Modeling the Content Experience: Delivering the Right Content, to the Right Person, in the Right...

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  1. 1. Content Experience Modeling Workshop2017 STC Summit Modeling the Content Experience: Delivering the Right Content, to the Right Person, in the Right Place, at the Right Time Andrea L. Ames, IBM @aames Senior Technical Staff Member & Enterprise Content Experience Strategist/Architect/Designer 07 May 2017 Washington, D.C. Much of the material in this deck was developed in partnership with Alyson Riley and is used with permission IBM Corporation 2017. All Rights Reserved
  2. 2. Content Experience Modeling Workshop2017 STC Summit 2 About Andrea Areas of expertise Content experience: Content strategy, content architecture, and interaction design for content display and delivery, within products and interactive content delivery systems Architecture, design, and development of embedded assistance (content within or near the product user interface) Content and product usability, from analysis through validation User-centered process for content and content experience development IBM Senior Technical Staff Member/Enterprise Content Experience Strategist, chief content strategists for the IBM Digital Integrated Content Center of Excellence UCSC in Silicon Valley Technical Writing and Communication certificate program chair and instructor STC Fellow, past president (2004-05) and former member of Board of Directors (1998-2006) ACM Distinguished Engineer @aames
  3. 3. Content Experience Modeling Workshop2017 STC Summit Agenda Workshop introduction Level set: Information architecture Process and pre-work: Requirements, scenarios, and experience design Developing and applying models: Use, content, and access 3 @aames
  4. 4. Content Experience Modeling Workshop2017 STC Summit Setting the scene for the workshop Experiential through exercises The project is merely the bagel (or cracker-your choice) on which to deliver the cream-cheesy goodness of the modeling concepts J The scope of the project and discussion is primarily product-specific, due to time constraints Theres more, and Ill occasionally mention the more If you're a smart content strategist, information architect, technical communicator, etc., you'll be thinking about the more and trying to integrate Whenever theres time, Ill address the more questions For more, see (URLs in references): 2013 LavaCon Unified Content Strategy Workshop session: Building a Content Strategy Ecosystem 2013 STC Summit Strategic IA Bootcamp certificate 4 @aames
  5. 5. Content Experience Modeling Workshop2017 STC Summit 5 Success factors Share a definition of content experience modelingunderstand what models are and why they are important Take away some actionable ways that you can approach modeling your own enterprise content experience Understand the general modeling process, from analysis and requirements definition through delivery of a release-specific information architecture, and how it functions within the product development process Define and create use, content, and access models Apply abstract models to create a concrete IA for a specific product release Have fun! @aames
  6. 6. Content Experience Modeling Workshop2017 STC Summit Level set: Information architecture @aames
  7. 7. Content Experience Modeling Workshop2017 STC Summit 7 Information architecture: A simple definition Information architecture is about Delivering high-value content In an effective content experience That enables client success @aames
  8. 8. Content Experience Modeling Workshop2017 STC Summit 8 Information architecture: 2 scopes Strategic IA (aka Content Strategy) Abstract Typical tasks include: Architect a products total information experience (not just technical docs) Tactical IA Concrete Typical tasks include: Update a navigation tree according to design guidelines and standards Apply models and guidelines to develop information architecture for a product release or self-contained information deliverable Solve architectural issues with guidance from a strategic information architect (IA) or information strategist Develop a cross-product or portfolio information experience Prioritize requirements Apply models in new and novel ways to get validated improvements in the end-to- end information experience Provide input for model or guideline improvement Create and validate new models and guidelines @aames
  9. 9. Content Experience Modeling Workshop2017 STC Summit 9 IA in technical communication Concrete resultProduct-specific details + = We deliver consistent information architecture across a diversity of teams and products through a repeatable process that involves applying concrete data to abstract architectural models. Abstract model @aames
  10. 10. Content Experience Modeling Workshop2017 STC Summit 10 IA impact: On the client experience Our customersand probably yours, too! consistently request: Better retrievability Solution-oriented information A seamless information experience Good information architecture fulfills these requests by delivering: Retrievable information Consumable information Cohesive information based on a consistent mental model, especially across products Appropriate informationthat is, only the information our customers need, where and when they need it, for their particular business goals @aames
  11. 11. Content Experience Modeling Workshop2017 STC Summit 11 IA impact: On business strategy and success Effective information architecture contributes to: Product awareness, interest, and considerationthrough aligning all aspects of the information experience to ensure strong, visible, consistent messaging (does your technical information prove what your marketing information promises?) Mindsharethrough content that is ranked highly by search engines and information experiences that generate social capital (which also leads to awareness, interest, and considerationkey precursors to revenue opportunities) Sales and revenuethrough referrals from technical information and reuse in sales collateral Customer satisfaction by: Reducing time-to-value and speeding time-to-success Reducing total cost of ownership Reducing customer support calls @aames
  12. 12. Content Experience Modeling Workshop2017 STC Summit 12 Use Model Common scenarios that describe interactions between users and content Content Model Building blocks how we create content to make reusable, consistent assets Access Model Navigation, wayfinding, discovery, and retrieval how users find information Progressive disclosure Model for revealing only the content that users really need Navigation patterns Consistent structures for content retrieval based on user goals and tasks Content types Definitions and templates used to deliver consistent, complete content Taxonomy & metadata Classification schemes that help IBM manage and reuse its content and customers find it Tagging & labels Consistent labeling and tagging of content, by IBM and its clients Search Methods to ensure that content and structures are optimized for search Information Model Abstract model to which teams add unique offering details to create concrete, consistent IA + = Models in IA We use these architectural models: to help us define and apply: to deliver high-value content in an information experience that enables client [email protected]
  13. 13. Content Experience Modeling Workshop2017 STC Summit Process and pre-work @aames
  14. 14. Content Experience Modeling Workshop2017 STC Summit The information architecture process 14 design analyze develop deploy maintain plan Development plans User needs Business strategy Information & UX strategy Deep understanding of company and customers Scenarios Information requirements High-level architecture Inputs to information and quality plans Infrastructure and other requirements Detailed architecture Education Design validation and design iterations Additional plan inputs User validation data and analysis Draft of next-release IA User validation data and analysis Usage stats and trend analysis Customer feedback Issue resolution Further refined draft of next- release IA Usage stats and trend analysis Customer feedback Issue resolution Requirements for next release High-level IA for next release @aames
  15. 15. Content Experience Modeling Workshop2017 STC Summit 15 Identifying and prioritizing requirements Identifying requirements involves scientific research, followed by artful analysis. The process looks like this: 1. Gather business data 2. Gather client data 3. Gather the current content ecosystem 4. Gather history 5. Gather political landscape 6. Extract requirements from data 7. Prioritize requirements After completing this task, you will have: A deep, nuanced understanding of business strategy, market drivers, client needs, why things are the way they are, and what it will take to drive change in the current climate A list of business and user requirements for your information architecture to address >>> > > @aames
  16. 16. Content Experience Modeling Workshop2017 STC Summit 16 Where requirements come from Portfolio technical strategy Marketing Product management DevelopmentInformation team Manager Customers Corporate strategy Division Portfolio business strategy Information architect Interaction design Industry trends @aames
  17. 17. Content Experience Modeling Workshop2017 STC Summit 17 Developing scenarios Before you can define an architecture, you have to know what your users need: 1. Define your users 2. Define their goals, tasks, and motives 3. Identify the content that would be high- value to them After completing this task, you will have a collection of scenarios that define: Who your clients arebuyers, users, etc. What they already know What they need to know Why they need to know it >>> > > @aames
  18. 18. Content Experience Modeling Workshop2017 STC Summit Content Pre