Half-day workshop for TCUK 2015. An exploration of content ecosystem and the critical factors across the ecosystem that can enable teams to design and deliver high-value content, communicate that to the business or client, and measure the impact.
Strategic IA Careers: Skills and Knowledge for SuccessAndrea L. Ames
Â
The document discusses the skills and knowledge needed for strategic information architecture (IA) careers. It defines strategic IA as designing high-value content and information experiences across entire organizations, products, or portfolios to meet business goals. This requires skills in user research, modeling, information design, analytics, business, leadership, and soft skills. Tactical IA focuses more narrowly on individual products or teams. The document provides examples of strategic IA tasks and derailment factors that limit effectiveness, such as being driven by rules or siloed thinking rather than strategic vision.
Forget "Predict" the Future -- Create the Future! keynoteAndrea L. Ames
Â
This document presents Andrea Ames' keynote speech at the LavaCon conference about different approaches to career development and management. She introduces three career types: opportunistic, targeted, and entrepreneurial. For each type, she provides examples and discusses their strengths and weaknesses. She encourages the audience to consider which type best fits them and how to become more fluent across multiple types to take advantage of different opportunities. The overall message is that technical communicators can apply skills like problem solving and design thinking in many fields and should see their career paths as open and flexible.
Applying Progressive Information Disclosure: User Interface Content DesignAndrea L. Ames
Â
Session at the 2014 STC Summit
Andrea will provide an overview of progressive information disclosure concepts, the design process, and heuristics for evaluating user interfaces. She will then lead participants through a small-group evaluation process of a software graphical user interface (GUI) and a large-group discussion of the groups' discoveries and the implications of those. She will also discuss the implications of content issues for interaction and visual design and how to apply progressive information disclosure for non-graphical and non-software interfaces.
Andrea Ames is a technical communicator and expert in content experience design. She presented a workshop on design thinking for content. The workshop covered empathizing with users to understand their needs, ideating potential solutions, and prototyping ideas. Design thinking is a process that encourages exploring many solutions before converging on the best option to solve users' problems in a creative way.
When Worlds Collide: Improving the User Experience by Applying Progressive In...Andrea L. Ames
Â
Andrea L. Ames, an IBM Senior Technical Staff Member, presented on applying progressive information disclosure to improve the user experience. Progressive disclosure is a technique that reveals information to users in a staged manner, presenting only the minimum needed for the current task. It reduces complexity and keeps users focused. The presentation discussed how progressive disclosure has traditionally been applied to online help but can also be applied to product content and interfaces. It emphasized thinking more about the user experience and writing less by focusing on essential information and deferring other content until needed. Quick steps and resources for implementing progressive disclosure were provided.
When Worlds Collide: Improving UX by Applying Progressive Info DisclosureAndrea L. Ames
Â
Do you often feel like thereâs more to developing technical product content than user guides, reference manuals, and contextual help? Do you sometimes find that your information deliverables are discontinuous or that the content is redundant between them? Would you like to have more impact on your business and the overall user experience of your product through your content? If so, join Andrea as she presents the human factors concept of âprogressive disclosureâ and applies it to the architecture and design of information! Andrea will discuss how to approach your information architecture and design from the userâs goals and the tasks that she needs to perform â revealing just the information the user needs, just when she needs it â so that you can positively affect the design of the product and improve the user experience. Sheâll also describe the team-interaction considerations necessary to make the approach successful in a real, team-oriented, cross-functional product-development environment.
Worlds Collide: Improving the User Experience through Progressive Information...Andrea L. Ames
Â
This document summarizes a presentation on applying progressive information disclosure to improve the user experience. The presentation discusses how progressive disclosure involves revealing information in a structured way, presenting only what is needed for the current task. It provides examples of how traditional help systems have applied this concept. The presentation encourages applying these principles more broadly to content design, considering user tasks and goals and designing information experiences around successful task completion. Barriers to implementing progressive disclosure like processes and tools are also discussed. Resources on this topic are provided.
Designing for People: Communicating Effectively with InteractionAndrea L. Ames
Â
This document discusses interaction design and its importance for technical communicators. It is a presentation by Andrea Ames on communicating effectively through interaction. The presentation covers why technical communicators should care about interaction, characteristics of interaction like thinking of it as a conversation or information/assistance, common interaction mechanisms, things that can annoy users, necessary skills, and resources for learning more.
Strategic IA Careers: Skills and Knowledge for SuccessAndrea L. Ames
Â
The document discusses the skills and knowledge needed for strategic information architecture (IA) careers. It defines strategic IA as designing high-value content and information experiences across entire organizations, products, or portfolios to meet business goals. This requires skills in user research, modeling, information design, analytics, business, leadership, and soft skills. Tactical IA focuses more narrowly on individual products or teams. The document provides examples of strategic IA tasks and derailment factors that limit effectiveness, such as being driven by rules or siloed thinking rather than strategic vision.
Forget "Predict" the Future -- Create the Future! keynoteAndrea L. Ames
Â
This document presents Andrea Ames' keynote speech at the LavaCon conference about different approaches to career development and management. She introduces three career types: opportunistic, targeted, and entrepreneurial. For each type, she provides examples and discusses their strengths and weaknesses. She encourages the audience to consider which type best fits them and how to become more fluent across multiple types to take advantage of different opportunities. The overall message is that technical communicators can apply skills like problem solving and design thinking in many fields and should see their career paths as open and flexible.
Applying Progressive Information Disclosure: User Interface Content DesignAndrea L. Ames
Â
Session at the 2014 STC Summit
Andrea will provide an overview of progressive information disclosure concepts, the design process, and heuristics for evaluating user interfaces. She will then lead participants through a small-group evaluation process of a software graphical user interface (GUI) and a large-group discussion of the groups' discoveries and the implications of those. She will also discuss the implications of content issues for interaction and visual design and how to apply progressive information disclosure for non-graphical and non-software interfaces.
Andrea Ames is a technical communicator and expert in content experience design. She presented a workshop on design thinking for content. The workshop covered empathizing with users to understand their needs, ideating potential solutions, and prototyping ideas. Design thinking is a process that encourages exploring many solutions before converging on the best option to solve users' problems in a creative way.
When Worlds Collide: Improving the User Experience by Applying Progressive In...Andrea L. Ames
Â
Andrea L. Ames, an IBM Senior Technical Staff Member, presented on applying progressive information disclosure to improve the user experience. Progressive disclosure is a technique that reveals information to users in a staged manner, presenting only the minimum needed for the current task. It reduces complexity and keeps users focused. The presentation discussed how progressive disclosure has traditionally been applied to online help but can also be applied to product content and interfaces. It emphasized thinking more about the user experience and writing less by focusing on essential information and deferring other content until needed. Quick steps and resources for implementing progressive disclosure were provided.
When Worlds Collide: Improving UX by Applying Progressive Info DisclosureAndrea L. Ames
Â
Do you often feel like thereâs more to developing technical product content than user guides, reference manuals, and contextual help? Do you sometimes find that your information deliverables are discontinuous or that the content is redundant between them? Would you like to have more impact on your business and the overall user experience of your product through your content? If so, join Andrea as she presents the human factors concept of âprogressive disclosureâ and applies it to the architecture and design of information! Andrea will discuss how to approach your information architecture and design from the userâs goals and the tasks that she needs to perform â revealing just the information the user needs, just when she needs it â so that you can positively affect the design of the product and improve the user experience. Sheâll also describe the team-interaction considerations necessary to make the approach successful in a real, team-oriented, cross-functional product-development environment.
Worlds Collide: Improving the User Experience through Progressive Information...Andrea L. Ames
Â
This document summarizes a presentation on applying progressive information disclosure to improve the user experience. The presentation discusses how progressive disclosure involves revealing information in a structured way, presenting only what is needed for the current task. It provides examples of how traditional help systems have applied this concept. The presentation encourages applying these principles more broadly to content design, considering user tasks and goals and designing information experiences around successful task completion. Barriers to implementing progressive disclosure like processes and tools are also discussed. Resources on this topic are provided.
Designing for People: Communicating Effectively with InteractionAndrea L. Ames
Â
This document discusses interaction design and its importance for technical communicators. It is a presentation by Andrea Ames on communicating effectively through interaction. The presentation covers why technical communicators should care about interaction, characteristics of interaction like thinking of it as a conversation or information/assistance, common interaction mechanisms, things that can annoy users, necessary skills, and resources for learning more.
Users First: An Introduction to Usability and User-Centered Design and Develo...Andrea L. Ames
Â
The document discusses user-centered design and usability. It introduces Andrea Ames and her background in technical communication and usability. The topics covered include the problems with unusable products, achieving usability through user-centered design and development processes, and characteristics of organizations that adopt usability practices. Analysis, design and validation are examined in detail along with roles, timing, techniques and outputs. Resources for further learning are also provided.
Interaction Design: Communicating Effectively Andrea L. Ames
Â
This document discusses interaction design and communicating effectively with users. It begins by introducing the speaker, Andrea L. Ames, and her background in technical communication. The document then outlines topics to be covered, including why interaction design is important, user-centered design principles, characteristics of good interaction, common interaction mechanisms, and things that can frustrate users. It concludes by discussing emerging web technologies like DHTML and Flash that can enhance interaction, and recommends areas for further skills development like usability testing and information architecture.
Strategic, Competitive Professional Development: An OverviewAndrea L. Ames
Â
Andrea L. Ames presented on strategies for professional development. She discussed developing personal management skills through emotional intelligence and habits. She emphasized developing strategic skills, managing your career like a business, and networking. Her presentation provided tips on developing knowledge and skills, articulating your value, and managing your career development over the long term.
This presentation will examine the purpose and application of information architecture for the so-called ânext generationâ of information tools, including blogs and wikis. We will introduce âneeds basedâ information architecture, the methodology used for organising and designing information-rich environments in a way that allows people to use them more easily. We will then look at how the best practice principles behind this approach apply equally well to emerging technologies.
Presented at Open Publish 2007, by Patrick Kennedy of Step Two Designs.
Interaction 09 Introduction to Interaction DesignDave Malouf
Â
The document summarizes an introductory workshop on interaction design. It discusses definitions of interaction design, its history and influences from other fields like user experience design and human-computer interaction. It also covers key topics in interaction design like sketching, storytelling, framing experiences, research, and the need for foundations in the discipline.
Presentation from WebDU 2008 in Sydney, where I attempt to give developers and designers some insight into what IA is and how it works, so they can integrate it into their own practices or just work more effectively with IA/UX practitioners
This document provides an overview of wireframing for product design. It discusses who uses wireframes, including designers, developers, product managers, and others. Wireframes are used to communicate the structure, content, hierarchy, functionality, and behavior of a product interface. The document then covers different styles of wireframing, from low to high fidelity. It also discusses tools for both non-digital and digital wireframing. The goal is to help readers better understand how to use wireframing in the product design and development process.
Interaction design involves designing interactive products and digital interfaces to support people's activities and needs. The goals of interaction design are to create usable, effective and enjoyable experiences for users by involving them in the design process. Key aspects of interaction design include understanding users, prototyping designs, evaluating usability throughout the process, and applying design principles such as visibility, feedback, consistency and mapping to create intuitive interfaces.
Slides from a training session introducing UX concepts to Business Analysts. This includes:
* An explanation of what User Experience involves
* How to include "contextual inquiry" into requirements gathering
* What "Information Architecture" is and how to manage findability and discoverability
* A brief introduction to Usability Testing
UXPA2019 How to (Build and) Test Conversational InterfacesUXPA International
Â
Speaking from experience, I can tell you itâs virtually impossible to test intent. By this, I mean that when you are building a mostly spoken UI, such as for an Alexa skill, it is imperative to test your conversations early and often, but the kicker is that it can be really difficult to do with more traditional user testing techniques. Can you set up remote user testing sessions when there is no tangible thing or site to interact with? How do you perform in-person tests that mimic the âreal experienceâ with lo-fi prototypes?
Having spent the better part of the last 2+ years researching, prototyping, testing, and building experiences for a multi-modal social robot and enterprise chatbots, I plan to share what worked well, including specific tools, techniques, and tips for success.
CORE: Cognitive Organization for Requirements ElicitationScott M. Confer
Â
The document describes the CORE methodology for requirements elicitation. CORE integrates conceptual graphing and soft systems inquiry frameworks. It is a 7-step process that includes: 1) defining an unstructured situation, 2) creating a rich picture, 3) writing root definitions of relevant systems, 4) creating conceptual graphs, 5) iterating graphs to develop preliminary requirements, 6) reaching team agreement on requirements, and 7) translating requirements to information architecture. The methodology provides structure for clarifying vague requirements through a collaborative process focused on user goals.
This presentation is concerned with the development and evaluation of a redesign of the online and mobile app African Storybook initiative services that support the authoring and reading of openly licensed storybooks to support literacy development in Africa. The redesign makes use of a number of cultural-historical activity theory principles, including: object of activity, tool mediated and shared objects that are part of the third-generation activity system.
The document discusses various user interface design patterns used in popular mobile apps. It begins by defining what UI design patterns are and how they should be used. It then covers some key patterns including gestures, animations, smart keyboards, default values and autocomplete, immediate immersion, action bars, social login, and huge buttons. The document provides examples of popular apps that utilize each pattern and short descriptions of how the pattern solves common user problems.
Neil Perlin is an internationally recognized content consultant who helps clients create effective content across various mediums. The document discusses several predictions for the future of technical communication, including increased use of mobile-friendly responsive design, topic-based authoring, structured authoring using standardized styles, and analytics to track content usage. It also covers trends toward open web standards, cloud-based tools, and smaller chunks of reusable content.
This document discusses various user interface design patterns seen on popular websites. It begins by defining UI design patterns and how they should be used to solve common user problems rather than just copied. It then covers patterns related to responsive design for multiple devices, touch screen interactions, and various ways to get user input through forms, tagging, flagging content, and conversational interfaces.
Debating about design in the social media of business seems aimed at designing Design itself; but the results so far are not very persuasive. This is a significant knowledge management problem.
When designing an information system, its Information Architecture (IA) is very important.
Here we'll see the IA concept and one of the most valuable, useful and participatie tools: Card Sorting
UserTesting 2016 webinar: Research to inform product design in Agile environm...Steve Fadden
Â
Designing in agile environments demands many decisions be made in short periods of time. Informing these decisions with formative research enhances our understanding what weâre building, from the viability of concepts, to the effectiveness of designs, to the ultimate success of our solutions.
This document discusses various tips and lessons related to quilting. It provides examples of common injuries and frustrations experienced by quilters. It then offers advice from various sources on topics like understanding users, accurate measuring, teamwork, planning projects, design, and gratitude. The overall content emphasizes the importance of care, preparation, and drawing from others' experiences to improve quilting skills and results.
The document is a technology radar report from ThoughtWorks that discusses emerging technologies and trends. It covers topics such as continuous delivery, mobile applications, cloud computing, web development, agile analytics, and controversies in the industry. For each topic, it provides details on why the technology is important, how organizations can adopt it, example tools, and best practices.
Users First: An Introduction to Usability and User-Centered Design and Develo...Andrea L. Ames
Â
The document discusses user-centered design and usability. It introduces Andrea Ames and her background in technical communication and usability. The topics covered include the problems with unusable products, achieving usability through user-centered design and development processes, and characteristics of organizations that adopt usability practices. Analysis, design and validation are examined in detail along with roles, timing, techniques and outputs. Resources for further learning are also provided.
Interaction Design: Communicating Effectively Andrea L. Ames
Â
This document discusses interaction design and communicating effectively with users. It begins by introducing the speaker, Andrea L. Ames, and her background in technical communication. The document then outlines topics to be covered, including why interaction design is important, user-centered design principles, characteristics of good interaction, common interaction mechanisms, and things that can frustrate users. It concludes by discussing emerging web technologies like DHTML and Flash that can enhance interaction, and recommends areas for further skills development like usability testing and information architecture.
Strategic, Competitive Professional Development: An OverviewAndrea L. Ames
Â
Andrea L. Ames presented on strategies for professional development. She discussed developing personal management skills through emotional intelligence and habits. She emphasized developing strategic skills, managing your career like a business, and networking. Her presentation provided tips on developing knowledge and skills, articulating your value, and managing your career development over the long term.
This presentation will examine the purpose and application of information architecture for the so-called ânext generationâ of information tools, including blogs and wikis. We will introduce âneeds basedâ information architecture, the methodology used for organising and designing information-rich environments in a way that allows people to use them more easily. We will then look at how the best practice principles behind this approach apply equally well to emerging technologies.
Presented at Open Publish 2007, by Patrick Kennedy of Step Two Designs.
Interaction 09 Introduction to Interaction DesignDave Malouf
Â
The document summarizes an introductory workshop on interaction design. It discusses definitions of interaction design, its history and influences from other fields like user experience design and human-computer interaction. It also covers key topics in interaction design like sketching, storytelling, framing experiences, research, and the need for foundations in the discipline.
Presentation from WebDU 2008 in Sydney, where I attempt to give developers and designers some insight into what IA is and how it works, so they can integrate it into their own practices or just work more effectively with IA/UX practitioners
This document provides an overview of wireframing for product design. It discusses who uses wireframes, including designers, developers, product managers, and others. Wireframes are used to communicate the structure, content, hierarchy, functionality, and behavior of a product interface. The document then covers different styles of wireframing, from low to high fidelity. It also discusses tools for both non-digital and digital wireframing. The goal is to help readers better understand how to use wireframing in the product design and development process.
Interaction design involves designing interactive products and digital interfaces to support people's activities and needs. The goals of interaction design are to create usable, effective and enjoyable experiences for users by involving them in the design process. Key aspects of interaction design include understanding users, prototyping designs, evaluating usability throughout the process, and applying design principles such as visibility, feedback, consistency and mapping to create intuitive interfaces.
Slides from a training session introducing UX concepts to Business Analysts. This includes:
* An explanation of what User Experience involves
* How to include "contextual inquiry" into requirements gathering
* What "Information Architecture" is and how to manage findability and discoverability
* A brief introduction to Usability Testing
UXPA2019 How to (Build and) Test Conversational InterfacesUXPA International
Â
Speaking from experience, I can tell you itâs virtually impossible to test intent. By this, I mean that when you are building a mostly spoken UI, such as for an Alexa skill, it is imperative to test your conversations early and often, but the kicker is that it can be really difficult to do with more traditional user testing techniques. Can you set up remote user testing sessions when there is no tangible thing or site to interact with? How do you perform in-person tests that mimic the âreal experienceâ with lo-fi prototypes?
Having spent the better part of the last 2+ years researching, prototyping, testing, and building experiences for a multi-modal social robot and enterprise chatbots, I plan to share what worked well, including specific tools, techniques, and tips for success.
CORE: Cognitive Organization for Requirements ElicitationScott M. Confer
Â
The document describes the CORE methodology for requirements elicitation. CORE integrates conceptual graphing and soft systems inquiry frameworks. It is a 7-step process that includes: 1) defining an unstructured situation, 2) creating a rich picture, 3) writing root definitions of relevant systems, 4) creating conceptual graphs, 5) iterating graphs to develop preliminary requirements, 6) reaching team agreement on requirements, and 7) translating requirements to information architecture. The methodology provides structure for clarifying vague requirements through a collaborative process focused on user goals.
This presentation is concerned with the development and evaluation of a redesign of the online and mobile app African Storybook initiative services that support the authoring and reading of openly licensed storybooks to support literacy development in Africa. The redesign makes use of a number of cultural-historical activity theory principles, including: object of activity, tool mediated and shared objects that are part of the third-generation activity system.
The document discusses various user interface design patterns used in popular mobile apps. It begins by defining what UI design patterns are and how they should be used. It then covers some key patterns including gestures, animations, smart keyboards, default values and autocomplete, immediate immersion, action bars, social login, and huge buttons. The document provides examples of popular apps that utilize each pattern and short descriptions of how the pattern solves common user problems.
Neil Perlin is an internationally recognized content consultant who helps clients create effective content across various mediums. The document discusses several predictions for the future of technical communication, including increased use of mobile-friendly responsive design, topic-based authoring, structured authoring using standardized styles, and analytics to track content usage. It also covers trends toward open web standards, cloud-based tools, and smaller chunks of reusable content.
This document discusses various user interface design patterns seen on popular websites. It begins by defining UI design patterns and how they should be used to solve common user problems rather than just copied. It then covers patterns related to responsive design for multiple devices, touch screen interactions, and various ways to get user input through forms, tagging, flagging content, and conversational interfaces.
Debating about design in the social media of business seems aimed at designing Design itself; but the results so far are not very persuasive. This is a significant knowledge management problem.
When designing an information system, its Information Architecture (IA) is very important.
Here we'll see the IA concept and one of the most valuable, useful and participatie tools: Card Sorting
UserTesting 2016 webinar: Research to inform product design in Agile environm...Steve Fadden
Â
Designing in agile environments demands many decisions be made in short periods of time. Informing these decisions with formative research enhances our understanding what weâre building, from the viability of concepts, to the effectiveness of designs, to the ultimate success of our solutions.
This document discusses various tips and lessons related to quilting. It provides examples of common injuries and frustrations experienced by quilters. It then offers advice from various sources on topics like understanding users, accurate measuring, teamwork, planning projects, design, and gratitude. The overall content emphasizes the importance of care, preparation, and drawing from others' experiences to improve quilting skills and results.
The document is a technology radar report from ThoughtWorks that discusses emerging technologies and trends. It covers topics such as continuous delivery, mobile applications, cloud computing, web development, agile analytics, and controversies in the industry. For each topic, it provides details on why the technology is important, how organizations can adopt it, example tools, and best practices.
The committee leader has contacted the animal shelter to set up volunteer times on a Saturday or Sunday. A Facebook group has been made for an event planning committee. Ideas are being collected for speakers and topics for an upcoming CMHT event. Graduation cords are being purchased once an invoice is received. The "Friday Pride Day" event is planning a fashion show. Nominations are being requested for Eagle Awards. An opportunity to fundraise at Texas Motor Speedway in April was offered. The Orgsync page will feature events and updates. Teams are invited to register for the April 21-22 Relay for Life event. Homecoming activities coordination for CMHT was suggested. The next meeting is March 29, 2012.
Scrum is an agile framework that emphasizes incremental deliveries, quality of product, continuous improvement, and discovering people's potential. It uses empiricism, self-organization, prioritization, rhythm, and collaboration as foundations. The roles in Scrum include the Product Owner who manages the product vision and backlog, the ScrumMaster who facilitates the process and removes impediments, and the cross-functional self-organizing Team. Key practices are sprint planning, daily standups, taskboards, sprint reviews, and retrospectives.
Content Experience Modeling Handout #3: Design worksheetAndrea L. Ames
Â
This document outlines a workshop on content experience modeling. It presents a high-level design for considering content presentation, display, and navigation. The design addresses what content is presented, why the format and media are chosen, and where, when, and how users can search, browse, or be pushed content. For example, an in-app interactive overlay on first launch or via the settings menu could ensure users' success in getting started with a mobile app.
You Mean You Don't Have to Start Over Every Time?Andrea L. Ames
Â
Learning to work smarter, not harder, with content -- advice to marketing content folks from the technical content practice
Is your typical approach to new marketing project to start from scratch? Are you under the gun to do more and more with less time and fewer resources? And are you feeling the pain of that âstart from scratchâ process considering the current demands on you and your time? This is your invitation to get a peek into the technical content practitionerâs playbook and learn some post-sales content secrets to apply to your pre-sales content projects. You might think technical content folks are geeky recluses who transcribe dry specs and have nothing to share with marketing. This keynote will change your mind and open communication with those technical folks across the aisle.
Do you know how well your content is performing? Is it achieving the goals you set for it? If it is, do you know why? And even more importantly, if it isnât, do you know why not? It can be difficult to answer these questions. We know we want to measure something, but we might not know what to measure. We might not even be exactly sure how to articulate the answer we hope to get so that we can âask the right question.â
In this session, Andrea will describe a method for evaluating your problem space starting with the result you hope to achieve. Sheâll discuss the merits of this approach, how it will help you to determine what data you want to collect, and how to best collect and analyze the right data to determine the effectiveness of various kinds of content.
Content Experience Modeling: Designing Customer Value and ConsistencyAndrea L. Ames
Â
Full-day workshop presented at 2104 STC Summit
Are you working with many products, large content sets, many audiences, or broad business requirements? Are you finding it difficult to create a content experience to your customers that is consistent and enables logical, meaningful content access? And do you strive to deliver high value and delight? In addition, do you need to develop robust content experiences that stand the test of time, even if the visual presentation and templates must change with marketplace trends? Models enable you to design and implement a valuable experience for your customers, consistently, across products, authors, audiences, and time â even in a very large enterprise. In this workshop, weâll work through the modeling process, and you will leave with the hands-on experience of developing a use model, a content model, and an access model.
In this workshop, we will discuss why modeling is important and describe the process, including prerequisite input to ensure high-quality, valid models. Then we will walk through a concrete exercise to develop use, content, and access models for a fictional company, taking the business situation, audience, and likely product-use into account. Finally weâll discuss approaches for applying the models, and you will try your hand at implementing a release-specific architecture based on the models.
Handouts:
#1 Requirements worksheet: http://www.slideshare.net/aames/01requirements
#2 Scenario worksheet: http://www.slideshare.net/aames/02scenarios
#3 Design worksheet: http://www.slideshare.net/aames/03design
#4 Information Use Model worksheet: http://www.slideshare.net/aames/04info-usemodel
#5 Content Model worksheet: http://www.slideshare.net/aames/05content-model
#6 Access Model worksheet: http://www.slideshare.net/aames/06access-model
The existing WiFi business model was not working and needed to be transformed. O2 created a new "wholesale" WiFi model where they own the customer experience by providing WiFi access at venues through partner hotspots. This new model allows O2 to build end user and venue relationships, integrate retail solutions, and generate customer data insights to provide new value solutions beyond basic Internet access. Success will be defined by putting customers first and using WiFi to enhance rather than replace cellular networks.
Defining and Evaluating Success: Metrics and Metric Frameworks for Informatio...Andrea L. Ames
Â
Build a metrics framework to enable telling the right story to your stakeholders to demonstrate value for information architecture.
Updated for 6/27/2013 for STC Webinar.
Andrea Lames discusses power and influence. She explains that embracing one's innate power through confident body language and speech can help one feel and appear more powerful. This power then allows one to naturally influence others. However, true influence comes from developing skills like emotional intelligence, building trust through exemplary leadership practices, and using power responsibly and for the benefit of others rather than personal gain.
Modeling Information Experiences: A Recipe for Consistent ArchitectureAndrea L. Ames
Â
(Join me and Alyson Riley on Thursday, October 3, 2013, 4:00 PM to 5:00 PM Eastern Time for this STC Web seminar!) Need to deliver a consistent information experience across a broad set of content, audiences, or business requirements? Learn how user-centered experience modeling can help you deliver world-class information architecture. Explore examples from IBM's work with abstract models and discover methods for using experience models at the team and enterprise level.
Applying Systems Thinking to Solve Wicked Problems in Software EngineeringMajed Ayyad
Â
Software systems are essentially socio-technical systems
and they are not isolated from other systems engineering processes. Unconsciously or by intention, we implement systems thinking in multi-agent systems, microservices, DevOps, distributed systems, API-led integrations and lean based software development life cycles. However, the concrete relationship between systems thinking and software engineering is still a green area and barely highlighted as a common practice among software engineers. In this presentation, we will
elaborate how systems thinking helps us to understand the socio-technical aspects of software engineering. We will discuss why systems thinking is important in the field of software engineering, provide examples where it is currently used and show the general areas where systems thinking applies to tackle complex software problems
This class discusses applying permaculture design principles to practice. It acknowledges that while design is easy with a clear understanding of principles, integrating principles is more difficult. The class aims to explore principles in more depth through examples to facilitate better understanding and ability to apply them.
What if the reason everyone seems so anti-LMS is that they are not structured correctly? LMS design, as one large single system, is setup to fail the OER community. MOOCs are at least a push in the right direction, but their frameworks are often closed, discouraging open development. If we had truly open, community driven platform for the creation of educational resources, we might see more truly OER materials being created.
This is the position ELMS Learning Network (ELMSLN) takes in its approach to edtech design. ELMSLN takes the major functionality of an LMS and spreads it out across a suite of open source tools. The experience is glued together by single-sign-on technologies like LTI to enable the best system selection for the job without sacrificing user experience.
These tools a built on a framework that includes other open systems such as Drupal and Piwik. Piwik allows for a Google analytics style framework but open source and data is hosted with whoever is utilizing it. This can used both for tracking and general data about students, or for statistical analysis of how effective OER are in reaching different global audiences.
Drupal 7, is a highly flexible yet complex CMS used to power high scale development projects. While Drupal is traditionally difficult to work with, ELMSLN packages it up in such a way that's easy both for code developers and content authors to understand. What it brings with it is a community of experts authoring functionality that can all be utilized to deliver courses and OER. The best part is that by aligning with this community, ELMSLN has access to the knowledge and expertise of thousands of contributed modules and highly trained developers who don't need to have any understanding of edtech in order to help improve it!
ELMSLN also comes packaged with support for LTI 1.0 provider capabilities for integration with current LMS offerings. This enables faculty at existing universities and colleges to keep their materials outside the LMS, yet still securely pass their traditional students through to their content seamlessly. ELMSLN's networked approach to edtech development, can allow OER material to reside in one toolset (out in the open) without fear of opening oneself up to PII or FERPA violations.
Part of the resistance to OER production is the technical and privacy barriers to participation, which are at the heart of how ELMSLN has been constructed. Attendees will walk away with a sense of the transformative nature of Drupal, who's using ELMSLN and how to get involved.
Conference Room Prototype â a low cost, high value approach to selecting the ...Mekon Ltd.
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How can you best evaluate a solution before making the big investment? Over several years Mekon has worked with many companies, from medical and semi-conductor manufacturers to software and professional publishers, helping them to select a technology solution fit for purpose. Gathering requirements and choosing the right tools is often more difficult than many companies expect. Use cases and non-functional requirements that accurately reflect what you need are crucial to the success of any IT project, yet evidence suggests typical use cases and requirements are too loose and high level to really do the job.
This presentation will:
* Explain methods that Mekon has developed.
* Evaluate customer experience in conducting the Conference Room Prototype (CRP).
* Outline what metrics can be used to evaluate the tools and what surprises you may encounter.
This document discusses the role of architects in capability-based planning for the Department of Defense (DoD). It notes that DoD's capability value chain is missing a link between capability planning and development. The architect's role is to fill this gap by developing an architecture specification and engineerable requirements that can translate capability needs into systems that deliver capabilities. The document contrasts this role with platform-based planning of the past, where requirements and development focused more on individual platforms.
Optimizing Organizational Knowledge With Project Cortex & The Microsoft Digit...Richard Harbridge
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Today, organizations can go beyond the intranet and connect people to interactive expertise within the organization and personalized insight through an integrated suite of Microsoft 365 applications.
Based on significant improvements in artificial intelligence (AI), real behavior-based data based on the Microsoft Graph and Azure innovation such as improved language understanding, organizations today can provide contextual and dynamic topic cards, expertise mapping, pages, topic centers, and more. Powered by image tagging, form processing, document understanding, and machine teaching; organization content and documents are optimized for better compliance, processing, and discovery.
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Join LiveTiles, along with Richard Harbridge, a Microsoft MVP and internationally recognized expert on Microsoft 365 and the Digital Workplace, who will share:
Best practices on modern knowledge management
How the continued innovation from Microsoft can be best reconciled with enterprise intranet and digital workplace needs
Best Practices in Process Automation - Chapter 1Bonitasoft
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Have you started a digital transformation project, or are you thinking about it?
Whether or not you have experience in IT project management, this webinar series is for you.
Generally, deploying an enterprise-level, digital transformation project can seem to be quite complex. Thereâs a need for business teams and IT teams to collaborate, the need to have a much broader vision than just individual application development projects.
How to make the best choices for overall project and development methodologies, use best practices, follow the right steps?
In this webinar on Best Practices for management and development methodologies for projects using a digital process automation platform, we will first address the project approach as a whole.
Know more looking at our ressouces (on-demand, videos...): https://www.bonitasoft.com
This use case showcases how Machine Learning can help you understand your customers to better develop personalized relationships. The lecturer is Arturo Moreno, Associate Professor at ICADE Business School, and a technology entrepreneur, investor, and innovative leader working on the intersection of venture capital and Machine Learning.
*Machine Learning School for Business Schools 2021: Virtual Conference.
[Webinar Slides] Realizing the True Value of ECM with IntegrationAIIM International
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ECM should not be a stand alone system. Its true value is realized when it is integrated with your other enterprise systems such as CRM or ERP. Doing so will allow you to comprehensively manage your document-driven processes, improve productivity, and enhance governance.
The document discusses improving an ECM (Enterprise Content Management) implementation through conducting a 2-day health check. It would involve stakeholder interviews, an online user survey, and producing a report with recommendations based on benchmarking the current implementation against other organizations. The health check identifies common issues organizations face with ECM/SharePoint implementations and ways to assess how well the current system meets criteria like usability, information architecture, and user needs. The end goal is to gather user feedback and provide actionable recommendations to optimize the ECM solution.
1. The document discusses using measurable metrics to prove the business case for knowledge management and integrating it into business processes.
2. It proposes using metrics like reuse of information and hours saved by reuse to measure the results and ROI of a knowledge management system.
3. The document also discusses building communities using a standardized framework and social networking technologies, and measuring the value these provide to users and businesses.
Questions On Technical Design DecisionsRikki Wright
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The document discusses technical design decisions made by software engineers to achieve requirements, such as choosing development processes and technologies. It also defines the breadth and depth issues in software complexity, where breadth addresses major functions and interfaces, and depth addresses relationships and linkages among items. Finally, it provides an overview of how to increase employee productivity through implementing new technologies and overcoming challenges like fear of change.
Addressing learning gaps and career oppurtunities after B.Sc computer sciencesandhya12bansal
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Addressees the learning gaps i.e why after graduation in B.Sc computer science student is still unemployed. PPts discusses various examples for learning methods. The second part of the presentation discusses the various opportunities after B.Sc in Computer science
The content engineering function is now critical to successful Customer Experience Management. Content engineering plays a central role in delivering relevant and accurate content designed to deliver personalized experiences across multiple channels, at every touch point across the brand. Content Engineering bridges business strategy and content strategy with design and implementation. Missing any part of the continuum introduces unsustainable project risk for CEM initiatives.
This talk challenges marketers, technologists and content creators to rethink the way they create, manage, and deliver content experiences.
This presentation was given at Information Development World on October 2, 2015.
META for Microservices: Getting your enterprise migration in motionMatt McLarty
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The document discusses an approach called META (Microservice-based Enterprise Transformation Approach) for digital transformations using microservices. META consists of five design disciplines - Program Design, System Design, Service Design, Foundation Design, and Practice Design. These disciplines provide a comprehensive approach to changing how an enterprise builds and maintains distributed systems in a way that addresses complexity. The document outlines the goals and processes within each design discipline at a high level to give an overview of the META approach.
A New World of Work - Join the ConversationEd Koch
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The document discusses how automation is impacting industrial work and shaping the future of work. It begins by providing historical context on how muscles have been replaced by machines over the last 200 years through various industrial revolutions. Most recently, minds are also starting to be replaced through advances in artificial intelligence. While machines are replacing both blue and white collar jobs, the human side of change is often missing from discussions. The document aims to examine these challenges and explore ideas to define the future of industrial work.
Are You an Accidental or Intentional Architect?iasaglobal
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The first step in preparing for capability on demand is to set up for capacity on demand, but this can only occur after a CIO gets the IT house in order operationally. An IT organization that cannot manage operations effectively because it lacks understanding of costs relating to business performance and outcomes will have trouble evaluating the price-for-performance trade-offs offered by external suppliers.
This document discusses principles for designing global data warehouse architectures to support enterprise business intelligence applications.
It notes common challenges in accessing isolated enterprise data stores due to business, legal, technical and other obstacles. It provides tips for overcoming these, including establishing strong executive sponsorship, understanding the data, and standardizing data models.
The article also discusses the importance of data usability and consolidating source data into readable dimensional models to enable self-service BI. Semantic layers can help integrate disparate data models and technologies. Overall it emphasizes the need for a holistic approach to enterprise data and analytics.
Similar to Content Experience Leadership: Transforming Your Organization for Content Excellence (20)
Developing Your Organizational Power and InfuenceAndrea L. Ames
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One pain point continually rises to the top of my clientsâ and colleaguesâ list of challenges. Itâs voiced in various ways, using many different words, but it always boils down to the same thing:
How do I get the
< recognition | promotion | respect | resources (tools, people, money, time) | appreciation | your favorite thing here >
that I/my team
< deserve | need | want >?
It pulls our attention, time, and energy away from our real work: Making our companies and our customers wildly successful!
Well, what if it wasnât true? What if it was simple? What if you have the agency to get everything that you and your team truly need? What if you could just be and succeed most of the time by practicing a handful of fundamental habits?
Thatâs my story, and Iâm sticking to it. Join me for a quick tour of the habits on which I, my corporate client teams, and my individual coaching students build our power and influence â both as individuals and organizations â an overview of my formula for adopting and integrating them for yourself.
A full-day, experiential tour of several techniques used in Design Thinking. Using one or more sample problems, workshop participants will work together to develop solutions following a Design Thinking framework. Because weâll be face-to-face, weâll go low-tech and focus on the framework and techniques using flip-chart paper and stickie notes. Andrea will also discuss how to get the most from the process across geographically distributed teams using online tools.
Design Thinking Workshop - LavaCon 2018 New OrleansAndrea L. Ames
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A half-day, experiential tour of several techniques used in Design Thinking. Using one or more sample problems, workshop participants will work together to develop solutions following a Design Thinking framework. Because weâll be face-to-face, weâll go low-tech and focus on the framework and techniques using flip-chart paper and stickie notes. Andrea will also discuss how to get the most from the process across geographically distributed teams using online tools.
[Mini-Workshop] Content Architecture: Where Humans and Machines AgreeAndrea L. Ames
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Andrea's Information Development World mini-workshop
http://informationdevelopmentworld.com/speakers/andrea-ames/
Handout: https://www.slideshare.net/aames/handout-for-miniworkshop-content-architecture-where-humans-and-machines-agree
If thereâs one thing about content on which humans and machines can agree, itâs consistency â particularly architectural consistency. Often the format, markup language, or content management approach that you use is far less relevant than the output of the contentâthe deliverables, themselvesâin the success of content for both humans and machines. This is somewhat controversial, as much of the discussion of âstructured contentâ dives directly to the underlying formatâeven though the architecture and design of the resulting experience and content within that experience should be driving those more technical decisions.
Arguably, the most critical aspect of structured contentââthe architectureââdrives the success of the content for people and machines. The pitfalls of leaping directly into a technology discussionâabout XML, content management systems, etc.âvs. spending the right time and focus on design can often lead to significantly less successful content, rework, and additional cost.
Attend this mini-workshop with Andrea Ames to better understand content modeling at the deliverable and experience levelânot at the individual article or topic level. Youâll learn about an approach for accomplishing great content architecture (one that can save time, reduce costs, and help you use your limited resources wisely). And, youâll discover the steps youâll need to follow in order to successfully createâand validateâyour own content modeling approach.
[Handout for Mini-Workshop] Content Architecture: Where Humans and Machines A...Andrea L. Ames
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Handout to accompany Andrea's Information Development World mini-workshop
mini-workshop slides: https://www.slideshare.net/aames/miniworkshop-content-architecture-where-humans-and-machines-agree
http://informationdevelopmentworld.com/speakers/andrea-ames/
[Keynote] Human vs Machine: Conflict or Collaboration?Andrea L. Ames
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Andrea's Information Development World 2017 keynote
Unless you have been vacationing on Mars for the past couple of years, you know that AI, machine learning, and cognitive computing are the hottest things in digital experience since HTML 1.0. And as a savvy content professional, you know that 80-90% of the digital experience is content. Content is the conversation we have with our prospects and our customers. Content carries the client relationship into the digital realm.
So how does content fare in this new, smarter digital space? What impact does machine-based experience have on the content that we create and the content experiences we want our customers to have? Must we learn an entirely new way of doing things? Or is the Machine Age just forcing us to adopt content-creation approaches that we should have been using all along? Is the development of human-readable content in conflict with the processes and designs we must follow to create good machine-processable content? Or is the content more similar than not?
In this opening keynote address, content experience strategist, Andrea Ames, will discuss the importance of making our content both human-readable and machine-processable. Youâll discover how doing so can help you ensure you are providing the best content experiences possible.
Andrea's half-day LavaCon 2017, Portland, OR, workshop
Youâve likely heard of Design Thinking, but did you know that itâs not specifically and only about âdesignâ as we typically think of design â industrial, interaction, or visual design of products? Design Thinking is a methodology for problem solving, and weâve all got challenges and issues we need to address every day! In fact, Design Thinking is becoming more and more common as a general business practice. And itâs great for working through content challenges!
Join Andrea for a half-day, experiential tour of several techniques used in Design Thinking. Using one or more sample problems, workshop participants will work together to develop solutions following a Design Thinking framework. Because weâll be face-to-face, weâll go low-tech and focus on the framework and techniques using flip-chart paper and stickie notes. Andrea will also discuss how to get the most from the process across geographically distributed teams using online tools.
Managing Stakeholders Across the Content Ecosystem: The Key to Implementing a...Andrea L. Ames
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Andrea's LavaCon 2017, Portland, OR, presentation
Trying to implement an content strategy that supports your customers across their entire journeyâor even just sell the idea to decision makers? Having problems getting it to fly? More than any other single aspect, stakeholder management is critical to getting support for and implementing a unified content strategy (or ANY project, for that matter). You need to understand THEIR needs and ensure that youâre communicating continually to quiet objections and move your project forward. And itâs not always easyâespecially when youâre leading initiatives across silos and teams with no direct authority. Influencing those stakeholders is key!
In this session, Andrea will discuss the success factors to aim for, and the behaviors that can trip you up, when managing stakeholders to successfully support your clients, solve business problems, and drive revenue and customer loyalty!
Structured Content ... Sexy? Strategic? Or Both?Andrea L. Ames
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Andrea's presentation at Adobe DITA World 2017
It might be hard to believe, but Structured Content has been around for decades. FrameBuilder (an early version of FrameMaker with structured content support) made its debut in the early 1990s. Through the rise of modern tools, like FrameMaker 2017, and technologies, like DITA, structured content has become much easier to author, and thus more popular.
But is structured content important? Or is it just another (albeit long-lived) trend? Given structured content's long reign, isnât it time for a new strategy to overthrow the throne? For now, at least, the answer is âno.â
If there is a holy grail of content, most experts would probably agree itâs structure. Why? Because structure provides so many benefits, in so many different ways â to authors and authoring, to the content experience, enabling achieving business goals. And the list goes on.
In her presentation, Andrea will discuss the business, user experience, and organizational impact of structured content â all of the aspects that make structured content strategic. And then sheâll try to convince you that structured content is sexy, too!
Influencing Up through Personal LeadershipAndrea L. Ames
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Andrea's presentation at CIDM Best Practices 2017
Whether you are a manager or an individual contributor who is leading an information initiative, project, or team, you are likely answering to someone for your resources and approval for the focus of your efforts. Most often, that someone is a busy manager or executive with broad areas of responsibility and concern. In her world, you are one of 10, 25, or even 50 individual initiatives. So how do you get your team, your project, or even your career development or advancement on her radar â AND get her approval, funding, or other support?
There is an art to âmanaging up,â and everyone, at every level, should learn how to do it and practice it! You can become an influence ninja by focusing on only what you can personally control! Join Andrea as she shares the key, actionable tips, tricks, and tools that have brought her the best success in influencing up. (First tip: All of her tips apply to influencing in ANY direction!)
Participants will get an overview of influencing, the key building blocks of personal leadership that provide the platform for true influence, and tips for how to influence anyone, at any level, no matter how much positional power they have.
Post-Sales Content and the Future of MarketingAndrea L. Ames
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The document discusses post-sales content and its importance in marketing. It begins with an agenda and poll about why companies are not using post-sales content. It then provides content facts and statistics about its effectiveness. It discusses the need for an end-to-end content strategy across departments and the customer journey. Challenges with post-sales content include silos between teams and lack of management support. The key is to designate someone to oversee the strategy, communicate it clearly, measure results, and get buy-in from stakeholders. More information is offered to those interested.
Modeling the Content Experience: Delivering the Right Content, to the Right P...Andrea L. Ames
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Presentation by Andrea Ames (@aames) from STC Summit 2017 (#stc17): https://summit.stc.org/schedule/
Do you work in a multi-product environment and struggle to keep content experiences consistent and delightful for your customers across the enterprise? Do you feel that your style and design guidance is necessary, but not sufficient, to address the task of ensuring your content is delivered to the right person, in the right place, and at the right time? If so, join Andrea for this deep-dive into modeling the content experience. You will dive into a real-world example and work in a group to follow Andrea's process for creating the framework of several models. You will complete enough of each model to continue the process back on the job, and you will take away actionable advice, tips, and tricks to make the work as efficient and successful as possible. Bring your questions and plan to get your hands dirty and have fun!
In this hands-on workshop, you will learn
- What content experience modeling is and how it differs from content or topic modeling
- How modeling benefits your customer experience
- What some typical models are and how to identify the right models for you
- How to design, develop, and validate models
- How to enable the content designers and developers on your team to apply those models
Closing the Gap Without Falling Into It: Creating an Ecosystem to Unify Conte...Andrea L. Ames
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Presentation by Andrea Ames (@aames) from Intelligent Content Conference 2017 (#intelcontent): http://www.intelligentcontentconference.com/sessions/setting-up-an-roi-process-around-content/
Are you a Marketer thinking post-sales content has only a niche role to play in marketing? If youâd like to increase post-sales content in the pre-sales phases of the client journey, do you have resources â time, money, or people â to do so?
Are you a post-sales content professional who has been told âeverybody sells?â Have you been asked to demonstrate how your work contributes to revenue generation and customer loyalty?
If this sounds familiar, join Andrea to discuss how a content strategy that is unified across the entire client journey â from discovery to advocacy â and the right ecosystem (team, culture, etc.) can help you address these truths. In this session, you will learn:
Key components of a unified content strategy to deliver successful content across the client journey
Content ecosystem prerequisites for successfully creating and implementing that unified strategy
How people and culture (organization, roles, incentives, performance measures) can drive your strategy â or send it over a cliff!
Design: Prereq to Tech! Deliver the right content using design thinkingAndrea L. Ames
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Presentation by Andrea Ames (@aames) from CMS/DITA North America 2017 (#cmsconference): https://cm-strategies.com/2017-cms-conference/agenda-day-3-2/ames/
Before you DITA, know your users, their goals, and the content that they need. Then design an experience that delivers the right content at the right time, and leverage the capabilities of DITA to implement that experience. Easy to sayâŚnot always easy to do. Enter Design Thinking! The Design Thinking approach provides a collaborative framework for thinking about a problem space and gives you the methods to take action. And itâs FUN!
This presentation describes the basics of the Design Thinking problem-solving framework, how to apply it to a content challenge, and how it can be used to generate ideas and requirements.
Content Experience Modeling Handout #6: Access Model worksheetAndrea L. Ames
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This document discusses content modeling and access methods for installation information. The primary access method is searching or browsing an online library. Required elements for describing installation information include system requirements, installation steps. Optional elements include prerequisites for installation and post-installation configuration details. The content is to be organized with standard navigation guidelines and may also be accessed through files on media or links from an installation wizard.
Content Experience Modeling Handout #2: Scenario worksheetAndrea L. Ames
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Joe receives a notification that his checking account balance is low. He opens his bank's mobile app on his phone to transfer money from his savings account to his checking account. Joe logs in, checks his balance, selects to transfer from savings to checking, enters a $250 transfer amount, and taps transfer to ensure all upcoming payments are covered while banking remotely.
Content Experience Modeling Handout #1: Requirements worksheetAndrea L. Ames
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STC members Alyson and Andrea have trouble focusing on tasks when they enjoy making charts too much, which happens frequently. They want to learn content experience modeling techniques to help them better structure their work while still having fun creating visuals.
Content Experience Modeling Handout #5: Content Model worksheetAndrea L. Ames
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The document outlines required and optional elements for including in content about installing an application. Required elements for installation information include describing the necessary system requirements and installation steps. Optional elements that could also be included are prerequisites for installation and any post-installation configuration needed before running the app.
Ganpati Kumar Choudhary Indian Ethos PPT.pptx, The Dilemma of Green Energy Corporation
Green Energy Corporation, a leading renewable energy company, faces a dilemma: balancing profitability and sustainability. Pressure to scale rapidly has led to ethical concerns, as the company's commitment to sustainable practices is tested by the need to satisfy shareholders and maintain a competitive edge.
Public Speaking Tips to Help You Be A Strong Leader.pdfPinta Partners
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In the realm of effective leadership, a multitude of skills come into play, but one stands out as both crucial and challenging: public speaking.
Public speaking transcends mere eloquence; it serves as the medium through which leaders articulate their vision, inspire action, and foster engagement. For leaders, refining public speaking skills is essential, elevating their ability to influence, persuade, and lead with resolute conviction. Here are some key tips to consider: https://joellandau.com/the-public-speaking-tips-to-help-you-be-a-stronger-leader/
Make it or Break it - Insights for achieving Product-market fit .pdfResonate Digital
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This presentation was used in talks in various startup and SMB events, focusing on achieving product-market fit by prioritizing customer needs over your solution. It stresses the importance of engaging with your target audience directly. It also provides techniques for interviewing customers, leveraging Jobs To Be Done for insights, and refining product positioning and features to drive customer adoption.
Colby Hobson: Residential Construction Leader Building a Solid Reputation Thr...dsnow9802
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Colby Hobson stands out as a dynamic leader in the residential construction industry. With a solid reputation built on his exceptional communication and presentation skills, Colby has proven himself to be an excellent team player, fostering a collaborative and efficient work environment.
Enriching engagement with ethical review processesstrikingabalance
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New ethics review processes at the University of Bath. Presented at the 8th World Conference on Research Integrity by Filipa Vance, Head of Research Governance and Compliance at the University of Bath. June 2024, Athens
12 steps to transform your organization into the agile org you deservePierre E. NEIS
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During an organizational transformation, the shift is from the previous state to an improved one. In the realm of agility, I emphasize the significance of identifying polarities. This approach helps establish a clear understanding of your objectives. I have outlined 12 incremental actions to delineate your organizational strategy.
A presentation on mastering key management concepts across projects, products, programs, and portfolios. Whether you're an aspiring manager or looking to enhance your skills, this session will provide you with the knowledge and tools to succeed in various management roles. Learn about the distinct lifecycles, methodologies, and essential skillsets needed to thrive in today's dynamic business environment.
Employment PracticesRegulation and Multinational CorporationsRoopaTemkar
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Employment PracticesRegulation and Multinational Corporations
Strategic decision making within MNCs constrained or determined by the implementation of laws and codes of practice and by pressure from political actors. Managers in MNCs have to make choices that are shaped by gvmt. intervention and the local economy.
Sethurathnam Ravi: A Legacy in Finance and LeadershipAnjana Josie
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Sethurathnam Ravi, also known as S Ravi, is a distinguished Chartered Accountant and former Chairman of the Bombay Stock Exchange (BSE). As the Founder and Managing Partner of Ravi Rajan & Co. LLP, he has made significant contributions to the fields of finance, banking, and corporate governance. His extensive career includes directorships in over 45 major organizations, including LIC, BHEL, and ONGC. With a passion for financial consulting and social issues, S Ravi continues to influence the industry and inspire future leaders.
Integrity in leadership builds trust by ensuring consistency between words an...Ram V Chary
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Integrity in leadership builds trust by ensuring consistency between words and actions, making leaders reliable and credible. It also ensures ethical decision-making, which fosters a positive organizational culture and promotes long-term success. #RamVChary
Credit-Management seminar for cooperative power point presentation
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Content Experience Leadership: Transforming Your Organization for Content Excellence
1. IBM Client Technical Content Experience (CTCX)
Š IBM Corporation 2014. All Rights Reserved.@aames #tcuk15
Content Experience Leadership:
Transforming Your Organization
for Content Excellence
Andrea L. Ames (@aames)
IBM Senior Technical Staff Member
IBM Enterprise Content Experience Strategist/Architect/Designer
29 September 015
2. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk152
Todayâs agenda
Part 1: Metaworkshop
Introduction and level setting
Part 2: Key success factor #1
Process and methods
â Break (15 min) â
Part 3: Key success factor #2
Measurement
Part 4: Key success factor #3
Stakeholder management and communication
Part 5: Wrap up
Burning questions addressed?
4. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk154
Acknowledging Alyson Riley, my former IBM
content strategy cohort in crime
Original incarnation of the predecessor to this workshop
and its content was a labor of love
Co-created by me and Alyson
Co-taught by me and Alyson twice
Alyson designed the chart template and most of the
graphical charts
Although Alyson has moved on
from IBM to The Mayo Clinic,
she is clearly with us in sprit
through this material ď
All material is used with her
knowledge and consent
5. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk155
About Andrea (@aames)
Technical communicator since 1983
Areas of expertise:
Content experience design: strategy, architecture, and interaction design
Architecture, design, and development of product-embedded assistance
Content and product usability
User-centered process for content development and experience design
Senior Technical Staff Member on corporate Enterprise Content team,
IBM CIO
University of CA Extension program chair and master instructor
STC Fellow, past president, former member of Board of Directors, and
Intercom columnist (with Alyson Riley) of The Strategic IA
ACM Distinguished Engineer
6. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk156
Setting the scene for the workshop
Learning experientially, through discussion, interaction
Focus is on the ecosystem and soft skills
Goal is to gain specific, actionable ideas that will enable you to create
and drive that ecosystem, not the acts of creating a specific strategy
document or plan
7. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk157
Success factorsâMINE!
Understand what a âcontent strategy ecosystemâ is
Identify the key components of the ecosystem
Identify the potential weak points in your ecosystem
Take away some actionable approaches for maturing your ecosystem
Have fun!
8. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk158
Burning questionsâYOURS!
What is the one burning question
youâd like this workshop session to answer?
9. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk159
Metaworkshop:
Context and level-setting
Organization considerations
Systems thinking
Content ecosystem
Content experience
10. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1510
A little context-settingâŚ
Where do you live in this picture?
11. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1511
Systems thinking, part 1
from wikipedia (of course ;)
The process of understanding how things, regarded as systems,
influence one another within a whole
An approach to problem solving
Viewing âproblemsâ as parts of an overall system, rather than reacting to
specific part, outcomes or events, and potentially contributing to further
development of unintended consequences
A set of habits or practices within a framework that is based on the belief
that the component parts of a system can best be understood in the
context of relationships with each other and with other systems, rather
than in isolation
Focuses on cyclical rather than linear cause and effect
12. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1512
Systems thinking, part 2
from wikipedia (of course ;)
And most importantly for our purposesâŚ
Attempts to illustrate how small, catalytic events
that are separated by distance and time
can cause significant changes in complex systems
Acknowledges that
an improvement in one area
can adversely affect another area
Promotes organizational communication
at all levels
to avoid the silo effect
13. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1513
The Iceberg Model
Summarized from It's All Connected: A Comprehensive Guide to Global Issues and Sustainable Solutions, Benjamin Wheeler, Gilda Wheeler and
Wendy Church. www.facingthefuture.org
Trends/patterns of behavior
(anticipate) Whatâs been happening?
Systemic structure
(design) What is contributing to the patterns?
Events
(react)
What happened?
Increasing
leverage
Mental models
(transform) What keeps these patterns going?
14. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1514
Peopleâthe âlivingâ
organisms
Roles
Power structures and
politics, governance
Culture and community
What is a âcontent ecosystem?â
Productsâoutputs of the
interaction within the
system
Content
Packaging
Artifacts
Tools and technology
Living and nonliving components
Interacting
Resulting in content ecosystem
Processesâthe non-living
components
Models, metrics, best
practices
Interdependencies
Communication
15. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1515
What is a âcontent experience?â
Content
Presentation
Delivery
Navigation
User
⢠Message
⢠Motivation
⢠Form/format
⢠Layout
⢠Where
⢠When
⢠Organization
⢠Structure
⢠Perceptions
⢠Judgments
16. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1516
To users, often experienced more like thisâŚ
Content
Presentation
Delivery
Navigation
User
Content
Presentation
Delivery
Navigation
User
Content
Presentation
Delivery
Navigation
User
Content
Presentation
Delivery
Navigation
User
Content
Presentation
Delivery
Navigation
User
Content
Presentation
Delivery
Navigation
User
www.alapilar.com
18. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1518
Design Thinking: What is it? (wikipedia)
A formal method for practical, creative resolution of problems and
creation of solutions, with the intent of an improved future result
A form of solution-based, or solution-focused thinking â starting with a
goal (a better future situation) instead of solving a specific problem
By considering both present and future conditions and parameters of
the problem, alternative solutions may be explored simultaneously
Itâs NOT just for âdesignersâ
19. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1519
A bit of history
In science⌠Herbert A. Simon, 1969, The Sciences of the Artificial
In engineering⌠Robert McKim, 1973, Experiences in Visual Thinking
Teaching⌠Stanford University, 1980s and 1990s
In business⌠David M. Kelley, founded IDEO 1991
20. IBM Enterprise Content Strategy & Content Experience
@aames #tcuk1520
The framework (âprocessâ)
from http://dschool.stanford.edu
Empathize
Define
Ideate
Prototype
Test
Who is
my user?
What are
their
needs?
What are
some
possible
solutions?
How can I
best
communicate
possible
solutions to
potential
users?
What
worked
and what
didnât?
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Key: Solution-based thinking
Divergent
Convergent
An exampleâŚ
Design a vase.
Design a better way for people
to enjoy flowers.
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A few useful methods
from http://dschool.stanford.edu/use-our-methods/
Empathize
Define
Ideate
Prototype
Test
Empathy
mapping
Journey
map
What, how,
why?
Brainstorm
Powers of
ten
Prototype for
empathy
Prototype to
test
Usability
testing
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1. Analyze business data
2. Analyze client data
3. Analyze current content ecosystem
4. Analyze history
5. Analyze the political landscape
Assess your baseline âthe state of things today?
Define success
Measure what you defined
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Assess your baseline
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1. Before you begin
2. Analyze content
3. Analyze âpackagingâ
4. Analyze people
5. Analyze processes
3
Analyzing the current content ecosystem
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Analyzing the content ecosystem
Step 1: Before you begin, part 1
To learn about the ecosystem as a whole, you need to build and leverage a
network that includes subject matter experts from every facet and entity that
participates in the content ecosystemâyou need their expertise both to gather
and interpret data
Wherever possible, use metrics to distinguish opinion from factâbut donât try to
interpret the data you collect without othersâ insights and experience
Like any ecosystem, the content
ecosystem is comprised of
interdependent elements
While itâs tempting to focus solely on the
content facet of the ecosystem, you must
see the system
To gain a nuanced and true
understanding of how the ecosystem
works (and where youâve got work to do),
you need to analyze each element and
how the system functions as a whole
z
content process
peoplepackaging
28. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystem
Step 1: Before you begin, part 2
Your systems thinking skills are
really getting a workout!
Another system impacts the
content ecosystem: the
product lifecycle
When assessing your content
ecosystem, view it as the
client/buyer/user sees it: an
interconnected series of product
interactions facilitated by
content
Interpret the effectiveness of
your content ecosystem by
asking:
How well does the ecosystem
function in and between each
phase of the product lifecycle?
A generalized view of
IBMâs product lifecycle
29. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystem
Step 1: Before you begin, part 3
material
objects, actionsâ
owned, controlled, repeatable
commodities made of scarce resources
immaterial
knowledge, competencies, emotionsâ
not owned, boxed, or controlled
available in abundance
*Adapted from Miikka Leiononenâs âMelt,â here
*
Effective content ecosystems
generate profit for the business
and value for the client:
In the knowledge economy,
profit is created by âstuffâ
but value is created by content:
new economy
old economy
Remember what the content ecosystem is forâŚ
Company-
generated
information
30. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystem
Step 1: Before you begin, part 4
A word about assessing a content ecosystemâŚ
When you analyze the content ecosystem, you look at:
Content
Packaging
People
Processes
When you measure the content ecosystem, make sure you
identify or define measurements for:
Content
Packaging
People
Processes
Only measuring content will not give you a complete
assessment of the effectiveness of the ecosystem
Think about:
Metrics for external effectiveness
Metrics for internal efficiency
31. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystem
Step 2: Analyze content, part 1
To assess content health, do a heuristic evaluation:
How well does the content meet client/buyer/user needs?
Go back to your client dataâare the high-priority client business goals, scenarios,
and tasks thoroughly covered?
Can you easily see the value propositions for the product in the content ecosystem?
Is the content client-centered, task-focused, and high-value?
How thoroughly does the content cover the full product lifecycle?
Are there gaps or disconnects between the phases of the product lifecycle?
Are there content redundancies or inconsistencies that could derail or confuse a
client?
Does the content enable client success in the typical tasks within each phase?
How well does the content address typical client content needs?
How well does the current information experience address product content such as
up-and-running, getting started, preventing or recovering from errors, and so on?
Does the information experience include embedded assistance where appropriate?
32. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystem
Step 2: Analyze content, part 2
ContinuedâŚ
How well does the content address typical information-seeking behaviors?
Starting: identifying relevant sources of interest.
Chaining: following and connecting new leads found in an initial content source.
Browsing: scanning contents of identified sources for subject affinity.
Monitoring: staying informed about developments in a particular subject area.
Differentiating: filtering and assessing content sources for usefulness.
Extracting: working through a source to find content of interest.
How well does the content contribute to a delightful client experience?
Is the information experience elegant in its presentation, visual design, etc.?
Are there opportunities to simplify or innovate?
Are there opportunities to improve the information experience, such as:
Improvements to the product that result in a need for less content?
Tighter integration between interaction (UI) and information?
Simplified information architectureâfewer sources, fewer pages, designed paths?
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Analyzing the content ecosystemâStep 2: Analyze content
What is high-value content?
As you analyze today-state content, spot the high-value contentâtrack
it, measure it, note its impact on the information experience
High-value content is content that:
Speaks directly to client/buyer/user business goals
Includes only the tasks necessary to achieve those goals
Aids the client in making decisions or applying concepts in their own
situations
Is technically rich in the sense that it includes validated real-world samples,
examples, best practices, and lessons learned
High value content does not:
Focus on manipulating elements of a user interface (those things that
everyone should know by now, such as "Type your name in the name field")
Describe tasks that can't be mapped to a meaningful goal or objective
Describe what to do without explaining how to do it
Describe how to do it without explaining why to do it
!
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How do you measure high value content? That depends!
If your goal is to convince others that high value content matters, look at:
How does my content contribute to clients' purchase decisions? Is there click-through data
and contributions to conversions on marketing pages that I can reference?
How does my content contribute to clients' perceptions of product quality? What's the
relationship between quality problems in my content and known quality problems with the
product?
How does my content contribute to client satisfaction with our products?
How does my content contribute to the product visibility (and thus the sales cycle and
revenue streams) in the marketplace? What kind of social capital is being generated around
my content? Who's active, and how active are they? How frequently and with what impact
am I engaging with customers through my content? What are they talking aboutânits, or
requirements for content or broader product strategy? Does the sum of the social
conversation support IBM business strategy and advance the eminence of our brand?
If your goal is to assess the effectiveness of your content and
experience, look at:
Heuristic evaluations (we just talked about this)
Traditional web statistics
Analyzing the content ecosystemâStep 2: Analyze content
Assess today-state content metrics, part 1
Weâll talk more about
business metrics later onâ
letâs look at web stats nowâŚ
35. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystemâStep 2: Analyze content
Assess today-state content metrics, part 2
Web metrics are one way to assess the effectiveness of content
Content strategists use web metrics to gain a clear picture of
client/buyer/user activity in the current information experience that the
content ecosystem supports:
Historical data: Number of visitors to the site or page over time
User data: Who is visiting your site and where they are located
Page popularity: Most and least accessed pages
File types: Files that have been loaded as opposed to viewed
Operating systems and browsers: Browsers and devices used to view content
Referrers: Who is pointing to your stuff, and who isnât as expected
Referrals: How people are getting to your stuff
Search terms: Words with which users describe and try to find your content
Robots and spiders: Programs that have crawled your site in order to provide
information about site contents to search engines
36. IBM Enterprise Content Strategy & Content Experience
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Analyzing the content ecosystemâStep 2: Analyze content
Assess today-state content metrics, part 3
Interpret current web statistics to understand how clients:
Search for the informationâwhether the content is optimized for search engines
(SEO); what click-through and bounce rates show about user paths and success
Enter the experienceâwhether designed entry points are effective
Think about the information spaceâwhat search terms they enter, what topics
they pick as they browse found content
Navigate the information spaceâwhether user paths make sense relative to
your understanding of their business goals and tasks
Use the informationâhow actual usage patterns differ from designed or
predicted usage patterns; how much time they spend on certain pages;
whether theyâre accessing content on mobile devices, etc.
Value the informationâany social interaction to consider?
Web usage statistics give us hints at the core issues:
Is my content ecosystem performing in the ways that I expect it to,
based on user actions? Is the information experience effective?
Is my content high-value, or just highly-findable?
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Consider âpackagingâ aspects of the ecosystem:
Is the presentation of content effective and predictable across the ecosystem? Does
the visual design of content support the branding strategy for the product?
Where and how is your content delivered to the client? Lots of places? One place? Do
the delivery vehicles integrate well with each other? Is the content easily accessible
from the clientâs context or point of need?
How findable is your content across delivery vehicles? Are the signposts for wayfinding
visible, usable, and predictable across the ecosystem? Is your content progressively
disclosed in support of clientsâ need for increasing depth or breadth of content?
In the information experience,
several mediators come between the
client/buyer/user and the content. We
call these mediators âpackagingâ:
Presentationâthe visual design of the
content
Deliveryâthe vehicle used to publish the
content for client access
Navigationâthe various ways in which the
user finds the content
Analyzing the content ecosystem
Step 3: Analyze âpackagingâ
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Analyzing the content ecosystem
Step 3: Analyze people
Who are the human players in the ecosystem?
Internal players
Professional content producers
Marketing team
Sales enablement content team
Education teams
Beta programs teams
Support teams
Product documentation teams
Non-professional content producers
Subject matter experts
Client-facing personnel
External players
Business partners
Clients, with all their social networking tools and capabilities
What unique value does each player contribute to the ecosystem?
Look for:
ď§ Strengthsâthese are your assets!
ď§ Mission overlapâthese are your pitfalls!
ď§ Ways to maximize organizational
capabilitiesâthis is your vision!
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Analyzing the content ecosystem
Step 4: Analyze process
The processes at work in the content ecosystem
have as profound an effect as the content itself.
Analyze:
What processes are present in the ecosystem?
Business processes
Corporate-level processes
Business unit-level processes
Content design and delivery process
Processes that span all content producers
Processes unique to individual content producing teams
Are the processes effective?
Do processes make it easier or harder to package content for publishing?
Do processes make it easier or harder for people to work together?
Do process make it easier or harder to produce high-value content?
41. IBM Enterprise Content Strategy & Content Experience
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1. Before you beginârethinking metrics
2. Plan to sell to two different audiences
3. Map stakeholders to metrics
4. Map content metrics to stakeholder metrics
5. Set metrics-based goals
6. Plan for a closed-loop process
Defining success
42. IBM Enterprise Content Strategy & Content Experience
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Defining success
Step 1: Before you beginârethink metrics, part 1
Problem: Metrics have gotten a bad rap
Numbers can be hard for word people
The right numbers are hard for everyone
Getting metrics to work for you requires a significant shift in thinking
Solution: Rethink metrics
Metrics are another form of audience analysis (who cares about what?)
Metrics are another form of usability testing (what works for whom?)
Motivation for change: Metrics are a powerful tool for getting what you want (and
making sure you want the right things)
Metrics transform opinion into fact
Metrics remove emotion from analysis and decision-making
Strategize with metrics: Use metrics at every phase
Beginning: identify opportunity, prove the strategy is right
Middle: show incremental progress, course-correct
End: to prove value and earn investment for the future
43. IBM Enterprise Content Strategy & Content Experience
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Defining success
Step 1: Before you beginârethink metrics, part 2
A strategist is (among other things) a story-teller:
Define the right vision
Tell a compelling, true story that inspires people to buy into your vision.
What makes a story true? Factsâthings you can prove.
What makes a story compelling? It speaks to what matters most.
What matters most? Depends on your audience. Duh, right?
We prove the value of content with metrics
Value is in the eye of the beholder.
Whoâs your âbeholder?â Understand who your beholders actually areâthat
is, the real decision-makers and influencers in your world. (Remember the
stakeholder management plan from Part 1?)
Use metrics that target actual decision-makers.
Your actual decision-makers are probably business peopleâexecutives,
managers, and others who hold the purse-strings.
Figure out what your audience valuesâtheir metrics for success.
44. IBM Enterprise Content Strategy & Content Experience
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Defining success
Step 1: Before you beginârethink metrics, part 3
So what audience are we speaking to when we talk about things like this?
Site visitors
Page hits
Visitor location
Most popular pages
Least popular pages
Bounce rate
Time spent on page
Referrals and referrers
Search terms
Etc.
45. IBM Enterprise Content Strategy & Content Experience
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Defining success
Step 2: Plan to sell to 2 different audiences
Audience 1: Business people
Unless you can make a direct connection between your content metrics
and the metrics that drive business, you are telling the wrong story for
this audience.
You need this audience! The business community funds us. We have to
sell our vision to them, with a metrics story that resonates with them.
We must learn to speak âbusinessââthat is, prove the value of content
using metrics that matter to business.
Audience 2: Content producer people
A enterprise content ecosystem typically includes many kinds of content
producers
Content producers across the ecosystem tend to reflect the values of their
leadership and business unit in which theyâre located
This means that even kindred spiritsâother content peopleâcan have
widely different goals and metrics
Your job is to define common ground by speaking to what matters most
to this audience, too.
46. IBM Enterprise Content Strategy & Content Experience
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Defining successâStep 2: Selling to two audiences
Selling content strategy to a business audience
The kinds of metrics that we use to build
effective content strategies donât resonate with
most executives, managers, and finance people.
Sometimes we âtalk to ourselvesââthat is, use
metrics that resonate with content people, not the
actual people we need to support our strategy.
âPage hitsâ resonate with us. âSales leadsâ
resonates with business.
You cannot directly connect things like page hits
and bounce rates to core business metrics.
You need an informational professionalâs
intuition to know how content supports business
metricsâmost business people donât have that
intuition.
The business audience funds us. We have to
sell our vision and prove our value to them, with
a metrics story that speaks to what they care
about most.
Example
business metrics:
Revenue streams
Sales leads
Cost per lead
Customer satisfaction
Customer loyalty
Return on investment (ROI)
Time to value
Market share
Mindshare
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At IBM, weâre learning to tell a better story for a business audience
We conducted a survey from 2010-2012 with clients and prospective
clients about the value of contentâhereâs the hot-off-the-press data:
Defining successâStep 2: Selling to two audiences
Proving the business value of contentâIBM example
Shameless
ad:
The May 2013
issue of STCâs
Intercom
magazine
contains an
article that
Alyson Riley
and I wrote on
proving the
business value
of content.
48. IBM Enterprise Content Strategy & Content Experience
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Defining successâStep 2: Selling to two audiences
Selling content strategy to a content audience
Analyze each organization or team that contributes to the content ecosystem
In what business unit are they located?
Who are their executives, sponsors, and stakeholders?
Who âgrades themâ on their performance?
Who funds them?
What matters to them?
How do they measure their progress or results?
What are they doing well (both in your analysis and theirs)?
Where can they improve (both in your analysis and theirs)?
Identify areas of similarity and difference
Where do their goals align with yours? ďbuild bridges!
Where do their goals conflict with yours? ďbuild business cases!
Use metrics to craft a story that:
Shows problems and opportunities that each content team cares about
Maps in key areas to their goals for content
Diverges from their current goals in ways that would increase their value to sponsors
and stakeholders
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Defining success
Step 3: Map stakeholders to metrics
Remember the stakeholder management plan
from âAssessing and analyzing the today-state?â
Hereâs another place where it provides value.
Be highly intentional about making sure that
your metrics plan includes data that map to the
things your key stakeholders care about.
This mapping activity will help you:
Validate your strategyâdoes your work align with
mission-critical organizational objectives?
Prepare persuasive communications for your key
decision-makersâdo you have the framework for
a strong story to connect in meaningful ways with
your various stakholders?
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Defining successâStep 3: Map stakeholders to metrics
Metrics for a business audience
Use the research you did
during the today-state
analysis phase
Target the key decisions-
makersâthose who hold the
purse-strings
Identify what the key business
decision-makers care about
Use language that resonates
with that business audience
Remember: unless you can tie
a particular goal or result to a
measurement that the
stakeholder cares about, that
result ultimately doesnât
matter
Stakeholder Example metrics
VP Marketing ď§ ROI
ď§ Cost per lead
ď§ Campaign performance
ď§ Conversion metrics
VP Sales ď§ Viable leads
ď§ Sales growth
ď§ Product performance
VP Support ď§ Call volume
ď§ Call length
ď§ Customer satisfaction
VP Development ď§ Development costs
ď§ Market share
ď§ Lines of code
ď§ Compliance
ď§ Quality and test results
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Defining successâStep 3: Map stakeholders to metrics
Metrics for a content team audience
Now map
players in the
content
ecosystem to
the metrics
they care
about
Remember
that each
content team
has their own
decision-
makers who:
Approve
their goals
Determine
their
funding
Determine
their
futures
Stakeholder Example
metrics
Example associated
content teams
Example
content metrics
VP
Marketing
ď§ ROI
ď§ Cost per lead
ď§ Campaign
performance
ď§ Conversion
metrics
ď§ Web team
ď§ Social team
ď§ Event team
ď§ Web traffic
ď§ Click-throughs
ď§ Likes and shares
ď§ Conversions
ď§ Collateral distributed
ď§ Cost per unit produced
VP
Sales
ď§ Viable leads
ď§ Sales growth
ď§ Product
performance
ď§ Sales enablement
ď§ Education & training
ď§ Beta programs
ď§ Proofs of Concept (PoCs)
to sale
ď§ Number of classes
ď§ Beta program participants
ď§ Cost per unit produced
VP
Support
ď§ Call volume
ď§ Call length
ď§ Customer
satisfaction
ď§ Web support team
ď§ Call center team
ď§ Amount of web
information produced
ď§ Number of calls reduced
ď§ Time of calls reduced
ď§ Cost per unit produced
VP
Development
ď§ Dev cost
ď§ Market share
ď§ Lines of code
ď§ Compliance
ď§ Quality and test
ď§ Product documentation
team
ď§ Developers who publish
whitepapers and case
studies
ď§ Product community
forums and wikis
ď§ Lines of text, number of
pages, etc.
ď§ Cost per unit produced
ď§ Web traffic
ď§ Number of forum
participants
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Defining success
Step 4: Map content metrics to stakeholder metrics
Tie your content strategy metrics to the metrics that matter most to your
stakeholders so you can tell a story that inspires the outcomes you want.
This means researching how content influences the metrics that are most
important to the specific people you need for success.
Start your research with these hints:
How does content drive
purchase decisions? direct link to the revenue stream
How does content impact
product quality? direct link to customer loyalty
How does content influence
customer satisfaction? direct link to ROI
How does content shape clientsâ
perceptions of your company? direct link to mindshare
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Defining success
Step 5: Set metrics-based goals
So what are the goals for your content strategy? Express those goals in the form
of business metrics and content metrics. Some examples:
Business metrics Sample content metrics Sample content goals
Purchase decisions
(revenue)
ď§ Reachâvisits, etc.
ď§ Engagementâreferrals, etc.
Contribute to revenue stream
through referrals from technical
content that become sales leads.
Product quality
(customer loyalty)
ď§ Reachâvisits, etc.
ď§ Engagementâreferrals, etc.
Contribute to product quality
through by simplifying the
amount of content in the user
experience.
Customer satisfaction
(ROI)
ď§ Web traffic
ď§ Direct feedback
ď§ Ratings
ď§ Shares (social)
Create high value content that
speeds customer time to success.
Perceptions of company
(mindshare)
ď§ Sentimentânature of social
dialogue, etc.
ď§ Direct feedback
Create high quality, highly usable
content delivered in an elegant
information experience.
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Defining success
Step 6: Plan for a closed-loop process
Closed loop: end up at the beginning!
Start with metricsâuse at project outset to:
Identify problems and opportunities
Define the vision
Prove that the vision is right
Continue with metricsâuse during implementation to:
Measure the success of your progress in small increments
Stay on-target through implementation
Determine when itâs time to course-correct (before change gets expensive)
Keep your sponsors and stakeholders engaged throughout the long haul
Ensure that you remain connected to the broader goals and metrics of the surrounding
business
Ensure that you stay responsive and adapt to change
End with metricsâuse at project conclusion to:
Prove the business value of cultivating an effective content ecosystem
Prove the business value of your workâenhance your credibility and career
Encourage future investment in the content ecosystem
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Managing and communicating with
stakeholders
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1. Before you beginâunderstanding the role and value of
stakeholders
2. Assess your stakeholders
3. Build a community-based model
4. Tell the right story
1
Managing your stakeholders
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Managing your stakeholders
Step 1: Before you beginâtheir role and value
To make content strategy happen, you have to master politics
Think of it as a gameâmoving pieces on a board
You canât touch the pieces directly to move them where you want them
You have to inspire them to move
You inspire them by figuring out what they care about and helping them
succeed
It doesnât have to be an evil game
Look for win-win alliances and opportunities
Discover and play to peopleâs strengths
Enjoy finding kindred spirits in the gameâdonât get bogged down by pieces
on the board that refuse to move
Enjoy the winsâbe sure to share the rewards
Learn from the lossesâkeep your eye on the end game on not on emotional
setbacks
Make smart compromises for the greater goodâbut remember who you are
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Managing your stakeholders
Step 2: Assess your stakeholders
Whose agendas do you need to understand to be
successful?
Which influencers can help you? What are their agendas?
Which influencers could block you? What are their
agendas?
How can you help your influencers be successful?
How can you map your success to business priorities and
metrics?
Manage your stakeholders intentionally:
Their top concerns
Their metrics
The level of support you desire from them
What role they play (or youâd like them to play) in your
work
The actions that you want them to take (and their priority)
The messages that you need to craft for them to enable the
outcome you want
âRachel Thompson
Stakeholder Management:
Planning Stakeholder
Communication. MindTools.
Web. 12 April 2013.
Free stakeholder
management worksheet
here: http://bit.ly/8UnUdj
âStakeholder
management is critical
to the success of every
project in every
organization ⌠By
engaging the right
people in the right way
in your project, you can
make a big difference to
its success...
and to your career.â
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Managing your stakeholders
Step 3: Build a community-based model
Executive sponsor
Business unit sponsors
Content thought
leaders from
each domain
or department
Content teams
from each domain
or department
infrastructure gurus
graphic design
content marketing
product management
Network of
supportive friends
interaction design
engineering
writers
editors
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Managing your stakeholders
Step 3: Build a community-based model, cont.
Define priorities
Which common metrics can we unite around?
Which metrics will we be measured against?
Which common metrics tell our story best?
Take first steps toward impact
What mission unites us?
What small, measurable projects could we do together to build
relationships and demonstrate incremental progress?
How can we crawlâwalkârun toward value?
Communicate constantlyâup, down, across
Take interim measurements
Maintain sponsor interest
Course-correct as needed
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Managing your stakeholders
Step 4: Tell the right story
What your metrics give you:
The âblack and whiteâ part of your strategy
The facts that prove your strategy is a good one
An argument that speaks to the analytical mind
What your metrics donât give you:
A guaranteed successful âsellâ to your stakeholders
A vision that inspires people to believe
A story that speaks to the emotional heart
Think through the content, tactics, and rhetorical devices that will sell
your vision
Be sure that your metrics help you gather all the data you need to tell an
ethosâlogosâpathos story (huh?)
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Ethosâyour credibility (professionalism; authority)
Logosâthe logic of your argument; the clarity of your message and evidence,
using either inductive (bottom-up) or deductive (top-down) reasoning
Pathosâan emotional appeal, vivid storytelling, creative envisioning
Use all the techniques you can to help your audience visualize the future!
Show, donât tellâinclude imagery, video, and audio as appropriate to show the
challenges of the today-state and help your audience imagine tomorrow
Keep your packaging professionalâhigh-quality, visually-appealing charts and
documents will enhance your ethos
Help your audience learnâstart with the big picture (an executive summary),
then feed them the details
Remember good old Aristotle? Use your skills as a technical
communicator to tell a compelling story with your business case!
Ensure your story speaks to:
Managing your stakeholders
Step 4: Tell the right story
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Managing stakeholders
Step 4: Tell the right story, cont.
Ethos
Your authority, credibility,
professionalism, and authenticity
Pathos
Emotional appeal, vivid imagery,
creative envisioning, imagining
Logos
Logic, data, clarity, evidenceâ
either inductive (bottom-up) or
deductive (top-down) reasoning
Use metrics to:
ď§ Speak to the analytical mind
ď§ Tell the âblack and whiteâ part
of your strategy
ď§ Articulate facts that prove that
your strategy is a good one
Use vision to:
ď§ Speak to the heart
ď§ Inspire people to believe
ď§ Craft a narrative that
resonates and lingers long
after youâve left the room
Use expert communication to:
ď§ Prove that you own the space
ď§ Provide powerful evidence that
you are worthy of trust and
investment
ď§ Build a network of influencers
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1. Before you begin
2. Specify the issue
3. Depict the outcome
4. Articulate your recommendation
5. Provide justification
6. Identify the team
2
Building a high-level business case
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Building a business case
Step 1: Before you beginâembrace the case
The beauty of black-and-whiteâa business case helps you:
Ensure that your strategy is complete and that youâve thought through every
potential issue
Fight the battle for content strategy by equipping you with powerful
ammunition
Transform your message from âI want thisâ to âThese critical data show
thatâŚâ
Demonstrate rigor and professionalism
Assert your credibilityâit is the lingua franca of the business world
Lots of mental roadblocks out there about writing business cases!
Letâs demystify business cases a bit! There are lots of approaches and
templates out there for building good business casesâbut for our
purposes today, letâs pare down the content in a typical business to a few
key ideasâŚ
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Building a business case
Step 2: Specify the issue
Describe the business problemâclearly, briefly, factually
What business problem does your content strategy solve?
What is the impact of this business problemâtoday, and tomorrow?
Go back to your metrics and stakeholder management plansâstate the
problem in those terms, mapped directly to business priorities
âManagement is concerned with decreasing costs and increasing
revenue, so state the problem in those terms.â âJack Molisani
âDonât assume that management can see the âpainâ of this problem as
clearly as you can.â âJack Molisani
Do not describe how the problem will be addressedâmerely define the
problem.
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Building a business case
Step 3: Depict the outcome
What would an ideal tomorrow-state look like?
What would success look like?
This is the spot where you help your audience imagine the possibilities
that your solution will address!
Your vision!
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Building a business case
Step 4: Articulate your recommendation
So how do we achieve the outcome you described?
Describe your solution and how your solution solves the problem
Describe the benefits of your solution (another spot where you can use those
metrics and stakeholder management plans)
Revenue?
Customer satisfaction?
Client ROI?
Mindshare?
Marketshare?
Cost reduction or avoidance?
You get the ideaâŚ
Describe how moving forward with your strategy will achieve desirable results.
Use your skills as a technical communicatorâwrite your justifications using
why? and for whom? and how much?
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Building a business case
Step 4: Provide justification
Let your audience see how you arrived at this solution:
Describe all viable/meaningful alternatives (including doing nothing)
Use your metrics plan to evaluate each option
Calculate ROI (where you can): amount returned / costs
Estimate how long it will take to see those returns on investment
Identify any risks and communicate a plan to mitigate those risks
Specify why you selected your approach over alternative options
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Building a business case
Step 5: Identify the team
Who do you need in order to achieve your vision?
Leaders of the project?
Sponsors?
Stakeholders?
What skills do you need?
Leadership/strategy/vision
Project management
Technical
End-to-end information experience skills
Information development skills
Etc.
Make a clear and concise request for resources, and be sure that these
resources have been accounted for in your cost assessments
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Themes from todayâs session
1. The importance of systems thinkingâanalyze and strategize at the ecosystem-
level
2. The importance of metricsâtell the right story in the right way to the right people
3. The value of knowing who you areâplay to your strengths
4. The value of knowing who influences your successâidentify the real
decision-makers
5. The importance of soft skillsâcommunication, evangelism, assertive outreach,
networking, breaking down barriers
6. The critical role that community plays in your successâmanaging your
stakeholders, building relationships with key players in your content ecosystem
7. The wisdom of crawl-walk-runâdonât boil the ocean, but rather envision the run
phase, start with crawl, and plan for walk
8. The critical importance of understanding users, businessâevery phase of the
content strategy process, every deliverable, every communication
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Resources
Ames, Andrea. âCreating a Content Strategy Ecosystemâ http://bit.ly/1iYCykY
Ames, Andrea and Alyson Riley. âStrategic information architecture: The information
user experience.â Intercom (October 2012). 28-32.
Bhapkar, Neil. 8 KPIs Your Content Marketing Measurements Should Include. Content
Marketing Institute. Web. 12 April 2013. http://bit.ly/Wnb7Cy
Carliner, Saul. Ten tips for building a business case. Intercom (June 2012).
Checkland, Peter. Systems Thinking, Systems Practice. 1999.
Ecology, Mind, & Systems: ecomind.wikidot.com
Ellerby, Lindsay. Analysis, plus synthesis: Turning data into insights. UX Matters (27
April 2009). Web. 12 April 2013. http://bit.ly/C2vQ6
Ellis, David. (1989). A behavioural model for information retrieval system design.
Journal of information science, 15 (4/5): 237-247.
Johnson, Steve. Writing the market requirements document. Pragmatic Marketing.
Web. 12 April 2013. http://bit.ly/SiTrF2
Kalbach, James. âDesigning for Information Foragers: A Behavioral Model for
Information Seeking on the World Wide Web.â Internetworking, Internet Technical
Group newsletter. Web. 20 April 2013. http://bit.ly/11Ryc15
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References
Kalbach, James and Aaron Gustafson. Designing Web Navigation: Optimizing the User
Experience. Cambridge: MA: OâReilly Media, 2007.
Kantner, Laurie, Roberta Shroyer, and Stephanie Rosenbaum, "Structured Heuristic
Evaluation of Online Documentation.â http://bit.ly/1Gf3IZq
Klipfolio. The KPI DashboardâEvolved. Web. 12 April 2013. http://bit.ly/LhzeL9
Molisani, Jack. How to build a business case. Intercom (July/August 2008).
Muldoon, Pamela. 4 metrics every content marketer needs to measure: Interview with
Jay Baer. Content Marketing Institute. Web. 12 April 2013. http://bit.ly/X8IvMJ
Plowman, Kerry J. Five pitfalls of requirement writing. Pragmatic Marketing. Web.
12 April 2013. http://bit.ly/RWKbUY
Sehlhorst, Scott. Writing good requirementsâthe big ten rules. Tyner Blain blog.
Web. 12 April 2013. http://bit.ly/13Y7t0
Stanford d school http://stanford.io/1qM2OAt
Thompson, Rachel. Stakeholder management: Planning stakeholder communication.
MindTools. Web. 12 April 2013. http://bit.ly/8UnUdj
Wheeler, Benjamin, Gilda Wheeler, and Wendy Church. It's All Connected: A
Comprehensive Guide to Global Issues and Sustainable Solutions:
www.facingthefuture.org
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andrea ames (@aames)
thank you