Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
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Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, LavaCon 2013]
1. @nozurbina @LavaCon
Adaptive Content:
Architecture Plus Process
Minus a Healthy Dose of Reality
Noz Urbina
noz.urbina@urbinaconsulting.com
@nozurbina
urbinaconsulting.com/blog
Julian Murfitt
julian.murfitt@mekon.com
3. @nozurbinaJulian Murfitt
• CEO & Founder, Mekon Ltd.
– Experience with publishing, high/tech,
manufacturing and aerospace defence
businesses
– Small-to-medium-to-very-large enterprises
– More understanding = better solutions
89 3929 31 x88
24g
UC.com 2015
4. @nozurbinaIn a nutshell
• We’re all talking about multi-device, multi-
channel delivery
• Adaptive content is a great answer
• But it’s really hard and expensive to do
• Here’s how to do it in a feasible, progressive way
6. @nozurbinaThe challenge - The Right List
• Right content
• Right format
• Right language
• Right time
7. @nozurbinaHealthy dose of reality
• Achieving multichannel delivery is time
consuming and complex
• It can be a long, multiphase journey
• Some authors struggle (badly) to adapt
• It affects all of your editorial and
publishing processes directly or indirectly
12. BUT WHAT ABOUT THE
CONTENT?
The stuff that the people are actually looking for?
13. @nozurbinaContent and User Experience
• The more diverse the
interaction contexts, the
more stretched content will
become
• Square peg + round hole =
bad experience
14. @nozurbinaAdaptive Content
• Content designed to adapt
to multi-channel, multi-
format, multi-audience,
multi-context
• Can be:
– Transformed
– Filtered
• Because it’s got:
– No presentation
information!
– Structure
– Rich metadata
– Built-in, in-line
semantics
19. @nozurbinaCurrent Situation?
• Who are you?
• What URL referred you?
• What device are you on?
• What is your experience
level?
• What are the
physical/environmental
conditions
• What content
consumption format are
you using?
• What social media do
you use/like?
• What are you doing?
• Where are you?
• What did you do?
• What version are you
using?
• What language do you
prefer?
Audience Modularity Taxonomy Content Modelling
20. @nozurbinaUser Stories
I’m a millennial French girl who is into pop music and
Game ofThrones, what videos do you have that I’d like?
I’m an end user. How do I install the PrintJet2050 on
Windows 8?
I’m a service engineer onsite at St. Heliers Hospital
trying to repair an MRI scanner but can’t find the answer
I need in my iPad documentation. I’ve called into a
support technician to help.
Audience Modularity Taxonomy Content Modelling
22. @nozurbina
One user + multiple stories =
user journey
22
Map stories to journeys
Map journeys to lifecycle
phases
(aware, researching, buying,
using, advocating, etc….)
23. @nozurbina
23
Healthy dose of reality
• Mapping it all out takes time and resource
• People can get insulted when you imply they
need to know their customers better
Audience Modularity Taxonomy Content Modelling
26. @nozurbinaModule Types
Just to get you started...
• Product overview
• Process
• Concept
• Task
• Reference
• Glossary
Audience Modularity Taxonomy Content Modelling
Each module type has
an associated
content model
that defines all its
structural
components
with
semantic
labels
27. @nozurbinaBenefits
• Reuse across deliverables
• Focus on minimalism increases consumption
• Easier to manage content for translation
• Send only changed blocks for review
• Clear guidelines about what should go in
certain types of module
Audience Modularity Taxonomy Content Modelling
28. @nozurbinaHealthy dose of reality
• Writing for reuse is not easy
• Writers must collaborate more
• “Ownership” is changed
Audience Modularity Taxonomy Content Modelling
34. @nozurbina
Map Personas & Stories >
Taxonomy
I’m a potential customer researching what options
a Mercedes could take that are street legal in
Dubai?
– Stages in customer journey
– Regional product options
– Technical specifications
I’m a diabetic.What is the meaning of error code 7
on my OneTouch blood glucose meter?
– Error codes or post-sale documentation
Audience Modularity Taxonomy Content Modelling
35. @nozurbinaBenefits
• Speak with a common language across silos
• Improve online search-ability
• Integrate more easily across systems (common
metadata = easier content import/export)
Audience Modularity Taxonomy Content Modelling
36. @nozurbinaHealthy dose of reality
• Politically difficult to establish
– People love their terms and their labels
• Management often don’t “get it”
Audience Modularity Taxonomy Content Modelling
38. @nozurbinaMetadata & Semantics
Metadata
• Defined as – data about other data
• A way of further describing something
Semantics
• Gives meaning to content
<li>Press the <b>Print</b> button</li>
<step>Press the <uicontrol>Print</uicontrol> button</step>
Old-fashioned HTML
New-improved semantic mark-up!
The basis for
Adaptive
Content
bit.ly/ac-nozu
Audience Modularity Taxonomy Content Modelling
43. @nozurbinaSemantic vs. Structure
• Structure can be applied to content by a
template, or a spreadsheet, or a database
– Anything the prescribes and restricts the values,
types and arrangement of blocks of information
• Semantics are applied when meaning is
explicit in the metadata
Audience Modularity Taxonomy Content Modelling
45. Audience Modularity Taxonomy Content Modelling
http://www.canon.com.vn/business/products/all-in-ones/laser-all-in-ones/imageclass-mf8010cn?languageCode=VN
Structural Semantic This is how we naturally
think about content
(see http://j.mp/bio-con)
When your semantics are
explicit in your content,
machines can help you
reuse, transform, translate
or format it
47. @nozurbinaProduct Family (desktop) Product
(mobile)
Product (desktop)
Product leaflet
(Print)
The content model is the
backbone of adaptive,
cross-media, omnichannel
content strategies
Google
Glass
Audience Modularity Taxonomy Content Modelling
50. @nozurbinaHealthy dose of reality
• Letting go of formatting is hard for some
authors
– Team roles become more specialised
• Legacy migration needs careful consideration
• Project scoping and roll-out is essential
• Going without a real CCMS (as opposed to
CMS) is risky for larger or complex projects
• Tools issues still. Lots of room for
improvement
Audience Modularity Taxonomy Content Modelling
Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
Audience Analysis > Personas / User Stories
Review who we’re talking to and what they need
Modularity & Typed Content
Break up content for more flexible delivery
Taxonomy & Metadata
Establish clear labelling systems
Semantic Content Modelling
Get more strict about module content (Embed semantics)
Ultra-customised content tracked across all channels.
and progressive enhancement / disclosure situations
Audience Analysis > Personas / User Stories
Review who we’re talking to and what they need
Modularity & Typed Content
Break up content for more flexible delivery
Taxonomy & Metadata
Establish clear labelling systems
Semantic Content Modelling
Get more strict about module content (Embed semantics)
In this case “customer” refers to anyone who
List of customers on board
How do you categorise different external users?
Who uses content internally?
65+20 minutes
=1 hr 25 min
(1 hr 35 left)
They all need content but do they all need THE SAME content?
Sometime the internal customers are greater than external. Making sure that content is adequately shared across internal customers is just as important.
Do they all access content in the same way?
What do they do with content?
Dunnhumby’s external customers are their clients. Each client configures dunnhumby’s software differnetly, and therefore documentarion is provided tailored to their individual use. Still a high level of reuse though. Dunnhumby employ consultants to work with their clients, and so they need the ability to
Example list Government will have MPs, public
Are you moving
Physical conditions?
Environmental conditions?
What errors did you get?
What device are you using?
What country are you in?
These provide an effective way to identify the main tasks that each of them needs to perform, and from this can help to identify what the content requirements might be. They also help to identify what integration with other systems might be required.
Need
Want?
Identifies
Metadata requirements
Content requirements
Reuse opportunities
Aligns team around a specific set of goals