Journey mapping for content strategy

Breakout

Higher education is one of the most complicated industries when it comes to identifying an information architecture and helping multiple audiences across a plethora of user flows. Journey mapping is one key activity that can help design and content strategy teams better understand any complex site.

In this session, you’ll learn how to:

  • Understand goals and tactics, and how the touch points within a journey connect to those goals and those tactics.
  • Look for opportunities within the journey—touch points that don’t yet exist, pain points along the journey, and places where the user has a choice to make.
  • Consider the role of personas within a journey.
  • Move from creating the journey to the next steps, such as creating the content strategy itself, and collaborating with designers on things like site maps and wireframes.

Who should attend: Content strategists and copywriters who are interested in improved experiences on higher education websites.

About Marli Mesibov

Marli Mesibov is the Director of Content Strategy at the digital UX agency Mad*Pow. Her work spans strategy and experiences across industries, with a particular interest in healthcare, finance, and education. She is the managing editor at UX Booth, and a frequent conference speaker. Marli can also be found on Twitter, where she shares thoughts on UX Design, content strategy, and Muppets. You can learn more about her and her work at http://marli.us

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