Track: Case Studies

Anthony Piwarun
Zeon Solutions

This is a case study of ASQ, a global, nonprofit, membership-based organization looking to increase visibility, experience, and conversions.

Recent changes to how search engines like Google and Bing view content has changed the way we work to drive traffic and acquire leads. Instead of focusing on technical issues, IA, on-page factors, and link building, ASQ has switched gears to focus on user experience and content strategy. A year and a half after the pivot, the company has worked with enterprise clients to develop strategies and create content that converts. For some clients, content development, governance, and maintenance could be the difference between profitability and budget cuts.

This presentation will show how content strategy works as a pillar of an organization’s marketing efforts, while illustrating how to go about taking on—and conquering—such a task. It will also cover content strategy activities and illustrate how to achieve “stakeholder buy-in” to promote change.


Every decision should be examined from the perspective of ROI. ASME’s path has not been an easy one; many of challenges occurred as a result of early decisions that were made based on a limited perspective of the full project and business requirements. Pitfalls of a large undertaking have dramatic implications for the people, processes, technologies and finances of an organization.

This session will highlight particular issues, including:

  • How early decisions influence the course of a project
  • How to respond to the project as it emerges
  • How to borrow from agile principles
  • What to do if you inherit a project midstream

Other topics such as choosing the right partners, understanding scope, identifying anomalies and differences in content, gauging complexities, and when and how to take corrective action while still making progress, will also be covered.

Joe Welinske

The second annual ConveyUX Conference took place in Seattle on February 5–7. The event hosted 327 attendees from 30 states and 13 countries. There were 31 speakers and over 40 presentations. The speakers included Don Norman, Susan Weinschenk, Kelly Goto, Sara Wachter-Boettcher, Whitney Quesenbery, Kel Smith, Steven Hoober, and many more.

As ConveyUX Program Manager, Joe Welinske was right in the middle of all the activity. This session will highlight many of the interesting ideas, observations, statements, and claims made by the presenters. This presentation will provide a glimpse at what many of your colleagues see as being key to the UX field today.


How can you best evaluate a solution before making the big investment? Over several years Mekon has worked with many companies, from medical and semi-conductor manufacturers to software and professional publishers, helping them to select a technology solution fit for purpose. Gathering requirements and choosing the right tools is often more difficult than many companies expect. Use cases and non-functional requirements that accurately reflect what you need are crucial to the success of any IT project, yet evidence suggests typical use cases and requirements are too loose and high level to really do the job.

This presentation will:

  • Explain methods that Mekon has developed.
  • Evaluate customer experience in conducting the Conference Room Prototype (CRP).
  • Outline what metrics can be used to evaluate the tools and what surprises you may encounter.
Kimberlee Adam and Peyton Bentley
Kaplan Professional Education

Using interactive workshop scenarios, attendees will learn to apply techniques for building effective relationships within a multidimensional team.

You will learn the following:

  • Building trust by:
    • Resolving conflict with respectful interactions
    • Effectively communicating information to empower all stakeholders
    • Clarifying roles and responsibilities
    • Holding informational sessions for stakeholders throughout the process
  • Making decisions and sticking with them by:
    • Leading effective meetings
    • Engaging the appropriate stakeholders at the proper time during the project
    • Assigning responsibilities and providing support for task completion
    • Documenting decisions for posterity
  • Aligning vision by:
    • Clarifying benefits and expectations with executive sponsors
    • Communicating project plan via project charters
    • Communicating project status to adjust expectations
Liz Fraley
Single-Sourcing Solutions

There’s a software side to dynamic information delivery. We all know this.  Customers who have seen IBM talk have come to Single-Sourcing Solutions and said “Sure, they can get there, but can I?” What if you’re not a software company?

What if your paper product is your deliverable? What about the Medtronics of the world? Or the Harcourt School Publishers? Or the small companies? What’s in
reach? What have they really achieved? Did they see the expected ROI? Single-Sourcing Solutions has been interviewing long-term Arbortext customers
to find out where they are now. The company wanted to know whether customers  were realizing the full potential of their solutions, what data they’d collected, what
lessons they’d learned, and what they’d implemented over time.
This talk highlights stories—successes and failures—from companies who have  been doing dynamic information delivery for a very long time. It will include  qualified, hard data, breadth of projects and future impact.

Marisa Peacock and Mary Beall Adler
The Strategic Peacock, The Georgetown Bagelry

The Georgetown Bagelry, which has been around since the early 1980s, is a staple of the Washington, DC, community. When you’re at Georgetown Bagelry, you’re in good company. Over the last three years, the Georgetown Bagelry and The Strategic Peacock have worked together to improve its revenue simply by making it easier for its customers to spread the love.

In this session, you’ll learn how a small business made a big impact on its customers and in the community by developing processes (online and off) that enhanced the consumer experience, while streamlining costs.

Mark Peterson
Kokler Company

This session will provide a demo of a finished system, plus discuss initial needs, changes, and lessons learned.

Kohler Company’s installation and service data had benefitted from XML/DITA, but presale information was treated as literature rather than content. Customers needed to search on any device for products that had the dimensions and styling they needed to fit their bathroom or kitchen, but many of the critical dimensions were buried and unsearchable.

So Kohler Company created an XML database using web-based X-Forms for input, X-Queries for search, XSL for output, and Windchill roles for data access. Now, changes are made only once by the data owner. Content is accessible by user role. People can search for data without opening PDFs, and outputs can be tailored to the user’s task and preference. The search capabilities are so great that departments are looking to import their data just so they could have the search capabilities!

Michael Maxey
Director of Content Solutions, AirWatch

The explosion of mobile applications has introduced a dramatic need for data security—security that needs to be part of a company’s content strategy from Day One.

VITAS Innovative Hospice Care had a plan to build a mobile infrastructure, but not how to create a secure content authoring and management solution within that Mobile infrastructure.

In this session, AirWatch by VMware will show how VITAS created a detailed strategy for authoring, securing and distributing mobile content in remote home care environments.

Tanner Volz

Software vendors increasingly provide their products as hosted services, accessible via online APIs and clients. The timeframe for marketing new features and functionality is often short; tight-knit agile teams write, test, and deploy updates within single short sprints.

Documentation must keep up. Enter hosted content providers.

Content management and hosting services can fully eliminate the need for onsite writing and publishing tools and infrastructure, allowing writers to focus their energy on developing content. Rich, interactive content is easier than ever to achieve, without requiring writers to leave the comfort of their browsers.

In this talk, Tanner Volz will describe the exciting process of transforming file-based, linear documentation at iovation (a SaaS vendor), to an agile authoring and delivery process using MindTouch, a feature-rich hosted help and support platform.