Developing an adaptive content strategy adobe rockley

Leaders in digital publishing strategy

Developing an Adaptive Content
Strategy

Ann Rockley

@arockley
©2012 The Rockley Group, Inc. rockley@rockley.com

What is adaptive content?

Adaptive content automatically adjusts to different
environments and device capabilities to deliver the best
possible customer experience, filtering and layering
content for greater or lesser depth of detail.

@arockley

Adaptive content can

• Adjust to any device
• Be displayed in any desired order
• Respond to specific customer interactions
• Change based on location
• Integrate content from other sources

@arockley

Mobile

• 38 percent of US cell phone users, an estimated 89 million
people, accessed the Internet from their phones.
• More than 47 million US mobile users accessed the
Internet daily.

Pew Internet & American Life Project. “Mobile Access 2010,” accessed December
1, 2011, http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx

@arockley

Mobile

• Combined shipments of smartphones and tablets
exceeded that of PCs in 2011
• 60 percent of time spent on smartphones comprises new
activities
• Global mobile data traffic is expected to grow to 26 times
its current volume over the next five years
• There are 5.3 billion mobile subscribers worldwide (77
percent of the world population) with growth led by China
and India.

mobiThinking, “Global mobile statistics 2011,” accessed on Dec.
3, 2011, http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

@arockley

What is mobile design all about?

@arockley

Designing for a small screen. Right?

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Not!

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Resizing visuals is only a partial
solution to platform proliferation.

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In the olden days

• Tried to move print online
• Didn’t work
• Page size was different
• Resolution was different
• Navigation was different
• Understanding of depth and
breadth was different
• Searching was different
• Everything was different!
• Had to rethink content for
online

@arockley

Mobile

• Why would we think that we can
simply scale to fit mobile?
• Page size is different
• Resolution is different
• Navigation is different
breadth is different
• Searching is different
• Time on task is different
• Everything is different!
• Have to rethink content for
mobile

@arockley

Mobile issues

• Companies are not designing mobile web content
• Companies design website and mobile app, twice the work
or more!
• Mobile apps are time consuming and expensive
• Automated web to mobile are not usable
• People spend much less time on a task on mobile than on
website

@arockley

eBooks

• Page size is different
• Resolution is different
• Navigation is different
breadth is different
• Interactivity is different
• Have to rethink content for
eBooks

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eBook issues

• Authoring is designed to optimize print publication, not
eBook
• eBooks are generated from print books instead of from
format free content resulting in problems in the eBook
(sidebars, tables, order of information)
• Producing eBooks for multiple devices is a nightmare!

@arockley

Handcrafting is unsustainable

• Devices are proliferating
• Device wars means that new devices are released every
9-12 months
• Functionality varies across device
• What works on one, may not work on another
• Constant churn to identify new functionality and design
content to take advantage of the functionality
• Can’t keep up

@arockley

Adaptive content

• Adaptive content automatically adjusts to different
possible customer experience
• Adaptive content can be displayed in any desired
order, made to respond to specific customer
interactions, changed based on location, and integrated
with content from other sources.
• Adaptive content is limited only by your design
decisions, the functionality of the device being used, and
the intelligence of your content.

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How adaptive content works

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Supporting adaptive content

• Structure
• Business rules
• Device constraints

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Structured content

• Structured content enables us to:
• Output the content to multiple channels, adapting it to
best meet the needs of the channel
• Enable automatically mixing and matching content to
provide what the customer wants when they want it and
the way they want it.
• Transform (reconfigure) content from one representation
to another
• Filter and layer content

@arockley

DITA supports

• Print
• Web
• EPUB
• Mobile

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Business rules

• Business rules are the rules that your content follows to
adapt to different devices and different customer
requirements.
• Business rules allow the system to automatically pick and
choose content and adjust the presentation of that content
to meet specific requirements.
• If this then that

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Work backwards

• Know your customer
• Know your device constraints
• Map requirements to content requirements

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Know your customer

• Who are the primary customers?
• Who are the secondary or associated customers?
• What the typical customer profile?
• Where do your customers come from
(region/country, referring site, search engine)?
• What platform are they using: Mac, PC, smartphone (OS)?
• What do customers need to know to make the buying
decision?
• What do they think are the most effective ways to reach
the customer?

@arockley

Personas

• Personas represent a “real” audience
• They help you to better understand who you are writing for
• Help design metadata and information products

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Know your device constraints

• Even though you should write content separate from its
eventual output, you must understand the constraints of
the device on which your content will be displayed.
• Design your models to adapt to those constraints.

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Tables

• Tables are always an issue on mobile. Some options
include:
• Tables where screen real estate permits
• Image of the table
• Modularized table
• Fixed first column, scrolling remainder
• Cascading list
• Drill down

• Tables are inherently structured, you just need to map
your table structure to desired output

@arockley

Content strategy

• Determine primary content to display
• What can be layered/scrolled/swiped?
• How does the content need to be structured to facilitate
filtering/layering/scrolling?
• What content should be eliminated and in what situation?
• What alternate content should be presented?
• How must your content be structured to support this
functionality?
• Can you structure your content for unexpected situations?

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Changing processes

• No more tweaking and tuning the content to get that
perfect fit.
• Know what content is required, by whom, when, in what
circumstance, and in conjunction with what other content
or interactivity.
• Create structured content separate from format.
• Use templates, styles, and structured writing guidelines.
• Create content first, not mobile first or eBook first but
always with an awareness of where and how content can
be consumed.

@arockley

Summary

• Adaptive content automatically adjusts to different
possible customer experience, filtering and layering
content for greater or lesser depth of detail.
• Develop structured, modular, reusable format free content
that can be automatically adapted for multiple devices.
• Work backwards from your customer requirements and
device constraints to design your adaptive content.
• Develop personas
• Design metadata and user profiles
• Develop models
• Define business rules for the assembly of content

@arockley

New role for Tech Comm

• Organizations overwhelmed with increasing device
requirements
• Just beginning to understand the value of structured
content
• Do not know how to design and create structured content
• Do not understand designing format-free content for
multichannel delivery
• Stuck in the “web” page paradigm
• We’ve been there, done that, we know
• We can help

@arockley

Questions?

Amazon, B&N, PeachPit moreinfo@rockley.com

@arockley

Developing an adaptive content strategy adobe rockley

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Developing an adaptive content strategy adobe rockley