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ADAPTING OURSELVES TO
    ADAPTIVE CONTENT




DIWD 2011
@karenmcgrane
#DIWD
RESPONSIVE DESIGN
ADAPTIVE



                    2
“
Fragmenting our content across different
“device-optimized” experiences is a losing
proposition, or at least an unsustainable one.
      —Ethan Marcotte, Responsive Web Design




                                             3
STRUCTURED CONTENT
ADAPTIVE



                     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, BBC




                         Nimble Report, http://nimble.razorfish.com   5
6
7
8
Adapting ourselves to adaptive content
10
content                  content   content



content    content



     content         content



                                             11
http://www.flickr.com/photos/filamentgroup/5149016958/
FRAGMENTED CMS TOOLS
FRAGMENTED INTERNAL PROCESSES
FRAGMENTED DEVICES + PLATFORMS




                                 13
A TALE OF TWO PUBLISHERS




                           14
15
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
We’re about to usher in a golden age
       of PDFs on the iPad.




                        Paul Ford, Ftrain.com
                                                20
“
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 Difficulties




                           http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all   21
All I see is an
  entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES
          GODDAMMIT.”




        Condé Nast Is Experiencing Technical Difficulties
                                                            22
COPE: Create Once, Publish Everywhere   23
C
O
N
T
E
N
T

P
R
O
V
I
D
E
R
S




M
U
S
I
C

P
A
R
T
N
E
R
S




    NPR, Open Content and API’s, O’Reilly Oscon   24
NPR.ORG




                NPR Digital Media Examples
          NPR, OpenCOPE and API’s, O’Reilly Oscon
                of Content                          25
NPR.ORG
PLAYER




          NPR Digital Media Examples
          of COPE                      26
NPR NEWS
IPHONE APP




             27
NPR MOBILE
WEB SITE




             28
NPR ADDICT
IPHONE APP
Produced by a public user,
based entirely on the NPR API




                                29
NPR ON THE
PUBLIC RADIO
PLAYER




               30
NPR ON
WBUR




         31
NPR ON
MPR




         32
NPR ON
iGOOGLE




          33
NPR IN
iTUNES




         34
NPR’S
CMS




        35
NPR’S API




            36
BUSINESS VALUE?




                  37
31,000




                           2010 IPAD ISSUE SALES
         22,000




                  13,000
                            11,000   10,500
                                              8,700


                                                      4,300
                                                              2,775


Sept.    Nov.     Sept.     Nov.     Sept.    Nov.    Sept.   Nov.



                                                                  38
NPR PAGE VIEWS   88M




  43M




                       39
“
Over the last year, NPR’s total page view growth has
increased by more than 80%. How did we get that
much growth? Our API.
The biggest impact that the API has made, however, is
with our mobile strategy. The API has enabled NPR
product owners to build specialized apps on a wide
range of platforms and devices, liberating them from
being dependent on custom development to access
the content. Through this process, we built our iPhone
and iPad apps, mobile sites, open sourced Android app
and HTML5 site, some of which were turned around in
a matter of weeks!
       —Zach Brand, Senior Director Technology, NPR
                                                   40
WHY ARE NEWS
ORGANIZATIONS
THE INNOVATORS?



                  41
Masthead


Hed: Headline, heading, head or title of
a story, rarely a complete sentence.
Dek: Deck, blurb, or article teaser or sub-headline. A
phrase or two between the headline and the body of
the article that explains what the story is about.
•Nut graf          Lede: Lead, as in leading paragraph, usually the
                   first sentence, or in some cases the first two              Captions are photo headlines
•Nutshell
 paragraph         sentences, ideally 20-25 words in length. An              Cutlines are the words (under the
                   effective lead is a brief, sharp statement of the         caption, if there is one) describing the
•Summarizes the    story's essential facts.                                  photograph or illustration.
 story's content
•Often bullet-     Lorem ipsum dolor sit amet, consectetuer
 pointed           adipiscing elit, sed diam nonummy nibh euismod
•Sometimes set     tincidunt ut laoreet dolore magna aliquam erat
 off in a box      volutpat.

                   Ut wisi enim ad minim veniam, quis nostrud exerci
                   tation ullamcorper suscipit lobortis nisl ut aliquip ex
                   ea commodo consequat. Duis autem vel eum iriure
                   dolor in hendrerit in vulputate velit esse molestie
                   consequat, vel illum dolore eu feugiat nulla facilisis
                   at vero eros et accumsan et iusto odio dignissim
                   qui blandit praesent luptatum zzril delenit augue
                   duis dolore te feugait nulla facilisi.

                                                                                                                        42
It’s scary to think about your package
devolved into different content elements.
It takes imagination and understanding to
        take that apart. And courage.




           Sarah Chubb Sauvayre, Condé Nast   43
THE FUTURE OF
ADAPTIVE CONTENT



                   44
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL                                  TABLET
  MEDIA                                    APPS


                     CONTENT

MICROSITES                                PRINT




             BLOGS               EMAIL
                      INTRANET


                                                   45
REUSABLE CONTENT STORE




                         46
Intelligent                 Flexible

              Structured

  Nimble                        Agile


                 Adaptive
  Atomized                     Semantic


                                          47
WHAT’S STOPPING US?




                      48
“BUT WE’VE ALWAYS RECYCLED
THIS WAY!”



                             49
Thinking about where content will “live”
    on a “web page” is pretty 1999.




                   Lisa Welchman, @lwelchman   50
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     PRINT

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  51
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                      WEB

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  52
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL                                 TABLET
  MEDIA                                   APPS


                     MOBILE

MICROSITES                               PRINT




             BLOGS              EMAIL
                     INTRANET


                                                  53
THE MARRIAGE OF
CONTENT AND FORM



                   54
“
Traditional publishing and content management
systems bind content to display and delivery
mechanisms, which forces a recycling approach for
multi-platform publishing.
A semantic content publishing system, on the
other hand, 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.
                                        —Dan Willis
                            http://dswillis.com/uxcrank/?p=378   55
API               OWL
XML
                                                             RDF




EXIF                                                     DITA
             XMP   http://www.flickr.com/photos/97867906@N00/5913915289/   56
IT’S NOT A TECHNOLOGY PROBLEM.
IT’S A STRATEGY PROBLEM.
WHICH MEANS IT’S A PEOPLE
PROBLEM.


                             57
WHAT DO WE NEED
TO GET THERE?



                  58
BETTER CMS WORKFLOW
WRITE FOR THE CHUNK, NOT THE
PAGE
DEMYSTIFY METADATA


                           59
BETTER CMS WORKFLOW




                      60
Adapting ourselves to adaptive content
CMS IS THE ENTERPRISE
SOFTWARE THAT UX FORGOT



                          62
63
64
65
CONTEXTUAL INQUIRY
USER PERSONAS
USER SCENARIOS
TASK ANALYSIS
WORKFLOW MAPPING
CARD SORTING
CONTENT MODELING
ITERATIVE PROTOTYPING
USABILITY TESTING
ANALYTICS DATA
                        66
“
The happier people are, the better their content
will be, the more content they’ll produce.
Digital newsrooms have moved from shoveling to
creating. Those two tasks require very different
environments.
                            —Patrick Cooper, NPR




            http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/   67
“
Beautiful software, even for back-end users, is
becoming an expectation.
We’re moving in this direction because we now
understand that better content management
systems foster 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/   68
WRITE FOR THE CHUNK,
NOT THE PAGE



                       69
Adapting ourselves to adaptive content
BLOBS vs. CHUNKS




                   71
NPR’S
CMS




        72
Page Title
                 Example: Widget-o-Rama: FancyWidget No. 5

PRODUCT DESCRIPTION—ANSWERS THE QUESTION “WHAT IS IT?”
Product Name
Product Line
Short                                                                          Guidelines: Two sentences. The product
                                                                               description should answer the questions
Description
                                                                               “What is it?” “Who is it for?” and “What does
                                                                               it do?” The description must include at least
                                                                               one real, actual noun besides the name of the
                 Example description: Widget-o-Rama’s FancyWidget              product.
                 No. 5 is an inverse reactive current supply mechanism
                 used for operating nofer-trunnions and reducing
                 sinusoidal depleneration when used in conjunction with a
                 drawn reciprocating dingle arm.

PRODUCT BENEFITS—ANSWERS THE QUESTION “WHY SHOULD I BUY IT?”
Benefit/Feature                                                                 Guidelines: Benefits are about the customer
Pairs                                                                          and answer the question, “What will this do
                                                                               for me?” Features are about the product and
                                                                               answer the question, “How does the product
                                                                               work?” On the Widget-o-Rama website, they
                                                                               should come in pairs consisting of a very
                 Examples:                                                     specific benefit, followed by the feature or
                 Reduces maintenance costs by up to 50% by                     features that make it possible. Use concrete
                 replacing delicate gremlin studs with a robust spiral         terms whenever you can.
                 decommutator and eliminating the need for drammock oil
                 after phase detractors are remissed.
                 Prevents side fumbling via the addition of pentametric
                 fan consisting of six hydrocoptic marzelvanes fitted to the
                 ambifacient lunar vaneshaft.


                           http://www.alistapart.com/articles/content-templates-to-the-rescue/                                 73
Display
          Styles




Content                 Input
Model               Templates



                                74
75
76
Adapting ourselves to adaptive content
TRUNCATION IS NOT A
CONTENT STRATEGY



                      78
DEMYSTIFYING METADATA




                        79
METADATA PROGRAMMATICALLY
BUILDS PAGES



                        80
Metadata is the new art direction.




                  Ethan Resnick, @studip101   81
METADATA SUPPORTS
PERSONALIZED CONTENT



                       82
ABC Co.
METADATA HELPS PRIORITIZE
CONTENT



                            84
85
USE MOBILE AS A WEDGE.




                         86
The more structure you put into content
       the freer it will become.




                   Rachel Lovinger, @rlovinger   87
SEPARATION OF CONTENT
FROM DISPLAY.
(FOR REAL THIS TIME.)


                        88
This approach of using structured content
  removes much of the requirement for
       formatting tools in the CMS.




      Rachel Andrew, Your WYSIWYG Editor Sucks   89
DESIGN WITH AND FOR
STRUCTURED CONTENT.



                      90
I’ve never seen anyone regret having
flexibility in how they deploy content.




                            Jeff Eaton, @eaton   91
THANKS!
ROCK ON!


@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149

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Adapting ourselves to adaptive content

  • 1. ADAPTING OURSELVES TO ADAPTIVE CONTENT DIWD 2011 @karenmcgrane #DIWD
  • 3. “ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one. —Ethan Marcotte, Responsive Web Design 3
  • 5. “ 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, BBC Nimble Report, http://nimble.razorfish.com 5
  • 6. 6
  • 7. 7
  • 8. 8
  • 10. 10
  • 11. content content content content content content content 11
  • 13. FRAGMENTED CMS TOOLS FRAGMENTED INTERNAL PROCESSES FRAGMENTED DEVICES + PLATFORMS 13
  • 14. A TALE OF TWO PUBLISHERS 14
  • 15. 15
  • 20. We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, Ftrain.com 20
  • 21. “ 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 Difficulties http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all 21
  • 22. All I see is an entire organization screaming, “WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties 22
  • 23. COPE: Create Once, Publish Everywhere 23
  • 24. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 24
  • 25. NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content 25
  • 26. NPR.ORG PLAYER NPR Digital Media Examples of COPE 26
  • 29. NPR ADDICT IPHONE APP Produced by a public user, based entirely on the NPR API 29
  • 30. NPR ON THE PUBLIC RADIO PLAYER 30
  • 38. 31,000 2010 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775 Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov. 38
  • 39. NPR PAGE VIEWS 88M 43M 39
  • 40. “ Over the last year, NPR’s total page view growth has increased by more than 80%. How did we get that much growth? Our API. The biggest impact that the API has made, however, is with our mobile strategy. The API has enabled NPR product owners to build specialized apps on a wide range of platforms and devices, liberating them from being dependent on custom development to access the content. Through this process, we built our iPhone and iPad apps, mobile sites, open sourced Android app and HTML5 site, some of which were turned around in a matter of weeks! —Zach Brand, Senior Director Technology, NPR 40
  • 42. Masthead Hed: Headline, heading, head or title of a story, rarely a complete sentence. Dek: Deck, blurb, or article teaser or sub-headline. A phrase or two between the headline and the body of the article that explains what the story is about. •Nut graf Lede: Lead, as in leading paragraph, usually the first sentence, or in some cases the first two Captions are photo headlines •Nutshell paragraph sentences, ideally 20-25 words in length. An Cutlines are the words (under the effective lead is a brief, sharp statement of the caption, if there is one) describing the •Summarizes the story's essential facts. photograph or illustration. story's content •Often bullet- Lorem ipsum dolor sit amet, consectetuer pointed adipiscing elit, sed diam nonummy nibh euismod •Sometimes set tincidunt ut laoreet dolore magna aliquam erat off in a box volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. 42
  • 43. It’s scary to think about your package devolved into different content elements. It takes imagination and understanding to take that apart. And courage. Sarah Chubb Sauvayre, Condé Nast 43
  • 45. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET 45
  • 47. Intelligent Flexible Structured Nimble Agile Adaptive Atomized Semantic 47
  • 49. “BUT WE’VE ALWAYS RECYCLED THIS WAY!” 49
  • 50. Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman 50
  • 51. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET 51
  • 52. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET 52
  • 53. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET 53
  • 54. THE MARRIAGE OF CONTENT AND FORM 54
  • 55. “ Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing. A semantic content publishing system, on the other hand, 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. —Dan Willis http://dswillis.com/uxcrank/?p=378 55
  • 56. API OWL XML RDF EXIF DITA XMP http://www.flickr.com/photos/97867906@N00/5913915289/ 56
  • 57. IT’S NOT A TECHNOLOGY PROBLEM. IT’S A STRATEGY PROBLEM. WHICH MEANS IT’S A PEOPLE PROBLEM. 57
  • 58. WHAT DO WE NEED TO GET THERE? 58
  • 59. BETTER CMS WORKFLOW WRITE FOR THE CHUNK, NOT THE PAGE DEMYSTIFY METADATA 59
  • 62. CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT 62
  • 63. 63
  • 64. 64
  • 65. 65
  • 66. CONTEXTUAL INQUIRY USER PERSONAS USER SCENARIOS TASK ANALYSIS WORKFLOW MAPPING CARD SORTING CONTENT MODELING ITERATIVE PROTOTYPING USABILITY TESTING ANALYTICS DATA 66
  • 67. “ The happier people are, the better their content will be, the more content they’ll produce. Digital newsrooms have moved from shoveling to creating. Those two tasks require very different environments. —Patrick Cooper, NPR http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/ 67
  • 68. “ Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster 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/ 68
  • 69. WRITE FOR THE CHUNK, NOT THE PAGE 69
  • 73. Page Title Example: Widget-o-Rama: FancyWidget No. 5 PRODUCT DESCRIPTION—ANSWERS THE QUESTION “WHAT IS IT?” Product Name Product Line Short Guidelines: Two sentences. The product description should answer the questions Description “What is it?” “Who is it for?” and “What does it do?” The description must include at least one real, actual noun besides the name of the Example description: Widget-o-Rama’s FancyWidget product. No. 5 is an inverse reactive current supply mechanism used for operating nofer-trunnions and reducing sinusoidal depleneration when used in conjunction with a drawn reciprocating dingle arm. PRODUCT BENEFITS—ANSWERS THE QUESTION “WHY SHOULD I BUY IT?” Benefit/Feature Guidelines: Benefits are about the customer Pairs and answer the question, “What will this do for me?” Features are about the product and answer the question, “How does the product work?” On the Widget-o-Rama website, they should come in pairs consisting of a very Examples: specific benefit, followed by the feature or Reduces maintenance costs by up to 50% by features that make it possible. Use concrete replacing delicate gremlin studs with a robust spiral terms whenever you can. decommutator and eliminating the need for drammock oil after phase detractors are remissed. Prevents side fumbling via the addition of pentametric fan consisting of six hydrocoptic marzelvanes fitted to the ambifacient lunar vaneshaft. http://www.alistapart.com/articles/content-templates-to-the-rescue/ 73
  • 74. Display Styles Content Input Model Templates 74
  • 75. 75
  • 76. 76
  • 78. TRUNCATION IS NOT A CONTENT STRATEGY 78
  • 81. Metadata is the new art direction. Ethan Resnick, @studip101 81
  • 85. 85
  • 86. USE MOBILE AS A WEDGE. 86
  • 87. The more structure you put into content the freer it will become. Rachel Lovinger, @rlovinger 87
  • 88. SEPARATION OF CONTENT FROM DISPLAY. (FOR REAL THIS TIME.) 88
  • 89. This approach of using structured content removes much of the requirement for formatting tools in the CMS. Rachel Andrew, Your WYSIWYG Editor Sucks 89
  • 90. DESIGN WITH AND FOR STRUCTURED CONTENT. 90
  • 91. I’ve never seen anyone regret having flexibility in how they deploy content. Jeff Eaton, @eaton 91