Your SlideShare is downloading. ×
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]

3,862

Published on

Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user …

Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.

Published in: Career, Technology
0 Comments
8 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,862
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
37
Comments
0
Likes
8
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
  • Audience Analysis > Personas / User Stories
    Review who we’re talking to and what they need
    Modularity & Typed Content
    Break up content for more flexible delivery
    Taxonomy & Metadata
    Establish clear labelling systems
    Semantic Content Modelling
    Get more strict about module content (Embed semantics)
  • Ultra-customised content tracked across all channels.
  • and progressive enhancement / disclosure situations
  • Audience Analysis > Personas / User Stories
    Review who we’re talking to and what they need
    Modularity & Typed Content
    Break up content for more flexible delivery
    Taxonomy & Metadata
    Establish clear labelling systems
    Semantic Content Modelling
    Get more strict about module content (Embed semantics)
  • In this case “customer” refers to anyone who
    List of customers on board
    How do you categorise different external users?
    Who uses content internally?
  • 65+20 minutes
    =1 hr 25 min
    (1 hr 35 left)


    They all need content but do they all need THE SAME content?

    Sometime the internal customers are greater than external. Making sure that content is adequately shared across internal customers is just as important.

    Do they all access content in the same way?

    What do they do with content?

    Dunnhumby’s external customers are their clients. Each client configures dunnhumby’s software differnetly, and therefore documentarion is provided tailored to their individual use. Still a high level of reuse though. Dunnhumby employ consultants to work with their clients, and so they need the ability to

    Example list Government will have MPs, public
  • Are you moving

    Physical conditions?
    Environmental conditions?

    What errors did you get?
    What device are you using?
    What country are you in?
  • These provide an effective way to identify the main tasks that each of them needs to perform, and from this can help to identify what the content requirements might be. They also help to identify what integration with other systems might be required.

    Need
    Want?

    Identifies
    Metadata requirements
    Content requirements
    Reuse opportunities
    Aligns team around a specific set of goals
  • http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  • http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  • Acrolinx
    Schematron (free with oxygen!)
  • Transcript

    • 1. @nozurbina @LavaCon Adaptive Content: Architecture Plus Process Minus a Healthy Dose of Reality Noz Urbina noz.urbina@urbinaconsulting.com @nozurbina urbinaconsulting.com/blog Julian Murfitt julian.murfitt@mekon.com
    • 2. @nozurbina Me (Noz Urbina, Urbina Consulting) Newly independent founder of Urbina Consulting Content strategist & modeller Consultant/trainer Author urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015
    • 3. @nozurbinaJulian Murfitt • CEO & Founder, Mekon Ltd. – Experience with publishing, high/tech, manufacturing and aerospace defence businesses – Small-to-medium-to-very-large enterprises – More understanding = better solutions 89 3929 31 x88 24g UC.com 2015
    • 4. @nozurbinaIn a nutshell • We’re all talking about multi-device, multi- channel delivery • Adaptive content is a great answer • But it’s really hard and expensive to do • Here’s how to do it in a feasible, progressive way
    • 5. @nozurbinaSteps to adaptive content 1) Audience 2) Modularity 3) Taxonomy 4) Semantic Content Modelling
    • 6. @nozurbinaThe challenge - The Right List • Right content • Right format • Right language • Right time
    • 7. @nozurbinaHealthy dose of reality • Achieving multichannel delivery is time consuming and complex • It can be a long, multiphase journey • Some authors struggle (badly) to adapt • It affects all of your editorial and publishing processes directly or indirectly
    • 8. DEFINING OUR TERMS Responsive Design Adaptive Design Embedded UA Adaptive Content
    • 9. Responsive design All content is delivered. Appearance, layouts and features are adjusted for device client-side
    • 10. Adaptive design Device and other context is detected, then server-side logic sends only appropriate layouts & features LinkedIn
    • 11. App Mobile Site LinkedIn
    • 12. BUT WHAT ABOUT THE CONTENT? The stuff that the people are actually looking for?
    • 13. @nozurbinaContent and User Experience • The more diverse the interaction contexts, the more stretched content will become • Square peg + round hole = bad experience
    • 14. @nozurbinaAdaptive Content • Content designed to adapt to multi-channel, multi- format, multi-audience, multi-context • Can be: – Transformed – Filtered • Because it’s got: – No presentation information! – Structure – Rich metadata – Built-in, in-line semantics
    • 15. @nozurbinaAdaptive Content • Adaptive Content Enables Contextually-Appropriate Experiences
    • 16. @nozurbinaSteps 1) Audience 2) Modularity 3) Taxonomy 4) Semantic Content Modelling
    • 17. WHO ARE YOUR USERS? Audience analysis to persona and user stories Audience Modularity Taxonomy Content Modelling
    • 18. @nozurbinaExample Customers • Future customer • Existing customers – End users – Developers • Registered user • General public • Authors • SMEs • Sales • Trainer • Marketing • Engineers - Service/Field/Support • Consultants • Developers External Internal Audience Modularity Taxonomy Content Modelling
    • 19. @nozurbinaCurrent Situation? • Who are you? • What URL referred you? • What device are you on? • What is your experience level? • What are the physical/environmental conditions • What content consumption format are you using? • What social media do you use/like? • What are you doing? • Where are you? • What did you do? • What version are you using? • What language do you prefer? Audience Modularity Taxonomy Content Modelling
    • 20. @nozurbinaUser Stories I’m a millennial French girl who is into pop music and Game ofThrones, what videos do you have that I’d like? I’m an end user. How do I install the PrintJet2050 on Windows 8? I’m a service engineer onsite at St. Heliers Hospital trying to repair an MRI scanner but can’t find the answer I need in my iPad documentation. I’ve called into a support technician to help. Audience Modularity Taxonomy Content Modelling
    • 21. @nozurbina One user + multiple stories = user journey 21
    • 22. @nozurbina One user + multiple stories = user journey 22 Map stories to journeys Map journeys to lifecycle phases (aware, researching, buying, using, advocating, etc….)
    • 23. @nozurbina 23 Healthy dose of reality • Mapping it all out takes time and resource • People can get insulted when you imply they need to know their customers better Audience Modularity Taxonomy Content Modelling
    • 24. MODULARITY & TYPED CONTENT Audience Modularity Taxonomy Content Modelling
    • 25. @nozurbinaModularity Original Flow New Scenario New Audience New Platform Audience Modularity Taxonomy Content Modelling
    • 26. @nozurbinaModule Types Just to get you started... • Product overview • Process • Concept • Task • Reference • Glossary Audience Modularity Taxonomy Content Modelling Each module type has an associated content model that defines all its structural components with semantic labels
    • 27. @nozurbinaBenefits • Reuse across deliverables • Focus on minimalism increases consumption • Easier to manage content for translation • Send only changed blocks for review • Clear guidelines about what should go in certain types of module Audience Modularity Taxonomy Content Modelling
    • 28. @nozurbinaHealthy dose of reality • Writing for reuse is not easy • Writers must collaborate more • “Ownership” is changed Audience Modularity Taxonomy Content Modelling
    • 29. TAXONOMY
    • 30. @nozurbinaTaxonomy • Extend labelling systems for modules – Document naming conventions – Module naming conventions – Keyword labels to improve SEO • Facetted search • Basis for content exchange with other departments/system Audience Modularity Taxonomy Content Modelling
    • 31. Each category value = a taxonomy facet
    • 32. @nozurbinaFacetted Search Audience Modularity Taxonomy Content Modelling Facets for filtering
    • 33. @nozurbinaContent can have facets too
    • 34. @nozurbina Map Personas & Stories > Taxonomy I’m a potential customer researching what options a Mercedes could take that are street legal in Dubai? – Stages in customer journey – Regional product options – Technical specifications I’m a diabetic.What is the meaning of error code 7 on my OneTouch blood glucose meter? – Error codes or post-sale documentation Audience Modularity Taxonomy Content Modelling
    • 35. @nozurbinaBenefits • Speak with a common language across silos • Improve online search-ability • Integrate more easily across systems (common metadata = easier content import/export) Audience Modularity Taxonomy Content Modelling
    • 36. @nozurbinaHealthy dose of reality • Politically difficult to establish – People love their terms and their labels • Management often don’t “get it” Audience Modularity Taxonomy Content Modelling
    • 37. SEMANTIC CONTENT MODELLING Content model = “Information architecture of a single module of content”
    • 38. @nozurbinaMetadata & Semantics Metadata • Defined as – data about other data • A way of further describing something Semantics • Gives meaning to content <li>Press the <b>Print</b> button</li> <step>Press the <uicontrol>Print</uicontrol> button</step> Old-fashioned HTML New-improved semantic mark-up! The basis for Adaptive Content bit.ly/ac-nozu Audience Modularity Taxonomy Content Modelling
    • 39. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Familiar content Example Audience Modularity Taxonomy Content Modelling
    • 40. Main image Product Name Supplementary Product Images Product Overview Feature List Tagline Feature Details Model http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Reverse engineered Audience Modularity Taxonomy Content Modelling
    • 41. Your content creators & customers will internalise your models http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN @class=“main” Audience Modularity Taxonomy Content Modelling
    • 42. SEMANTIC (VS STRUCTURE) Audience Modularity Taxonomy Content Modelling
    • 43. @nozurbinaSemantic vs. Structure • Structure can be applied to content by a template, or a spreadsheet, or a database – Anything the prescribes and restricts the values, types and arrangement of blocks of information • Semantics are applied when meaning is explicit in the metadata Audience Modularity Taxonomy Content Modelling
    • 44. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Audience Modularity Taxonomy Content Modelling
    • 45. Audience Modularity Taxonomy Content Modelling http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN Structural Semantic This is how we naturally think about content (see http://j.mp/bio-con) When your semantics are explicit in your content, machines can help you reuse, transform, translate or format it
    • 46. Content Models OutputsUsers Him Her USB gadget buyers Putting it together Scenarios 12 3 6 9 Audience Modularity Taxonomy Content Modelling
    • 47. @nozurbinaProduct Family (desktop) Product (mobile) Product (desktop) Product leaflet (Print) The content model is the backbone of adaptive, cross-media, omnichannel content strategies Google Glass Audience Modularity Taxonomy Content Modelling
    • 48. @nozurbinaRemember facets? Facets aren’t just for filtering pages! Audience Modularity Taxonomy Content Modelling
    • 49. @nozurbina Content 12 3 6 9 Product layout Model Output @audience=“usb” @audience=“him” Content models with facets make your content programmable for maximum relevance Filter components Audience Modularity Taxonomy Content Modelling
    • 50. @nozurbinaHealthy dose of reality • Letting go of formatting is hard for some authors – Team roles become more specialised • Legacy migration needs careful consideration • Project scoping and roll-out is essential • Going without a real CCMS (as opposed to CMS) is risky for larger or complex projects • Tools issues still. Lots of room for improvement Audience Modularity Taxonomy Content Modelling
    • 51. IT’S WORTH IT! Adaptive content is the most scalable future-proof approach to content
    • 52. @nozurbina Also check out:

    ×