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ADAPTING OURSELVES TO
    ADAPTIVE CONTENT




MobX
@karenmcgrane
2
“
Fragmenting our content across
different “device-optimized”
experiences is a losing proposition,
or at least an unsustai...
“             You can’t afford to create a piece of
              content for any one platform.
              Instead of c...
5
We’re about to usher in a golden age
       of PDFs on the iPad.




                            Paul Ford, @ftrain
“            Existing art and production staffers
             from the print side would be
             responsible for m...
All I see is an
  entire organization screaming,
“WE WANT IT TO BE THE EIGHTIES
          GODDAMMIT.”




        Condé Na...
COPE: Create Once, Publish Everywhere
C
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T

P
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O
V
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E
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S




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    NPR, Open Content and API’s, O’Reilly Oscon   14
NPR.ORG




                NPR Digital Media Examples
          NPR, OpenCOPE and API’s, O’Reilly Oscon
                o...
NPR.ORG
PLAYER




          NPR Digital Media Examples
          of COPE
NPR NEWS
iPHONE APP
NPR MOBILE
WEB SITE
NPR ADDICT
IPHONE APP
Produced by a public user,
based entirely on the NPR API
NPR ON THE
PUBLIC RADIO
PLAYER
NPR ON
WBUR
NPR ON
MPR
NPR ON
iGOOGLE
NPR IN
iTUNES
NPR’S
CMS
NPR’S API
BUSINESS VALUE?
31,000




                           2010 IPAD ISSUE SALES
         22,000




                  13,000
                 ...
NPR PAGE VIEWS   88M




  43M
“
Over the last year, NPR’s total page
view growth has increased by more
than 80%.
How did we get that much growth?
Our AP...
“
The biggest impact that the API has made,
however, is with our mobile strategy. The
API has enabled NPR product owners t...
THE FUTURE OF MOBILE
IS STRUCTURED CONTENT
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL     ...
REUSABLE CONTENT STORE
THE PRIMACY OF PRINT
Thinking about where content will “live”
    on a “web page” is pretty 1999.




                   Lisa Welchman, @lwelch...
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL       ...
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL       ...
MOBILE
                      WEB       MOBILE
           WEBSITE
                                 APPS




  SOCIAL       ...
MOBILE
                       WEB       MOBILE
           WEBSITE
                                  APPS




  SOCIAL     ...
“              Traditional publishing and content
               management systems bind content
               to display...
“            A semantic content publishing
             system creates well-defined chunks
             of content that ca...
WHAT DO WE NEED
TO GET THERE?
WRITE FOR THE CHUNK, NOT
FOR THE PAGE
DEMYSTIFY METADATA
BETTER CMS WORKFLOW
46
47
TRUNCATION IS NOT A
CONTENT STRATEGY
BLOBS vs. CHUNKS
DEMYSTIFYING METADATA
METADATA PROGRAMMATICALLY
BUILDS PAGES
Metadata is the new art direction.




                  Ethan Resnick, @studip101
METADATA HELPS PRIORITIZE
CONTENT
BETTER CMS WORKFLOW
Content admins hate all the fields.
But the reason they hate all the fields
       is the workflow is bad.




           ...
CMS IS THE ENTERPRISE
SOFTWARE THAT UX FORGOT
“
Beautiful software, even for back-end
users, is becoming an expectation.
We’re moving in this direction
because we now u...
USE MOBILE AS A WEDGE.
The more structure you put into content
       the freer it will become.




                   Rachel Lovinger, @rlovinger
SEPARATION OF CONTENT
FROM DISPLAY.
(FOR REAL THIS TIME.)
The future of content management systems
is in their ability to capture the content in a
    clean, presentation-independe...
DESIGN WITH AND FOR
STRUCTURED CONTENT.
I’ve never seen anyone regret having
flexibility in how they deploy content.




                            Jeff Eaton, @...
DANKE!
THANKS!


@karenmcgrane
karen@bondartscience.com
www.bondartscience.com
+1 (917) 887-8149
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
Adapting ourselves to adaptive content
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For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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Adapting ourselves to adaptive content

  1. ADAPTING OURSELVES TO ADAPTIVE CONTENT MobX @karenmcgrane
  2. 2
  3. “ Fragmenting our content across different “device-optimized” experiences is a losing proposition, or at least an unsustainable one. —Ethan Marcotte Responsive Web Design
  4. “ You can’t afford to create a piece of content for any one platform. Instead of crafting a website, you have to put more effort into crafting the description of the different bits of an asset, so they can be reused more effectively, so they can deliver more value. —Nic Newman, BBC Nimble Report, http://nimble.razorfish.com
  5. 5
  6. We’re about to usher in a golden age of PDFs on the iPad. Paul Ford, @ftrain
  7. “ Existing art and production staffers from the print side would be responsible for making two iPad layouts (one in portrait and one in landscape) on Adobe’s platform. —Condé Nast Is Experiencing Technical Difficulties http://www.observer.com/2011/07/scott-dadich-ipad-conde-nast/?show=all
  8. All I see is an entire organization screaming, “WE WANT IT TO BE THE EIGHTIES GODDAMMIT.” Condé Nast Is Experiencing Technical Difficulties
  9. COPE: Create Once, Publish Everywhere
  10. C O N T E N T P R O V I D E R S M U S I C P A R T N E R S NPR, Open Content and API’s, O’Reilly Oscon 14
  11. NPR.ORG NPR Digital Media Examples NPR, OpenCOPE and API’s, O’Reilly Oscon of Content
  12. NPR.ORG PLAYER NPR Digital Media Examples of COPE
  13. NPR NEWS iPHONE APP
  14. NPR MOBILE WEB SITE
  15. NPR ADDICT IPHONE APP Produced by a public user, based entirely on the NPR API
  16. NPR ON THE PUBLIC RADIO PLAYER
  17. NPR ON WBUR
  18. NPR ON MPR
  19. NPR ON iGOOGLE
  20. NPR IN iTUNES
  21. NPR’S CMS
  22. NPR’S API
  23. BUSINESS VALUE?
  24. 31,000 2010 IPAD ISSUE SALES 22,000 13,000 11,000 10,500 8,700 4,300 2,775 Sept. Nov. Sept. Nov. Sept. Nov. Sept. Nov.
  25. NPR PAGE VIEWS 88M 43M
  26. “ Over the last year, NPR’s total page view growth has increased by more than 80%. How did we get that much growth? Our API. —Zach Brand, Senior Director Technology, NPR
  27. “ The biggest impact that the API has made, however, is with our mobile strategy. The API has enabled NPR product owners to build specialized apps on a wide range of platforms and devices, liberating them from being dependent on custom development to access the content. Through this process, we built our iPhone and iPad apps, mobile sites, Android app and HTML5 site, some of which were turned around in a matter of weeks!
  28. THE FUTURE OF MOBILE IS STRUCTURED CONTENT
  29. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET
  30. REUSABLE CONTENT STORE
  31. THE PRIMACY OF PRINT
  32. Thinking about where content will “live” on a “web page” is pretty 1999. Lisa Welchman, @lwelchman
  33. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS PRINT MICROSITES PRINT BLOGS EMAIL INTRANET
  34. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS WEB MICROSITES PRINT BLOGS EMAIL INTRANET
  35. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS MOBILE MICROSITES PRINT BLOGS EMAIL INTRANET
  36. MOBILE WEB MOBILE WEBSITE APPS SOCIAL TABLET MEDIA APPS CONTENT MICROSITES PRINT BLOGS EMAIL INTRANET
  37. “ Traditional publishing and content management systems bind content to display and delivery mechanisms, which forces a recycling approach for multi-platform publishing. —Dan Willis http://dswillis.com/uxcrank/?p=378
  38. “ A semantic content publishing system creates well-defined chunks of content that can be combined in whatever way is most appropriate for a particular platform. All display issues are addressed by delivery applications, rather than by a content management system earlier in the process. http://dswillis.com/uxcrank/?p=378
  39. WHAT DO WE NEED TO GET THERE?
  40. WRITE FOR THE CHUNK, NOT FOR THE PAGE DEMYSTIFY METADATA BETTER CMS WORKFLOW
  41. 46
  42. 47
  43. TRUNCATION IS NOT A CONTENT STRATEGY
  44. BLOBS vs. CHUNKS
  45. DEMYSTIFYING METADATA
  46. METADATA PROGRAMMATICALLY BUILDS PAGES
  47. Metadata is the new art direction. Ethan Resnick, @studip101
  48. METADATA HELPS PRIORITIZE CONTENT
  49. BETTER CMS WORKFLOW
  50. Content admins hate all the fields. But the reason they hate all the fields is the workflow is bad. Jason Pamental, @jpamental 58
  51. CMS IS THE ENTERPRISE SOFTWARE THAT UX FORGOT
  52. “ Beautiful software, even for back-end users, is becoming an expectation. We’re moving in this direction because we now understand that better content management systems foster better content. —Matt Thompson http://www.poynter.org/how-tos/digital-strategies/134791/4-ways-content-management-systems-are-evolving-why-it-matters-to-journalists/
  53. USE MOBILE AS A WEDGE.
  54. The more structure you put into content the freer it will become. Rachel Lovinger, @rlovinger
  55. SEPARATION OF CONTENT FROM DISPLAY. (FOR REAL THIS TIME.)
  56. The future of content management systems is in their ability to capture the content in a clean, presentation-independent way. Daniel Jacobson, NPR
  57. DESIGN WITH AND FOR STRUCTURED CONTENT.
  58. I’ve never seen anyone regret having flexibility in how they deploy content. Jeff Eaton, @eaton
  59. DANKE! THANKS! @karenmcgrane karen@bondartscience.com www.bondartscience.com +1 (917) 887-8149
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For years, we've been telling designers: the web is not print. You can't have pixel-perfect layouts. You can't determine how your site will look in every browser, on every platform, on every device. We taught designers to cede control, think in systems, embrace web standards. So why are we still letting content authors plan for where their content will "live" on a web page? Why do we give in when they demand a WYSIWYG text editor that works "just like Microsoft Word"? Worst of all, why do we waste time and money creating and recreating content instead of planning for content reuse? What worked for the desktop web simply won't work for mobile. As our design and development processes evolve, our content workflow has to keep up. Karen will talk about how we have to adapt to creating more flexible content.

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