ADAPTING OURSELVES TO    ADAPTIVE CONTENTMobX@karenmcgrane
2
“Fragmenting our content acrossdifferent “device-optimized”experiences is a losing proposition,or at least an unsustainabl...
“             You can’t afford to create a piece of              content for any one platform.              Instead of cra...
5
We’re about to usher in a golden age       of PDFs on the iPad.                            Paul Ford, @ftrain
“            Existing art and production staffers             from the print side would be             responsible for mak...
All I see is an  entire organization screaming,“WE WANT IT TO BE THE EIGHTIES          GODDAMMIT.”        Condé Nast Is Ex...
COPE: Create Once, Publish Everywhere
CONTENTPROVIDERSMUSICPARTNERS    NPR, Open Content and API’s, O’Reilly Oscon   14
NPR.ORG                NPR Digital Media Examples          NPR, OpenCOPE and API’s, O’Reilly Oscon                of Content
NPR.ORGPLAYER          NPR Digital Media Examples          of COPE
NPR NEWSiPHONE APP
NPR MOBILEWEB SITE
NPR ADDICTIPHONE APPProduced by a public user,based entirely on the NPR API
NPR ON THEPUBLIC RADIOPLAYER
NPR ONWBUR
NPR ONMPR
NPR ONiGOOGLE
NPR INiTUNES
NPR’SCMS
NPR’S API
BUSINESS VALUE?
31,000                           2010 IPAD ISSUE SALES         22,000                  13,000                            1...
NPR PAGE VIEWS   88M  43M
“Over the last year, NPR’s total pageview growth has increased by morethan 80%.How did we get that much growth?Our API.   ...
“The biggest impact that the API has made,however, is with our mobile strategy. TheAPI has enabled NPR product owners tobu...
THE FUTURE OF MOBILEIS STRUCTURED CONTENT
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
REUSABLE CONTENT STORE
THE PRIMACY OF PRINT
Thinking about where content will “live”    on a “web page” is pretty 1999.                   Lisa Welchman, @lwelchman
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                      WEB       MOBILE           WEBSITE                                 APPS  SOCIAL               ...
MOBILE                       WEB       MOBILE           WEBSITE                                  APPS  SOCIAL             ...
“              Traditional publishing and content               management systems bind content               to display a...
“            A semantic content publishing             system creates well-defined chunks             of content that can ...
WHAT DO WE NEEDTO GET THERE?
WRITE FOR THE CHUNK, NOTFOR THE PAGEDEMYSTIFY METADATABETTER CMS WORKFLOW
46
47
TRUNCATION IS NOT ACONTENT STRATEGY
BLOBS vs. CHUNKS
DEMYSTIFYING METADATA
METADATA PROGRAMMATICALLYBUILDS PAGES
Metadata is the new art direction.                  Ethan Resnick, @studip101
METADATA HELPS PRIORITIZECONTENT
BETTER CMS WORKFLOW
Content admins hate all the fields.But the reason they hate all the fields       is the workflow is bad.                  ...
CMS IS THE ENTERPRISESOFTWARE THAT UX FORGOT
“Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now under...
USE MOBILE AS A WEDGE.
The more structure you put into content       the freer it will become.                   Rachel Lovinger, @rlovinger
SEPARATION OF CONTENTFROM DISPLAY.(FOR REAL THIS TIME.)
The future of content management systemsis in their ability to capture the content in a    clean, presentation-independent...
DESIGN WITH AND FORSTRUCTURED CONTENT.
I’ve never seen anyone regret havingflexibility in how they deploy content.                            Jeff Eaton, @eaton
DANKE!THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
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Adapting ourselves to adaptive content

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For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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Adapting ourselves to adaptive content

  1. 1. ADAPTING OURSELVES TO ADAPTIVE CONTENTMobX@karenmcgrane
  2. 2. 2
  3. 3. “Fragmenting our content acrossdifferent “device-optimized”experiences is a losing proposition,or at least an unsustainable one. —Ethan Marcotte Responsive Web Design
  4. 4. “ You can’t afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value. —Nic Newman, BBCNimble Report, http://nimble.razorfish.com
  5. 5. 5
  6. 6. We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, @ftrain
  7. 7. “ Existing art and production staffers from the print side would be responsible for making two iPad layouts (one in portrait and one in landscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficultieshttp://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all
  8. 8. All I see is an entire organization screaming,“WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties
  9. 9. COPE: Create Once, Publish Everywhere
  10. 10. CONTENTPROVIDERSMUSICPARTNERS NPR, Open Content and API’s, O’Reilly Oscon 14
  11. 11. NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content
  12. 12. NPR.ORGPLAYER NPR Digital Media Examples of COPE
  13. 13. NPR NEWSiPHONE APP
  14. 14. NPR MOBILEWEB SITE
  15. 15. NPR ADDICTIPHONE APPProduced by a public user,based entirely on the NPR API
  16. 16. NPR ON THEPUBLIC RADIOPLAYER
  17. 17. NPR ONWBUR
  18. 18. NPR ONMPR
  19. 19. NPR ONiGOOGLE
  20. 20. NPR INiTUNES
  21. 21. NPR’SCMS
  22. 22. NPR’S API
  23. 23. BUSINESS VALUE?
  24. 24. 31,000 2010 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
  25. 25. NPR PAGE VIEWS 88M 43M
  26. 26. “Over the last year, NPR’s total pageview growth has increased by morethan 80%.How did we get that much growth?Our API. —Zach Brand, Senior Director Technology, NPR
  27. 27. “The biggest impact that the API has made,however, is with our mobile strategy. TheAPI has enabled NPR product owners tobuild specialized apps on a wide range ofplatforms and devices, liberating themfrom being dependent on customdevelopment to access the content.Through this process, we built our iPhoneand iPad apps, mobile sites, Android appand HTML5 site, some of which wereturned around in a matter of weeks!
  28. 28. THE FUTURE OF MOBILEIS STRUCTURED CONTENT
  29. 29. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENTMICROSITES PRINT BLOGS EMAIL INTRANET
  30. 30. REUSABLE CONTENT STORE
  31. 31. THE PRIMACY OF PRINT
  32. 32. Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman
  33. 33. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINTMICROSITES PRINT BLOGS EMAIL INTRANET
  34. 34. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEBMICROSITES PRINT BLOGS EMAIL INTRANET
  35. 35. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILEMICROSITES PRINT BLOGS EMAIL INTRANET
  36. 36. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENTMICROSITES PRINT BLOGS EMAIL INTRANET
  37. 37. “ Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing. —Dan Willishttp://dswillis.com/uxcrank/?p=378
  38. 38. “ A semantic content publishing system creates well-defined chunks of content that can be combined in whatever way is most appropriate for a particular platform. All display issues are addressed by delivery applications, rather than by a content management system earlier in the process.http://dswillis.com/uxcrank/?p=378
  39. 39. WHAT DO WE NEEDTO GET THERE?
  40. 40. WRITE FOR THE CHUNK, NOTFOR THE PAGEDEMYSTIFY METADATABETTER CMS WORKFLOW
  41. 41. 46
  42. 42. 47
  43. 43. TRUNCATION IS NOT ACONTENT STRATEGY
  44. 44. BLOBS vs. CHUNKS
  45. 45. DEMYSTIFYING METADATA
  46. 46. METADATA PROGRAMMATICALLYBUILDS PAGES
  47. 47. Metadata is the new art direction. Ethan Resnick, @studip101
  48. 48. METADATA HELPS PRIORITIZECONTENT
  49. 49. BETTER CMS WORKFLOW
  50. 50. Content admins hate all the fields.But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental 58
  51. 51. CMS IS THE ENTERPRISESOFTWARE THAT UX FORGOT
  52. 52. “Beautiful software, even for back-endusers, is becoming an expectation.We’re moving in this directionbecause we now understand thatbetter content management systemsfoster better content. —Matt Thompson http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
  53. 53. USE MOBILE AS A WEDGE.
  54. 54. The more structure you put into content the freer it will become. Rachel Lovinger, @rlovinger
  55. 55. SEPARATION OF CONTENTFROM DISPLAY.(FOR REAL THIS TIME.)
  56. 56. The future of content management systemsis in their ability to capture the content in a clean, presentation-independent way. Daniel Jacobson, NPR
  57. 57. DESIGN WITH AND FORSTRUCTURED CONTENT.
  58. 58. I’ve never seen anyone regret havingflexibility in how they deploy content. Jeff Eaton, @eaton
  59. 59. DANKE!THANKS!@karenmcgranekaren@bondartscience.comwww.bondartscience.com+1 (917) 887-8149
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