@nozurbina @LavaCon
Adaptive Content:
Architecture Plus Process
Minus a Healthy Dose of Reality
Noz Urbina
noz.urbina@urbi...
@nozurbina
Me (Noz Urbina, Urbina
Consulting)
Newly independent founder
of Urbina Consulting
Content strategist & modeller...
@nozurbinaJulian Murfitt
• CEO & Founder, Mekon Ltd.
– Experience with publishing, high/tech,
manufacturing and aerospace ...
@nozurbinaIn a nutshell
• We’re all talking about multi-device, multi-
channel delivery
• Adaptive content is a great answ...
@nozurbinaSteps to adaptive content
1) Audience
2) Modularity
3) Taxonomy
4) Semantic Content Modelling
@nozurbinaThe challenge - The Right List
• Right content
• Right format
• Right language
• Right time
@nozurbinaHealthy dose of reality
• Achieving multichannel delivery is time
consuming and complex
• It can be a long, mult...
DEFINING OUR TERMS
Responsive Design
Adaptive Design
Embedded UA
Adaptive Content
Responsive design
All content is delivered. Appearance,
layouts and features are adjusted for
device client-side
Adaptive design
Device and other context is detected,
then server-side logic sends only
appropriate layouts & features
Lin...
App
Mobile Site
LinkedIn
BUT WHAT ABOUT THE
CONTENT?
The stuff that the people are actually looking for?
@nozurbinaContent and User Experience
• The more diverse the
interaction contexts, the
more stretched content will
become
...
@nozurbinaAdaptive Content
• Content designed to adapt
to multi-channel, multi-
format, multi-audience,
multi-context
• Ca...
@nozurbinaAdaptive Content
• Adaptive Content Enables
Contextually-Appropriate
Experiences
@nozurbinaSteps
1) Audience
2) Modularity
3) Taxonomy
4) Semantic Content Modelling
WHO ARE YOUR USERS?
Audience analysis to persona and user stories
Audience Modularity Taxonomy Content Modelling
@nozurbinaExample Customers
• Future customer
• Existing customers
– End users
– Developers
• Registered user
• General pu...
@nozurbinaCurrent Situation?
• Who are you?
• What URL referred you?
• What device are you on?
• What is your experience
l...
@nozurbinaUser Stories
I’m a millennial French girl who is into pop music and
Game ofThrones, what videos do you have that...
@nozurbina
One user + multiple stories =
user journey
21
@nozurbina
One user + multiple stories =
user journey
22
Map stories to journeys
Map journeys to lifecycle
phases
(aware, ...
@nozurbina
23
Healthy dose of reality
• Mapping it all out takes time and resource
• People can get insulted when you impl...
MODULARITY & TYPED
CONTENT
Audience Modularity Taxonomy Content Modelling
@nozurbinaModularity
Original Flow New
Scenario
New
Audience
New
Platform
Audience Modularity Taxonomy Content Modelling
@nozurbinaModule Types
Just to get you started...
• Product overview
• Process
• Concept
• Task
• Reference
• Glossary
Aud...
@nozurbinaBenefits
• Reuse across deliverables
• Focus on minimalism increases consumption
• Easier to manage content for ...
@nozurbinaHealthy dose of reality
• Writing for reuse is not easy
• Writers must collaborate more
• “Ownership” is changed...
TAXONOMY
@nozurbinaTaxonomy
• Extend labelling systems for modules
– Document naming conventions
– Module naming conventions
– Keyw...
Each category value =
a taxonomy facet
@nozurbinaFacetted Search
Audience Modularity Taxonomy Content Modelling
Facets for filtering
@nozurbinaContent can have facets too
@nozurbina
Map Personas & Stories >
Taxonomy
I’m a potential customer researching what options
a Mercedes could take that ...
@nozurbinaBenefits
• Speak with a common language across silos
• Improve online search-ability
• Integrate more easily acr...
@nozurbinaHealthy dose of reality
• Politically difficult to establish
– People love their terms and their labels
• Manage...
SEMANTIC CONTENT
MODELLING
Content model = “Information architecture of a single module of content”
@nozurbinaMetadata & Semantics
Metadata
• Defined as – data about other data
• A way of further describing something
Seman...
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Familiar
conte...
Main image
Product Name
Supplementary
Product Images
Product
Overview
Feature List
Tagline
Feature Details
Model
http://ww...
Your content
creators &
customers will
internalise your
models
http://www.canon.com.vn/business/products/all-in-ones/laser...
SEMANTIC (VS
STRUCTURE)
Audience Modularity Taxonomy Content Modelling
@nozurbinaSemantic vs. Structure
• Structure can be applied to content by a
template, or a spreadsheet, or a database
– An...
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Audience Modul...
Audience Modularity Taxonomy Content Modelling
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/ima...
Content Models OutputsUsers
Him
Her
USB
gadget
buyers
Putting it together
Scenarios
12
3
6
9
Audience Modularity Taxonomy ...
@nozurbinaProduct Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet
(Print)
The content model is the
bac...
@nozurbinaRemember facets?
Facets
aren’t just
for filtering
pages!
Audience Modularity Taxonomy Content Modelling
@nozurbina
Content
12
3
6
9
Product layout
Model Output
@audience=“usb”
@audience=“him”
Content models with
facets make yo...
@nozurbinaHealthy dose of reality
• Letting go of formatting is hard for some
authors
– Team roles become more specialised...
IT’S WORTH IT!
Adaptive content is the most scalable future-proof approach
to content
@nozurbina
Also check out:
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Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]

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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.

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

    1. 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. 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. 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. 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. 5. @nozurbinaSteps to adaptive content 1) Audience 2) Modularity 3) Taxonomy 4) Semantic Content Modelling
    6. 6. @nozurbinaThe challenge - The Right List • Right content • Right format • Right language • Right time
    7. 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. 8. DEFINING OUR TERMS Responsive Design Adaptive Design Embedded UA Adaptive Content
    9. 9. Responsive design All content is delivered. Appearance, layouts and features are adjusted for device client-side
    10. 10. Adaptive design Device and other context is detected, then server-side logic sends only appropriate layouts & features LinkedIn
    11. 11. App Mobile Site LinkedIn
    12. 12. BUT WHAT ABOUT THE CONTENT? The stuff that the people are actually looking for?
    13. 13. @nozurbinaContent and User Experience • The more diverse the interaction contexts, the more stretched content will become • Square peg + round hole = bad experience
    14. 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. 15. @nozurbinaAdaptive Content • Adaptive Content Enables Contextually-Appropriate Experiences
    16. 16. @nozurbinaSteps 1) Audience 2) Modularity 3) Taxonomy 4) Semantic Content Modelling
    17. 17. WHO ARE YOUR USERS? Audience analysis to persona and user stories Audience Modularity Taxonomy Content Modelling
    18. 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. 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. 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. 21. @nozurbina One user + multiple stories = user journey 21
    22. 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. 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. 24. MODULARITY & TYPED CONTENT Audience Modularity Taxonomy Content Modelling
    25. 25. @nozurbinaModularity Original Flow New Scenario New Audience New Platform Audience Modularity Taxonomy Content Modelling
    26. 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. 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. 28. @nozurbinaHealthy dose of reality • Writing for reuse is not easy • Writers must collaborate more • “Ownership” is changed Audience Modularity Taxonomy Content Modelling
    29. 29. TAXONOMY
    30. 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. 31. Each category value = a taxonomy facet
    32. 32. @nozurbinaFacetted Search Audience Modularity Taxonomy Content Modelling Facets for filtering
    33. 33. @nozurbinaContent can have facets too
    34. 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. 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. 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. 37. SEMANTIC CONTENT MODELLING Content model = “Information architecture of a single module of content”
    38. 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. 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. 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. 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. 42. SEMANTIC (VS STRUCTURE) Audience Modularity Taxonomy Content Modelling
    43. 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. 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. 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. 46. Content Models OutputsUsers Him Her USB gadget buyers Putting it together Scenarios 12 3 6 9 Audience Modularity Taxonomy Content Modelling
    47. 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. 48. @nozurbinaRemember facets? Facets aren’t just for filtering pages! Audience Modularity Taxonomy Content Modelling
    49. 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. 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. 51. IT’S WORTH IT! Adaptive content is the most scalable future-proof approach to content
    52. 52. @nozurbina Also check out:
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