Join Morten Rand-Hendriksen for an in-depth discussion in this video Users, motivations, and goals for the project, part of UX Foundations: Content Strategy.
- [Voiceover] To get a better understanding of the concepts we've covered in this chapter, let's take a look at what the final deliverables for the users' motivations and goals stage might look like for the example project core resource. In the project files, you'll find relevant content for this stage. To start off, identify the stakeholders for the project. These have been split into three sections and displayed in order of importance. The executive section, the outwards facing section, and practical section. All the parties in each of these sections need to be consulted during the content strategy process.
And the value and importance of their participation and sign on increases the higher up on the list they are. So the owners, sales department, and editor in chief are more important than c-level managers, marketing, and content manager, and so on. In interviews with the different stakeholders, I established the message the project communicates as well as what success means for the project. And what realistic and measurable goals were in place at the onset. In addition, I documented the business goals and tactics, as well as the project objectives and requirements to establish a baseline for the overall project.
These elements will serve as both the point and frame of reference as the project moves forward. Based on business and project goals, as well as interviews with stakeholders and potential customers, I've drawn up preliminary primary, secondary, and tertiary audiences. Note there are two different types of audiences here. People looking for trainers, and trainers looking for clients. As the project moves forward, it may be beneficial to expand this list to include more varied groups of audiences. But in the initial launch stage, this will suffice.
Based on the defined target audience, I performed interviews with people looking for personal trainers both in-person and through an online form. The results were collated into three personas, which can be found in the CR: Inventory, Models, and Personas spreadsheet. I like keeping these pieces of data together in a spreadsheet for future retrieval because they're easier to manage and collaborate in. We'll look at the inventory and models sheets at the end of the next chapters. For now let's focus on the personas sheet. The personas for a core resource are the three most common archetypes I found in the user research, and all relevant information about them is displayed for easy comparison.
To further expand the personas, I created empathy maps for each of them. Only one of which is provided in the example files. The empathy maps gave me a better understanding of the context and environments the target audience is in when thinking about personal training and resulted in a shift of relevant persona spectrum context from age and fitness level to primary goal, which you see here, and financial burden for getting a personal trainer. Before you continue to the next chapter, dig through these materials and take a look at how I've put them together for a core resource.
Exactly how you choose to present this data will depend mainly on your own preference. I prefer placing complex data, like personas and spreadsheets, while more visual or point-based data typically goes in a slide deck. How you choose to proceed is up to you. In the exercise files, you'll find blind templates for all the documents you've seen in this movie, ready for you to fill out with your own users, motivations, and goals.
Learn the four elements of constructing meaningful content, from identifying your audience and structuring and wireframing content to developing content guidelines and measuring the success of your efforts. Author Morten Rand-Hendriksen also shows you how to develop persona spectrums to better understand your users and evaluate the needs of important stakeholders and influencers.
- What is content?
- The components of content strategy
- Identifying stakeholders and audience
- Developing user persona spectrums
- Auditing your content
- Building guides, templates, and workflows
- Creating the content
- Measuring success