1. Prepared by © 2010 Lasselle-Ramsay
Presented by
Part II of DITA in Production
Why Customer-Driven Content is the
Gold Standard for Documentation
Presented by
Joan Lasselle, Lasselle-Ramsay, Inc.
Chip Gettinger, SDL, VP, XML Solutions

2. Who Is Your Customer?

3. Poll
• Learn
• Confirm existing knowledge
• Practical, proven approach

4. What We’ll Be Exploring Today
Defining customer-driven content
Developing personas
Linking personas to the content
New content delivery capability and models

5. What is Customer-Driven Content?

6. Content Infrastructure

7. Revenue Drivers
Return Business
Increased Purchase
Referrals
Feedback

8. Content Infrastructure

9. Lots of Content, Only One Set of Eyes

10. The Power of Personas:
A Face, a Name and a Voice
“An idiot from
the street
should be able
to run the
machine after
5 minutes.”
Tim
Seller
“Doctors are so
dependent on the
techs. That’s why
it’s so important to
know the ins and
outs, to be able to
troubleshoot.”
Vicki
U.S. Operator
Dr. Fischer
Clinician
“The less you
use the device,
the less time
you’re interested
in investing in it.”
Kaito
Japanese Operator
“I don’t have
enough time to
learn a new
system. I need to
work and making
time to learn is
hard.”

11. User Persona Snapshot
“I’m okay with the
start up
documentation that
I was given. It’s a
little bit harder
without a mentor.”
Ron
Experienced Designer
Naveen
System Architect
James
PCB Designer
Eesha
New Designer
“The need for
information
changes
depending on
where you are in
the design
process.”
“Documentation
and FAE are
critical to our
success.”
“Will not start the
design process
until I have
complete
information.”
“I’m okay with the
start up
documentation that
I was given. It’s a
little bit harder
without a mentor.”

12. Understanding the User:
How You Can Learn
Know your customers
Know what your customers
need to know and do
Know the content they
need and how they need
to receive it

13. User Personas
• Demographic description
• Job responsibilities
• Technical profile
• Personal profile
– Goals, needs, and anxieties
– Problem-solving approach
• Learning style
– Basic learning approach
– Best and worst learning experience
– Obstacles to attaining proficiency

14. User Scenarios
• Used to build use
cases and
requirements
• Reflects goals that
link to proficiencies
• Based in reality – a
day in the life
• Shows team
interaction

15. Task Analysis
Clinician
s
Operator
s
System
Admin
Bio-med
Tech
Field
Service
Traine
r
Suppo
rt
Task
— User Tasks —
Understand workflow • • • • • • •
Prepare the system • •
Login • •
Perform a session for a new case • •
Create case information • •
Edit or delete a usage profile • •
Start & stop recording for a manual run • •
Start & stop automatic pullback • •
Review run • •
Create or delete a bookmark • •
Edit a bookmark • •
Clinicians
Operators
SystemAdmin
Bio-medTech
FieldService
Trainer
Support
Sellers
Approvers

16. Customer Lifecycle
Lifecycle
X
X

17. Content: There’s lots of it and it’s messy

18. The Multiplier Effect
Page count: 400 Page count: 2,000 Page count: 8,000

19. Poll
• Working in MS Word
• Using unstructured FrameMaker
• Using an XML authoring tool
• Using XML authoring and component content
management

20. To Manage – a Paradigm Shift
• Content locked in context
• Information can’t easily appear in multiple context and
can’t be tailored readily to audience
• High costs of formatting
• Content gets out of synch and difficult to refresh
• Customers can’t find what they need
• XML Topic Methodology
• Content can be reshuffled for deliverable
• Same content can live in multiple outputs
• Content can be delivered easily as web pages to
consume
• Metadata and conditions can allow content to be tailored
on the fly
• Content can be easily refreshed
Traditional Book Methodology XML and Dynamic Publishing Methodology

21. Flexibility of Topics to Manage Variants
Variations
Of Deliverables
Market Segments
Variations in Customer
Profiles
Product
Variations

22. Dynamic Publishing Business Benefits
• Customer satisfaction tied to revenue
– Ability to find content faster
– Get content relevant to me
– Provide feedback to content developer
• Reduced cost of goods
– Ability to see what content is used and not used by consumers
– Reduce and eliminate content and translation for content not used
• Control Call Center costs
– Updated and relevant content quickly drives down calls to call centers
– Content easier to find drives down call center calls
• Profiling of users
– See how customers use content
– What content is consumed most frequently?
– What content is never consumed?

23. Content Infrastructure

24. Process: Map It

25. Team: Who’s on the Bus?

26. Continuous Improvement

27. Focus on the User, the Rest Follows
Defining customer-driven content
Developing personas
Linking personas to the content
New content delivery capability and models

28. SDL Discovery Day Process
• SDL assists you in finding business value
• Provides focus and ability to refine strategies
• Process of interviews with key individuals
– Understand specifics nature of your business
– Share best practices and ideas deployed by other companies
• Share results and ROI

29. Contact Us
Joan Lasselle
Joan.Lasselle@LR.com
(650) 968-1220
http://cia.lr.com
www.LR.com
Chip Gettinger
CGettinger@SDL.com
(415) 378-3791
www.SDL.com