Self-Service Content Barcelona, Oct 1, 2014 Gerry McGovern

Cross-functional collaboration Quality, not quantity Design first for core / top tasks Pair writing / collaboration Start with strategy, not tool Process for content

Cohesive digital strategy Cross-functional collaboration Content & UX collaboration Test quickly, test often Findability Structured content

Structure / metadata Internet of things & people

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In a year, how many pages can Susan professionally manage? 100?

200?

300?

500?

700?

1,000?

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Speed & Repetition SLOW TO DO FAST TO DO HIGH REPETITION LOW REPETITION

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Control vs Complexity HIGH COMPLEXITY LOW COMPLEXITY HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Implications & Vulnerability HIGH IMPLICATIONS LOW IMPLICATIONS ENABLED CUSTOMERS VULNERABLE CUSTOMERS

Best Over The Phone Perfect for Self-Service A Mix of Channels Face-to-Face Most Suitable Self-Service? Service vs Self-Service Costs LOW SERVICE STAFF COSTS HIGH SERVICE STAFF COSTS LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS

LOW ONLINE DEMAND HIGH ONLINE DEMAND HIGH SELF-SERVICE COSTS LOW SELF-SERVICE COSTS Sweet Spot for Web Self-Service Complex Complicated Simple Self-service Sweet Spot Face-to-Face Sweet Spot Phone Sweet Spot Divorce Planning permission Standard contract questions

Task 5 – Cloning Does Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning? Task Performance Critical Issues TPI = 0 Median time on task (sec) = 162 Target time on task (sec) = 30

And the answer is.... YES

1.Simplicity 2.Convenience 3.Control 4.Speed 5.Price 6.Continuous improvement Online self-service principles

SIMPLICITY

“Streamline" experience Prevent "distractions"

Whatever……

TOP TASKS TINY TASKS Content Publishing activity

CONVENIENCE

“dublin sunrise”

CONTROL

SPEED

second delay 4% reduction in ad revenue

Seconds of Orientation

PRICE

CONTINIOUS IMPROVEMENT

We focus on user needs. RELENT LESSLY

46 November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password recovery =

47

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49 May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure RatesCompletion Time Password Recovery =

50 “Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.” Martin Hardee, Director for Cisco.com AND EVEN CONTENT EDITORS!!!

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