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DITA Emerging Trends and Best Practices: Practical Solutions for 2012 and Beyond
Our Presenters
JoAnn Hackos
President, Comtech Services Director, The Center for Information -Development Management Strategies for content management, development and organizational management, product interface design, customer studies, Web and traditional information architecture, and tools and technology selection Author of 7 books
“Introduction to DITA: A User Guide to the Darwin Information Typing Architecture”
Our Presenters
Chip Gettinger
• VP, XML Content Solutions at SDL
• Working with clients to improve customer experiences
• Adoption of DITA, Component Content Management (CCM) and dynamic delivery
• Adoption of product content maturity modeling
• cgettinger@sdl.com
© 2010 Comtech Services, Inc. 1– 4
• Increasing the value of your information
Since 1978, Comtech has provided outstanding services in five major areas:
• Content management solutions • Information management • Structured information design • Industry and user research • Education and training
We focus on the philosophy of managing content effectively –
• Business planning • Reuse strategies • Information architecture • User studies • Minimalism • Process redesign • Implementation planning • Leadership and change
management • Requirements development and
vendor selection • Publishing pipeline
development (DITA, XML)
The Comtech global team is led by Dr. JoAnn Hackos
© 2010 Comtech Services, Inc. 1– 5
A small sample of Comtech customers
Board of Governors of the Federal Reserve
© 2010 Comtech Services, Inc. 1– 6
Trends in Information Development: Communicating
in a Flat World
JoAnn T. Hackos, PhD President
Comtech Services Inc. The Center for Information-Development
Management (CIDM)
© 2010 Comtech Services, Inc. 1– 7
Information is vital
© 2010 Comtech Services, Inc. 1– 8
Global Organizations
• Information development organizations today face an increasingly challenging work environment • Multiple team located in-country and globally • Writers who are not native speakers of English • Isolated individuals • Remote managers • Mergers and acquisitions
adding new team members • Outsourcing and contracting
© 2010 Comtech Services, Inc. 1– 9
Enterprise Application
• Learning and training • Support services • Marketing
communications • Sales catalogs and e-
commerce • Human resources • Policies and procedures
© 2010 Comtech Services, Inc. 1– 10
Global Customers
• Information development organizations develop information for global customers • More customers with diverse
information requirements increasing the need for customized and personalized content
• More languages added to the localization portfolio
• Shorter time-to-market windows for content in multiple languages
• Co-branding of information products by partners and through mergers and acquisitions
© 2010 Comtech Services, Inc. 1– 11
Demanding Customers
• Customers demand information that quick and easy to find • Research at Symantec shows
that customers prefer topics to books in a ratio of 25 to 1
• Information must solve problems and help to reach their goals
• Multiple media on multiple devices are no longer optional
• Information that is out-of-date and inconsistent is no longer acceptable
© 2010 Comtech Services, Inc. 1– 12
Pressure to Reduce Costs
• Almost every information development organization today is under consider pressure to reduce costs and time and increase efficiency • Development life cycle • Translation • Time-to-market • Volume of content • Delivery methods (electronic vs
paper)
© 2010 Comtech Services, Inc. 1– 13
Changing Skill Set
• Information architecture
• Information design • Content
management • Technology
development • Localization
coordination • Customer studies
© 2010 Comtech Services, Inc. 1– 14
Changing Tool Set
• DITA information model • Advanced reuse strategies
• Content reference • Key reference • Conditional processing
and filtering • Project design and planning • Specialized information types
for • Learning and training • Semiconductor • Machine industry
© 2010 Comtech Services, Inc. 1– 15
Changing Personality Type
• Business-oriented, innovative, resourceful, enterprising, career-oriented
© 2010 Comtech Services, Inc. 1– 16
International Standards
• XML and semantic markup • OASIS DITA – Darwin Information Typing
Architecture • OASIS DocBook • OAXAL -- XLIFF, TMX, xml:tm (and other
localization standards) • ISO -- ISO/IEC 2651X
• IEEE -- P1063
• W3C
© 2010 Comtech Services, Inc. 1– 17
Disciplined Work Practices • Agile development methods with increased collaboration
among team members • Structured writing • Topic-based authoring • Content normalization to facilitate reuse • Minimalism • Controlled language • Conformance to specifications • Conformance to time and budget • Content accuracy and relevance to the user
© 2010 Comtech Services, Inc. 1– 18
Customer Expertise
• Customers are rapidly changing in how they access information
• Critical content has significant value to a product’s success
• Knowledge of how your customers use information is a key to recognition, appreciation, and success
© 2010 Comtech Services, Inc. 1– 19
Technical Proficiency
• A focus on writing alone is insufficient • A deeper understanding of a technical
discipline is key to maintaining credibility
© 2010 Comtech Services, Inc. 1– 20
Manufacturing Discipline
• Information development is no longer about individual creativity in writing
• Information development is fast becoming a manufacturing discipline requiring measurement to ensure the value created is commensurate with investment
• Information development exists in a competitive global environment
© 2010 Comtech Services, Inc. 1– 21
The Future Information Developer
• Political and business savvy • Innovation in design • Discipline in development • Expert in technology • Expert in the global
customer • Collaborative team member • Content curator • Highly resourceful and
assertive • Superior communication
abilities
© 2010 Comtech Services, Inc. 1– 22
To learn more …
• Comtech workshops (www.comtech-serv.com) • Minimalism, Content Management Strategies, User and Task
Analysis, Structured Writing, DITA for authors, Information Modeling
• DITA Boot Camp • Center for Information-Development Management
(www.infomanagementcenter.com) • Best Practices 2012 (Monterey CA) • Content Management Strategy/DITA North America 2012 (La
Jolla CA) • DITA Europe 2012 (TBD)
© 2010 Comtech Services, Inc. 1– 23
Reading Resources
• Content Management book • (www.comtech-serv.com/content_book.shtml)
• Introduction to DITA second edition • (www.comtech-serv.com/dita.shtml)
• Information Development book • (www.comtech-serv.com/info_develop.shtml)
• CIDM Best Practices bimonthly newsletter • CIDM Information Design monthly e-
newsletter
DITA Emerging Trends and Best Practices Chip Gettinger SDL VP, XML Solutions
Trends in Customer Expectations
Customer Expectations Are Changing With Regard to Technical Information
Signs of the times • At HP, customers buy more than
80% of their products without touching the product
• At one large software company, 18% of their customers want technical support on their Smartphone
• At another software company, customers are expecting more highly graphic and interactive documentation
• At a scientific instrumentation company, 80% of their customers download the documentation before buying
Engagement Ratio
Fully engaged customers are
23% more valuable to an organization in terms of profitability, revenue and relationship growth compared to the average customer. Source: Gallop
In one study, 65% of people surveyed said they wouldn’t come back to a website that did not provide satisfactory customer experience. Source: Forrester
Customer Experience Impacts
Aberdeen’s research indicates that companies creating documentation that is automatically customizable to various use-cases achieve a 39% increase in customer satisfaction scores and a 16% decrease in
inquiries made to customer support organizations. In both cases, this represents over twice the impact achieved by companies without this capability.
David Houlihan, Senior Research Associate, Product Content Management
Collaborating Across Silos
Thank You for Joining Us
Coming Attractions: DITA Webinars
Jan 24, 2012: 10am Pacific/1pm Eastern DITA Maturity Best Practices: An interview with a DITA Expert Details and Registration: www.sdl.com/events
Innovate
March 5 & 6 Santa Clara, CA Details and Registration: www.sdl.com/innovate
View recordings of all webinars in the DITA & the Global Customer
Experience webinar series www.sdl.com/en/xml/resources/recorded-webinars
Questions?
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