses the role of communities of practice within organizations and provides a framework for planning research and design activities to maximize their effectiveness. Read More