Digital initiative

The digital publishing initiative that I undertook at my last posting was designed to enhance customer experience, considerably reduce development time, publish multiple formats for the mobile platform, and complement existing content (marketing resources, materials and communications) and in some cases replace it.

The customer had already moved from traditional devices to the mobile platform. Marketing needed to engage them quickly and effectively. Existing content, in the form of clunky websites, presentations and learning (PowerPoint, BrainShark, Learning and training) modules, were fragmented and did not render well on smaller screens.

Existing PDFs also were not responsive on small devices; the websites were not optimised for that segment. Marketing was required to generate content in a form that is adaptable to a large number of devices and platforms. There was no one solution for all. Perhaps a combination of HTML5, ePUB, and Adobe DPS would have worked admirably.

In the existing scenario, marketing messages were pushed out at least once weekly by email. Analytics proved that it ended up in junk mail; the recipient chose to ignore it; if they did click on the link(s) from mobile devices, they did not render properly; and if the link was a PDF, they were not readable on a small screen.

Optimized processes

Some of the early requirements that I included when adapting the digital initiative solution was to a) reduce the learning curve by using existing design skills and b) integrate the app content with WordPress so content updates are in sync.

Mag+ was an ideal solution based on most of the requirements. The platform had a plugin for InDesign which started the process of design and publishing. [Initially, there were many hurdles such as creating appropriate folders for the different devices and platforms. One either found workarounds and the vendor updated the platform consistently improving the workflow.]

Since the graphic designers were already using InDesign, the training process became much easier. I also created a work process to update content on WordPress which synced with the content on the app as well.

Although this solution may never completely replace all of the existing content, it was an en-to-end start to solving the problem of publishing content. Over time, some of the existing content will migrate to the newer formats such as Flutter + Dart.

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