Track: Strategy and UX

Ahava Leibtag
Aha Media Group

Content audits can be mind-numbingly boring and time consuming. They require an incredible amount of patience and curiosity. But, they are an absolute necessity for all businesses, as they manage their digital content assets.

Learn how to:

  • Distinguish between different types of content audits
  • Decide what type of content audit you need
  • Perform a gap analysis
  • Use the information you glean from content audits
  • Get creative when you encounter a wall

We will use three case studies—a major university, a healthcare client and a major publishing company—to illustrate how to make sense of content audits. Focus will be on understanding content requirements, how to present data to the C-suite and how to use all the information you learn from a content audit without losing your mind.


Traditionally, taxonomy and metadata development have existed in the rarefied realm of logic and theory. But to truly deliver against omni-channel market demands on enterprise content management, Factor has found that solid structure must be informed by an intimate understanding of business and user goals that only UX techniques can provide.

Bram Wessel from Factor is here to show you how to make your elegant information constructs consequential in the real world.

This session will demonstrate how to use activities and deliverables from the UX discipline to develop taxonomies and metadata that deliver valuable results for businesses and users now, and stand up to the challenge of the accelerating shift to an omni-channel content paradigm.

Kane Jamison
Content Harmony

Many companies are making content publishing a larger part of their marketing strategy, but not all of them have a full understanding of the pitfalls that come with the territory.

Kane Jamison will look at how content creators can apply existing risk management industry concepts to the content creation process, including setting goals, managing internal and external contributors, maintaining quality while staying on track and on budget, avoiding promotional failures, and more.

Lisa Pietrangeli Lisa Pietrangeli
ThirtySix Software

Translation is expensive and it takes a long time. On that we can all agree. That’s why it’s so important to realize that decisions you make during content development impact reusability, quality, project deadlines, and consistency of the translated versions of your content.

In this session, you will learn the importance of integrating translation and localization requirements with your company’s overall content development strategy. We will examine common experiences and discuss what tools you need, what should be included in them, how to maintain them, and how to get the most out of working with them.

You will leave understanding the What, Why, and How of these elements:

  • Component content and translation reuse
  • Style Guides
  • Terminology and glossary management
  • Translation Memory
  • Templates
  • Content and Translation review process
  • And more…

With concrete examples and practical takeaways that everyone can use to get started, we’ll discuss how to work with and maintain these tools and others that are so critical to the process. We will also examine translation project hand-off, defining deliverables, what to expect from translation vendors, maintenance of a localization knowledge base, conducting valuable in-country reviews, and multi-lingual DTP.

Don’t miss this session if you are currently translating content and need to simplify the process, reduce the cost, accelerate project timelines, and just make it BETTER!

Marli Mesibov
Content Strategist

In 2007 Rachel Lovinger said, “Content strategy is to copywriting as information architecture is to design.” But today, the fields of both content strategy and IA have grown, and practitioners face a new challenge: discovering where one leaves off and the other begins.

As content strategists we need to understand our role, but we also need to listen to IAs so that we can move from frustrations to mutual respect and communication.

In this session, attendees will learn:

  • Helpful, concrete questions to ask of other team members in collaborative settings.
  • A stronger understanding of what IA is, and suggestions of how a basic understanding of the field can benefit content strategists.
  • Conversation and brainstorming starters that can be utilized to kick off design/content projects.
Patrick Neeman

Being an effective UX Professional isn’t just about being a unicorn that can write code, create visual mockups and build wireframes: great UX Professionals creating effective products using the hard and soft skills honed after years of experience. The skills needed that varies from organization and organization, and even from project to project. UX Designers need to tailor their skillset based on the context of the situation.

The session will cover both the skills needed to be an effective UX Designer in almost any organization. Discussed will be the hard skill spectrum may differ by the type of organization of project, what a T skill set is and why it’s important to hiring managers, and strategies how to market their own skills more effectively.

Also covered is what’s never stated: soft skills that are essential to being UX Designers job in almost any organization, These skills are never listed in a job description as a requirement or taught during a college course, but are needed to push an effective design through any organization.

Troy Parke
Big Fish Games

Everyone working on a project has an impact on the end customer and intends to focus on the user experience. Delivering an engaging and usable product or service to customers however, is a journey. As a UX professional, you need to partner effectively with product owners, engineers, executives and other key stakeholders before your work will ever reach the end users you are designing for.
This session will cover how to identify who the key stakeholders in a project are, understanding their perspective and covering tactics for successfully partnering in a UX strategy. How do I help decision makers “get” UX? What is the number one problem stakeholders have in evaluating design? How do I get stakeholders to value research?

Themes and techniques include: working backward from the customer, focusing on the problem instead of the solution, applying your UX research skills to stakeholders and shifting the perception of UX from service to strategy.