cope content modelling for adaptive ux - noz urbina

@nozurbina Urbinaconsulting.com

COPE Content modelling

for adaptive, multi-channel UX slam-dunks

@nozurbina Urbinaconsulting.comUrbinaconsulting.com

Me (Noz Urbina)

Content strategist

Consultant/trainer

Author

Congility Chair

2014 Jun 18-20, UK

Newly independent!

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

In the next 120 minutes…

The market & multichannel

COPE & UX

Modelling adaptive content

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

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

Google Glass

Samsung Smartwatch

Smart TVs

The Challenge

http://cnnmon.ie/PE6CC1

http://bit.ly/OLb7cM

http://bit.ly/T1yYRE

Internet of Things

90% of participants

Google

http://bit.ly/ggl-multin

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

The public now touches metadata every day

"Aggregated metadata can

be more revealing than

content.“– J. Kirk Wiebe& Bill Binney

"Not looking at content...

sifting through metadata“

– Barak Obama

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

@nozurbina Urbinaconsulting.com

Don Yang, 950s

Raphael, 1510

We conceive content in 2D

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

We conceive content in 2D

Customer experience is 4D

“I want an answer

now, please!”(Nov 14, 2013. 15:35 pm)

Today’s content needs

database-like agility

Google Cards

Google Cards 4D

Delta Fail

Your content gets worse simply by

inaction

WHAT’S COPE?

Besides the best acronym ever?

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

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

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

IMAGINE…

“Imagine if your CMS was 3 tools…”

Automatic Conditional Delivery

Manage Serve &

Transform

Create components

Personalised content

Same content

Everyone

…with WPT/

processing

…in CCMS

(XML )

…in structured

Authoring

Tool(s)

Multichannel delivery

SEMANTIC CONTENT MODELLINGMaking content adaptive

Traditional Content• Traditional content is marked with

semantics on the blob/block-level

Adaptive Content

• With semantics on at any level we

can deliver contextually-

appropriate experiences

Product Name

Main Product Image

SupplementaryProduct Images

Product Overview

Feature List

Tagline

Feature Details

Feature List

Images

ProductName

Description

Feature Detail

Brochure

Modelling template by the Rockley Group

EXERCISES

Who wants a Roomba?

Organisational goal

Increase revenue by selling Roombas

(cash cow) and Sooba (new market +

cross-sell)

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.

Exercise: Scenarios

Shoot for the 80%, not the 20.

Exercise: Taxonomy

Personas

Content devices

3 levels of IA

Information products types

Assemblies types

Module types

• (At least one non-website!)

Exercise: Content Models

Assemblies and components in detail

WORK WORK WORK…

Email me at b.noz.urbina@gmail.com or USB sticks

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/

Now we just need a server…

• Right content

• Right format

• Right language

• Right time

Business Goals

User GoalsCS

STANDARDS

Standards help us share

Photo: Janoma.cl, JR98664

Standards enable efficiency

Photo: Roger Wollstadt

Standards free creativity

Photo: Eiriknewth

Standards speak fast

Photo: NorthJoe

Standards enable experience

Photo: Noz Urbina

@nozurbina Urbinaconsulting.comUrbinaconsulting.comPhoto: Noz Urbina

Photo: Noz Urbina

Standards lower risk

Photo: Andarooo

Standards build community

Photo: Noz Urbina

THANK YOU — Q&A

Congility 2014

congility.com/2014

Urbinaconsulting.com/blog

@nozurbina

The CS Bookthecontentstrategybook.com

copies

2014 Jun 18-20, UK

cope content modelling for adaptive ux - noz urbina

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