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Forget channels: Context is King (IA Summit)
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Forget channels: Context is King (IA Summit)

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Channels are exploding and we can't keep up. Instead of approaching each new channel by trying to figure out all its constraints or oversimplifying the user behavior, ignore the channel. Plan for …

Channels are exploding and we can't keep up. Instead of approaching each new channel by trying to figure out all its constraints or oversimplifying the user behavior, ignore the channel. Plan for context and channel will follow.

A talk our VP User Experience Emily Wengert gave at the IA Summit 2012 in New Orleans.

Published in: Design, Business, Technology

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  • This is beautiful. Was this successful in terms of creating progress? Can't believe this was written 3 years ago, and for some reason, the issue still remains: agencies, specialists and business units are structured around "channels". Thanks for this, Huge!
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  • 1. March 24, 2012IA Summit – Context is King#ContextIsKing @wallowmuddy
  • 2. London BrooklynLos Angeles Rio
  • 3. I’m usually here! London BrooklynLos Angeles Rio
  • 4. Or here! London BrooklynLos Angeles Rio
  • 5. Let’s start with some history…#ContextIsKing @wallowmuddy
  • 6. 2002 2012 Digital channels then: Digital channels now: websites websites intranets intranets mobile phones tablets digital TV in cars in stores in everything…#ContextIsKing @wallowmuddy
  • 7. Channel-centric design grows up:#ContextIsKing @wallowmuddy
  • 8. Channel-centric design grows up:#ContextIsKing @wallowmuddy
  • 9. Channel-centric design grows up:#ContextIsKing @wallowmuddy
  • 10. 3 myths,2 channels.#ContextIsKing @wallowmuddy
  • 11. Myth #1: Mobile is just used whenpeople are on-the-go.#ContextIsKing @wallowmuddy
  • 12. Myth #1: Mobile is just used whenpeople are on-the-go.Mobile is the lazy man’s computer.#ContextIsKing @wallowmuddy
  • 13. 89% use mobile while at home.Source: Yahoo Mobile Shopping Framework Study, 2011#ContextIsKing @wallowmuddy
  • 14. Myth #2: People want less on theirmobile phone than on desktops.#ContextIsKing @wallowmuddy
  • 15. Myth #2: People want less on theirmobile phone than on desktops.Priorities should change – not features.#ContextIsKing @wallowmuddy
  • 16. Myth #3: Tablets are just an oversizedmobile device or a simpler PC.#ContextIsKing @wallowmuddy
  • 17. Myth #3: Tablets are just an oversizedmobile device or a simpler PC.Tablets are a content consumptionjuggernaut with varied uses.#ContextIsKing @wallowmuddy
  • 18. 90 80 70 60 50 40 30 20 PC 10 Tablet 0Source: AlphaWiseTM, Morgan Stanley Research Tablet Demand & Disruption, Feb 14, 2011#ContextIsKing @wallowmuddy
  • 19. Channel-centric design grows up:#ContextIsKing @wallowmuddy
  • 20. Channel-centric design grows up:#ContextIsKing @wallowmuddy
  • 21. Context exercise: cream and sugar#ContextIsKing @wallowmuddy
  • 22. Stop being a channel expert.#ContextIsKing @wallowmuddy
  • 23. Start being a context expert.#ContextIsKing @wallowmuddy
  • 24. 3 contextsPlace.Mindset.Social.#ContextIsKing @wallowmuddy
  • 25. 3 contextsPlace.Mindset.Social.#ContextIsKing @wallowmuddy
  • 26. #ContextIsKing @wallowmuddy
  • 27. #ContextIsKing @wallowmuddy
  • 28. #ContextIsKing @wallowmuddy
  • 29. Place considerations:•  Where is the user?•  What goals do they have there?•  Why are they accessing digital in that place?•  What other channels are around them?#ContextIsKing @wallowmuddy
  • 30. Case study: store planning vs. visitStore planning needs Store visit needs•  Making a list •  Checking off list•  Finding store location •  Wayfinding•  Researching a category / •  Quick decision making specific product (based on price, ratings)•  Getting inspired •  Price lookup•  Inventory check •  Additional sizes / colors#ContextIsKing @wallowmuddy
  • 31. 3 contextsPlace.Mindset.Social.#ContextIsKing @wallowmuddy
  • 32. “I want to set and walk away.”#ContextIsKing @wallowmuddy
  • 33. BB&B` wedding registry “I want to show off.”#ContextIsKing @wallowmuddy
  • 34. “I want to be endlessly entertained.”#ContextIsKing @wallowmuddy
  • 35. “I don’t want to kill my kid.”#ContextIsKing @wallowmuddy
  • 36. Mindset considerations:•  What state of mind will my user most likely be in?•  How might that affect their success in what I’m designing?•  What state do I want them in as they use this and how can my designs help them reach that state?#ContextIsKing @wallowmuddy
  • 37. 3 contextsPlace.Mindset.Social.#ContextIsKing @wallowmuddy
  • 38. “I don’t want to be judged.”#ContextIsKing @wallowmuddy
  • 39. “People might see my size or…”#ContextIsKing @wallowmuddy
  • 40. “I’ve got my kid with me.” (Photo credit: U.S. Army Corps of Engineers photo by Carol E. Davis)#ContextIsKing @wallowmuddy
  • 41. “I’m in a social place.”#ContextIsKing @wallowmuddy
  • 42. “I’m in a social place.”#ContextIsKing @wallowmuddy
  • 43. Social considerations:EMOTIONAL•  Could there be any peer pressure (good / bad) in the mix?PROXIMITY•  How public is your user? How public would someone want to make what they’re doing?•  Is your user alone? With others? With kids?PLATFORM•  Are there any expectations social will be present?#ContextIsKing @wallowmuddy
  • 44. Wrap up.#ContextIsKing @wallowmuddy
  • 45. Get past the constraints of channels. Think about the user!Avoid pithy (incorrect) channel ideas. 1.  Mobile is more than on the go. 2.  Mobile should offer just as much as desktop. 3.  Tablets created their own behavior.Start being a context expert. Place. Mindset. Social. And more…#ContextIsKing @wallowmuddy
  • 46. #ContextIsKing @wallowmuddy
  • 47. Questions…#ContextIsKing @wallowmuddy

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