Minna Vnsk Senior Offering Manager Nokia

Building a content portfolio for multi-channel publishing

THIS IS LUMIA

THE NEW LUMIA RANGE

Azerbaycan Bosanski Catal etina Dansk Deutsch Espaol Eesti Euskera Suomi Franais Gallego Hrvatski Magyar slenska Italiano

Lietuvi Latviski Nederlands Norsk Polski Portugus Romn Slovenina Slovenina Shqip Sesotho

Kiswahili isiXhosa Gs isiZulu

In-device user guide comes with the Nokia Care app.

IN-DEVICE USER GUIDE

help section contains the main set of instructions.

tips&tricks view is dynamically populated: Read a topic, it disappears and a new one appears.

The colours change automatically according to the user-selected theme colours.

Visual Guide with emphasis on visuals,

less text

Booklet Quick Guide

LOOKING BACK

Source:

Waybackmachine

DIFFERENCES: VISUALS

Keys and parts

Using photos is not an optimal solution when hardware is mostly black.

Product has a multitude of parts, prioritisation and dividing to shorter lists required.

Graphic has been crammed to a table making it illegible and irrelevant.

Get started

Get started

Too many lines and details.

Get started

Features, UI

TEXT

CONSUMER

Surveys

Interviews

UX lab studies, Field studies, evaluations

We did qualitative research We lacked quantitative and behavioral data

Behavioral data

Web analytics

Direct feedback

Focus groups

Benchmarking

Diary studies Eyetracking

Comparison and Evaluation Study Optimized and Standard User Guide 4 locations: Finland, Germany, India, Brazil 64 users in total

160 Nokia Nseries users interviewed What support materials did they use and what was their order of preference

DEVELOPMENT STARTS

1. STYLE

Its not technology, its what you do with it.

Support content needs to be To-the-point, brief and require very low effort from the consumer to use. Less is

more.

Easy to understand: Special attentien needs to be paid to Headings and introductions, they enable information retrieval, they act as the calling card when users search for support online.

Balanced: Visual and textual elements must support each other.

Benefit-lead: We need to translate technology and features to understandable, human instructions and offer examples and scenarios of use.

Warm, approachable, pleasant.

Optimising for search engines (SEO) is part of our style guide.

Accessibility has been built-in to our content management system and under continuous improvement

Alt texts for graphics supporting text-to-speech devices

Examples

Use flight mode in radio sensitive environments, such as on-board aircraft or in hospitals, to deactivate all radio frequency transmitters.

In places where you don't want to make or receive calls, you can still access your music, videos, and offline games if you switch flight mode on.

Self-assisted GPS (SA-GPS) uses orbit modeling calculations to provide faster and more accurate positioning without using a network connection.

Self-assisted GPS (SA-GPS) helps your phone find your location quickly without using a network connection.

World clock view Check the time around the world

Your service provider may also send you these settings as a configuration message.

You may receive (X) in a message.

Benefit statements, visuals

One style One Nokia

2. INCREASES IN VISUALISATION

RENEWAL OF THE NOKIA WEBSITE

EXAMPLE: DETAILS

TAKING SHORTCUTS

PROVIDING CONTEXT

Example: +400% Lumia 900: 35 illustrations: (0.17 illustration / page) Lumia 920: 86 illustrations: (0,8 illustrations / page)

But its not only about the quantity but also making content more engaging, and focusing on the user benefits.

FOCUS AREAS

- One tone, one style guide.

- Increasing visual communication to make instructions easier to understand and lower the treshold to use.

- Achieving a good balance between text and visuals - Videos

- Paying attention to human tone of voice.

- Moving legalese out of the way.

- Continued focus on: - Headings - Introductions, benefit statements

3. TECHNOLOGY THAT ENABLES

We end up having 20-40 manifestations of the English source content due to different variants

Change management related to content happens on a module level in our content management system by conditioning the content by metadata. After localisation is complete, we publish the different

deliverables for the three channels.

Print In device Web

HW variants

Product

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Legal requirements: country & region

SW variants & operator reqs

Product

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50+ languages

country

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4. DIRECT CONSUMER FEEDBACK CONSUMER JOURNEY

UNDERSTANDING

ONLINE USER GUIDE

1. Open any online user guide, in any language, on any nokia.com site. 2. Open a topic. 3. At the bottom of the page, there is a possibility to give a rating, from 1 to 5.

RATINGS + VISITS

- Global trend

- In demand - Products - Countries

- Topic prioritisation - Where to focus, to expand, to limit/combine

- Topic improvements

- Source quality vs. localisation quality

VIDEO VIEWS - Most viewed videos every month

- Most viewed videos, all time

- Topic prioritisation

PORTFOLIO AND

CONTENT PORTFOLIO

CONSUMER NEEDS Consumers need a mentor, guide throughout the journey, support needs in different stages

I need to get started and learn the basics of my new phone, First 7 days

Need: Setup, First use, Familiarization, Feel great about purchase, how to use, realize opportunities, benefits, warranty

Help me make the best use of my investment, Honeymoon

Need: Using, Expanding, Upgrading, Exploring, Customizing, I need specific support for the use cases most relevant to me, Device to reflect me, my preferred features, add my little touches, Accessorise, to know when new apps/SW are available, to improve opportunities

I have a problem and need a solution, Not tied to any time

Need: Problems & Queries, Advice I can trust, Failure

My phone is out of date, Pre-purchase, Re-purchase

Need: Considering change, I need a new phone, Equip myself against the sales process

USE CASE In software and systems engineering, a use case is a list of steps, typically defining interactions between a role and a system, to achieve a goal. The actor can be a human or an external system.

HOW TO MEASURE AND DISCUSS ABOUT CONTENT

http://en.wikipedia.org/wiki/Software_engineeringhttp://en.wikipedia.org/wiki/Systems_engineering

ASHA

LUMIA

SUMMARY 1. Unify style to enable reuse. Its not technology. Its what you do with it.

2. Visuals and videos are an integrated part of your content. Same rules apply, aim for unified style, control quality.

3. Unify your back-end, ways of working, roles, responsibilities to enable re-use and consistency.

4. Know your consumer.

Define your content portfolio:

Start with consumer needs.

Find a common ground that enables understanding and discussion with your business owners, common terms to use.

Build your strategy and tiering based on consumer and business needs.

THANK YOU!

Questions?

minna.vanska@nokia.com

LinkedIn

mailto:minna.vanska@nokia.com