By Rhyne Armstrong and Nate Wolf. How Cisco Stealthwatch's TechComm team is leading brand language for our product.

1. How TechComms are Driving Brand Language
Rhyne Armstrong and Nate Wolf - Cisco

2. IG: rhynearmstrong & thewolfwhocriedwolf
#stc2018 #TechCommTakeover
Rhyne Armstrong
Doc Manager
Cisco Stealthwatch
Nate Wolf
Doc Lead - Stealthwatch Next
Cisco Stealthwatch

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#stc2018 #TechCommTakeover
• What we are talking about
and why control matters
• What we are doing
• How we are doing it
• You ask questions, we try to
answer

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#stc2018 #TechCommTakeover

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9. Voice
Simple
Distinctive
Tone
Bold
Human

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#stc2018 #TechCommTakeover

12. IG: rhynearmstrong & thewolfwhocriedwolf
#stc2018 #TechCommTakeover

13. IG: rhynearmstrong & thewolfwhocriedwolf
#stc2018 #TechCommTakeover

14. IG: rhynearmstrong & thewolfwhocriedwolf
#stc2018 #TechCommTakeover

15. IG: rhynearmstrong & thewolfwhocriedwolf
#stc2018 #TechCommTakeover

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#stc2018 #TechCommTakeover

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We know…
• The guidelines
• The tools
• The best practices

18. Technical Documents Product User Interfaces
White Papers
Knowledge Bases
Spec Sheets

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24. • Unify Cisco’s Security product portfolio
• Great user experiences
• Reinforce the brand experience
• Be a competitive differentiator
Make Cisco’s Security products look & feel as superior as they work

25. Bargain
Heterogeneous
Range of brand quality
Premium
Consistent
Unified brand promise

26. Bargain
Heterogeneous
Range of brand quality
Premium
Consistent
Unified brand promise

27. Adoption of visual/branding guidelines
• Corporate Logo
• Color Palette
• Typography / Font
• Iconography
• UI Components
• Header / Footer
• Login/About

28. • Provides a methodology for a design system
• Enables assembly of abstract items to concrete
• Builds a system of consistency and cohesion
• Creates an assembly mechanism
ISE AMPNGFW
Abstract
Build
Concrete
Atoms
Molecules
Organisms
Templates
Pages

29. Cisco Security
Glossary
Product Help Unified Documentation
Formats

31. Provide information at the field level to help users to
complete their tasks.
Inline Help
Provide additional assistance to first-time users
without adding unnecessary clutter to the UI.
Pop-up Help
Provide users with a clear and simple description for
the content by hovering over fields and icons.
Tooltips
Provide context-sensitive online help for every page
and dialogue box.
Online Help

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Archetype Score Notes
Alerts/Notifications
Dashboard
Device Registration
Inline Help
Login
Narrative Text
Navigation
Policy - Create
Policy - Edit
Reporting
Search
Tables
Update/Upgrade
Visual Design ~30% screens aligned
Glossary NA WIP
No alignment
Limited alignment
Partial alignment
Close alignment
= 0 points
= 1 point
= 2 points
= 3 points
Checklist score = 30
Total possible score = 56
= 0.54 x 100 = 54
• Checklist items are
determined by product type
and features
• Each archetype is scored on
a scale of 0 to 4 based on
degree of alignment
• Total score is a percentage
of total possible alignment
points
• Products not held
responsible for irrelevant
features
Full alignment = 4 points

38. Short
Relevant
Bold
Human

40. Technology Lead
Product Owner Lead
QA Lead
Technical Doc Lead
Squad 5
Squad 4
Squad 3
Squad 2
Squad 1
Technology Lead
Product Owner Lead
QA Lead
Technical Doc Lead
Squad 5
Squad 4
Squad 3
Squad 2
Squad 1
Technology Lead
Product Owner Lead
QA Lead
Technical Doc Lead
Squad 5
Squad 4
Squad 3
Squad 2
Squad 1
Technology Lead
Product Owner Lead
QA Lead
Technical Doc Lead
Squad 5
Squad 4
Squad 3
Squad 2
Squad 1

44. Layout Example

45. Layout
Examples

46. Layout Examples

48. Centralized Strategy Decision – Decentralized Execution
• Short feedback loops. Focus on customer and market value
• Cross functional teams that work together
• Deep understanding of lean principles
• High level of accountability
• Active learning and adaptation

49. Customer
Product
Management
Development

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#stc2018 #TechCommTakeover
• We’re on the same team
• Less overlapping efforts
• Our customers win!

51. • Rhyne Armstrong
• @ninety7
• rhynearmstrong@gmail.com
• Nate Wolf
• nathanwwolf@gmail.com

52. • Rhyne Armstrong
• @ninety7
• rhynearmstrong@gmail.com
• Nate Wolf
• nathanwwolf@gmail.com