Taxonomy for Self-service Delivery

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1 Taxonomy for Self-service Delivery At hp we want every customer to receive unmatched product quality, value and support services 1 An Enterprise class implementation of Taxonomy Management with SDL LiveContent Scott Wolff (HP), Frank Closset (SDL) May 11th, 2015

Content Management and User Experience Lost

2 Content Management and User Experience Lost opportunity For creating an HP Fan NPS Expensive Assistance Make it Easy Expensive To Maintain Make it Right Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Support is a large scale site (support.hp.

90,000 Product Models 92,000 Software Drivers

3 HP Support is a large scale site (support.hp.com) 500M Visits per Year Languages 14 Languages 14 Languages Languages Countries 75 Countries 75 Countries Countries 90,000 Product Models 92,000 Software Drivers 1 M Support Docs Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

4 Business Agility: Business Control over the Customer Experience How can the business control the Customer Experience? Legacy Systems approaching 15 years old A Custom Web Solution Managed by IT Enterprise Scale, many systems create the Content Value Chain each system on its own development timeline Synchronizing System Views Customer Portals Partner Portals Agent Portals Web Analytics DAM CCMS DMS SWMS Translation Management Product Specs Product Classification Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Problems Content Management and User Experience Is brought to support site from external search Visits

IT Managed Experience Limited Reuse Which Software do I need?

Inconsistently indexed Information Internal Product Classification External search landings miss High

Slow Downloads Limited visibility to customer success or failure.

5 Problems Content Management and User Experience Is brought to support site from external search Visits support site directly I Can t find my product! IT Managed Experience Limited Reuse Which Software do I need? Search & Navigation Software drivers Product information I Can t find my product! Inconsistently indexed Information Internal Product Classification External search landings miss High bounce rate Does this driver fix my problem? Do I need a 32 bit or 64 bit driver? Slow Downloads Limited visibility to customer success or failure. Unwanted content Too much content Poor content quality Inconsistent classification Different content models Limited content Reuse No archival strategy leading to massive 'noise' Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

6 Customer Experience First Means Features that Leverage Cloud, Social, Mobile and Big Data Smooth Navigation Type-ahead Search Feedback Loop & Insights Intelligent Taxonomy Multi-Device Access Personalization Videos Communities & Forum Insights Product is Hero Quality Content Fast Software Driver Downloads Agent Chat Tips & Tricks Multi-channel/ Multi-device Service Contextualized Content Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

7 Targeted Benefits: Knowledge Management Create a Virtuous Loop and Add Intelligence to Customer Experience Review More relevant content Author Publish Better customer experience Crowd-sourced solutions Faster searches More efficient content management Analytics Feedback Consume Create a mechanism to capture consumer feedback and community discussions and use it to improve future content relevance and experience Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

8 Pushing the technology to improve Customer Experience Reuse Findability Business Agility Personalization Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

9 Pushing the technology to improve Customer Experience We are replacing the technology stack in flight for support.hp.com Reuse - DITA - SDL Architect Findability - Smart Logic Taxonomy - UX Site Redesign - HP Autonomy Search Business Agility - Business Consoles web, search, analytics Personalization - Dynamic Content - DITA Conditional Pub - SDL Reach Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

product & technology context Operating System Platform

Zone Language Product Expertise Technology Expertise HP Agent

jam Cracked screen Business Objects 1. product 2. customer 3.

document Services symptom classification Issue Signature HP Web

Technology Type customer context Region Language Role

10 product & technology context Operating System Platform Networking On Product Telemetry API agent context Region / Time Zone Language Product Expertise Technology Expertise HP Agent Business Architecture One Information Model topic context Paper jam Cracked screen Business Objects 1. product 2. customer 3. agent 4. website 5. document Services symptom classification Issue Signature HP Web enterprise search document context Language Product Topic Technology Type customer context Region Language Role Entitlements Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

11 Taxonomy Coordinates the experience Logical View Classification Navigation Search Vocabulary Taxonomy Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Taxonomy Management System (TMS) Taxonomy Coordinates the experience System Coordination Customer Synonyms Each day all systems share the same view of the Taxonomy Website Navigation TMS Enterprise

12 Taxonomy Management System (TMS) Taxonomy Coordinates the experience System Coordination Customer Synonyms Each day all systems share the same view of the Taxonomy Website Navigation TMS Enterprise Search Software Management Systems Video Management Systems Support Content Management Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Taxonomy is all about improving the Customer Experience How can we make the experience easier, faster and more likely to be successful? Understanding what does the Customer need & value?

13 Taxonomy is all about improving the Customer Experience How can we make the experience easier, faster and more likely to be successful? Understanding what does the Customer need & value? What Content will be relevant for them? What Topics & Products they are interested in? How do Customers describe their problems? in their words with their concepts taxonomy SDL LiveContent SmartLogic Semaphore Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Feature = Win 8 Taxonomy in the User Experience Content Tagged with Centrally Published Taxonomy has a Rich Publishing Experience on Delivery Search Indexing Preferred Terms (PT) Type ahead

represent large sets of products Contextual Filtering Customer Context is modeled and captured by the Ontology Semantics Content Conditional Publishing using same Taxonomy values/id s Content

14 Feature = Win 8 Taxonomy in the User Experience Content Tagged with Centrally Published Taxonomy has a Rich Publishing Experience on Delivery Search Indexing Preferred Terms (PT) Type ahead (classification driven recommendations) Non-Preferred Terms (NP) Navigation Customer Intuitive Product Groupings for NAV Indirect Implied Tagging & Late Binding Tagging Content with Features that represent large sets of products Contextual Filtering Customer Context is modeled and captured by the Ontology Semantics Content Conditional Publishing using same Taxonomy values/id s Content Rendered to the Customer s specific product context and profile Product a Product b Product c Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

15 Integration of SDL LiveContent with SmartLogic Taxonomy Management

16 SDL s Vision Customer Experience Cloud Deliver seamless global customer experiences across all brand touch points including channels, devices and languages. 16

17 Which means Customer Experience Cloud We need to provide a true unified digital and contextual experience which blurs the lines between marketing, sales and support 17

18 18 Only possible if we start sharing the same taxonomy across different SDL products

19 19 Connector

development or customization of ontologies Assisted and automated

rich metadata Contextual metadata driven experience User

20 What is SmartLogic? Build and manage semantic models Simplify the ingestion, development or customization of ontologies Assisted and automated metadata enrichment Automatically describe all your content with rich metadata Contextual metadata driven experience User interfaces to leverage the ontologies to deliver the richest experience for users when publishing, using and analyzing content 20

21 21 Conceptual Architecture

22 22 Conceptual Architecture

23 Terminology Metadata Enriches data or content It is data about data Semantic Models Describe relationships among terms and concepts Model how people think about a specific domain Examples of Semantic Models Taxonomies Thesauri Ontologies 23

24 Taxonomy vs Thesaurus vs Ontology Strong Semantics Ontology Ability to define terms, relate them, define concepts and relate them Weak Semantics Taxonomy Thesaurus Four semantic relationships supported: Synonyms, Homographic, Hierachical, Associative Easy Hierarchical Relationships Complex 24

25 SmartLogic can manage all three Taxonomy Thesaurus Multiple parents allowed Named relationships Ontology 25

26 User Stories Technical Writer Tag content Explore and search the Taxonomy Hierarchical metadata Assisted Tagging Recent Used Tags SME Find information more quickly Enhance tagging Recently used tags Translation Coordinator Assist target language selection Customer Use Facets to navigate the web site Explore relationships including related content More accurate search results 26

27 User Stories Technical Writer Tag content Explore and search the Taxonomy Hierarchical metadata Assisted Tagging Recent Used Tags We first focused on developing a tagging interface for technical writers 27

28 Technical Requirements Ability to select metadata defined in an external taxonomy system Ability to connect a metadata field to a node in the Ontology Ability to define how the Ontology should be navigated (including associations) Ability to filter child properties list of values based upon the previous selected values Ability to cope with changes in the taxonomy Store the ID of the metadata value, and not the value itself, because the taxonomy will change Ability to see metadata values in the CMS Ability to search using this taxonomy in SDL LiveContent Architect Search should return implied as well as applied results based upon parent/child relationships. Live connection to the taxonomy management system 28

29 Technical Architecture Make it possible to develop a connector to any external system that manages metadata and taxonomies and any shape or form You can do this by using SDL MetadataBinding SDK 29

30 Types of Connectors that could be developed Connector to any external Taxonomy Management system For example, SmartLogic, or even SubjectSchemes Connector to a support ticketing system For example, JIRA, Salesforce, BMC Remedy Connector to a Web Content Management System For example, Tridion Connector to a BOM stored and managed in a PLM For example, Siemens TeamCenter 30

31 UX Design UI is consistent across touch-points Same Interaction patterns across touch-points, experience in web client similar than in desktop client, Tagging not different from searching tag(s) UI helps to complete the task By considering context of the object, users can see recently used tags UI supports multiple experiences A. Navigate full-structure B. Assisted Tagging (auto-complete) C. Recently used tags (contextual) 31 Demo

navigation and search in the OOB delivery stack Content Mashups with other systems Intelligent and

32 What s Next Contextual metadata driven experience Leverage the ontologies to deliver the richest experience for users when publishing and using content Use the taxonomy to enhance the built-in navigation and search in the OOB delivery stack Content Mashups with other systems Intelligent and automated content classification From recommending tags to users to fully automated content classification 32

33 33 Developing your own Taxonomy connector

34 MetadataBinding SDK Initialize IResolveIdsResult IRetrieveTagsResult IRetrieveTagStructureResult IValidateResult 34

35 Viewing Metadata Values Web services API Data access Document25. GetMetadata Architect DB string_values id1, id2, id3 Continent Ids Country Ids City Ids Continent Ids Country Ids City Ids Continent Ids + Labels Country Ids + Labels City Ids + Labels Metadata Binding25. ResolveIds Custom Connector Resolve Ids External System id1=europe id2=netherlands id3=amsterdam 35

Type-ahead Web services API Data access Architect DB string_values id1, id2, id3 User input: brug Potentially pass already chosen continent or country ids to filter

36 Type-ahead Web services API Data access Architect DB string_values id1, id2, id3 User input: brug Potentially pass already chosen continent or country ids to filter the list Matching City Ids + Labels Metadata Binding25. RetrieveTags Custom Connector Retrieve Tags External System id10=bruges id11=brugerio id12=brugine id1x=... 36

Browsing the Taxonomy tree Web services API Data access Potentially pass already chosen continent or country ids to filter the list Entire Tree = All terms shown in the Tree (Id + Label) + Relations

37 Browsing the Taxonomy tree Web services API Data access Potentially pass already chosen continent or country ids to filter the list Entire Tree = All terms shown in the Tree (Id + Label) + Relations between terms (id1->id7, id7->id39, etc.) Metadata Binding25. RetrieveTag Stucture Custom Connector Retrieve TagStru cture Architect DB string_values id1, id2, id3 External System id1=europe id7=france id39=luce id1x=... id1->id7 id7->id39 37

38 Filtering the Taxonomy tree Web services API Data access Architect DB string_values id1, id2, id3 Filtering is done on the client Custom Connector External System id10=bruges id11=brugerio id12=brugine id1x=... 38

39 Validation Continent Ids Country Ids City Ids Web services Document25. SetMetadata Validate failed Show user the error API Plugins IWriteMetadata Ids OnFieldChange MetadataBinding Validation plugin Custom Connector Data access Validate External System id1=europe id2=netherlands id3=amsterdam Validate success Store ids Architect DB string_values id1, id2, id3 39

How HP is implementing an Omnichannel support experience

How HP is implementing an Omnichannel support experience Fulvio Marfoni HP What Omni-Channel Customer Support Experience means Omni-channel is a multichannel approach that seeks to provide the customer