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www.designforcontext.comDuane Degler@ddeglerduane@designforcontext.comSupporting Relevance for Users —a Design ChallengeSE...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler2 Supporting Relevanc...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler3
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler4
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler5
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler6
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler7CONTENTSIGNALSLink r...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler8“Relevant” content i...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler9 Supporting Relevanc...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler10User response to li...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler11User response to li...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler12Signal challengesWe...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler13Signal challengesSi...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler14Other challengesRes...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler15 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler16Relevance models ar...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler17 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler18Content navigation ...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler19Carry-forward relev...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler20Carry-forward relev...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler21Carry-forward relev...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler22Building patterns f...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler23Deeper user control...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler24CONTENTSIGNALSLink ...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler25 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler26Relevance is inform...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler27Real-timepreference...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler28Saving classificati...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler29
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler30SITUATIONSIGNALSUSE...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler31 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler32Relevance is percei...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler33Tasks produce path ...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler34Reflecting task, us...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler35Goal: embed in appl...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler36User control in tas...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler37TASKSIGNALSOutcomes...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler38 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler39Situations – tech r...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler40Relevance is inform...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler41Situation awareness...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler42SITUATIONSIGNALSSIT...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler43 Supporting Relevan...
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler44SITUATIONSIGNALSSIT...
www.designforcontext.comDuane Degler@ddeglerduane@designforcontext.comSupporting Relevance for Users —a Design ChallengeSE...
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Supporting Relevance for Users – a Design Challenge

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Presentation by Duane Degler from Design for Context at the 2013 Semantic Technology & Business Conference in San Francisco, CA, on June 3, 2013.

Presenting “related” content can unfortunately be perceived by users as not relevant to their current needs, particularly in complex knowledge work and interactive applications. At risk is a loss of credibility, which can weaken trust in the application or underlying information, which in turn colors their ongoing experience with an application.

Relevance algorithms have gotten more sophisticated, providing designers and developers with useful tools. But from a user experience perspective, relevance is often perceived in the context of a user’s immediate tasks and goals, as much (or more) than it is associated with their prior actions and patterns from similar users.

Through a series of examples and illustrations, this talk explores:
- Risks associated with related content not appearing relevant
- How we explore the way users interpret relevant information
- Designing for user’s task focus, perceptions and value judgments about relevance
- Balancing algorithmic approaches with user-centered approaches

Published in: Technology, Business
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Transcript of "Supporting Relevance for Users – a Design Challenge"

  1. 1. www.designforcontext.comDuane Degler@ddeglerduane@designforcontext.comSupporting Relevance for Users —a Design ChallengeSEMTECH BIZ 20133rd June 2013, San Francisco
  2. 2. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler2 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler2We’ve all seen it
  3. 3. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler3
  4. 4. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler4
  5. 5. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler5
  6. 6. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler6
  7. 7. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler7CONTENTSIGNALSLink relationshipsText patternsCategories / keywordsMetadata
  8. 8. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler8“Relevant” content is in the eye of the beholder – users –associated with their goals.In UX design, mental modeling and user research help assessexpectations, providing context for semantic application design.Why am Iseeing this?
  9. 9. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler9 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler9Challenges we look for• User response to links• Signal problems• Weak signals• Signal density• Signal switching• Result density• Clue misalignment
  10. 10. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler10User response to linksInvitationsto stopreadingGreatdistancebetweenpurpose andsubstance
  11. 11. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler11User response to linksLinks are often a distraction,digression or diversion.If it’s important, it should be availablewithout undue navigation.Consider where to: Link Summarize Incorporate
  12. 12. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler12Signal challengesWeak signals Not enough context parameters to know what “relevant” means Either not enough metadata in content, or not enough in usageSignal density Too many attributes without sufficient value identification• Auto-tagging (“semantic annotation”) without curation• Ambiguous content – it’s about too many things• Sources of user signals too diffuse
  13. 13. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler13Signal challengesSignal switching Stale signals• Signal lifecycles: Firefly or tortoise? Multi-tasking or task-switching• Moved on to next task, interrupted temporarily• Multi-dimensional evolving situation• Japan – Earthquake, Tsunami, Nuclear risk• Firefighters – Blaze, Medical needs, Gas/chemical risk Out of context – e.g. making dinner reservations while at the office
  14. 14. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler14Other challengesResult density Too many possible “related” items, without clear ranking/weighting• Big events• Big content stores or broadly federated contentClue misalignment Link names do not align with purpose, creating confusion Setting expectations with the user
  15. 15. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler15 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler15Relevance signals
  16. 16. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler16Relevance models are informed by content structureTheir experienceand motivationsTheir tasksand questionsTheir situationor contextRelevance models are also informed by knowing your usersContentrelationships and“about-ness”Don’tguess!
  17. 17. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler17 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler17Relevance signals• Content• User & usage• Task & domain• Situation
  18. 18. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler18Content navigation as an exploratory processThe Design of Browsing and Berrypicking Techniques for the Online Search InterfaceMarcia Bates, 1989, http://pages.gseis.ucla.edu/faculty/bates/berrypicking.htmlUniverse of InterestUniverse of Knowledge
  19. 19. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler19Carry-forward relevance
  20. 20. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler20Carry-forward relevance
  21. 21. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler21Carry-forward relevance
  22. 22. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler22Building patterns from attributes
  23. 23. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler23Deeper user control (search)
  24. 24. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler24CONTENTSIGNALSLink relationshipsText patternsCategories / keywordsMetadataIs aboutHas timewindowPromptsactionRelated toDirectlyrelated toIndirectlyrelated toHas timewindowGovernsHasattributesRequiresIncorporatesCreatedbyManagedby
  25. 25. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler25 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler25Relevance signals• Content• User & usage• Task & domain• Situation
  26. 26. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler26Relevance is informed by the user and patterns of useI bring… Expectations• Nature of content / data• How things work External goals provided by mypersonal/work situation and role Education Experience Relationships with other peopleSupporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler26Hmm…I haven’t donethis before
  27. 27. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler27Real-timepreferencestatements“Get to knowme” preferencestatements
  28. 28. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler28Saving classification as a preferencesCommonfiltersPersonalfilters
  29. 29. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler29
  30. 30. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler30SITUATIONSIGNALSUSERSIGNALSUsage patternsExperienceInterests / profileHistoryCommunityCertifiesChangedfromManagesPracticesTrainedto doHas roleHasyearsRequiresControlsteamWorkswithAdoptsRemovedHas roleSpeaks/readsDid
  31. 31. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler31 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler31Relevance signals• Content• User & usage• Task & domain• Situation
  32. 32. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler32Relevance is perceived based on the user’s taskI … Complete a task Transact business Look for something specific Read generally Explore a subject See what’s new/newsworthy PlaySupporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler32I want to digdeeper into this…Surpriseme!Given this,I also need tolook at…This isn’t whatI’m looking for…I’m done…now what?
  33. 33. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler33Tasks produce path patterns1 2 3 4 5Yellow brick road(set path)AGDSN8Family Circus(wandering)1b1c1dSpelunking(deep dive)Windowshopping (look-leave-look)!Serendipitous(‘aha’ discovery)
  34. 34. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler34Reflecting task, user and content relevance
  35. 35. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler35Goal: embed in application
  36. 36. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler36User control in taskThe increase in OA-related musculoskeletal pain especially inthe growing elderly population has created heightened interestin effective treatments with better safety profiles. TheGlucosamine/chondroitin Arthritis Intervention Trial (GAIT) wasdesigned to examine the effects of the dietary supplementsglucosamine and chondroitin sulfate given alone or incombination as compared to celeecox or placebo on painassociated with osteoarthritis of the knee. The primarysymptomatic outcome assessment of the GAIT study was after24 weeks of randomized, double-blinded, placebo-controlledtherapy.[6] An ancillary structural study describing the effects ofthe agents on radiographic joint space width loss for up to twoyears has also recently been reported.[7] To date, very few datahave been reported for the long-term treatment of OA with anyagent including the supplements and celecoxib studied here.Patients in the structural study continued to have safety andclinical efficacy assessments at all scheduled visits. This paperdetails the clinical efficacy and safety experience with theseagents alone and in combination along with celecoxib ascompared to placebo in patients from this subset of GAIT over24 months of follow-up.chondroitin sulfatecelecoxibCapture knowledge of important termsradiographic joint spaceAdd note, actionSearch on this nowTag forTag for searchControl how terms are appliedSearch PhraseSearch Builder Assist:Operator ToolbarSpecial SymbolsEquations and Formulasarthritis +4and methotrexatearthritis – synonyms and instances Ankylosing spondylitis Gonococcal arthritis Gout Juvenile rheumatoid arthritis Psoriatic arthritis Reactive arthritis (Reiter syndrome) Rheumatoid arthritis (in adults) Scleroderma Systemic lupus erythematosus (SLE)+ Add another
  37. 37. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler37TASKSIGNALSOutcomes / goalsRules / requirementsCriticalitySequence / statusFrequency for userRequirescompliancePromptsexceptionHas timewindowMeetsstandardsAppliestoDefinesIn statusTimed by ControlsControlsactionDueSupportsMonitorsRequiresSets
  38. 38. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler38 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler38Relevance signals• Content• User & usage• Task & domain• Situation
  39. 39. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler39Situations – tech responds in different ways!!?!
  40. 40. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler40Relevance is informed by the user’s situationI am… In a place Focused on a time period With certain people Among devices Engaged in events Responding to expectations Bound by policies / rulesSupporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler40I needsomethingnow!I’mplanningfor…
  41. 41. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler41Situation awareness under user control?
  42. 42. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler42SITUATIONSIGNALSSITUATIONSIGNALSLocationCo-occurring eventsDate / timeConditionsDevices / connectivityRequirescomplianceConnected toHas securitycriteriaOccursonAlert byLocatedLocatedCapableofArrangedInvitesRequiresControlledby
  43. 43. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler43 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler43Summary
  44. 44. Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler44SITUATIONSIGNALSSITUATIONSIGNALSLocationCo-occurring eventsDate / timeConditionsDevices / connectivitySITUATIONSIGNALSUSERSIGNALSUsage patternsExperienceInterests / profileHistoryCommunityCONTENTSIGNALSLink relationshipsText patternsCategories / keywordsMetadataTASKSIGNALSOutcomes / goalsRules / requirementsCriticalitySequence / statusFrequency for user
  45. 45. www.designforcontext.comDuane Degler@ddeglerduane@designforcontext.comSupporting Relevance for Users —a Design ChallengeSEMTECH BIZ 20133rd June 2013, San Francisco
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