OnrampMaking the case for author experience

@think_info

Rick Yagodich

17 years in the web

Founder of Excolo

Author of:

AUTHOR EXPERIENCE: bridging the gap between people and technology in content management

Twitter: @think_info

@think_info

What we will cover

Quiz?

For authors

For business For workflow

For end-users

What?

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The information superhighway…

Quiz?

For authors

For business For workflow

For end-users

What?

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The information superhighway…

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The information superhighway…

Destination: end-user experience

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The information superhighway…

But where do we get on? Where is the on-ramp?

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Quiz

Quiz?

For authors

For business For workflow

For end-users

Creating content for the end-user

experience

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Quiz

What is the purpose of a CMS?

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Quiz

What is the purpose of a CMS?

To be the butt of a bad joke?

There’s a reason they call it a

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Quiz

What is the purpose of a CMS?

The purpose of a content management system isto facilitate the human process

of managing the communication content lifecyclefrom creation, through use, to archiving

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Communication

Facilitate the human process of managing

content

For authors

For business For workflow

For end-users

Creating content for the end-user

experience

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Communication

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If there’s only one output, store in the output format, and input directly to that format too.

Communication

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To output to multiple channels, you need a translation layer, and adaptive-optimised storage.

Communication

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Adaptive-optimised storage is complex. A translation layer is needed to manage it cleanly.

Communication

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Author experience for authors

Facilitate the human process of managing

content

For business For workflow

For end-users

Creating content for the end-user

experience

For authors

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Author experience for authors

Defining author

An author is anyone who usesthe author environment

of the content management system

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Author experience for authors

Fit-for-purpose language

Constentdecoupling

Designpatterns

•Domain-modelled interface copy• Consistent

terminology• Consistent

paradigms

• Content only•No presentation•One context at a

time (by default)•No access to source

code

• Ease of learning; occasional use effort• Consistent

approaches•Domain-modelled

interface logic• Tools that help

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For authors

Author experience for the business

Facilitate the human process of managing

content

For workflow

For end-users

Creating content for the end-user

experience

For business

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Author experience for the business

Frustration erodes quality

Consistency and reuse

Multi-channel content

• Poor systems frustrate• Frustrated users pay

less attention•Distracted users

make mistakes

•No per-channel content• Content model

designed for repurosing

• The same message everywhere• Adaptive content• Contextual delivery

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For authors

Author experience for the business

Facilitate the human process of managing

content

For end-users

Creating content for the end-user

experience

For business For workflow

@think_info

Author experience for workflow

More than approvals

Domain-modelled process

Holisticsystems

• Work flows between content variants(SME, edited, segmented, etc)

• Modelled business processes

• Designed for the specific business’ needs

• Enhancing off-line processes

• The entire content ecosystem considered

• A model for different environment to communicate

Bridging commssilos

• Highly structured content

• Distributed authoring responsibility

• Repurposed content

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For authors

Author experience for the end-user

Facilitate the human process of managing

content

For workflow

Creating content for the end-user

experience

For business

For end-users

@think_info

Author experience for the end-user

Personalised &adaptive content

Any channel,any device

Contentconsistency

•Granular content adapts• Behaviour- and

context-based profiling•More intelligent

content delivery

• Reduction of page parity•Optimised journeys• Appropriate

interaction models• End-user choice

• All content everywhere (but different sized chunks)•No channel

penalties

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In summary

Facilitate the human process of managing

content

Creating content for the end-user

experience

For authors

For business For workflow

For end-users

@think_info

Author Experience

• Available 13 October 1014

• Published by XML Press

• Part of the Content Wrangler series on Content Strategy

• http://theAXbook.com/

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Questions?

Facilitate the human process of managing

content

Creating content for the end-user

experience

For authors

For business For workflow

For end-users

@think_info