Published on March 5, 2014
Building a content portfolio for multi-channel publishing Minna Vänskä Senior Offering Manager Nokia
THE NEW LUMIA RANGE THIS IS LUMIA
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IN-DEVICE USER GUIDE In-device user guide comes with the Nokia Care app. 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
Keys and parts Product has a multitude of parts, prioritisation and dividing to shorter lists required. Using photos is not an optimal solution Graphic has been crammed to a table making it when hardware is mostly black. illegible and irrelevant.
Get started Too many lines and details.
We did qualitative research We lacked quantitative and behavioral data Interviews Behavioral data Surveys Benchmarking Web analytics Focus groups Diary studies UX lab studies, Field studies, evaluations Direct feedback 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
It’s not technology, it’s 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 Self-assisted GPS (SA-GPS) helps your modeling calculations to provide faster and phone find your location quickly – without more accurate positioning without using a using a network connection. network connection. World clock view Check the time around the world Your service provider may also send you You may receive (X) in a message. these settings as a configuration message.
Benefit statements, visuals
One style – One Nokia
2. INCREASES IN VISUALISATION
RENEWAL OF THE NOKIA WEBSITE
Example: +400% Lumia 900: • 35 illustrations: (0.17 illustration / page) Lumia 920: • 86 illustrations: (0,8 illustrations / page) But it’s 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 Legal requirements: country & region HW variants Product Product Product Product Product SW variants & operator reqs Product Product Product Product Product Product Product Product 50+ languages Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product 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. country country country Print country country country In device country country country Web deliverable deliverabledeliverable deliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable deliverable deliverabledeliverable deliverable deliverable
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
HOW TO MEASURE AND DISCUSS ABOUT CONTENT 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.
SUMMARY 1. 2. Unify style to enable reuse. It’s not technology. It’s what you do with it. 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 reuse 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.
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