developing an adaptive content strategy adobe rockley

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  • 1. Leaders in digital publishing strategy Developing an Adaptive ContentStrategyAnn Rockley@arockley2012 The Rockley Group, Inc.rockley@rockley.com

2. What is adaptive content?Adaptive content automatically adjusts to differentenvironments and device capabilities to deliver the bestpossible customer experience, filtering and layeringcontent for greater or lesser depth of detail. @arockley2012 The Rockley Group, Inc. rockley@rockley.com 3. Adaptive content can Adjust to any device Be displayed in any desired order Respond to specific customer interactions Change based on location Integrate content from other sources@arockley2012 The Rockley Group, Inc.rockley@rockley.com 4. Mobile 38 percent of US cell phone users, an estimated 89 millionpeople, accessed the Internet from their phones. More than 47 million US mobile users accessed theInternet daily.Pew Internet & American Life Project. Mobile Access 2010, accessed December1, 2011, http://www.pewinternet.org/Reports/2010/Mobile-Access-2010.aspx@arockley2012 The Rockley Group, Inc.rockley@rockley.com 5. Mobile Combined shipments of smartphones and tabletsexceeded that of PCs in 2011 60 percent of time spent on smartphones comprises newactivities Global mobile data traffic is expected to grow to 26 timesits current volume over the next five years There are 5.3 billion mobile subscribers worldwide (77percent of the world population) with growth led by Chinaand India.mobiThinking, Global mobile statistics 2011, accessed on Dec.3, 2011, http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats @arockley2012 The Rockley Group, Inc. rockley@rockley.com 6. What is mobile design all about?@arockley2012 The Rockley Group, Inc.rockley@rockley.com 7. Designing for a small screen. Right?@arockley2012 The Rockley Group, Inc.rockley@rockley.com 8. Not!@arockley2012 The Rockley Group, Inc.rockley@rockley.com 9. Resizing visuals is only a partial solution to platform proliferation. @arockley2012 The Rockley Group, Inc. rockley@rockley.com 10. In the olden days Tried to move print online Didnt work Page size was different Resolution was different Navigation was different Understanding of depth and breadth was different Searching was different Everything was different! Had to rethink content for online @arockley2012 The Rockley Group, Inc. rockley@rockley.com 11. Mobile Why would we think that we can simply scale to fit mobile? Page size is different Resolution is different Navigation is different Understanding of depth and breadth is different Searching is different Time on task is different Everything is different! Have to rethink content for mobile @arockley2012 The Rockley Group, Inc. rockley@rockley.com 12. Mobile issues Companies are not designing mobile web content Companies design website and mobile app, twice the workor more! Mobile apps are time consuming and expensive Automated web to mobile are not usable People spend much less time on a task on mobile than onwebsite @arockley2012 The Rockley Group, Inc. rockley@rockley.com 13. eBooks Page size is different Resolution is different Navigation is different Understanding of depth and breadth is different Interactivity is different Have to rethink content for eBooks@arockley2012 The Rockley Group, Inc.rockley@rockley.com 14. eBook issues Authoring is designed to optimize print publication, noteBook eBooks are generated from print books instead of fromformat free content resulting in problems in the eBook(sidebars, tables, order of information) Producing eBooks for multiple devices is a nightmare! @arockley2012 The Rockley Group, Inc. rockley@rockley.com 15. Handcrafting is unsustainable Devices are proliferating Device wars means that new devices are released every9-12 months Functionality varies across device What works on one, may not work on another Constant churn to identify new functionality and designcontent to take advantage of the functionality Cant keep up @arockley2012 The Rockley Group, Inc. rockley@rockley.com 16. Adaptive content Adaptive content automatically adjusts to differentenvironments and device capabilities to deliver the bestpossible customer experience Adaptive content can be displayed in any desiredorder, made to respond to specific customerinteractions, changed based on location, and integratedwith content from other sources. Adaptive content is limited only by your designdecisions, the functionality of the device being used, andthe intelligence of your content. @arockley2012 The Rockley Group, Inc. rockley@rockley.com 17. How adaptive content works@arockley2012 The Rockley Group, Inc.rockley@rockley.com 18. Supporting adaptive content Structure Business rules Device constraints @arockley2012 The Rockley Group, Inc. rockley@rockley.com 19. Structured content Structured content enables us to: Output the content to multiple channels, adapting it to best meet the needs of the channel Enable automatically mixing and matching content to provide what the customer wants when they want it and the way they want it. Transform (reconfigure) content from one representation to another Filter and layer content@arockley2012 The Rockley Group, Inc.rockley@rockley.com 20. DITA supports Print Web EPUB Mobile @arockley2012 The Rockley Group, Inc. rockley@rockley.com 21. Business rules Business rules are the rules that your content follows toadapt to different devices and different customerrequirements. Business rules allow the system to automatically pick andchoose content and adjust the presentation of that contentto meet specific requirements. If this then that@arockley2012 The Rockley Group, Inc.rockley@rockley.com 22. Work backwards Know your customer Know your device constraints Map requirements to content requirements@arockley2012 The Rockley Group, Inc.rockley@rockley.com 23. Know your customer Who are the primary customers? Who are the secondary or associated customers? What the typical customer profile? Where do your customers come from(region/country, referring site, search engine)? What platform are they using: Mac, PC, smartphone (OS)? What do customers need to know to make the buyingdecision? What do they think are the most effective ways to reachthe customer?@arockley2012 The Rockley Group, Inc.rockley@rockley.com 24. Personas Personas represent a real audience They help you to better understand who you are writing for Help design metadata and information products@arockley2012 The Rockley Group, Inc.rockley@rockley.com 25. Know your device constraints Even though you should write content separate from itseventual output, you must understand the constraints ofthe device on which your content will be displayed. Design your models to adapt to those constraints. @arockley2012 The Rockley Group, Inc. rockley@rockley.com 26. Tables Tables are always an issue on mobile. Some optionsinclude: Tables where screen real estate permits Image of the table Modularized table Fixed first column, scrolling remainder Cascading list Drill down Tables are inherently structured, you just need to map your table structure to desired output@arockley2012 The Rockley Group, Inc.rockley@rockley.com 27. Content strategy Determine primary content to display What can be layered/scrolled/swiped? How does the content need to be structured to facilitatefiltering/layering/scrolling? What content should be eliminated and in what situation? What alternate content should be presented? How must your content be structured to support thisfunctionality? Can you structure your content for unexpected situations? @arockley2012 The Rockley Group, Inc. rockley@rockley.com 28. Changing processes No more tweaking and tuning the content to get thatperfect fit. Know what content is required, by whom, when, in whatcircumstance, and in conjunction with what other contentor interactivity. Create structured content separate from format. Use templates, styles, and structured writing guidelines. Create content first, not mobile first or eBook first butalways with an awareness of where and how content canbe consumed.@arockley2012 The Rockley Group, Inc.rockley@rockley.com 29. Summary Adaptive content automatically adjusts to differentenvironments and device capabilities to deliver the bestpossible customer experience, filtering and layeringcontent for greater or lesser depth of detail. Develop structured, modular, reusable format free contentthat can be automatically adapted for multiple devices. Work backwards from your customer requirements anddevice constraints to design your adaptive content. Develop personas Design metadata and user profiles Develop models Define business rules for the assembly of content @arockley2012 The Rockley Group, Inc. rockley@rockley.com 30. New role for Tech Comm Organizations overwhelmed with increasing devicerequirements Just beginning to understand the value of structuredcontent Do not know how to design and create structured content Do not understand designing format-free content formultichannel delivery Stuck in the web page paradigm Weve been there, done that, we know We can help @arockley2012 The Rockley Group, Inc. rockley@rockley.com 31. Questions?Amazon, B&N, PeachPitmoreinfo@rockley.com @arockley2012 The Rockley Group, Inc. rockley@rockley.com

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