In this session attendees will learn: How we managed to present a unified content experience despite using different tools to create and publish content How content teams work with development teams to test and evaluate search using analytics How we work to leverage intelligence from Localization teams to identify search patterns and create keywords and synonyms How we’re tooling our content so we’re ready to incorporate bots How our assumptions were shattered (and verified in a few cases)

1. Chaos to Coherence
Breaking Silos for Our Customers’ Sake

2. Rashmi
Pritha
Who are we?

3. Customer problem: where to go?

4. Content creation problem: what to do?
JOV-0431-2DM-2N
- Separate Efforts
- Different Approaches
- A great deal of overlap
- Lack of optimization

5. Question assumptions
User Analysis
Task Analysis
Content Analysis

6. Content creation solution
Prevent overlap through collaboration

7. Support Cases
Customer Feedback

8. Planning
Pilot
Migrate
SEO
Navigation
Bots
Personalization

9. 1. It’s ok to be different
2. Topic length doesn’t really matter
3. Users don’t read
4. Search is not just an IT problem
5. Users expect Google-quality searches
6. Users may not know what to search for
7. Artificial Intelligence requires human effort

10. 1. It’s ok to be different
What we’re doing
Normalize content
using the same
stylesheets
Drive consistency
within each content
type
Apply standard
metadata and
terminology
Help people learn and
use the product
Help people fix a problem

11. 2. Topic length doesn’t really matter
What we’re doing
Group relevant content
to form articles
Writers have ownership
and flexibility to decide
what shows up on a
page
Work with development
to build UI to handle
complexity
Variation in content
types and a lighter tone
make it easier to
consume complexity

12. 3. Users don’t read
What we’re doing
Switch to task-based
articles with consistent
formats
Get to the point quickly
Add more graphics
Explore varied formats
presenting different
aspects of the same
information:
- Videos
- Infographics

13. 4. Search is not just an IT problem

14. 5. Users expect Google-quality searches
What we’re doing
• Accept that no matter what
we do, user expectations
will be ahead of what we
deliver
• Increase number of search
results to compensate for
search weaknesses
• Reduce the number of
times we use the same
words in our content
• Add short snippets to the
search results
• Learn from successful
searches

15. 6. Users may not know what to search for
What we’re doing
Get metrics on users’
search terms
Create metadata-rich
content
Focus on navigation:
• As a fallback when
search fails
• To guide users when
they don’t know what to
search for
Work on auto suggestions
Future: Personalization

16. 7. Artificial Intelligence requires human effort
What we’re doing
Create metadata-rich,
well-structured content
Begin with hard-coded
responses focusing on
the conversation flow
and linking to our
content
Combine hard-coded
with search-based
responses
Future: Work towards
extracting response
snippets from content