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Rejigging your mindset for the future of content work [ISTC13]


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This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications.

If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products.

Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place.

This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.

Published in: Business, Technology
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Rejigging your mindset for the future of content work [ISTC13]

  1. 1. @nozurbina #tcuk13 Rejigging your mindset for the future of content work Noz Urbina, Consultant @nozurbina
  2. 2. @nozurbina #tcuk13 Noz Urbina ~ Consultant/Trainer for Mekon Ltd. – Content strategy, Technical Communications – 10 years in content and mark-up – Author – Chairperson for Congility Events (
  3. 3. @nozurbina #tcuk13 The challenge Google Glass Samsung Smartwatch Smart TVs
  4. 4. @nozurbina #tcuk13 EyeTap Vuzix M100 Recon Jet Epson Moverio (on sale) Telepathy One
  5. 5. @nozurbina #tcuk13 Free, Social AR Smartphone App Aurasma Generated Reality
  6. 6. @nozurbina #tcuk13 Gesture control
  7. 7. @nozurbina #tcuk13 BMW Augmented Reality Generated Reality
  8. 8. @nozurbina #tcuk13 Combined solutions ~ Two engineers (one onsite, one at a desk) + ~ Augmented reality headsets + ~ High quality gesture control + ~ Large displays + ~ The cloud + ~ Extranet content + = Your best engineer anywhere
  9. 9. @nozurbina #tcuk13 Your best engineer anywhere Support Desk InteractionInteraction ContentContent SpeechSpeech VideoVideo Field Engineer
  10. 10. @nozurbina #tcuk13 THE MINDSET BARRIER What’s holding us back?
  11. 11. @nozurbina #tcuk13 Silos in the Organisation Customer Needs The customer doesn’t care about your org chart! The customer doesn’t care about your org chart!
  12. 12. @nozurbina #tcuk13 Our species once couldn’t translate 3D content to a 2D canvas Our species once couldn’t translate 3D content to a 2D canvas
  13. 13. @nozurbina #tcuk13 Don Yang, 950s Raphael, 1510
  14. 14. @nozurbina #tcuk13 Customer experience is 4D 1. Length 2. Width 3. Depth 1. “Drill down” 2. Progressive disclosure 3. Multi-asset relationships / references 4. Search/Social <-> Main content 4. Time 1. Dynamic, real-time content 2. Audience/context-specific content 1st 2nd 4th
  15. 15. @nozurbina #tcuk13 4 ProdMan or TechComm (PDF) ProdMan or TechComm (PDF) 1 Marketing (HTML)Marketing (HTML) 2 3 We Conceive Content in 2D
  16. 16. @nozurbina #tcuk13 Authored Aggregated/ Generated? Authored “I’d like an answer now please” (14: 25 Sep 26, 2013) “I’d like an answer now please” (14: 25 Sep 26, 2013) All publishing is now database publishing All publishing is now database publishing Watch my blog for more detail... Watch my blog for more detail... Customer experience is 4D
  17. 17. @nozurbina #tcuk13 Twitter is a first-D platform ~ Each tweet provides the tips of various content “pyramids” you can drill into
  18. 18. @nozurbina #tcuk13 Kindle in 4D – Task timing
  19. 19. @nozurbina #tcuk13 Kindle in 4D – Social highlights
  20. 20. @nozurbina #tcuk13 How we create meaning We compare each individual situation… … with personal past experience… … by matching… Mental models ~ Semi-consciously selected, incomplete images ~ What (we think) we understand of the world ~ How we face the world: Options? Solutions? Confidence? Kai Weber, Weber,
  21. 21. @nozurbina #tcuk13 The biggest barrier ~ Our mental models of content are going out of date – Our flat, 2D models of content don’t map to the 4D world of customers ~ User expectations are driven by the world they live in, not (just) what we publish to them
  22. 22. @nozurbina #tcuk13 THE ANSWER: CONTENT DESIGN Content modelling and the Android Design Principles
  23. 23. @nozurbina #tcuk13 Simplify My Life ~ Only show me what I need when I need it
  24. 24. @nozurbina #tcuk13 11 22 Embedded help
  25. 25. @nozurbina #tcuk13
  26. 26. @nozurbina #tcuk13 Proactive assistance ~ Timed appropriately for my skills and context – UI item descriptions – Field validation guidance (number or date formats; where the user can find the data; banned characters) – Concept short descriptions – Terminology / Glossary – Wizard introductions – Lists of related help tasks ~ Many can be replace/reused to/from the traditional help/manuals.
  27. 27. @nozurbina #tcuk13
  28. 28. @nozurbina #tcuk13 Enchant Me ~ Let me make it mine / Get to know me
  29. 29. @nozurbina #tcuk13 Socially enabled across silos Comments In-line discussion Page discussion Community and Personal data Bookmark/Download Let users build and share their own deliverables, for any format Let users build and share their own deliverables, for any format
  30. 30. @nozurbina #tcuk13 Simplify My Life ~ Keep it brief
  31. 31. @nozurbina #tcuk13 Simplify My Life ~ Pictures are faster than words
  32. 32. @nozurbina #tcuk13
  33. 33. @nozurbina #tcuk13 BRINGING IT ALL TOGETHER Content strategy
  34. 34. @nozurbina #tcuk13 Content Strategy Development efficiency & significant cost avoidance Unified Framework for Content Delivery, Measurement and Improvement Brand Equity, regional markets & revenue channels Business Goals Enabling, Product data & Technical Content Persuasive, Sales & Marketing Content More than words, more than tech
  35. 35. @nozurbina #tcuk13 Final Take-Aways ~ Don't think about your year at the expense of your career ~ We are responsible for the whole customer experience ~ We have to collaborate ~ Structuring content gives it agility – You’re not making deliverables. You’re making content that might be expressed in many, many deliverables
  36. 36. @nozurbina #tcuk13 BOOK DRAW! @thecsbook