The Future of Identification


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Keynote originally given at Web and PHP Conference 2013

People are no longer satisfied with flat, single output websites that do nothing to personalize themselves to the needs and differences of each viewer. With the wealth of data and interaction mining techniques being employed in everything from online sites to brick and mortar stores, we are truly seeing a major industry shift towards automatic personalization.

The future of user identification and personalization will not be in the act of logging in, it will be in mining the interaction of users with those sites, creating personality graphs and tracking the emotional state of each person based on their actions. Through these techniques you can deliver customized content, recommendations, and a fully personalized user experience that changes right along with each person.

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  • We are in an age of intense personalization, and she is definitely growing up in a much different world than I ever did
  • Tell story of Target (physical locations) and (digital locations)
  • Our subject material is web based data
  • Start with base linguisticsExtend with available extras
  • Adding in time interaction to identifying usersCalendar time + interaction rates with content
  • Animals without the intellectual capacity to frig up a study with their issues, respond to different colorsCultural differences can actually make a difference
  • red
  • Understanding the pathWhat is the path the user takes
  • What the user cares aboutMeasuring time on page to give insight into user topic interest
  • The Future of Identification

    1. 1. The Future of Identification Personalization Through Interaction Jonathan LeBlanc Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc
    2. 2. The Age of Online Identity
    3. 3. You can determine the personality profile of a person based on what they interact with
    4. 4. Psychology Meets Technology
    5. 5. What they know What they know they don’t know What they don’t know even exists
    6. 6. Everything you know Learning something new
    7. 7. Building the Personality Profile
    8. 8. Our Subject Material HTML content is unstructured There are some pretty bad web practices on the interwebz You can’t trust that anything semantically valid will be present
    9. 9. Start with Base Linguistics
    10. 10. Weighting Keywords Page Data
    11. 11. Weighting Important Data
    12. 12. Expanding to Phrases
    13. 13. Working with Hidden Users
    14. 14. Time Interactions and Identity
    15. 15. Applying Emotional Design
    16. 16. Color Theory & the Base Level Primary color Principal Emotion Filler Color Neutral Glue Accent colors Secondary Response
    17. 17. Some Color Theory may be BS…
    18. 18. Much is Based in Science Birds with brightly colored leg bands higher on the mating ranks. Red clothing in competition sports lead to higher win rate.
    19. 19. Culture Makes a Difference Australian Aboriginals: Land, earth Celtic: Death, afterlife China: Good luck, celebration Cherokees: Success, triumph Hebrew: Sacrifice, sin India: Purity South Africa: Color of mourning Eastern: Happiness and prosperity Western: Excitement, danger, love, passion
    20. 20. Putting Data + Emotions Together
    21. 21. Understanding the Path What is the path the user takes? The Path the User Takes
    22. 22. What the User Cares About Measuring time on page to give insight into user topic interest Topic Interest from Time on Page
    23. 23. Managing Irrelevant Content Remove / hide content based on user profile and state
    24. 24. Traits of the Bored Distraction Repetition Tiredness Reasons for Boredom Lack of interest Readiness Acting on Disinterest / Boredom
    25. 25. Highlighting on Agitated Behavior Highlight relevant content to reduce agitated behavior
    26. 26. Expanding Identity via Commonality
    27. 27. Thank You! Jonathan LeBlanc (@jcleblanc) Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc