Building design thinking into content strategy

Abstract

This experience report demonstrates how to build design thinking into content strategy practices. Design thinking is an innovation process of empathizing, ideating, and prototyping for the optimal user experience. Content strategy is a process of analyzing and strategizing for optimal content that meets user goals and business objectives. This report compares the processes of design thinking and content strategy. It reports two approaches, user journey mapping and storyboarding, which effectively apply the advantages of design thinking to enrich content strategy.