PROBLEM
TEXTURE OF THE NEW WORLD
• How does one reach and engage a
customer in this new world?
• Omni-channel world
• Multi-device...
AGE OF THE CUSTOMER
THE CUSTOMER JOURNEY

Continuing the Engagement
Purchase
Decision

Investigating
Options

Determining
Needs

Initial Inter...
THE CUSTOMER JOURNEY

Keeping Customers Satisfied
Brand
Advocate

Initial
Problem

Searching
Resources

Recognized
Fan

De...
INFORMAL AUDIENCE POLL
Level of Experience working with product content
1) Experienced, have executed on several projects
...
OUTSIDE IN - KNOW THY CUSTOMERS
User Research & Analysis
Personas
User Stories
Strategy
Implementation

Iteration and Evol...
USER RESEARCH AND ANALYSIS
Surveys

Prototyping

Observations

Customer
Communities

Interviews

Usability Tests

Contextu...
PERSONAS
Personas are representations of real users created to emphasize and
personalize limitations, goals, and behavior ...
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 ...
USE CASE 1 – WHAT’S YOUR STRATEGY?
• Form-heavy software that contains industry-specific terminology
that varies slightly ...
OUR STRATEGY AND IMPLEMENTATION
Strategy
•

Write embedded content on the user interface

•

Create a tasked-based help sy...
USE CASE 2 – WHAT’S YOUR STRATEGY?
• Web-based software that contains industry-specific terminology
that must be understoo...
OUR STRATEGY AND IMPLEMENTATION
Strategy
• Write embedded content on the user interface
• Create tasked-based show-me vide...
USE CASE 3 – WHAT’S YOUR STRATEGY?
•
•

•

Enterprise Web-based software for transferring money between
banks
User stories...
OUR STRATEGY AND IMPLEMENTATION
Strategy
•

Write embedded content on the user interface

•

Create small help system with...
WHAT ABOUT TEAM PROBLEMS?
•
•
•
•
•

What if your team isn’t ready for customer
engagement?
Where do you start?
How do you...
STRATEGY USE CASE 4 – WHAT’S YOUR PLAN?
• Distributed writing teams spanning multiple countries/time
zones
• Varying level...
OUR IMPLEMENTATION
Implementation
•

Hire a leader to fuse/mold the teams together

•

Purchase a common toolset that enab...
STRATEGY USE CASE 5 – WHAT’S YOUR PLAN?
• Multiple product releases (service pack + major) going
simultaneously
• Service ...
OUR IMPLEMENTATION
Implementation
•

Baseline content is from the previous major release

•

Service pack - Version the co...
STRATEGY USE CASE 6 – CASE FOR A
CCMS
• Collaboration, working with a team
• Authoring
• Status, communication, notificati...
TOPIC REUSE BY PRODUCT AND
FEATURE

How To Print

Paper Jams

Blue Tooth

Ink Cartridges
CONTEXTUALIZATION BY USE CASE
Tablet User

Advanced
User

Dynamic Content

PC User

Beginning
User
PARADIGM OF TOPICS AND DYNAMIC PUBLISHING
Authoring
A1

B1

C1 D1
B1

Master
Document

Heirarchy

Topics

C2

Delivery

Pr...
OUTSIDE IN - KNOW THY CUSTOMERS
User research & analysis
Personas
User stories
Strategy
Implementation

Iteration and evol...
ITERATION AND EVOLUTION - FUTURE

What personas
do you serve?

What is the
rate of change
for you?

Repeat the
strategy
pr...
RESOURCES
Personas
UX Magazine - http://uxmag.com/articles/personas-the-foundation-of-a-great-userexperience
Interaction D...
Content Strategy From the Outside In
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Content Strategy From the Outside In

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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.

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  • Chip & Pam
  • Pam
  • ChipThe texture of this new world facing companies is this:Many more channels-need consistent voice / info experience across the channelsDevices are proliferating and information and design has to be tailored to them and consistentCustomers are experienced fragmented silos of informationInteraction is much more social and because of thatCustomer to customer communication is direct and thus the company disintermediates the companyThe companies’ own silos end up being a problem and visible to customers in a new wayCustomer communication to each other is faster and leaves a company in its wake if it can’t be agile
  • CHip
  • ChipProduct Information is becoming more critical in the buying cycle.One of our customers who produce instrumentation, tell us that 80% of their customers download documentation before purchasing.After coming the buying decision, product information is critical to the out of the box experience and the first experiences with the product
  • ChipProduct information is critical to solving a problem too. Too often customers are finding too many answers on a company’s website or can’t find the information they are looking for.Dell and Avaya the net promoter scores show that the inability to finding product information is a critical complaint of customers
  • Pam
  • PamHow do you get to know your customers? Once you reach out to customers and know them, how do apply what you’ve learned so that it makes a difference in what you are delivering?
  • PamThere are many things you can do to get to know your customers. It’s not about asking them what they want. It’s about understanding how they work when they use your product. How they solve their problems and what problems they have. Look for patterns and trendsLearn from observationStop talking and start listening
  • Pam
  • PamEngaging content must have a story. It must be relevant to the user.
  • PamUser stories get you focused on your users. They help you deliver customer-centric content based on your observations and knowledge of patterns.
  • Pam
  • Pam
  • Pam
  • Pam
  • Pam
  • Pam
  • Pam and Chip
  • Pam and Chip
  • Pam and CHip
  • Pam and Chip
  • Chip
  • Chip
  • Chip
  • Pam and Chip
  • Pam
  • Pam
  • Content Strategy From the Outside In

    1. 1. PROBLEM
    2. 2. 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
    3. 3. AGE OF THE CUSTOMER
    4. 4. THE CUSTOMER JOURNEY Continuing the Engagement Purchase Decision Investigating Options Determining Needs Initial Interest 1st Out-of-the-Box Experience Getting Started In-depth Tutorials Advanced Learning 5
    5. 5. THE CUSTOMER JOURNEY Keeping Customers Satisfied Brand Advocate Initial Problem Searching Resources Recognized Fan Determining Solution Consistent Praise Initial Endorsement Resolution 6
    6. 6. 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
    7. 7. OUTSIDE IN - KNOW THY CUSTOMERS User Research & Analysis Personas User Stories Strategy Implementation Iteration and Evolution – The Future
    8. 8. USER RESEARCH AND ANALYSIS Surveys Prototyping Observations Customer Communities Interviews Usability Tests Contextual Interviews
    9. 9. 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.
    10. 10. PUT IT TOGETHER Customer Research + Personas = User Stories
    11. 11. 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.
    12. 12. 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)
    13. 13. 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
    14. 14. 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
    15. 15. OUR STRATEGY AND IMPLEMENTATION Strategy • 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
    16. 16. 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
    17. 17. OUR STRATEGY AND IMPLEMENTATION Strategy • 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. TOPIC REUSE BY PRODUCT AND FEATURE How To Print Paper Jams Blue Tooth Ink Cartridges
    25. 25. CONTEXTUALIZATION BY USE CASE Tablet User Advanced User Dynamic Content PC User Beginning User
    26. 26. PARADIGM OF TOPICS AND DYNAMIC PUBLISHING Authoring A1 B1 C1 D1 B1 Master Document Heirarchy Topics C2 Delivery Products Customer Profiles A A A A 1 1 1 1 B B B B 2 2 2 2 C C C C 3 3 3 3 D D D D 4 4 4 4 XML PDF DOC HTML
    27. 27. OUTSIDE IN - KNOW THY CUSTOMERS User research & analysis Personas User stories Strategy Implementation Iteration and evolution – the future
    28. 28. ITERATION AND EVOLUTION - FUTURE What personas do you serve? What is the rate of change for you? Repeat the strategy process as user scenarios evolve/change Think Outside of the BOX Don’t just do something because it’s what you’ve always done
    29. 29. RESOURCES Personas UX Magazine - http://uxmag.com/articles/personas-the-foundation-of-a-great-userexperience 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-userstories Code Squeeze - http://codesqueeze.com/the-easy-way-to-writing-good-user-stories/
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