Content Experience Modeling: Designing Customer Value and Consistency

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Full-day workshop presented at 2104 STC Summit Are you working with many products, large content sets, many audiences, or broad business requirements? Are you finding it difficult to create a content experience to your customers that is consistent and enables logical, meaningful content access? And do you strive to deliver high value and delight? In addition, do you need to develop robust content experiences that stand the test of time, even if the visual presentation and templates must change with marketplace trends? Models enable you to design and implement a valuable experience for your customers, consistently, across products, authors, audiences, and time – even in a very large enterprise. In this workshop, we’ll work through the modeling process, and you will leave with the hands-on experience of developing a use model, a content model, and an access model. In this workshop, we will discuss why modeling is important and describe the process, including prerequisite input to ensure high-quality, valid models. Then we will walk through a concrete exercise to develop use, content, and access models for a fictional company, taking the business situation, audience, and likely product-use into account. Finally we’ll discuss approaches for applying the models, and you will try your hand at implementing a release-specific architecture based on the models. Handouts: #1 Requirements worksheet: #2 Scenario worksheet: #3 Design worksheet: #4 Information Use Model worksheet: #5 Content Model worksheet: #6 Access Model worksheet:

Text of Content Experience Modeling: Designing Customer Value and Consistency

  • Content Experience Modeling Workshop2014 STC Summit Content Experience Modeling Designing Customer Value and Consistency Andrea L. Ames, IBM @aames Senior Technical Staff Member & Enterprise Content Experience Strategist/Architect/Designer 18 May 2014 Phoenix, AZ Much of the material in this deck developed in partnership with Alyson Riley and used with permission @aames
  • Content Experience Modeling Workshop2014 STC Summit 2 About Andrea Technical communicator since 1983 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 on corporate Enterprise Content and eSupport Services team in IBM Chief Information Office (CIO) UCSC in Silicon Valley certificate coordinator and instructor STC Fellow, past president (2004-05), former member of Board of Directors (1998-2006), and Intercom columnist (with Alyson Riley) of The Strategic IA ACM Distinguished Engineer
  • Content Experience Modeling Workshop2014 STC Summit Agenda Morning Workshop introduction Level set Process and pre-work Afternoon Developing and applying models 3
  • Content Experience Modeling Workshop2014 STC Summit Setting the scene for the workshop Experiential through exercises The project is merely the bagel on which to deliver the cream-cheesy goodness of the modeling concepts 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
  • Content Experience Modeling Workshop2014 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!
  • Content Experience Modeling Workshop2014 STC Summit Level set: Information architecture, content experience, etc. IBM Corporation 2013. All Rights Reserved@aames
  • Content Experience Modeling Workshop2014 STC Summit A rose by any other name Information strategy Content strategy Content experience strategy Information architecture Content architecture Content experience architecture Information design Content design Content experience design 7
  • Content Experience Modeling Workshop2014 STC Summit 8 Information architecture: A simple definition Information architecture is about designing high-value content delivered in an effective content experience that enables client success.
  • Content Experience Modeling Workshop2014 STC Summit 9 High value content High-value content is content that: Speaks directly to client/buyer business and user technical goals Includes only the tasks necessary to achieve those goals Aids the client in making decisions or applying concepts in their own situations Is technically rich in the sense that it includes validated real-world samples, examples, best practices, and lessons learned High value content does not: Focus on manipulating elements of a user interface (those things that everyone knows by now, such as "Type your name in the name field") Describe tasks that can't be mapped to a meaningful goal or objective Describe what to do without explaining how to do it Describe how to do it without explaining why to do it
  • Content Experience Modeling Workshop2014 STC Summit Message Motivation Form/format Layout Where When Organization Structure Users: The center of the content experience Bring their perceptions and judgments Access the target of their motivationcontent through layers of experience If well designed, enable user-content interaction If poorly designed, inhibit user-content interaction Effective content experience 10
  • Content Experience Modeling Workshop2014 STC Summit 11 Information architecture: 2 scopes Strategic IA 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
  • Content Experience Modeling Workshop2014 STC Summit 12 IA in the organization Group Divisio n Portfolio Product Division Division Portfolio Portfolio Product Company Tech docs Support Marketing Engineering Etc. total information experience Group Divisio n Portfolio Product Division Division Portfolio Portfolio Product tactical IA
  • Content Experience Modeling Workshop2014 STC Summit 13 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
  • Content Experience Modeling Workshop2014 STC Summit 14 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
  • Content Experience Modeling Workshop2014 STC Summit 15 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
  • Content Experience Modeling Workshop2014 STC Summit 16 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 success.
  • Content Experience Modeling Workshop2014 STC Summit Process and pre-work IBM C