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22 January 2010 Content as an Asset The Journey to DITA and Multichannel Publishing Chona E. Shumate
Content as an AssetThe Journey to DITA and Multichannel PublishingChona E. Shumate
22 January 2010
Content as an Asset: The Journey in Getting There
• Before DITA– Creating the Vision and Roadmap– Beginning with the Content itself– Re-Use– Process– Usability – the New Generation User– Quantifying Value
• Implementing XML/DITA/CCM– Ready for Investment!– New Tools: The Opportunities Realized– Branding
• Future Steps– Keeping Innovation Alive– The Next Frontier
Presenter
Presentation Notes
Caveat: This is our story. Not every decision and outcome I discuss will work for your environment. We had demanding business drivers that propelled us forward. Many decisions were made through discovery and confirmed through process and metrics. But we did it ourselves.
22 January 2010
Creating the Vision and Roadmap
• Motivated through demanding business drivers
• Creating value with your information • Learned value is perceived when
– meaningful objectives are understood and met
– the spheres of influence expand– your content is considered integral to
the company product– you recognize and respond to new user
preferences • Our deliverables had to become a
differentiator!
We used those value characteristics to plan for what our information needed to do and how were to get there – essentially, we built a Roadmap
Presenter
Presentation Notes
Rethinking how we produced, organized, and delivered information through demanding business drivers: Operational efficiency Customer satisfaction Reduced staff to 50% We learned early on that you have to create value with your information Value is perceived when meaningful objectives are understood and are met the spheres of influence expand your content is considered integral to the company product We used those value characteristics to plan for what our information needed to do and how were to get there – essentially, we built a Roadmap: Envisioned how users would use our information to gain value for themselves, our customers, the company Brainstormed on what it should look like, how will it behave, how will it be delivered Staged that roadmap with milestones and progressive complexity Determined what skills, tools, processes are required to get there Measured to keep on track Shifted emphasis to the new generation user Recognized an new, emerging audience More personalized to be more global-centric (ESL) Created multiple paths to information Providing more options to different users Our deliverables had to ultimately become a differentiator Leveraged onboard talent to get “out there” and be more than just content
22 January 2010
Began with the content itself . . .
• Cleaning up your content comes first• Developed a strategy to overhaul content:
1. Scrub, minimize, simplify, and be consistent2. Reshape, resize the content3. Re-use4. Apply process and standards
22 January 2010
Scrub, Minimize, Simplify
• Started with the textual elements• Scrubbed data for redundancy• Minimized• Simplified “to the edge”
We edited, edited, edited and edited some more . . . we were tyrannical with consistency!
Presenter
Presentation Notes
Started with the textual elements: visuals, sentence structure, style, consistency Scrubbed data for redundancy – offers one of the biggest returns on investment Minimize: Streamlined verbiage, targeted the global audience, tested our content on ESL users with “before and after” scenarios Simplified “to the edge” Associated all information with an objective for the user and only incorporate information for a purpose Applied style based on information type not by writer preference We edited, edited, edited and edited some more . . . we were tyrannical with consistency Know your content.
22 January 2010
Reshape, Resize Content to Match Product Development Cycles
• Needed to respond with the same characteristics of our engineering development: – fast paced– high volume– rapid rate of change
• Used a slightly different schema than DITA– Topics: platform, model, and module– Info types: theory, procedure, and art
• Adopted two basic rules: – limit a file to one info type– apply a file structure that sequences file elements,
much like DITA does today
Reshape
Resize
Categorize
Rename by Type
Associate with Other Content
Restructure Content
Presenter
Presentation Notes
Development cycles are fast paced, high volume with a rapid rate of change. We had to respond to be able to in kind Content had to be better organized before it could effectively be manipulated Prior to DITA, we adopted “info types and topics” Using a slightly different schema, we had Topics: platform, model, and module Info types: theory, procedure, and art Separated 1,000’s of files into these categories - moved us to closer to modularization File names were assigned based these info types. Once files were categorized and grouped by info type/topic, we focused on structure of content for each info type Adopted two basic rules: limit a file to only one info type apply a file structure that sequences file elements - much like DITA does today Associated info types with related information of different info types – linking.
22 January 2010
Re-Use
• Next logical step: single sourcing and repurposing
• Streamlined 27 product variations sourced from one set of files
=
Presenter
Presentation Notes
Once data was sized to keep up with product development, we adopted the next logical step of using the same data across similar products or purposes: single sourcing and repurposing We streamlined our files from 27 different product variations sourced from one basic set of files, using condition tagging, defined info types
22 January 2010
Apply Process and Standards
Process • absolute key to quality, productivity• saves time and resources, learning curves• enables predictability: forecasting, scheduling, resource
loading• can measure your data’s value and cost
ProcessStandards Quality+ =
Presenter
Presentation Notes
Needed to optimize this clean data Organized, categorized, named, and structured data evolves easily into standards Standards must be defined to apply process Successful in adding our content as a requisite deliverable for all products – now tied to the engineering development process
22 January 2010
Usability• Not to be underestimated• Learned a lesson in understanding the
relationship of format to usability• Fell into the “Pee Wee Herman” style of
design• Shifted emphasis to the “new generation
user”
Lesson: Users just want to get specific information quickly
Presenter
Presentation Notes
Learned a lesson in understanding the relationship of format to usability Discovered a danger when clean chunks data can be easily manipulated, converted, repurposed Sucked into the “Pee Wee Herman” style of design Information was crammed into a visual overload of screen features We learned that our field techs didn’t care about color or design, layout, and links to everything everywhere They just wanted to get specific information quickly Our user profiles were changing; we needed to provide more options for a younger, more electronic-savvy demographic. A little later in the presentation I’ll explain how we responded to this challenge. But a question remained: how do we know when we meet user satisfaction?
22 January 2010
• All organizations have to prove their value and justify their cost
• The only way to associate value with documentation with integrity is with metrics
• Quality, measurement, value are all part of a cyclical relationship
– Assets have a recognized value– A desired level of value for documentation needs to convey
quality – Quality must be measured to determine that level of value;
i.e. value of the asset
Quantifying Value: Quality and Measurement“If you can’t measure it, then it can’t be real”
Presenter
Presentation Notes
All organizations have to prove their value and justify their cost We learned we had to determine what our users wanted and figure out how to measure if successful tie the value of our output to the value of our company’s product The only way to associate value with documentation with integrity is with metrics Started out with productivity metrics Added quality metrics Collected anecdotal praise from customers – we had data! But, companies can’t use anecdotal data Quality, measurement, value are all part of a cyclical relationship: Assets have a recognized value To ensure a desired level of value for documentation, it needs to convey quality In turn, quality must be measured to determine that level of value; i.e. value of the asset.
22 January 2010
Early Measurements Told the Story
• Encountered problems:– no data on the user’s experience and their perceived value of our docs– a tedious process to compile any data– more importantly, the connection of our documentation’s worth to the
company product was not made• Discovered time sinks, and error-prone, manual processes• We had to mitigate these issues to be an integral to the company
product value
Presenter
Presentation Notes
Learned that the data we had posed a couple of problems: It didn’t answer to the user’s experience and their perceived value of our docs It was a tedious manual process to compile this data The connection of our documentation’s worth to the company product was not made Our content was a required deliverable, but not fully recognized as integral to the product value Our early tools highlighted where our time sinks were, where mistakes were being made through manual, error-prone processes, such as: Manual conditional tagging Tracking info types and topics Production process for output Collecting and leveraging feedback data Delivery of content to users We would never be considered integral to the company product value if we couldn’t mitigate these issues
22 January 2010
Investment – Ready for the Big Guns
• Reached a low threshold of efficiency
• Current tools required manual processes
• A cycle of predictable human error and costly output
• Needed to leverage user feedback• It was time to invest in some
serious tools
22 January 2010
New Tools: The Opportunities Realized
• The move to the Big 3: XML/DITA/CCM• Our new tools resulted in better processes, data with
integrity, and a closer connection to our users– User Feedback System– Replication process for updating content on field laptops– Redesigned website – Content Management System– XML Authoring Tool– Automated technical reviewer tool
Presenter
Presentation Notes
The move to the Big 3: XML/DITA/CCM Ready to migrate and convert our data to the DITA standard Tackled the process as an integrated effort: Apply a new source format of XML Adopt the DITA standard Transitioning from file/network environment to a database-driven system Our new tools resulted in better processes, data with integrity, and a closer connection to our users Metrics: proving operational efficiency Production/publication processes from days to minutes Producing same output, meeting all program commitments and deliverables with 50% of staff Provide transparency metrics Consolidated schedule, workflow, productivity, project status from same push-button reporting tool New tools we developed: User Feedback Form and Feedback Data Collection Replication tool for updating docs on field laptops eLibrary interface redesigned based on usability studies Content Management System XML Authoring Tool Automated technical reviewing routing tool
22 January 2010
User Feedback Form
Presenter
Presentation Notes
We first focused on a tool to accurately collect and report user feedback Made the data transparent to all users so they could track status of their feedback Applied a Level 4 and 5 maturity characteristic We questioned long-standing methods and process and eliminated non-value-add steps As the quality of our output improved, we improved our reputation We backed up this new reputation with feedback metrics
22 January 2010
Replication tool for updating docs on field laptops
Presenter
Presentation Notes
Worked with IT to develop a tool that field techs could use to download the latest updates Made it efficient by only downloading what’s new/different Worked with field mgrs to ensure FSEs replicated weekly to avoid long download times Allowed FSEs to keep docs current on their laptop without being connected to home base
22 January 2010
eLibrary Interface Redesign
• Re-configured content for multiple paths and user preferences
• Visually-driven
• Task-based
• Delta summaries
• TOC-based
• Consolidated topic in printable form
• Search-based
Presenter
Presentation Notes
Conducted 3 usability studies with our field techs world-wide Asked them to Categorize their grief Prioritize Submit preferences and wish lists Distributed sample test sites with options Compiled feedback and went with the majority Published that feedback Gained further respect and buy-in to the new design Shifted emphasis to the new generation user We had a new, emerging audience who needed a more global-centric approach We provided multiple paths to the content Visually-driven to navigate via graphical elements For our tasked-based users, we provide an consolidated list of just procedures A “TOC-like” nav pane for our users who like to scroll through topics, pick and choose Some of our users want to know what’s different, so we provided summaries of changes The “old schoolers” wanted their 8.5 x 11 PDF, book format, consolidated, serial, and printable And of course, our googlers, who insist on search tools to locate information they need. Our tools allowed us to generate all these different formats and preferences from the same content!
22 January 2010
Content Management System
Content Management System CMS
Workflow
(27) RepositoryHardware &
licenses$14K
HTML$21K
Included in 135 K bid
Current systemFramemaker
(5) Adapter tool$7K*
(10) XML Editor(Xmetal)
$6.3K for 7 seats
Client review tool
Review server application
Review & Approval
xMetal
(3) CMS adapter
$7K*
DITA open tool kitOpen source
HTML
PDF(4) CMS adapter
$7K*
(9) Antenna HouseFormatter
$5K s/w service
E-library
Agile
?
?
?
Rendering
(24) FO Transform
(Cymer custom)($21K service)
(25) XSLT transform
(Cymer custom)$21K
Service to configure, migrate or any other service
(not included in bid)
(1),(2), (6), (7), (8) $ 62650*
(discounted from 120K
(11) Installation service$40K
25 days
(21) Workflow configuration $25K (est..)
(23) Migration of current file into the
new system$25K
Third party
??
(20) Upfront req, to be processes, product selection consulting
$50K
(22) Review and markup software and
implementation services$15K s/w
$30K SVLS set up??? integration
CMS / XML technical publication
* discounted price 30%
Outsource or in house
Phase 2
Potentially optional
Cymer Inc, CMS architecture diagram – rev A 10/13/2006
Multichannel Publishing!
Presenter
Presentation Notes
Reaching a threshold of efficiency, we had to transition to database-driven processes Researched tools and standards and realized our architecture modular, single sourcing “info types and topics” was almost identical to DITA in concept With data-proven need, the team was funded a CCM This was an easy transition with an immediate, huge return Achieved a milestone with pushing our single-sourcing and repurposing to multichannel publishing to different formats for different purposes/audiences Metrics went off the chart with production cycles reduced from days to minutes, errors minimized, Diverted saved production hours to architectural development Format options became available at a push button For our users, we were able to provide many more options to retrieve content quickly, but based on individual preference
22 January 2010
Production Process
Topic for Production
Source Files
Generic
Generic
Generic
Generic
Copy files XLA-540i Control System Topic
Model/Customer
Model/Customer
Model/Customer
Model/Customer
Filter
PDF
HTML
Manual Processes2 days per topic
Post to Cymer Source
Rework (production errors)
Post to Cymer Source
CMS/Oracle Database
Publish Button
HTML
PDF
XLA-540i Control System Topic
CMS Automated Publishing Process2 hours per topic
Filteredby CMS
Former Architecture
With XML/DITA/CCM
XML Authoring
Presenter
Presentation Notes
With DITA, we moved to XML based docs and an enforced structure Using style sheets and FOs for output design eliminated manual processing Content became more fluid and re-using it cross-functionally wasn’t a monumental task Optimized re-use for: Training Mfg Engineering
22 January 2010
Automated technical reviewing routing tool
• Puts accountability in the technical review process• Promotes collaboration between writer and reviewer
and among reviewers• Ties the REs to the quality of the document• Auto-generates reports on review cycle times
(metrics)
Presenter
Presentation Notes
New technical reviewing tool helped put accountability of RE reviews in the technical review process Generates routing information to show who’s reviewed what, when and escalates to manager with no response Promotes collaboration not only between writer and reviewer but among/between reviewers Ties the REs to the quality of the document Auto-generates reports on review cycle times
22 January 2010
Branding
• Assets are recognized by unique name• Branding differentiates• When a brand name is used to distinguish among
similar products, it is successful
Take care of your branded product – if quality fails, the name will forever be associated with it
Presenter
Presentation Notes
Assets are known by a recognized, unique name Branding differentiates When a brand name is used to distinguish among similar products, it is successful Documentation vs. eLibrary The term “eLibrary” is known and used by most everyone in our company Take care of your branded product – if quality fails, the name will forever be associated with it
22 January 2010
Keep Innovation Alive
• Careful with success – you set expectations!
• Assets depreciate over time – same is true with documentation
• Innovation adds the potential of quality to your products
• Your user preferences change with time
Presenter
Presentation Notes
Careful with success – you set expectations! Innovation adds an intriguing potential of quality to your products All assets “depreciate” over time – same is true with documentation Think of the increased pressure your users have to continue to optimize their product service improve customer satisfaction create a positive experience for repeat business Documentation has the same pressure to uphold. User profiles change over time
22 January 2010
Next Frontier: Dynamic Content Delivery
• Documentation needs revitalizing, refreshing but with increased functionality and purpose
• Our next frontier is dynamic content delivery– One stop shopping to integrate the user
experience– Bi-directional use and learning– Pursue more options for the “new generation
user”– Visually-driven content for the global user
22 January 2010
The Making of an Asset: Content
• Overhauled not only the content, but its structure and capabilities
• Realized value is quantified through measurement, process, and standards
• Recognized audiences change and required us to adapt• Invested and optimized our talent and tools• Recognized the responsibility to tie our content to the value of
our company products• Branded a name for our content• Can’t allow our content to depreciate and become stale• Key strategy is our roadmap: keeps us focused, on track, and
motivated KEY: Our content is now perceived as an integral part of the
customer solution.
Presenter
Presentation Notes
We had to overhaul not only the content, but its structure and capabilities Realized value isn’t always assumed – it is earned and quantified through measurement, process, and standards Recognized audiences change and we have to adapt to a new generation of users To reach beyond the norm, you have to invest and optimize your talent and tools. You want big results, you have to make significant investments. We also recognized the opportunity . . . actually, the responsibility to make strong ties of our documentation to the value of our company products. Through our efforts, we made a name for ourselves, and our content has a name that now reverberates through the company. Most importantly, we can’t allow our content to depreciate and become stale. We don’t get comfortable. We learned that one of our most strategic tools is our roadmap. We knew where we were going and how we were going to get there. It kept us focused, on track, and motivated. Our content is perceived as an integral part of the customer solution.
