USER-CENTERED TOOLS FOR CONTENT PLANNING Customer journey maps. Ecosystem maps. Storymapping. User stories. Personas. There are so many great tools available for user-focused marketers and strategists that it can be hard to know which to use when. And some of them never seem to fit quite right when you try […]

USER-CENTERED TOOLS FOR CONTENT PLANNING

Customer journey maps. Ecosystem maps. Storymapping. User stories. Personas. There are so many great tools available for user-focused marketers and strategists that it can be hard to know which to use when. And some of them never seem to fit quite right when you try to apply them in your own organization. Why not create your own? In this workshop, you’ll bust apart popular tools for describing users and understanding their journeys into their common patterns and components. You’ll begin to see the method behind the magic and leave equipped to choose, adapt, remix, and/or invent just the right tool for focusing your content on the people who really matter – your users. This workshop is for people who are trying to understand their users better, or who are struggling to find tools that work to capture unique audiences.

TAKEAWAYS:

  • A better understanding of available user-centered planning tools
  • A new framework for understanding and representing your users
  • A foundational understanding of how to create a user-centered planning tool
  • New ideas for getting at what users really need from your content
 

PRESENTER

Scott Kubie is a designer and digital strategist living in Minneapolis, where he works as Lead Content Strategist at Brain Traffic. He is the author of the upcoming book Writing for Designers (A Book Apart). His first bit of published writing was a fan letter in the LEGO catalog. Scott can be found online at http://kubie.co and in person at various grungy rock clubs around the Twin Cities.

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