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Minna Vnsk Senior Offering Manager Nokia
Building a content portfolio for multi-channel publishing
THIS IS LUMIA
THE NEW LUMIA RANGE
Azerbaycan Bosanski Catal etina Dansk Deutsch Espaol Eesti Euskera Suomi Franais Gallego Hrvatski Magyar slenska Italiano
Lietuvi Latviski Nederlands Norsk Polski Portugus Romn Slovenina Slovenina Shqip Sesotho
Kiswahili isiXhosa Gs isiZulu
In-device user guide comes with the Nokia Care app.
IN-DEVICE USER GUIDE
help section contains the main set of instructions.
tips&tricks view is dynamically populated: Read a topic, it disappears and a new one appears.
The colours change automatically according to the user-selected theme colours.
Visual Guide with emphasis on visuals,
less text
Booklet Quick Guide
LOOKING BACK
Source:
Waybackmachine
DIFFERENCES: VISUALS
Keys and parts
Using photos is not an optimal solution when hardware is mostly black.
Product has a multitude of parts, prioritisation and dividing to shorter lists required.
Graphic has been crammed to a table making it illegible and irrelevant.
Get started
Get started
Too many lines and details.
Get started
Features, UI
TEXT
CONSUMER
Surveys
Interviews
UX lab studies, Field studies, evaluations
We did qualitative research We lacked quantitative and behavioral data
Behavioral data
Web analytics
Direct feedback
Focus groups
Benchmarking
Diary studies Eyetracking
Comparison and Evaluation Study Optimized and Standard User Guide 4 locations: Finland, Germany, India, Brazil 64 users in total
160 Nokia Nseries users interviewed What support materials did they use and what was their order of preference
DEVELOPMENT STARTS
1. STYLE
Its not technology, its what you do with it.
Support content needs to be To-the-point, brief and require very low effort from the consumer to use. Less is
more.
Easy to understand: Special attentien needs to be paid to Headings and introductions, they enable information retrieval, they act as the calling card when users search for support online.
Balanced: Visual and textual elements must support each other.
Benefit-lead: We need to translate technology and features to understandable, human instructions and offer examples and scenarios of use.
Warm, approachable, pleasant.
Optimising for search engines (SEO) is part of our style guide.
Accessibility has been built-in to our content management system and under continuous improvement
Alt texts for graphics supporting text-to-speech devices
Examples
Use flight mode in radio sensitive environments, such as on-board aircraft or in hospitals, to deactivate all radio frequency transmitters.
In places where you don't want to make or receive calls, you can still access your music, videos, and offline games if you switch flight mode on.
Self-assisted GPS (SA-GPS) uses orbit modeling calculations to provide faster and more accurate positioning without using a network connection.
Self-assisted GPS (SA-GPS) helps your phone find your location quickly without using a network connection.
World clock view Check the time around the world
Your service provider may also send you these settings as a configuration message.
You may receive (X) in a message.
Benefit statements, visuals
One style One Nokia
2. INCREASES IN VISUALISATION
RENEWAL OF THE NOKIA WEBSITE
EXAMPLE: DETAILS
TAKING SHORTCUTS
PROVIDING CONTEXT
Example: +400% Lumia 900: 35 illustrations: (0.17 illustration / page) Lumia 920: 86 illustrations: (0,8 illustrations / page)
But its not only about the quantity but also making content more engaging, and focusing on the user benefits.
FOCUS AREAS
- One tone, one style guide.
- Increasing visual communication to make instructions easier to understand and lower the treshold to use.
- Achieving a good balance between text and visuals - Videos
- Paying attention to human tone of voice.
- Moving legalese out of the way.
- Continued focus on: - Headings - Introductions, benefit statements
3. TECHNOLOGY THAT ENABLES
We end up having 20-40 manifestations of the English source content due to different variants
Change management related to content happens on a module level in our content management system by conditioning the content by metadata. After localisation is complete, we publish the different
deliverables for the three channels.
Print In device Web
HW variants
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
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Product
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Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Product
Legal requirements: country & region
SW variants & operator reqs
Product
Product
Product
Product
Product
50+ languages
country
country
country
country
country
country
country
country
country
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=
4. DIRECT CONSUMER FEEDBACK CONSUMER JOURNEY
UNDERSTANDING
ONLINE USER GUIDE
1. Open any online user guide, in any language, on any nokia.com site. 2. Open a topic. 3. At the bottom of the page, there is a possibility to give a rating, from 1 to 5.
RATINGS + VISITS
- Global trend
- In demand - Products - Countries
- Topic prioritisation - Where to focus, to expand, to limit/combine
- Topic improvements
- Source quality vs. localisation quality
VIDEO VIEWS - Most viewed videos every month
- Most viewed videos, all time
- Topic prioritisation
PORTFOLIO AND
CONTENT PORTFOLIO
CONSUMER NEEDS Consumers need a mentor, guide throughout the journey, support needs in different stages
I need to get started and learn the basics of my new phone, First 7 days
Need: Setup, First use, Familiarization, Feel great about purchase, how to use, realize opportunities, benefits, warranty
Help me make the best use of my investment, Honeymoon
Need: Using, Expanding, Upgrading, Exploring, Customizing, I need specific support for the use cases most relevant to me, Device to reflect me, my preferred features, add my little touches, Accessorise, to know when new apps/SW are available, to improve opportunities
I have a problem and need a solution, Not tied to any time
Need: Problems & Queries, Advice I can trust, Failure
My phone is out of date, Pre-purchase, Re-purchase
Need: Considering change, I need a new phone, Equip myself against the sales process
USE CASE In software and systems engineering, a use case is a list of steps, typically defining interactions between a role and a system, to achieve a goal. The actor can be a human or an external system.
HOW TO MEASURE AND DISCUSS ABOUT CONTENT
http://en.wikipedia.org/wiki/Software_engineeringhttp://en.wikipedia.org/wiki/Systems_engineering
ASHA
LUMIA
SUMMARY 1. Unify style to enable reuse. Its not technology. Its what you do with it.
2. Visuals and videos are an integrated part of your content. Same rules apply, aim for unified style, control quality.
3. Unify your back-end, ways of working, roles, responsibilities to enable re-use and consistency.
4. Know your consumer.
Define your content portfolio:
Start with consumer needs.
Find a common ground that enables understanding and discussion with your business owners, common terms to use.
Build your strategy and tiering based on consumer and business needs.
THANK YOU!
Questions?
mailto:[email protected]