Change Management The Content Perspective BrandBuilding Studio Creative

Change Management The Content Perspective

Brand-Building Studio > Creative Disciplines > Have evolved to more than just Design (e. g. , Content Strategy, Information Architecture and Usability) > Focus: market-facing applications (b-b and b-c) -- ecommerce, informational, educational, entertainment > Manage creations of brand expressions and userinterfaces > Considerations: words, graphics, layout, types of information, meaning, expression, emotion, language, culture, color, archetypes, etc.

Convergence > Effective web development requires > Collaboration of distinct disciplines (Strategy, Technology, Brand-Building, etc. ) during all phases of development = “Non-linear simultaneity” > Time maximization > Communication -- no one can work effectively in a silo > Common understanding of the development framework and critical interdependencies > Effective change management -- tracking changes and mapping out potential effects on other areas

Change Management: During Development > Content Development & Migration > Change always happens during development -- it is expected and is considered part of the process > Creative development is highly dependent on other disciplines > Changes to technology and business requirements often have a direct impact on the user interface > Tracking tools include: > Internal and external change orders > Use cases -- detailed documentation of functional specification that can serve as the key repository of process changes > Site Architecture

Web Site Development Process: Content Key Activities Phase 1 Discover Define editorial framework Assess content assets Identify gaps Phase 2 Design Define and finalize page-level content Prepare reusable content assets Initiate content development as required Phase 3 Develop Prioritize content to be migrated Continue content development as required Initiate and conclude content migration (including third-party content) Phase 4 Deploy Code freeze Testing and editing Final content load (as applicable) Change Complexity What? LOW Framework Text MEDIUM LOW Framework Text HIGH MEDUIM Framework Text

Change Management: Post-Development > Changes to content framework > High complexity > Can affect architecture, interface design, user processes, technological infrastructure, etc. > Text and images > Information that needs to be dynamic is identified during development > Must be low complexity to change as required > Style Guide is provided

Change Management: Post-Development > Content Management > Change is a requirement > Change is generally not an event or a problem > Users demand fresh information > Many B to B initiatives built on the premise of providing unique and timely information (e. g. , Screaming Media, Isyndicate, etc. ) > Personalization, customization, localization, regionalization, etc. all require dynamic information -- conditional change is often part of the application’s initial requirements > Those required to change the information may not have technical expertise > Effective content creation requires qualitative, subjective and creative expertise

Change Management: Post-Development > Content Management Tools > Facilitate the publishing processes that support frequently changing information over the post-development lifetime of an application > i. e. , What happens when the coders go away? > Popular content management tools include: > Eprise Participant Server > IBM Content Server > Inter. Leaf Blade. Runner (now owned by Broadvision) > Microsoft Site Server > Vignette Content Management Server > Interwoven Team. Site

Change Management: Post-Development > Content Management Tool, e. g. , Interwoven’s Team. Site > Four parts of Team. Site > Workarea > A virtual copy of the website -- changes won’t affect the “live” site’s content > Staging Area > Content from various workareas is integrated and tested > Edition > Post-staging area; archived, read-only copy > Branch > A website or part of a website

Change Management: Post-Development > Content Management Tool, e. g. , Interwoven’s Team Site > Team. Site Roles > Authors > Content creators; can submit files to the work area > Editors > Own one or more workareas; can delete files, assign work to authors and submit to the staging area > Administrator > Owns branches and has extended privilages; can publish the “live” website; the Webmaster > Master > Own the primary branch; may control the server

Change Management: Post-Development > Quality: Key Questions > > How can we assure quality? What are the parameters? How is it measured? How can editorial quality be preserved?

Organizational Issues > Organizational Issues: > Understanding of the publishing cycle > Approval levels / Roles > Approval procedures, process, principles > Generation of unique, desirable, high-quality information > Misperception of time and resources required > Staff training and development > Online-offline information integration > Continually evolving audience wants and needs -- demand for change > Continually improving competitor offerings > Globalization: Multiple languages and cultures > Editorial integrity and quality

Content Change Management > Processes and tools are required to manage: > Quality > Editorial > Brand messaging > Consistency > Costs > Time > Resources