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@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
@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
@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
@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
@nozurbinaSteps to adaptive content
1) Audience
2) Modularity
3) Taxonomy
4) Semantic Content Modelling
@nozurbinaThe challenge - The Right List
• Right content
• Right format
• Right language
• Right time
@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
DEFINING OUR TERMS
Responsive Design
Adaptive Design
Embedded UA
Adaptive Content
Responsive design
All content is delivered. Appearance,
layouts and features are adjusted for
device client-side
Adaptive design
Device and other context is detected,
then server-side logic sends only
appropriate layouts & features
LinkedIn
App
Mobile Site
LinkedIn
BUT WHAT ABOUT THE
CONTENT?
The stuff that the people are actually looking for?
@nozurbinaContent and User Experience
• The more diverse the
interaction contexts, the
more stretched content will
become
• Square peg + round hole =
bad experience
@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
@nozurbinaAdaptive Content
• Adaptive Content Enables
Contextually-Appropriate
Experiences
@nozurbinaSteps
1) Audience
2) Modularity
3) Taxonomy
4) Semantic Content Modelling
WHO ARE YOUR USERS?
Audience analysis to persona and user stories
Audience Modularity Taxonomy Content Modelling
@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
@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
@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
@nozurbina
One user + multiple stories =
user journey
21
@nozurbina
One user + multiple stories =
user journey
22
Map stories to journeys
Map journeys to lifecycle
phases
(aware, researching, buying,
using, advocating, etc….)
@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
MODULARITY & TYPED
CONTENT
Audience Modularity Taxonomy Content Modelling
@nozurbinaModularity
Original Flow New
Scenario
New
Audience
New
Platform
Audience Modularity Taxonomy Content Modelling
@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
@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
@nozurbinaHealthy dose of reality
• Writing for reuse is not easy
• Writers must collaborate more
• “Ownership” is changed
Audience Modularity Taxonomy Content Modelling
TAXONOMY
@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
Each category value =
a taxonomy facet
@nozurbinaFacetted Search
Audience Modularity Taxonomy Content Modelling
Facets for filtering
@nozurbinaContent can have facets too
@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
@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
@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
SEMANTIC CONTENT
MODELLING
Content model = “Information architecture of a single module of content”
@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
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
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
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
SEMANTIC (VS
STRUCTURE)
Audience Modularity Taxonomy Content Modelling
@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
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Audience Modularity Taxonomy Content Modelling
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
Content Models OutputsUsers
Him
Her
USB
gadget
buyers
Putting it together
Scenarios
12
3
6
9
Audience Modularity Taxonomy Content Modelling
@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
@nozurbinaRemember facets?
Facets
aren’t just
for filtering
pages!
Audience Modularity Taxonomy Content Modelling
@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
@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
IT’S WORTH IT!
Adaptive content is the most scalable future-proof approach
to content
@nozurbina
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Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]

Editor's Notes

  1. 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.
  2. Audience Analysis > Personas / User Stories Review who we’re talking to and what they need Modularity & Typed Content Break up content for more flexible delivery Taxonomy & Metadata Establish clear labelling systems Semantic Content Modelling Get more strict about module content (Embed semantics)
  3. Ultra-customised content tracked across all channels.
  4. and progressive enhancement / disclosure situations
  5. Audience Analysis > Personas / User Stories Review who we’re talking to and what they need Modularity & Typed Content Break up content for more flexible delivery Taxonomy & Metadata Establish clear labelling systems Semantic Content Modelling Get more strict about module content (Embed semantics)
  6. In this case “customer” refers to anyone who List of customers on board How do you categorise different external users? Who uses content internally?
  7. 65+20 minutes =1 hr 25 min (1 hr 35 left) They all need content but do they all need THE SAME content? Sometime the internal customers are greater than external. Making sure that content is adequately shared across internal customers is just as important. Do they all access content in the same way? What do they do with content? Dunnhumby’s external customers are their clients. Each client configures dunnhumby’s software differnetly, and therefore documentarion is provided tailored to their individual use. Still a high level of reuse though. Dunnhumby employ consultants to work with their clients, and so they need the ability to Example list Government will have MPs, public
  8. Are you moving Physical conditions? Environmental conditions? What errors did you get? What device are you using? What country are you in?
  9. These provide an effective way to identify the main tasks that each of them needs to perform, and from this can help to identify what the content requirements might be. They also help to identify what integration with other systems might be required. Need Want? Identifies Metadata requirements Content requirements Reuse opportunities Aligns team around a specific set of goals
  10. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  11. http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
  12. Acrolinx Schematron (free with oxygen!)