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Fix Your Docs or Else: How Our Biggest Customer Helped Us Improve Our Content Strategy

  • Presentation
  • Content Strategy & Information Architecture
  • Caley Burton

    Caley Burton

    • Emerson, Test & Measurement Business Unit (NI)
  • Ines Rubio San Martin

    Ines Rubio San Martin

    • Emerson, Test & Measurement Business Unit (NI)

Contents

We thought we were giving our #1 customer everything they wanted with their documentation. Instead, we created a painful user experience. Our customer gave us an ultimatum: Fix the docs or else they go to a competitor with better documentation. We got the message loud and clear. Learn how we turned this multimillion-dollar problem into a winning content strategy that is helpful, scalable, and AI-ready.

Takeaways

  • Learn how to form a content strategy team to tackle problems and improve customer experiences.
  • Learn how usability tests, user research, and customer interviews lead to better content strategies and experiences.

Prior knowledge

We want anyone who faces or has faced a content crisis to learn from our experience. We will not get too technical or deep into the details, as we intend to cover a project that took 1.5 years to complete. We want to give the audience hope that they, too, can turn bad customer experiences into winning ones.

Speakers

Caley Burton

Caley Burton

  • Emerson, Test & Measurement Business Unit (NI)
Biography

With over nine years of technical communication experience, I have worn many hats: technical writer, technical writer manager, product owner manager, and now Head of Content Strategy. For Emerson’s T&M Business Unit, I lead transformational efforts to improve our omnichannel experience. Framing documentation as a product, I advocate for content improvements that center our customers and their goals. I sponsor content model redesigns, usability testing, massive source migrations, and more. Right now, I’m focusing on how structured content can enable AI experiences at my company.

With over nine years of technical communication experience, I have worn many hats: technical writer, technical writer manager, product owner manager, and now Head of Content Strategy. For Emerson’s T&M Business Unit, I lead transformational efforts to improve our omnichannel experience. Framing documentation as a product, I advocate for content improvements that center our customers and their goals. I sponsor content model redesigns, usability testing, massive source migrations, and more. Right now, I’m focusing on how structured content can enable AI experiences at my company.

Ines Rubio San Martin

Ines Rubio San Martin

  • Emerson, Test & Measurement Business Unit (NI)
Biography

Before my current role, I spent almost two decades in the vibrant world of gaming localization. Moving to ecommerce some years ago allowed me to experiment with and deploy AI-driven automation and localization. Now at Emerson, I lead the Test and Measurement Business Unit’s Documentation and Language Services teams with the goals of modernizing processes while ensuring team engagement. I learn daily about the complexity of delivering inviting, useful technical documentation at business needs’ speed, and the importance of solid policies and stakeholder management in this sphere.

Before my current role, I spent almost two decades in the vibrant world of gaming localization. Moving to ecommerce some years ago allowed me to experiment with and deploy AI-driven automation and localization. Now at Emerson, I lead the Test and Measurement Business Unit’s Documentation and Language Services teams with the goals of modernizing processes while ensuring team engagement. I learn daily about the complexity of delivering inviting, useful technical documentation at business needs’ speed, and the importance of solid policies and stakeholder management in this sphere.

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