why what how information experience - brenda horowitz
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Why What How Information Experience - Brenda HorowitzTRANSCRIPT
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WHY
Brenda Horowitz
Bringing Content Development and User Experience Together
October 23, 2014
WHAT HOW
The of Information Experience
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© 2014 Citrix. Confidential. 2
WHY are you in this session? WHAT do you want to know?
HOW can I help you?
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WHY create this content?
WHAT are our goals?
HOW is work organized?
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Tech Pubs = Good
15
50 21 million
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“”
Do the best you can until you know better.
Then when you know better, do better.
Maya Angelou
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WHY change our approach?
WHAT role should we play?
HOW do we impact the user experience?
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“”
The most exciting thing I heard you guys talk about
was Experience.
IT Director Construction Industry
It’s something that’s incredibly hard to do. But when you do it right,
you end up with Walt Disney World. People pay for that experience dearly,
and they do it happily.
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WHY?
Source - dmi: design management institute
Design-led companies outperformed the S&P 500 by
228%
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Empathize
Define
Ideate Prototype
Test
Design Thinking
WHAT?
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Customer Journey
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WHY do customers consider us?
WHAT problems are they trying to solve?
HOW do they become aware of our solutions? Learn more? Try us? Buy us?
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WHY are some customers happy, but others not?
WHAT are we doing right?
HOW could we do better?
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WHY should we create content?
WHAT should our goals be?
HOW should we be organized?
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“” Kristina Halvorson
Content Strategy for the Web
Embrace whatever role is necessary
HOW?
to deliver on the promise
of useful, useable content.
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Information Experience = Better!
15
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More than just manuals
labels
organization
in-field examples descriptive text
tool tips
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Give people what they want
terminology
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Catch-Cook-Plate
Customer enjoys!
Ix professionalizes SME authors
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Video Prototype Testing
whimsical minimalistic authoritative
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Video Prototype Results
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Technical Publications è Information
Experience
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Design
- Someone else’s job
- Aesthetically appealing
- An integral part of everyone’s job
- Decisions focused on achieving the desired Experience
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Content Strategy
- Feature-driven
- Technical documentation
- Experience-driven
- Information flow & consistency across Customer Journey
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Deliverables
- Mostly external docs
- Almost exclusively word-based
- Help customers use product without switching context
- Support different learning styles
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Job Description
- Read
- Talk
- Write
- Illustrate
- Edit
- Empathize
- Define
- Ideate
- Prototype (Curate/Author)
- Test
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Reporting Structure
Eng
Dev Prod Ops
… LifeCycle Mgmt
Tech Pubs
…
…
Cx
Insights/Enablement
Ix
…
Product Design Corp Mkt
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Feedback
- Generally negative, so avoid it
- Passively wait for customer to report issues
- Seek out opportunities to improve
- Actively solicit input on current product and proposed designs
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Now it’s YOUR turn! Just ask yourself:
WHY?
WHAT?
HOW?