technology is not the problem: business focus > tools focus

TECHNOLOGY IS NOT THE PROBLEM

Paul Perrotta, Director, Shared Content Services

Juniper Networks Information Experience

Business focus > tools focus

AGENDA

Introduction

Context

Five-Step Process

Tools / Status

3 Copyright © 2012 Juniper Networks, Inc. www.juniper.net

A LITTLE ABOUT ME…

• 25+ years in technical communication• 18+ years in management• BS, Technical Writing & Editing, from Carnegie Mellon University, Pittsburgh,

PA

In General

• Director, Shared Content Services, Juniper Networks (March 2012 to Present)

• Retirement (March 12, 2010 to March 12, 2012)

• Senior Manager, Technical Documentation, Network Management Technology Group, Cisco (2000 to 2010)

• Acting Account Mgr, EDS, at Fujitsu Microelectronics (1998 to 2000)

• EDS Operations Mgr and Acting Director, Technical Documentation, Pyramid Technology (1994 to 1998)

• Manager/Writer at Pyramid Technology (1990 to 1994)

• Writer at IBM/ROLM Systems (1985 to 1990)

Career Landscape


CONTEXT


LANDSCAPE

Juniper has grown significantly since 2006

Tech Pubs function was distributed through company

Documentation quality needed improvement

Tech Pubs was a “black box”

Juniper needed a broad vision for Tech Pubs function

Execs wanted Tech Pubs to accelerate investment in industry trends

Core Access & Aggregation

Campus & Branch

Data CenterEdge WAN Consumer & Business Device

Juniper Networks

First 10 Years Of Juniper: 1996-2006Breadth of Today’s Portfolio

T M PTX

E M MX SRX MobileNext MediaFlow

ACX MX

QFX MX EX SRX vGW MediaFlow

MX SRX M

NetScreen

SRX MX WLAN Junos

Pulse

Junos Pulse EX

Revenue (ttm) ..... $4.33BMarket Cap ..........$9.68B# Employees..........9,129


JUNIPER IX ORGANIZATION

Content Team

Content Team

Content Team

Content Team

Content Team

Content Team Doc Eng

Content Apps & Pathfinder

Web User Experience

Next-Gen Info Delivery

Authoring & Publishing SW

Productivity & Cust Feedback

Tools

Shared Content Services

Business Mgmt

Content BI

Editing

Illustration

Bangalore Site Leadership

Info Architecture

VP, JuniperInfo Experience

IA


WHAT WE DO

Technical IllustrationsDocument Engineering Authoring/content

management tools PathFinder (Feature

Explorer) Tools support and content production

Technical Documentation website portal site management, editorial programming

Technical Communications New content for NPIs, RLIs Overview content Network Config Examples Sustaining documentation

Complete Software Guide for Junos OS for the QFX Series. Release11.3

Localization Program Management


FAST FACTS…

90% of www.juniper.net content

1M web pages on www.juniper.net/techpubs

1.5M page views monthly

Today’s metrics Annual customer sat survey Feedback widget PR and CVBC backlogs

http://www.juniper.net/

http://www.juniper.net/techpubs


OUR JOURNEY:A FIVE-STEP PROCESS


THE FIVE-STEP PROCESS

Do an Inventory / Analysis and Evangelize it1

Define a Vision and Strategy2

Give the Sales Pitch3

Propose a Funding Model4

Reinforce the Benefits5


STEP 1: DO AN INVENTORY / ANALYSISAND EVANGELIZE IT


OBSERVATIONS…

Strong technical talent

Passion around discipline and pride in quality work

Sense that Tech Pubs is valued

Perception that Tech Pubs is under-resourced is pervasive―both within and outside of Tech Pubs

Some resistance to change

Need some new skill sets to help w/transformation

People

No consistent content “BOM”

Was missing Governance process

Authoring process could be more agile

Execution against previous strategies has been slow

Processes

Unified toolset (ArborText Editor/ Teamsite CMS)

Disagreement on tools strategy

Topic-based authoring /publishing is good

Dynamic Content Generation Capability

Tools/Technology

Progress towards quality improvement

Juniper.net content experience could be better integrated

Tech Pubs nav scheme is mostly consistent, but needs additional nav pivots

Juniper web sites need social networking and personalization capabilities

Content not widely available in multiple langs

User Experience


HIGHLIGHTS OF CURRENT STATE

Content Portfolio Network Configuration Examples Technology Overviews

Progress towards Quality Initiatives Documentation bugs Examples Progress towards consistent

web experience

Innovation Topic Architecture (re-use) Mobile delivery strategy


CUSTOMER FEEDBACK…

Content quality needs improvement

Customers want broader portfolio of content

More config. examples wanted

More “solutions” content needed

More localized content


WHAT’S THE ROOT CAUSE OF THE PROBLEMS?

Lack of Unified Strategy

Concentrated efforts could target issues and make improvements1

Insufficient Focus

on Quality

Inconsistent content “BOM” Need for more in-depth, accurate and relevant information

2

Insufficient Focus on User Experience

Expand content portfolio: Solutions, Best Practices, Technology Overviews Integrated, seamless web content experience; improved search &

navigation Globally ready products/content (Localization/Internationalization)

3

Inefficiencies in the System

Duplication of functions across TP People/Processes/tools can be aligned/streamlined/automated4

TP not Scaling with Engineering

R&D grew significantly in last 3 years; TP headcount ~flat Current eng/writer ratios are below industry norms (vs. 1/12 industry

average), and spend as % of R&D is low (vs. 5% industry average)5


NEXT STEPS…

Developed “Quick Wins” program to address root causes…

Then Steps 2, 3, 4, and 5…

Quick WinsProgram


STEP 2: DEFINE A VISION AND STRATEGY


WHAT IS THE VALUE OF TECHNICAL DOCUMENTATION?

Technical documentation is a key part of the information experience, and is our “product interview.” Content helps the field sell and helps customers understand the value prop of our products.

Product Purchase, Adoption, & Absorption (TTD)

Increase TTV; Decrease TCO Increase Customer Satisfaction Enable Juniper Ecosystem

Customer Retention

Reduced cost of support, field productivity, etc.

Operational Efficiency

"…Documentation informs prospects how their product is differentiated and steers them expeditiously through the sales cycle, successfully converting a prospect into a paying customer."

Forbes Magazine, 2010


Vision/Mission

Vision Juniper’s customers are empowered and

connected through an architected information experience

Mission Demonstrate our content is a competitive

advantage and a factor in driving product sales and adoption, and customer retention

Delivering high-quality, industry leading content that is integral to the product and platform.

Delivering content in new, dynamic and innovative ways, including Video and Social Media, that align with technology and customer usage trends


INFORMATION EXPERIENCE

App Notes Best Practices Hand Books

Data Sheets White Papers Solutions

Deployment Config examples Reference Rel Notes

KBs Tech Notes T-Shooting

Product Training Certifications

Solutions Field-Oriented

Info

Online Help

Juniper WebProduct UI

OnlineCommunities

Juniper.net Different CMSs/databases for each silo Web portals for each silo Tools for each silo

Accelerates adoption and deployment

Time to value Reduces TCO

Customer View

What is the source of

truth?

How do I make sense

of it all?

CorpMktg

ProdMktg

TechPubs

TrainEduc

ProfServ

JTAC

Information Quality Reduces complexity Reduces cost of support Increases customer sat

Benefits of integrating the info experience Content Testing PR/CVBC Backlog Accuracy and Depth Fill gaps in Content Portfolio


Information Quality Information accuracy, relevance, technical depth improvements Increase Customer Sat

Next-Gen iX Delivery New, dynamic ways of delivering information (e.g., Dynamic Books, Videos, etc.) Increase customer sat; delight our customers; give field new tools

User Experience Architected, integrated, intuitive user experience with our web sites and content Shift from Feature-centric to Product/Solutions focused content

Social Media Leveraging Social Networking to connect with customers and draw them into Juniper Scaling by encouraging the Community to create content

Org Evolution Org set to achieve industry leadership TP transformation to “Information Experience”

STRATEGIC FRAMEWORK: 5 BIG BETS


Tech Pubs vs. iX: What’s Different?

Big Bet Tech Pubs iX

User Experience Traditional Tech Pubs experience Architected Information Experience

User Experience Information Quality

Feature-centric documentation; English-centric content

Shift to user-focused content (products/ solutions)

Social Media Minimal Community/Forum engagement

Shift from content creation org to content creation and knowledge curation

Next-Gen Information Experience Static content, search/access issues Information on Demand

Org Evolution

• Tech pubs org• Content creation focused• RLI treadmill• Few metrics

Quality and Metrics-Driven; Operationally efficient

Tech Pubs Information Experience


STEP 3: GIVE THE SALES PITCH


WHAT’S THE ROI? IS IX WORTH INVESTING IN?

JTAC support = $x.xM annually 2% case reduction = $x.xM annually

Reduced JTAC cases by 2%?

Would increase of .01 percentage points be possible? Incremental profit from each .01 percentage point market share

increase: $x.xM

Can great information products help increase Juniper’s market share?

Good documentation for one product can help create a good customer experience that leads to additional product purchases

Cross-product solutions content helps customers see value of Juniper’s product portfolio

Multi-product sales

Customers at Cisco, Microsoft said documentation was worth 10% to 20% of product cost

Value to customers of documentation as % of product cost


STEP 4: PROPOSE A FUNDING MODEL


HOW DO WE COMPARE TO INDUSTRY?

# Engineers # Writers FTE RatioTotals xxxx xx x/xx

2009 2010 2011

R&DLinear (R&D)

x% Growth

*Sources: Microsoft (2011), KnowGenesis (2007), and Cherryleaf (2003)

Juniper vs. Industry Average*Metric Juniper Industry

Writer: Engineer Ratio 1:xx 1:12

Cost of TP as % of R&D x% 5%+

Resource Investments (FTE + Cont)

Sunnyvale 50%

Bangalore 33.7%

Westford13.5%

US-Other2.9%

Core Routing

Junos

Switching Data Center

Doc Eng10%

TP Transf0.8%

Shared Services3.8%

Cost of PSD TP as % of cost of BU R&D Engineering: x%*


Fund IX as a % of R&D Tie to BU R&D cost and

fund out of central PSD budget

Watch ratios as a litmus test (but validate based on workloads, capacity/demand tool)

Use contingent staff for workload peaks, not as FTE surrogates

HOW TO FUND IX AT JUNIPER?

x% of R&D cost Currently at x.xx% Would add ~$xM annually to

existing budget Would bring us to 1:x

writer/engineer ratio

Use x% of budget for contingent staff, as needed

Fund TP Transformation at x% Add HC dedicated to Big Bets

Recommended Metrics


LONGER TERM: FY13 – FY14

Baseline (FY11)$xM (x% ofFY11 R&D spend)

FY12 Right Size/Scale w/BusinessAdjustment to x% of R&D

FY13 – FY14Continue Right-Sizing Scale w/Business tox% of R&D

x% of R&D Achieved

FY14 ->Scale w/Business to maintain x% of R&D cost

Efficiencies

Enable x% savings

5% of R&D(Industry best practice)

FY11 FY12 FY13 FY14

Addresses Information Quality Issues

Funds 3-5 year Big Bets Strategy

Achieves 1:xx Writer/Engineer ratio

5% of R&D

(Industry best practice)

x% Gap

Continue to “right size” until iX cost is x% of R&D


STEP 5: REINFORCE THE BENEFITS


Project A

Project B

Project C

Project D

Project E

Project F

Expand NCE Library

Content Testing

Commands Quick Ref Portal

Increase Content Accuracy/Depth

Basic NPI coverage for most

key programs

Limited Sustaining

Quality Initiatives

Marginal improvements

only

x% of R&D

CSAT: x.xx+

PMs to lead Big Bets

New senior talent

BI Dashboard/ Scorecard

Capacity/Demand Mgmt

Drive Ops Efficiency

Form/run iCAB and FAB

TBD Content

Solutions Content

Best Practices Guides

Integrated Marketing/Tech Pubs web sites

Nav Improvements

Localized ContentTBD Initiatives

Forum Engagement

Lmtd Forum Engagement

Pathfinder rollout to Field

Technical Videos

Improved Search

Next-Gen Tools Platform

Mobile Content Apps

InformationQuality

ProductDocumentation

Org Evolution

User Experience

Social Media

Next-Gen iX

Today: x.x%

of R&D

CSAT: x.xx

BENEFITS OF INCREASED INVESTMENT


A FEW TOOLS OF THE TRADE


TOOLS OF THE TRADE Capacity/Demand Tool Metrics/Scorecard

Customer/Partner Satisfaction Quality Strategic People and Org

Operational Efficiency Stakeholder Engagement Executive Engagement Customer Engagement


HOW ARE WE DOING?

Challenges Budgets and economy Metrics / scorecard: progress is slow

Positives Customer engagement: dramatically expanding Quality initiatives are recognized, noticed, and appreciated Executive engagement is steady Stakeholder engagement is steady Customer Satisfaction scores are up! Content applications are widely acclaimed!

THANK YOU!

technology is not the problem: business focus > tools focus

Documents

inventory

fund ix

technical

contingent

pyramid technology

industry

content

product