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Lavacon12 rethink content paper to tablet

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Content needs to be written differently when you primary delivery is on smart phones or tablets. Shorter sentence structure and reduced word count, as well as principles from SEO are recommended.

Content needs to be written differently when you primary delivery is on smart phones or tablets. Shorter sentence structure and reduced word count, as well as principles from SEO are recommended.

Unfortunately, most of us don't write this way; we write until we fill up a laptop or computer screen. Also, our eyes can "remember" more on a sheet of paper or large screen than we can in transient "thumb fuls" of smart phone paragraphs.

Try the exercises developed by Maxwell Hoffmann of Adobe, and you will be surprised at how easy it is to "think different / write diffe

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  • Adobe’s work around content authoring shows how the company is helping technical writers, enterprises, media companies and organizations re-imagine a world transformed through digital experiences. Along with our other businesses -- in online marketing optimization and customer experience management -- no other software company is having more of an impact in how the world communicates and interacts across our evolving and dynamic media landscape. In content authoring, Adobe’s open approach means media companies and content authors have control over their own business destiny, can innovate around business models, and can target any platform with their content – particularly important in the mobile space. Today and in the future, Adobe provides the innovative tools and services to create stunning visual work that helps differentiate content and marketing campaigns – in print, online, for broadcast and mobile devices. Adobe’s ubiquitous delivery technologies help attract and retain audiences and customers by offering the broadest possible reach and enable relevant, rich experiences across operating system, device, and platform. And because of this Adobe is virtually everywhere you look, from TV and movies to magazines, to websites to enterprise applications. Adobe has always been at the heart of making engaging experiences happen, and we fuel the content creation and delivery ecosystem in a way no other technology company can. Over the past 27 years, we have enabled businesses to reach consumers regardless of what computer they have, what browser they like, or what device suits their needs, as technology and the web have evolved.Through its work with content authors, Adobe is changing the world through digital experiences. Whether it's a mobile application, a Facebook game, a YouTube video, an e-commerce business, a digital magazine, or an online bank application -- odds are that it was touched by Adobe technology.
  • The HTML5 Test (html5test.com) scores browsers based on their support for individual HTML5 aspects. Maximum potential score = 500

Lavacon12 rethink content paper to tablet Lavacon12 rethink content paper to tablet Presentation Transcript

  • Rethinking Content from Paper toTablets, Mobile Screens & ePubs Maxwell Hoffmann Adobe Systems
  • About Adobe  Founded in December 1982  74 Offices in 43 Countries  $4.2 billion in revenue in FY2011  Corporate Headquarters in San Jose, California  More than 10,000 employees  Adobe donates a minimum of 1% of net income to philanthropy We simplify complicated, inefficient and expensive workflows We enable more engaging, compelling content We drive greater return from digital media and marketing investments© 2012 Adobe Systems Incorporated. All Rights Reserved. 2
  • About the speaker:Maxwell Hoffmann Global Product Evangelist, Tech Comm Suite / Solutions for Adobe Systems Former Product Manager and Sales Training Director for Frame Technology Dozen years in translation industry, working on “whatever documents walked through the door” Trained over 1,200 people in hands-on, scalable publishing solutions Customers in multiple industries/multilingual output; estimated 1,000,000 pages of multilingual production Takeaway: worked for vendors  became customer  works for vendor© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • (sigh) -- The inevitable history/timeline slide ….© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • Writer have wanted their “finger prints” in content for a long time Human hand prints from Spanish cave recently tested to be over 40,000 years old© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  • Re-imagination of Nearly Everything – Powered by New Devices + Connectivity + UI + Social – Where we are Now…© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • First Generation of Re-Imagination – After 125 Years, Landlines Were Surpassed by Mobiles in 2002 Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • First Generation of Re-Imagination – After 244 Years, Encyclopedia Britannica is Going out of Print in 2012 Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • First Generation of Re-Imagination – After 305 Years, Newspaper Ad Revenue Was Surpassed by Internet in 2010 Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • Re-Imagination of Computing Devices Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  • Human Computer Interaction Punchcards© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
  • Human Computer Interaction Terminal© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  • Human Computer Interaction Mouse© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  • Human Computer Interaction Touch© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Re-Imagination of Connectivity Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  • Re-Imagination of Life Stories Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  • Re-Imagination of News + Information Flow Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
  • Re-Imagination of Magazines Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • Re-Imagination of Books Source: KPCB Internet Trends 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • Re-Imagination of Technical Communications? TECHCOMM© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • How the landscape has changed for Content Creators  Readers:  have less time and shorter attention spans  expect the latest, up-to-date version of any content ASAP  Writers/Artists:  Fewer of us (smaller work groups)  Less times, shorter delivery schedules (magnified by target languages with localization/translation)  Workload (amount of data) often 2-3x that of 10 years ago  Increased pressure to serve Global Audience  Graphic Artist used to be a fulltime, corporate position; in some locales those skills have withered  21st Century “tech writers” struggling to gain status, recognition and influence over budget – they struggle for budget as localization customers© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • We have “fat” legacy content and less space for it© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • In technical documentation, we still write more than people can read© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • Customers have less attention & time to consume data© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • How did we a “page-based” lens for content?  FOR DECADES ….  Page size or laptop/computer screen has usually been the “lens” through which we visualize delivered content  Most of us write enough words to fill up the space we are working in (e.g. “write to the bottom of the page”)  Technical content: many of us are still prone to unnecessarily bracketing “critical info” in nested lists or tables© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
  • Why do we write more content than people can read?  We‟re subject matter experts; we know a lot, we have a lot to say  Most of us are used to describing steps rather than dynamic, visual presentation  Sometimes we are revising earlier versions of “documentation” with content that is 5 – 15 years old  We have few examples or models to work from for “reduced” content versions© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • CHALLENGE: repackaging message/content in smaller containers© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
  • What are our biggest challenges for the “new” small screen?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
  • We are used to indents, lists, tables, boxed cautions for emphasis© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
  • Mobile aspect ratio presents challenges for technical material© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30
  • Traditional, “fat” bullet or numbered lists are a problem 1. You have 8 to 20 screens 2. Thumbs will wear out navigating through this many points 3. Reader retention is diminished 4. Follow some guidelines from PowerPoint regarding max number of points and reader retention© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31
  • Some options to consider 1. Use conditional text or filter by attributes (DITA) to reduce content if single- sourcing 2. In some cases, alternate sections for an executive summary 3. Does this lengthy tech doc manual really need to go to mobile devices?© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 32
  • HOW can you write content short enough for small screen?  Use alternate templates that simulate screen and font/point size ratio  Use WYSIWYG editing display to see how much content you have for iPhone screen as you write it  User alternate CSS style sheets with XML or XHTML content© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33
  • 1 page of wild and wacky exercises to “think/write” differently© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 34
  • How to break old “long sentence” writing patterns  Try writing an outline on a typewriter; you can only write; no editing/formatting; will feel and look different  Dictation: try creating 1.5 pages of content via dictation. (SW or recorder.) One breath = good sentence for iPhone screen.  Put topics or concepts on post-it stickers, and “organize them” on a manila filing folder  Read or listen to good examples of concise content that gets to the point in very few words:  Martha Stewart (“everything you need to know” radio and podcasts)  Dorothy Parker / E.F. Benton (1920s “modern” humor; short pithy sentences)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 35
  • Fewer words, shorter sentences Controlled English - Instrumentation Quaternary Pump Quaternary Pump When turned on, the quaternary pump runs through the When the Quaternary Pump starts initialization procedure to operation, the plunger moves determine the upper dead center inside the chamber. of the first plunger. The first This movement lets the computer plunger moves slowly upwards Simplified calculate and store into the mechanical stop of a position called “Top Dead chamber and from there it moves Center” (TDC). back a predetermined path length. (27 words) (44 words) Controlled English reduces text size by 30%. Example courtesy of www.smartny.com© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36
  • One movie is worth a thousand screen shots DISCLAIMER: this slide, again, assumes that you are creating typical, lengthy tech doc with lots of screen captures (e.g. software manuals)  Make discreet use of rich media; 3D graphics, video clips or dynamic screen captures (sized for small screen)  This allows the reader to pause on one screen (or PDF page) and “get it”© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 37
  • Lessons from the translation industry apply to source content authors  In some cases, “copy writing” (or rewrite for summary/mobile version) may be appropriate  Not all technical content will be suited for 100% single source publishing to full “page” output and vastly reduced “hand held” screen output  Think of portable devices as a “locale”:  You have an exotic population that has less time to absorb a message  Your target “locale” has a shorter attention span; important points must come first  Your target “locale” only has a thumb to navigate …. Content must appear in visual „chunks‟  In many cases, the reader is “standing in line” … physical comfort as well as findability are major issues© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
  • Adobe Tech Comm Suite 4: Embracing the Multiscreen Revolution NATIVE MOBILE KINDLE APPS BOOK MOBILE APPS© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 39
  • Deliver content to the iPad and other tablets, smartphones and desktops using Multiscreen HTML5 Output  Modern-looking Frameless SEO-friendly HTML5 output  Responsive Design with Fluid Layouts, CSS3 and Media Query  Socially-enabled Documentation  Create CSH for iOS and Android Mobile Apps© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Multiscreen HTML5 Publishing – Screen Layout Examples© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Industry Support for HTML5 Continues to GrowBrowser Support for HTML5 HasImproved Dramatically Over the PastTwo YearsMaximum potential score = 500Chrome 21 -> 437/500 Test your browser at: Html5test.com © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 43
  • Recommended Resources  Recorded Adobe Webinar: “Multi-screen Help Authoring” with guest Joe Welinske = http://adobe.ly/QXtBUq  Mobile First by Luke Wroblewski (2011) at http://amzn.to/QCxXQK  Check out webinars and website/blog resources from Acrolynx and Smart Software websites for guidelines on word reduction© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44
  • Question And Answer Time© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
  • Contact Information Information Maxwell Hoffmann Twitter twitter.com/maxwellhoffmann Adobe Systems, Inc. Email mhoffman@adobe.com Product Evangelist Web www.adobe.com LinkedIn www.linkedin.com/in/maxwellhoffmann Blog blogs.adobe.com/mbhoffmann Blog blogs.adobe.com/techcomm Facebook facebook.com/adobe.tcs© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 46
  • © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.