Post on 18-Oct-2014
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@nozurbina Urbinaconsulting.com
COPE Content modelling
for adaptive, multi-channel UX slam-dunks
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Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
Congility Chair
2014 Jun 18-20, UK
Newly independent!
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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
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In the next 120 minutes…
The market & multichannel
COPE & UX
Modelling adaptive content
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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
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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
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Google Glass
Samsung Smartwatch
Smart TVs
The Challenge
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http://cnnmon.ie/PE6CC1
http://bit.ly/OLb7cM
http://bit.ly/T1yYRE
Internet of Things
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90% of participants
http://bit.ly/ggl-multin
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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
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The public now touches metadata every day
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"Aggregated metadata can
be more revealing than
content.“– J. Kirk Wiebe& Bill Binney
"Not looking at content...
sifting through metadata“
– Barak Obama
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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
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Don Yang, 950s
Raphael, 1510
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We conceive content in 2D
1
2
3
4
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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
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We conceive content in 2D
1
2
3
4
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Customer experience is 4D
“I want an answer
now, please!”(Nov 14, 2013. 15:35 pm)
Today’s content needs
database-like agility
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Google Cards
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Google Cards
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Google Cards 4D
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Delta Fail
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Your content gets worse simply by
inaction
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WHAT’S COPE?
Besides the best acronym ever?
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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
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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
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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
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IMAGINE…
“Imagine if your CMS was 3 tools…”
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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
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SEMANTIC CONTENT MODELLINGMaking content adaptive
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Traditional Content• Traditional content is marked with
semantics on the blob/block-level
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Adaptive Content
• With semantics on at any level we
can deliver contextually-
appropriate experiences
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Product Name
Main Product Image
SupplementaryProduct Images
Product Overview
Feature List
Tagline
Feature Details
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Feature List
Images
ProductName
Description
Feature Detail
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Appx
Brochure
Modelling template by the Rockley Group
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EXERCISES
Who wants a Roomba?
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Organisational goal
Increase revenue by selling Roombas
(cash cow) and Sooba (new market +
cross-sell)
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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.
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Exercise: Scenarios
Shoot for the 80%, not the 20.
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Exercise: Taxonomy
Personas
Content devices
3 levels of IA
Information products types
Assemblies types
Module types
• (At least one non-website!)
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Exercise: Content Models
Assemblies and components in detail
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WORK WORK WORK…
Email me at b.noz.urbina@gmail.com or USB sticks
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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/
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Now we just need a server…
• Right content
• Right format
• Right language
• Right time
Business Goals
User GoalsCS
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STANDARDS
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Standards help us share
Photo: Janoma.cl, JR98664
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Standards enable efficiency
Photo: Roger Wollstadt
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Standards free creativity
Photo: Eiriknewth
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Standards speak fast
Photo: NorthJoe
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
Photo: Noz Urbina
@nozurbina Urbinaconsulting.comUrbinaconsulting.comPhoto: Noz Urbina
Standards enable experience
@nozurbina Urbinaconsulting.comUrbinaconsulting.comPhoto: Noz Urbina
Standards enable experience
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
Photo: Noz Urbina
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Standards enable experience
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Standards lower risk
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Standards build community
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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