Adaptive Content Design & Modelling
Design content like a product. Because it is a product
Content design is a formal methodology for research, user needs analysis, channel and journey mapping, language and standards definition, creation, sharing, and iterative delivery and improvement. It is a proven method for everything from UX copy to web writing to fueling the most advanced and adaptive omnichannel content personalisation solutions.
Content design means: Audience first, channel last
Content is a product. Content design means: Audience first, channel last Content is a product. Using a channel-last content methodology can be counter-intuitive for many experienced professionals, but content design uses proven methods to first focus on where value can be added to the audience and their needs can be addressed.
Channel experiences are then layered in with a focus on optimising implementation for the role, goals, and capabilities of each channel or format.
It begins with the right research
Urbina can bring our own specialised methods or integrate your existing materials. Often, it’s a combination of both.
We can then facilitate the process all the way from prototypes to full enterprise roll-outs.