Round Table: Content-Content-Content - DaytonWP February 2013 MeetUp
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Product Content Evolution The Aware Phase
Product Content Maturity Model Series
Our Presenters
Andrew J. Thomas
Director, Product Marketing
SDL
Elizabeth Gschwind
Localization Manager
FICO
Agenda
IntroductionsProduct Content Maturity Model OverviewThe FICO StoryGlobal Authoring Management System
Product Content Maturity Model Overview
Current Pressures
•Deliver Product Content on demand•Content created and filtered for Customer Profiles
• Interactive and dynamic, while still versioned and controlled
• Incremental Updates•Analytics beyond page hits to capture “content utility”
•Enable social interactions between community and authors
•Crowd Authoring through easy WYSIWYG interface
•Branding and terminology maintained, regardless of who creates the content
•Content re-used consistently at every creation point
The Engaged Vision
Product Content
PRODUCTCONTENT
MARKETING
SUPPORT
ENGINEERING
FIELD SERVICEPERSONNEL
TRAINING& LEARNINGPARTNERS
Product Content Maturity Model
Aware
ContentModel
UnstructuredContent Locked in Context Problem
Process Little Content SharingEach writer owns book
ToolsDesktop PublishingFrameMakerNo CCM
Phase 1: Aware
Company Overview• Realizing that books/printed manuals aren’t meeting the needs
of customers• Agile methods in practice for product development and
increasing demands on product content creators• Frozen headcount and budget cuts require new approaches to
content creationBest Practices• Organize existing content around the customer, not internal
silos/departmental organization• Create and implement style guides and terminology• Determine what content could be re-used between deliverables if
structuredNext Steps• Investigate structured content options (DITA) and technology
Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without FICO Corporation's express consent.© 2009 FICO Corporation. 11
The FICO Story
© 2009 FICO Corporation. Confidential.12
Household name in Credit Scoring
World’s #1 credit bureau score:the FICO® score
© 2009 FICO Corporation. Confidential.13 »© 2009 Fair Isaac Corporation. Confidential.»13
ProfileThe leader in decision managementFounded: 1956NYSE: FICOAnnual Revenue (approximately): $600 million
Products &Services
Analytics: scores and modelsDecision management applicationsDecision management tools
Clients &Market
5,000+ clients in 80 countries
Primary Industries: Financial services, insurance, retail, healthcare
Offices20+ offices worldwideHQ in Minneapolis, MinnesotaRegional Hubs: London, Birmingham (UK), Madrid, Sao Paulo, Bangalore, Beijing, Singapore
Leader in Decision Managementtransforming business by making every decision count
© 2009 FICO Corporation. Confidential.14
• Independent Product teams• No sharing or reuse • Multiple reviews of similar or identical content• Large content “chunks,” cumbersome review/update process• Inefficient and costly localization
Originations To Dev.
/ build
Fraud
Cust. Mgmt.
Coll. & Rec.
Existing Authoring Process
Edit FinalizeAuthor Review (PDF, chapter or book) LocalizeDesktop publish /
Webworks Help
To Dev.
/ buildEdit FinalizeAuthor Review (PDF,
chapter or book) LocalizeDesktop publish / Webworks Help
To Dev.
/ buildEdit FinalizeAuthor Review (PDF,
chapter or book) LocalizeDesktop publish / Webworks Help
To Dev.
/ buildEdit FinalizeAuthor Review (PDF, chapter or book) LocalizeDesktop publish /
Webworks Help
© 2009 FICO Corporation. Confidential.15
FICO had been monitoring DITA for several years
So what moved us from investigation to adoption?
Source: http://www.scriptorium.com/palimpsest/2009/03/dita-adoption-increasing-overall.html
© 2009 FICO Corporation. Confidential.16
New Paradigm: Common Architecture
Customer Mgmt.
C&R
Originations
FraudCOLLECTIONS & RECOVERY
ORIGINATIONS
FRAUD
CUSTOMER MGMT
The old paradigmThe new paradigm
Blaze Advisor
Model Builder
FICO was changing the way we developed our products, which would impact the documentation.
© 2009 FICO Corporation. Confidential.17
Additional Drivers
» Agile Development» Frequent product iterations
required more modular documentation approach
» Standard timelines compressed into shorter cycles
» Localization» Structured content easier to
translate than traditional formats
» XML removed DTP cost for new languages
© 2009 FICO Corporation. Confidential.18
Iteration 1 Topics
Edit Finalize PDF
Authoring Process Goal
Author ReviewAutomated publishing
with XSLT and scripts
Help
HTML
Client Info
Center
Edit FinalizeAuthor Review
Edit FinalizeAuthor Review
Edit FinalizeAuthor Review
Iteration 2 Topics
Iteration 3 Topics
Iteration 4 Topics
Localize
Localize
Localize
Localize
• Needed to move to structured content• Easier to write and share smaller chunks of content
• across products• across deliverables• across languages
• Faster time to market• Easier and cheaper localization *another big driver
© 2009 FICO Corporation. Confidential.19
Streamlining Documentation Processes
To help make a clean move to DITA and ensure quality content in all languages, we needed to:
1. Make organizational changes in the department2. Define standards3. Define terminology4. Figure out how to enforce the standards
© 2009 FICO Corporation. Confidential.20
Step 1: DITA Training
• Contracted with IBM to provide in-house training on information architecture (IA) and DITA authoring
• IA training – 3 days• XMetaL training – 4.5 days• Flew in managers for IA; other writers attended over web conferences• Flew in everyone for hands-on DITA training in XMetaL• Recorded all for future needs
• “Train-the-trainer” sessions with SDL Trisoft for tech leaders
• Process Committee developed in-house training and documentation on DITA tools and workflows, and presented it over a series of twice-weekly two hour web conferences
© 2009 FICO Corporation. Confidential.21
Organize to Write in DITA
Writers from each product group are assigned to a common components “workgroup” focused on developing content for a particular aspect of common functionality.
Writers from each product group are
assigned to a “DITA committee”
focused on identifying and implementing FICO’s DITA standards.
Short
Term
Long
Term
© 2009 FICO Corporation. Confidential.22
Re-Write Style Standards
FICO’s Style Guide was completely rewritten for DITA.• Standardized phrasing• Identified approved and forbidden terms• Included information on minimalism• Defined graphics and diagramming
standards• Defined capitalization & punctuation
standards• Etc.
Recommendations -> Requirements
© 2009 FICO Corporation. Confidential.23
Define Global Terminology
» Before we could start sharing content, we had to consolidate our terminology.» Better user experience, help with branding, better quality.
Same idea, different terminology:Concept: The business process by which documents, information, or tasks are passed
from one participant to another for action, according to a set of procedural rules, which can be partially or completely automated.
Term: “Workflow” (in Originations) and “Process Flow” (in C&R)
Same terminology, different idea:Term: Statistical ReportConcept (in Fraud): A report that pulls from historical data. Usually this is summary data
that is generated by a report service and persisted in non-production tables designed for this purpose, in order to enable reporting on large amounts of data without the need to query the production tables.
Concept (in TRIAD): A report that lists values based on processed and/or analyzed data.
»DM Glossary project was born
© 2009 FICO Corporation. Confidential.24
Multiple Divergent Glossaries – No Real “Master”
Misc. glossaries on the CIC
Product
glossaries
Emailed
suggestions
Product
family
glossaries
Industry glossaries
© 2009 FICO Corporation. Confidential.25
Getting Buy-in Across the CompanyProduct Management:
Originations
Customer Management
Fraud
Collections & Recovery
Common Components
Analytics
Legal Marketing
Product Documentation:
Elizabeth Gschwind
Tom Goering
Jane Randolph
Carroll Rotkel
Global Architecture
Product Documentation has final say on the phrasing of the definition. Product Management has final say on the technical content.
Security and Sys Admin
© 2009 FICO Corporation. Confidential.26
Terminology Now
» Everything in one place, one definitive source.
© 2009 FICO Corporation. Confidential.27
Standardizing and Enforcing Localized Terminology
Moved away from standalone product/language glossaries
to one glossary for all products and languages
SDL MultiTerm
© 2009 FICO Corporation. Confidential.28
Tying it all together: Global AMS
» SDL AuthorAssistant interfaces with Translation Memory, MultiTerm, and Style Rules
» Improves quality and cost to localize
» Authors work in familiar tools
AuthorAssistant
» MultiTerm (DNTs, acronyms, approved vs. unapproved terms)
» Terminology sequencing makes it possible to keep old information without jeopardizing quality.
» Ties into TMS
» Linguists don’t have to search for terms
» WRITERS » TRANSLATORS
Global Authoring Management System
Str
uctu
red
Con
tent
Inf
rast
ruct
ure
Structured Product Content Suite
Content Quality Checking
Intelligent Product Content Dynamic Delivery
Reviewers / SMEs / Casual Contributors
DITA
Component Content Management
Global Customer Engagement
Pain points
Top 31. Customers complain that documentation is badly
written and inconsistent – poor customer experience
2. Translation quality is low and costs are high due to inconsistent and uncontrolled company writing style
3. Distributed authoring makes it difficult to adhere to writing guidelines across the company and causes inconsistencies in documentation
78% of tech docs teams have a style guide
*SDL Global Authoring Survey 2009
Tech Docs Today
53% of global companies say have globally dispersed authoring teams
*SDL Global Authoring Survey 2010
Tech Docs Today
45% of technical documentation teams translatetheir content and 33% write content for a ‘global’ audience
*SDL Global Authoring Survey 2009
Tech Docs Today
75% of global companies say that inconsistent terminology has the biggest impact on ‘quality of content’*
*SDL Terminology Survey, Jan 2010
Tech Docs Today
SDL Global AMS
SDL Global Authoring Management System empowers organizations to create content that is easy for
customers to find and understand, and is optimized for localization.
It allows content developers to communicate consistently with customers by offering them access to company terminology, previously written content and
company style and branding guidelines from within their favourite authoring tools.
Key benefits
30% increase in authoring efficiency
10 % reduction in translation costs for documentation
Makes information easier to find for your customers
One common voice and writing style consistent across groups of writers
Features
Plug-ins for the most popular editors in the industry –Microsoft Word, JustSystems XMetaL, PTC Arbortext Editor, Adobe FrameMaker
AutoSuggest technology – unique feature to provide as-you-type suggestions of previously written content to content developers
Integrated with SDL MultiTerm for sophisticated terminology management
Integrated with computer-aided translation technology to ensure source content and translated content are aligned and consistent
Features
Linguistic Brain technology provides unique linguistic analysis of content
Out-of-the-box industry style guides provided – Chicago Manual of Style, Microsoft Manual of Style for Technical Publications, Simplified Technical English rules
Customize your own style rules with minimal training Batch reporting on quality, consistency and cost of
multiple documents
What is AutoSuggest?
Like ‘predictive text’ – offers discovery of previously written sentences as-you-type, using content stored in a translation memory
Designed for increased authoring productivity, maximised reuse, localization-optimized documents
Vision is for ‘content discovery’: content developers create new, structured documents and web content rapidly by utilising content from multiple repositories, in multiple languages
Some of Our Customers
Questions?
Thank You for Joining Us
Coming Attractions:Product Content Maturity Model Webinar – Part 3
Dec 8: Product Content Evolution: The Structured Phase Registration
www.sdl.com/en/xml/events/2011-12-08-pccm-structured.asp
DITA Webinar
Dec 15: DITA Emerging Trends and Best Practices: Practical Solutions for 2012 and Beyond
Hosted by Comtech Svcs and SDLRegistration
www.sdl.com/en/xml/events/2011-12-15-webinar-dita-emerging-trends.asp