Content: The Water of Web
Content can be many things and is often perceived differently from one organization to the next. I’ve found that there are lots of ways to explain what digital content is, but one of the best analogies I’ve come up with is to liken content to the water. Whether it is for clients or designers, the similarity can be explained on a few levels, making it a vivid way to describe what is often a complex compilation of headlines, images, and words.
Clients (or content creators)
When creating content, think of it as giving a drink to a thirsty passerby. They may not stay forever, but it’s your job to make sure they consume enough the water to meet their expectations and that they can walk away feeling satisfied. One of the biggest mistakes I see with content creation is that the provided content doesn't meet the users' expectations. In other words, don’t give the users a river full of content when they’re expecting a cup and, on the other side of the spectrum, don’t provide them with an eyedropper’s amount when they’re looking for a gallon. I know it sounds hard, but lucky for you there is a science to it.
A few Questions to ask that'll get the water flowing:
? Who will be consuming the water?
? How will the water be found?
? What is the source of the water?
? How much do we have to work with?
? Is there a record of who’s been coming to consume the water?
? Should it be purified before it’s given out?
? How much water should we provide?
? Will the water be refreshed as not to get stagnant?
Designers (UXers and Web Designers alike)
Great digital design is like a well-designed water bottle. Think of digital design as an opportunity to create a hassle-free convenient, method for people to consume content. A bottle’s purpose is to house and to pour the water for the user consume. Think of the various questions you would have before embarking on a bottle design. Also, think about why someone would choose a bottle over using say, his or her hands.
A few questions to ask:
? How much water is the bottle supposed to hold?
? Specifically, who will be using the bottle?
? How can we get the water to the user in a way that is simple, convenient, and effortless?
? In what ways can the bottle aid in delivering the water?
? What is the appropriate size for the bottle?
? Are there specific functions the bottle should have (twist off lid, spout, external extensions, etc.)
? How should the bottle feel in the user’s hand?
? Why would someone choose your bottle over another?
By no means is this an exhaustive list of questions. There are lots of other questions to ask, and I know my analogy falls short in certain areas, so I cannot say it’s an exact 1 to 1 match, but the idea is to get the content center stage and let it be the superstar. Let’s let it flow.
Now, go back through and replace all the areas that say “water†with “content†and replace the example of the water bottle with a website or digital experience. It’s fun to see where it matches up fairly well and where I completely missed the mark.
I wish you “wellâ€â€¦pun intended.
Growth & Community Lead at Focusmate
9 å¹´Good stuff Ben! This is user-centered design, but applied to content. The thing I see all the time is when a company starts from: "what do we want them to know?" They then write that and publish it. Better to ask: what will the readers be looking for? What will they expect when they hit this page? What don't they know that we could share with them?
Experience Design Leader | Bridging AI & Human-Created Design | Knowledge Management Innovations
9 å¹´That was a refreshing sip for the morning!