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Context is King – Crafting Smarter, Adaptive Digital Products Today

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This talk will elaborate on an increasingly relevant – yet often overlooked – part of digital product design: context. Now that our industry has (mostly) learned how to deal with responsive design, our next challenge as an industry is creating smarter products that adapt to the context of use to create a more seamless, efficient and successful user experience.

At Mirabeau we have been playing around with things like device sensors and customer behaviour that together help us anticipate a user’s intent. Paired with web development best practices like progressive enhancement, they allow us to create more efficient and enjoyable digital experiences.

This talk will:

show examples of “smarter” digital products from our own work, and other industries
reveal the fundamentals of our agency’s research/discovery/design approach
conclude with design principles for creating context-aware products

Published in: Design
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Context is King – Crafting Smarter, Adaptive Digital Products Today

  1. 1. Context is king Crafting smarter, adaptive digital products today @nickvanderlinde
  2. 2. @nickvanderlindeProfsoUX 2016 @nickvanderlinde Principal interaction designer
  3. 3. @nickvanderlindeProfsoUX 2016
  4. 4. @nickvanderlindeProfsoUX 2016 We are thinkers, designers, technologists, illustrators, copywriters and makers
  5. 5. @nickvanderlindeProfsoUX 2016
  6. 6. @nickvanderlindeProfsoUX 2016 context Today’s subject:
  7. 7. @nickvanderlindeProfsoUX 2016 Good design considers context
  8. 8. @nickvanderlindeProfsoUX 2016
  9. 9. @nickvanderlindeProfsoUX 2016
  10. 10. @nickvanderlindeProfsoUX 2016
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  13. 13. @nickvanderlindeProfsoUX 2016 The good news: Emerging web technology allows us to (largely) automate that manual part
  14. 14. @nickvanderlindeProfsoUX 2016 “The design goal is to find ways to use data, prior behavior and business logic to have things happen automatically, or as close to automatic as we can get.” — Aaron Shapiro (CEO, Huge inc.)
  15. 15. @nickvanderlindeProfsoUX 2016 Good design considers context Great design adapts to context
  16. 16. @nickvanderlindeProfsoUX 2016 Less work for our users! (Also: more work for us!)
  17. 17. @nickvanderlindeProfsoUX 2016 Context on the web today
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  23. 23. @nickvanderlindeProfsoUX 2016 Today, it’s mostly big tech companies that (try) to make use of context.
  24. 24. @nickvanderlindeProfsoUX 2016
  25. 25. @nickvanderlindeProfsoUX 2016 Different kinds of context
  26. 26. @nickvanderlindeProfsoUX 2016 Screen context
  27. 27. @nickvanderlindeProfsoUX 2016
  28. 28. @nickvanderlindeProfsoUX 2016 Proximity context
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  31. 31. @nickvanderlindeProfsoUX 2016 @nickvanderlindeUX Poland 2016
  32. 32. @nickvanderlindeProfsoUX 2016 Environmental context
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  38. 38. @nickvanderlindeProfsoUX 2016 Behavioural context
  39. 39. @nickvanderlindeProfsoUX 2016
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  41. 41. @nickvanderlindeProfsoUX 2016 http://www.leaseplan.com
  42. 42. @nickvanderlindeProfsoUX 2016 http://www.leaseplan.com
  43. 43. @nickvanderlindeProfsoUX 2016 http://www.leaseplan.com
  44. 44. @nickvanderlindeProfsoUX 2016 Design system
  45. 45. @nickvanderlindeProfsoUX 2016 Adobe Management Cloud Episerver Digital Experience Cloud Sitecore Experience Platform New tools and platforms
  46. 46. @nickvanderlindeProfsoUX 2016 A practical guide to designing for context
  47. 47. @nickvanderlindeProfsoUX 2016 1 2 3 4 Think big, start small
  48. 48. @nickvanderlindeProfsoUX 2016 & Quantitative research Helps to discover what is happening with a product or service •  Surveys •  A/B tests •  Remote tests •  Analytics Qualitative research Tells you why that is happening, and catch underlying problems •  Focus groups •  Interviews •  Participatory design •  Usability tests
  49. 49. @nickvanderlindeProfsoUX 2016 Mapping research insights to the customer journey CONSIDERATION SEARCH PURCHASEORIENTATION
  50. 50. @nickvanderlindeProfsoUX 2016
  51. 51. @nickvanderlindeProfsoUX 2016
  52. 52. @nickvanderlindeProfsoUX 2016 The best ideas emerge at the intersection of user needs and business goals
  53. 53. @nickvanderlindeProfsoUX 2016 “The trick to making progress is picking the right problem to solve” — Jeff Hawkins
  54. 54. @nickvanderlindeProfsoUX 2016 1 2 3 4 Define the core
  55. 55. @nickvanderlindeProfsoUX 2016
  56. 56. @nickvanderlindeProfsoUX 2016
  57. 57. @nickvanderlindeProfsoUX 2016 “Help us improve the online seat selection user experience”
  58. 58. @nickvanderlindeProfsoUX 2016
  59. 59. @nickvanderlindeProfsoUX 2016
  60. 60. @nickvanderlindeProfsoUX 2016 Progressive enhancement is your friend
  61. 61. @nickvanderlindeProfsoUX 2016 Progressive enhancement means not making assumptions about Javascript, browsers, connectivity, screens, etc, We simply make things that works everywhere
  62. 62. @nickvanderlindeProfsoUX 2016 In practice, that means •  Core content (text & images) •  Radiobuttons, forms, selectboxes •  A simple, accessible experience
  63. 63. @nickvanderlindeProfsoUX 2016
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  65. 65. @nickvanderlindeProfsoUX 2016 Content blockers can (and will) wreck your beautiful design Content blockers can (and will) wreck your beautiful design http://www.flickr.com/photos/johnkarakatsanis/15586600289
  66. 66. @nickvanderlindeProfsoUX 2016
  67. 67. @nickvanderlindeProfsoUX 2016 Making sure your product works everywhere is incredibly liberating It allows us to move on quickly, and focus on the cool stuff
  68. 68. @nickvanderlindeProfsoUX 2016 1 2 3 4 “Enhance” with context
  69. 69. @nickvanderlindeProfsoUX 2016 Now that we have the basics in place, let’s enhance!
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  74. 74. @nickvanderlindeProfsoUX 2016 1 2 3 4 Test early and keep improving
  75. 75. @nickvanderlindeProfsoUX 2016
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  80. 80. @nickvanderlindeProfsoUX 2016 Designing for context Think big, start small Define the core Enhance and polish Test early, keep improving 1 2 3 4
  81. 81. @nickvanderlindeProfsoUX 2016 Design principles for working with context
  82. 82. @nickvanderlindeProfsoUX 2016 1 Don’t take things away. Ever
  83. 83. @nickvanderlindeProfsoUX 2016
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  86. 86. @nickvanderlindeProfsoUX 2016 (Re)prioritize content and features, don’t eliminate them
  87. 87. @nickvanderlindeProfsoUX 2016 2 Always allow overrides
  88. 88. @nickvanderlindeProfsoUX 2016 No matter how sophisticated your context model or algorithm, your assumptions will often be wrong.
  89. 89. @nickvanderlindeProfsoUX 2016
  90. 90. @nickvanderlindeProfsoUX 2016 Clearly show what’s happening, and allow users to overrule your assumptions or find alternatives.
  91. 91. @nickvanderlindeProfsoUX 2016 3 Don’t get creepy
  92. 92. @nickvanderlindeProfsoUX 2016
  93. 93. @nickvanderlindeProfsoUX 2016 “We may collect information on your mobile device, such as contacts, photos, or media files, your location, sensor data (e.g., about the speed of your movements, such as whether you are running, walking, or in transit).”
  94. 94. @nickvanderlindeProfsoUX 2016 http://twitter.com/chrismnorr/status/634731205104156672
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  99. 99. @nickvanderlindeProfsoUX 2016 The benefits to your customers must outweigh the (potential) privacy cost
  100. 100. @nickvanderlindeProfsoUX 2016 Don’t take anything away Allow overrides Don’t get creepy Design principles
  101. 101. @nickvanderlindeProfsoUX 2016 What’s next?
  102. 102. @nickvanderlindeProfsoUX 2016
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  108. 108. @nickvanderlindeProfsoUX 2016 https://blog.intercom.io/design-is-a-conversation/
  109. 109. @nickvanderlindeProfsoUX 2016
  110. 110. @nickvanderlindeProfsoUX 2016 As technology blends into every aspect of our lives, the need for digital products to consider and adapt to context becomes increasingly urgent
  111. 111. @nickvanderlindeProfsoUX 2016 Intel says: http://www.forbes.com/sites/jacobmorgan/2014/10/30/everything-you-need-to-know-about-the-internet-of-things/ 200billion smart devices in 2020
  112. 112. @nickvanderlindeProfsoUX 2016 Are you ready for that future?
  113. 113. @nickvanderlinde nvanderlinde@mirabeau.nl Thank you!

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