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THE GOLDILOCKS APPROACH 
FINDING THE RIGHT PROJECT AND THE 
RIGHT TEAM AT THE RIGHT SIZE 
EDWINA LUI 
INFORMATION ARCHITEC...
THIS IS KAPLAN. 
Kaplan, Inc. 
Kaplan Higher Ed 
KHEC KU KPE 
KI 
KUK 
Kaplan Test Prep 
Grad Health Pre- 
College Bar 
Ka...
“TRADITIONAL” PRINT & LMS 
WORKFLOW 
LAN 
Content 
Creation 
(Word) 
Editing 
(Word/ 
InDesign) 
Typesetting 
(InDesign) 
...
ADAPTING TO CHANGE 
• physical classrooms to 
online courses 
• printed materials to print-and- 
digital bundles 
• compre...
TOO BIG: THE ECMS + UCM
ECMS + UCM: THE GOAL 
+ = 
CCMS 
+ UCM 
DAM 
Current 
Content 
Model 
KPUB 
Content 
KHE KTP
PHASE I PHASE II
PHASE I 
1. sunrise CCMS, DAM, and 
authoring tools 
2. develop UCM v1.0 
3. research (confirm assumptions 
about) 
• curr...
PHASE I 
1. sunrise CCMS, DAM, and 
authoring tools 
2. develop UCM v1.0 
3. research (confirm assumptions 
about) 
• curr...
ECMS: THE PLAN 
“Power User” 
Authoring 
Tool 
“Daily User” 
Authoring 
Tool 
CCMS 
DAM 
Pub. 
Pipe-lines 
LMS 
Au. 
Tool ...
ECMS: END OF PHASE I 
LMS 
Au. 
Tool Student 
LMS 
Au. 
Tool Student 
Home-page 
LMS 
Legacy Content 
LLMLMLMMSSSS LMS 
Au...
ECMS + UCM: OUTCOME 
Phase I 90% completed (except for deployment of 
fully integrated “daily user” authoring tool) 
Phase...
PROJECT FOCUS 
1. 
2.
UCM: FROM PROPOSAL TO V1.0 
KPUB Model 
KTP Model 
KHE Model
UCM: FROM PROPOSAL TO V1.0 
became 
KPUB Model 
KTP Model 
KHE Model 
KPUB Model KTP Model 
New Stuff 
KHE Model
SURVEYING THE CURRENT 
LANDSCAPE 
breadth depth
A CLEAR BUSINESS NEED
A CLEAR BUSINESS NEED 
Q: Do you have a business 
need to facilitate easier 
sharing of content with 
other Kaplan busines...
ECMS + UCM: 
TOP-DOWN CHANGE 
KINC 
KHE 
KHEC KU 
KTP 
Grad Health PC Bar 
KPUB
TEAM MAKEUP
PRIORITY LEVELS
PRIORITY LEVELS 
1. differing levels of expertise by 
participants
PRIORITY LEVELS 
1. differing levels of expertise by 
participants 
2. unclear participant roles: 
consultation vs. active...
PRIORITY LEVELS 
1. differing levels of expertise by 
participants 
2. unclear participant roles: 
consultation vs. active...
PRIORITY LEVELS 
1. differing levels of expertise by 
participants 
2. unclear participant roles: 
consultation vs. active...
(DON’T) BOIL THE OCEAN
TOO SMALL: INTERACTIVE IBOOKS
INTERACTIVE IBOOKS: THE GOAL 
design develop 
brainstorm 
release 
Legacy 
Content 
User 
Feedback
INTERACTIVE IBOOKS: THE PLAN 
LAN 
Content 
Creation 
(Word) 
Editing 
(Word/ 
InDesign) 
Typesetting 
(iBooks 
Author) 
W...
PROJECT FOCUS
INTERACTIVE IBOOKS: 
ISOLATING CHANGE 
KINC 
KHE 
KHEC KU 
KTP 
Grad Health PC Bar 
KPUB
INTERACTIVE IBOOKS: OUTCOME 
3 interactive iBook products brought to market 
5 additional titles 80% developed, but not re...
A CLEAR BUSINESS NEED
A CLEAR BUSINESS NEED 
Q: Do you have a business 
need to develop interactive 
eBooks? 
KPUB: Yes! 
KTP: No.
DISCOVERING PAIN POINTS 
Content 
Creation 
(Word) 
Editing 
(Word/ 
InDesign) 
Typesetting 
(InDesign) 
Content 
Conversi...
Terje Rakke, “Female Hurdler Bislet Stadium, Norway” 
TEAM MAKEUP 
=
Deborah Parkin, “isolation” 
TEAM MAKEUP 
=
TEAM MAKEUP 
=
TEAM MAKEUP 
=
JUST RIGHT (?): HTML AUTHORING
HTML AUTHORING: THE GOAL 
Legacy Content 
Newly Authored 
Content 
HTML Authoring 
Tool 
Print HTML 
Books 
eBooks XML 
PD...
HTML AUTHORING: THE PLAN 
LMS 
Au. Tool 
LMS Student 
LAN 
Content 
Creation 
Content 
Editing 
HTML Authoring Tool 
EPUB ...
PROJECT FOCUS 
+
ADDRESSING REAL PAIN POINTS 
v1 
v2 
v3 
WYSIWYG
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The Goldilocks Approach: Finding the Right Project and the Right Team at the Right Size

Kaplan Publishing has engaged in several efforts to develop an end-to-end digital workflow focused on digital product innovation, to varying degrees of success.
This session will cover:

-Lessons learned from three separate digital product/workflow development projects
-The importance of team size and composition to project success
-Real-world pitfalls of sizing a team or a project too large or too small

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The Goldilocks Approach: Finding the Right Project and the Right Team at the Right Size

  1. 1. THE GOLDILOCKS APPROACH FINDING THE RIGHT PROJECT AND THE RIGHT TEAM AT THE RIGHT SIZE EDWINA LUI INFORMATION ARCHITECT KAPLAN PUBLISHING
  2. 2. THIS IS KAPLAN. Kaplan, Inc. Kaplan Higher Ed KHEC KU KPE KI KUK Kaplan Test Prep Grad Health Pre- College Bar Kaplan Publishing And this is KPUB.
  3. 3. “TRADITIONAL” PRINT & LMS WORKFLOW LAN Content Creation (Word) Editing (Word/ InDesign) Typesetting (InDesign) Digital Publication (EPUB) Print Publication Google Docs Template LMS Authoring Tool LMS Student Homepage Legacy Content (InDesign)
  4. 4. ADAPTING TO CHANGE • physical classrooms to online courses • printed materials to print-and- digital bundles • comprehensive courses to customizable, mix-and-match offerings • paper-and-pencil to ubiquitous mobile devices
  5. 5. TOO BIG: THE ECMS + UCM
  6. 6. ECMS + UCM: THE GOAL + = CCMS + UCM DAM Current Content Model KPUB Content KHE KTP
  7. 7. PHASE I PHASE II
  8. 8. PHASE I 1. sunrise CCMS, DAM, and authoring tools 2. develop UCM v1.0 3. research (confirm assumptions about) • current systems • current models • legacy content volumes 4. research workflow requirements PHASE II
  9. 9. PHASE I 1. sunrise CCMS, DAM, and authoring tools 2. develop UCM v1.0 3. research (confirm assumptions about) • current systems • current models • legacy content volumes 4. research workflow requirements PHASE II 1. ingest legacy content 2. update UCM v1.0+ 3. develop publishing pipelines 4. train users on new workflow(s)
  10. 10. ECMS: THE PLAN “Power User” Authoring Tool “Daily User” Authoring Tool CCMS DAM Pub. Pipe-lines LMS Au. Tool Student LMS Au. Tool Student InDD, PDF, EPUB, etc. Legacy Content LLMMSS LMS LAN LMS Au. Tool Student Home-page LMS Home-page LMS Home-page LMS
  11. 11. ECMS: END OF PHASE I LMS Au. Tool Student LMS Au. Tool Student Home-page LMS Legacy Content LLMLMLMMSSSS LMS Au. Tool Student Home-page LMS Home-page LMS “Power User” Authoring Tool “Daily User” Authoring Tool CCMS DAM Pub. Pipe-lines LMS Au. Tool Student Home-page LMS InDD, PDF, LMS LAN EPUB, etc.
  12. 12. ECMS + UCM: OUTCOME Phase I 90% completed (except for deployment of fully integrated “daily user” authoring tool) Phase II scaled back to a single business unit only
  13. 13. PROJECT FOCUS 1. 2.
  14. 14. UCM: FROM PROPOSAL TO V1.0 KPUB Model KTP Model KHE Model
  15. 15. UCM: FROM PROPOSAL TO V1.0 became KPUB Model KTP Model KHE Model KPUB Model KTP Model New Stuff KHE Model
  16. 16. SURVEYING THE CURRENT LANDSCAPE breadth depth
  17. 17. A CLEAR BUSINESS NEED
  18. 18. A CLEAR BUSINESS NEED Q: Do you have a business need to facilitate easier sharing of content with other Kaplan business units? KINC: Yes! KTP: No. KHE: No. KPUB: Maybe?
  19. 19. ECMS + UCM: TOP-DOWN CHANGE KINC KHE KHEC KU KTP Grad Health PC Bar KPUB
  20. 20. TEAM MAKEUP
  21. 21. PRIORITY LEVELS
  22. 22. PRIORITY LEVELS 1. differing levels of expertise by participants
  23. 23. PRIORITY LEVELS 1. differing levels of expertise by participants 2. unclear participant roles: consultation vs. active development
  24. 24. PRIORITY LEVELS 1. differing levels of expertise by participants 2. unclear participant roles: consultation vs. active development 3. lack of empowerment within respective BUs
  25. 25. PRIORITY LEVELS 1. differing levels of expertise by participants 2. unclear participant roles: consultation vs. active development 3. lack of empowerment within respective BUs 4. inability to accurately anticipate impact of next phase
  26. 26. (DON’T) BOIL THE OCEAN
  27. 27. TOO SMALL: INTERACTIVE IBOOKS
  28. 28. INTERACTIVE IBOOKS: THE GOAL design develop brainstorm release Legacy Content User Feedback
  29. 29. INTERACTIVE IBOOKS: THE PLAN LAN Content Creation (Word) Editing (Word/ InDesign) Typesetting (iBooks Author) Widget Dev (Javascript) Print Publication (PDF) Digital Publication (iBooks) Typesetting (InDesign) Content Conversion (DITA) Digital Publication (EPUB)
  30. 30. PROJECT FOCUS
  31. 31. INTERACTIVE IBOOKS: ISOLATING CHANGE KINC KHE KHEC KU KTP Grad Health PC Bar KPUB
  32. 32. INTERACTIVE IBOOKS: OUTCOME 3 interactive iBook products brought to market 5 additional titles 80% developed, but not released Project discontinued
  33. 33. A CLEAR BUSINESS NEED
  34. 34. A CLEAR BUSINESS NEED Q: Do you have a business need to develop interactive eBooks? KPUB: Yes! KTP: No.
  35. 35. DISCOVERING PAIN POINTS Content Creation (Word) Editing (Word/ InDesign) Typesetting (InDesign) Content Conversion (DITA) Typesetting (iBooks Author) Widget Dev (Javascript) Digital Publication (EPUB) Print Publication (PDF) Digital Publication (iBooks)
  36. 36. Terje Rakke, “Female Hurdler Bislet Stadium, Norway” TEAM MAKEUP =
  37. 37. Deborah Parkin, “isolation” TEAM MAKEUP =
  38. 38. TEAM MAKEUP =
  39. 39. TEAM MAKEUP =
  40. 40. JUST RIGHT (?): HTML AUTHORING
  41. 41. HTML AUTHORING: THE GOAL Legacy Content Newly Authored Content HTML Authoring Tool Print HTML Books eBooks XML PDFs
  42. 42. HTML AUTHORING: THE PLAN LMS Au. Tool LMS Student LAN Content Creation Content Editing HTML Authoring Tool EPUB Creation InDD Typesetting Print Publication Homepage Legacy Content LMS LAN
  43. 43. PROJECT FOCUS +
  44. 44. ADDRESSING REAL PAIN POINTS v1 v2 v3 WYSIWYG
  45. 45. TEAM MAKE-UP
  46. 46. TEAM MAKE-UP
  47. 47. PROS & CONS OF ADOPTING AN EVOLVING TOOL
  48. 48. PROS & CONS OF ADOPTING AN EVOLVING TOOL – users may expect a defined end, or have higher expectations sooner
  49. 49. PROS & CONS OF ADOPTING AN EVOLVING TOOL – users may expect a defined end, or have higher expectations sooner – frustration with an “unfinished” tool or workflow
  50. 50. PROS & CONS OF ADOPTING AN EVOLVING TOOL – users may expect a defined end, or have higher expectations sooner – frustration with an “unfinished” tool or workflow + issues uncovered early in the tool’s evolution can be addressed iteratively
  51. 51. PROS & CONS OF ADOPTING AN EVOLVING TOOL – users may expect a defined end, or have higher expectations sooner – frustration with an “unfinished” tool or workflow + issues uncovered early in the tool’s evolution can be addressed iteratively + users feel empowered to guide pace and direction of change
  52. 52. HTML AUTHORING: TURNING USERS INTO CHANGE AGENTS KINC KHE KHEC KU KTP Grad Health PC Bar KPUB
  53. 53. REGULAR COMMUNICATION WITH USERS & STAKEHOLDERS
  54. 54. REGULAR COMMUNICATION WITH USERS & STAKEHOLDERS daily office hours weekly remote & in-person stand-ups monthly demos quarterly stakeholder updates ongoing chats & documentation User Guide
  55. 55. HTML AUTHORING: OUTCOME 6-month pilot completed with 40 titles’ worth of content ingested to the platform 30+ users trained 3 major output formats tested and proven Shortened timeline for digital-only product Platform licensed for 3 years with additional content teams being on-boarded each quarter
  56. 56. WHAT DID WE LEARN?
  57. 57. WHAT DID WE LEARN? Do Don’t
  58. 58. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only
  59. 59. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only Conduct regular and targeted two-way communications with all stakeholders Deliver information and updates as a coda
  60. 60. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only Conduct regular and targeted two-way communications with all stakeholders Deliver information and updates as a coda Put users first! Design around a technology, no matter how cool it might be
  61. 61. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only Conduct regular and targeted two-way communications with all stakeholders Deliver information and updates as a coda Put users first! Design around a technology, no matter how cool it might be Continually address user pain points, no matter how trivial Place all newly-raised issues in a parking lot to avoid changes in scope
  62. 62. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only Conduct regular and targeted two-way communications with all stakeholders Deliver information and updates as a coda Put users first! Design around a technology, no matter how cool it might be Continually address user pain points, no matter how trivial Place all newly-raised issues in a parking lot to avoid changes in scope Promote change agents from within groups of end users Manage change from above
  63. 63. WHAT DID WE LEARN? Do Don’t Align project goals to actual business needs Build towards an aspirational requirement only Conduct regular and targeted two-way communications with all stakeholders Deliver information and updates as a coda Put users first! Design around a technology, no matter how cool it might be Continually address user pain points, no matter how trivial Place all newly-raised issues in a parking lot to avoid changes in scope Promote change agents from within groups of end users Manage change from above Have internal users roll up their sleeves and get hands-on sooner Outsource development and support tasks to avoid disrupting internal resourcesresources
  64. 64. Edwina Lui edwina.lui@kaplan.com

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