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of representatives from JetBlue’s operational units and corporate IT. The standards board
reports jointly to JetBlue’s safety and training departments and has dotted line
responsibility for the Corporate Publications.
We list its functions and responsibilities below and show it visually in Illustration 2.
• Sets policies and priorities
• Represents the voice of individual business units
• Provides visibility to IT and (potentially) the FAA
• Flows standards down to individual business units
• Provides oversight of Corporate Publishing
Cross-
Functional
Standards Board
BlueGuru
14 Patricia Seybold Group © 2009
BlueGuru Governance
© 2009 JetBlue Airways Corporation
Illustration 2. This illustration shows the organization structure of the governance component for BlueGuru,
JetBlue’s new content management and publishing system.
Corporate Publications
Corporate Publications is the organizational component of JetBlue’s solution. It’s a new
organizational unit responsible for JetBlue’s content management and publishing
processes and the tools and technologies that support those processes. Corporate
Publications reports to JetBlue University Learning Technologies, which is headed by
Murry Christensen. Chris Beckmann manages the group and its staff of seven.
Responsibilities include:
• Design and maintain document creation, editing, and publishing processes
Content
Management and
Publishing
Processes and
Tools
JetBlue’s Content Management and Publishing System
Patricia Seybold Group © 2009 15
• Design and maintain metadata, document types, and structure
• Manage and maintain the content management and publishing system
• Maintain central document repository and the Manual of Manuals
• Provide process, editorial, and technical support to operational units for document
creation and editing
• Provide connection to JBU (JetBlue University) for developing a formal training
program as an offering to all content editor Crewmembers across departmental areas.
Corporate Publications is not an operational unit. From a management perspective, it’s
part of JetBlue University, and Chris reports to Murry. From the perspective of content
management and publishing, Corporate Publishing implements and supports the policies
and standards of the Standards Board, and the Standards Board provides oversight of
Corporate Publications.
Corporate Publications has the critical role as change agent for JetBlue’s move from
JBDOCS to BlueGuru, for its transformation from a decentralized approach where staff
writers create and manage manuals to a distributed system in which a central staff
supports the authoring and editing of content by process owners—a major transformation.
Chris and his team have developed a methodology to help implement that transformation.
We’ll discuss this methodology a little later in this case study report.
Note that Corporate Publications takes on the operational documentation responsibilities
of Technical Publications, but does not replace the existing Technical Publications unit.
Technical Publications continues to manage the aircraft maintenance and business partner
responsibilities for the airline, which is a heavy load. For example, the aircraft typespecific
Aircraft Maintenance Manual (AMM) will remain the responsibility of Technical
Publications.
Architecture and Tools
A combination of requirements and current tools usage drove the architecture of the
content management and publishing system and of the selection of tools to support the
authoring, editing, and publishing processes.
• The “hard” requirement for content ownership at lowest possible level meant that
content authors would be subject matter experts within operational units, not
technical writers.
• One of the issues with JBDOCS is the inability to reuse and manage content created
for one manual in other manuals. For example, the de-icing process is owned by
station ops, but it’s also addressed within documentation in the flight ops and
technical ops areas. The old system couldn’t be tweaked to support this reuse. Reuse
is a “stuff that really matters” requirement for the new system.
Office, IE, and
MarkLogic
Server
BlueGuru
16 Patricia Seybold Group © 2009
• Regulatory compliance and oversight surveillance require that, for many specified
processes, JetBlue notify the FAA of changes and receive FAA’s approval for those
changes. Automated notifications and providing online access to changed content
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