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Voice of Customer 2018

With this Technical Communication Colloquium, we aim to bring together
those who work for customers and the customers themselves,
in order to attend to gaps, share ideas, and reflect on new ways of doing more and better.

Topics

Keynote Speakers

Valuable contributions from people with
strong experience in the voice of customer field

Multilingual Support

English and Portuguese multilingual support

Coffee breaks

Time to talk, connect and share:
thoughts, experiences, ideas

Speakers

Keynote Speakers

  • Christian Galinski

    Director
    Infoterm
     


  • Jody Byrne

    Head of User Assistance
    Prototyping
    SAP Ireland



  • António Câmara

    Professor
    Univ. Nova de Lisboa
     


  • Naoko Ito

    Customer Documentation
    Specialist
    Nokia



Confirmed Speakers

  • Nelson Zagalo

    Associate Professor
    University of Aveiro
     



  • Ana Rita Remígio

    Technical Communicator
    Bosch Building Technologies
     


  • Ana Oliveira

    Chief Inspector
    ASAE
     


  • António Oliveira

    Customer Quality Manager
    Nokia
     


  • Zhihua Hu

    Translation and Terminology
    PhD Student - UA and UNL
     


  • Miguel Gonçalves

    Founder and manager
    E-goi
     


  • Rute Costa

    Head of Product
    Farfetch
     


  • Luís Salema

    Lecturer and Researcher
    Camões Institute
     


  • João Marques

    Communication Specialist
    Nokia
     


  • Cláudia Santos

    Communication Specialist
    Nokia
     


  • Denise Branco

    Translation and Terminology
    PhD Student - UA and UNL
     


  • Krisztina Nagy

    Technical Writer
    Feedzai



  • Sara Duarte

    Technical Communicator
    Feedzai


  • Nuno Grazina

    Technical Knowledge Manager
    Feedzai


  • Luís Melo

    Technical Communicator
    Feedzai


  • Rita Francisco

    PhD Student UNL
    EUPATI


PROGRAM

Our two days program

Head of Region Sales Management - Nokia

João Picoito


20mins

About João

He started his path in Alcatel in 1987, and moved to Siemens AG in Munich where he was responsible for the Communication Protocol Design and Network Planning area. Currently he his the Head of Region Sales Management.

DIRECTOR - INFOTERM

Christian Galinski

Usually the voice of the customer is heard, when they complain. If they complain in masses, immediate action has to be taken in order to avoid big losses in terms of returns to be refunded, administration workload of handling complaints, legal issues involved, coordination efforts with distributors – ultimately loss of user trust. Increasingly technical documentation (on various media – more and more multilingual) has a decisive function with respect to user satisfaction. In this connection, texts may be micro-texts (such as SMS) or technical manuals, user manuals, etc. Content consistency throughout texts whether written or spoken (e.g. used in hotlines) is crucial between the languages and within each language (not to mention language varieties). How to ensure text quality across languages and media? More than beautiful prose, microcontent entities must be managed in a proper way. Given the fact that same or similar microcontent entities are used all over texts in industry related to products or services, its consistency throughout the enterprise facilitates communication, improves the quality of texts, may reduce legal issues and potentially enhances customer satisfaction. Properly managed information-enriched microcontent entities based on methodology standards may turn out to be less costly in the long run. Furthermore, legal requirements for the protection of customers are getting tougher, intellectual and industrial property rights may be looming. The presentation will discuss various approaches and new standardization efforts that have an impact on technical communication and technical documentation in industry.


45mins

About Christian

He is the author of many publications in the field of terminology and related fields, including different kinds of structured content and its role in eBusiness and eCommerce.

FOUNDER AND MANAGER - E-Goi

Miguel Gonçalves

Como um SaaS com muitos milhares de clientes à distância, gere os desafios de tentar superar as suas expectativas para os satisfazer. Algumas estórias e exemplos de como a E-goi tenta perceber a razão e forma de melhorar desempenhos de experimentação, conversão, desistência ou insatisfação.

Sendo a missão da E-goi, a criação de ferramentas para que as marcas entendam e comuniquem melhor com os seus públicos e clientes, que soluções é que está a desenvolver? A comunicação multicanal e bidireccional é essencial, mas a automatização de processos também o é, sendo a inteligência artificial a peça que faltava para unir e potenciar ainda mais estas duas funções.

30 mins

About Miguel

Miguel studied Marketing management in IPAM in Matosinhos, and Electrical and Computer Engineering in the Faculty of Engineering of the University of Porto.

TECHNICAL COMMUNICATOR - Bosch Building Technologies

Ana Rita Remígio

Strengthening customer identity: one look one feel approach to 4.0 technical communication in a global multi-product company

Building and maintaining customer identity is key in business success and goes beyond branding. Technical documentation plays a crucial – yet many times apparently silent – role in the trust bond between a company and its customers. Documentation supports the product and guarantees its installation and use to the fullest extend. However it is not just about consistency in communicating. It is also about having the right information at the right place and at the right time.

Bosch Building Technologies offers solutions for security and safety systems, including video surveillance, intrusion detection, fire detection and voice evacuation systems, as well as access control and management systems, professional audio and conference systems. Adding to different products from different business units, at different locations and with different stakeholders, are different brands – such as Dynacord, Electro-Voice, RTS and Telex – and partner brands, like Sony, for video security. In this scenario, strengthening customer identity becomes challenging.

Less than one year ago a multidisciplinary team was created in Ovar, with the aim of developing and applying a one look one feel approach to technical communication for Bosch Building Technologies. This approach implies not only rethinking the way of working of a global team of technical communicators, but also developing standards for writing, terminology, and design and for information management and modelling, and leads the way to Technical Communication 4.0.

We know that information consumption is changing. Alike demand for smart factories and global digitalization brought about by Industry 4.0, our customers demand and expect granular and tailor-made access to content. This is why we built our business model on a strategy for dynamic content delivery, via intelligent information: information that is modularized, enriched with metadata, and framed within a standardized knowledge structure.

And this is when all dots connect and we place documentation alongside packaging, labelling and training, having teams working together and offering a complete and unique product-related solution to our customers.


30mins

About Ana Rita

Ana Rita Remígio is a technical communicator for Security Systems at Bosch Building Technologies. She is responsible for the creation and maintenance of technical documentation, including translation management into 45 languages.

PHD STUDENT - UA AND UNL

Zhihua Hu

A Análise de Rótulos de Champô nas Versões Portuguesa e Chinesa: a divergência de prioridades em Comunicação Técnica

O rótulo de produto constitui uma designação coletiva adotada para indicar várias formulações e instruções sobre os produtos; concretamente, os rótulos são compostos por informação variada: nome do produto, local de produção, nome e localização da empresa produtora, os principais componentes do produto, as especificações e referências, bem como a data de produção, o prazo de validade e os avisos. Os rótulos podem ser indicados nos produtos ou nas embalagens dos produtos e podem integrar textos, símbolos, números, figuras ou outras descrições. O conteúdo da rotulagem deve estar em conformidade com os requisitos das normas nacionais.

Tem havido atenção generalizadora e crescente na análise de rótulos, dado que, por um lado, os rótulos configuram um género de documento técnico, já que através dos rótulos pode-se obter informações relevantes sobre os produtos; por outro lado, as informações contidas nos rótulos auxiliam os consumidores a tomar decisões no processo da compra, incorporando elementos de marketing.

Através deste trabalho, pretendemos analisar os conteúdos da rotulagem, na versão portuguesa e na chinesa, do champô da marca Head & Shoulders da empresa americana Procter & Gamble. Tendo em conta que os conteúdos informativos são um dos principais elementos da comunicação técnica e, por este motivo, seja expectável que haja uma abordagem transnacional e semelhante na elaboração dos rótulos para os dois países, iremos analisar a escolha das informações indicadas na rotulagem em ambas as versões, tentando explicar quais os fatores que podem levar a diferenças nas escolhas incluídas em cada um dos rótulos.


30mins

About Zhihua

Translation and Terminology PhD student in the University of Aveiro and University Nova of Lisbon. His main research fields are: corpus based translation; translation theories; technical writing; terminological studies; contrastive linguistic.

Customer DOCUMENTATION SPECIALIST - Nokia

Naoko Ito

Naoko is going to talk about some practices to get feedback from different types of “customers” in Technical Communication in Nokia. In Nokia, Technical Communication teams dedicate to the creation and publication of customer documentation. For Technical Communication teams, all stakeholders can be considered as customers, including development teams, testing teams, customer support teams, and external customers, that is, users of software products.

Development teams use a service of Technical Communication teams to document features they develop. They provide inputs for new or updated features and review drafted documentation. Testing teams test features according to the documentation. They report bugs if a feature does not work as it is described in the documentation. It may be a bug of software or a bug of documentation. Customer support teams perform administrative operations and troubleshoot problems on behalf of external customers. They report bugs if the documented steps do not work or the information necessary to perform troubleshoot is missing. External customers use a software product daily bases for operations. They ask for help from a customer support team, which then may report a bug of documentation. All those different types of customer feedback are valuable to have a better quality of documentation from different perspectives, while interactions happen at different stages in different ways.

During the session, she is going to share how Technical Communication teams in Nokia proactively interact with different stakeholders in the process of creating and publishing customer documentation. She also gives a glimpse of Voice of Customer working group in Technical Communication. Can some of the practices, efforts and experiences be adopted to your work as a Technical Communication team or your work with Technical Communication teams in your product?

45mins

About Naoko

Naoko Ito is a Customer Documentation Specialist at NOKIA, working also as Project Manager and Voice of Customer Workgroup documentation expert.

CHIEF INSPECTOR - ASAE

Ana Oliveira

ASAE: Reforço da marca ou (re)modelação da imagem

A estratégia de comunicação seguida na Autoridade de Segurança Alimentar e Económica (ASAE), visa partilhar e transmitir informação sobre a sua atividade, com transparência, idoneidade e rigor nas suas áreas de atuação. Esta informação centraliza-se na transmissão dos resultados operacionais obtidos no âmbito das suas ações de fiscalização e inspeção, na vertente de avaliação e comunicação de riscos ou ainda em de protocolos de cooperação ou projetos de disseminação do conhecimento numa vertente preventiva.

Diariamente, a ASAE recorre a uma diversidade de meios para transmitir informação relativamente à sua atividade, utilizando texto escrito ou imagem (fotografia ou vídeo) recorrendo à sua disponibilização via internet (website da ASAE), newsletter, página nas redes sociais, comunicados de imprensa e/ou através de projetos temáticos específicos favorecendo a proximidade entre os interlocutores sem descurar a diferenciação dos públicos-alvo a atingir, sejam eles, consumidores, operadores económicos, Associações de Setor, órgãos de comunicação social, entidades congéneres ou, até mesmo, outras entidades oficiais nacionais ou estrangeiras.

Será abordada a forma como o modo de comunicar tem ajudado a mudar perceções e, no caso da ASAE, a mudar o paradigma de marca institucional tendo por base as prioridades estratégicas da ASAE, de atuação/intervenção ativa no âmbito das suas competências de fiscalização bem como desenvolvimento de ações de sensibilização/formação quer de consumidores quer de operadores económicos.

Irá ainda ser efetuada uma breve abordagem sobre a relevância de estar atento às várias fontes abertas disponíveis constituindo um verdadeiro desafio para os responsáveis pela gestão da área da comunicação devido à sua enorme influência e visibilidade junto dos consumidores, bem como partilhar a perceção de notoriedade da ASAE enquanto Autoridade de fiscalização, órgão de polícia criminal e entidade competente pela avaliação e comunicação de riscos.

A lógica passa, por um lado, informar, sensibilizar, no sentido de prevenir o incumprimento, sem, contudo, deixar de cumprir o seu papel de Autoridade de fiscalização de mercado. A tendência das instituições públicas, no futuro, será de uma comunicação mais próxima do indivíduo, estreitando as barreiras existentes entre os utilizadores e as Instituições.

Espera-se poder partilhar a experiência de trabalho na área da comunicação numa Organização dinâmica como a ASAE sendo este um desafio constante marcado pela imprevisibilidade dos resultados obtidos.


30mins

About Ana

She has been working in public information of ASAE and, currently, she coordinates the analysis of all complaints received. She is responsible for promoting the dissemination of information related with issues in its scope of action.

Technical Writer - Feedzai

Luís Melo

Technical communication in a fast-growing company

Whether your work in a company, university or any other institution, there is a question that occasionally comes to our minds- how does someone’s job with a similar role than mine looks like in other places?

The goal of this talk is to share my personal experience of working in the area of technical communication. I will walk you through an example of a typical day at Feedzai covering the role, importance, and challenges of this topic in a company that is changing and growing fast.

Technical communication might differ not only between organizations but also between teams inside the same organization. Each team might have distinct working methods and tools, as well as different perceptions of documentation. Just like the variety within a culture is what makes it stronger and more vibrant, the different documentation perceptions should be leveraged to make it reacher and more complete. The message and tone that a company speaks out should unify the different viewpoints.

On the other hand, there are also transversal aspects between different companies as well as between industry and academia. From my point of view, there is often an unfair necessity to separate the work that is performed by the industry and academia. Sometimes, the skills that one gain in each context is not perceived as equally valuable skills from one to the other. During this presentation, I will compare these two different contexts and point out the aspects that I believe to be closely related.

You can expect to be challenged with a personal point of view on how technical communication plays a critical role whether we work in a company or a university because at the end of the day there is a common goal: share our knowledge.


30mins

About Luís

His biggest motivation is to connect technical writing with other fields such as design, user experience, user interaction and find new ways of communicating technical concepts to target audiences.

LECTURER AND RESEARCHER - CAMÕES INSTITUTE

Luís Salema

Previsões meteorológicas e meios de comunicação: multimodalidade e diversidade de utilizadores

O acesso às previsões meteorológicas sofreu uma mudança significativa nos últimos anos. Os meios tradicionais, como a televisão ou os jornais, deixaram de ser os únicos a transmitir previsões meteorológicas e as plataformas digitais são cada vez mais utilizadas.

Neste trabalho, lança-se um olhar sobre as previsões meteorológicas transmitidas pelo serviço público de meteorologia, em Portugal. Como são difundidas essas previsões a diferentes utilizadores? Que meios de comunicação têm à sua disposição para aceder às previsões meteorológicas? Que recursos são utilizados?

A comunicação tem como objetivo analisar de que forma o Instituto Português do Mar e da Atmosfera, I. P. (IPMA), apresenta as previsões meteorológicas, considerando as orientações da Organização Meteorológica Mundial, os dados recolhidos de vários canais de comunicação do IPMA e investigação produzida no âmbito da relação existente entre os media e a difusão da informação/previsão meteorológica. Pretende-se estudar i) os diferentes canais utilizados pela população e ii) a complementaridade existente entre o texto linguisticamente codificado e a imagem.

O estudo realizado mostra que o IPMA recorre a uma diversidade de meios para transmitir previsões meteorológicas, utilizando diversos produtos que combinam o texto escrito e a imagem. Entre os principais meios e recursos utilizados destacam-se:

  • parcerias com a RTP para a transmissão das previsões;
  • disponibilização de conteúdos nas redes sociais;
  • aplicações para dispositivos móveis;
  • serviços disponibilizados via internet (portal do IPMA, subscrição de serviços de previsão via correio eletrónico);
  • previsões meteorológicas para utilizadores específicos (aeronáutica, agricultura, atividades marítimas).

Através do mapeamento da situação existente, será possível perspetivar o desenvolvimento de produtos de comunicação técnica capazes de melhorar a relação existente entre os serviços de meteorologia e os seus utilizadores, domínio que não tem sido muito explorado no nosso país.


30mins

About Luís

PhD student in Translation and Terminology, University of Aveiro and University Nova de Lisboa, develops a project that combines terminology and technical communication in the area of meteorology, with the collaboration of IPMA - Portuguese Institute of the Sea and Atmosphere.

ASSOCIATE PROFESSOR - UNIVERSITY OF AVEIRO

Nelson Zagalo

Gamification has become one of the key strategies to persuade persons to work and learn in multiple professional environments, from health to education, from managing to company training, from tourism tours to just running the mile. We'll discuss why gamification is so appealing, and what stands beneath the game that really makes persons move and act.


30mins

About Nelson

He has more than one hundred peer-reviewed publications in the fields of games and human computer-interaction. He served as technological and scientific consultant for companies, European and national funding programs, and accreditation of higher education courses.

HEAD OF USER ASSISTANCE PROTOTYPING - SAP IRELAND

Jody Byrne

Storm Clouds with Silver Linings? The Challenges Facing Technical Communication 4.0

The steady stream of technological advances which are emerging, in part, thanks to Machine Learning and Artificial Intelligence, means there is plenty of reason to worry about the future of Technical Communication. This affects us not just in terms of relevance and job security, but also regarding how we train new communicators.

Combined with increased emphasis on improving User Experience to develop hyperintuitive products that need minimal help content, one would be forgiven for thinking that the journey to the Cloud is nothing more than the beginning of the end for Technical Communication.

In this talk, we will explore some examples which, at first glance, seem to suggest that Technical Communication is indeed doomed. But within these examples we can find tantalizing glimpses of what the future holds for Technical Communication which suggest that there are plenty of exciting and unexpected opportunities in store.

45mins

About Jody

Jody Byrne is a technical communication professional with 20 years’ experience as a technical translator, author, lecturer, video producer and user assistance consultant. He is head of the User Assistance Prototyping Lab, which researches and develops new ways of communicating technical information.

HEAD OF Product - Farfetch

Rute Costa

Farfetch finds critical to have a customer-centric approach to product development. To achieve this goal the company aims to have all product hypotheses supported by qualitative or quantitative research data, as well as having most of the product iterations launched using experimentation techniques.

We believe that by doing this, the teams will make sure that the customer’s journey will improve. This presentation aims to showcase some of the techniques used in Product development at Farfetch to guaranty world-class fashion.

30mins

About Rute

Rute Costa has continued experience in strategy, product management and project management, namely in technology: e-commerce, websites, mobile applications and cloud services.

CUSTOMER QUALITY MANAGER - Nokia

António Oliveira

Driving the Voice of Customer

Listening to voice of the customer is not enough – companies need to do much more than simply trying to know what customer thinks about a supplier. However between a declaration of intentions and a structured and effective approach there is a huge path to walk. During the presentation current practices will be addressed, in particular Nokia’s approach will be used to exemplify how suppliers are able not only to know but as well to start predicting how their customers will behave in the near future.

Bringing concrete insights from customer feedback into supplier’s management and key organization units, is as crucial as closing the loop with the customer in order to make sure that not only customer recognizes the efforts made to address their concerns but as well they acknowledge our improvement plans address it and were effectively implemented. From listening the Voice of the Customer to Driving the Voice of Customer – a change of paradigm any supplier, from business-to-consumer to business-to-business sectors, need to do.


30mins

About António

His current responsibilities are Country Senior Officer Deputy of Nokia Portugal, Customer Quality Manager, Market Unit Central Europe, Central Asia & Mediterranean. He is an active participant as board member both in the Telecommunications and Quality National Associations during last two decades (APQ, CEQUAL, APDC, APCER, COTEC).

TECHNICAL WRITER and TECHNICAL COMMUNICATOR - FEEDZAI

Krisztina Nagy and Sara Duarte

Building bridges for a documentation team

At the beginning of the life cycle of a tech company communication is easy. The company is small, everyone talks to one another, the product is simple. As the product and the company grows, teams split up and specialise, and they segregate knowledge. Silos are built, but usually the necessary communication channels between them are missing until some major communication failure calls attention to the problem.

There are numerous communication needs between the different teams. Companies have to have a well-planned communication infrastructure to make the right information flow to the right audience at the right time and in the right form. The communication infrastructure has to empower and activate all the different stakeholders, needs to build different channels, and create the processes and rules that regulate their usage.

Those channels and processes are highly influenced by a large set of factors. Some may be obvious, but most of them are hidden or their impact is tricky to judge. For instance, communication technologies (high throughput network, software for video calls and chat, ERP and ticketing systems, etc.) seem to be obvious facilitators of communication, but they only build the backbone of the channels. Without structured processes and rules (who should use them for what, when and how) these channels may contribute to augmenting the chaos.

Which groups and key persons are the stakeholders of technical documentation? What are their roles? How do they interact in the different roles with different teams, different technical backgrounds, across time zones, while juggling simultaneous projects?

We will look at some real-life examples to see that there is no one-size-fits-all solution, and how the documentation team needs to adjust to the company growth.


30mins

About Krisztina

Since her studies in programming, she has been working in several market-leading companies like Microsoft, OutSystems and Vision-Box.

About Sara

She started her professional path as a translator in a start-up company, with a mission to develop a platform of online commerce for companies.

PROFESSOR - UNL, YGroup and Aromni

António Câmara

Augmenting Reality, a New Voice for Customers

We live in a Real World but the Internet has been developed mostly in the Digital World. Augmented Reality (AR) provides the bridge between the Real and Digital Worlds.

This bridge will be implemented via digital layers. These layers will be digital twins of real places, objects, and activities. They may be also new virtual location-based experiences. The result will be a new Internet of Everything (IoE) where the Augmented World (AW) will be our new browser.

In this new browser, customers will find a new voice as there will be two-way communication channels to interact with brand owners. They will also find new digital spaces to interact with other customers for every existing place, object and activity. Those spaces may be location based virtual post-its accessed via smartphones or AR glasses, or simply the new AW browser on the desktop.

Customers become owners after purchase transactions. The sharing platforms turns these new owners into potential renters of places (i.e., Airbnb) and objects (i.e., Slock.it). The AW browser will facilitate both the purchasing and sharing stages.

AR glasses are foreseen to hit the consumer market in three years. They will accelerate these ongoing developments made possible with the growing smartphone capabilities. But their impact will be mostly felt through the new experiences that they will enable. These experiences will surprise, delight and be useful for the individual consumer. They will also open the possibility to create new conversational environments for customers based on semi-holographic imaging and artificial intelligence.

The experience gained in hundreds of YDreams projects, developed in thirty countries for 50 Fortune 500 companie,s will be used for illustrative purposes. Current research at the New University of Lisbon, as well as new Aromni developments, will be also reported to anchor future visions.


45mins

About António

António Câmara was a pioneer in researching simulation, geographical information systems, virtual reality and augmented reality. He has co-founded YDreams Global, Azorean, Ynvisible, The Inventors and Aromni. António Câmara has received over 20 national and international awards, highlighting Prémio Pessoa in 2006, and one of the Entrepreneurs of the Year Awards from the European Union in 2008.

PHD STUDENT UNL - EUPATI

Rita Francisco

Moving from talking to patients to talking with patients

Patient involvement,patient/clinician shared decision-making, patient empowerment, patient-centricity are all concepts illustrative of the new paradigm that both research and medicine have been experiencing.

Contrarily to what has already been seen in many other areas of knowledge and services, the patients view about their health has often been disregarded with clinicians and researchers taking the driver's seat and being the sole decision-makers. This is changing. The patient perspective is being perceived as valuable, useful and unique. But, giving voice to patients implies (or should always imply) education, reliable and accessible information, and empowerment. This new era is riddled with communication challenges and opportunities.

This presentation will explore 2 case studies of institutions and projects developing ambitious strategies to make patient participation more efficient and informed.

30mins

About Rita

She is currently doing her PhD focusing on better understanding immunological affectation in Congenital Disorders of Glycosylation (CDG) patients. Rita is also a volunteer at the Portuguese Association for CDG, where she is the CDG patient advocate manager.

TECHNICAL KNOWLEDGE MANAGER - Feedzai

Nuno Grazina

Growing a Technical Documentation team the right way with the right technical challenge

Finding skilled Technical Writers is hard. Finding that excellent Tech Writer that fits your team and your company might seem impossible. There are so many variables at play that when you need to bring new members to a Technical Documentation team, you must carefully consider what you need to evaluate to detect the best candidates. Otherwise you will either miss your target by looking at it from a very narrow perspective or by obtaining too many unfocused data points.

Designing a technical challenge for Technical Writers that makes sense in your particular context should not just be about writing. It will most likely try to emulate a real scenario, have the candidate understand the problem, ask questions, look for information and only then propose a written solution. There will also be a healthy dose of ambiguity during the challenge, as the perfect world where the problem is crystal clear and all information is available does not exist.

Even if all these factors are intentionally tested, there’s a chance that the final decision is not straightforward, as a candidate that looks very skilled on paper might fail big or a candidate that delivers a good written challenge might not take feedback well or not fit your culture in other ways. It doesn’t mean they are bad, it just means they are not the person you are looking for at that particular moment.

This presentation will provide a personal and professional account of the author both as a hiring manager and as a candidate in Technical Writing roles. It will discuss how the sum of those experiences influenced different approaches, enabled best practices and caused several failures along the way while building the Tech Comm team at Feedzai.


30mins

About Nuno

Currently, he heads all product technical knowledge initiatives at Feedzai. The Technical Communication team delivers the docs for several components and solutions, and the entire technical training program as well.

PHD STUDENT - UA AND UNL

Denise Branco

Needs Analysis: Safety and Security and the technical translation of emotions

This study presents a new approach to needs analysis based on Integral Theory and the AQAL map (all quadrants, all levels, all lines, all states and all types) and focuses on technical texts that need to meet not only technical and scientific requirements but also emotional requirements in order to fulfill their ultimate goal. Such texts emanate from the political decisions made by sovereign member states within international multilingual and multicultural technical and scientific organizations and their supporting agencies which come together based on mutual and collaborative interests.

Given the complexity and tension of current international relations, this work argues in favor of a more complex needs analysis tool which is capable of identifying the non-linguistic variables that impact on the reception of technical and scientific information and the implementation of international standards and procedures which aim at safeguarding the peaceful use of nuclear energy and nuclear technologies.

The challenges of translating the terms “safety and security” are analyzed and discussed from the AQAL map perspective and quadrant based communication needs analysis is presented to illustrate how the decision-making process for the translator can be more informed by taking into account the societal and cultural dimensions in which the terms occur and are expected to perform.

By highlighting the importance of needs analysis, this research argues in favor of its role as an essential stage of technical documentation design and also as a requirement for technical translation purposes. Needs, wants and lacks and the gaps that need to be bridged according to the social and cultural contexts in which a text will perform are essential for the collaborative encounter between technical and scientific worldviews and the emotional dimension of collective identities and realities.


30mins

About Denise

After teaching English and Portuguese for Specific Purposes at the University of Aveiro for approximately ten years, she founded her own language service company in 2007. Since then she has been working with international industry and government bodies in the field of technical and scientific communication in the field of nuclear safety and security.

Communication Specialists - Nokia

Cláudia Santos and João Marques

Customer Experience: the future of Nokia documentation delivery formats using rich media, gamification and augmented reality

Documentation is not only about what is written by the technical writers. The way it is delivered is as important as the content being delivered. It is said to “don't judge a book by its cover", but a good cover on a great book, makes it even better and more appealing.

Having this in mind, Nokia Customer Documentation group is focused not only in producing documentation with quality, but is also focused on the way it is delivered.

Therefore, Nokia is researching for new ways of presenting and delivering content to satisfy customer expectations, and new ways of creating added value for the company, namely through rich media, gamification, and augmented reality.

With rich media documentation it is possible to add advanced features, that for example expand or float the content, to encourage readers to interact and engage. While text documentation displays mainly words and graphics, rich media documentation has more ways to involve the reader.

Gamification is the use of game elements and game design technics in a non-game context. Therefore, it is possible to have customers, both internal and external, more engaged and connected with the documentation and the product.

According to Antonio Camara, augmented reality is the bridge between the real world where we live, and the data world where internet has been developed. Nokia wants to also bring documentation to the real world and has already showcased a pilot project in a Wroclaw event.

The future is set, and Nokia documentation team is leading the way.


30mins

About Cláudia

Cláudia Santos is a Team Leader, Communication Specialist and Technical Writer at Nokia. She started in Nokia in 2007 as a technical writer in the hardware field. She then moved to software, and has been working as Customer Documentation Project Manager in several projects located in different countries.

About João

João academic background is in the Multimedia and Interactive Medias field, as well as in Medical Informatics. He has professional experience in customer and user experience, digital medias and marketing applied to different industries: education, retail & distribution, health-care and telecommunications.

venue

Department of Languages and Cultures

University of Aveiro

address

University of Aveiro
Campus Universitario de Santiago
3810-193 Aveiro, Portugal

more information

Accommodation Alternatives

Where to stay, close to the venue.


register

Registration is mandatory for all speakers and participants.

Deadline:
Speakers - 14 September
Participants - 15 November


Organisation



Organisation Committee


Scientific Committee