Conquering The Context Conundrum

CONQUERING THE CONTEXTCONUNDRUMCONFAB 2012 - MAY 16, 2012 | DANIEL EIZANS | @DANIELEIZANS Image Credit: BBP/EPFL

WHY CONTEXT?@danieleizans | #confab12 2

ATTENTION VS. COMPREHENSION@danieleizans | #confab12 3

HUMANS = MACHINES Photo: Dave DeHetre - http://www.flickr.com/photos/davedehetre/4274986217/@danieleizans | #confab12 4

MACHINES HAVE WIRES@danieleizans | #confab12 5

HUMANS HAVE BRAINS@danieleizans | #confab12 6

AND BRAINS ARE TRICKY@danieleizans | #confab12 7

PEOPLE THINK DIFFERENTLY@danieleizans | #confab12 8

CONTEXT SHIFTS BY DEVICE@danieleizans | #confab12 9

WE’RE CONSTANTLY WIRING@danieleizans | #confab12 10

@danieleizans | #confab12 11 Photo by: Mamasuco: http://www.ﬂickr.com/photos/millets100fs/

LIFE HAPPENS ...@danieleizans | #confab12 12

CONTEXTS CHANGE@danieleizans | #confab12 13

THINGS TO PONDER@danieleizans | #confab12 14

THINGS TO PONDER - Machines - Brains - Cognitive Overload - Life@danieleizans | #confab12 14

THINGS TO PONDER@danieleizans | #confab12 14

BREAKING CONTEXT DOWN@danieleizans | #confab12 15

ELEMENTS OF CONTEXT@danieleizans | #confab12 16

ELEMENTS OF CONTEXT BEHAVIOR@danieleizans | #confab12 16

ELEMENTS OF CONTEXT BEHAVIOR SITUATION@danieleizans | #confab12 16

ELEMENTS OF CONTEXT BEHAVIOR SITUATION ENVIRONMENT@danieleizans | #confab12 16

PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needspreferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS@danieleizans | #confab12 17

PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT@danieleizans | #confab12 18

SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY@danieleizans | #confab12 19

AMBIENT FACTORS@danieleizans | #confab12 20

EVOLUTION OF USER CONTEXT@danieleizans | #confab12 21

ANALYZING AND MODELING FOR CONTEXT@danieleizans | #confab12 22

BE AN ETHNOGRAPHER@danieleizans | #confab12 23

CONTEXTUAL INQUIRY Interview Contextual Inquiry Observation (Influenced by (Influenced by (Influenced by end Designer/Strategist) designer and user) user)@danieleizans | #confab12 24

PRINCIPLES 1. Users must be interviewed in the context the content or system would be used. 2. Users are partners in the design/ strategy process 3. Strategists must interpret behavior, environment and user provided data to inform system design and strategy 4. Interviews must be focused without need for questionnaires@danieleizans | #confab12 25

INQUIRY LEADS TO EMPATHY@danieleizans | #confab12 26

@danieleizans | #confab12 27

MENTAL MODELING Represent the “thought- and action- process used to achieve a set of goals in a narrowly deﬁned scope.” - Indi Young@danieleizans | #confab12 28

BUILD A HYPOTHESIS 29

CONTENT PLANNING@danieleizans | #confab12 31

ALTERNATE METHODS 1. Task Analysis 2. Participatory Design 3. Usability Testing 4. Focus Groups@danieleizans | #confab12 33

APPLYING THE DATA@danieleizans | #confab12 34

CONTEXT = ENGAGEMENT@danieleizans | #confab12 35

CONTEXT MODELS SELF DIRECTED SITUATIONAL PREFERENTIAL@danieleizans | #confab12 36

SELF-DIRECTED CONTEXTPlans for content based on auser initiated segmentationstrategy - Product Segment - Persona - Brand/Service Experience - Content Pathing/DecisionTreesExamples:Dell/Volkswagen UK/Verizon@danieleizans | #confab2012 37

WHEN TO DEPLOY- Clear segments for contentexist (e.g. Shop, Own, Support)- High levels of user control andfreedom are necessary (e.g.research intensive, support)- Content exists across multipleplatforms requiring integration@danieleizans | #confab2012 41

SITUATIONAL CONTEXTPlans for content based onperceived or actual situations- Physical Location- Time of Day- Ambient Data- Situational Specialty- Life Stage / EventExamples:Audi Roadside App| Clorox@danieleizans | #confab2012 42

WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators inﬂuence decisions - Complex or stressful tasks require content to provide clarity@danieleizans | #confab2012 46

PREFERENTIAL CONTEXTPlans for content based on userpreferences that have been:- Self reported- Assumed- Mined from social graphs- Driven by ambient data- Driven by product insights@danieleizans | #confab2012 47

WHEN TO DEPLOY- Publishers have access andpermissions to user data- A recommendation engineor algorithm exist- A CMS is powering content- Products/Services have aheavy social component- In combination with Self-Directed Context@danieleizans | #confab2012 51

SUCCESS AND OPTIMIZATION@danieleizans | #confab12 52

SUCCESS =@danieleizans | #confab12 53

ALIGN BUSINESS@danieleizans | #confab12 54

BE CONTEXT@danieleizans | #confab12 55

NOT OUR USERS http://www.ﬂickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann @danieleizans | #confab12 56

HUG AN IA@danieleizans | #confab12 57

BEWARE OF@danieleizans | #confab12 58 Photo by: Mamasuco: http://www.ﬂickr.com/photos/millets100fs/6275720409/

CUTE BABY@danieleizans | #confab12 59

THANKS.Web: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com@danieleizans | #confab2012 60

Photo Sources:(Slide 7) Sleeping Woman - photographer: Subtle Mistakes(Slide 8) Man Thinking - photographer: Panther1619(Slide 8) Woman Thinking - photographer: Vishiro(Slide 9) Pair of cell phone users - photographer: ebjSP(Slide 9) Man on Laptop - photographer: Ed Yourdon(Slide 9) Man on iPad - Apple PR(Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from originalconcept created by Andrew HintonNote: All Photos Used were used with permission via a Creative Commons License or with expressed written permission ofowner. @danieleizans | #confab12 61

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Conquering The Context Conundrum

by Daniel Eizans

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