Before developing your content, it's important to take the time to understand both users' needs and the Cisco business needs so that you can balance the two. The following table highlights the most common points of contention between user needs and the corresponding business approach that can distract from the user experience.
User Needs
Business Needs
The information architecture is designed around specific tasks.
The information architecture is built around the organization's own structure and marketing goals.
Tasks include local content, news and events as well as US site content (support, technical documentation).
Local information and events do not receive prioritization.
The content follows predictable behavior patterns that reflect the needs and tasks.
The content is approach unique to the business unit and handled differently than other content on the site.
Scrolling is OK. Since the content is complex, users expect to scroll.
As much information as possible must be above the fold.
Use search to go directly to the information needed.
Expectation that users will navigate the site hierarchy to find the information they need.
Find information by scanning headings, sub-headings, bullets, summaries, and other visual cues on the page.
Expectation that users will read paragraphs of text.
Understanding how the user finds information determines the type of page and the content that goes on the page. For more information, see the description of the different page levels.
The following sections describe how these page levels are used and guidelines for updating and creating these pages.
Update Existing Pages
If you're updating an existing site area:
Review your existing content. Is it still relevant? What level is it? Is there content further down on the site that would benefit from being higher up in the hierarchy?
Analyze the difference between the existing content and new content you want to post.
Photography and graphics: do they enhance the message?
End of tree documents: white papers, data sheets, case studies
Create or Update L3 - Landing/Category Pages
Provide an introduction to a topic or sub-site area.
Consider the user perspective and focus on the value propositions and supporting information in marketing materials.
Frame the page's content based on the users' tasks rather than on the company's organization.
Identify critical content from lower level pages and highlight higher in the site.
Use multiple user-focused headlines and relevant images to allow the user to scan the pages more easily.
Provide context and meaningful content on every page. Give the user a reason for coming to the page rather than just another list of links.
Try to provide action-oriented or task-based names for your links, such as "Manage Service Contracts" instead of "Service Contract Center."
Do not use acronyms.
Do not use the name of an organization as the name of your site or application
Create or Update L4 - Concept Pages
Provide a headline that sums up the user benefit of the page. The headline should tell users whether the information on the page is relevant to their needs.
Expand on the idea or topic introduced on the landing page.
Provide a logical, easily recognizable information flow from general to more specific.
Frame the issues being presented in context with what the user knows and understands.
If presenting a large amount of text, make it scannable-use subheads, bullets, summaries, pull quotes, sidebars, and short paragraphs.
Create or Update L5 and Below - EOT Pages
Provide a headline that sums up the user benefit of the page. The headline should tell users whether the information on the page is relevant to their needs.
Provide detailed information that expands further than the pages above it.
Include photography, diagrams or graphics that enhance the communication.
If presenting a large amount of text, make it scannable-use subheads, bullets, summaries, pull quotes, sidebars, and short paragraphs.
