The biological imperative
for intelligent content
1
@nozurbina
urbinaconsulting.com/about-you
img: bit.ly/brainneb
@nozurbina
Me (Noz Urbina)
Content strategist & modeller
Consultant/trainer
Author
Futurist
H2H (Human-Human/B2B/B2C)
urbi...
The problem
3
We have been side-swiped by change too many times.
Web shocked us after print, and mobile after desktop
The problem
4
And we’re still not ready for wearable & augmented
@nozurbina
Empathy
5
Go from
reactive to
proactive
We need return to fundamentals. To truly, deeply understand
each other,...
@nozurbina
Sources and reviewers
@nozurbina - 6
MIT & Stanford
Lectures
Slides, models & drafts reviewed by Clinical Psych...
To influence behaviour…
…we must understand
behaviour
Behaviour starts and
ends in the mind
http://bit.ly/brainneb
We need to (constantly) redefine
@nozurbina - 8
http://bit.ly/1cqjUbv
To invent physics, Newton had to redefine various wo...
We need to (constantly) redefine
@nozurbina - 9
http://bit.ly/1cqjUbv
Digital technology is putting the same pressure on c...
We need to (constantly) redefine
@nozurbina - 10
http://bit.ly/1cqjUbv
We must build the new conceptual vocabulary require...
Communication
and the mind
http://bit.ly/brainneb
The topic
http://bit.ly/brainneb
The topic
Increasing complexity is pushing together communication specialists
of various discipline...
http://bit.ly/brainneb
The topic
We need to think of language at the level of “systems”, not words or
pages. Intelligent c...
http://bit.ly/brainneb
The thesis
Intelligent Content
supports our biological,
mental processes better
than traditional content
http://bit.ly/brainneb
The t...
So let’s look at these
processes…
http://bit.ly/brainneb
The thesis
WE ARE SENSE MAKING
MACHINES
We’ll make it up if we have to
17
@nozurbina
BABY
18
We’re born on a biological mission to start to fill our
minds with information about the world around us
Semantic models
19
http://www.flickr.com/photos/denverjeffrey/
Semantic models are semi-conscious
mental storage units.
We...
Do you want to make me cry?
20
Prevent me from building my semantic models.
“Mommy, I need data!”
Do you want to make me cry?
21
A toddler needs input to their models in the same
way they need food or sleep
QUALITY CHECK
How good are our models?
22
@nozurbina
A & B are the same colour
23
Wikimedia commons
@nozurbina
But they aren’t
24
Wikimedia commons
@nozurbina
But they are!
25
Wikimedia commons
@nozurbina
Yet they aren’t
26
Wikimedia commons
@nozurbina
But they are
27
Wikimedia commons
@nozurbina
Yet they aren’t
28
Wikimedia commons
@nozurbina
Yet they aren’t
29
Wikimedia commons
Our models and processing
clearly aren’t perfect
Thinking Systems 2 and 1
30
Brain economics and the
cost/benefit of cognition
@nozurbina
Thinking System 2
• Plays poker and chess (unless
you’re a master, and can use System 1)
• Contains our conscio...
@nozurbina
Thinking System 1
• “The zone”, “the gut”, “the heart”,
“lateral thinking” and inspiration
• Drives, plays viol...
FEEL THE DIFFERENCE
Answer these questions
(out loud or in your head)
33
FEEL THE DIFFERENCE
What’s your first name?
34
FEEL THE DIFFERENCE
What month were you born?
35
FEEL THE DIFFERENCE
How do you spell the month after
that month – backwards?
36
FEEL THE DIFFERENCE
Feel the effort spike? If the month had a
long name, you might even have had to
look away from the scr...
FEEL THE DIFFERENCE
That’s the difference between data
System 1 just returns vs data System 2
needs to work for.
38
39
System 1 can:
Read and understand large-
print and/or familiar words
Complete the phrase “bread
and…”
Drive a car on an...
@nozurbina
System 1 says these are the same.
System 2 can realise they really aren’t.
@nozurbina
System 1 uses compression to take the
fundamentals from the right and match it
to the model on the left.
@nozurbina
http://wtface.com/
WTFace.com
Compression creates errors. We see what
is not really there (Look up pareidolia a...
BUT THERE’S MORE
System 1 doesn’t just make
compression errors visually…
43
COMPRESSION ERROR
ILLUSIONS
Experience vs. Memory
44
@nozurbina
Who suffered more?
45
Time in minutes
Pain
0 10 20
2
4
6
8
10
Patient A
Time in minutes
Pain
0 10 20
2
4
6
8
10...
@nozurbina
Who suffered more?
46
Time in minutes
Pain
0 10 20
2
4
6
8
10
Patient A
Time in minutes
Pain
0 10 20
2
4
6
8
10...
Memory trumps experience
…what we get to keep from
our experiences is a story.
What defines a story are
changes, significa...
I wanted to give a Delta Air Crew positive feedback on an
experience, and I was faced with this. It doesn’t work on a phon...
I just gave up
So not only did the air crew team not get their praise, my
memory of the whole experience went from positive to
negative b...
Now I tell the story as “my disappointing Delta experience”
instead of my “amazing, brand-identity-altering Delta
experien...
For each user/brand interaction: If you do a hand-off to
another silo, team, page or process that ruins the end of the
use...
THE EXPERIENCE TO
IDENTITY PYRAMID
The semantic ladder for anything with interactivity
53
54
I.D.
(identity)
Model
Category
Pattern
Memory (story)
Experience
Easieraccess
Compression
Rewards
Inertia
55
I.D.
(identity)
Model
Category
Pattern
Memory (story)
Experience
Easieraccess
Compression
Rewards
Inertia
As we experie...
56
I.D.
(identity)
Model
Category
Pattern
Memory (story)
Experience
Easieraccess
Compression
Rewards
Inertia
The details o...
Our brains reward the
creation of new models
and IDs
But it’s always
“cheaper” to relate new
ones to old ones
http://bit.l...
This is why “first
impressions” are so
impactful. With no
history, experiences
apply quickly to
identity.
Subsequent
exper...
59
http://en.wikipedia.org/wiki/File:Dopamineseratonin.png
Dopamine is the brain’s “reward” chemical.
If activated, it wil...
60
http://en.wikipedia.org/wiki/File:Dopamineseratonin.png
Memories created in the presence of dopamine are recalled
and p...
61
http://en.wikipedia.org/wiki/File:Dopamineseratonin.png
These memories will have a stronger impact on related
models, w...
@nozurbina
62
Today’s web uses these same constructs. E.g. Hashtag
searches on G+ pull associated concepts, just like in t...
HOW WILL YOUR BRAND
STAND UP TO
COMPRESSION?
63
@nozurbina
64
http://3rdbillion.net/2014/01/apple-logo-2/
Get it right, and your brand will enjoy powerful positive
inerti...
INTELLIGENT CONTENT
Intelligent content enables agility from experience to identity
65
@nozurbina
66
Intelligent Content The Mind
Free from format, i.e., takes
messages and meaning across
devices, styles.
Comp...
Your creators
and customers
will internalise
your models
Your creators
and customers
will internalise
your models
@nozurbina
Simplified model…
69
of complex reality
Intelligent content uses
semantic, structural
models of content and
tags it for associative
use in various contexts
(e.g. ...
Computer’s can
validate models.
Content creators and
end users will
internalise them.
(allowing System 1 to move
through t...
@nozurbina
Intelligent content
supports tailored delivery
Manage Serve &
Transform
Create
components
ProfileA
ProfileB
Pro...
SO NOW WHAT?
Your System 1 does everything it can to restore the status
quo.
SO NOW WHAT?
New ideas are “brain-expensive”, so they are naturally
dropped during compression, or we try to mould and fol...
SO NOW WHAT?
So take a deep breath and tell System 2 to take charge!
SOME PARTING
THOUGHTS
@nozurbina
Attitude shift
Stop framing the
user in the window
of the medium.
Assumptions and
analytics aren’t
enough.
Find...
@nozurbina
Embrace structure
78
Visual designers get that structure isn’t the opposite of beauty and
the consistency doesn...
HOMEWORK
Specific lessons and terms to take home
79
(some of which are in our
book. Nudge nudge, wink
wink)
@nozurbina
Embrace Intelligent
Content
• Write for system 1 and system 2
• Explicitly define the semantic models implicit ...
@nozurbina
Embrace Intelligent
Content
• Measure user memory of whole journeys
– UX is just a means to an end
– Digital al...
You might also like
Upcoming SlideShare
Loading in...5
×

The Biological Imperative for Intelligent Content

1,334

Published on

[Originally presented at Intelligent Content 2014] It's been about 1000 years since the last time our basic understanding of communicating content has changed as much as it's changing today. Under the pressures of multi-channel and multi-device content challenges, the old rules we learned about good content and processes are breaking down. How do we optimize for all this diversity? There is a way to understand, master, and even leverage all this change before competitors beat you to it. This isn’t an industry issue. The challenges around discussing and making full use of today’s digital communication platforms are faced by all cultures around the world as they adopt them.

Contemporary research in cognitive science and neurobiology, leads us to new ways of thinking about communication at a basic, human level. This session could be considered a study in empathy. It offers cognitive science and neurolobiology lessons relevant to today's content landscape, and a common language to help you bridge the communication issues with your clients, colleagues, managers, and end users.

Don’t worry – this session isn't a jargon-filled nerd-fest, but a roadmap to navigating the world of content, today and tomorrow. It will cover techniques and methodologies to better structure content, optimize editorial processes, and build effective, influential strategies.

Published in: Business
1 Comment
11 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,334
On Slideshare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
13
Comments
1
Likes
11
Embeds 0
No embeds

No notes for slide
  • We are in a world of continuously accelerating change, and we are living longer and longer
    Every generation is facing more change than every other that has ever lived

    There is nothing new in the world, but things are very nearly new
    Every time this happens we have a shock to the system that has the same requirements

    Newton had to redefine mass, force, time, motion
    Motion used to just mean change, like a peach ripening
    P.7 The Information

  • We are in a world of continuously accelerating change, and we are living longer and longer
    Every generation is facing more change than every other that has ever lived

    There is nothing new in the world, but things are very nearly new
    Every time this happens we have a shock to the system that has the same requirements

    Newton had to redefine mass, force, time, motion
    Motion used to just mean change, like a peach ripening
    P.7 The Information

  • This whole session could be considered an in-depth focus on empathy
    Go deep into the fundamentals
    understand all people
    so that we can better support and persuade the behaviour of our audiences
    And ourselves find the clarity and justification required to take the necessary steps
    Keep seeing all these times where we get sideswiped when if we had been looking at the BIGGER PICTURE. We could have anticipated.


    i am going to talk about the brain, how it functions and how the lessons of cognitive science can lead us to better user empathy
    i am going to present my own theories and models that i have developed over nearly 3 years of research regarding how we can and must rethink content for the new millenium
    i am doing this in hopes that we as industry can be more proactive, and less reactive, and those that chose to will be able to stay if not ahead of the curve, then ahead at least keep their heads above water as the tidal wave of change continues to batter us.

    The biological mechanisms of the brain offer many valuable insights into the new millennia content problems
    Those same mechanisms create the challenges for us in improving our content
    The thing we are trying to address in our audience is exactly what is holding us back.

  • Dr Psychobiology PhD
    Clinical Psychology MS

  • http://bit.ly/brainneb
    The brain is a
    sense maker
    virtual reality machine
    reward system


  • The only way to deal with constantly accelerating change is with serial revolutionary innovation
    Google’s 1000% rule

    Our biology is not designed for paradigm shifts

    Newton had to redefine mass, force, time, motion
    Motion used to just mean change, like a peach ripening
    P.7 The Information


    http://bit.ly/1cqjUbv
  • The only way to deal with constantly accelerating change is with serial revolutionary innovation
    Google’s 1000% rule

    Our biology is not designed for paradigm shifts

    Newton had to redefine mass, force, time, motion
    Motion used to just mean change, like a peach ripening
    P.7 The Information


    http://bit.ly/1cqjUbv
  • The only way to deal with constantly accelerating change is with serial revolutionary innovation
    Google’s 1000% rule

    Our biology is not designed for paradigm shifts

    Newton had to redefine mass, force, time, motion
    Motion used to just mean change, like a peach ripening
    P.7 The Information


    http://bit.ly/1cqjUbv
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Semantically rich and tagged
    Structured
    Validation-ready
  • Handles categorisation and retrieval
    Does “heuristic assessment” of complex questions
    Holds our racism, sexism, nationalism, and other “isms”
  • Handles categorisation and retrieval
    Does “heuristic assessment” of complex questions
    Holds our racism, sexism, nationalism, and other “isms”
  • Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
  • Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
  • Alvin Toffler is an American writer and futurist, known for his works discussing the digital revolution, communication revolution, corporate revolution and technological singularity. 
  • So we have met system 1 and 2 and understood how compression and load balancing work at a basic level. Now let’s see some more complex examples that relate to user’s content experiences.
  • Jerry story…
    Anything with interactivity goes through this cycle.
    It creates inertia. It takes lots of experiences to change one of these. We are discouraged from initially changing them, but we get a reward for getting to the top.
    Our brain is rewarding us for making new IDs. t’s always cheaper to make new ones based on existing models.
  • Jerry story…
    Anything with interactivity goes through this cycle.
    It creates inertia. It takes lots of experiences to change one of these. We are discouraged from initially changing them, but we get a reward for getting to the top.
    Our brain is rewarding us for making new IDs. t’s always cheaper to make new ones based on existing models.
  • Jerry story…
    Anything with interactivity goes through this cycle.
    It creates inertia. It takes lots of experiences to change one of these. We are discouraged from initially changing them, but we get a reward for getting to the top.
    Our brain is rewarding us for making new IDs. t’s always cheaper to make new ones based on existing models.
  • If you will allow me to geek out for a second
    the limbic system manages our basic stimulus responses
    coordinates recoding memory
    Contains Amygdala (emotions) wand the Hippocampus (Memory administrator)
    Get Amygdala giving dopamine and get an easier “write”

    Get past the hard parts of the pyramid to the top automatically get dopamine release.
    Also get one if you relate two existing models.
    This creates emotional and semantic ‘halo effects’, which stand up really well to compression.

    Simple:
    Mnemonic devices
    slogans that rhyme

    Complex: taxonomies

    GEEK FEST OVER – LET’S SEE AN EXAMPLE
  • If you will allow me to geek out for a second
    the limbic system manages our basic stimulus responses
    coordinates recoding memory
    Contains Amygdala (emotions) wand the Hippocampus (Memory administrator)
    Get Amygdala giving dopamine and get an easier “write”

    Get past the hard parts of the pyramid to the top automatically get dopamine release.
    Also get one if you relate two existing models.
    This creates emotional and semantic ‘halo effects’, which stand up really well to compression.

    Simple:
    Mnemonic devices
    slogans that rhyme

    Complex: taxonomies

    GEEK FEST OVER – LET’S SEE AN EXAMPLE
  • http://3rdbillion.net/2014/01/apple-logo-2/
  • 45 IN / 5 LEFT

    Variant and configuration management
  • 45 IN / 5 LEFT

    Variant and configuration management
  • This model explicitly maps out the various semantic components of a feature overview. All content of the type “feature overview” should match the model. (computers can quality check content structures for you if you create semantic, structured content)
  • 45 IN / 5 LEFT

    Variant and configuration management
  • 45 IN / 5 LEFT

    Variant and configuration management
  • http://www.markboulton.co.uk/journal/wysiwtfftwomg
    http://thecontentwrangler.com/2011/01/17/what-is-intelligent-content/

    Interactive Kioskwww.omnimediaworld.co.id -


    Manufacturing | Datasheets | Templates & Design Exampleswww.stocklayouts.com - 500 × 310 - Search by image


    2768391365_9d870914cf_o.jpgwww.flickr.com - 2816 × 2112 - Search by image

    www.flickr.com/photos/mnsc/2768391365/
  • Some of you will join the party, and you’ll tell your bosses all about this.
    NO!
    You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
  • Some of you will join the party, and you’ll tell your bosses all about this.
    NO!
    You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
  • Some of you will join the party, and you’ll tell your bosses all about this.
    NO!
    You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
  • Some of you will join the party, and you’ll tell your bosses all about this.
    NO!
    You’ll just tell them that the game has fundamentally changed. You’ll show them some examples of other websites and talk about how we need to picture customers as real, complete people living their lives and see what their realities with the brand and industry are like, so you can leapfrog the competition, or maintain your leadership by a mile, not have them nipping at your ankles
  • content example – Roomba and Scooba
    Users
    Sales person in a retail store (extranet)
    Prospective customer shopping online
    Scenarios
    Content models
    RS Components – “This is what we know about how our customers buy”
    Huddle – “The Brand is this pantonne color and this Font”
  • http://graphicdesign.stackexchange.com/questions/25143/what-is-this-circle-technique-called/25151#25151

    Randomness is never found in anything that is intended for any use
  • Cleve said, Marketing has too much muscle and own the customer. He is also predicting new roles coming out.
  • The Biological Imperative for Intelligent Content

    1. 1. The biological imperative for intelligent content 1 @nozurbina urbinaconsulting.com/about-you img: bit.ly/brainneb
    2. 2. @nozurbina Me (Noz Urbina) Content strategist & modeller Consultant/trainer Author Futurist H2H (Human-Human/B2B/B2C) urbinaconsulting.com/events 89 3929 31 x88 24g UC.com 2015 thecontentstrategybook.com
    3. 3. The problem 3 We have been side-swiped by change too many times. Web shocked us after print, and mobile after desktop
    4. 4. The problem 4 And we’re still not ready for wearable & augmented
    5. 5. @nozurbina Empathy 5 Go from reactive to proactive We need return to fundamentals. To truly, deeply understand each other, so we can better predict trends and optimise in advance
    6. 6. @nozurbina Sources and reviewers @nozurbina - 6 MIT & Stanford Lectures Slides, models & drafts reviewed by Clinical Psychologist Alberto Soler & Kontchín Soler, PhD in Psychobiology
    7. 7. To influence behaviour… …we must understand behaviour Behaviour starts and ends in the mind http://bit.ly/brainneb
    8. 8. We need to (constantly) redefine @nozurbina - 8 http://bit.ly/1cqjUbv To invent physics, Newton had to redefine various words like “mass”, “force”, “time”, and “motion”. He was trying to describe things never before described
    9. 9. We need to (constantly) redefine @nozurbina - 9 http://bit.ly/1cqjUbv Digital technology is putting the same pressure on communicators. People have never communicated this way before
    10. 10. We need to (constantly) redefine @nozurbina - 10 http://bit.ly/1cqjUbv We must build the new conceptual vocabulary required, so we can discuss the issues and work out solutions
    11. 11. Communication and the mind http://bit.ly/brainneb The topic
    12. 12. http://bit.ly/brainneb The topic Increasing complexity is pushing together communication specialists of various disciplines Communication and the mind
    13. 13. http://bit.ly/brainneb The topic We need to think of language at the level of “systems”, not words or pages. Intelligent content is free from format, rich in semantic and structural metadata, and automation-system-ready Communication and the mind
    14. 14. http://bit.ly/brainneb The thesis
    15. 15. Intelligent Content supports our biological, mental processes better than traditional content http://bit.ly/brainneb The thesis
    16. 16. So let’s look at these processes… http://bit.ly/brainneb The thesis
    17. 17. WE ARE SENSE MAKING MACHINES We’ll make it up if we have to 17
    18. 18. @nozurbina BABY 18 We’re born on a biological mission to start to fill our minds with information about the world around us
    19. 19. Semantic models 19 http://www.flickr.com/photos/denverjeffrey/ Semantic models are semi-conscious mental storage units. We can call up a semantic model instantly and know how to react or interact.
    20. 20. Do you want to make me cry? 20 Prevent me from building my semantic models. “Mommy, I need data!”
    21. 21. Do you want to make me cry? 21 A toddler needs input to their models in the same way they need food or sleep
    22. 22. QUALITY CHECK How good are our models? 22
    23. 23. @nozurbina A & B are the same colour 23 Wikimedia commons
    24. 24. @nozurbina But they aren’t 24 Wikimedia commons
    25. 25. @nozurbina But they are! 25 Wikimedia commons
    26. 26. @nozurbina Yet they aren’t 26 Wikimedia commons
    27. 27. @nozurbina But they are 27 Wikimedia commons
    28. 28. @nozurbina Yet they aren’t 28 Wikimedia commons
    29. 29. @nozurbina Yet they aren’t 29 Wikimedia commons Our models and processing clearly aren’t perfect
    30. 30. Thinking Systems 2 and 1 30 Brain economics and the cost/benefit of cognition
    31. 31. @nozurbina Thinking System 2 • Plays poker and chess (unless you’re a master, and can use System 1) • Contains our conscious experience • Analyses, reflects on and digests content • Taxed when learning new skills • Delegates to System 1 whenever possible 31 S l o o o w “Expensive” Tiring
    32. 32. @nozurbina Thinking System 1 • “The zone”, “the gut”, “the heart”, “lateral thinking” and inspiration • Drives, plays violin (any embedded skill) • Picks up on body language, style, mood, metaphor, symbolism, etc. (using associative memory) • Uses compression & semantic models • Skims content (using keywords, colour, shapes and other fast cues) 32 Fast! “Cheap” (Nearly) Effortless
    33. 33. FEEL THE DIFFERENCE Answer these questions (out loud or in your head) 33
    34. 34. FEEL THE DIFFERENCE What’s your first name? 34
    35. 35. FEEL THE DIFFERENCE What month were you born? 35
    36. 36. FEEL THE DIFFERENCE How do you spell the month after that month – backwards? 36
    37. 37. FEEL THE DIFFERENCE Feel the effort spike? If the month had a long name, you might even have had to look away from the screen momentarily. 37
    38. 38. FEEL THE DIFFERENCE That’s the difference between data System 1 just returns vs data System 2 needs to work for. 38
    39. 39. 39 System 1 can: Read and understand large- print and/or familiar words Complete the phrase “bread and…” Drive a car on an empty road Get which country is referred to by: “Stars and stripes, Apple pie, and optimism” Find the “submit” button on a form System 2 can: Try to reason out the meaning of new words (if System 1 doesn’t offer up a satisfying definition) Drive in heavy traffic or adverse weather conditions Search for an address on a row of houses Compare two products to establish their overall value
    40. 40. @nozurbina System 1 says these are the same. System 2 can realise they really aren’t.
    41. 41. @nozurbina System 1 uses compression to take the fundamentals from the right and match it to the model on the left.
    42. 42. @nozurbina http://wtface.com/ WTFace.com Compression creates errors. We see what is not really there (Look up pareidolia and apophenia)
    43. 43. BUT THERE’S MORE System 1 doesn’t just make compression errors visually… 43
    44. 44. COMPRESSION ERROR ILLUSIONS Experience vs. Memory 44
    45. 45. @nozurbina Who suffered more? 45 Time in minutes Pain 0 10 20 2 4 6 8 10 Patient A Time in minutes Pain 0 10 20 2 4 6 8 10 Patient B Each patient rated their pain over time. B suffered more pain, for over twice as long, but doesn’t remember the experience as negatively as patient A
    46. 46. @nozurbina Who suffered more? 46 Time in minutes Pain 0 10 20 2 4 6 8 10 Patient A Time in minutes Pain 0 10 20 2 4 6 8 10 Patient B In controlled pain studies, subjects given an option will choose to suffer more pain, for longer, provided that it tapers off at the end
    47. 47. Memory trumps experience …what we get to keep from our experiences is a story. What defines a story are changes, significant moments and endings. Endings are very, very important. The remembering self is a storyteller 47
    48. 48. I wanted to give a Delta Air Crew positive feedback on an experience, and I was faced with this. It doesn’t work on a phone and takes a lot of work to fill out
    49. 49. I just gave up
    50. 50. So not only did the air crew team not get their praise, my memory of the whole experience went from positive to negative because of the web team
    51. 51. Now I tell the story as “my disappointing Delta experience” instead of my “amazing, brand-identity-altering Delta experience”.
    52. 52. For each user/brand interaction: If you do a hand-off to another silo, team, page or process that ruins the end of the user’s story, your hard work is simply wasted
    53. 53. THE EXPERIENCE TO IDENTITY PYRAMID The semantic ladder for anything with interactivity 53
    54. 54. 54 I.D. (identity) Model Category Pattern Memory (story) Experience Easieraccess Compression Rewards Inertia
    55. 55. 55 I.D. (identity) Model Category Pattern Memory (story) Experience Easieraccess Compression Rewards Inertia As we experience things they get “rolled up”, level by level for efficient storage
    56. 56. 56 I.D. (identity) Model Category Pattern Memory (story) Experience Easieraccess Compression Rewards Inertia The details of user experience eventually and systematically build brand identity, but only after multiple layers of heavy compression
    57. 57. Our brains reward the creation of new models and IDs But it’s always “cheaper” to relate new ones to old ones http://bit.ly/brainneb
    58. 58. This is why “first impressions” are so impactful. With no history, experiences apply quickly to identity. Subsequent experiences have to outnumber or overwhelm earlier ones to make changes. http://bit.ly/brainneb
    59. 59. 59 http://en.wikipedia.org/wiki/File:Dopamineseratonin.png Dopamine is the brain’s “reward” chemical. If activated, it will cause the hippocampus to create a more potent “write” to long term memory I.D. Models Categories Patterns Memories Experiences Easieraccess Compression Rewards Inertia
    60. 60. 60 http://en.wikipedia.org/wiki/File:Dopamineseratonin.png Memories created in the presence of dopamine are recalled and pushed up the Experience-I.D. Pyramid more easily. I.D. Models Categories Patterns Memories Experiences Easieraccess Compression Rewards Inertia
    61. 61. 61 http://en.wikipedia.org/wiki/File:Dopamineseratonin.png These memories will have a stronger impact on related models, whole categories, etc.. This impacts System 1’s associative memory I.D. Models Categories Patterns Memories Experiences Easieraccess Compression Rewards Inertia
    62. 62. @nozurbina 62 Today’s web uses these same constructs. E.g. Hashtag searches on G+ pull associated concepts, just like in the mind’s associative, semantic model-based storage
    63. 63. HOW WILL YOUR BRAND STAND UP TO COMPRESSION? 63
    64. 64. @nozurbina 64 http://3rdbillion.net/2014/01/apple-logo-2/ Get it right, and your brand will enjoy powerful positive inertia and associations. Users will forgive bad experiences more easily
    65. 65. INTELLIGENT CONTENT Intelligent content enables agility from experience to identity 65
    66. 66. @nozurbina 66 Intelligent Content The Mind Free from format, i.e., takes messages and meaning across devices, styles. Compresses out details, retains only the key content memory. Rich in metadata – uses tagging to make associations. Associative by nature. Uses structured content models. Builds models and uses them frequently and easily. Machine-validation-ready and reusable to make diverse yet consistent stories. “Likes” finding patterns and consistency using System 1. Gets tired out by needing to parse inconsistency, which needs System 2.
    67. 67. Your creators and customers will internalise your models
    68. 68. Your creators and customers will internalise your models
    69. 69. @nozurbina Simplified model… 69 of complex reality
    70. 70. Intelligent content uses semantic, structural models of content and tags it for associative use in various contexts (e.g. related links, taxonomy filtering, auto- indexes or reuse by compilation…)
    71. 71. Computer’s can validate models. Content creators and end users will internalise them. (allowing System 1 to move through them more easily)
    72. 72. @nozurbina Intelligent content supports tailored delivery Manage Serve & Transform Create components ProfileA ProfileB ProfileC ProfileD Same content Everyone …with WPT/ processing tools …in CCMS (Structure -aware) …in structured Authoring Tool(s) ???
    73. 73. SO NOW WHAT? Your System 1 does everything it can to restore the status quo.
    74. 74. SO NOW WHAT? New ideas are “brain-expensive”, so they are naturally dropped during compression, or we try to mould and fold them into existing ones.
    75. 75. SO NOW WHAT? So take a deep breath and tell System 2 to take charge!
    76. 76. SOME PARTING THOUGHTS
    77. 77. @nozurbina Attitude shift Stop framing the user in the window of the medium. Assumptions and analytics aren’t enough. Find out who they really are.
    78. 78. @nozurbina Embrace structure 78 Visual designers get that structure isn’t the opposite of beauty and the consistency doesn’t kill creativity. Why can’t content people do the same? Check out bit.ly/artofgrid for great designer quotes about “ the grid system”
    79. 79. HOMEWORK Specific lessons and terms to take home 79 (some of which are in our book. Nudge nudge, wink wink)
    80. 80. @nozurbina Embrace Intelligent Content • Write for system 1 and system 2 • Explicitly define the semantic models implicit in your content – Map out the different perspectives and contexts in which content will be used • Give creators clear tools to create and visualise their work across contexts • Store semantic content so machines validate it and can help you deliver tailored experiences 80
    81. 81. @nozurbina Embrace Intelligent Content • Measure user memory of whole journeys – UX is just a means to an end – Digital alone CANNOT SHOW a customer’s full journey • Set up your team properly – “Chief content officer” and “chief experience officers” are becoming real things – Get content creators, strategists, engineers (and the rest) who understand the value-add of each other’s work • Start bashing your boss’s System 1 and 2 81
    82. 82. You might also like
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×