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are Metadata, Search, and Impact,” Chris explains. “When an individual is building a
deliverable, they use the Search tab to search for content. The Search capability is a fulltext
search that finds content approved and stored in the repository. A list of found
content displays below the Search criteria area, and an individual just clicks to add a
BlueGuru
22 Patricia Seybold Group © 2009
reference the content to the deliverable. The content displays in the deliverable, but is not
editable in the deliverable, since the content is actually inserted into the deliverable by
reference only.”
“As part of the implementation, a tab separate from the Metadata tab, the Impact tab,
helps us keep track of all of the deliverables in which the piece of content is being used.
And, for deliverables, we have a Ref Docs tab that helps us keep track of all of the pieces
of content in the deliverable itself.” Illustration 6 shows the Impact tab of the Content
Editing application workspace.
Content Editing Impact Tab
© 2009 JetBlue Airways Corporation
Illustration 6. This illustration shows the tools of the Impact tab of the Content Editing application.
BlueGuru represents a new and different approach to documentation at JetBlue. Coming
from a system of manuals created and managed by writers to documents created by
operational personnel is a major change. Chris Beckmann and his team have developed a
methodology to ease the transition. “It’s hard to get people to think about a hierarchy of
related content with each piece of content having an owner,” Chris explains. My team has
been meeting with each group that will be creating documents. We take them through an
exercise that describes the documents, their relationships, and their ownership in terms of
a pyramid. The pyramid has layers that correspond to the levels of the repository
hierarchy: policies, programs, processes, and procedures.”
“We explain that someone must own each layer and each document within the layer. The
exercise has uncovered many issues in responsibility and ownership. We’ve discovered
some processes with no owners and some with multiple owners. These issues naturally
escalate until the tough questions are answered and the issues are resolved.”
Authoring
Methodology
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 23
“The pyramid exercise results in identifying a policy and its programs, processes, and
procedures. That gives us enough information to specify the metadata for the associated
documents. Our next step is doing business process mapping with the SME teams to
begin to flesh out the content of the documents. We also use the old manuals and other
content sources (rogue documents, SharePoint content, PPT presentations, etc.) as a
source for document content.”
“After the pyramid and business process mapping exercises, the SMEs have enough to
create their documents,” Chris continues. “We provide one-to-one coaching and support
to authors during content creation and we also edit their work, as necessary, before the
content is published. At the end of the day, the individual content owners own the pieces
of content, but Corporate Publications owns and manages how the content is delivered
(manuals, quick reference guides, and content in other forms).
“Our experience so far is that we’ve done the heavy lifting with the pyramid exercise,
business process mapping, and one-to-one support for procedure authoring. Going
forward we’re aiming for both content owners and Corporate Publications staff to be in a
maintenance mode.”
Conclusion
As we publish this case study report in April 2009, Corporate Publications and IT are
putting BlueGuru through final acceptance testing. “Following final acceptance testing,
we’ll move our applications and our backlog of new content to our production
infrastructure,” explains Murry. “We have a large backlog of new content ready to be
used in the new system. We’ve been authoring and editing it in parallel with the software
development of our new applications. We’ll be able to load it into MarkLogic Server
repository in the Content Editing application. However, before we can begin serving
content to frontline Crewmembers, the FAA will conduct a review of the live content to
validate the integrity of the end product.”
“We’ve completed a fair amount of content development,” continues Chris. “At cutover,
we’ll be loading hundreds of pieces of content into the production system. In addition, we
　
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