Substance and structure

- With a solid understanding of the people that make up the target audience for the project, it's time to start thinking about the content itself. In this chapter, we'll focus on the questions, what, how, where and with what? What we're really talking about at this stage is substance and structure. What are we publishing? The content itself or the substance. And how, where and with what are we publishing it? The structure. In this stage of the process, we're building a new layer on our ball that wraps around the core of people, motivations and goals.

This layer has two parts. First, analyze new and existing content to make sure the substance of the project meets the motivations and goals of stakeholders and their audience, and second, create a map of the content that needs to be written and produced, along with the structures to present the content in the easiest, most accessible and most meaningful way. In this process, we'll use the personas and empathy maps as a foundation to map out content, information architecture and activity flows.