The Future of Identification
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The Future of Identification

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Keynote originally given at Web and PHP Conference 2013 http://webandphp.com/conference/TheFutureofIdentification%3APersonalizationThroughInteraction ...

Keynote originally given at Web and PHP Conference 2013 http://webandphp.com/conference/TheFutureofIdentification%3APersonalizationThroughInteraction

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 Stopped.at (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 The Future of Identification Presentation Transcript

  • The Future of Identification Personalization Through Interaction Jonathan LeBlanc Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc
  • The Age of Online Identity
  • You can determine the personality profile of a person based on what they interact with
  • Psychology Meets Technology
  • What they know What they know they don’t know What they don’t know even exists
  • Everything you know Learning something new
  • Building the Personality Profile
  • 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
  • Start with Base Linguistics
  • Weighting Keywords Page Data
  • Weighting Important Data
  • Expanding to Phrases
  • Working with Hidden Users
  • Time Interactions and Identity
  • Applying Emotional Design
  • Color Theory & the Base Level Primary color Principal Emotion Filler Color Neutral Glue Accent colors Secondary Response
  • Some Color Theory may be BS…
  • 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.
  • 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
  • Putting Data + Emotions Together
  • Understanding the Path What is the path the user takes? The Path the User Takes
  • What the User Cares About Measuring time on page to give insight into user topic interest Topic Interest from Time on Page
  • Managing Irrelevant Content Remove / hide content based on user profile and state
  • Traits of the Bored Distraction Repetition Tiredness Reasons for Boredom Lack of interest Readiness Acting on Disinterest / Boredom
  • Highlighting on Agitated Behavior Highlight relevant content to reduce agitated behavior
  • Expanding Identity via Commonality
  • Thank You! http://slideshare.net/jcleblanc Jonathan LeBlanc (@jcleblanc) Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc