Using UX/UCD methods to create a content strategy

Date

2020-05

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Abstract

Content strategy focuses on governing content throughout its lifecycle: from the conception of ideas to the archival or deletion of that content. Right now, the literature discusses in abundance the information we need to collect and the decisions we need to make to create an effective content strategy. However, we do not have much research on how we should collect that data nor do we have detailed examples of how professionals have created a content strategy. In my study, I explore whether a user experience/user-centered design (UX/UCD) methodology will allow me to create an effective content strategy for an academic website. Specifically, I answer the following question: how can faculty, administrators, and other website writers use a UX/UCD methodology to develop effective, strategic content on the academic pages of a technical communication/professional writing program? A UX/UCD methodology provides methods and approaches that should answer the questions that lead to an effective content strategy. My study uses Garrett’s planes (2011) to guide the RABBIT process (Still and Crane 2016) in creating a content strategy for a professional writing program at a small, Midwestern university – specifically focused on that program’s academic website. After going through the process, I conclude that a UX/UCD methodology was extremely effective in creating a content strategy and more writers should explore how they can incorporate these methods into their work.

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Keywords

User experience (UX), User-centered design (UCD), Content strategy

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