knowledge maps foundation for learning and performance support tom reamy chief knowledge architect...
TRANSCRIPT
Knowledge Maps Foundation for Learning and Performance Support
Tom ReamyChief Knowledge Architect
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com
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Agenda
Introduction: What is a Knowledge Map(s)? How to do a Knowledge Map
– Multi-Dimensional Approach– Contexts, Levels, Tools, Representations
Case Study: Genentech Applications of Knowledge Maps
– Infrastructure Foundation– Training and Performance Support
Conclusion
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KAPS Group
Knowledge Architecture Professional Services (KAPS) Consulting, strategy recommendations Knowledge architecture Maps Partners – Convera, Inxight, Entopia, and others Taxonomies: Enterprise, Marketing, Insurance, etc.
– Taxonomy customization Biotech and Pharma Experience
– Genentech, Chiron, etc. Intellectual infrastructure for organizations
– Knowledge organization, technology, people and processes– Search, content management, portals, collaboration, knowledge
management, e-learning, etc.
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Introduction: What is a Knowledge Map(s)?
Four types of knowledge maps– APQC Presentation at KMWorld 2004
Process Maps– Basic tasks
Social Network Maps– Discovering Hidden Relationships
Concept Maps– Understanding the nature of knowledge
Knowledge Maps– Getting to the source and uses of knowledge
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Introduction: What is a Knowledge Map(s)? Process and Knowledge Maps
Process Flow– Start > Place Order > Schedule Job > End– Basic Business processes– Learning Process – Classroom, on the job– Needs cyclic activities – esp information acts
Knowledge Maps– Expertise Map and Gap Analysis– Tacit Knowledge– What we must know to be expert– Needs content repositories, document
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Introduction: What is a Knowledge Map(s)? Social Network Maps
Knowledge Flow - People– Who do you talk to? How often?– Who provides you with answers?– Who do you trust?
Cross Organizational– Formal and Informal Communities and Teams
Graphic representation of problems– Blocks, outliers, missing links
Surveys and software monitoring behavior
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Social Network AnalysisVisualization + Algorithms
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Social Network AnalysisVisualization + Algorithms
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Introduction: What is a Knowledge Map(s)? Concept Maps: Education – Joseph Novak
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Introduction: What is a Knowledge Map(s)?Integration of All Four Types + More
They are all knowledge maps Knowledge is information plus contexts Contexts:
– Tasks – Process, work flow, applications, technology– Organizational Context – Procedures and Technology Infrastructure– People – Community Catalogs, Social Network Analysis – Intellectual – Concept Maps (Plus Metadata, Taxonomy)
The Map is not the territory– Variety of Representations and Outputs
– Variety of subjects and methods
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Introduction: What is a Knowledge Map(s)?Integration of All Four Types + More
Representations + Recommendations– MapQuest – Map and Directions– Not an academic exercise – need to get somewhere
Descriptions– Lists, Catalogs, Taxonomies– Databases, Table views
Analytical– Reports, stories, Statistical– Visual and Algorithmic
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Introduction: What is a Knowledge Map(s)?Integration of All Four Types + More
Strength of Different Representations– Visual Maps – easy to grasp relationships– Text – Directions – complex relationships– Taxonomy – capture formal relationships
• Incorporate into applications
– Statistical Representation – Community Personalization
Important to match the map to the content and purpose– Complete Model(s) – Customization = selection of appropriate elements– Scale of Map – tied to project outcome
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Introduction: What is a Knowledge Map(s)?Scales of Knowledge Maps
Project – Training initiative– Software – video, web conferencing
Department– Training Web Site– New Department or new strategic direction
Enterprise– Enterprise LMS, LCMS, CM– Learning Organization - KM and Learning - Merging
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How to do a Knowledge MapComplete Model(s) – Three Levels
Level 1 – Foundation– Contextual Interviews, High Level Characterization– Identify all relevant contexts
Level 2– Contextual Interviews round 2, Focus Groups, Surveys– Content and Community Catalog
Level 3– Ethnographic studies, Social Network Analysis– Content Analysis and Metadata– People Taxonomy (Bloom’s, Learning Styles)
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How to do a Knowledge MapContextual Interviews – Level 1 & 2
Target – People and Procedures– Project owners and key team members– Departmental Stakeholders– Business Unit Stakeholders– Potential competitors and collaborators
Format– 1 Hour, semi-structured Interviews– Selection from a range of questions– Balance of formal and serendipity
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How to do a Knowledge MapContextual Interviews – Level 1 & 2
Outcomes / Benefits– Broad Overview, Goals – Strategic context
• Technology and Procedures
– Understand the set of contexts within which the project exists• Identify specific content, communities, processes
– Broad range of input• Ensure all views are represented
– Identify candidates for research• Focus Groups, Survey
– Discover unknown synergies
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How to do a Knowledge MapFocus Group – Level 2
Target – People and Activities– User Community Representatives– Project team – ex. Training org that supports users
Format– ½ day to 2 days– Equipment – a conference room and multi-colored Post-Its– Questions and Discussions – not arguments– What information or knowledge do you need?– How valuable do you think each information source is?
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How to do a Knowledge MapFocus Group – Level 2
Outcomes / Benefits– Set of Reports, Table representation– Achieves meaningful results in a short time– Cross-functional participation
• Beginnings of a dialogue
– Understand user information needs and behaviors – Understand high value information– Content suggestions, identify gaps– Supplements interviews and surveys– Provides input into surveys and ethnographic study
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How to do a Knowledge MapUser Survey – Level 2
Target – People and Activities– Everyone – broadest possible– Community Analysis after the survey
Format– Web Based – easier analysis than email– Variety of Types of Questions
• Demographics
• General Information Behaviors and Needs
• Project Specific
– Multi-dimensional Questions
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How to do a Knowledge MapUser Survey – Level 2
Outcomes / Benefits– Direct Input – Anonymous– Broad view – important to get high response rate– Relative importance of elements and direction– Objective, non-political results
• Sell the Project!
– Good Statistics and novel input
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How to do a Knowledge MapContent Analysis – Level 2 & 3 Target - Content
– Structured (20%) and unstructured (80%)– Internal and External
Format– Level 1 - Content Catalog
• High Level & Multiple Characterization• Subject matter categories or clusters, facet or type
– Level 2 - Content Structure• Metadata, Controlled Vocabularies• Taxonomies – formal and informal
Library Science + Cognitive Science
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How to do a Knowledge MapContent Analysis – Level 2 & 3
Outcomes / Benefits– Catalog – Browse Taxonomy
• Faceted Navigation
– Metadata standards and implementation plan• Dublin Core+, SCORM
– Formal vocabulary taxonomy– Resource for variety of projects
• Web site, search, CM, Competitor Intelligence
• LMS, LCMS
• Learning projects - communication
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How to do a Knowledge MapPeople Analysis – Level 2 & 3
Target - Communities and Activities– Formal and informal communities– Communication Flows– Expertise – Business and Knowledge Processes
Format– Social Network Analysis
• Focused surveys, follow up interviews
– Knowledge and Process Analysis• Cognitive science, modeling, interview expertise
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How to do a Knowledge MapPeople Analysis – Level 2 & 3
Outcomes / Benefits– Variety of knowledge maps
• Social network maps, process maps, expertise maps
• Learning style, persona representation
– Visual representations• Easy to see (and sell) information issues
– Analytical tool • Evaluate processes
• Identify expertise gaps
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How to do a Knowledge MapResearch: Tools
Categorization– Inxight, ClearForest, etc.
Knowledge Management Platform– Entopia, Hyperwave, etc.
Metadata Analysis– Search and Metabot
Search and Web Log Analysis– Web Trends, home grown
Primary Tool – Human Brain
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Knowledge Map Case Study:Genentech Multi-dimensional Project Group Web Site – findability issues
– Need design that won’t call for constant re-designs Need for standardization
– Growth of Group and Genentech– Learning Components– Names and Metadata
Training Offerings– Need More Cross Product and Non-Clinical Training
Internal Organization and Information Needs– Network Share Folder
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Case Study - Project MethodologyThree Person Team
Chief Knowledge Architect– Lead, Strategic Recommendations, Design survey and Interviews– Participate in interviews, content analysis
Knowledge Architect– Content analysis, Taxonomy and Metadata– Participate in interviews – project context
Information Architect– Interviews, survey questions and analysis– Usability perspective– Wire frame and prototype web site
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Case Study - Project MethodologySelection of Model Elements Foundation: 3 Complementary Techniques
– Contextual Interviews, Knowledge Mapping, User Survey– Foundation – Contextual Interviews– Depth (Framework) – Knowledge Mapping Focus Group– Breadth (Details) – User Survey
Research Activities– Content Analysis, Vocabulary Analysis, Content Analysis,
More Content Analysis, and More…– Web Site Design – Wire frames, Prototype UI
Multi-dimensional Project – breadth over depth– Can’t do Social Network or ethnographic
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Case Study:Contextual Interviews
Total of 33 interviews over two weeks– Difficulty of scheduling– Most in person, some phone– Variety of Roles - Director, Managers, Coordinators, IT– 18 First Round
Second round of interviews – suggested during first round– 15 Second Round– Identified targets, Admin’s, Outside Department
Format– 2-3 KAPS people at each interview– Notes and recordings
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Case Study:Contextual Interviews – Focus of Interviews
Project Team Context -- mission, range of activities Department Context –
– Related web sites, data standardization projects Genentech Context –
– technology – Search and Content Management Coming – projects – Multiple Metadata projects
Broad Range of Input Identify candidates – content, focus group, survey Identify consensus themes – standardization, etc,
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Case Study:Knowledge Mapping Focus Group In-depth focus group – 4 hrs (compromise)
– Deborah Plumley – K map Expert 8 Field personnel, Recent Field Information needs and behaviors within context of sales activities Questions:
– What information or knowledge do you need?– What is the current source of this knowledge?– What do you think the importance of this information is?– What additional knowledge sources do you want?– What is the amount of time it takes you to access
information?– What modes of delivery do you use, prefer?
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Case Study:Knowledge Mapping Focus Group
Outputs– 3 maps- sales process, education process, professional development– Content and delivery suggestions– Validation of group’s perception + some surprises
Conclusions– One stop shop– Importance of context – strategic, product pipeline
Benefits– Understand high value information– Identify gaps – critical skill areas– Fill in details for user survey
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Case Study - User Survey:Major Focus of Research and Report
Research Field information needs and behaviors 450 Field personnel, 72% response rate! Sections:
– Demographic, Personas, Web site, Information - Content Personas and Themes:
– Manager, New Hire, Computer Use, Information Frequency, Product, Region
General Results– Not information centric, not computer centric– Training – done once, not critical part of job– But – strong information, science, on the job support– And – want advanced selling training
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Case Study – User Survey:General Information Behavior – Web Site Improvements General Information Behavior
– Frequency - Highest - 1-2x a week – for all sources– People-People, not Computer People– Infrequent Users – will never be power users– Managers and New Hires – more information seeking
Web Site Improvements– Easier to find information – 4.18– Clear roadmap of training – 4.02– One stop shop for training – 3.99– More informal feedback – 3.00– Strong need for context – what training and why– Information Rich Titles – Cute Name/Acronym Syndrome
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Case Study – User Survey :What Kinds of Additional Material – Anything Else What Kinds of Additional Material – Highest rated category
– Library of FAQ’s, clinical trials results – 4.36– Expert Lectures - 4.21– Best Practices – 3.63– Library the single highest ranked item
Anything Else?– Great job!– Simple, voluntary, reduce time on computers– Content: videos, basic reference, web site guides– Want more support and content– Wary of too much content and computer time– Want to work with the Training Group
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Case Study – Content AnalysisVocabularies, Web Content, Training
Web site content - catalog of content– Slow, messy, but someone has to do it– Clusters, section map, facets
Learning Vocabulary Analysis– Training terminology– User vocabulary – very different
Metadata Analysis– Standards, coordinate with other efforts– Based on user needs and vocabularies
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Case Study - Project DeliverablesMaps – taxonomies, metadata, Recommendations Taxonomies: Web Site Browse Taxonomy
– Browse – context, associations– Field – not search people– Structure – balance of depth and breath – 4-7 items (x2)
Taxonomies: Learning Taxonomy– Standardization – Cross Product– Labels – need for more meaningful labels
Metadata and Naming Conventions– Standard – Dublin Core+, Genentech Context– Controlled Vocabularies – Training and others
Project Report and Recommendations
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Case Study - Project DeliverablesApplication of Knowledge Map
New Web Site Design– Five Centers– 3 Views – ordering of centers
• Support both target groups
– Broad, flexible framework – new content– Community based personalization– Simple Browse more important than search– One-stop shop for training – focus and survey
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Case Study - Project RecommendationsStrategic
Need More Coordination– Locate all future projects in Commercial-Wide Context– Standardization – with Genentech-Wide Context
Need to market changes – to Project Group and Customers– Culture Changes – see Aug/Sept Intranet Professional
Need to Decide - Expansion of Role and Content– Knowledge Management partner with Library, Architecture &
Engineering
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Case Study - Project RecommendationsContent: Learning Taxonomy
Current terminology is inconsistent across products and confusing
– Training Stages – carry little meaning Need to coordinate various efforts within Group
– Expand model of Foundation, Core, and Advanced• Continuous Learning, Technical and Genentech training,
Leadership and Development, Masters
Build full controlled vocabulary– Format, purpose, subject (most difficult), learning
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Case Study – Recommendations Future Directions – Road Map
Enhanced Offerings and Processes– Advanced Personas – Bloom’s Taxonomy, Gardner’s Intelligences
Knowledge Management Role– Learning Leader
Commercial Integration– More Resources, Serve a broader audience– Application Integration, Access to Portal
Build on Foundation – CM, Search– Categorization study – Clusters, cognitive study
Social Network Analysis – Commercial and Field
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Case Study - Project BenefitsImmediate and Long Term
Immediate– Improved offerings to the field
• More content and more often requested content• Enhanced findability – happier customers• Better integration of training and job support
– Improved internal processes• Productivity gains for field and home
Foundation for Future Growth– Taxonomic & Linguistic
• Resource for search, browse, communication
– Web Site Foundation –expandable framework– Partners – Commercial, Genentech
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Applications of Knowledge MapsInfrastructure Foundation Multiple Knowledge Maps – Content, People, Activities Multiple Contexts – organizational, technology, cultural Design for integration – learning architecture Consistent Categorization across the Enterprise
– Allow applications and groups to exchange meaning– Basis for communication and collaboration
Infrastructure Solutions – built on knowledge maps– Determines what can be done in your environment– Determines how people think about project solutions– Determines how to sell projects
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Applications of Knowledge MapsInfrastructure Foundation Cross-Organizational Applications & Initiatives
– Enterprise Content Management• Metadata, Taxonomic organization not web site or publisher
– Enterprise LMS, LCMS Support for Local Projects and Initiatives
– Expertise Location, Collaboration, Communities of Practice– Continuous Learning – resources, web sites, journal clubs– Each project starts with a pre-established foundation – avoid
duplication– Each project can use results of other projects – common
language and understanding
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Applications of Knowledge MapsInfrastructure Foundation Maintenance / Extend Knowledge Maps
– On-going resource – not just the start of a project– Integration with other project/department knowledge maps– Add levels of research – SNA, Learning Styles, etc.
People– Library and training – uniquely suited– Business Subject Matter Experts– Outside consultants (only if you ask nicely)
Software– Enterprise platforms– Usage metrics – watch for changes, track behavior, use
• Search logs, Intranet usage, course enrollments, periodic review
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Applications of Knowledge MapsTraining and Performance Support
Gartner Group: “In 2 years E-learning will be a subset of Knowledge Management.
Or Knowledge Management will be a subset of E-learning.” Pharmaceutical an early adopter of both Call Centers, tech support, energy, aviation Any industry where real time delivery and usage
tracking/assessment is important
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Applications of Knowledge MapsTraining and Performance Support
Knowledge Maps basis for the integration Learning is becoming an insider – in a community Development of enterprise platforms
– KM and Training Vendors
October EContent article• CM – Fatwire, FileNet
• KM –Entopia, Hyperwave, Hummingbird
• LMS – Plateau Systems, Generation21, mGen, Knowledge Anywhere
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Applications of Knowledge MapsTraining and Performance Support
Enterprise Platforms– Coordinate finding, learning, creating, utilizing, and measuring– Smart Enterprise Suite
Web Site / Educational Portal– Integrated access to education– Global Infrastructure and Local Projects
Knowledge Maps – first step – Content Management before Portal, Enterprise Platform– Knowledge Maps before Content Management
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Applications of Knowledge MapsTraining and Performance Support
Mobile worker and knowledge worker requirements– Emphasis on resources other than trainer
• Peers (collaboration and communities of practice)• Experts, variety of media• Requires common vocabularies – user or learner• Community personalization
– Emphasis on out of classroom activities• Need knowledge map and findable resources in context• User focus rather than publisher
Knowledge Map – standards and translation function– Integrate with learning theory, learning objects, Bloom’s taxonomy
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Applications of Knowledge MapsTraining and Performance Support
Just-In-Time Training– Train people where to find answers
Performance Aids– Targeted to right person with right level of description at the
right point in the process
Agents– Find and Filter Information– Monitor student progress and provide guidance– Need powerful user and activity model– Need highly structured content model
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Conclusion
Knowledge Audit -> Knowledge Maps– Flexible set of methods
• Can adapt to size and budget of project
– Variety of outputs• Maps, taxonomies, metadata, road maps
Global enabling and enhancing local– Global efficiency and local creativity (& low price)
Foundation for meaningful metrics Knowledge Maps foundation for KM – Training Integration
– Knowledge Architecture and Learning Architecture
Questions?
KAPS Group
Knowledge Architecture Professional Services
http://www.kapsgroup.com