Rosenverse

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

DesignOps and Content Strategy: Envisioning the Future Together
Gold
Friday, October 1, 2021 • DesignOps Summit 2021
Share the love for this talk
DesignOps and Content Strategy: Envisioning the Future Together
Speakers: Natalie Dunbar
Link:

Summary

Whether you have an established DesignOps team, or you're just getting started, learn how creating a structure where content strategists operate can go a long way in supporting the strength and longevity of your practice. Learn about the components of the content strategy practice blueprint, how to measure content strategy maturity and understanding within your organization, and determine the best way to incorporate the discipline of content strategy into your future state goals.

Key Insights

  • Content strategy is an essential, integral part of design ops, deserving a clear seat at the table alongside design and development.

  • Scaling content strategy requires a deliberate blueprint with components including business case, relationships, frameworks, right-sizing, and success metrics.

  • Making a strong business case for content strategy can happen organically, from client need, or via internal champions.

  • Building strong cross-functional relationships ensures everyone understands and values the impact of content strategy on their work.

  • Creating process frameworks like RACI charts or service blueprints clarifies responsibilities, dependencies, and handoffs involving content strategy.

  • Right-sizing the content strategy practice involves planning beyond current projects to anticipate future demands as design ops grow.

  • Establishing meaningful success measures includes team-level objectives and service level agreements, not just project-level KPIs.

  • Persistent principles for scaling content strategy include continuous education, shared success tracking, community engagement, and preventing burnout.

  • Content strategists should be included from project kickoff to assess content needs early and maintain flexibility throughout the process.

  • The role and title of content strategists are evolving, with many adopting terms like content designer to reflect broader UX and design responsibilities.

Notable Quotes

"We all have a seat at the design ops table and a vested interest in success."

"A blueprint is required to scale content strategy safely and sustainably as part of design ops."

"Making the business case begins by identifying the need and showing how strategic content adds value."

"Building strong relationships ensures every team member understands how content strategy impacts their work."

"Creating frameworks helps identify responsibilities, dependencies, and critical handoffs across disciplines."

"Right sizing the practice means intentionally planning for future expansion beyond current projects."

"Establish success measures that show how content strategy contributes to design ops beyond individual projects."

"Always be educating clients, stakeholders, and team members about the value content strategy brings."

"Content strategy should be at the kickoff to determine the needed level of involvement early."

"Whether called content strategist or content designer, the focus remains on creating human-centered UX experiences."

Ask the Rosenbot
Todd Healy
Driving Change with CX Metrics
2023 • Enterprise UX 2023
Gold
Sofia Quintero
The Product Philosophy Behind EnjoyHQ
2021 • Advancing Research 2021
Gold
Ilana Lipsett
Anticipating Risk, Regulating Tech: A Playbook for Ethical Technology Governance
2021 • Civic Design 2021
Gold
Francesca Barrientos, PhD
You Need Your Own Definition of Design Maturity
2022 • Design at Scale 2022
Gold
John Cutler
The Alignment Trap
2023 • Design in Product 2023
Gold
Jacqui Frey
Setting the Table for Dynamic Change
2019 • DesignOps Summit 2019
Gold
Nicole Bergstrom
AccessibilityOps: Moving beyond “nice to have”
2024 • DesignOps Community
James Lang
If you can design an app, you can design a community
2025 • Rosenfeld Community
Yalenka Mariën
Designing for Digital Inclusion in the Belgian Government
2021 • Civic Design 2021
Gold
Bob Baxley
Theme 4: Discussion
2024 • Enterprise Experience 2020
Gold
Bria Alexander
Opening Remarks
2023 • DesignOps Summit 2023
Gold
Louis Rosenfeld
The Rosenbot and the Rosenverse: An AMA with Lou Rosenfeld
2024 • Designing with AI 2024
Gold
Billy Carlson
Ideation tips for Product Managers
2022 • Design in Product 2022
Gold
Sarah Gallimore
Inspire Progress with Artifacts from the Future
2022 • Civic Design 2022
Gold
John Taschek
Making People the X-Factor in the Enterprise
2018 • Enterprise Experience 2018
Gold
Caroline Jarrett
Have fun with statistics?
2024 • Rosenfeld Community

More Videos

Doug Powell

"Everything is a prototype."

Doug Powell

Closing Keynote: Design at Scale

November 8, 2018

Mila Kuznetsova

"Giving parents something meaningful to do during sessions helps keep them engaged and supportive."

Mila Kuznetsova Lucy Denton

How Lessons Learned from Our Youngest Users Can Help Us Evolve our Practices

March 9, 2022

Sarah Gallimore

"What if I said that this was actually the assignment: to write an essay using AI, helping students become familiar with translating their policy intent through AI?"

Sarah Gallimore

Inspire Progress with Artifacts from the Future

November 18, 2022

Lada Gorlenko

"The ultimate measure is bringing value so people invite you back to work with them again and again."

Lada Gorlenko Sharbani Dhar Sébastien Malo Rob Mitzel Ivana Ng Michal Anne Rogondino

Theme 1: Discussion

January 8, 2024

Alnie Figueroa

"Nobody can predict where we’re going, but we can choose to shape the future."

Alnie Figueroa

The Future of Design Operations: Transforming Our Craft

September 10, 2025

Landon Barnes

"Every board member can interpret an NPS score differently depending on their role and responsibilities."

Landon Barnes

Are My Research Findings Actually Meaningful?

March 10, 2022

Emily Eagle

"Sometimes we have to murder our darlings—let go of favorite parts to let the story or design grow."

Emily Eagle

Can't Rewind: Radio and Retail

June 3, 2019

Malini Rao

"We neglected our power users during the responsive, one-size-fits-all strategy, and it really hurt us."

Malini Rao

Lessons Learned from a 4-year Product Re-platforming Journey

June 9, 2021

Asia Hoe

"Design is not just aesthetics; it’s about what the product feels like, sounds like, and how it differentiates in the market."

Asia Hoe

Partnering with Product: A Journey from Junior to Senior Design

November 29, 2023