Upload
chip-gettinger
View
162
Download
7
Tags:
Embed Size (px)
DESCRIPTION
Regardless of the content architecture (DITA, DocBook, Structured, Un-Structured, etc…) you should have a strategy around your content creation and production. But is your strategy working for you? Is it delivering what your customers are looking for? Can they find what they need? Do they actually enjoy using your content? Looks at developing a product content strategy that comes from the outside (your customers side): A strategy that will not only keep your content consumers satisfied, but that will keep you modern and current even as technologies and consumers change over time.
Citation preview
CONTENT
STRAT
EGY
FROM T
HE OUTS
IDE IN
!
P AM
NO
RE
AU
LT A
ND
CH
I P G
ET T
I NG
ER
TC C
amp
Janu
ary
25, 2014
PROBLEM
TEXTURE OF THE NEW WORLD
• How does one reach and engage a customer in this new world?
• Omni-channel world
• Multi-device engagement
• Fragmented Information
• Social driven
• Ubiquitous customer to customer communication
• Disintermediation of the company between customers
• Fragmented / silos of information
• Visual driven knowledge
• Democratized
3
AGE OF THE CUSTOMER
5
Initial Interest
Determining Needs
Purchase Decision
Investigating Options
Continuing the Engagement 1st Out-of-the-
Box Experience
Getting Started
In-depth Tutorials
Advanced Learning
THE CUSTOMER JOURNEY
6
Keeping Customers Satisfied
Initial Problem
Searching Resources
Resolution
Determining Solution
Initial Endorsement
Consistent Praise
Recognized Fan
Brand Advocate
THE CUSTOMER JOURNEY
INFORMAL AUDIENCE POLL
Level of Experience working with product content
1) Experienced, have executed on several projects
2) Working on my second or third project, have knowledge to share
3) My first project, working in the details now
4) I’m interested in learning from others, here to learn
OUTSIDE IN - KNOW THY CUSTOMERS
USER RESEARCH AND ANALYSIS
Surveys
Observations
Interviews
Contextual Interviews
Usability Tests
Customer Communities
Prototyping
PERSONAS
Personas are representations of real users created to emphasize and personalize limitations, goals, and behavior patterns of your target audience.
Benefits
• Understand customer needs and interests
• Knowledge of where customers spend time
• Consistency across the business
• Better user assistance to suit your customers’ needs
Note: We do these by solution.
PUT IT TOGETHER
Customer Research + Personas = User Stories
USER STORIES
Front of Card • Story Name
• Story Short Description
• As “persona name”, I want to “something” so that “benefit”.
• Task to Complete
Back of Card• Acceptance Criteria (Short Name)
• Given “context”, when “event 1”, “event 2”, “event 3”, then “outcome 1”, “outcome 2”, etc.
USE CASE 1 – WHAT’S YOUR STRATEGY?
• Form-heavy software that contains industry-specific terminology that varies slightly by company
• User stories defined what specific personas were trying to accomplish and their success criteria
• Persona facts • Locked in a bank wire room with others doing the same
job• No Internet or mobile phone access• Access to specific software features (not all software
features)
OUR STRATEGY AND IMPLEMENTATION
Strategy
• Write embedded content on the user interface
• Create a tasked-based help system that focuses on the key processes by persona
• Include a glossary of terms and related terms in the help system
Implementation
• Resource files for UI content
• DITA XML for help content
• Help segregated by persona and their tasks for security reasons
• Help can be customized by customer - mix and match map files
USE CASE 2 – WHAT’S YOUR STRATEGY?
• Web-based software that contains industry-specific terminology that must be understood by people with bank accounts
• User stories defined what personas were trying to accomplish and their success criteria
• Persona facts • Teachers who manage their personal bank accounts
online• Have Internet access• Access to all online banking features
OUR STRATEGY AND IMPLEMENTATIONStrategy
• Write embedded content on the user interface
• Create tasked-based show-me videos• For key processes by the persona• No audio and 3mins max
• Create small help system with task-based instructions for key processes
• Include a FAQs and glossary of terms in help system
Implementation
• Resource files for UI content
• DITA XML for help content
• Web-based help system with DITA as the source
Thought about – Not calling it help, adding an interactive component
USE CASE 3 – WHAT’S YOUR STRATEGY?
• Enterprise Web-based software for transferring money between banks
• User stories defined what personas were trying to accomplish and their success criteria
• Persona facts • One persona monitors data-heavy reports for errors and
inconsistent transfer patterns and flags errors as suspicious • Another persona receives reports and researches transfer
to determine whether it’s fraudulent• Internet access is very limited for both personas because of
privacy issues
OUR STRATEGY AND IMPLEMENTATIONStrategy
• Write embedded content on the user interface
• Create small help system with task-based instructions for key processes
• Include conceptual information on how to read reports
• Include a FAQs and glossary of terms in help system
Implementation
• Resource files for UI content
• DITA XML for help content
• Web-based help system with DITA as the source
Lack of Internet limits our implementation
WHAT ABOUT TEAM PROBLEMS?
• What if your team isn’t ready for customer engagement?
• Where do you start?• How do you plan?• How do you educate?• How do you uplift content?
Governance is key
STRATEGY USE CASE 4 – WHAT’S YOUR PLAN?
• Distributed writing teams spanning multiple countries/time zones
• Varying levels of business, customer, and technical communications knowledge
• Inconsistent processes, styles, and metadata across teams
OUR IMPLEMENTATION
Implementation
• Hire a leader to fuse/mold the teams together
• Purchase a common toolset that enables collaboration, provides style enforcement, includes a publishing engine, and provides feedback mechanisms
• Select site mavens to configure the toolset and train their teams
• Form two small teams and empower them to make process and style decisions
• Plan the content conversion – schedule it out – serious schedule with quarterly goals
Note
• Metadata required enforced and required by CCMS
• Most important styles enforced by CCMS
STRATEGY USE CASE 5 – WHAT’S YOUR PLAN?
• Multiple product releases (service pack + major) going simultaneously
• Service pack content comes first, but must move into the major release content
• Service pack content release is prior to the major release
• Team Scenario• Worldwide distributed writing team working on the
service pack release and the major release• More than one writer working on the same content
OUR IMPLEMENTATION
Implementation
• Baseline content is from the previous major release
• Service pack - Version the content for the service pack release for the writers
• Major release – Writers create new versions of topics only when they update them. They create new topics as needed. Version the map file as needed.
• Major release – Service pack information is moved into major release. Comparing topics is required in some instances.
Notes
• CCMS controls versions, locks files when in use, let’s multiple writers work on the same content
• Outputs vary by product line
STRATEGY USE CASE 6 – CASE FOR A CCMS
• Collaboration, working with a team• Authoring• Status, communication, notifications
• Content versioning and branching
• Customized metadata options• maps, topics, libraries and images• i.e. product name, module, release date, and version
• Content reuse
• Automation
• Translation management
TOPIC REUSE BY PRODUCT AND FEATURE
How To Print
Paper Jams
Blue Tooth
Ink Cartridges
CONTEXTUALIZATION BY USE CASE
Infograph showing one publication being filtered for various user types (beginner vs. advanced, mac vs. pc, etc.)
Show how this can add a human element to the content (like our kitty cat vs. cold biz buildings photo example in the demo)
Tablet User
PC User
AdvancedUser
BeginningUser
Dynamic Content
PARADIGM OF TOPICS AND DYNAMIC PUBLISHING
Topics MasterDocument
Heirarchy
A1 B1
C1
B1
D1
C2
A
B
C
D
A
B
C
D
A
B
C
D
A
B
C
D
1
2
3
4
1
2
3
4
1
2
3
4
1
2
3
4
Custo
mer P
rofile
s
Pro
ducts
Deliv
ery
Authoring
PDFXML DOC HTML
OUTSIDE IN - KNOW THY CUSTOMERS
ITERATION AND EVOLUTION - FUTURE
Think Outside of the BOXDon’t just do something because
it’s what you’ve always done
Repeat the strategy
process as user scenarios evolve/chang
e
What personas do you serve?
What is the rate of
change for you?
RESOURCES
Personas
UX Magazine - http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience
Interaction Design Org - http://www.interaction-design.org/encyclopedia/personas.html
User Stories
Mountain Goat Software - http://www.mountaingoatsoftware.com/agile/user-stories
Scrum Alliance - https://www.scrumalliance.org/community/articles/2013/september/agile-user-stories
Code Squeeze - http://codesqueeze.com/the-easy-way-to-writing-good-user-stories/