Closing the gap between a product organization and the content team

1. Closing the gap between a product organization and the content team Patricia Gómez Jurado eDreams Odigeo 16th June 2017

2. Head of Content, eDreams Odigeo Catalonia Chapter Manager, Women In Localization Localization Manager, Google Project Manager, SDL Master in Internet Business, ISDI Scrum Master training @Patrispat patriciagomez Closing the gap between Product and Content

3. Agenda • Content and Product Organization • Content team mission and vision • Content team structure • Product Methodology and Content • A Content Strategy approach: Substance, Structure, Workflow and Governance Closing the gap between Product and Content

4. Content and Product Organization Content Copywriters Content Specialists Product Areas Product Directors POs UX UX designers Researchers Closing the gap between Product and Content

5. Product Organization - PODs Product Owner Developers UXer QA, Analyst, etc Closing the gap between Product and Content

6. Content Team Mission “We create, manage and optimise high-quality content that speaks the user's language and gives them a smooth and consistent experience with all eDreams ODIGEO websites and apps. We also provide guidelines, strategy and support for all content creators in the company.” Closing the gap between Product and Content

7. Content Team Areas Content Creation English Copywriters • Define Information architecture and content format • Provide English copy • Validate content best practices are followed • Iterate based on user feedback Content Localization Localization PM Localization provider Content Specialists • Deliver translations into 19 languages • Content QA • Content Optimization • Iterate based on user feedback Closing the gap between Product and Content

8. Content team and PODs POD 2 POD 4 POD 5 POD 1 POD 3 CONTENT CREATION English Copywriter English Copywriter English Copywriter English Copywriter CONTENT LOCALIZATION Loc Vendor Content Specialists PM Closing the gap between Product and Content

9. Content and UX Closing the gap between Product and Content

10. Content and development Use parameters or variables Create localizable strings Limit styling values Use pluralised values Don't duplicate strings Do not reuse strings in different contexts and products Do not concatenate strings Internationalization Kit Closing the gap between Product and Content

11. Product Methodology Closing the gap between Product and Content

12. Product Methodology Closing the gap between Product and Content

13. Product Methodology Ideas Development Go Live DEVELOPMENT Ideation, Iteration & Design UX Content Localization, QA and upload to CMS Content Creation CONTENT Closing the gap between Product and Content

14. Content Strategy Matt Loney, Product development ikigai (articulating the value of content strategy) Closing the gap between Product and Content

15. Content Strategy Approach Closing the gap between Product and Content

16. Content Repository Substance Style Guide Glossary Content Best practices Benchmarks Internationalization Kit Content Inventory and Governance Matrix Closing the gap between Product and Content

17. User Feedback and Content Substance • Validate content and copy for new product features • Content as part of the UX feedback • Insights on copy and terminology that inform Content decisions Closing the gap between Product and Content

18. Multiplatform content Substance Closing the gap between Product and Content

19. Content ABs Substance Closing the gap between Product and Content

20. Content ABs Substance Closing the gap between Product and Content

21. Content ABs Substance Closing the gap between Product and Content

22. Content ABs Substance Closing the gap between Product and Content

23. Content ABs Substance Closing the gap between Product and Content

24. Content Personalization Substance Closing the gap between Product and Content

25. Content Personalization Substance Closing the gap between Product and Content

26. Content Personalization Substance Closing the gap between Product and Content

27. CMS and Content Structure Roadmap definition Permissions and users management Features definition and request Integration with localization tools Closing the gap between Product and Content

28. Requests Workflow Workflow Requestors Content Creation Content Localization PODs Content Requests Bug/CMS change Content Optimization Closing the gap between Product and Content

29. Yes, we Kanban! Workflow Content Kanban Board Closing the gap between Product and Content

30. Content Inventory and Governance Matrix Governance THE RACI MODEL Responsible - Who should edit the content? Approver - Who is accountable (the owner)? Consulted - Who should be consulted before a decision can be made or an activity can start? Informed - Who should be informed after the decision or activity? Closing the gap between Product and Content

31. Be Agile, my friend Daily stand up meetings Kanban Board Retrospective meetings Documentation Closing the gap between Product and Content

32. THANK YOU! Closing the gap between Product and Content