Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

4,774 views

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 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
  • Be the first to comment

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:

×