cope content modelling for adaptive ux - noz urbina

@nozurbina Urbinaconsulting.com

COPE Content modelling

for adaptive, multi-channel UX slam-dunks

@nozurbina Urbinaconsulting.comUrbinaconsulting.com

Me (Noz Urbina)

Content strategist

Consultant/trainer

Author

Congility Chair

2014 Jun 18-20, UK

Newly independent!


Background

Big content sets

Cross-format — PDF, HTML, mobile (e)Learning, now prototyping augmented reality apps

Complex profile-specific delivery• 50+ profiled outputs from a single set of source

files


In the next 120 minutes…

The market & multichannel

COPE & UX

Modelling adaptive content


Why are we here?

“Overt selling has given way to problem solving.

Sweeping statements have given way to conversation-

like messages.”

— Robert Rose, chief strategist Content Marketing

Institute

Image: Moyan Brenn

http://www.flickr.com/photos/aigle_dore/


The Right List

• Right content

• Right format

• Right language

• Right time

Content strategy = the alignment of

people, platform and process to

advance organisational and user goals

Business Goals

User GoalsCS


Google Glass

Samsung Smartwatch

Smart TVs

The Challenge


http://cnnmon.ie/PE6CC1

http://bit.ly/OLb7cM

http://bit.ly/T1yYRE

Internet of Things


90% of participants

Google

http://bit.ly/ggl-multin


Phones were sold in pairs

We used to think point-to-point was a

good enough

It solved a problem and created new ones

Image: Jan-Hendrik Caspers

http://www.flickr.com/photos/96734916@N05/10203770586/sizes/h/in/photostream/


The public now touches metadata every day


"Aggregated metadata can

be more revealing than

content.“– J. Kirk Wiebe& Bill Binney

"Not looking at content...

sifting through metadata“

– Barak Obama


WE ARE REACHING A TIPPING POINT“Media are not just means of communication [they] mediate relationships”— Michael Lee Wesch, assoc. Prof, cultural anthropology, Kansas State


Don Yang, 950s

Raphael, 1510


We conceive content in 2D

1

2

3

4


Customer experience is 4D

1. Length

2. Width

3. 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

“I want an answer

now, please!”(Nov 14, 2013. 15:35 pm)

Today’s content needs

database-like agility


Google Cards


Google Cards 4D


Delta Fail


Your content gets worse simply by

inaction


WHAT’S COPE?

Besides the best acronym ever?


What’s COPE?

“Over the last year, NPR's total page view growth has increased by more than 80%. How did we get that much growth? Our API. The NPR API went live to the public in July 2008”1

“Through COPE, our systems have enabled incredible growth despite having a small staff and limited resources… any system that adheres to these principles… will see the benefits of content modularity and portability.”(emphasis added)

Image: Daniel Jacobson, NPR

http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/


What’s COPE?

“Over the last year, NPR's total page view growth has

increased by more than 80%. How did we get that much

growth? Our API. [API went public July 2008]”

— Zach Brand Sr Dir Technology NPR

Through COPE, our systems have enabled incredible growth

despite having a small staff and limited resources. Any

system that adheres to these principles… will see the

benefits of content modularity and portability.

— Daniel Jacobson, Director of App Development

NPR delivers to 800+ different output platforms


What’s COPE?

“COPE is really a combination of several other closely related sub-philosophies, including:

• Build content management systems (CMS), not web publishing tools (WPT)

• Separate content from display

• Ensure content modularity

• Ensure content portability”

— Daniel Jacobson, Director of App Development


IMAGINE…

“Imagine if your CMS was 3 tools…”


Automatic Conditional Delivery

Manage Serve &

Transform

Create components

Personalised content

Pro

file

A

Pro

file

B

Pro

file

C

Pro

file

D

Same content

Everyone

…with WPT/

processing

tools

…in CCMS

(XML )

…in structured

Authoring

Tool(s)

???

Multichannel delivery


SEMANTIC CONTENT MODELLINGMaking content adaptive


Traditional Content• Traditional content is marked with

semantics on the blob/block-level


Adaptive Content

• With semantics on at any level we

can deliver contextually-

appropriate experiences


Product Name

Main Product Image

SupplementaryProduct Images

Product Overview

Feature List

Tagline

Feature Details


Feature List

Images

ProductName

Description

Feature Detail


Appx

Brochure

Modelling template by the Rockley Group


EXERCISES

Who wants a Roomba?

http://www.irobot.com/global/en/store/store_products.aspx?id=794

http://www.irobot.com/global/en/store/store_products.aspx?id=794


Organisational goal

Increase revenue by selling Roombas

(cash cow) and Sooba (new market +

cross-sell)


Exercise: Personas

To get you started:

1. Online shopper

2. In-store sales assistant

3. In-store shopper

Shoppers have different ages and attitudes towards the product.


Exercise: Scenarios

Shoot for the 80%, not the 20.


Exercise: Taxonomy

Personas

Content devices

3 levels of IA

Information products types

Assemblies types

Module types

• (At least one non-website!)


Exercise: Content Models

Assemblies and components in detail


WORK WORK WORK…

Email me at [email protected] or USB sticks

mailto:[email protected]


Structural definition

of an info type:

“event”

By having established

clear semantics,

modules and/or

“pages” can be built up

from some or all of the

structured source.

Rahel Anne Bailie’s “Flow”

diagram using a CMS form

http://intentionaldesign.ca/


Now we just need a server…

• Right content

• Right format

• Right language

• Right time

Business Goals

User GoalsCS


STANDARDS


Standards help us share

Photo: Janoma.cl, JR98664

http://www.flickr.com/photos/janoma/5158794642/

http://en.wikipedia.org/wiki/File:USB.png


Standards enable efficiency

Photo: Roger Wollstadt

http://www.flickr.com/people/24736216@N07


Standards free creativity

Photo: Eiriknewth

http://www.flickr.com/photos/eiriknewth/238685330/


Standards speak fast

Photo: NorthJoe

http://www.flickr.com/photos/joenorth/2531774920/sizes/o/in/photostream


Standards enable experience

Photo: Noz Urbina

@nozurbina Urbinaconsulting.comUrbinaconsulting.comPhoto: Noz Urbina




Photo: Noz Urbina


Standards lower risk

Photo: Andarooo

http://www.flickr.com/photos/androoo/2051481849/


Standards build community

Photo: Noz Urbina


THANK YOU — Q&A

Congility 2014

congility.com/2014

Urbinaconsulting.com/blog

@nozurbina

The CS Bookthecontentstrategybook.com

We

have

copies

here

2014 Jun 18-20, UK

http://www.congility.com/2014

http://www.thecontentstrategybook.com/