People, Processes, and Change
Pamela Kostur, The Rockley Group
Incorporating Usability into Content Management
This article describes the importance of incorporating usability into
all stages of implementing content management, including assessing your needs,
assessing your users (of both the content and the content management system),
and assessing your content. It questions the emphasis of technology in many
of the current discussions about content management, and instead, advocates
looking to the field of usability to form the basis of a content management
implementation.
Back in 1990, I wrote a paper on “Incorporating Usability into
the Document Development Process” [1] and it strikes me that many of
the usability principles and processes that I advocated then remain relevant
today, perhaps even more so with the push in many organizations to implement
content management systems. In the past few years, as single sourcing and
content management (as a requirement of single sourcing) have become more
prevalent, so have the books and articles written about them. However, much
of the current literature seems to focus more on the technology required
to support content management than on the content itself,
which is ironic, considering that content is what a content management system
is designed to manage. Instead of focusing on a technology-driven content
management implementation, those considering a content management strategy
would benefit from incorporating usability into their implementation plan.
The current emphasis on technology
Look at the headlines in the professional journals/publications on
content management and single sourcing. Some recent headlines in the CMSWatch
newsletter's Recent Trends and Comments [2] read:
- RedDot Tips and Tricks
- CMS Vendors Down Under
- Weaving WCM into SAP
Furthermore, AIIM (The Association for Information and Image Management)
hosts “the largest conference and expo focused on enterprise content
management. In operation for more than 50 years, this annual event attracts
business professionals seeking the latest technologies to develop, capture,
manage, and store documents and digital content to support business processes,
comply with governmental regulations, drive down costs, and gain a competitive
advantage.” [3]
While both CMSWatch and the AIIM Expo (and AIIM itself) are excellent
sources of information about content management, their focus is a more technical
one and they support that focus very well. AIIM promotes membership by stating
that “[t]here's good reason why leading professionals and companies
join AIIM, the international authority on Enterprise Content Management (ECM).
AIIM is leading the way to the understanding, adoption and use of ECM technologies
- the ones that help you capture, manage, store, preserve and deliver content
in support of business processes.” [4]
Still, I find it disturbing that
usability is conspicuously absent from their agendas. Other major sources of
information on content management are equally focused on technology. Of the 32
articles listed on KMWorld, 29 focus on technology, while Seybold and Gartner
appear to be all about technology. [5] Usability should be
integral to the processes of adopting any system or technology, certainly
one with the intent of managing content. After all, there's one reason that
any organization creates content, in fact, there's one reason for content
to exist—content exists for somebody, be it an internal user or an external
one, to access, read, and use.
The usability perspective
Many usability professionals, on the other hand, see the relationship
between usability and content management, or more specifically, between usability
and all new product/service implementations:
- Jakob Nielson recommends Lou Rosenfeld and Peter Morville's book Information
Architecture for the World Wide Web because the “authors'
emphasis is on the structure of the site and how to facilitate users' access
to the information they need the most.” Nielson, along with Rosenfeld
and Morville, advocates sound structure and access to information as goals
of content management. [6]
- Jarod Spool writes about “The CAA: A Wicked Good Design Technique”.
The CAA (or Category Agreement Analysis), as Spool describes it, is a tool
to help users designers arrive at a usable information architecture. [7] To
Spool, it appears that usability and information architecture go hand in hand.
- Likewise, Stephanie Rosenbaum, President of TecEd, a consulting firm specializing
in usability, advocates strategic usability, “embedding usability engineering
in the organizational processes, culture, and product roadmaps.” Rosenbaum
writes that “In strategic usability, usability data contributes to corporate-wide
decision-making, such as product priorities and make vs. buy decisions.”
[8] Usability, in this sense, would certainly be part of the implementation
of a content management system.
Indeed, because usability is their “product”, usability
professionals incorporate usability into whatever project they are working
on, whether they are evaluating a web site, working with developers on new
software or hardware, creating documentation, or defining the requirements
for a content management system. In fact, incorporating usability in a content
management implementation makes sense, because many problems that impact the
usability of information products include inconsistent content, misunderstood
content, and poorly-defined information architecture, all issues that content
management can and should address. Thus, content management can lead to usability
and vice versa.
Even though content management can greatly enhance the usability of
many information products, it appears that we have to look outside of the
content management community for information on how usability fits within
a content management implementation. Yet, content management and usability
seem a perfect fit. After all, usability, according to the Usability Professional's
Association (UPA) is “a quality or characteristic of products—software,
hardware or anything else—that are easy to use and a good fit for the
people who use them.” [9]
And, in spite of the focus on technology in many of the publications
on content management, it appears that more usability practitioners and professional
communicators are forging the relationship between usability and content management.
A search through the Society for Technical Communication's (STC's) web site
for presentations on “single sourcing”, “content management”,
“information architecture”, and “information models”
that will be given at their annual conference shows a pretty even split between
presentations in the Tools and Technology stream and presentations in the
Usability and Interface Design Stream. [10] The STC is a primary source of
information for technical communicators and as such, has been key in promoting
and publishing information on single sourcing and content management over
the past few years. While much of the emphasis is still on the technological
aspects of content management, it's encouraging to see more information on
content management and information architecture in relation to usability,
writing, and editing.
Also encouraging is that the UPA lists a number of different
resources for related disciplines to usability, and among them are a number
of resources for Information Architecture, the backbone of content management.
[11] It's the information architecture, after all, that defines the structure
of your information products, and also dictates how they will be managed
in the content management system. It makes sense, then, that usability should
be a key part of defining the information architecture on which a content
management system is based.
What does “managing” content mean?
To bring usability into your content management implementation, it's
critical that you first define what content management means to you. Ideally,
the purpose of content management is to unify content so that it is consistent
wherever it appears (e.g., on the web, in the brochure, in the user guide)
and is maintained in one place instead of several. Remember that the goal
is to “manage” the content; the system is just the tool that allows
you to manage it in the way that best suits your needs. Managing content can
mean many different things, in varying degrees of detail, including:
- writing and structuring content consistently (considering that applying
a consistent structure is, in itself, a way of managing content)
- customizing content for different uses/users
- customizing content for different media
- delivering content dynamically
- storing content and accessing it in a central place
- reusing content (either opportunistically or systematically)
- retrieving a piece of content you've already written for use later on
- automatically updating reusable components
- notifying other users of content when updates are available
Content management may also include all of the above. So, to manage
content, you first need to understand your particular needs. It's only after you come to an understanding
of what it is that you want to accomplish that you can decide how you are
going to accomplish it. In fact, there are many ways to improve how you manage
content, short of implementing a new system, especially considering that the “system”
in “content management system” does not necessarily refer to the
tools. “System” also refers to the way in which authors create
content (their writing and editing processes, not just their authoring tools)
and to the way in which users access and use it.
Implementing a content management system with an emphasis on usability
Content management does not begin with choosing the technology; rather,
it begins with a solid analysis of your needs, your users, and your content.
Accordingly, the phases of implementing content management should look something
like this, and at each phase, you develop usability criteria against which
you analyze all your content management decisions:
- Needs assessment
- User assessment
- Content assessment
Needs assessment
Why do you need content management? What are you hoping it will do for
you? During the needs assessment you assess both your own needs for content
management and the organizations' so you can determine what content management
will mean for you. Will it include dynamic delivery, or will it mean simply
reusing similar content elements within your department? Will it include designing
a standard authoring process for creating reusable elements? Once you define
what your implementation of content management will include, you can assign
usability criteria to your definition. For example, if your content management
implementation means reusing content elements within your department, then
what criteria will make reusing content elements a usable process? Having
reusable content elements auto-populated into document templates?
User assessment
How will your users benefit from content management? What are you hoping
it will do for them? In this phase, you will need to assess users (both internal
and external) of your information products, as well as potential users of
the content management system. When doing user assessment, it's useful to
create a user/task matrix to identify your users and the tasks they want to
accomplish. Then, your content management strategy can be designed to support
those tasks, for each of the user groups. Just as you create usability criteria
for your own content management needs, you should create usability criteria
for the users of content, as well as usability criteria for the users of the
content management system. For example, usability criteria for content users
may be that procedures are always structured the same way, so that users always
see similar types of information presented in similar ways. And, usability
criteria for users of the content management system may be that they have
a template that guides them through the correct way to write a procedure.
Content assessment
How will your content benefit from content management? It's critical
to assess what constitutes usable content, because reusing content does not
necessarily make it usable. Implementing a unified content strategy is an
ideal time to examine your content for usability, then to create usability
criteria that defines what makes content usable for each of its intended audiences.
When designing new structures for content, you base structured on usability
criteria (i.e., on how your users access and use information, as determined
in your user assessment), and when you reuse content you further enhance its
usability simply by reusing it. After all, when content is reused, it is consistent,
eliminating the issue of “do I have the right content?” For example,
when designing a new structure for a product description, you design the description
based on the usability criteria for its intended audiences. Usability criteria
may inform you that users prefer to know the product's function (i.e., what
it does), then its price, followed by its availability. Accordingly, you would
design its structure in that way. And, by reusing the product description,
you ensure the structure is always the same, so users get used to seeing information
presented in the same way--function, price, then availability.
However, usability
goes beyond structure. When you are writing the content that goes into the
product description, you also need to make sure that the content itself is
usable. Simply reusing content ensures its consistency, which can facilitate
usability, but if that content is poorly-written or is open to interpretation,
it is not usable, regardless of how well it conforms to the structure or how
frequently it is reused. In this case, unusable content is being reused--consistently
structured, but unusable. Therefore, in addition to determining which content
is usable and defining consistent structures for it, it's critical to look
at the content itself to ensure it is accurate, readable, and not open to
interpretation. That, combined with consistent structure and reuse will greatly
enhance the usability of your content.
Summary
So where does usability fit? Usability fits in every phase of your content
management project, from the time you determine your needs, up to when you
implement your strategy, including selecting tools that support what you want
your organization and authors to be able to do with content and defining what
your content should “look like”, what information it should contain,
and how it should read. I'd like to see more emphasis on establishing usability
criteria for every component of the content management system—certainly
on the content itself—so that every decision related to content management,
including how to write a usable reusable content component,
is informed by usability. Usability criteria, by its nature, defines what
makes “stuff” usable. Let's step up to the challenge and start
shifting the focus from the technology to incorporating “strategic usability
[and] gathering usability data [that] contributes to corporate-wide decision-making”.
[12]
References
- Kostur, Pamela. “Incorporating Usability into the Document Development Process.” In Proceedings: IPCC (International Professional Communication Conference), 1990.
- CMS Watch: www.CMSWatch.com
- AIIM Expo: www.aiimexpo.com
- AIIM International: www.aiim.org
- KMWorld: www.kmworld.com/publications/magazine/index.cfm?action=listarticles
Seybold Seminars: www.seybold365.com/pubs/index.php
The Gartner Group: www.gartner.com
- Nielson, Jakob. www.useit.com/books/
- Spool, Jarod. “The CAA: A Wicked Good Design Technique.” www.uie.com
- Rosenbaum, Stephanie. “A Toolkit for Strategic Usability: Results from Workshops, Panels, and Surveys.” www.teced.com
- UPA Resources: www.upassoc.org/usability_resources/about_usability/
- STC: www.stc.org/51stConf/
- UPA Resources: www.upassoc.org/usability_resources/
- Rosenbaum, Stephanie. “A Toolkit for Strategic Usability: Results from Workshops, Panels, and Surveys.” www.teced.com
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