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Intelligent Content Starts with an Intelligent Content Strategy


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  • 1. Intelligent Content Starts with an Intelligent Content StrategyRahel Anne Bailie © 2013 Intentional Design Inc.@rahelab
  • 2. A 3-word mandateFix the website.
  • 3. What was broken?
  • 4. Too much “us” Where would I find information about apermit to cut down a tree?
  • 5. Where do I start?
  • 6. Content siloed by departmentLet’s look at the departments.
  • 7. There’s no obvious choice Guess I could search…
  • 8. Can I track it down this way? It’s probably not the “mediaroom”.
  • 9. Maybe it’s over here? Could it be in the“engsvcs” department?
  • 10. Does engsvcs handle it? No tree permits here.
  • 11. What is “commsvcs”, anyhow? Maybe the “commsvcs” department?
  • 12. Is it obvious that commsvcs = trees? OK, I think I found it.
  • 13. Too much “us” The goal:Organize informationfor the user, not for the organization.
  • 14. Don’t make me work* How can I stay informed withoutinformation overload? * Nod to Steve Krug’s Don’t Make Me Think
  • 15. News for the entire city Which of this stuff is relevant to me?
  • 16. How can I filter this for me? I have to go hunting just to see if I need the info.
  • 17. Don’t make me work The goal: Make it easy to getrelevant information.
  • 18. Not task-basedWhat do I need to dobefore I plant in the boulevard?
  • 19. But what do I do? I can “find out more”.
  • 20. But what do I do? Still no task…
  • 21. Disconnected task Here’s what I do…I think.
  • 22. Following the popular links I want to find a recreational activity.
  • 23. Where’s the task? Popular? Yikes, I’m overwhelmed.
  • 24. Looking for real-time information I want to avoid road crews on my drive home.
  • 25. Where’s the task? How do I work this thing?
  • 26. Not task-based The goal:Help residents completetasks clearly and easily.
  • 27. Unbalanced contentEvery week, they pick upmy garbage. This week,they missed the pickup.
  • 28. What people want Garbage & Request an Recycling: inspection: Parking: tickets and missed collections, building, electrical, enforcement get new gas, sprinkler bag/box/bin Hours of Report Property ops for Report Lookburnt out for a tax Business landfill abandoned job street garbage / light balance license: vehicle status/renew Source: 311 calls Feb 2009 to Jan 2010
  • 29. What’s on the site Community Services: Parks: programs, bylaws, programs, parks, gardens,City Clerk: minutes, reports, business licenses, pools, Parks Board mayor & council, dog pound, theatrescommittees, election results Financial Services Engineering Sustain- ability Source: 2009/2010 City of Vancouver Content inventory
  • 30. Unbalanced content The goal:Ensure the users’ needs are met, as are theorganizational objectives.
  • 31. SearchWhere would you findinformation about…
  • 32. Sometimes it works Click. Pay. Done. Beauty.
  • 33. Construction permits Old bulletins? Parking permits?
  • 34. Car-free days Old documents? Meeting minutes?
  • 35. Search The goal: Make search resultsrelevant and accurate.
  • 36. The PlanMake it work !
  • 37. Bring in the User-Centered DesignFrank Connie Lisa NahmFrustrated Content Citizen Locally-involved Newcomer 101 Aaron Bahri Stevie Ambitious Business Owner Student
  • 38. One City, One Voice
  • 39. Need to meet business requirements Participation Facilitate public engagement Transactions Provide in-demand services Provide answers to Publishing frequently asked questions People & Process Have efficient User Experience Technology work processes
  • 40. Common problem: too much content• 26,000 HTML pages• 35,000 binary files (mostly PDF)• 12 areas (34 business units)
  • 41. Go from bloated … to just enough
  • 42. Be ruthless about “hoarding”
  • 43. Connect content across the organization
  • 44. From content by department
  • 45. To visitors’ mental model
  • 46. Easy to read
  • 47. Clear call to action
  • 48. Easy-to-follow task path
  • 49. Auto-aggregate information
  • 50. Re-think content
  • 51. Case study detourGovernments run on meetings
  • 52. Reports, agendas, minutesIssues get written up Reports get put onto agendas Recommendations get published
  • 53. Like this: agenda with multiple topics
  • 54. Re-think content delivery from BLOBs
  • 55. To the topic-based model
  • 56. Components repackaged by outputSource channelcontent Output A Output B Output C Output D
  • 57. How to componentize this?
  • 58. Genre = social construct AGENDA Item for discussion 1 Item for discussion 2 Item for discussion 3 Item for discussion 4 Item for discussion 5
  • 59. Schema = technical construct Topics TagsItem for discussion 1 AGENDAItem for discussion 2 Item for discussion 1 Item for discussion 2Item for discussion 3 Item for discussion 3Item for discussion 4 Item for discussion 4 Item for discussion 5Item for discussion 5
  • 60. Rethink the content flow
  • 61. Deliver to the neighbourhood pages
  • 62. Deliver to relevant pages site-wide
  • 63. Better search results
  • 64. Connect the dots
  • 65. Instructive and a showcase
  • 66. Tell the City’s story
  • 67. Engage the next generation
  • 68. What we didn’t cover here• Mobile• Applications• Maps• Open data• Engagement tools• Taxonomy• Social media• Digital strategy• Governance…and much, much more
  • 69. Thank you Intelligent Content Starts with an Intelligent Content StrategyRahel Anne Bailie © 2013 Intentional Design Inc.@rahelab /