@nozurbina Urbinaconsulting.com
COPE Content modelling
for adaptive, multi-channel
UX slam-dunks
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
Congility...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Background
Big content sets
Cross-format — PDF, HTML, mobile
(e)Learni...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
In the next 120 minutes…
The market &
multichannel
COPE & UX
Modelling...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Why are we here?
“Overt selling has given way to problem solving.
Swee...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
The Right List
• Right content
• Right format
• Right language
• Right...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Google
Glass
Samsung
Smartwatch
Smart TVs
The Challenge
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
http://cnnmon.ie/PE6CC1
http://bit.ly/OLb7cM
http://bit.ly/T1yYRE
Inte...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
90% of participants
Google
http://bit.ly/ggl-multin
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Phones were sold in pairs
We used to think point-to-point was a
good e...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
The public now touches
metadata every day
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
"Aggregated
metadata can
be more
revealing than
content.“
– J. Kirk Wi...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
WE ARE REACHING A
TIPPING POINT
“Media are not just means of communica...
@nozurbina Urbinaconsulting.com
@nozurbina Urbinaconsulting.com
Don Yang,
950s
Raphael,
1510
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
We conceive content in 2D
1
2
3
4
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Customer experience is 4D
1. Length
2. Width
3. Depth
– “Drill down”
–...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
We conceive content in 2D
1
2
3
4
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Customer experience is 4D
“I want an answer
now, please!”
(Nov 14, 201...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Google Cards
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Google Cards
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Google Cards 4D
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Delta Fail
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Your content gets worse simply by
inaction
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
WHAT’S COPE?
Besides the best acronym ever?
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
What’s COPE?
“Over the last year, NPR's total page view
growth has inc...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
What’s COPE?
“Over the last year, NPR's total page view growth has
inc...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
What’s COPE?
“COPE is really a combination of several other
closely re...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
IMAGINE…
“Imagine if your CMS was 3 tools…”
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Automatic Conditional Delivery
Manage Serve &
Transform
Create
compone...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
SEMANTIC CONTENT
MODELLING
Making content adaptive
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Traditional Content
• Traditional content is marked with
semantics on ...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Adaptive Content
• With semantics on at any level we
can deliver conte...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Product Name
Main Product Image
Supplementary
Product Images
Product
O...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Feature List
Images
Product
Name
Description
Feature
Detail
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
App
x
Brochure
Modelling template by
the Rockley Group
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
EXERCISES
Who wants a Roomba?
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Organisational goal
Increase revenue by selling Roombas
(cash cow) and...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Exercise: Personas
To get you started:
1. Online shopper
2. In-store s...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Exercise: Scenarios
Shoot for the 80%, not the 20.
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Exercise: Taxonomy
Personas
Content devices
3 levels of IA
Information...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Exercise: Content Models
Assemblies and components in detail
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
WORK WORK WORK…
Email me at b.noz.urbina@gmail.com or USB sticks
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Structural definition
of an info type:
“event”
By having established
c...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Now we just need a server…
• Right content
• Right format
• Right lang...
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
STANDARDS
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards help us share
Photo: Janoma.cl, JR98664
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable efficiency
Photo: Roger Wollstadt
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards free creativity
Photo: Eiriknewth
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards speak fast
Photo: NorthJoe
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Photo: Noz Urbina
Standards enable experience
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Photo: Noz Urbina
Standards enable experience
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards lower risk
Photo: Andarooo
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Standards build community
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.com
THANK YOU — Q&A
Congility 2014
congility.com/2014
Urbinaconsulting.com...
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COPE Content Modelling for Adaptive UX - Noz Urbina

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FIRST PRESENTED AT CONTENT STRATEGY APPLIED 2013, eBay's OFFICES, LONDON, UK

Multi-channel, or COPE (Create Once, Publish Everywhere), content is a bit of a holy grail right now. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, and responsive mobile deliverables. We need to deliver eBooks and syndication services to our partners – even deliver to wearable technologies. All this for the benefit of users, and of course, the organisations that serve them.

Adaptive content is content that is agile enough to realise all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modelling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through the non-terrifying intro to getting started with modelling your own content in a future-proof way.

Published in: Technology

COPE Content Modelling for Adaptive UX - Noz Urbina

  1. 1. @nozurbina Urbinaconsulting.com COPE Content modelling for adaptive, multi-channel UX slam-dunks
  2. 2. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Me (Noz Urbina) Content strategist Consultant/trainer Author Congility Chair 2014 Jun 18-20, UK Newly independent!
  3. 3. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Background Big content sets Cross-format — PDF, HTML, mobile (e)Learning, now prototyping augmented reality apps Complex profile-specific delivery • 50+ profiled outputs from a single set of source files
  4. 4. @nozurbina Urbinaconsulting.comUrbinaconsulting.com In the next 120 minutes… The market & multichannel COPE & UX Modelling adaptive content
  5. 5. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Why are we here? “Overt selling has given way to problem solving. Sweeping statements have given way to conversation- like messages.” — Robert Rose, chief strategist Content Marketing Institute Image: Moyan Brenn
  6. 6. @nozurbina Urbinaconsulting.comUrbinaconsulting.com The Right List • Right content • Right format • Right language • Right time Content strategy = the alignment of people, platform and process to advance organisational and user goals Business Goals User GoalsCS
  7. 7. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Google Glass Samsung Smartwatch Smart TVs The Challenge
  8. 8. @nozurbina Urbinaconsulting.comUrbinaconsulting.com http://cnnmon.ie/PE6CC1 http://bit.ly/OLb7cM http://bit.ly/T1yYRE Internet of Things
  9. 9. @nozurbina Urbinaconsulting.comUrbinaconsulting.com 90% of participants Google http://bit.ly/ggl-multin
  10. 10. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Phones were sold in pairs We used to think point-to-point was a good enough It solved a problem and created new ones Image: Jan-Hendrik Caspers
  11. 11. @nozurbina Urbinaconsulting.comUrbinaconsulting.com The public now touches metadata every day
  12. 12. @nozurbina Urbinaconsulting.comUrbinaconsulting.com "Aggregated metadata can be more revealing than content.“ – J. Kirk Wiebe & Bill Binney "Not looking at content... sifting through metadata“ – Barak Obama
  13. 13. @nozurbina Urbinaconsulting.comUrbinaconsulting.com WE ARE REACHING A TIPPING POINT “Media are not just means of communication [they] mediate relationships” — Michael Lee Wesch, assoc. Prof, cultural anthropology, Kansas State
  14. 14. @nozurbina Urbinaconsulting.com
  15. 15. @nozurbina Urbinaconsulting.com Don Yang, 950s Raphael, 1510
  16. 16. @nozurbina Urbinaconsulting.comUrbinaconsulting.com We conceive content in 2D 1 2 3 4
  17. 17. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Customer experience is 4D 1. Length 2. Width 3. Depth – “Drill down” – Progressive disclosure – Multi-asset relationships / references – Search/Social 4. Time – Dynamic, real-time content – Audience/context-specific content 12 3 6 9
  18. 18. @nozurbina Urbinaconsulting.comUrbinaconsulting.com We conceive content in 2D 1 2 3 4
  19. 19. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Customer experience is 4D “I want an answer now, please!” (Nov 14, 2013. 15:35 pm) Today’s content needs database-like agility
  20. 20. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Google Cards
  21. 21. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Google Cards
  22. 22. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Google Cards 4D
  23. 23. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Delta Fail
  24. 24. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Your content gets worse simply by inaction
  25. 25. @nozurbina Urbinaconsulting.comUrbinaconsulting.com
  26. 26. @nozurbina Urbinaconsulting.comUrbinaconsulting.com WHAT’S COPE? Besides the best acronym ever?
  27. 27. @nozurbina Urbinaconsulting.comUrbinaconsulting.com What’s COPE? “Over the last year, NPR's total page view growth has increased by more than 80%. How did we get that much growth? Our API. The NPR API went live to the public in July 2008”1 “Through COPE, our systems have enabled incredible growth despite having a small staff and limited resources… any system that adheres to these principles… will see the benefits of content modularity and portability.” (emphasis added) Image: Daniel Jacobson, NPR
  28. 28. @nozurbina Urbinaconsulting.comUrbinaconsulting.com What’s COPE? “Over the last year, NPR's total page view growth has increased by more than 80%. How did we get that much growth? Our API. [API went public July 2008]” — Zach Brand Sr Dir Technology NPR Through COPE, our systems have enabled incredible growth despite having a small staff and limited resources. Any system that adheres to these principles… will see the benefits of content modularity and portability. — Daniel Jacobson, Director of App Development NPR delivers to 800+ different output platforms
  29. 29. @nozurbina Urbinaconsulting.comUrbinaconsulting.com What’s COPE? “COPE is really a combination of several other closely related sub-philosophies, including: • Build content management systems (CMS), not web publishing tools (WPT) • Separate content from display • Ensure content modularity • Ensure content portability” — Daniel Jacobson, Director of App Development
  30. 30. @nozurbina Urbinaconsulting.comUrbinaconsulting.com IMAGINE… “Imagine if your CMS was 3 tools…”
  31. 31. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Automatic Conditional Delivery Manage Serve & Transform Create components Personalised content ProfileA ProfileB ProfileC ProfileD Same content Everyone …with WPT/ processing tools …in CCMS (XML ) …in structured Authoring Tool(s) ??? Multichannel delivery
  32. 32. @nozurbina Urbinaconsulting.comUrbinaconsulting.com SEMANTIC CONTENT MODELLING Making content adaptive
  33. 33. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Traditional Content • Traditional content is marked with semantics on the blob/block-level
  34. 34. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Adaptive Content • With semantics on at any level we can deliver contextually- appropriate experiences
  35. 35. @nozurbina Urbinaconsulting.comUrbinaconsulting.com
  36. 36. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Product Name Main Product Image Supplementary Product Images Product Overview Feature List Tagline Feature Details
  37. 37. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Feature List Images Product Name Description Feature Detail
  38. 38. @nozurbina Urbinaconsulting.comUrbinaconsulting.com App x Brochure Modelling template by the Rockley Group
  39. 39. @nozurbina Urbinaconsulting.comUrbinaconsulting.com EXERCISES Who wants a Roomba?
  40. 40. @nozurbina Urbinaconsulting.comUrbinaconsulting.com
  41. 41. @nozurbina Urbinaconsulting.comUrbinaconsulting.com
  42. 42. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Organisational goal Increase revenue by selling Roombas (cash cow) and Sooba (new market + cross-sell)
  43. 43. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Exercise: Personas To get you started: 1. Online shopper 2. In-store sales assistant 3. In-store shopper Shoppers have different ages and attitudes towards the product.
  44. 44. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Exercise: Scenarios Shoot for the 80%, not the 20.
  45. 45. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Exercise: Taxonomy Personas Content devices 3 levels of IA Information products types Assemblies types Module types • (At least one non-website!)
  46. 46. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Exercise: Content Models Assemblies and components in detail
  47. 47. @nozurbina Urbinaconsulting.comUrbinaconsulting.com WORK WORK WORK… Email me at b.noz.urbina@gmail.com or USB sticks
  48. 48. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Structural definition of an info type: “event” By having established clear semantics, modules and/or “pages” can be built up from some or all of the structured source. Rahel Anne Bailie’s “Flow” diagram using a CMS form http://intentionaldesign.ca/
  49. 49. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Now we just need a server… • Right content • Right format • Right language • Right time Business Goals User GoalsCS
  50. 50. @nozurbina Urbinaconsulting.comUrbinaconsulting.com STANDARDS
  51. 51. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards help us share Photo: Janoma.cl, JR98664
  52. 52. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable efficiency Photo: Roger Wollstadt
  53. 53. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards free creativity Photo: Eiriknewth
  54. 54. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards speak fast Photo: NorthJoe
  55. 55. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  56. 56. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  57. 57. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  58. 58. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  59. 59. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Photo: Noz Urbina Standards enable experience
  60. 60. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Photo: Noz Urbina Standards enable experience
  61. 61. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  62. 62. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  63. 63. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  64. 64. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards enable experience Photo: Noz Urbina
  65. 65. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards lower risk Photo: Andarooo
  66. 66. @nozurbina Urbinaconsulting.comUrbinaconsulting.com Standards build community Photo: Noz Urbina
  67. 67. @nozurbina Urbinaconsulting.comUrbinaconsulting.com THANK YOU — Q&A Congility 2014 congility.com/2014 Urbinaconsulting.com/blog @nozurbina The CS Book thecontentstrategybook.com We have copies here  2014 Jun 18-20, UK

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