COPE Content Modelling for Adaptive UX - Noz Urbina

@nozurbina Urbinaconsulting.com
COPE Content modelling
for adaptive, multi-channel
UX slam-dunks

@nozurbina Urbinaconsulting.comUrbinaconsulting.com
Me (Noz Urbina)
Content strategist
Consultant/trainer
Author
Congility Chair
2014 Jun 18-20, UK
Newly independent!

Background
Big content sets
Cross-format — PDF, HTML, mobile
(e)Learning, now prototyping augmented
reality apps
Complex profile-specific delivery
• 50+ profiled outputs from a single set of source
files

In the next 120 minutes…
The market &
multichannel
COPE & UX
Modelling adaptive
content

Why are we here?
“Overt selling has given way to problem solving.
Sweeping statements have given way to conversation-
like messages.”
— Robert Rose, chief strategist Content Marketing
Institute
Image: Moyan Brenn

The Right List
• Right content
• Right format
• Right language
• Right time
Content strategy = the alignment of
people, platform and process to
advance organisational and user goals
Business
Goals
User
GoalsCS

Google
Glass
Samsung
Smartwatch
Smart TVs
The Challenge

http://cnnmon.ie/PE6CC1
http://bit.ly/OLb7cM
http://bit.ly/T1yYRE
Internet of Things

90% of participants
Google
http://bit.ly/ggl-multin

Phones were sold in pairs
We used to think point-to-point was a
good enough
It solved a problem and created new ones
Image: Jan-Hendrik Caspers

The public now touches
metadata every day

"Aggregated
metadata can
be more
revealing than
content.“
– J. Kirk Wiebe
& Bill Binney
"Not looking at
content...
sifting through
metadata“
– Barak Obama

WE ARE REACHING A
TIPPING POINT
“Media are not just means of communication [they]
mediate relationships”
— Michael Lee Wesch, assoc. Prof, cultural anthropology, Kansas State

Don Yang,
950s
Raphael,
1510

We conceive content in 2D
1
2
3
4

Customer experience is 4D
1. Length
2. Width
3. Depth
– “Drill down”
– Progressive disclosure
– Multi-asset relationships /
references
– Search/Social
4. Time
– Dynamic, real-time content
– Audience/context-specific
content
12
3
6
9

Customer experience is 4D
“I want an answer
now, please!”
(Nov 14, 2013. 15:35 pm)
Today’s content needs
database-like agility

Google Cards

Google Cards 4D

Delta Fail

Your content gets worse simply by
inaction

WHAT’S COPE?
Besides the best acronym ever?

What’s COPE?
“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. The
NPR API went live to the public in July 2008”1
“Through COPE, our systems have enabled
incredible growth despite having a small staff
and limited resources… any system that
adheres to these principles… will see the
benefits of content modularity and
portability.”
(emphasis added) Image: Daniel Jacobson, NPR

What’s COPE?
“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. [API went public July 2008]”
— Zach Brand Sr Dir Technology NPR
Through COPE, our systems have enabled incredible growth
despite having a small staff and limited resources. Any
system that adheres to these principles… will see the
benefits of content modularity and portability.
— Daniel Jacobson, Director of App Development
NPR delivers to 800+ different output platforms

What’s COPE?
“COPE is really a combination of several other
closely related sub-philosophies, including:
• Build content management systems (CMS), not
web publishing tools (WPT)
• Separate content from display
• Ensure content modularity
• Ensure content portability”
— Daniel Jacobson, Director of App Development

IMAGINE…
“Imagine if your CMS was 3 tools…”

Automatic Conditional Delivery
Manage Serve &
Transform
Create
components
Personalised content
ProfileA
ProfileB
ProfileC
ProfileD
Same content
Everyone
…with WPT/
processing
tools
…in CCMS
(XML )
…in structured
Authoring
Tool(s)
???
Multichannel delivery

SEMANTIC CONTENT
MODELLING
Making content adaptive

Traditional Content
• Traditional content is marked with
semantics on the blob/block-level

Adaptive Content
• With semantics on at any level we
can deliver contextually-
appropriate experiences

Product Name
Main Product Image
Supplementary
Product Images
Product
Overview
Feature List
Tagline
Feature Details

Feature List
Images
Product
Name
Description
Feature
Detail

App
x
Brochure
Modelling template by
the Rockley Group

EXERCISES
Who wants a Roomba?

Organisational goal
Increase revenue by selling Roombas
(cash cow) and Sooba (new market +
cross-sell)

Exercise: Personas
To get you started:
1. Online shopper
2. In-store sales assistant
3. In-store shopper
Shoppers have different ages and attitudes
towards the product.

Exercise: Scenarios
Shoot for the 80%, not the 20.

Exercise: Taxonomy
Personas
Content devices
3 levels of IA
Information products types
Assemblies types
Module types
• (At least one non-website!)

Exercise: Content Models
Assemblies and components in detail

WORK WORK WORK…
Email me at b.noz.urbina@gmail.com or USB sticks

Structural definition
of an info type:
“event”
By having established
clear semantics,
modules and/or
“pages” can be built up
from some or all of the
structured source.
Rahel Anne Bailie’s “Flow”
diagram using a CMS form
http://intentionaldesign.ca/

Now we just need a server…
• Right content
• Right format
• Right language
• Right time
Business
Goals
User
GoalsCS

STANDARDS

Standards help us share
Photo: Janoma.cl, JR98664

Standards enable efficiency
Photo: Roger Wollstadt

Standards free creativity
Photo: Eiriknewth

Standards speak fast
Photo: NorthJoe

Standards enable experience
Photo: Noz Urbina

Photo: Noz Urbina
Standards enable experience

Standards lower risk
Photo: Andarooo

Standards build community
Photo: Noz Urbina

THANK YOU — Q&A
Congility 2014
congility.com/2014
Urbinaconsulting.com/blog
@nozurbina
The CS Book
thecontentstrategybook.com
We
have
copies
here 
2014 Jun
18-20,
UK

COPE Content Modelling for Adaptive UX - Noz Urbina

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