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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
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
Who Is Your Customer?Who Is Your Customer?
PollPoll
• Learn• Confirm existing knowledge• Practical, proven approach
What We’ll Be Exploring TodayWhat We’ll Be Exploring Today
Defining customer-driven content
Developing personas
Linking personas to the content
New content delivery capability and models
What is Customer-Driven Content?What is Customer-Driven Content?
Content InfrastructureContent Infrastructure
Revenue DriversRevenue Drivers
Return Business
Increased Purchase
Referrals
Feedback
Content InfrastructureContent Infrastructure
Lots of Content, Only One Set of EyesLots of Content, Only One Set of Eyes
The Power of Personas: A Face, a Name and a VoiceThe 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.”
TimSeller
“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.”
VickiU.S. Operator
Dr. FischerClinician
“The less you use the device, the less time you’re interested in investing in it.”
KaitoJapanese Operator
“I don’t have enough time to learn a new system. I need to work and making time to learn is hard.”
User Persona Snapshot User Persona Snapshot
“I’m okay with the start up documentation that I was given. It’s a little bit harder without a mentor.”
RonExperienced Designer
NaveenSystem Architect
JamesPCB Designer
EeshaNew 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.”
Understanding the User: How You Can LearnUnderstanding 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
User PersonasUser 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
User Scenarios 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
Task AnalysisTask Analysis
Clin
icia
ns O
pera
tor
s
Sys
tem
A
dmin
Bio
-med
Te
ch
Fie
ld
Ser
vice
Tra
ine
r Sup
portTask
— 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 • •
Cli
nic
ian
s
Op
erat
ors
Sy
ste
m A
dm
in
Bio
-med
Tec
h
Fie
ld S
ervi
ce
Trai
ner
Su
pp
ort
Sel
lers
Ap
pro
vers
Customer LifecycleCustomer Lifecycle
Lifecycle
X
X
Content: There’s lots of it and it’s messyContent: There’s lots of it and it’s messy
The Multiplier EffectThe Multiplier Effect
Page count: 400 Page count: 2,000 Page count: 8,000
PollPoll
• Working in MS Word• Using unstructured FrameMaker• Using an XML authoring tool• Using XML authoring and component content
management
To Manage – a Paradigm ShiftTo 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
Flexibility of Topics to Manage VariantsFlexibility of Topics to Manage Variants
VariationsOf Deliverables
Market SegmentsVariations in Customer
Profiles
Product Variations
Dynamic Publishing Business BenefitsDynamic 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?
Content InfrastructureContent Infrastructure
Process: Map It Process: Map It
Team: Who’s on the Bus?Team: Who’s on the Bus?
Continuous ImprovementContinuous Improvement
Focus on the User, the Rest FollowsFocus on the User, the Rest Follows
Defining customer-driven content
Developing personas
Linking personas to the content
New content delivery capability and models
SDL Discovery Day Process 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
Contact UsContact Us
Joan [email protected]
(650) 968-1220
http://cia.lr.com
www.LR.com
Chip [email protected]
(415) 378-3791
www.SDL.com
