The Freedom to Grow: How Standards in Communication Facilitate Our Industry, with Noz Urbina

Noz Urbina, Urbina ConsultingJanuary 16, 2014

The Freedom to GrowHow Standards in Communication

Facilitate Our Industry

Experience the DCL Difference

DCL blends years of conversion experience with cutting-edge technology and the infrastructure to make the process easy and efficient.

• World-Class Services• Leading-Edge Technology• Unparalleled Infrastructure• US-Based Management• Complex-Content Expertise• 24/7 Online Project Tracking• Automated Quality Control• Global Capabilities

Valuable Content Transformed

• Document Digitization• XML and HTML Conversion• eBook Production• Hosted Solutions• Big Data Automation• Conversion Management• Editorial Services• Harmonizer

We Serve a Very Broad Client Base . . .

. . . Spanning All Industries

• Aerospace• Associations• Defense• Distribution• Education• Financial • Government • Libraries • Life Sciences • Manufacturing• Medical • Museums

• Periodicals

• Professional• Publishing • Reference • Research • Societies • Software• STM• Technology• Telecommunicatio

ns• Universities • Utilities

• Content strategist and trainer

• Newly independent

• Co-author of “Content Strategy: Connecting the dots between business, brand and benefits”

• Translate between manager, user and tech

• Congility events chairperson

Me (Noz Urbina)

WHERE WE ARE

The Right List

• Right content• Right format• Right language• Right time

Multichannel

Reality

Generate

d

Augmented reality

Augmented reality

Augmented reality

Google Cards

Google Cards

SO WHAT DO WE DO ABOUT IT?

Standards, Consistency and Community

Standards 101

• Mandated– ISO 26262, S1000D, various medical/pharma, gambling and gaming

• Voluntary (both from official standards bodies and communities)

– HTML, XML, SVG, DITA, PDF, HTML Microformats…

– Technical Simplified English,

• De facto / market leader pseudo-standards

– PDF (pre 2008), Oracle and SQL Server

– MP3, QWERTY keyboards

– Word, AutoCAD, Photoshop

• Internal business rules– Your agreed and consistent way of implementing or using the above

@nozurbina Urbina Consulting

Standards enable sharing

Photo: Janoma.cl, JR98664

@nozurbina Urbina Consulting

Standards enable efficiency

Photo: Roger Wollstadt

@nozurbina Urbina Consulting

Standards free creativity

Photo: Eiriknewth

@nozurbina Urbina Consulting

Standards lower risk

Photo: Andarooo

@nozurbina Urbina Consulting

Standards build community

Photo: Noz Urbina

@nozurbina Urbina Consulting

Photo: Russavia

Standards Layer

Standards layer

StructuredContent Mark Up Unicode

XMLInformation Mapping

Minimalism

DITA TIN CAN

TSE

Agile

LEAN

RDF

HTML SVGeBoo

kPDF

L+TSISD

C

JSON

XMP

TC

XLIFF

MI

RSS

Apps

@nozurbina Urbina Consulting

Standards speak fast

Photo: NorthJoe

How we create meaning

We compare each individual situation…… with personal past experience…… by matching [patterns]Mental models• Semi-consciously selected, incomplete

images• What (we think) we understand of the world• How we face the world: Options? Solutions?

Confidence?Kai Weber, bit.ly/

kai_meaning

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina ConsultingPhoto: Noz Urbina

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina ConsultingPhoto: Noz

Urbina

Standards enable experience

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbina Consulting

Standards enable experience

Oops!Photo: Noz

Urbina

The bad side of standards

• How long should a resume be?

• As long as it needs to be to get the job done- Jack Molisani @lavacon

• Standards don’t get you out of:– Hard IA work and major

decisions– Understanding your users

and their (many) profiles– Measuring for performance

against their needs

WHAT’S STOPPING US?

Don Yang, 950s Raphael, 1510

Customer experience is 4D1. Length 2. Width3. Depth– “Drill down”– Progressive disclosure– Multi-asset relationships /

references– Search/Social

4. Time– Dynamic, real-time content– Audience/context-specific

content

12

3

6

9

We conceive content in 2D

1 2

3

4

Customer experience is 4D

3

42

“I want an answer now, please!”

(Oct 3, 2013. 14:45 pm)

Today’s content needs database-like

agility

1

Twitter in a 4D paradigm

• More metadata = more perspectives

ILTMagazin

e

Congility

2013

@tomspk

#elearning

@dfarb

Kindle adds social depth

Google Cards 4D

Standards and you

• By building a standard way of representing content, you get extensive benefits.

The Right List

• Right content• Right format• Right language• Right time

Standards help us get a head start so we can focus on the hard

stuff

Business Goals

User NeedsCS

Take-Aways

• Don't think about your year at the expense of your career

• We are responsible for the whole customer experience

• We have to collaborate

• Structuring content gives it agility

• You’re not making “it”, you’re making “them”

Congility 201418-20 June 2014, Gatwick, UK

2014 theme: “Driving revenue from across the enterprise”

2 conference days, 1 workshop day• Content strategy and UX• Structured content and IA• Digital / Mobile delivery• Component content management

Pre-registration open now (on our new mobile-friendly website!)

First-class international speakers

www.congility.com/2014

Brought to you by

Jeff Eaton

Leah GurenRahel Anne Bailie

Noz UrbinaKevin Nichols

Rhyne Armstrong

Marli Mesibov

THANK YOU!

@nozurbina / @thecsbookthecontentstrategybook.com

Q&A

Contact: Linda Morone CassolaSenior Vice President of Sales and Marketing

LCassola@dclab.com(P) 718-307-5728