1. Intelligent Content Conference: Breaking Down Barriers
To p U s e r Ta s k s i n
’Static’ and ‘Mobile’
Contexts
C h r i s t i a a n W. L u s t i g
senior strategist, research & strategy director at Sabel Online
@ChristiaanWLstg
P h o t o b y A c i d P i x — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / a c i d p i x / 5 7 2 1 9 3 4 1 0 8 /

2. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie
P h o t o b y R o b S p o t s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / 9 3 3 8 8 1 5 7 @ N 0 7 / 9 0 0 0 5 6 3 4 4 6 /

3. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie

4. Intelligent Content Conference: Breaking Down Barriers
“There is no mobile web”
–Stephen Hay
@ChristiaanWLstg
P h o t o b y I n d i g o S k i e s P h o t o g r a p h y — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / i n d i g o s k i e s / 6 5 2 3 2 7 5 5 1 3 /

5. Intelligent Content Conference: Breaking Down Barriers
“There is no mobile context”
– S t e p h a n i e R i e g e r, J e f f E a t o n ,
Karen McGrane et al.
@ChristiaanWLstg

6. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie
P h o t oPb yoD a n b yu I— hitgp : / / w w e . r eP h s s t o g r a y. o ry .— w pt po n t e n w wp lfo i c k / 2c o 3 / 0 3 /h 6 9 6 3s2/_i3 5d i0g o 7 3 6 5 6 9 1 _5 2 0 6 27 5 6 0 73 / . j p g
h t o L i n d t o S k i w s c e o m o n k e p h g n z / h t - c : / / w t / u . l a d s r. 0 1 m / p 1 o t o
n 6 26 skies/6 13 32 19 51 _o

7. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg
P h o t o b y A n d r é M u t a n g s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m u t a n g a - p h o t o g r a p h i e / 8 0 5 3 2 2 9 0 4 8 /

8. Intelligent Content Conference: Breaking Down Barriers
60%
45%
30%
45%
55%
15%
0%
@ChristiaanWLstg
Dec 2012
Jan 2014
http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

9. Intelligent Content Conference: Breaking Down Barriers
80%
70%
60%
50%
40%
@ChristiaanWLstg
72%
60%
end 2012
Q3 13
h t t p : / / w w w . t e l e c o m p a p e r. c o m / r e s e a r c h / d u t c h - s m a r t p h o n e - u s e r - q 3 - 2 0 1 3 - - 9 7 3 9 6 8

10. Intelligent Content Conference: Breaking Down Barriers
“Americans deserve a government that works for them
anytime, anywhere, and on any device.”
–Barack Obama, 23 May 2012
@ChristiaanWLstg
P h o t o b y t h e U S A r m y — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s o l d i e r s m e d i a c e n t e r / 4 0 9 7 6 9 9 7 8 5 /

11. Intelligent Content Conference: Breaking Down Barriers
“The importance of comprehending context — circumstances
and conditions that surround a place, thing, or event —
within the mobile environment cannot be overstated.”
—Cameron Moll, 9 March 2007 (!)
@ChristiaanWLstg
P h o t o b y F a r o u q Ta j — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / f a r o u q t a j / 6 7 4 4 8 0 5 5 3 3 /

12. Intelligent Content Conference: Breaking Down Barriers
If there is such a thing
as a mobile context, how
do you know what it is?
@ChristiaanWLstg
P h o t o b y E l i o t P h i l l i p s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / h a c k a d a y / 6 8 4 2 0 2 3 3 1 8 /

13. Intelligent Content Conference: Breaking Down Barriers
Site stats are corrupted by how easy —
or how hard! — it is to find your content.
@ChristiaanWLstg
@ChristiaanWLstg
P h o t o b y U W W R e s N E T — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / u w w r e s n e t / 6 2 8 0 8 8 0 0 3 4 /

14. Intelligent Content Conference: Breaking Down Barriers
What if people actually
want a different book?
@ChristiaanWLstg
P h o t o b y R o o R e y n o l d s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / r o o r e y n o l d s / 2 8 9 9 4 8 6 6 3 1 /

15. Intelligent Content Conference: Breaking Down Barriers
Long Tail versus Long Neck
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie
P h o t o b y C o l i n t h e S c o t t — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / c o l i n t h e s c o t / 9 4 8 0 2 2 4 8 9 3 /

16. Intelligent Content Conference: Breaking Down Barriers
Facts,
not
opinion
@ChristiaanWLstg

17. Intelligent Content Conference: Breaking Down Barriers
4-6 top tasks
20% of points
40-60 bottom tasks = 20% points
@ChristiaanWLstg

18. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie

19. Intelligent Content Conference: Breaking Down Barriers
One of the four major
University Medical Centers
in the Netherlands
@ChristiaanWLstg
P h o t o b y Y v o P l u y m a k e r s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / y v o - p l u y m a k e r s / 3 7 4 3 9 9 1 1 8 4 /

20. Intelligent Content Conference: Breaking Down Barriers
On the go or on the couch?
@ChristiaanWLstg
P h o t o b y A n d r e a W r e n — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m i s s u s _ m o p / 2 4 2 2 9 2 5 6 2 /

21. Intelligent Content Conference: Breaking Down Barriers
In which situation do you most often visit the UMC
website?
a. F r o m h o m e
b. F r o m m y o f f i c e o r p r a c t i c e , o r f r o m m y w o r k
place in the hospital
c. O n m y w a y t o t h e h o s p i t a l
d. I n t h e h o s p i t a l f o r a n a p p o i n t m e n t , v i s i t o r
admission
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie

22. Intelligent Content Conference: Breaking Down Barriers
Home
Offce, practice
On my way
In the hospital
1.875
615
7
208
0
@ChristiaanWLstg
500
1000
1500
2000

23. Intelligent Content Conference: Breaking Down Barriers
To p t a s k s i n ‘ s t a t i c ’ c o n t e x t
#
TA S K
C. %
C . TA S K S
1
Treatment
4.6%
1.2%
2
Disease/condition
8.9%
2.3%
3
Contact details
13.2%
3.5%
4
My patient records
16.7%
4.7%
5
Appointments
19.9%
5.8%
6
Scientific research
22.9%
7.0%
7
Referrals procedure
25.9%
8.1%
@ChristiaanWLstg

24. Intelligent Content Conference: Breaking Down Barriers
To p t a s k s i n ‘ m o b i l e ’ c o n t e x t
#
TA S K
C. %
C . TA S K S
1
Appointments
4.1%
1.2%
2
Admission
8.3%
2.3%
3
Disease/condition
12.2%
3.5%
4
Waiting times
16.2%
4.7%
5
Treatments
19.7%
5.8%
6
Examination and diagnosis
23.0%
7.0%
7
Treatment teams
25.9%
8.1%
@ChristiaanWLstg

25. Intelligent Content Conference: Breaking Down Barriers
Difference between ‘static’ & ‘mobile’ contexts
#
‘ S TAT I C ’
‘MOBILE’
D I F F.
1
Treatment
Appointments
+4
2
Disease/condition
Admission
+28
3
Contact details
Disease/condition
-1
4
Viewing and updating my records
Waiting times
+15
5
Appointments
Treatment
-4
6
Scientific research
Examination and diagnosis
+4
7
Referrals procedure
Treatment teams
+15
@ChristiaanWLstg

26. Intelligent Content Conference: Breaking Down Barriers
One of the two largest regional
electricity network operators
in the Netherlands
@ChristiaanWLstg
P h o t o b y N e d e r l a n d i n f o t o ' s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d o r d r e c h t - h o l l a n d / 1 0 3 8 3 5 2 9 6 0 6 /

27. Intelligent Content Conference: Breaking Down Barriers
In which situation do you most often us the
intranet?
a. D u r i n g w o r k i n t h e o f f i c e o r f r o m h o m e
b. D u r i n g w o r k o u t s i d e t h e o f f i c e
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie

28. Intelligent Content Conference: Breaking Down Barriers
Office or home
Outside office
1.392
158
0
@ChristiaanWLstg
350
700
1.050
1.400

29. Intelligent Content Conference: Breaking Down Barriers
Do you need job-related information when you’re
traveling to or from work?
@ChristiaanWLstg
Hoofdtekst - niveau één
Hoofdtekst - niveau twee
Hoofdtekst - niveau drie

30. Intelligent Content Conference: Breaking Down Barriers
Yes
378
No
874
0
@ChristiaanWLstg
225
450
675
900

31. Intelligent Content Conference: Breaking Down Barriers
To p t a s k s i n ‘ s t a t i c ’ c o n t e x t
#
TA S K
C. %
C . TA S K S
1
Find a colleague
12.27%
1.08%
2
Write hours
21.10%
2.15%
3
Personal budget
28.52%
3.23%
4
Alliander-wide news
34.95%
4.30%
5
Leave
40.84%
5.38%
6
Share documents
45.90%
6.45%
7
Work instructions and manuals
49.56%
7.53%
@ChristiaanWLstg

32. Intelligent Content Conference: Breaking Down Barriers
To p t a s k s i n ‘ m o b i l e ’ c o n t e x t
#
TA S K
C. %
C . TA S K S
1
Personal budget
12.13%
1.08%
2
Write hours
19.46%
2.15%
3
Leave
26.61%
3.23%
4
Find a colleague
33.39%
4.30%
5
Remuneration and allowances
39.46%
5.38%
6
Logistics and materials catalog
44.02%
6.45%
7
Work instructions and manuals
47.75%
7.53%
@ChristiaanWLstg

33. Intelligent Content Conference: Breaking Down Barriers
Difference between ‘static’ & ‘mobile’ contexts
#
‘ S TAT I C ’
‘MOBILE’
D I F F.
1
Find a colleague
Personal budget
2
Write hours
Write hours
3
Personal budget
Leave
+2
4
Alliander-wide news
Find a colleague
-3
5
Leave
Remuneration and allowances
+6
6
Share documents
Logistics and materials catalog
+15
7
Work instructions and manuals
Work instructions and manuals
@ChristiaanWLstg
+2

34. Intelligent Content Conference: Breaking Down Barriers
“Such a small group won’t do, mister!”
@ChristiaanWLstg
P h o t o b y P n P ! — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / p n p / 5 5 8 8 3 1 5 2 7 8 /

35. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg

36. Intelligent Content Conference: Breaking Down Barriers
@ChristiaanWLstg

37. Intelligent Content Conference: Breaking Down Barriers
How do I
deal with
all this?
@ChristiaanWLstg
P h o t o b y R e u b e n S t a n t o n — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / a b s e n t / 2 1 5 7 0 5 7 4 7 5 /

38. Intelligent Content Conference: Breaking Down Barriers
‘How will you actually know which context
someone is in when they access your site?”
– S a r a Wa c h t e r- B o e t t c h e r
@ChristiaanWLstg
P h o t o b y N a t h a n M e i j e r — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / n p m e i j e r / 8 2 7 2 0 8 7 4 6 2 /

39. Intelligent Content Conference: Breaking Down Barriers
Device ≠ context
@ChristiaanWLstg
P h o t o b y C h r i s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / c h r i s i n p l y m o u t h / 7 2 7 8 1 1 0 9 0 8 /

40. Intelligent Content Conference: Breaking Down Barriers
Task + location + network
+ device ≈ context
@ChristiaanWLstg
@ChristiaanWLstg
P h o t o b y H a a g s U i t b u r o — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / h a a g s u i t b u r o / 7 5 2 6 2 9 0 2 8 6 /

41. Intelligent Content Conference: Breaking Down Barriers
1. W h a t d o e s m y c o n d i t i o n i n v o l v e ?
2. W h i c h t r e a t m e n t i s u s u a l l y p r e s c r i b e d ?
3. H o w d o I f i n d a s p e c i a l i s t d o c t o r ?
@ChristiaanWLstg
P h o t o b y J a c k A m i c k — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s p y k e r 3 2 9 2 / 6 3 4 5 9 5 3 3 6 1 /

42. Intelligent Content Conference: Breaking Down Barriers
1. W h e r e d o I n e e d t o r e p o r t ?
2. W h a t m i g h t I e x p e c t d u r i n g a d m i s s i o n ?
3. A r e t h e r e a n y d e l a y s w i t h m y a p p o i n t m e n t ?
@ChristiaanWLstg
P h o t o b y J ü r g S t u k e r — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / j s t u k e r / 9 2 3 4 6 0 3 5 0 8 /

43. Intelligent Content Conference: Breaking Down Barriers
User
profile
@ChristiaanWLstg
P h o t o b y D a n i e l G i e s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d a n i e l _ g i e s / 5 4 2 7 3 8 6 3 7 6 /

44. Intelligent Content Conference: Breaking Down Barriers
1. W h o h a s t h e e x p e r t i s e t o h e l p m e o n a p r o j e c t ?
2. W h a t ’s t h e l a t e s t c o m p a n y n e w s ?
3. W h i c h d o c u m e n t s d i d m y c o l l e a g u e s s h a r e t o d a y ?
@ChristiaanWLstg
P h o t o b y K a i C h a n V o n g — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / k a i c h a n v o n g / 3 3 3 0 2 8 1 1 3 6 /

45. Intelligent Content Conference: Breaking Down Barriers
1. H o w d o I f i x t h i s i s s u e ?
2. A r e t h e s e m a t e r i a l s i n s t o c k ?
3. W h e n i s m y n e x t p a y d u e ?
@ChristiaanWLstg
P h o t o b y M o n u m e n t 0 7 6 — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m o n u m e n t 0 7 6 / 1 1 4 4 4 6 8 1 3 3 4 /

46. Intelligent Content Conference: Breaking Down Barriers
Content
choreography
@ChristiaanWLstg
P h o t o b y M r T. i n D C — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m r _ t _ i n _ d c / 4 5 4 1 6 9 4 7 1 3 /

47. Intelligent Content Conference: Breaking Down Barriers
“One well-structured flexible reusable set of
content that can be published to many places.”
–Karen McGrane
@ChristiaanWLstg
P h o t o b y W e b d a g e n e — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / w e b d a g e n e / 6 1 4 9 9 5 2 5 7 6 /

48. Intelligent Content Conference: Breaking Down Barriers
“You need human judgment
to decide what actually matters.”
–Karen McGrane
@ChristiaanWLstg

49. Intelligent Content Conference: Breaking Down Barriers
When there’s enough reason to do so,
have different content altogether.
@ChristiaanWLstg
P h o t o b y s a s a . m u t i c — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s a s 5 / 5 4 1 8 8 8 6 9 3 9 /

50. Intelligent Content Conference: Breaking Down Barriers
M o n i t o r, t e s t ,
and optimise…
@ChristiaanWLstg
P h o t o b y P i r e l l i — h t t p : / / w w w. f 1 f a n a t i c . c o . u k / 2 0 1 4 / 0 1 / 3 0 / j e r e z - t e s t - d a y - t h r e e - p i c t u r e s / i m g _ 4 2 3 9 /

51. Intelligent Content Conference: Breaking Down Barriers
… rinse, and repeat…
@ChristiaanWLstg
P h o t o b y D a v i d Ya m a s a k i — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d y a m a s a k i / 2 8 3 8 1 6 3 7 3 9 /

52. Intelligent Content Conference: Breaking Down Barriers
This is a small audience
@ChristiaanWLstg
P h o t o b y M i c h a e l L e u n g — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / f l y w o r l d / 3 5 8 3 5 1 5 1 6 1 /

53. Intelligent Content Conference: Breaking Down Barriers
Cater for
your largest
audience first
@ChristiaanWLstg
P h o t o b y S e b a s t i á n D a r i o — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s e b a s t i a n - s i l v a / 2 6 2 6 5 8 0 4 8 6 /

54. Intelligent Content Conference: Breaking Down Barriers
ChristiaanLustig.nl
Christiaan@SabelOnline.nl
@ChristiaanWLstg
P h o t o b y M a r c o B e l l u c c i — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m a r c o b e l l u c c i / 3 5 3 4 5 1 6 4 5 8 /