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processes, and procedures are our actual content, not metadata.”
JBDOCS
As a certified air carrier, per FAA regulations, JetBlue has a “manual” that documented
its policies and procedures. JetBlue’s manual is called JBDOCS. Murry explains,
“JBDOCS is a collection of PDFs. This is a documentation system that’s manualoriented.
The manuals are authored by technical writers who work in and for our
operational departments. Word is their authoring tool. The departments review the
writers’ drafts. The writers incorporate departments’ comments. The manuals are
published as PDFs and stored in an online library from which Crewmembers access and
download them.” See Illustration 1.
JetBlue’s
Manuals—
JBDOCS
BlueGuru
8 Patricia Seybold Group © 2009
JBDOCS
© 2009 JetBlue Airways Corporation
Illustration 1. This illustration shows the JetBlue’s library of manuals in JBDOCS.
“The manuals in JBDOCS are maintained manually,” Murry continues. “That creates
significant issues. For example, findings are issues that we discover in procedures.
Crewmembers “find” that a procedure doesn’t document the way that they do their jobs,
or their jobs have changed, or the manual might be in error. Authors have to modify their
manuals to reflect findings, and we have to record and track findings for the FAA.
JBDOCS doesn’t have any of these mechanisms.”
“Authors update their own manuals,” he explains. “We have no mechanism for
synchronizing those updates across manuals. That’s an issue, too. For example, let’s take
the de-icing process again. JBDOCS doesn’t manage interfaces (See “ATOS Safety
Attributes,” above). It’s up to individual authors to keep their manuals in synch when
procedures are updated. Within ATOS, the FAA will audit consistency across manuals.
In JBDOCS, we have no way to ensure this consistency or even to know that we’re
consistent or not.”
Manually
Maintained
Manuals
Time for Change
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 9
Murry Christensen and his team felt that there were five key issues with JBDOCS. These
issues drove JetBlue to consider the replacement of JBDOCS.
• Manual-oriented document system
• Manually-maintained document system
• Publishing to PDF
• Manual access to documents
• Inconsistency across manuals
“Our documents must state what we do so our Crewmembers can do their jobs safely,”
Murry explains. “Safety is our corporate obligation, and the FAA certifies us based on the
documentation of our safety processes. JBDOCS, as a system of manuals, has difficulty
in maintaining document integrity and consistency. We had to address those issues.”
“Manuals are also costly to create and maintain,” he goes on. “The separate staff of
writers and their work to extract information from subject matter experts (SMEs), to
document what they extract, and then to go through an editing and approval process that
involves both the writers and the SMEs is time-consuming and expensive. Low operating
costs is a key element of our value proposition. JBDOCS was not a low-cost operation.”
“In addition, we wanted the flexibility to reuse various types of content across multiple
delivery mechanisms, for example, books, quick reference guides, and training content on
devices as such as pilot laptops, e-readers, netbooks, and cell phones,” Murry continues.
“Manuals can’t give us this flexibility.”
Requirements for a Content Management and Publishing System
The five issues listed above, JetBlue’s management style and culture, and the content
management expertise and experience of the team led what would become the BlueGuru
team to develop three sets of requirements for the new documentation system. Murry
calls them hard factors, soft factors, and “the stuff that really matters.” Let’s take a closer
look at each.
Hard Factors
The team identified these six requirements as hard factors:
• Comply with standards and regulations
• Future-proof solution
• Content ownership at lowest possible level
• Provide for online access
• Provide for offline access
• Regulatory review
JetBlue is subject to regulation by the Department of Transportation (DOT) and its
Federal Aviation Administration (FAA) and the Transportation Security Administration
(TSA) as well by as other governmental agencies. Its business continuity is contingent on
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