1. RECLAIM THE USER
EVOLVING FROM INFORMATION CREATION TO INFORMATION EXPERIENCE
LAVANYA KRISHNAMURTHY AND SANDEEP MEDIKONDA
CA TECHNOLOGIES
© 2016, STC INDIA CHAPTER

2. AGENDA Reality Check! Ground Reality Survey results Content Journey
Expectation vs Experience
Connecting the Dots
Evolution of Information Experience
© 2016, STC INDIA CHAPTER

3. REALITY CHECK (TRUE/FALSE)
Product documentation is the only content that a customer sees
Product content is only created by product documentation team.
I know exactly what my product is marketed for?
I know where the users are facing issues with content.

4. GROUND REALITY
Product content includes all the product-related information that customers are exposed to.
Different teams author different type of content for customers
Datasheet
Sales Deck
Services Docs
Education Courses
User Interface
Documentation
Communities
KB Articles
User Journey
Buyer Journey

5. DO WE ALL CONVEY THE SAME MESSAGE?
© 2016, STC INDIA CHAPTER

6. GROUND REALITY – SILO’ED CONTENT TEAMS

7. GROUND REALITY – EACH PAINTING A DIFFERENT PICTURE

8. EXPECTATION VS EXPERIENCE

9. DISCLAIMER
None of the examples shown hereinafter are intended to show any person or company in bad light. Our aim is to help create awareness about the gaps, so that we can work towards fixing them.

10. TERMINOLOGY DIFFERENCES
Datasheet
Documentation
© 2016, STC INDIA CHAPTER

11. MISSING INFORMATION
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12. MARKETING VS TECHNICAL CONTENT
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13. MARKETING VS TECHNICAL CONTENT: INCONSISTENT MESSAGING
© 2016, STC INDIA CHAPTER

14. DISCRETE PLATFORMS - FINDABILITY PERILS
© 2016, STC INDIA CHAPTER

15. CONNECTING CONTENT VS MESSAGES
Links to other product-related content
Connects content in different platforms
Connecting Messages
Provide a consistent message across deliverables
Use the same terminology
Be on the same page in terms of business problems addressed and the solution offered

16. WHAT CAN YOU DO? BE THE CONNECTING LINK

17. STEP UP AND LEAD Collaborate with content creating teams
Define the terminology
Review the content and help fix the inconsistencies
Go beyond traditional documentation
© 2016, STC INDIA CHAPTER

18. WHAT NEXT? Read up the Data Sheet for your product
Pick one key feature
Look for related documentation
Assess the findability
Check out the related content in Education courses and communities
Present your analysis and suggestions to your Product Manager
Collaborate with content creating teams and ensure consistent messaging across the board
Promote content in communities

19. IMPROVING PRODUCT DOCUMENTATION
Write an introduction for your product and the business problems it solves
Use the key terms in the first 140 characters of an article.
Restructure content based on key capabilities
For new features, include the business context and the problem the feature solves

20. Evolving from information creation to information experience.
KEY TAKEAWAYS
Understanding the inconsistency in the information that an organization delivers to customers.
Importance of consistent information and how it influences the brand value.
Collaborating with different information creation teams to deliver consistent information.
Evolving from information creation to information experience.
© 2016, STC INDIA CHAPTER

21. QUESTION HOUR
© 2016, STC INDIA CHAPTER

22. Lavanya Krishnamurthy Sandeep Medikonda