 I just want to do a quick test first to see how many of you are actually asleep right now. Can you just stand up all of you? So, yeah, if you feel like jumping, it's also okay because, okay, are there anyone asleep? Apparently not, that's incredible. You are very welcome to stand up during the whole talk if you want. We can do it as a day of the stroke or something like that. So I do both. I'm not going to bore you to death. So in the world of content management, it's not really uncommon to be competing over features that no one will ever use eventually. And that's a crazy trend, of course, but it's a very mature market and we see this all the time that CMS producers are battling over features that will just never be able to use eventually on the websites that we run on the CMSs. So I'm going to talk about how we as an open source project, how we see this and how we try to do something different from the pack. Does this work? I'm from Copenhagen. If you don't know where that is, you can see it up here. It was a really long flight. This is a typical picture of Copenhagen. Lots of bikes. We go around on bikes all the time. And interestingly enough, Copenhagen is about the same size and has the same climate almost as Detroit. But we use 10 times less energy than Detroit. So it's a very clean and very sustainable city of its size. This is also not an uncommon view in Copenhagen to see this stuff. It's definitely taken biking to the extreme. So one thing I want to tell you about me, because I've been listening to all the talks today, and when I hear Jason, this is what I think is happening. I have no clue what Jason is. So I'm just a UXer and I work with developers all the time, but I don't understand anything about the technical foundation of the work that I do. So, I'm the product strategist of the open-source news project. The stable version is only in 1.2 right now. We are only a couple of years out of alpha. So it's a relatively new open-source project. So as a designer and a product strategist of an open-source project, you can't really do what UXers really do, which is to design very specific user scenarios, because it's framework. And one of the things that I need to do well is to make a lot of developers, hundreds and thousands of developers happy to work with the system. And for doing that, we looked into different principles around the world and found that master planning and urban planning was a really nice area to match up with UX for software. And this is a famous architect called Oscar Niemeyer, and he said that building cities poses a beautiful problem, because you're essentially planning for something you don't really know how will be used. So we took a lot of principles from master planning and turned that into the software foundation or the UX foundation for the product. And one of the key principles is that a city such as this here in Singapore has to be inclusive and has to be able to include anything and anyone. And that's about planning for a Q2 you don't really know how it will look like. I'll give you an example. This is Copenhagen. And this is the harbor of Copenhagen in 1930. Everything done back then and planned in the harbor area back then was based on military and trade constraints. So this is the same harbor today. And there was just no way you could have seen how this would eventually be used back then when it was planned. And here's an example of the harbor being used for something completely different. This is me with the bathing in critical waters there. And coming back to the nearest project. This is the relatively small court team that I work on. We're about 20, 25 people. And here's some of the technology we work with. I'm told I don't really know what it is, but I know that it's BHP and something like that. So there's probably tons of stuff in it that I just don't know what it is. So an ESS is a community driven software project. It's free and open source. And then it comes from the type of free community which is relatively large and very old open source community. If you don't already know type of free, anyone here who knows type of free? Okay. A few, yeah. Probably all of the Germans present. It's pretty big in German speaking countries. It dates back to 2001 and the original version is way back from 1997. So we have two CMSs now. The original CMS and the new project Nias that I work on. And the type of three CMS is used to run, for example, the Lamborghini Web Science all over the world. And the Nias CMS is used for something like this, which is the American Express magazine for centurion card holders. Does anyone here hold a centurion card? American Express centurion card? That is what the minister earlier talked about. That we need more filthy, rich open source geeks. Because you have to be really, really, really rich to hold a centurion card. You can actually find reviews of a U-Boat for private use here on this website. But that's the CMS running this, that I'm the product strategist for. And the strategy that we have chosen is called COC. I guess some of you have probably heard about this concept before. It's just an acronym for very honest polish everywhere. And it's often accredited to the National Public Radio who's used that as the guiding architecture for what they do. And that has allowed fans of the National Public Radio to do their own applications that they then use to funnel content through from the NPR API. And so that concept is, of course, not new at all. It's been around since the dawn of digital, basically. But the world is just still only beginning to really come to terms with what that actually means. And we see lots and lots and lots of websites and organizations running on what is essentially old print thinking. Which makes it really, really difficult to apply a co-architecture. So this is also a slide that I don't understand anything about. But I know this is the one that the NPR uses, the architecture for the technical foundation for the co-APIs. What I do understand, however, is that we see code more hard from the technical foundation also as a cultural or cultural technology. We think we'll have profound impact on what we as human beings can do with the information that's presented to us. So first let me say just one thing. I really, really, really hate outdated information. So think about it. If I go to War Square and I'm directed in the wrong direction, that has a pretty direct impact. And that is just because of obsolete information. And if you take a new side effect of a medicine that's only discovered, which is then not reflected on a local version of the pharmaceutical website, then that has a very, very severe impact as well. Or if I'm an entrepreneur in Africa and I want to build a new business on some software where I research a lot, read through the features, and then suddenly discover that the feature descriptions are just out of date. That happens a lot and has a very severe impact. So the consumer management world has basically turned to personalization. We've just looked at Google, their personalization and personalized search and Facebook and said, okay, we've got to build that in for all kinds of websites. That's got to be inside the consumer management systems. And at the moment, lots of CMSs are focusing heavily on that. And it's all about one thing really. It's about bringing new relevant experiences, which is of course fine for a lot of different customers. But there's a bug here and a thing that gives us all a lot of problems when we're talking about infrequent CMS users. Because this is the interface that's typically used where this is the site for interface, site for is fine and everything, but this is the interface that an author needs to work with to do a personalization of a website gauge. So what you need to understand here is that in this moment when the editor is using this interface, they have to mentally and emotionally connect with the target audience. That's extremely hard to do for an infrequent editor or marketer using this kind of interface. So we've asked ourselves, will personalization bring us less or more obsolete content on the web? And we think in too many cases it will bring us more obsolete content. Why? Because it's very, very hard for the editors to actually understand the interfaces we're building for them and it takes an awful lot of time to produce all the content that's needed to do a personalized version of a website. It's enough for many organizations just to produce one version of the content in one language then let alone the other languages. So yes, we focus on the availability of up-to-date content. It sounds like a really simple thing to do but it's not when you get down to it. And we want to build a tool that help everyone know what it's known because that's really at the heart of content management if you think about it. Just take two seconds and think about that fact. It's actually why we think we still have some relevance as a product category. And in our dream scenario, we just want you to never, ever be able to say I didn't know anymore because you can always look it up. We want you to make you say I didn't find time to look it up. That's a fundamental change. So the web has given us massive availability and accessibility of information but because it's free for everyone to publish, it has also given us massive amounts of absolute information and a way to fix that is the idea of code. So how do we do that in reality? Because this is not easy when it comes to the infrequent editors actually editing content on our website. So we're working very intensely on the UX side of our product and are very inspired by Red Victor from our Apple employee who said that creators need an immediate connection to what they create. And we try to make sure that our editor interfaces provide such a direct connection. So you see there's a very great dilemma going on here and sometimes still is because we're all used to working with CMSs in the way that Kermit Grain describes as CMSs looks like databases that threw up all over the screen and it looks something like this, you know, standard forms. This is again extremely hard to use if you're still at the same time trying to connect emotionally with your target audience. And then some years ago many of us CMS producers thought, okay, we've heard the cry for better UX in our software, let's all turn to in-place editing directly in the template. And lots and lots and lots of CMSs and site builders are doing that today. And the problem is of course that if you ask your editors to edit in this way then they're going to tailor the content to a specific design which is the opposite of the cope approach. This makes it very, very hard to reuse content throughout different output channels because it's been thought about in one particular design which is, again, bold print thinking. So in the next return to a concept we call the edit preview framework and this is a part of the Nias interface on the right hand or on the side there. You have statistics showing the editor how the content is primed before it and you edit in something that looks like a basic, very minimal work processor and you can turn it into full-screen editing like in a super minimal processor. And then over on the top right over there it says Preview Central and there you can build your own preview settings. So that means that the prioritized output channels for your content can be built into the CMS so that the editors can quickly go through a different series of simulations or previews of how their content will look like for the end user. It could be in a search preview on social media, on Facebook or on mobile or on the desktop website again but it all comes down to the core content. So we can do structured or unstructured content in this way and still have it be previewable in prioritized output channels. So we believe very strongly in this that this is the human-centric path. This is human-to-human interaction. We want to build a CMS where you directly communicate with other human beings instead of doing a very data-centric CMS where you are essentially writing for the machine just as much as you're writing for other human beings. Just think about serial checks for example where content authors are constantly editing text just to get higher search rankings. So to achieve all this we need to design better interfaces and this is just the first step. We have lots and lots of stuff planned for like a more full approach but in general we need to let go of this whole print thinking and to a crowd like this probably not that wild for you to hear but to many, many, many organizations and people it's still very, very difficult to let go of this whole print thinking that content and form is glued together which it shouldn't obviously anymore. So the organizations are not yet digital that have problems doing this and we need to support editors to make that transition. We're growing in the extremely friendly teams we would love for people to join us. We have a couple of guys in India we have a couple of guys in the US most of us are in Europe but we would definitely love to include more guys. And if you want to check it out demo and there's a download of course and you're also extremely welcome to just be in touch with me. So I hope everyone is still awake and I just want to say thanks for the opportunity to talk here. Thank you.