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Workhorse Strategy
        for Workhorse Content



Rahel Anne Bailie
Intentional Design Inc.
www.intentionaldesign.ca
Definition

             Content (n.):
             • Human-usable,
               contextualized data
             • Something contained,
               as in a receptacle
The distinction



                  You can’t design for
                  Lorem Ipsum text
Assumption                               Users want
Content is the treasure at the end of
the treasure hunt.
                                           content.
If the content is not up to snuff, your
UX isn’t complete.
Persuasive
Genres
              Marketing Informational
                     Infotainment


         Instructive
              Educational Informational
                       Procedural


         Entertainment
             Dramatic Humorous Fiction
                     Documentary
Formats
Delivery   Text Graphics Images Video Audio


           Outputs
           Print
                Print PDF optimized for print
           Browser
              Website Intranet Extranet Wiki
              Software interface Knowledge base
                    User forums Training
           Utility
                     XML Other XML schema
Transferrable   • Minimalism: minimalist
concepts          content (+ plain language +
                  semantic structure +
                  translation-readiness)

                • Design pattern libraries:
                  content component
                  libraries

                • Multichannel service:
                  multichannel publishing
• Multi-channel publishing
Typical CS
               (Web, print, etc)

             • Product lifecycle content
               (specs, descriptions, UA,
               tech marketing)

             • Web sites and apps
Framework
            Content strategy:
             A repeatable system
             that governs
             management of
             content throughout the
             entire content lifecycle
• Requirements                           • Acquire
• Personas, use                          • Author
  cases, scenarios                       • Edit
• Governance                             • Metadata
• Budget

                     Analyze   Collect



                     Publish   Manage
• Aggregate                              • Configure
• Transform                              • Componentize
• Present                                • Structure (XML)
• Syndicate                              • Repository
• Revise/sunset

               The Content Lifecycle
Case study


             Content strategy for
             single-sourcing of
             product content
Project goals   • Better user experience –
                  SaaS
                • Faster time to market –
                  competitive advantage
                • Savings – production and
                  translation
                • Efficiency – easier internal
                  processes
                • Brand – contemporary look
UX team builds UA product content directly into the interface

                                                    User Interface
For example:                                Menu | Menu | Menu | Menu | Menu
                  Here                  Window A            Window B




                  and here

                  and here
The content is written in a source file ... and syndicated into the UI.

                                                                                     User Interface
            Typical DITA task*                                             Menu | Menu | Menu | Menu | Menu
       <Task><Title>Title [w variable]</title>
       <ShortDesc>Short Description</shortdesc>                      Window A               Window B
       <TaskBody><Steps>
       <Step><Cmd>Step</cmd>
       <Info>Step info</info>
       <Stepresult>Step results</stepresult></step>
       </steps>                                                                 ?
       </Result>Task results</result>
       </taskbody>
       </task>




DITA XML = Darwin Information Typing Architecture
3 topic types: concept, task, reference
OASIS standard at http://docs.oasis-open.org/dita/v1.1/CD01/overview/overview.html
Single-sourcing, with external variables, to multiple outputs.

                                                                               User Interface
     Typical DITA task*                                             Menu | Menu | Menu | Menu | Menu
<Task><Title>Title [Client Label]</title>
<ShortDesc>Short Description</shortdesc>                        Window A              Variable B
<LearnObj>Learning Objective</learnobj>
<TaskBody><Steps>
<Step><Cmd>Step</cmd>
<Info>Step info</info>
<Stepresult>Step results</stepresult></step>                               ?
</steps>
</Result>Task results</result>
</taskbody>
</task>




                                         Taxonomy File                            Learning Centre Object
                                         EN                                       Title [w variable]
                                          Window A                                 Help Topic Content Object
                                                                                  Learning Objective
                                            Term A                                   Title [w variable]
                                             Term B                               1. Short Description Base Object
                                                                                     StepKnowledge
                                          Window B = Variable                      Step Title [w variable]
                                                                                          info
                                             Term A                                       1. Step
                                                                                  Step Step
                                                                                     1. results
                                              Term C                              Task results info
                                                                                            Step
                                                                                       Step info
                                                                                          Step results
                                                                                     Step results
                                                                                          Task results
                                                                                     Task results
                                                                                          [Added call centre comments]
Implications for Proposed Method


    • Can’t simply migrate content into new software
    • Moving from old method (manuals / desktop / spaghetti code content)
      to new method (topics / Web / object-oriented content) means major
      rewrite = initial significant cost
    • The new UI has additional content types
    • UA is embedded in the UI, so it must be created, created well, and
      display reliably
Comparison


    Typical per-module cost (existing)   Typical per-module cost (proposed)
    • $220 per topic                     • $120 per topic
    • 1350 topics                        • 670 unique topics
    • $297,000 per average module        • $80,400 per average module
    • 30% revised topics                 • 15% revised topics
    • $89,100 per average revision       • $12,060 per average revision
    • $ 97,200 average localization      • $24,120 average localization
       cost into 4 languages                cost into 4 languages

    • Cost of initial dev: $297,000      • Cost of initial dev: $80,400
    • Cost of revision: $186,300         • Cost of revision: $36,180
Position



           Content drives the
            user experience.
User goal

            Get content:
            1. Find it.
            2. Consume it.
            3. Act on it.
Reminder   • Users don’t care
             about the content
             genre or whose
             department it is to
             supply it
           • To content
             consumers, it’s all
             “just content”
Update the site/product:
Interpretation   • Better content for
                   increased user engagement
                 • Better content for more
                   satisfying user experience
                 • Easier content update
                   processes
                 • Contemporary look and
                   better content
                 • Deliver content by adopting
                   newer technologies
The UCD process

Phase                       Sequencing
User research (w content)
Personas (w content)
Scenarios (w content)
Paper prototype
Usability testing
Wireframes (w content)
Usability testing
Development and design
Usability testing
Testing (w content)
Launch
Maintain

                         Embed content aspect into each phase of the UCD process.
The content process

Phase                   Sequencing
Goals/Objectives
Inventory/Audit
Categorize/classify
Map content flow
Map work processes
Develop content model
Set up taxonomy
Assign metadata
Creation/editing
Automation
Launch
Maintain
UCD process

       Identify need for
         user-centered
        design content
                                                 Specify
                                              context of use



                                                  System
                  Evaluate
                                                  satisfies                    Specify
                   design
                  content                        specified                  requirements
                                               requirements



                                             Produce design
                                            content solutions




                           As shown on the Usability Professionals’ Association site
Content
capabilities   Content must be able to:
               • Integrate
                 – Embed data into content
               • Converge
                 – Show content from multiple
                   sources in single display
               • Syndicate
                 – Send content out on
                   demand
Content attributes   So content must be:
                     • Well-formed
                       – 4 Cs, right tone, etc
                     • Structured
                       – XML, xHTML, accessible
                     • Semantic
                       – Have meaningful metadata
                     • Standards-based
                       – OASIS (DITA, DocBook, etc.)
Rahel Anne Bailie,
Thank you   Content Strategist
            Intentional Design Inc.
            +1.604.837.0034

            www.linkedin.com/in/rahelannebailie
            www.google.com/profiles/rahel.bailie
            www.intentionaldesign.ca

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Workhorse Strategy For Workhorse Content by Rahel Bailie

  • 1. Workhorse Strategy for Workhorse Content Rahel Anne Bailie Intentional Design Inc. www.intentionaldesign.ca
  • 2. Definition Content (n.): • Human-usable, contextualized data • Something contained, as in a receptacle
  • 3. The distinction You can’t design for Lorem Ipsum text
  • 4. Assumption Users want Content is the treasure at the end of the treasure hunt. content. If the content is not up to snuff, your UX isn’t complete.
  • 5. Persuasive Genres Marketing Informational Infotainment Instructive Educational Informational Procedural Entertainment Dramatic Humorous Fiction Documentary
  • 6. Formats Delivery Text Graphics Images Video Audio Outputs Print Print PDF optimized for print Browser Website Intranet Extranet Wiki Software interface Knowledge base User forums Training Utility XML Other XML schema
  • 7. Transferrable • Minimalism: minimalist concepts content (+ plain language + semantic structure + translation-readiness) • Design pattern libraries: content component libraries • Multichannel service: multichannel publishing
  • 8. • Multi-channel publishing Typical CS (Web, print, etc) • Product lifecycle content (specs, descriptions, UA, tech marketing) • Web sites and apps
  • 9. Framework Content strategy: A repeatable system that governs management of content throughout the entire content lifecycle
  • 10. • Requirements • Acquire • Personas, use • Author cases, scenarios • Edit • Governance • Metadata • Budget Analyze Collect Publish Manage • Aggregate • Configure • Transform • Componentize • Present • Structure (XML) • Syndicate • Repository • Revise/sunset The Content Lifecycle
  • 11. Case study Content strategy for single-sourcing of product content
  • 12. Project goals • Better user experience – SaaS • Faster time to market – competitive advantage • Savings – production and translation • Efficiency – easier internal processes • Brand – contemporary look
  • 13. UX team builds UA product content directly into the interface User Interface For example: Menu | Menu | Menu | Menu | Menu Here Window A Window B and here and here
  • 14. The content is written in a source file ... and syndicated into the UI. User Interface Typical DITA task* Menu | Menu | Menu | Menu | Menu <Task><Title>Title [w variable]</title> <ShortDesc>Short Description</shortdesc> Window A Window B <TaskBody><Steps> <Step><Cmd>Step</cmd> <Info>Step info</info> <Stepresult>Step results</stepresult></step> </steps> ? </Result>Task results</result> </taskbody> </task> DITA XML = Darwin Information Typing Architecture 3 topic types: concept, task, reference OASIS standard at http://docs.oasis-open.org/dita/v1.1/CD01/overview/overview.html
  • 15. Single-sourcing, with external variables, to multiple outputs. User Interface Typical DITA task* Menu | Menu | Menu | Menu | Menu <Task><Title>Title [Client Label]</title> <ShortDesc>Short Description</shortdesc> Window A Variable B <LearnObj>Learning Objective</learnobj> <TaskBody><Steps> <Step><Cmd>Step</cmd> <Info>Step info</info> <Stepresult>Step results</stepresult></step> ? </steps> </Result>Task results</result> </taskbody> </task> Taxonomy File Learning Centre Object EN Title [w variable] Window A Help Topic Content Object Learning Objective Term A Title [w variable] Term B 1. Short Description Base Object StepKnowledge Window B = Variable Step Title [w variable] info Term A 1. Step Step Step 1. results Term C Task results info Step Step info Step results Step results Task results Task results [Added call centre comments]
  • 16. Implications for Proposed Method • Can’t simply migrate content into new software • Moving from old method (manuals / desktop / spaghetti code content) to new method (topics / Web / object-oriented content) means major rewrite = initial significant cost • The new UI has additional content types • UA is embedded in the UI, so it must be created, created well, and display reliably
  • 17. Comparison Typical per-module cost (existing) Typical per-module cost (proposed) • $220 per topic • $120 per topic • 1350 topics • 670 unique topics • $297,000 per average module • $80,400 per average module • 30% revised topics • 15% revised topics • $89,100 per average revision • $12,060 per average revision • $ 97,200 average localization • $24,120 average localization cost into 4 languages cost into 4 languages • Cost of initial dev: $297,000 • Cost of initial dev: $80,400 • Cost of revision: $186,300 • Cost of revision: $36,180
  • 18. Position Content drives the user experience.
  • 19. User goal Get content: 1. Find it. 2. Consume it. 3. Act on it.
  • 20. Reminder • Users don’t care about the content genre or whose department it is to supply it • To content consumers, it’s all “just content”
  • 21. Update the site/product: Interpretation • Better content for increased user engagement • Better content for more satisfying user experience • Easier content update processes • Contemporary look and better content • Deliver content by adopting newer technologies
  • 22. The UCD process Phase Sequencing User research (w content) Personas (w content) Scenarios (w content) Paper prototype Usability testing Wireframes (w content) Usability testing Development and design Usability testing Testing (w content) Launch Maintain Embed content aspect into each phase of the UCD process.
  • 23. The content process Phase Sequencing Goals/Objectives Inventory/Audit Categorize/classify Map content flow Map work processes Develop content model Set up taxonomy Assign metadata Creation/editing Automation Launch Maintain
  • 24. UCD process Identify need for user-centered design content Specify context of use System Evaluate satisfies Specify design content specified requirements requirements Produce design content solutions As shown on the Usability Professionals’ Association site
  • 25. Content capabilities Content must be able to: • Integrate – Embed data into content • Converge – Show content from multiple sources in single display • Syndicate – Send content out on demand
  • 26. Content attributes So content must be: • Well-formed – 4 Cs, right tone, etc • Structured – XML, xHTML, accessible • Semantic – Have meaningful metadata • Standards-based – OASIS (DITA, DocBook, etc.)
  • 27. Rahel Anne Bailie, Thank you Content Strategist Intentional Design Inc. +1.604.837.0034 www.linkedin.com/in/rahelannebailie www.google.com/profiles/rahel.bailie www.intentionaldesign.ca