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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)
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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) -- e-commerce, informational, educational, entertainment • Manage creations of brand expressions and user-interfaces • 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 Change Complexity What? Key Activities Define editorial framework Assess content assets Identify gaps LOW LOW Framework Text Phase 1 Discover Define and finalize page-level content Prepare reusable content assets Initiate content development as required MEDIUM LOW Phase 2 Design Framework Text Prioritize content to be migrated Continue content development as required Initiate and conclude content migration (including third-party content) Phase 3 Develop HIGH LOW Framework Text Code freeze Testing and editing Final content load (as applicable) HIGH MEDUIM Framework Text Phase 4 Deploy
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 • InterLeaf BladeRunner (now owned by Broadvision) • Microsoft Site Server • Vignette Content Management Server • Interwoven TeamSite
Change Management: Post-Development • Content Management Tool, e.g., Interwoven’s TeamSite • Four parts of TeamSite • 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 • TeamSite 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
