how to get started with a cross functional approach to content management - the complete project...

Prepared by © 2008 Lasselle-Ramsay

Presented by

Prepared for © 2009 Lasselle-Ramsay

How to Get Started with a Cross Functional Approach to

Content Management – The Complete Project Lifecycle

How to Get Started with a Cross Functional Approach to

Content Management – The Complete Project Lifecycle

Presenters from Lasselle-Ramsay

Joan Lasselle, Tom Voltz, and

Jana Humphreys

Welcome!Welcome!

• Today’s event is being recorded – link available in follow-up email

• Use Q&A panel to submit questions for Q&A session• Full screen view available for slides• Polling panel

Our PresentersOur Presenters

Joan LassellePresident

Jana HumphreysDirector of Operations

Tom VoltzTechnology Manager

www.LR.com

Lasselle-Ramsay Industry ExpertiseLasselle-Ramsay Industry Expertise

26 years supporting global 2000 clients with their content infrastructure

Where Are You?Where Are You?

What We HeardWhat We Heard

• 73% had opportunities for reuse• 44% said information is being developed that is not

being used• 54% said customers have a fragmented experience of

your company• 49% said they had difficulty keeping content up to date

Poll – Where are you?Poll – Where are you?

Our content management initiative is driven more by technology than business strategy.

My company does not work cross functionally to develop content.

Our company does not distribute metrics on how much the content is being used (e.g., most used, never used).

My company does not have a defined customer lifecycle that all content developers share.

Which of the following statements apply to your company? Check all that apply.

Today’s PresentationToday’s Presentation

• Part One - Business case (Joan Lasselle)• Part Two - Case study (Jana Humphreys)• Part Three - Best practices (Tom Voltz)

Building the Business CaseBuilding the Business Case

• Defining the what• Determining the ROI• Map the strategy• Define and communicate the roadmap• Create an action plan

Defining the WhatDefining the What

• What are the results you are trying to achieve? – Link to highest-level business objectives

– Identify problems to solve

– Find opportunities for innovation

– Look cross-functionally beyond traditional tech docs

• Is structured content part of the answer?

Determining the ROIDetermining the ROI

• Steps in building the ROI– Build a worksheet to collect

data

– Develop operational scenarios

– Determine cost factors

– Create the financial model

• Why use an ROI model?– Shorten decision time

– Establish success criteria

– Understand payback

– Defend decisions

Map The StrategyMap The Strategy

• Start with the organizational growth• Look at process and technology• Determine what the customer will experience• Determine financial goals: revenue growth, cost cutting

Define and CommunicateDefine and Communicate

Create an Action PlanCreate an Action Plan

Q1 Q2 Q3 Q4

Customer • Audience analysis and profile

• Task analysis• Use cases• Personas

• Prepare user scenarios

• Identify customer sat measures and process

Content • Audit Current/Potential Content

• Map content to customer lifecycle

• Develop content model

• Validate content model

Technology • Requirements gathering

• Vendor evaluation and selection

Process • Map current process

• Map future process • Project plan for pilot

Team • Identify resources • Evaluate skill sets

• Develop communication andtraining strategy

• Complete prerequisite training

Objective Complete detailed personas

Measure Validated use cases for each persona Target 2nd Quarter

Initiative Customer

Structured Content – A Business Strategy, Not A TechnologyStructured Content – A Business Strategy, Not A Technology

• Found opportunities for optimization– Customers

– Content

– Technology

– Process

– Team

Medical Device ManufacturerThe ChallengeMedical Device ManufacturerThe Challenge

• Customer - Critical content not getting to right users

• Content Assessment - 600 page User Guide and other

documentation in MS Word • Content Development Process

– Redundant content developed by multiple departments

– Translation in 14 languages, redundant translation

– Redundant content was translated each time

• Technology– Formatting text for each language was costly

– Version control was essential for FDA requirements

Case Study – Customer AnalysisCase Study – Customer Analysis

External Customer Personas

Case Study – Customer AnalysisCase Study – Customer Analysis

Internal Customer Personas

Case Study – Conducted Task AnalysisCase Study – Conducted Task Analysis

Task — 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

era

tors

Sy

ste

m A

dm

in

Bio

-me

d T

ec

h

Fie

ld S

erv

ice

Tra

ine

r

Su

pp

ort

Se

lle

rs

Ap

pro

ve

rs

Operator

Case Study:Developed User Scenarios Case Study:Developed User Scenarios

Vicki

Content Assessment Content Assessment

Case Study – Completed Content AuditCase Study – Completed Content Audit

• Inventoried publications and learning components for existing products

• Analyzed product requirements and engineering information for future product

Case Study – Mapped Content to Customer LifecycleCase Study – Mapped Content to Customer Lifecycle

Case Study – Found Opportunities to ReuseCase Study – Found Opportunities to Reuse

Case Study – Found Opportunities to ReduceCase Study – Found Opportunities to Reduce

Case Study – Mapped Content to Customer LifecycleCase Study – Mapped Content to Customer Lifecycle

Deliverables

Quick guide •User reference • • • • •DFU submission •Online help system • • •Interactive tutorials & simulations • • • • • •Intravascular ultrasound image guide • • •Training guide for sales •Training guide for trainers (and champions) •Installation guide • • •System admin guide •Support and resources Web site • • • • • •Service manual for customers •Field service manual •Field service Web site • • •

Cli

nic

ian

s

Op

erat

ors

Sys

tem

Ad

min

Bio

-med

Tec

h

Fie

ld S

ervi

ce

Tra

iner

s,

Ch

amp

ion

s

Su

pp

ort

Ap

pro

vers

Sel

lers

Case Study – Reuse ExampleCase Study – Reuse Example

Case Study – Developed Content ModelCase Study – Developed Content Model

• Identified content functions (background, procedure, troubleshooting)

• Identified content rules for each publication• Identified content elements (specific topics and

procedures and troubleshooting tips)• Validated content elements

Case Study Content Assessment Deliverable – Content MatrixCase Study Content Assessment Deliverable – Content Matrix

Content Element Function User Manual Setup Guide Service Manual

01. USING THE DEVICE Section

01A. Workflow Subject

General Workflow Statement Include

Alternate paths to workflow Statement Include

01B. System Setup Subject

Component descriptions Statement Include Include Include

To connect the motor Action Include Include Include

To connect the accessory Action Include Include Include

To connect the controller Action Include Include Include

To turn on the system Action Include Include Include

Caution: Power up sequence Alert Include Include Include

Warning: Accessory usage Alert Include Include

01C. Starting a Case Subject

To log in Action Include Include

To enter case data Action Include Include

Case Study – Implemented Technology Case Study – Implemented Technology

• Put legacy content under version control • Converted legacy content• Created DITA maps for each deliverable • Developed DITA content elements using XMetaL• Used XML content management repository• Customized XSL transformation process

Case Study - Content Development ProcessCase Study - Content Development Process

• Built what was needed when it was needed• Prepared style guide • Prototyped output• Defined ownership

– Cross-functional development

– More granular

• Established review processes• Planned for localization

Case Study – Workflow ExampleCase Study – Workflow Example

Case Study – Educated the TeamCase Study – Educated the Team

Case Study Results – Published to Multiple Outputs & LanguagesCase Study Results – Published to Multiple Outputs & Languages

Quick Reference Materials

Localized Content Users Guide

Case Study ResultsCase Study Results

• Customized content to meet diverse audience needs• Reuse of content across multiple deliverables• Reuse of content through product development lifecycle • Version control – Check in/out for all content elements• Changes mapped to software change request tool,

comments included in XML

Poll – TechnologyPoll – Technology

Our company is in a structured CMS (XML) environment. We produce content in multiple outputs (PDF, HTML.) We produce content in multiple languages. Our company does not track the use of our content.

Which of the following statements apply to your company? Check all that apply

Best Practices – Business CaseBest Practices – Business Case

• Business strategy before technology• Key stakeholders believe in it• Share the Roadmap• ROI is highest when the benefits of span multiple

functional areas

Best Practices – Modeling the Customer Best Practices – Modeling the Customer

• Build a explicit lifecycle model• Invest in developing robust personas• Don’t assume you know your customers

Opportunities for Content OptimizationOpportunities for Content Optimization

• Reduce• Reuse• Innovate

Define Technology for OptimizationDefine Technology for Optimization

• CMS requirements• XML structures (DITA, DTD, specialization)• Templates for authors• Output technology• Authoring environment

Optimize Content Development ProcessOptimize Content Development Process

• Cross-functional leadership• Style guides• Ownership (more granular)• Workflow changes• Prototype output• Localization plan

Essential Steps for Team OptimizationEssential Steps for Team Optimization

• Change management• Shared content challenges• Focused hands-on training

Best Practices – Outsource One Time SpikesBest Practices – Outsource One Time Spikes

Develop Internal Expertise• Stylesheet maintenance

and development• Build topic-based

structured writing skills• Develop internal DITA

“gurus”• Define Customer

Lifecycle(s)

Use External Expertise• Personas • Content Audit / IA

analysis• Initial stylesheet

customization• Legacy content

conversion• CMS implementation and

customization

Where Are You?Where Are You?

Beyond the Book and the Class - Using DITA for Training & SupportBeyond the Book and the Class - Using DITA for Training & Support

Cart Features

© 2005 Boston Scientific or its affiliates. All rights reserved. 12

Tuesday, February 10, 2009

Questions and Next StepsQuestions and Next Steps

www.lr.comJoan.Lasselle@lr.com

Jana.Humphreys@lr.com

Tom.Voltz@lr.com

www.justsystems.com

sales@justsystems.com

1-866-793-1542