Belmer Negrillo 2016
Personalization
Strategy Based On
Adaptive Learning
What if personalization shifts from pushing
products to actually caring about outcomes
for individuals?

Belmer Negrillo 2016
Personalization is part of our lives.

Belmer Negrillo 2016

Belmer Negrillo 2016
video from Trunk Club

Belmer Negrillo 2016
Americans Against the Tea Party
3 hours ago
This did NOT go well for Trump.
1.1K 61 547
CNN Humiliates Trump By Quoting 2007 Inter…
How do you know when Donald Trump's lying? His mouth is moving. To…
BIPARTISANREPORT.COM | BY ELISABETH PARKER
Media Matters for America
on Thursday
"He said he had a foolproof plan, and now he is saying today,
generals are going to come up with the plan...?"
1.2K 352 557
Jake Tapper Grills Trump Supporter: What Hap…
Good question.
MEDIAMATTERS.ORG
Liberal America
on Thursday
This is NOT something you hear from the Trumpster every day.
Grab the popcorn!
Eagle Rising
7 hours ago
Hillary says ISIS praying for Trump, she wouldn’t give them aid
161 21 111
Hillary says ISIS praying for Trump, she would…
SHE ARMED THEM! Hillary and Obama armed have admitted to arming…
IPATRIOT.COM
Gateway Pundit
13 hours ago
Angry Hillary Goes Off on Trump Supporters -- Who she feels are
more dangerous than ISIS.
356 787 714
Hillary Clinton at Elite NYC Fundraiser Calls H…
Democratic presidential nominee Hillary Clinton attacked supporters of h…
THEGATEWAYPUNDIT.COM | BY KRISTINN TAYLOR
Allen West Republic
13 hours ago
ISIS isn't the JV team at all... It's Obama's own Varsity terror force!
LIBERAL  CONSERVATIVE 
SHOWING POSTS ABOUT:
"ISIS"
Recent posts from users identified
with political views.
By Jon Keegan, Wall Street Journal
You may be exposed only to things that
reinforce your beliefs, aka filter bubble.
Filtered News Feed

Belmer Negrillo 2016
Personalization examples.
Target pregnancy
Photo illustration by James
Emmerman / Shutterstock
Correlates your buying
behavior with future
personal habits.
Predictive Offers
Belmer Negrillo 2016

Belmer Negrillo 2016
People want to feel
heard and cared.

Belmer Negrillo 2016
Ultimate personalization?
When you go into a bar and sit down, and
the bartender puts a whiskey in front of
you without having to ask what you want.
Jeff Bezos, Amazon.com CEO

Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016
Ideal personalization
is rooted in empathy.

Belmer Negrillo 2016
How might we
design digital empathy?

Belmer Negrillo 2016
Adaptive
Learning
Adaptive
UX

Belmer Negrillo 2016
/

Belmer Negrillo 2016Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016
How might we design an
adaptive learning platform
to develop literacy in young
learners in Brazil?

Belmer Negrillo 2016
Belmer Negrillo 2016

Belmer Negrillo 2016
Belmer Negrillo 2016

Belmer Negrillo 2016
Belmer Negrillo 2016

Belmer Negrillo 2016
Belmer Negrillo 2016

Belmer Negrillo 2016
Regina Andrade Clara
Pedagogy Coordinator Colégio Santa Cruz
Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016
ETAPA 1 ETAPA 2 ETAPA 4ETAPA 3
IDENTIFICAR A NECESSIDADE DE MAIS DE UMA LETRA PARA COMPOR A MAIORIA DAS SÍLABAS AMPLIAR O REPERTÓRIO DE SÍLABAS E ANALISAR SUA ESTRUTURA ESCREVER DE ACORDO COM AS CONVENÇÕES DO SISTEMA ALFABÉTICORECONHECER A RELAÇÃO ENTRE A ESCRITA E A PAUTA SONORA
1A. Diferenciar letras de outros símbolos
1D. Identificar palavras que têm a mesma sílaba inicial
1E. Reconhecer e nomear letras
1F. Ampliar o reportório de letras conhecidas
1C. Conhecer o alfabeto
1B. Observar que as palavras podem ser divididas, oralmente, em partes menores (síla-
2I. Compor palavras iniciadas com a mesma consoante combinada com diferentes vogais
2L. Identificar letras que compõem a palavra
2J. Compor palavras iniciadas com consoantes diferentes combinada com a mesma vogal
3N. Escrever palavras
2K. Compor a sílaba inicial de palavras que começam da mesma forma (ex: CASACO, CAMISA)
1H. Identificar e comparar palavras que rimam
3M. Transformar palavras acrescentando uma letra (ex: PATO/ PRATO)
1G. Identificar palavras utilizando indícios como: letra inicial, intermediária, final, letra ou sílaba do próprio nome ou de palavra conhecida 3G. Ler palavras e associar às respectivas imagens
2C.
2D.
2E.
2F.
3D.
3E.
3F.
3H. 4H.
4G.
4N.
4M.
3L.
2H.
2G.
Challenge Map with exercise
categories for literacy teaching
Belmer Negrillo 2016

Belmer Negrillo 2016
ETAPA 1 ETAPA 2 ETAPA 4ETAPA 3
IDENTIFICAR A NECESSIDADE DE MAIS DE UMA LETRA PARA COMPOR A MAIORIA DAS SÍLABAS AMPLIAR O REPERTÓRIO DE SÍLABAS E ANALISAR SUA ESTRUTURA ESCREVER DE ACORDO COM AS CONVENÇÕES DO SISTEMA ALFABÉTICORECONHECER A RELAÇÃO ENTRE A ESCRITA E A PAUTA SONORA
1A. Diferenciar letras de outros símbolos
1D. Identificar palavras que têm a mesma sílaba inicial
1E. Reconhecer e nomear letras
1F. Ampliar o reportório de letras conhecidas
1C. Conhecer o alfabeto
1B. Observar que as palavras podem ser divididas, oralmente, em partes menores (sílabas)
2I. Compor palavras iniciadas com a mesma consoante combinada com diferentes vogais
2J. Compor palavras iniciadas com consoantes diferentes combinada com a mesma vogal
2K. Compor a sílaba inicial de palavras que começam da mesma forma (ex: CASACO, CAMISA)
1H. Identificar e comparar palavras que rimam
1G. Identificar palavras utilizando indícios como: letra inicial, intermediária, final, letra ou sílaba do próprio nome ou de palavra conhecida 3G. Ler palavras e associar às respectivas imagens
2C.
2D.
2E.
2F.
3D.
3E.
3F.
3H. 4H.
4G.
2H.
2G.
FIND_WORDS_THAT_START_WITH_THE_SAME_LETTER
WORD_CHANGE_WITH_SINGLE_LETTER
FIND_COMMON_START_SYLLABLE_FOR_BOTH_WORDS
KIDS_NAME_FIRST_LETTER
IDENTIFY_LETTERS_BY_NAME
KIDS_NAME_FIRST_LETTER
IDENTIFY_LETTERS_BY_NAME
IDENTIFY_LETTERS_BY_NAME
IDENTIFY_OBJECTS_FIRST_LETTER
NAME_RECOGNITION_UNSCRAMBLE_ONLY_FIRST_AND_LAST_LETTERS
FIND_MISSING_LETTER_IN_CHILDS_NAME
FIND_NAME_THAT_MATCHES_PHOTO
IDENTIFY_OBJECTS_FIRST_LETTER
RHYMING_SYLLABLES_WITH_IMAGES
RHYMING_IMAGES_WITH_IMAGES
RHYMING_SYLLABLES_WITH_IMAGES
RHYMING_SOUNDS_WITH_WORDS
WHAT_RHYME_WITH_THIS_WORD (WORDS_WITH_IMAGES)
WHAT_RHYME_WITH_THIS_WORD (WORDS_WITH_IMAGES)
MATCH_WORDS_WITH_OBJECTS_SIMILAR_SPELLING_WORDS
RHYMING_IMAGES_WITH_IMAGES
NAME_RECOGNITION_UNSCRAMBLE
FIND_MISSING_LETTER_IN_CHILDS_NAME_KEYBOARD
FIND_MISSING_LETTER_IN_OBJECTS_NAME
FIND_PHOTO_THAT_MATCHES_NAME
MATCH_WORDS_WITH_OBJECTS_DIFFERENT_SPELLING_WORDS
NAME_RECOGNITION_UNSCRAMBLE
FIND_PHOTO_THAT_MATCHES_NAME
MATCH_WORDS_WITH_OBJECTS_SIMILAR_SPELLING_WORDS
READ_WORD_FIND_OBJECT
WHAT_RHYME_WITH_THIS_WORD
MATCH_WORDS_WITH_OBJECTS_SIMILAR_SPELLING_WORDS
READ_WORD_FIND_OBJECT
WHAT_RHYME_WITH_THIS_WORD
IDENTIFY_OBJECTS_FIRST_LETTER
IDENTIFY_LETTERS_BY_NAME
IDENTIFY_OBJECTS_FIRST_LETTER
IDENTIFY_LETTERS_BY_NAME
IDENTIFY_OBJECTS_FIRST_LETTER
FIND_MISSING_LETTER_IN_CHILDS_NAME
IDENTIFY_LETTERS_BY_NAME IDENTIFY_LETTERS_BY_NAME
FIND_MISSING_LETTER_IN_CHILDS_NAME FIND_MISSING_LETTER_IN_CHILDS_NAME
RHYMING_SYLLABLES_WITH_IMAGES
MATCH_FIRST_SYLLABLE_USING_DIFFERENT_CV_LETTERS
MATCH_FIRST_SYLLABLE_USING_DIFFERENT_CV_LETTERS MATCH_FIRST_SYLLABLE_USING_DIFFERENT_CV_LETTERS MATCH_FIRST_SYLLABLE_USING_DIFFERENT_CV_LETTERS
PÁSSARO GULOSO GAME
PÁSSARO GULOSO GAME PÁSSARO GULOSO GAME

Belmer Negrillo 2016Adaptive Game Overview
Exercises and content
adapt to kid’s
understanding stage.

Belmer Negrillo 2016Educational Logic

Belmer Negrillo 2016
Belmer Negrillo 2016

Belmer Negrillo 2016Dashboard
Reports with insights and
activity suggestions in a format
for easy interpretation.

Belmer Negrillo 2016
Example
of diagnostic
& mental model

Belmer Negrillo 2016
= CWKJDSLFS
= MTO

Belmer Negrillo 2016
= CWKJDSLFS
= MTO
COW
MOSQUITO

Belmer Negrillo 2016
= CWKJDSLFS
= MTO
COW
MOSQUITO

Belmer Negrillo 2016
=
=
CWKJDSLFS
MTO

Belmer Negrillo 2016
STRATEGY
MENTAL MODEL
GAMES TO CHALLENGE
ASSUMPTIONS
= CWKJDSLFS
= MTO

Belmer Negrillo 2016

Belmer Negrillo 2016
“Mistakes”
will change
personalization.

Belmer Negrillo 2016
WRONG
DECISIONS
FAILED ATTEMPTS
UNEXPECTED
REACTIONS

Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016

Belmer Negrillo 2016
Adaptive
Learning
Adaptive
UX

Belmer Negrillo 2016
Personalized
Learning
Adaptive
Learning
Rules-based method
with a decision tree
based on past data
Continually adapts
the pathway based on
current & past data

Belmer Negrillo 2016

Belmer Negrillo 2016
Gritty Discovery Channel Reality TV
Romantic Chinese Crime Movies
Dark Suspenseful Sci-Fi Horror Movies
Gritty Suspenseful Revenge Westerns
Evil Kid Horror Movies
Visually-striking Goofy Action & Adventure
…
Hybrid human modeling
+ machine intelligence approach
Pre-Syllabic (9 kinds)
Syllabic (8 kinds)
Syllabic-Alphabetic (5 kinds)
Alphabetic (10 kinds)
Orthographic

Belmer Negrillo 2016
HELP WHEN
CONFUSED
PROVIDE
REASSURANCE
PROMOTE
LEARNING
How does this new personalization look?

Belmer Negrillo 2016
PUSHING CARING
USABILITY EMPATHY

Belmer Negrillo 2016
EMPATHY?
How might we use
personalization to scale

Belmer Negrillo 2016
Thank you!
@milkfromstonebelmer@ideo.com