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Product Content Evolution The Aware Phase

Product Content Maturity Model Series

Our Presenters

Andrew J. Thomas

Director, Product Marketing

SDL

Elizabeth Gschwind

Localization Manager

FICO

Agenda

IntroductionsProduct Content Maturity Model OverviewThe FICO StoryGlobal Authoring Management System

Product Content Maturity Model Overview

Current Pressures

•Deliver Product Content on demand•Content created and filtered for Customer Profiles

• Interactive and dynamic, while still versioned and controlled

• Incremental Updates•Analytics beyond page hits to capture “content utility”

•Enable social interactions between community and authors

•Crowd Authoring through easy WYSIWYG interface

•Branding and terminology maintained, regardless of who creates the content

•Content re-used consistently at every creation point

The Engaged Vision

Product Content

PRODUCTCONTENT

MARKETING

SUPPORT

ENGINEERING

FIELD SERVICEPERSONNEL

TRAINING& LEARNINGPARTNERS

Product Content Maturity Model

Aware

ContentModel

UnstructuredContent Locked in Context Problem

Process Little Content SharingEach writer owns book

ToolsDesktop PublishingFrameMakerNo CCM

Phase 1: Aware

Company Overview• Realizing that books/printed manuals aren’t meeting the needs

of customers• Agile methods in practice for product development and

increasing demands on product content creators• Frozen headcount and budget cuts require new approaches to

content creationBest Practices• Organize existing content around the customer, not internal

silos/departmental organization• Create and implement style guides and terminology• Determine what content could be re-used between deliverables if

structuredNext Steps• Investigate structured content options (DITA) and technology

Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without FICO Corporation's express consent.© 2009 FICO Corporation. 11

The FICO Story

© 2009 FICO Corporation. Confidential.12

Household name in Credit Scoring

World’s #1 credit bureau score:the FICO® score

© 2009 FICO Corporation. Confidential.13 »© 2009 Fair Isaac Corporation. Confidential.»13

ProfileThe leader in decision managementFounded: 1956NYSE: FICOAnnual Revenue (approximately): $600 million

Products &Services

Analytics: scores and modelsDecision management applicationsDecision management tools

Clients &Market

5,000+ clients in 80 countries

Primary Industries: Financial services, insurance, retail, healthcare

Offices20+ offices worldwideHQ in Minneapolis, MinnesotaRegional Hubs: London, Birmingham (UK), Madrid, Sao Paulo, Bangalore, Beijing, Singapore

Leader in Decision Managementtransforming business by making every decision count


• Independent Product teams• No sharing or reuse • Multiple reviews of similar or identical content• Large content “chunks,” cumbersome review/update process• Inefficient and costly localization

Originations To Dev.

/ build

Fraud

Cust. Mgmt.

Coll. & Rec.

Existing Authoring Process

Edit FinalizeAuthor Review (PDF, chapter or book) LocalizeDesktop publish /

Webworks Help

To Dev.

/ buildEdit FinalizeAuthor Review (PDF,

chapter or book) LocalizeDesktop publish / Webworks Help

To Dev.

/ buildEdit FinalizeAuthor Review (PDF,

chapter or book) LocalizeDesktop publish / Webworks Help

To Dev.

/ buildEdit FinalizeAuthor Review (PDF, chapter or book) LocalizeDesktop publish /

Webworks Help


FICO had been monitoring DITA for several years

So what moved us from investigation to adoption?

Source: http://www.scriptorium.com/palimpsest/2009/03/dita-adoption-increasing-overall.html


New Paradigm: Common Architecture

Customer Mgmt.

C&R

Originations

FraudCOLLECTIONS & RECOVERY

ORIGINATIONS

FRAUD

CUSTOMER MGMT

The old paradigmThe new paradigm

Blaze Advisor

Model Builder

FICO was changing the way we developed our products, which would impact the documentation.


Additional Drivers

» Agile Development» Frequent product iterations

required more modular documentation approach

» Standard timelines compressed into shorter cycles

» Localization» Structured content easier to

translate than traditional formats

» XML removed DTP cost for new languages


Iteration 1 Topics

Edit Finalize PDF

Authoring Process Goal

Author ReviewAutomated publishing

with XSLT and scripts

Help

HTML

Client Info

Center

Edit FinalizeAuthor Review



Iteration 2 Topics

Iteration 3 Topics

Iteration 4 Topics

Localize

Localize

Localize

Localize

• Needed to move to structured content• Easier to write and share smaller chunks of content

• across products• across deliverables• across languages

• Faster time to market• Easier and cheaper localization *another big driver


Streamlining Documentation Processes

To help make a clean move to DITA and ensure quality content in all languages, we needed to:

1. Make organizational changes in the department2. Define standards3. Define terminology4. Figure out how to enforce the standards


Step 1: DITA Training

• Contracted with IBM to provide in-house training on information architecture (IA) and DITA authoring

• IA training – 3 days• XMetaL training – 4.5 days• Flew in managers for IA; other writers attended over web conferences• Flew in everyone for hands-on DITA training in XMetaL• Recorded all for future needs

• “Train-the-trainer” sessions with SDL Trisoft for tech leaders

• Process Committee developed in-house training and documentation on DITA tools and workflows, and presented it over a series of twice-weekly two hour web conferences


Organize to Write in DITA

Writers from each product group are assigned to a common components “workgroup” focused on developing content for a particular aspect of common functionality.

Writers from each product group are

assigned to a “DITA committee”

focused on identifying and implementing FICO’s DITA standards.

Short

Term

Long

Term


Re-Write Style Standards

FICO’s Style Guide was completely rewritten for DITA.• Standardized phrasing• Identified approved and forbidden terms• Included information on minimalism• Defined graphics and diagramming

standards• Defined capitalization & punctuation

standards• Etc.

Recommendations -> Requirements


Define Global Terminology

» Before we could start sharing content, we had to consolidate our terminology.» Better user experience, help with branding, better quality.

Same idea, different terminology:Concept: The business process by which documents, information, or tasks are passed

from one participant to another for action, according to a set of procedural rules, which can be partially or completely automated.

Term: “Workflow” (in Originations) and “Process Flow” (in C&R)

Same terminology, different idea:Term: Statistical ReportConcept (in Fraud): A report that pulls from historical data. Usually this is summary data

that is generated by a report service and persisted in non-production tables designed for this purpose, in order to enable reporting on large amounts of data without the need to query the production tables.

Concept (in TRIAD): A report that lists values based on processed and/or analyzed data.

»DM Glossary project was born


Multiple Divergent Glossaries – No Real “Master”

Misc. glossaries on the CIC

Product

glossaries

Emailed

suggestions

Product

family

glossaries

Industry glossaries


Getting Buy-in Across the CompanyProduct Management:

Originations

Customer Management

Fraud

Collections & Recovery

Common Components

Analytics

Legal Marketing

Product Documentation:

Elizabeth Gschwind

Tom Goering

Jane Randolph

Carroll Rotkel

Global Architecture

Product Documentation has final say on the phrasing of the definition. Product Management has final say on the technical content.

Security and Sys Admin


Terminology Now

» Everything in one place, one definitive source.


Standardizing and Enforcing Localized Terminology

Moved away from standalone product/language glossaries

to one glossary for all products and languages

SDL MultiTerm


Tying it all together: Global AMS

» SDL AuthorAssistant interfaces with Translation Memory, MultiTerm, and Style Rules

» Improves quality and cost to localize

» Authors work in familiar tools

AuthorAssistant

» MultiTerm (DNTs, acronyms, approved vs. unapproved terms)

» Terminology sequencing makes it possible to keep old information without jeopardizing quality.

» Ties into TMS

» Linguists don’t have to search for terms

» WRITERS » TRANSLATORS

Global Authoring Management System

Str

uctu

red

Con

tent

Inf

rast

ruct

ure

Structured Product Content Suite

Content Quality Checking

Intelligent Product Content Dynamic Delivery

Reviewers / SMEs / Casual Contributors

DITA

Component Content Management

Global Customer Engagement

Pain points

Top 31. Customers complain that documentation is badly

written and inconsistent – poor customer experience

2. Translation quality is low and costs are high due to inconsistent and uncontrolled company writing style

3. Distributed authoring makes it difficult to adhere to writing guidelines across the company and causes inconsistencies in documentation

78% of tech docs teams have a style guide

*SDL Global Authoring Survey 2009

Tech Docs Today

53% of global companies say have globally dispersed authoring teams


Tech Docs Today

45% of technical documentation teams translatetheir content and 33% write content for a ‘global’ audience


Tech Docs Today

75% of global companies say that inconsistent terminology has the biggest impact on ‘quality of content’*

*SDL Terminology Survey, Jan 2010

Tech Docs Today

SDL Global AMS

SDL Global Authoring Management System empowers organizations to create content that is easy for

customers to find and understand, and is optimized for localization.

It allows content developers to communicate consistently with customers by offering them access to company terminology, previously written content and

company style and branding guidelines from within their favourite authoring tools.

Key benefits

30% increase in authoring efficiency

10 % reduction in translation costs for documentation

Makes information easier to find for your customers

One common voice and writing style consistent across groups of writers

Features

Plug-ins for the most popular editors in the industry –Microsoft Word, JustSystems XMetaL, PTC Arbortext Editor, Adobe FrameMaker

AutoSuggest technology – unique feature to provide as-you-type suggestions of previously written content to content developers

Integrated with SDL MultiTerm for sophisticated terminology management

Integrated with computer-aided translation technology to ensure source content and translated content are aligned and consistent

Features

Linguistic Brain technology provides unique linguistic analysis of content

Out-of-the-box industry style guides provided – Chicago Manual of Style, Microsoft Manual of Style for Technical Publications, Simplified Technical English rules

Customize your own style rules with minimal training Batch reporting on quality, consistency and cost of

multiple documents

What is AutoSuggest?

Like ‘predictive text’ – offers discovery of previously written sentences as-you-type, using content stored in a translation memory

Designed for increased authoring productivity, maximised reuse, localization-optimized documents

Vision is for ‘content discovery’: content developers create new, structured documents and web content rapidly by utilising content from multiple repositories, in multiple languages

Some of Our Customers

Questions?

Thank You for Joining Us

Coming Attractions:Product Content Maturity Model Webinar – Part 3

Dec 8: Product Content Evolution: The Structured Phase Registration

www.sdl.com/en/xml/events/2011-12-08-pccm-structured.asp

DITA Webinar

Dec 15: DITA Emerging Trends and Best Practices: Practical Solutions for 2012 and Beyond

Hosted by Comtech Svcs and SDLRegistration

www.sdl.com/en/xml/events/2011-12-15-webinar-dita-emerging-trends.asp

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