The document discusses structured content modeling and its relationship to structured design. It advocates for intentionally recoupling structured content and presentation through content modeling. Content models can enable great design by making content clear, useful, and available. The document provides examples of different topic types like informational concepts, tasks, and stories. It emphasizes finding patterns in content, defining types of content structures, and establishing relationships between content types to share the content model.

1. Structured Design
Modular Style for Modern Content

2. The problemDesigners don’t work with your content
models.
And that means they’re not designing to the
purpose or needs of content.

3. or maybe…
the content models aren’t clear or useful
or contain insufficient semantics

4. Content models
can enable great
design

5. • Structured content model
• Toward structured design
• Strategy and work
<Today>

6. o In-house Content Strategist
o Background in writing and
editing
o Modeling, migration,
development
@crhess

7. • Name and job title, please (real or
aspirational)
• Content modeling time spent, %
• Burning question (optional)
<and you are…>

8. • Toward structured design
• Strategy and work
<Today>

9. The problem
It’s easier to do well what we know well
Structured content can feel limiting to design

10. Why this
problem?
• Structured content =
separation from
presentation
• Good user experience =
focus on design

11. The intentional recoupling of
structured content and
presentation
CONTENT STRATEGY

12. Make it clear
Make it useful
Make it available
Content model

13. STRUCTURED CONTENT  STRUCTURED DESIGN

15. What your business needs it to be
What your CMS and APIs require it to be
What your taxonomy says it should be
What your users want it to be

16. What your business needs it to be
What your CMS and APIs require it to be
What your taxonomy says it should be
What your users want it to be

17. What your business needs it to be
What your CMS and APIs require it to be
What your taxonomy says it should be
What your users want it to be

18. What your business needs it to be
What your CMS and APIs require it to be
What your taxonomy says it should be
What your users want it to be

19. STRUCTUREDCONTENTis:
Clearly defined and focused topics
Separated from any single presentation
Modular, reusable, recombinable

20. hwEmphasis

21. Modeling

22. Find your patterns
Define your types
Establish their relationships
Share it all

23. Find your patterns
Define your types
Establish their relationships
Share it all

25. Provides information about one specific aspect of a subject area, such as what it is, how
it’s diagnosed, treatment options, etc.
Comes in three sizes: main point, summary, and full detail. May not need all three sizes
because sometimes info can’t be boiled down to a main point or summary, and
sometimes there’s not enough info to warrant a full detail.

26. How-to info—steps that need to be done in a specific (i.e., numbered) order.
• Each step should be its own bullet. Supporting info for a step goes into separate tags.
• Length: No length limits, but the step names (commands) should be short, and the
supporting info should be between 1 and 3 sentences.

27. EXERCISE
Find your patterns

28. Find your patterns
Define your types
Establish their relationships
Share it all

29. STORY

33. HealthwiseTopicTypes
Topic Type Description
InfoConcept Informational, Educational; Available in 3 sizes
Task Instructional, How-to
Action Actionable, non-sequential
When to call When to call 911 or your doctor
Story Personal stories
Media Images with titles, captions, alt-text
Video Videos with titles and captions
Definition Healthwise definitions
Library topic DITA reuse mechanism
Slideshow Healthwise slideshows
Message For user contact in campaigns
Decision component Information targeted at a medical decision to be
made
Decision assessment Interaction to gather and record a response to a
prompt

34. HealthwiseTopic Sub-Types
Topic Type or Tag Attribute and Value
Message Type = Boilerplate
Message Type = Call to action
Message Type = Teaser
Decision assessments
Quiz question Opinion
Quiz question Fact
Quiz question Scale
<p> Lead-in
<li> Icon type

35. EXERCISE
Define your types

36. Content Modeling = Balance

37. Find your patterns
Define your types
Establish their relationships
Share it all

38. •Educational/Informational
•Task instructions
•Actionable
•Stories
•Videos
•Images
•Messages
•Option comparison
•&c.

40. CONREF
Type: Stem Topic
Aspect:
Concept: Pinkeye
(Parent topic for a
document output.)
Type: InfoconceptSU
Aspect: careInstructions
Concept: Pinkeye
-Burst from legacy PI
-BP language conreffed
from library topic.

41. CONREF
CONREF
Type: InfoconceptSU
Aspect: selfCare
Concept: Pinkeye
-Burst from legacy PI
into library topic;
conreffed into this topic
Type: WTC
Aspect: When to call
Concept: Pinkeye
- Burst from legacy PI
into library topic;
conreffed into this topic

42. Type: Stem Topic
Aspect: afterVisit
Concept: Pinkeye
Type: InfoconceptSU
Aspect: careInstructions
Concept: Pinkeye
Type: InfoconceptSU
Aspect: selfCare
Concept: Pinkeye
Type: WTC
Aspect: WhenToCall
Concept: Pinkeye
MAP
Metadata
Aspect/Concept:
HWID:
??
Type: Stem Topic
Aspect: afterVisit
Concept: Pinkeye
Type: InfoconceptSU
Aspect: careInstructions
Concept: Pinkeye
Type: InfoconceptSU
Aspect: selfCare
Concept: Pinkeye
Type: WTC
Aspect: WhenToCall
Concept: Pinkeye
Footer? Logo? GtW?
T
o
p
i
c
r
e
f
s
Modeling
composition

43. Type: Stem Topic
Aspect: afterVisit
Concept: Pinkeye
Type: InfoconceptSU
Aspect: careInstructions
Concept: Pinkeye
Type: InfoconceptSU
Aspect: selfCare
Concept: Pinkeye
Type: WTC
Aspect: WhenToCall
Concept: Pinkeye
PI MAP
Metadata
Aspect/Concept:
HWID:
??
Type: Stem Topic
Aspect: afterVisit
Concept: Pinkeye
Type: InfoconceptSU
Aspect: careInstructions
Concept: Pinkeye
Type: InfoconceptSU
Aspect: selfCare
Concept: Pinkeye
Type: WTC
Aspect: WhenToCall
Concept: Pinkeye
Footer? Logo? GtW?
T
o
p
i
c
r
e
f
s
Library Topic
Self-care treatment info
• Item
• Item
• &c.
Library Topic
When to Call info
• Item
• Item
• &c.
C
O
N
R
E
F
Modeling reuse

44. Modeling
conversion

45. Semantic::Meaning
se  man  tic
/sə’man(t)ik/
adjective
Relating to meaning in language or logic.

46. Semantic markup is the use of a markup language such as
HTML to convey information about the meaning of each
each element in a document through proper selection of
markup elements, and to maintain complete separation
between the markup and the visual presentation of the
elements contained in the document.
Semantic markup

48. <hwDecisionComponent
<title>Compare Your Options</title>
<prolog>
<metadata>
<othermeta name="readingLevel" content="6.3" />
</metadata>
</prolog>
<hwDecisionComponentBody>
<section>
<fig outputclass="HwIconTitle">
<iconType=“information" />
</fig>
<table id="GUID-0392E796-7E3D-4051-8D36-E9EB4996A29E">
<tgroup cols="3" >
<thead>
<row>
<entry colname="col1"></entry>
<entry colname="col2">
<p>Herniated Disc Surgery</p>
</entry>
<entry colname="col3" >
<p>Nonsurgical Treatments</p>
</entry>
</row>
</thead>
…

50. <hwActionTask>
<title>How to use a pedometer, step counter, or fitness app</title>
<hwActionTaskBody>
<context>
<p>Using a pedometer, a step counter, or a fitness app on your phone is an easy and fun way to track
how active you are. It adds up all the steps you take during the day. It can help motivate you to walk. A
quick check may show that you need more steps for the day and help you set goals to take more steps.
Some also can show you how many calories you've burned. Many of these apps are free.</p>
<p>Follow these steps to get the best use out of your device.</p>
</context>
<steps>
<step>
<cmd>Make using your step counter a habit.</cmd>
<info><p>Put it on or activate it first thing in the morning as you get dressed. Leave it on until you go
to bed.
</p>
</info>
</step>
<step>
<cmd>Find your activity level.</cmd>
<substeps>
<substep>
<cmd> Go about your usual routine for the first week. Don't change how active you are yet.</cmd>
</substep>
…

51. Find your patterns
Define your types
Establish their relationships
Share it all

52. Topic types—Overview
1. Infoconcept
Example and guide
Provides information about one specific aspect of a subject area, such as what it is, how
it’s diagnosed, treatment options, etc.
Comes in three sizes: main point, summary, and full detail. May not need all three sizes
because sometimes info can’t be boiled down to a main point or summary, and
sometimes there’s not enough info to warrant a full detail. Consult with your editor as
needed.
Title (for all infoconcept sizes)
Usually a standard question (see the standardized titles section for the list of
standard titles).
Examples: What is angina? How is heart failure diagnosed?
Why is an MRI used?

55. EXERCISE
Establish the relationships
Share it all

56. It feels obsessive and fiddly to quibble over
terms.
Do it anyway. Get them straight.
See: Topic.
Terminology

57. • Think modular
• Think visual
• Think end-to-end
• Think meta
<Modeling>

58. Content Modeling = Balance

59. • Not just for indexers
• Makes it all work
• Think expandable
<metadata>

61. Informational content

62. Instructional content

63. CMS TMS Content Pipelines UIs
• Governance
• Authorship
• Administrative
• Descriptive
(w/integration)
• Versioning
• Taxonomies
• Descriptive
• Ontologies
• Topic type
• Constraints
• Output
• Product build
• Transform
• Versioning
• Style
• Components
• Themes
• Product
presentations

64. EXERCISE
Give it meaning

65. How does it enable flexible application of style?
• Semantics can be designed to
• Change is consistent
• Purpose is common
Using that
model

66. Decision Aids

67. Source
component
Xml hwDecisionComponent
Concept: Prediabetes
Aspect: DecisionOverview

68. Standalone topics

69. Decision Aids

70. Model Accessibility
• Build it into your content model
• Create accessible components
• Lowers testing and rework burden
• Assures designing to accessibility which is just the right and
smart thing to do

71. EXERCISE
Produce output

72. Pattern libraries and content models should align

73. Working with designers
Get involved early
Philosophize!
Get your hands dirty

74. BUSINESS GOALS
DESIGN GOALS
CONTENT GOALS

75. BUSINESS GOALS
DESIGN GOALS
CONTENT GOALS
USER
USER
USER

76. Content Strategy’s Role

77. Editorial guidelines
• Character limits
• Element constraints
• General structure
Beyond the objects

78. Voice and tone
• All artifacts are useful for both writers and designers
• Trying to communicate and accomplish the same
thing
• Let one connect to the other
Beyond the objects

79. Healthwise is… Like this: Not like this:
Authoritative, but not
authoritarian
Back surgery is
appropriate in some cases,
but it’s a good idea to
consider other options
before deciding.
Don’t have back surgery. It
always creates more
problems than it solves.
And you don’t need it.
Helpful, but not pushy Did you know that, if you
are a smoker, your back
injury will take longer to
heal? Quitting smoking can
help you feel better faster.
If you have a back injury,
quit smoking. Change your
habits, your friends, and
life, so you can get back to
normal.

80. EXERCISE
Voice and tone

81. Making your place
•Own the idea and the message
•Face up to the soft skills
•Help other people get their stuff
done better
•Go above and beyond so they will
too

82. See it through
• FINISHED finished
• Do your documentation
• Handoffable
• Loose ends can undo lots
• Keep the dots connected

83. Thanks