2014 Mid-Atlantic Technical Communication Conference
Scenario-based design:
Connecting content to support
customer perform...
2014 Mid-Atlantic Technical Communication Conference
About me
Over 25 years as an award-winning
technical communicator in ...
2014 Mid-Atlantic Technical Communication Conference
Who are you?
Technical communicator who
designs feature-based content...
2014 Mid-Atlantic Technical Communication Conference
Today’s agenda
How to connect with your
customers.
How stories relate...
2014 Mid-Atlantic Technical Communication Conference
Where to start?
What challenges do you face?
Where do you want to be?...
2014 Mid-Atlantic Technical Communication Conference
What challenges do you face?
Feature-based content provides
product d...
2014 Mid-Atlantic Technical Communication Conference
Where do you want to be?
Design, develop, and deliver
content that su...
2014 Mid-Atlantic Technical Communication Conference
How can you get there?
How to connect with your
customers.
How storie...
2014 Mid-Atlantic Technical Communication Conference
How to connect
with your
customers
Customers
Context
Content
Copyrigh...
2014 Mid-Atlantic Technical Communication Conference
Customers
You are a customer advocate.
How we think our customers use...
2014 Mid-Atlantic Technical Communication Conference
Customers
Connect with customer directly.
Align yourself with custome...
2014 Mid-Atlantic Technical Communication Conference
Customers
How to share and apply customer
research?
Persona: A fictio...
2014 Mid-Atlantic Technical Communication Conference
Context
Epic stories are a global perspective
of customer using your ...
2014 Mid-Atlantic Technical Communication Conference
Context
Copyright Donn R. DeBoard 2014 14
2014 Mid-Atlantic Technical Communication Conference
Context
Epic stories show flow of
connection points in how your
custo...
2014 Mid-Atlantic Technical Communication Conference
Content
Continuum of Content
Who?
What?
Where?
When?
How?
Why?
Aggarw...
2014 Mid-Atlantic Technical Communication Conference
Content
Feature-based content includes
What and How information.
What...
2014 Mid-Atlantic Technical Communication Conference
Content
Who, Why, and When are not
always in feature-based content.
W...
2014 Mid-Atlantic Technical Communication Conference
How stories
relate to
scenarios
What are scenarios?
Components
Proces...
2014 Mid-Atlantic Technical Communication Conference
What are scenarios?
Scenarios are related stories that
focus on how c...
2014 Mid-Atlantic Technical Communication Conference
Components
People.
Tasks/workflow.
Goals and Business problems.
Conte...
2014 Mid-Atlantic Technical Communication Conference
Types of scenarios
Daily scenarios.
Critical scenarios.
Periodic scen...
2014 Mid-Atlantic Technical Communication Conference
A good scenario
Identifies the customer.
Shows something meaningful t...
2014 Mid-Atlantic Technical Communication Conference
Candidates for customer-driven
scenarios
Product Support records may
...
2014 Mid-Atlantic Technical Communication Conference
How to create scenarios
.Observe customers.
Determine the epic or end...
2014 Mid-Atlantic Technical Communication Conference
Building
scenarios
What are job stories?
How to create job stories
Ho...
2014 Mid-Atlantic Technical Communication Conference
What are job stories?
A framework for customer
viewpoint, similar to ...
2014 Mid-Atlantic Technical Communication Conference
What are job stories?
When (Situation), I want to
(Motivation and Act...
2014 Mid-Atlantic Technical Communication Conference
How to create job stories
Begin with epic story, if available.
Interv...
2014 Mid-Atlantic Technical Communication Conference
How to create job stories
Jobs (situations) and solutions are
indepen...
2014 Mid-Atlantic Technical Communication Conference
How job stories relate to scenarios
The epic story is composed of
int...
2014 Mid-Atlantic Technical Communication Conference
Key content in your scenarios
OVERVIEW
Overview describing business
p...
2014 Mid-Atlantic Technical Communication Conference
Exercise
Let’s work though an example.
Copyright Donn R. DeBoard 2014
2014 Mid-Atlantic Technical Communication Conference
What is the business need?
The Jones Group is required to
manage and ...
2014 Mid-Atlantic Technical Communication Conference
Observe customers.
Observe the customers:
CFO.
IT manager.
IT profess...
2014 Mid-Atlantic Technical Communication Conference
Determine the epic story.
Copyright Donn R. DeBoard 2014 36
2014 Mid-Atlantic Technical Communication Conference
Jane Smith, Jones’ CFO
As a CFO of Jones Group, I want to
automate an...
2014 Mid-Atlantic Technical Communication Conference
Mike Kelly, Jones’ IT Manager
Alex Davis, Jones’ IT professional
As a...
2014 Mid-Atlantic Technical Communication Conference
Simon Barry,
Jones’ Financial professional
As a finance professional,...
2014 Mid-Atlantic Technical Communication Conference
Determine user stories
Define Jones financial requirements
(Jane, CFO...
2014 Mid-Atlantic Technical Communication Conference
Identify phases within
Alex’s Install and Administer user story.
Inst...
2014 Mid-Atlantic Technical Communication Conference
Identify jobs or tasks within
Manage users story.
Assign permissions....
2014 Mid-Atlantic Technical Communication Conference
What job stories use
multiple decision paths?
Copyright Donn R. DeBoa...
2014 Mid-Atlantic Technical Communication Conference
What solutions use
specific product features?
Solutions may use more ...
2014 Mid-Atlantic Technical Communication Conference
Aggregate job stories into scenarios.
Daily scenarios.
Critical scena...
2014 Mid-Atlantic Technical Communication Conference
Your turn
Identify the epic story for your
product.
Identify several ...
2014 Mid-Atlantic Technical Communication Conference
High-level overview
of business challenge
Jones, a US-based company, ...
2014 Mid-Atlantic Technical Communication Conference
High-level overview of
business solution for decision makers
(Jane, J...
2014 Mid-Atlantic Technical Communication Conference
Business and technical challenges (Simon,
Jones’ Finance and Mike, IT...
2014 Mid-Atlantic Technical Communication Conference
Solution details for technical audience
(Alex, Jones’ IT Department)
...
2014 Mid-Atlantic Technical Communication Conference
Solution benefit details for customers
(Simon, Jones’ Finance Departm...
2014 Mid-Atlantic Technical Communication Conference
In Summary
Copyright Donn R. DeBoard 2014 52
How to connect with your...
2014 Mid-Atlantic Technical Communication Conference
Questions or comments?
Copyright Donn R. DeBoard 2014 53
2014 Mid-Atlantic Technical Communication Conference
Let’s connect
You are welcome to contact me with
questions and commen...
2014 Mid-Atlantic Technical Communication Conference
For more information
Andrea Ames, and Alison Riley. “Strategic Inform...
2014 Mid-Atlantic Technical Communication Conference
For more information
Dennis, Morgan. “Exploring Users’ Expectations a...
2014 Mid-Atlantic Technical Communication Conference
For more information
Parsons, Margaret. And Julie MacAller. “Developi...
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Scenario based design 2014 mid atlantic conference Donn DeBoard

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As technical communicators, we develop feature-based content that provides details about our products. But, often, this content doesn't address our customers job context to help them perform tasks successfully. Our customers search to find the right content to match their job context.

Scenario-based design helps you define a customer's work or job context using your product. This session provides of overview of scenarios and how to create them.

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Scenario based design 2014 mid atlantic conference Donn DeBoard

  1. 1. 2014 Mid-Atlantic Technical Communication Conference Scenario-based design: Connecting content to support customer performance Donn DeBoard 2014 Mid-Atlantic Technical Communication Conference March 22, 2014
  2. 2. 2014 Mid-Atlantic Technical Communication Conference About me Over 25 years as an award-winning technical communicator in the software and financial services industry. Senior Information Developer, Vertex Inc., a tax technology company in Berwyn, PA. STC Fellow. STC Community Outreach Committee (CAC). 11 years speaker at regional and international conferences. Candidate for the STC Nominating Committee. Copyright Donn R. DeBoard 2014 2
  3. 3. 2014 Mid-Atlantic Technical Communication Conference Who are you? Technical communicator who designs feature-based content. User Experience (UX) practitioner who designs a customer’s overall experience. Copyright Donn R. DeBoard 2014 3
  4. 4. 2014 Mid-Atlantic Technical Communication Conference Today’s agenda How to connect with your customers. How stories relate to scenarios. How to build scenarios. Key content in your scenarios. Exercise. Questions and answers. Copyright Donn R. DeBoard 2014 4
  5. 5. 2014 Mid-Atlantic Technical Communication Conference Where to start? What challenges do you face? Where do you want to be? How can you get there? Copyright Donn R. DeBoard 2014
  6. 6. 2014 Mid-Atlantic Technical Communication Conference What challenges do you face? Feature-based content provides product details. Details might not include job context. Can customers connect your content to their job? Do you know the broader business perspective? Do you know the customer’s end-to-end experience? Copyright Donn R. DeBoard 2014 6
  7. 7. 2014 Mid-Atlantic Technical Communication Conference Where do you want to be? Design, develop, and deliver content that supports a customer’s work-context. Connect individual customer stories into an end-to-end story. Copyright Donn R. DeBoard 2014 7
  8. 8. 2014 Mid-Atlantic Technical Communication Conference How can you get there? How to connect with your customers. How stories relate to scenarios. Build scenarios with job stories. Key content in your scenarios. Copyright Donn R. DeBoard 2014 8
  9. 9. 2014 Mid-Atlantic Technical Communication Conference How to connect with your customers Customers Context Content Copyright Donn R. DeBoard 2014
  10. 10. 2014 Mid-Atlantic Technical Communication Conference Customers You are a customer advocate. How we think our customers use our product may not be accurate. You are not your customer. Customer-facing SMEs are representations of your customer. Customer research: The foundation on which to build your content. Copyright Donn R. DeBoard 2014 10
  11. 11. 2014 Mid-Atlantic Technical Communication Conference Customers Connect with customer directly. Align yourself with customer-facing peers. Find a champion for making customer connections. Customer surveys, conference calls, or on-site customer visits. Create opportunities for yourself. Copyright Donn R. DeBoard 2014 11
  12. 12. 2014 Mid-Atlantic Technical Communication Conference Customers How to share and apply customer research? Persona: A fictional representation of your customer, based on research data and interviews. Personas allow you to identify on and share customer perspective within your organization. Copyright Donn R. DeBoard 2014 12
  13. 13. 2014 Mid-Atlantic Technical Communication Conference Context Epic stories are a global perspective of customer using your product. An interconnected series of stories that show how customer uses your product. Epic stories are also called end-to- end stories. Copyright Donn R. DeBoard 2014 13
  14. 14. 2014 Mid-Atlantic Technical Communication Conference Context Copyright Donn R. DeBoard 2014 14
  15. 15. 2014 Mid-Atlantic Technical Communication Conference Context Epic stories show flow of connection points in how your customer uses product. User stories provides entry point into identifying specific customer tasks. Specific tasks help you identify the product features that customer uses. Copyright Donn R. DeBoard 2014 15
  16. 16. 2014 Mid-Atlantic Technical Communication Conference Content Continuum of Content Who? What? Where? When? How? Why? Aggarwal Copyright Donn R. DeBoard 2014 16
  17. 17. 2014 Mid-Atlantic Technical Communication Conference Content Feature-based content includes What and How information. What describes the features. How describes procedures and processes. Aggarwal Copyright Donn R. DeBoard 2014 17
  18. 18. 2014 Mid-Atlantic Technical Communication Conference Content Who, Why, and When are not always in feature-based content. Who includes user roles or community of users. Why includes business context. When includes customer workflow. Copyright Donn R. DeBoard 2014 18
  19. 19. 2014 Mid-Atlantic Technical Communication Conference How stories relate to scenarios What are scenarios? Components Process overview for create scenarios Copyright Donn R. DeBoard 2014
  20. 20. 2014 Mid-Atlantic Technical Communication Conference What are scenarios? Scenarios are related stories that focus on how customers perform tasks rather than product functions. Describes a real world circumstance of how someone uses a product. Rosson & Carroll Copyright Donn R. DeBoard 2014 20
  21. 21. 2014 Mid-Atlantic Technical Communication Conference Components People. Tasks/workflow. Goals and Business problems. Context or environment. Information. Interaction. Ames & Riley Rosson & Carroll Copyright Donn R. DeBoard 2014 21
  22. 22. 2014 Mid-Atlantic Technical Communication Conference Types of scenarios Daily scenarios. Critical scenarios. Periodic scenarios. Exceptions scenarios. Problem or troubleshooting scenarios. Copyright Donn R. DeBoard 2014 22
  23. 23. 2014 Mid-Atlantic Technical Communication Conference A good scenario Identifies the customer. Shows something meaningful the customer wants to do. Shows why the scenario is important. Show what success looks like when the customer completes scenario. Shows what’s next. Parsons & MacAller Copyright Donn R. DeBoard 2014 23
  24. 24. 2014 Mid-Atlantic Technical Communication Conference Candidates for customer-driven scenarios Product Support records may suggest trends or re-occurring problem areas. Customer-facing staff share anecdotal stories about problems areas. Customer focus groups or meetings with individual customers can also show trends. Copyright Donn R. DeBoard 2014 24
  25. 25. 2014 Mid-Atlantic Technical Communication Conference How to create scenarios .Observe customers. Determine the epic or end-to end story. Identify user stories. Determine the broad phases in user stories. Identify the jobs or tasks within each user story. Identify decision paths and solutions. Aggregate job stories into scenarios. Copyright Donn R. DeBoard 2014 25
  26. 26. 2014 Mid-Atlantic Technical Communication Conference Building scenarios What are job stories? How to create job stories How job stories relate to scenarios Copyright Donn R. DeBoard 2014
  27. 27. 2014 Mid-Atlantic Technical Communication Conference What are job stories? A framework for customer viewpoint, similar to user stories. Focuses on : Customer actions for a job. Triggering event or situation. Customer motivation and goal. Intended outcome. Decision path. Klement Copyright Donn R. DeBoard 2014 27
  28. 28. 2014 Mid-Atlantic Technical Communication Conference What are job stories? When (Situation), I want to (Motivation and Action) So that (Expected outcome). When I leave this session, I want to be able to create job stories so that my customer’s experience is improved. Customer point-of-view. Provides customer context and causes. Define motivations, not implementation. Klement Copyright Donn R. DeBoard 2014 28
  29. 29. 2014 Mid-Atlantic Technical Communication Conference How to create job stories Begin with epic story, if available. Interview customers for their job stories. Add known job context or circumstance to the situation. Design job stories that are modular and support multiple features. Klement Copyright Donn R. DeBoard 2014 29
  30. 30. 2014 Mid-Atlantic Technical Communication Conference How to create job stories Jobs (situations) and solutions are independent. One job might have multiple solutions. Add any emotional parts to motivations. Feelings or circumstances. Supports multiple points of view. Klement Copyright Donn R. DeBoard 2014 30
  31. 31. 2014 Mid-Atlantic Technical Communication Conference How job stories relate to scenarios The epic story is composed of interconnected user stories. A user story is composed of related scenarios. Scenarios include related tasks. Job stories are lower-level granular stories . Copyright Donn R. DeBoard 2014 31
  32. 32. 2014 Mid-Atlantic Technical Communication Conference Key content in your scenarios OVERVIEW Overview describing business problem at a high level. Overview of solution written for decision makers. DETAILS Description of business and technical challenges. Detailed description of solution for technical audience. Detailed explanation of solution benefits to customer. Dennis Copyright Donn R. DeBoard 2014 32
  33. 33. 2014 Mid-Atlantic Technical Communication Conference Exercise Let’s work though an example. Copyright Donn R. DeBoard 2014
  34. 34. 2014 Mid-Atlantic Technical Communication Conference What is the business need? The Jones Group is required to manage and maintain compliance to federal and state tax regulations. Increasing complexity in tax compliance impacts Jones’ financial bottom line. Jones currently performs these tasks manually. Jones is evaluating tax compliance software. Copyright Donn R. DeBoard 2014 34
  35. 35. 2014 Mid-Atlantic Technical Communication Conference Observe customers. Observe the customers: CFO. IT manager. IT professional. Finance professional. 35Copyright Donn R. DeBoard 2014
  36. 36. 2014 Mid-Atlantic Technical Communication Conference Determine the epic story. Copyright Donn R. DeBoard 2014 36
  37. 37. 2014 Mid-Atlantic Technical Communication Conference Jane Smith, Jones’ CFO As a CFO of Jones Group, I want to automate and streamline the tax compliance processes for federal and state regulations. Copyright Donn R. DeBoard 2014 37
  38. 38. 2014 Mid-Atlantic Technical Communication Conference Mike Kelly, Jones’ IT Manager Alex Davis, Jones’ IT professional As an IT manager, I want my systems to be efficient and support Jones’ business processes. As an IT professional, I want to my systems to be optimized and readily available to my internal users. Copyright Donn R. DeBoard 2014 38
  39. 39. 2014 Mid-Atlantic Technical Communication Conference Simon Barry, Jones’ Financial professional As a finance professional, I want to reduce the time my team spends on compliance issues, including research, data entry, and generating reports. Copyright Donn R. DeBoard 2014 39
  40. 40. 2014 Mid-Atlantic Technical Communication Conference Determine user stories Define Jones financial requirements (Jane, CFO). Evaluate compliance software and purchase (Mike, IT Manager). Install and administer software (Alex, IT Professional). Manage tax compliance (Simon, Finance professional). 40Copyright Donn R. DeBoard 2014
  41. 41. 2014 Mid-Atlantic Technical Communication Conference Identify phases within Alex’s Install and Administer user story. Install XYZ software. Manage network. Manage security. Manage users. Troubleshoot software. 41Copyright Donn R. DeBoard 2014
  42. 42. 2014 Mid-Atlantic Technical Communication Conference Identify jobs or tasks within Manage users story. Assign permissions. Create roles for XYZ software. Assign roles to my users. Add and delete users. 42Copyright Donn R. DeBoard 2014
  43. 43. 2014 Mid-Atlantic Technical Communication Conference What job stories use multiple decision paths? Copyright Donn R. DeBoard 2014 Job stories may have more than one decision. Identify decision paths. (Alex, the IT professional): When I create roles to manage permissions for XYZ software, so that I can address my user’s changing needs for XYZ software functionality. There may be multiple ways to create roles in XYZ software. 43
  44. 44. 2014 Mid-Atlantic Technical Communication Conference What solutions use specific product features? Solutions may use more than one XYZ product feature. (Alex, the IT professional): When I create roles to manage permissions for XYZ software, so that I can address my user’s changing needs for XYZ software functionality. There may be multiple features to create roles in XYZ product. Copyright Donn R. DeBoard 2014 44
  45. 45. 2014 Mid-Atlantic Technical Communication Conference Aggregate job stories into scenarios. Daily scenarios. Critical scenarios. Periodic scenarios. Exception scenarios. Troubleshooting scenarios. Copyright Donn R. DeBoard 2014 45
  46. 46. 2014 Mid-Atlantic Technical Communication Conference Your turn Identify the epic story for your product. Identify several user stories. Identify job stories within one user story. Individuals or small groups Copyright Donn R. DeBoard 2014 46
  47. 47. 2014 Mid-Atlantic Technical Communication Conference High-level overview of business challenge Jones, a US-based company, is increasingly involved in the global market. This involvement has many financial implications, especially around tax. The complexities involved in tax compliance are increasing. Many processes are performed manually. The amount of financial reserve Jones maintains each year to pay its taxes has increased. Audit costs have increased. These circumstances have significantly impacted Jones’ bottom line. Copyright Donn R. DeBoard 2014 47
  48. 48. 2014 Mid-Atlantic Technical Communication Conference High-level overview of business solution for decision makers (Jane, Jones’ CFO and Mike, IT Manager) Tax compliance software can automate and streamline the tax compliance process. Jones wants to evaluate the best-of-class tax compliance software to see how it might address their issues. XYZ software provides tax administration, tax compliance setup, and system administration. ABC Corporation packages the software with a subscription to the data for your tax type. ABC’s Research staff continually updates the rates and rules for jurisdictions both nationally and internationally. Copyright Donn R. DeBoard 2014 48
  49. 49. 2014 Mid-Atlantic Technical Communication Conference Business and technical challenges (Simon, Jones’ Finance and Mike, IT Department) Jones’ Finance department has many full-time staff researching the tax rate and rules. They are also responsible for tax planning, income tax provision and indirect tax calculation, tax compliance, audit and appeals, and business support. This work is costly in terms of time and human resources. (What is XYZ software?) (Plan for your tax compliance process). Jones wants software that supports their business processes and IT infrastructure. Jones has offices world-wide and wants software than can be easily integrated with their ERP system (Getting started with XYZ software). Copyright Donn R. DeBoard 2014 49
  50. 50. 2014 Mid-Atlantic Technical Communication Conference Solution details for technical audience (Alex, Jones’ IT Department) XYZ software is a Web-based tax-compliance system that integrates with your ERP system. (How to integrate XYZ software with your ERP system). Jones IT staff installed XYZ software for Jones’ Group (Preparing to install XYZ software) (Installing XYZ software). XYZ software is managed and administered at Jones’ group corporate headquarters. (How to perform XYZ system administration) (Manage network) (Mange XYZ security) (Mange XYZ users) (Troubleshooting XYZ software). The integrity of Jones’ financial records requires a secure system. The goal of Jones’ IT staff is to have XYZ software available 97-100% of every business day with a 24-hour recovery time. Copyright Donn R. DeBoard 2014 50
  51. 51. 2014 Mid-Atlantic Technical Communication Conference Solution benefit details for customers (Simon, Jones’ Finance Department) XYZ software streamlines the tax compliance process by providing regular monthly data updates with the latest rate and rules for your tax type. (How to plan for your tax compliance process). Jones no longer requires staff dedicated to tax rate and rule research. It has automated much of the tax process for managing taxpayers. (Setting up taxpayers). Copyright Donn R. DeBoard 2014 51
  52. 52. 2014 Mid-Atlantic Technical Communication Conference In Summary Copyright Donn R. DeBoard 2014 52 How to connect with your customers How stories relate to scenarios How to build scenarios Key content in your scenarios Exercise Questions and answers
  53. 53. 2014 Mid-Atlantic Technical Communication Conference Questions or comments? Copyright Donn R. DeBoard 2014 53
  54. 54. 2014 Mid-Atlantic Technical Communication Conference Let’s connect You are welcome to contact me with questions and comments. Email: donn.deboard@vertexinc.com LinkedIn: http://www.linkedin.com/in/ donndeboard Twitter: @donndeboard Copyright Donn R. DeBoard 2014 54
  55. 55. 2014 Mid-Atlantic Technical Communication Conference For more information Andrea Ames, and Alison Riley. “Strategic Information Architecture Bootcamp,” STC Summit 2013. Aggarwal, Nivedita. “Scenarios: A new approach for documenting products,” Computer Associates, December 6, 2011. Blout, Patty .“Adventures in Scenario-Based Documentation,” http://writetrends.wordpress.com/2011/08/16/adventures-in-scenario-based- documentation/. August 16, 2011. Cowan, Alexander. “Existing Flatsville: Using Storyboards to Energize Your Agile User Stories,” http://alexandercowan.com/exit-flatsville-using-storyboards-energize-your- agile-user-stories/. October 28, 2013. Copyright Donn R. DeBoard 2014 55
  56. 56. 2014 Mid-Atlantic Technical Communication Conference For more information Dennis, Morgan. “Exploring Users’ Expectations and Impressions of Scenario Documentation,” Intercom. November, 2012. pp. 15-17. Klement, Alan. “Replacing the User Story with the Job Story,” http://alanklement.blogspot.com/2013/09/replacing-user-story-with-job-story.html. September 20, 2013. Klement, Alan. “5 Tips for Writing a Job Story,” http://alanklement.blogspot.com/2013/09/5-tips-for-writing-job-story.html. September 30, 2013. Copyright Donn R. DeBoard 2014 56
  57. 57. 2014 Mid-Atlantic Technical Communication Conference For more information Parsons, Margaret. And Julie MacAller. “Developing Scenario-based Content,” Best Practices. The Center for Information-Development Management. http://www.infomanagementcenter.com/members/newsletter/Output/2012/08- August/08012012.php , August, 2012. Rosson, Mary Beth and John M. Carroll. “Scenario-based Design,” Chapter 53 in J. Jacko & A. Sears (Eds.), The Human-Computer Interaction Handbook: Fundamentals, Evolving Technologies and Emerging Applications. Lawrence Erlbaum Associates, 2002, pp. 1032-1050. Copyright Donn R. DeBoard 2014 57

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