We sent these concepts out the team, and were more quickly able to narrow down the right direction for the ads than if we had presented one single option and asked for feedback. While working on some banner ads for a Balsamiq campaign, we created some mockups to try out ideas for both the text content and the visual layout. It’s about being responsive and getting input from others, instead of making plans in a vacuum. Just as A/B testing allows you to test multiple concepts, wireframes allow you to try out visual treatments, get feedback on them, and then make changes. To find the best design for a particular project faster, some teams use wireframes for rapid idea exploration and iteration at the outset of a project. Sometimes it’s better to attack a problem by working backwards. Here’s an example of one of his WYSIWYG wireframes: “WYSIWYG” is an acronym that means “What you see is what you get”, meaning that deliverables resemble the final product, rather than text in isolation. Glenn Murray, a copywriter, talks about a “WYSIWYG” approach to content writing. It helps him and his team understand what works and what doesn’t, and test prototypes with real users.īut John isn’t the only content writer who feels this way. John uses wireframes to collaborate with his designers on web content because it allows them to pass work back and forth using a tool they are both comfortable with. If the two don’t complement each other, you end up with a mess. Basically, content and design are closely linked. Design provides context that makes the content more understandable. I think the most visible symptom is when too much lorem ipsum starts appearing in mockups, or when bringing the content and design together results in a jumbled mess that doesn’t quite make sense. The ‘design gap’ happens when a designer and writer work on the same project, but don’t communicate with each other. However, content strategist, John McGarvey, has discovered a “design gap” that occurs between content creators and designers that often stands in the way of this harmony. Content and design work together in perfect harmony. It’s about how you tell it, which often includes images, video, or illustrations. And your story is about more than just the words you use. The story you tell about your product can make it stand out, or fall flat. Here are two ways that the use of wireframing has helped teams bridge the gap between content and design. Wireframes are crucial to ensuring that all the elements of a particular project are in place and working with each other. One of these techniques centers around creating wireframes, or rough visualizations of a concept or user interface. However, establishing common techniques for communicating and transitioning assets can smooth out this process and create a better experience for everyone involved. Everyone has experienced this at some point: Work is planned and handed off from one team to another, only to be delivered with surprises or missing elements. But sometimes, this can feel like an unreachable goal when it comes to the day-to-day of project management.įor instance, on a marketing team producing work that spans a variety of disciplines like content, design, and operations, it can be difficult to collaborate effectively across teams. We all know that the success of any project hangs on having the right teams and processes in place. This is a guest post by Leon Barnard, writer and designer for Balsamiq, creator of rapid, fun, and effective wireframing software
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