在这个视频中，我们将采用我们和丽贝卡和她的团队讨论过的内容，以及我们讨论过的内容策略。我们将为海耶斯谷室内设计开发一个内容策略。我们将分两部分来完成，我们将从我们的用户故事开始。谁会来这个网站，然后我们会建立一个信息架构。这就是组织哪些内容将包括，哪些内容将不包括在网站上。让我们从用户故事开始，我们将使用与前面相同的模型。三个部分，作为一个人我想学习或做一些事情，这样我就可以实现一个特定的目标。用户有一个意图，我们的内容策略就是帮助他们克服实现这个意图的道路上的障碍。
所以，谁会来到海耶斯谷室内设计的网站，因为这个网站是商业本身的数字代表，问题是谁会来到海耶斯谷室内设计的时代。实际上，是问号，因为我们在寻找答案。第一部分本质上是为整个业务定义我们的目标人物，暂时不考虑网站。记住，网站毕竟是企业的虚拟代表。现在，第一个问题。我们可以设置房主，但有时我们可以有多个角色。从与丽贝卡的交谈中我们知道他们为住宅客户服务，但她提到了两大类。她提到了装修和新住宅建设。因此，让我们探索这两种路径并分别创建用户描述。我们为什么要这么做? Because, by creating unique stories for each persona, each kind of client or customer, we can look for overlaps, and we can look for distinctions. So, two personas, how about the next part. What do renovators, homeowners who are coming to the business for a renovation project, what are they looking to learn or do? We have a bunch of options here. What’s the motivation for our client’s clients to explore this business. One option is to learn about the process; they’re renovating their space and they want guidance. They want a professional, and they want to know what’s involved. Another thing they might want to learn about is price. Maybe they’ve already gotten quotes from other designers, and they’re looking for a specific price range. A third option is they're just looking for a great interior designer, and they want to validate that this is a great interior design firm. How do they do that? This goes back to trust and authority. And those things can be established in a number of ways. If they’re looking for a great interior designer, sometimes the best way to do that is to get out of the way and show great interior design. That’s it. Design done. End of content strategy session.
史黛西说不。好的。问题是，她说得对，问题是没人知道自己在做什么。也许他们是室内设计师，但从外表上看，他们可能是家具制造商，或者一个非常好的摄影师。我们马上就会更深入地了解。但为了解决这个问题，我们有三个选择。还有其他的，但我们只关注这三个想法。一个正在装修房子的房主可能会有的想法。它们都是有效的，但我们在内容中要关注的是，这是主要的焦点，是设计本身。我们要做的不仅仅是一张照片。 The reason we want to focus on the design is because it’s central to the other options too. Nobody’s going to care about the process, or the price if they’re not inspired by great interior design work. We can still add content about price and process, but focusing on the work they do to build that trust and authority, that’s the way to make it happen.
如果这是第二部分，那最后的意图是什么呢?对于海耶斯山谷室内设计，人们期待实现什么?人们可能在寻找自己的灵感。说真的，这通常是人们访问室内设计网站的最常见原因。他们想要得到启发。很多时候，他们是在浏览网页寻找灵感，也许是他们自己做的一个家庭项目，但我们必须达到一个平衡，既适合房主，也适合企业。而且企业可能不会从访问网站观看室内设计作品图片的人身上看到直接价值。因此，一个更适合商业的目标可能是:装修他们的空间的房主想看到美丽的室内设计工作，所以他们可以自信地选择这个室内设计师。这就是他们想要达到的目标。当我们把这个用户故事发展成一个实际的网站时，它可以帮助我们的过程。 Let’s look at the other one. Homeowners building a new home. Again, we’re looking for overlaps and distinctions. And we’re doing this to discover whether it makes sense to organize our content into two different paths, one for homeowners renovating and another for people building a new home, or it might make sense to combine the two personas. For homeowners building a new home, these people might have similar thoughts and reasons for seeking an interior designer. And it could be because they want to learn more about the process, or the price, or maybe they want to see that the interior designers here do great work. That’s a lot of overlap. What are the distinctions? Well, the consultation location could change, but is that distinction relevant? On our call, Rebecca mentioned that a junior designer from her firm goes out to take measurements. If one of Rebecca’s clients comes to them building a new home, what if they do that so early in the process that there’s nothing except an empty plot? No structure, no home to measure. Well maybe the homeowner can provide blueprints and they’ll do the meeting over in Hayes Valley. It’s not really a major distinction. What about the goal, the ending intention? Well, new homeowners just like existing homeowners want to confidently pick a designer to work on their new home project. So, this exercise is really important. Sometimes this is what we end up with, two personas that have really similar intentions. Sometimes the distinction isn’t important enough to create separate content for each persona. But, that’s the user story we’re going to go with. As a homeowner, I want to see great interior design work so that I can pick this interior design firm with confidence. That’s our user story. Let's turn this into something we can use for our information architecture.
现在很多内容战略家和用户体验设计师喜欢使用这个术语，信息架构。虽然这听起来像是随意的行业术语，但它很好地描述了我们正在做的事情。我们的内容，网站上的所有信息，都是有架构的。它将根据我们的用户故事来设计和制作。那么，我们如何应用它呢?我们如何开发正确的信息体系结构，以及该信息体系结构如何为我们的内容策略提供信息?更重要的是，我们一开始为什么要做一个?信息架构是改变生活的，因为它们建立在协同的概念上世界变得越来越小，你知道吗?这是行业术语。
但即便如此，让我们看看如何根据我们的用户故事组织这些内容。所以，一切的中心，起点，就是主页。从主页我们可以链接到我们的另一个顶级页面。有时，我们把主页看作一个轮子的中心，它的辐条延伸到网站的所有主要区域。这些主要领域是什么?如果我们的目标是突出优秀的设计，那我们就先突出优秀的设计。一个作品集，或者一个工作页面，其次是过程。现在，我们可以在投资组合中包含有关过程的信息吗?当然可以，但我们的目标是要找出最常见的问题，先发制人地解决客户的问题或担忧。我们知道宣传他们的作品是我们目前的首要任务。这就是他们所做的，但我们也知道人们可能会对这个过程有疑问。他们就是这么做的。 And, if process is the how, then the who is the team behind the work. We want to show who’s involved in running the team, and who’s involved in designing these interiors.
常见问题解答呢?我们可以添加一个FAQ，这样我们就可以在内部组织常见问题，但大多数问题我们可以在内部处理。我们以后可能会添加一个，但是现在，让我们把FAQ从这个列表中去掉。最后，我们想让网站上最重要的东西浮出水面，一种联系的方式。我们会经常这样做，我们可以多次提到这一点，但让我们解决一些具体的丽贝卡在电话里说的事情。格里姆，能重赛吗?
[McGuire]所以你的网站的目标，假设你为你的设计公司建立了一个新的网站，主要是为了获得客户?
(Rebecca)是的。
(McGuire)。
所以我们在电话里谈的事情真的很重要。从海斯谷室内设计的角度来看，该网站的目标是获得客户。但这是真的吗?网站本身也扮演了一个角色，但你可以说，你是对的，这不是网站做的事情。这个网站没有客户。丽贝卡和她的团队有客户。这是一个重要的区别，它在很大程度上推动了内容的发展。如果该网站获得客户，它将收集测量细节，它将直接向客户提出服务建议，它将要求信用卡信息或支付，但它实际上不做任何这些。应该吗?可能不会，因为网站的目标比这要直接得多。 The goal of the site is to get clients to reach out, to contact the interior design firm. And, there are a few ways to do that. It could be a phone number, maybe they want to call. It could be an email, Rebecca really likes the contact form process. Maybe they want to send a certified letter, probably not, but we should probably include the address anyway. So, that’s our top-level information hierarchy. We’ll add to it, but these get turned into top-level pages. But for now, we’ve covered the user story and the top-level information architecture for Hayes Valley Interior Design. Up next, we’ll expand that information architecture by deciding what content goes on each page.
