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Three Sets of
Requirements
Six Hard Factors
Requirements
Comply with
Standards and
Regulations
BlueGuru
10 Patricia Seybold Group © 2009
compliance with and certification for these regulations. This hard factor is an obvious
requirement.
A future-proof solution carries a range of advantages and benefits. If a content
management and publishing system can be designed to accommodate growth and change,
then it will not have to be replaced or reengineered when business changes or when
technology evolves. For example, at some point in the future, JetBlue may serve
international routes. Requirements for regulatory compliance would be extended for
international agencies and for the agencies of the new counties served. That the solution
should be easily extensible to support these additional agencies and regulations is the
meaning of this requirement.
If content represents policies, programs, processes, procedures, and roles and
responsibilities, then it follows that the roles responsible for defining the policies and for
performing the processes and procedures should be the roles that own and control the
content. Rather than having a staff of content authors and administrators, the requirement
for content ownership at the lowest possible level places the responsibility for content
with operational roles. This requirement also helps support JetBlue’s corporate strategy to
be a value carrier. Content ownership at the lowest possible level results in the most
efficient utilization of corporate resources, especially of staff. It also helps to ensure that
the most current, highest quality information is delivered to Crewmembers.
Online access to content is an obvious hard requirement in JetBlue’s move from static
manuals to dynamic content. The roles needing online access are JetBlue’s Crewmembers
and its partners.
BlueGuru will enable JetBlue’s pilots to download content to their laptops and to carry
just their laptops instead of those large, heavy black cases of charts and manuals. This
offline access requires that JetBlue guarantee that downloaded content is the latest
certified and/or compliant content available.
Regulators need access to content, too. For example, an element of surveillance in ATOS
is notification of and access to changes for specified safety processes. Providing online
notification and access makes it easier for the FAA to learn about these changes and,
where required, makes it faster to certify them.
More specifically, the FAA classifies documents in these four ways:
• Approved – FAA reviews, edits, and approves with a physical stamp on a paper
document
• Accepted / Previewed – FAA accepts that the document exists and they read through
it, perhaps providing suggestions for modification
• Accepted / Not Previewed – FAA accepts that the document exists, but they do not
provide suggestions
Future-Proof
Solutions
Content
Ownership at the
Lowest Possible
Level
Online Access
Offline Access
Regulatory
Review
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 11
• Not reviewed – FAA does not receive the document and it is not necessary to notify
FAA about the existence of the document
Soft Factors
By soft factors, the team specified requirements that would give JetBlue flexibility in the
design, implementation, application, and management of the solution. Soft factors would
ensure that the new documentation system would be open, extensible, and viable beyond
its initial implementation. Soft factors include:
• Start with “minimal useful” assumptions
• Define the problem in the broadest possible sense
• Don’t hardwire anything you can avoid
Murry makes an analogy to the Dublin Core to describe what he means by “minimal
useful” assumptions. Just a reminder, the Dublin Core is a metadata vocabulary of 15
terms or properties that are used for describing content or information resources. It’s
“Dublin” because it originated at a 1995 workshop in Dublin, Ohio. It’s “core” because
its elements are broad and generic, usable for describing a wide range of resources. (For
those of you who want to know, the 15 terms are contributor, coverage, creator, date,
description, format, identifier, language, publisher, relation, rights, source, subject, title,
and type.)
“While there may be a point problem, don’t design a point solution,” Murry advises. “In
my experience, there’s always a single, critical problem but there’s also several other
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