Dungeons & Dragons for Marketing & TechComm

Contextualization & Molecular Content in the Information 4.0 World

Who is Toni Byrd-Ressaire?

• Route 11 Publications/Info4Design

• Cork Institute of Technology – Information Development & Design

• Strasbourg University – Adobe FrameMaker (2017 Release)

• Information 4.0 Consortium – co-founder

• Tech Writers Without Borders – co-founder

Why am I interested in AI, VR and chatbots?

Why am I interested in AI, VR and chatbots?

Why am I interested in AI, VR and chatbots?

Why am I interested in AI, VR and chatbots?

Dungeons & Dragons for Marketing & TechComm

Contextualization & Molecular Content in the Information 4.0 World

…and find out why millions of players worldwide have stepped into the boots of mighty heroes (and sneaky antiheroes) to create their own stories.

We must stop talking about creating user journeys, and focus on contextualizing molecular content so that users can create their own journeys.

mono dimensional vs multi-dimensional

Where we’re going today

How can we begin to develop a content delivery model that prepares us for future machine conversations?

• Context• Personas• Molecular content• Semantics• Mindmaps• Chatbot conversation building

example

In gaming, user journeys are called scenarios.

A series of personal experiences based on the evolving context of the user. A path of actions, choices.

• Players reach a goal • Journeys are unpredictable• Additional scenarios keep

things interesting or help the user along the way• Options/offerings• User chooses the journey• Designer does not decide how

player reaches the goal

How do you write content in an unpredictable environment?

Building blocks of intelligent content

Imagine the user journey…. usingpersonas, scenarios, and molecular content (with semantics)…all in response to context

Whatiscontext?

Whatiscontext?

Contextisnotstatic.

Whatiscontext?

Contextisnotstatic.It’sanobservationofaparticulartimespaceandintent:whatdoesuserwanttodo?

Whatiscontext?

How can we predict the next context?

AI:sensorswillknowelementsofeachperson’scontext–researchbyStephanSigg,Finland

http://www.stephansigg.de/stephan/projects.html

Industry sensors

Industry sensors

“Us” sensors

MOMO works by using several advanced sensors to monitor and interact with the user. For example, MOMO can recognize body temperature, blood pressure, heart rate, and respiratory rate and harness that data as its coaches its users to share their lives with others. Using tactile sensors, MOMO knows when it is being stroked or when users are nervous and clutching it tightly. MOMO can detect users emotional states using cues such as facial expression, vocal intonation, and word recognition.

https://www.jianilin.com/momo/

“Us” sensors

Body Stats• Blood pressure• Body temp• Heart rate• Respiratory rate

Emotion• 17% excited• 42% happy• 11% tension• 20% surprise• 10% upset

keywords• dinner• internship• POD• friends• NYC• Josh xumeng• boyfriend

Software example

• Expert• Novice• First-time user

Software example

• Expert• Novice• First-time user

• Writer• Developer• Project manager

Software example

Designing for context now…

• Some imagination (user journey/possible scenarios)• Defined personas• Information offerings

What’s a persona, and why should you care?

What’s a persona, and why should you care?

Asemi-fictionalcharacterthatrepresentsyouridealcustomer/user.Basedonmarketresearchandrealdataofexistingcustomers.

What’s a persona, and why should you care?

Asemi-fictionalcharacterthatrepresentsyouridealcustomer/user.Basedonmarketresearchandrealdataofexistingcustomers.

• Personalcharacteristics

• Age

• Job

• Behavior

• Interests

• Motivation

• Painpoints

• Triggers

What’s a persona, and why should you care?

Personashelpusbegintodefinethecontext.

What’s a persona, and why should you care?

Personashelpusbegintodefinethecontext.

Molecular Content

Molecular Content

Traditional content is linear.

Molecular Content

Traditional content is linear.

Molecular content is intended to be read by machines and delivered in multi-dimensional contexts.

Molecular Content

Traditional content is linear.

Molecular content is intended to be read by machines and delivered in multi-dimensional contexts.

Molecularcontentallowstheuseroramachinetoamalgamatecontenttofitaspecificcontext.

1

[Hello], Welcome to the edc demo

[Hello], Welcome to the edc demo .....................................................................................1I'm the edc bot. You can call me eddy.................................................................................4Let's customize the demo for you. Are you a writer, developer or project manager?.......4Project Manager ..................................................................................................................4Great. Let's start by adding contextualized help to edc. .....................................................4Great. Let's start by adding contextualized help to edc. .....................................................5Developer.............................................................................................................................5Writer...................................................................................................................................5Would you like to learn more about bricks before we start? .............................................5Would you like to learn more about bricks before we start? .............................................5yes ........................................................................................................................................5yes ........................................................................................................................................5no .........................................................................................................................................5Ok. Let's create a brick.........................................................................................................5About bricks .........................................................................................................................5About bricks .........................................................................................................................6In the left panel, right-click on the edc version, and then click Create a brick. ..................6First, you create a brick. ......................................................................................................6Notice the center panel opens to Parameters. ...................................................................6Let's give the brick a title. Let's call it Documentation Types. ............................................6Do you see Documentation Types in the left panel? ..........................................................6Type Go when you're ready to create a brick. ....................................................................6Type Go when you're ready to create a brick. ....................................................................6yes ........................................................................................................................................6no .........................................................................................................................................7Let's write contextual help for this screen element. ...........................................................7Now that we have a title, let's enter a description. ............................................................7I'll show you. ........................................................................................................................7I've highlighted Documentation Types in the left panel. ....................................................7Select a Brick Type. For contextual help, let's use ??? ........................................................7Next, let's add a Brick key. I'll add one for you, as well as the element name. ..................7You can add a screenshot as a Reference Image, just to make sure your team knows exactly what part of the UI needs contextual help. ............................................................7Click Create and Continue. ..................................................................................................8You've just created your first brick. Now, you or someone else can write contextual help for this UI. ............................................................................................................................8Do you want to write? .........................................................................................................8yes ........................................................................................................................................8no .........................................................................................................................................8Depending on your rights assignment, you may be able to publish contextual help. Do you want to see how publishing works? .............................................................................8

Anticipating the User Journey

• Possible scenes• Places• Situations• Where the user may go

Building conversations with users & bots

• Personas• Molecular content• Semantics• Mindmap• Context• Testing based on user response

Building a conversation…

Building blocks of intelligent content

Imagine the user journey…. usingpersonas, scenarios, and molecular content (with semantics)…all in response to context

Where to find me…

Linkedin: Toni Byrd RessaireTwitter: @ToniRessaireEmail: toni.ressaire@pub.inkPublishing Blog: pub.inkInfo 4.0 Blog: http://information4zero.org/blog4zero/

Partner in crime:Linkedin: Andy McDonald https://www.linkedin.com/in/andymcdonaldedc/