CONTENT

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Janu

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25, 2014

PROBLEM

TEXTURE OF THE NEW WORLD

• How does one reach and engage a customer in this new world?

• Omni-channel world

• Multi-device engagement

• Fragmented Information

• Social driven

• Ubiquitous customer to customer communication

• Disintermediation of the company between customers

• Fragmented / silos of information

• Visual driven knowledge

• Democratized

3

AGE OF THE CUSTOMER

5

Initial Interest

Determining Needs

Purchase Decision

Investigating Options

Continuing the Engagement 1st Out-of-the-

Box Experience

Getting Started

In-depth Tutorials

Advanced Learning

THE CUSTOMER JOURNEY

6

Keeping Customers Satisfied

Initial Problem

Searching Resources

Resolution

Determining Solution

Initial Endorsement

Consistent Praise

Recognized Fan

Brand Advocate

THE CUSTOMER JOURNEY

INFORMAL AUDIENCE POLL

Level of Experience working with product content

1) Experienced, have executed on several projects

2) Working on my second or third project, have knowledge to share

3) My first project, working in the details now

4) I’m interested in learning from others, here to learn

OUTSIDE IN - KNOW THY CUSTOMERS

USER RESEARCH AND ANALYSIS

Surveys

Observations

Interviews

Contextual Interviews

Usability Tests

Customer Communities

Prototyping

PERSONAS

Personas are representations of real users created to emphasize and personalize limitations, goals, and behavior patterns of your target audience.

Benefits

• Understand customer needs and interests

• Knowledge of where customers spend time

• Consistency across the business

• Better user assistance to suit your customers’ needs

Note: We do these by solution.

PUT IT TOGETHER

Customer Research + Personas = User Stories

USER STORIES

Front of Card • Story Name

• Story Short Description

• As “persona name”, I want to “something” so that “benefit”.

• Task to Complete

Back of Card• Acceptance Criteria (Short Name)

• Given “context”, when “event 1”, “event 2”, “event 3”, then “outcome 1”, “outcome 2”, etc.

USE CASE 1 – WHAT’S YOUR STRATEGY?

• Form-heavy software that contains industry-specific terminology that varies slightly by company

• User stories defined what specific personas were trying to accomplish and their success criteria

• Persona facts • Locked in a bank wire room with others doing the same

job• No Internet or mobile phone access• Access to specific software features (not all software

features)

OUR STRATEGY AND IMPLEMENTATION

Strategy

• Write embedded content on the user interface

• Create a tasked-based help system that focuses on the key processes by persona

• Include a glossary of terms and related terms in the help system

Implementation

• Resource files for UI content

• DITA XML for help content

• Help segregated by persona and their tasks for security reasons

• Help can be customized by customer - mix and match map files

USE CASE 2 – WHAT’S YOUR STRATEGY?

• Web-based software that contains industry-specific terminology that must be understood by people with bank accounts

• User stories defined what personas were trying to accomplish and their success criteria

• Persona facts • Teachers who manage their personal bank accounts

online• Have Internet access• Access to all online banking features

OUR STRATEGY AND IMPLEMENTATIONStrategy

• Write embedded content on the user interface

• Create tasked-based show-me videos• For key processes by the persona• No audio and 3mins max

• Create small help system with task-based instructions for key processes

• Include a FAQs and glossary of terms in help system

Implementation

• Resource files for UI content

• DITA XML for help content

• Web-based help system with DITA as the source

Thought about – Not calling it help, adding an interactive component

USE CASE 3 – WHAT’S YOUR STRATEGY?

• Enterprise Web-based software for transferring money between banks

• User stories defined what personas were trying to accomplish and their success criteria

• Persona facts • One persona monitors data-heavy reports for errors and

inconsistent transfer patterns and flags errors as suspicious • Another persona receives reports and researches transfer

to determine whether it’s fraudulent• Internet access is very limited for both personas because of

privacy issues

OUR STRATEGY AND IMPLEMENTATIONStrategy

• Write embedded content on the user interface

• Create small help system with task-based instructions for key processes

• Include conceptual information on how to read reports

• Include a FAQs and glossary of terms in help system

Implementation

• Resource files for UI content

• DITA XML for help content

• Web-based help system with DITA as the source

Lack of Internet limits our implementation

WHAT ABOUT TEAM PROBLEMS?

• What if your team isn’t ready for customer engagement?

• Where do you start?• How do you plan?• How do you educate?• How do you uplift content?

Governance is key

STRATEGY USE CASE 4 – WHAT’S YOUR PLAN?

• Distributed writing teams spanning multiple countries/time zones

• Varying levels of business, customer, and technical communications knowledge

• Inconsistent processes, styles, and metadata across teams

OUR IMPLEMENTATION

Implementation

• Hire a leader to fuse/mold the teams together

• Purchase a common toolset that enables collaboration, provides style enforcement, includes a publishing engine, and provides feedback mechanisms

• Select site mavens to configure the toolset and train their teams

• Form two small teams and empower them to make process and style decisions

• Plan the content conversion – schedule it out – serious schedule with quarterly goals

Note

• Metadata required enforced and required by CCMS

• Most important styles enforced by CCMS

STRATEGY USE CASE 5 – WHAT’S YOUR PLAN?

• Multiple product releases (service pack + major) going simultaneously

• Service pack content comes first, but must move into the major release content

• Service pack content release is prior to the major release

• Team Scenario• Worldwide distributed writing team working on the

service pack release and the major release• More than one writer working on the same content

OUR IMPLEMENTATION

Implementation

• Baseline content is from the previous major release

• Service pack - Version the content for the service pack release for the writers

• Major release – Writers create new versions of topics only when they update them. They create new topics as needed. Version the map file as needed.

• Major release – Service pack information is moved into major release. Comparing topics is required in some instances.

Notes

• CCMS controls versions, locks files when in use, let’s multiple writers work on the same content

• Outputs vary by product line

STRATEGY USE CASE 6 – CASE FOR A CCMS

• Collaboration, working with a team• Authoring• Status, communication, notifications

• Content versioning and branching

• Customized metadata options• maps, topics, libraries and images• i.e. product name, module, release date, and version

• Content reuse

• Automation

• Translation management

TOPIC REUSE BY PRODUCT AND FEATURE

How To Print

Paper Jams

Blue Tooth

Ink Cartridges

CONTEXTUALIZATION BY USE CASE

Infograph showing one publication being filtered for various user types (beginner vs. advanced, mac vs. pc, etc.)

Show how this can add a human element to the content (like our kitty cat vs. cold biz buildings photo example in the demo)

Tablet User

PC User

AdvancedUser

BeginningUser

Dynamic Content

PARADIGM OF TOPICS AND DYNAMIC PUBLISHING

Topics MasterDocument

Heirarchy

A1 B1

C1

B1

D1

C2

A

B

C

D

A

B

C

D

A

B

C

D

A

B

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Custo

mer P

rofile

s

Pro

ducts

Deliv

ery

Authoring

PDFXML DOC HTML

OUTSIDE IN - KNOW THY CUSTOMERS

ITERATION AND EVOLUTION - FUTURE

Think Outside of the BOXDon’t just do something because

it’s what you’ve always done

Repeat the strategy

process as user scenarios evolve/chang

e

What personas do you serve?

What is the rate of

change for you?

RESOURCES

Personas

UX Magazine - http://uxmag.com/articles/personas-the-foundation-of-a-great-user-experience

Interaction Design Org - http://www.interaction-design.org/encyclopedia/personas.html

User Stories

Mountain Goat Software - http://www.mountaingoatsoftware.com/agile/user-stories

Scrum Alliance - https://www.scrumalliance.org/community/articles/2013/september/agile-user-stories

Code Squeeze - http://codesqueeze.com/the-easy-way-to-writing-good-user-stories/