Content First UX
Steph Hay

Breaking Development Conference – Nashville – July 2014
Conference Session: Content First UX
Steph Hay

Steph Hay presented a fresh approach to web site design by way of defining all of the content and information architecture up front, before you make the first wireframe or comp. The result is an outline of the site’s IA, which resembles a sitemap but is a complete definition of the site and actual copy. This reverses the typical process of adding content after design.

The process follows a user journey/dialog that is approached as a conversation. Elements of gamification are used to help the user seek goals and reinforce the learning experience along the way. Hay spent time in her presentation on this aspect of the process, which I cannot do justice here – but it’s important to the process. My main takeaway is her rethinking of the site development process. Putting content first makes absolute sense if we believe that content is the foundation of website experience.

My Notes:

  • Content First: Create the content and information architecture first, without tradition wireframes and other design techniques. This is a design-agnostic methodology.
  • Feels like a conversation. Promote user engagement.
  • Write all the content and structure in an outline [yields sitemap byproduct].
  • Greatly speeds up the overall a development process by improving front-end definition time.
  • Note: more than one speaker stated a ratio of ~3-to-2 | definition-to-build/activate.
  • Content First is inherently low risk, low res, and low cost. Promotes greater collaboration and helps define the end result more quickly without getting bogged down in design (speculative) considerations. Will result in faster overall development and launch.
  • Use with analytics to determine audience and solve the right problem.
  • Make a content workbook.
  • Language Boards: Core messaging; Choose Your Own Adventure style.
  • Ben &Jerry’s content written from a single statement/tag line.
  • User is Hero; Iterate until you win.
  • Conversation rather than structure. Hero journey; next steps…

Book reference: Make It Stick: The Science of Successful Learning (not Made to Stick) – some degree of difficulty in learning improves retention; applies to user journey as well.

Other conference notes on Steph Hay at BDCONF can be found at: http://www.lukew.com/ff/entry.asp?1899

Steph Hay on YouTube | How Two Startups Used a Google Doc to Plan Their User Interface


“Content Defines Structure, not the other way around.”
~Steph Hay