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The document discusses building a digital experience that supports a customer's journey through a company's product documentation. It describes challenges such as complex navigation relationships that need managing and updating, and developing a taxonomy and content delivery platform simultaneously. Solutions included creating a simple application for authors to apply metadata, optimizing the metadata model to improve search, and converting a mind map into a taxonomy to manage navigation relationships. The results were an 8x increase in content views and users, with 300% more interactions.
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- 3. LONG TERM LOYAL CUSTOMER W E PRE-SALE IMMEDIATE POST-SALE DISCOVER SEARCH COMPARE TRUST RESEARCH EVANGELIZE DECIDE PURCHASE FRIEND PURCHASE USE SHARE N GET HELP PURCHASE PERSONALIZE EACH STEP CAN WIN OR LOSE THE HEART OF THE CUSTOMER
- 4. LONG TERM LOYAL CUSTOMER S W E PRE-SALE IMMEDIATE POST-SALE DISCOVER SEARCH COMPARE TRUST RESEARCH EVANGELIZE DECIDE PURCHASE FRIEND PURCHASE USE SHARE N GET HELP PURCHASE PERSONALIZE
- 5. LONG TERM LOYAL CUSTOMER S W E N GET HELP AND THEY LOOK FOR ANSWERS WHEREVER THEY CAN IMMEDIATE POST-SALE PRE-SALE DISCOVER SEARCH COMPARE TRUST RESEARCH EVANGELIZE DECIDE PURCHASE FRIEND PURCHASE USE SHARE PURCHASE PERSONALIZE
- 10. PRODUCT DOCUMENTATION BECOMES A MAJOR INFLUENCER ON CUSTOMER EXPERIENCE 36% 89% 2012 2016 Of companies expected to compete mostly on the basis of customer experience DIGITAL CX IS BECOMING A PRIMARY AREA OF INVESTMENT DOCUMENTATION IS SEEN AS AN ESSENTIAL ELEMENT THROUGHOUT THE CUSTOMER JOURNEY THE INTELLIGENT CONTENT REVOLUTION IS REACHING MASS MARKET
- 12. DellEMC has closed this gap Technical Resource Center Make all document types accessible from a single hub
- 13. Content Transformation: Building a Digital Experience that Supports Your Customer’s Journey
- 14. © Copyright 2016 Dell Inc.14 Background
- 15. © Copyright 2016 Dell Inc.15 CI and HCI System Outcomes Deliver high business value More applications deployed Faster time-to-market Reduction in downtime Less time keeping lights on 4.6X 4.4X 96% 41%Converged operations Dell - Internal Use - Confidential15 of 70
- 16. © Copyright 2016 Dell Inc.16 About Me Content Architect and Program Manager With Dell EMC 4 years 18 years in Global Content Development Born and live in Cork, Ireland Married with 2 children (5 & 2 years old) Baker, Soccer fan, and (before I had kids) Golfer
- 17. © Copyright 2016 Dell Inc.17 Project justification Internal Information Center delivery of content PDF deliver of external content on company website No single central location or search for content No agreed taxonomy: Metadata applied informally Very little data on user experience and search Need to provide solutions for customers that delivered the right content at the right time
- 18. © Copyright 2016 Dell Inc.18 Content Delivery Platform
- 19. © Copyright 2016 Dell Inc.19 Metadata • Data about content • Metadata is composed of one or more metadata elements • Provides context, definition and additional relevant information about content • Tagging: – The process of assigning metadata to content – Values can be from controlled vocabularies or free text values Kermit Muppet Frog Performer Jim Henson Green May 9, 1955
- 20. © Copyright 2016 Dell Inc.20 Taxonomy • Taxonomy: – A structure used for classifying information into a hierarchy of categories and subcategories* • Taxonomy to support and improve search results • A taxonomy is not static. It is a living thing that adapts and evolves as business grows and changes • Uses – Enhance information retrieval – Foster connections between information – Clarify similar concepts – Harmonize vocabulary
- 21. © Copyright 2016 Dell Inc.21 Taxonomy & Metadata Together in harmony • Metadata describes your content • Taxonomy organizes it • Together they provide the context and definition of the content
- 22. © Copyright 2016 Dell Inc.22 Content Delivery Platform
- 23. © Copyright 2016 Dell Inc.23 Metadata requirements Search and Navigation Security Publish Monitor
- 24. © Copyright 2016 Dell Inc.24 Challenges and solutions • Brainstorming, mind-mapping and prototyping • Research other Zoomin implementations and wider industry solutions • Provide tooling to support the application of metadata • Centralize metadata management and governance • Research and stakeholder engagement • Determining metadata requirements and implications • Developing the taxonomy and platform simultaneously • Implementing a new DITA paradigm – classification maps • Understanding change management within embedded metadata • Understanding analytics and metrics Challenges Solutions
- 25. © Copyright 2016 Dell Inc.25 Developing the model • Brainstorming using mind mapping techniques • Quick identification of key criteria: • Navigation and search facets should maintain a parallel approach • Metadata application should be lightweight • Segregate publishing and content metadata • Prototype and share quickly • Apply and trial within the development framework Technology Extension VCE Fabric Technology Extension Components Restriction Services Data Protection RCM Data Published VCE Systems VCE Software Solutions Installations Administartion White Paper Architecture Security Software Dev Information Types Metadata
- 26. © Copyright 2016 Dell Inc.26 Challenge: • Complex navigation relationships that need to be managed and updated • Need for a visual mechanism that was generally understood Solution: • Maintain the mind map with conversion script to create and apply the Taxonomy Maintenance Converged Systems VCE_ID vcesystems 1 2 2 build Collab, Prod CRGs All sherpa search categories group vce_sys VxRack Systems VCE_ID vxrack 2 2 2 build Collab, Prod CRGs All sherpa search categories group vce_sys VxRack Systems FLEX VCE_ID Vxrack100.. 1 1 1 build Collab, Prod CRGs All sherpa search categories group vce_sys Product Documentation VCE_ID Vxrack100.. 1 -1 -1 build Collab, Prod CRGs All sherpa search categories RCM VCE_ID Vxrack100.. 2 -1 -1 build Collab, Prod CRGs Customer sherpa search categories Technical and Security Alerts VCE_ID Vxrack100.. 3 -1 -1 build Collab, Prod CRGs All sherpa search categories Field Replaceable Unit (FRU) 4 -1 -1 build Collab, Prod CRGs Employee sherpa search categories VCE_ID Vxrack100..
- 27. © Copyright 2016 Dell Inc.27 Supporting writers Challenge: • Classification maps are complex and error prone • Wide group of writers implementing metadata Solution: • Create simple application to allow authors to apply metadata • Introduce error detection • Reduce support requirements
- 28. © Copyright 2016 Dell Inc.28 Search and metadata optimization Use of analytics tools to determine how the content is used and searched Optimized the metadata model to make search more effective Implementation of synonym search Optimization of the internal search engine
- 29. © Copyright 2016 Dell Inc.29 Where to next • Ever-evolving stakeholder requirements necessitate frequent updates to the model and tools • Longer term plans to isolate metadata from content to facilitate easier updates and faster application • The search for the perfect model continues…….
- 30. © Copyright 2016 Dell Inc.30 Fold increase in content views Fold increase in users Topics Monthly comments addressed Users registered Increase in interactions Experience 8 9 18,000+ 8,500+ 200+ 300%
- 31. © Copyright 2016 Dell Inc.31 Thank you