Mobility, Context, Interactions and Data

About C. Enrique Ortiz • Long time mobile technologist, strategist, implementer, blogger • Founder of Artemis Wireless Werks, eZee inc., MobileMonday Austin, other… • Implementer of current mobile technologies who spends quite a bit of time thinking about mobile futures Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Goal of this Presentation To make you Think… About interactions, the mobile context and data when designing your next mobile application & user experience Because designing the User Experience goes beyond UI Elements. And designers must embrace “People Data” as a function of Human-Computer Interfaces. Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Why Context, Interactions & Data? Individualize the experience (made for or directed or adjusted to a particular individual) People-Centric (Mobile) Computing It is about designing software that is Practical, Relevant and Interesting! (to a particular target individual) Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Why Context, Interactions & Data? • Practical is about maximizing usability – i.e. quick access to information with less clicks • Relevant is about the information that matters – i.e. tell me about deals in my current area • Interesting is fun, and keeps users coming back t your application – i.e. “what a neat app” Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Why Today? Advanced features Most personal and capabilities gadget ever! Faster networks, flat-rates, fewer walled gardens, better interoperability… Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

How to Enable? • Make it easy for users to Reach and Interact – Support many interactions • Capture the Interactions and related Data – the activities, the digital footprints • Understand the Interactions – Give the interactions meaning by applying the user’s (mobile) context • Classify, Analyze, Understand the Data; and adjust Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Interactions • Initiate application interactions – Interact with physical objects, search, indentify • The Interactions to support will all depend – On your target audience – Your application requirements, and existing technology adoption gaps • Interaction support can be costly Text “sub” 1-800-723-8421 to 32342 Voice Call Short Codes NFC / RFID 2D Barcodes Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Interactions & Information Ubiquity • Information Ubiquity is information everywhere • Addressable (and thus identifiable) information, and/or workflows for that matter • Physical interactions, application triggers and physical browsing. A number to call, a URL, a short-code, barcodes, radio tags – On books, magazines, posters, soda cans, billboards – For advertisement, for authentication, for control, for quick action, access to information • Some interactions are more manual than others, some are one way, others two-way • The Mobile Handset is at the center of this ubiquity phenomena Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Supporting Interactions Interaction Availability Ease of Use Cost Voice High Easy Med-High Depends on handset & Texting High High demographic Depends on handset & Mobile Web High Low-Med demographic Depending on NFC Easy Low-Med Region Visual Tag Depending on Easy Low-Med (barcodes) Region * Some interactions are user-initiated (pull-push) only, while others can be push as well Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Interactions – Actions vs. Intentions • An interaction can express Intent or Action (i.e. fully realized transaction) – Think about intent vs. action as weights applied to the meaning of an Interaction – Action has more weight than Intent • Yet both are extremely valuable and provide both explicit and hidden information • Capture both; classify appropriately Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Mobile Context • “The user’s mobile context can be defined as the set of and the intersection between facts, events, circumstances, and information that surrounds the (mobile) user at a given point in time.” • Enhances and augments the meaning of each interaction, by providing additional information about a given interaction Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Mobile Context – Augmenting the meaning of Interactions • Interactions are more Informative • Timely • Accurate information (accuracy) • Useful information (relevant) • Connected (to friends and family, and other) • Dynamic (always changing) • Adaptive (to current circumstances) • Transformational (promotes behavioral changes) Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Data Analytics • Interactions typically result on a Query • Real-time analysis of interaction + context + digital footprints + relationships to business data yields relevant information – Key to this is business data classification – And the correlation algorithms such as time-based, history, usage, probability-based recommendation, business-rules, other • Non real-time trend analysis of same data yields hidden information over time for an individual or groups Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Data Analytics • Interaction analysis can provide useful information: – Popular handsets; optimize application for particular handset? – Important regions; translate application to new languages? – Popular application features; features to enhance – Popular business data Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Privacy, Users and Identity • The young demographics seem not to care as much for privacy (as long as something of value is provided • What about those who care? – Provide identity abstractions that allows for interaction and analysis without identifying individuals Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Effects on the UI • The end result is a more practical UI, one that requires less navigation and yields the right information, faster • The UI can be designed to take advantage of the different Interaction-types, and even make such Interactions simpler to use • The UI can take advantage of user context to improve or filter searches, and similar Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

People-Centric Mobile Computing How all of this fits in? 1) Macro, 2) Contextual and 3) Micro Views. Behavioral economics or computing is about understanding human and social factors to better understand (economic) decisions and better influence the user. Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Use Cases • Retailers maximize promotions by delivering promotions that matter to the user • A user searches for a particular kind of store. The query returns past stores of interest and recommends new ones, all at walking distance • User learns about or identifies a product or retrieves a promotion by waving the handset (or taking a picture of barcode) by object, poster or magazine Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

In Conclusion Because designing the User Experience goes beyond UI Elements, designers must embrace “People Data” and “Behavioral Computing” i.e. People-Centric Mobile Computing, as a function of Human- Computer Interface design. Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Of Interest • People-Centric Mobile Computing (Enrique’s weblog) • Physical World Interactions (Enrique’s weblog) • Data-mining our identity, digital footprint, and social con (Communities Dominate Brands) • Backtracking on our digital footprints (Communities Dominate Brands) • Social Advertising Intelligence (Xtract) Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Contact C. Enrique Ortiz • Emails: – Enrique@artemiswerks.com, – Enrique.Ortiz@gmail.com • Twitter: eortiz • Website: http://CEnriqueOrtiz.com • Weblog: http://CEnriqueOrtiz.com/weblog Copyright © C. Enrique Ortiz 2008 http://CEnriqueOrtiz.com

Mobility, Context, Interactions and Data

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