Workhorse Strategy
        for Workhorse Content



Rahel Anne Bailie
Intentional Design Inc.
www.intentionaldesign.ca
Definition

             Content (n.):
             • Human-usable,
               contextualized data
             • Some...
The distinction



                  You can’t design for
                  Lorem Ipsum text
Assumption                               Users want
Content is the treasure at the end of
the treasure hunt.
             ...
Persuasive
Genres
              Marketing Informational
                     Infotainment


         Instructive
         ...
Formats
Delivery   Text Graphics Images Video Audio


           Outputs
           Print
                Print PDF optimi...
Transferrable   • Minimalism: minimalist
concepts          content (+ plain language +
                  semantic structur...
• Multi-channel publishing
Typical CS
               (Web, print, etc)

             • Product lifecycle content
         ...
Framework
            Content strategy:
             A repeatable system
             that governs
             management...
• Requirements                           • Acquire
• Personas, use                          • Author
  cases, scenarios   ...
Case study


             Content strategy for
             single-sourcing of
             product content
Project goals   • Better user experience –
                  SaaS
                • Faster time to market –
              ...
UX team builds UA product content directly into the interface

                                                    User In...
The content is written in a source file ... and syndicated into the UI.

                                                 ...
Single-sourcing, with external variables, to multiple outputs.

                                                          ...
Implications for Proposed Method


    • Can’t simply migrate content into new software
    • Moving from old method (manu...
Comparison


    Typical per-module cost (existing)   Typical per-module cost (proposed)
    • $220 per topic             ...
Position



           Content drives the
            user experience.
User goal

            Get content:
            1. Find it.
            2. Consume it.
            3. Act on it.
Reminder   • Users don’t care
             about the content
             genre or whose
             department it is to
...
Update the site/product:
Interpretation   • Better content for
                   increased user engagement
              ...
The UCD process

Phase                       Sequencing
User research (w content)
Personas (w content)
Scenarios (w conten...
The content process

Phase                   Sequencing
Goals/Objectives
Inventory/Audit
Categorize/classify
Map content f...
UCD process

       Identify need for
         user-centered
        design content
                                      ...
Content
capabilities   Content must be able to:
               • Integrate
                 – Embed data into content
    ...
Content attributes   So content must be:
                     • Well-formed
                       – 4 Cs, right tone, etc...
Rahel Anne Bailie,
Thank you   Content Strategist
            Intentional Design Inc.
            +1.604.837.0034

       ...
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Workhorse Strategy For Workhorse Content by Rahel Bailie

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Workhorse Strategy for Workhorse Content by Rahel Bailie

Presentation given to CHI*Atlanta UX Group in January 2010

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Workhorse Strategy For Workhorse Content by Rahel Bailie

  1. 1. Workhorse Strategy for Workhorse Content Rahel Anne Bailie Intentional Design Inc. www.intentionaldesign.ca
  2. 2. Definition Content (n.): • Human-usable, contextualized data • Something contained, as in a receptacle
  3. 3. The distinction You can’t design for Lorem Ipsum text
  4. 4. Assumption Users want Content is the treasure at the end of the treasure hunt. content. If the content is not up to snuff, your UX isn’t complete.
  5. 5. Persuasive Genres Marketing Informational Infotainment Instructive Educational Informational Procedural Entertainment Dramatic Humorous Fiction Documentary
  6. 6. Formats Delivery Text Graphics Images Video Audio Outputs Print Print PDF optimized for print Browser Website Intranet Extranet Wiki Software interface Knowledge base User forums Training Utility XML Other XML schema
  7. 7. Transferrable • Minimalism: minimalist concepts content (+ plain language + semantic structure + translation-readiness) • Design pattern libraries: content component libraries • Multichannel service: multichannel publishing
  8. 8. • Multi-channel publishing Typical CS (Web, print, etc) • Product lifecycle content (specs, descriptions, UA, tech marketing) • Web sites and apps
  9. 9. Framework Content strategy: A repeatable system that governs management of content throughout the entire content lifecycle
  10. 10. • Requirements • Acquire • Personas, use • Author cases, scenarios • Edit • Governance • Metadata • Budget Analyze Collect Publish Manage • Aggregate • Configure • Transform • Componentize • Present • Structure (XML) • Syndicate • Repository • Revise/sunset The Content Lifecycle
  11. 11. Case study Content strategy for single-sourcing of product content
  12. 12. Project goals • Better user experience – SaaS • Faster time to market – competitive advantage • Savings – production and translation • Efficiency – easier internal processes • Brand – contemporary look
  13. 13. UX team builds UA product content directly into the interface User Interface For example: Menu | Menu | Menu | Menu | Menu Here Window A Window B and here and here
  14. 14. The content is written in a source file ... and syndicated into the UI. User Interface Typical DITA task* Menu | Menu | Menu | Menu | Menu <Task><Title>Title [w variable]</title> <ShortDesc>Short Description</shortdesc> Window A Window B <TaskBody><Steps> <Step><Cmd>Step</cmd> <Info>Step info</info> <Stepresult>Step results</stepresult></step> </steps> ? </Result>Task results</result> </taskbody> </task> DITA XML = Darwin Information Typing Architecture 3 topic types: concept, task, reference OASIS standard at http://docs.oasis-open.org/dita/v1.1/CD01/overview/overview.html
  15. 15. Single-sourcing, with external variables, to multiple outputs. User Interface Typical DITA task* Menu | Menu | Menu | Menu | Menu <Task><Title>Title [Client Label]</title> <ShortDesc>Short Description</shortdesc> Window A Variable B <LearnObj>Learning Objective</learnobj> <TaskBody><Steps> <Step><Cmd>Step</cmd> <Info>Step info</info> <Stepresult>Step results</stepresult></step> ? </steps> </Result>Task results</result> </taskbody> </task> Taxonomy File Learning Centre Object EN Title [w variable] Window A Help Topic Content Object Learning Objective Term A Title [w variable] Term B 1. Short Description Base Object StepKnowledge Window B = Variable Step Title [w variable] info Term A 1. Step Step Step 1. results Term C Task results info Step Step info Step results Step results Task results Task results [Added call centre comments]
  16. 16. Implications for Proposed Method • Can’t simply migrate content into new software • Moving from old method (manuals / desktop / spaghetti code content) to new method (topics / Web / object-oriented content) means major rewrite = initial significant cost • The new UI has additional content types • UA is embedded in the UI, so it must be created, created well, and display reliably
  17. 17. Comparison Typical per-module cost (existing) Typical per-module cost (proposed) • $220 per topic • $120 per topic • 1350 topics • 670 unique topics • $297,000 per average module • $80,400 per average module • 30% revised topics • 15% revised topics • $89,100 per average revision • $12,060 per average revision • $ 97,200 average localization • $24,120 average localization cost into 4 languages cost into 4 languages • Cost of initial dev: $297,000 • Cost of initial dev: $80,400 • Cost of revision: $186,300 • Cost of revision: $36,180
  18. 18. Position Content drives the user experience.
  19. 19. User goal Get content: 1. Find it. 2. Consume it. 3. Act on it.
  20. 20. Reminder • Users don’t care about the content genre or whose department it is to supply it • To content consumers, it’s all “just content”
  21. 21. Update the site/product: Interpretation • Better content for increased user engagement • Better content for more satisfying user experience • Easier content update processes • Contemporary look and better content • Deliver content by adopting newer technologies
  22. 22. The UCD process Phase Sequencing User research (w content) Personas (w content) Scenarios (w content) Paper prototype Usability testing Wireframes (w content) Usability testing Development and design Usability testing Testing (w content) Launch Maintain Embed content aspect into each phase of the UCD process.
  23. 23. The content process Phase Sequencing Goals/Objectives Inventory/Audit Categorize/classify Map content flow Map work processes Develop content model Set up taxonomy Assign metadata Creation/editing Automation Launch Maintain
  24. 24. UCD process Identify need for user-centered design content Specify context of use System Evaluate satisfies Specify design content specified requirements requirements Produce design content solutions As shown on the Usability Professionals’ Association site
  25. 25. Content capabilities Content must be able to: • Integrate – Embed data into content • Converge – Show content from multiple sources in single display • Syndicate – Send content out on demand
  26. 26. Content attributes So content must be: • Well-formed – 4 Cs, right tone, etc • Structured – XML, xHTML, accessible • Semantic – Have meaningful metadata • Standards-based – OASIS (DITA, DocBook, etc.)
  27. 27. Rahel Anne Bailie, Thank you Content Strategist Intentional Design Inc. +1.604.837.0034 www.linkedin.com/in/rahelannebailie www.google.com/profiles/rahel.bailie www.intentionaldesign.ca

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