Research, Listen, Write: User-centered Storytelling Techniques

In Digital Strategy (Track) by Estela Rueda

Accountability, transparency and reliability are critical to the success of any organization. As part of its own work to strengthen its transparency with stakeholders, the Chesapeake Bay Program—a partnership of government agencies, academic institutions and nonprofit organizations that leads the protection and restoration of the Chesapeake Bay—has taken a forward-thinking, user-centered approach toward communicating the results of its work to restore the nation’s largest estuary. In this workshop, two web content strategists will show how their small team defined target audiences, conducted user research and crafted effective web content to tell the story of Bay health and restoration to two very different audiences: students, teachers and the interested public; and federal, public and internal oversight groups. Attendees will learn how targeted communications can help them work smarter, gain confidence in telling only those stories their audience wants to hear and be exposed to leading research, writing and testing techniques. To engage in hands-on learning, participants will practice one-on-one stakeholder interviews; brainstorm web content that could satisfy various user needs; arrange web content into an information architecture; and turn design ideas into wireframes.

Catherine Krikstan &
Stephanie Smith