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UX Lx presentation "Serendipity: beyond recommendation" by Pedro Fernandes

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UX Lx presentation "Serendipity: beyond recommendation" by Pedro Fernandes

  1. 1. Serendipity: beyond recommendation Pedro Fernandes Interaction Designer, TBWA365 http://www.tbwa365.fr twitter: @betasolo
  2. 2. Serendipity denotes the property of making fortunate discoveries while looking for something unrelated, or the occurrence of such a discovery during such a search. http://en.wikipedia.org/wiki/Serendipity
  3. 3. All rights reserved by Looooo
  4. 4. The unexpected
  5. 5. Most common mechanisms for enabling serendipity 1. Search 2. Categorisation 3. Social recommendation
  6. 6. Most common mechanisms for enabling serendipity 1. Search 2. Categorisation 3. Social recommendation
  7. 7. 1. Search Results Query
  8. 8. 1. Search Results Query
  9. 9. By mdx
  10. 10. Autocompletion can sometimes help serendipity, but its purpose is to guide users towards the most common queries. It encourages users to take the most common path, instead of exploring alternatives.
  11. 11. All rights reserved by .patrick. Highway: I know where I’m going
  12. 12. Some rights reserved by jokru Preset paths Some rights reserved by jokru
  13. 13. All rights reserved by srini_g2003 unfinished paths: open to exploration
  14. 14. Most common mechanisms for enabling serendipity 1. Search 2. Categorisation 3. Social recommendation
  15. 15. 2. Categorisation http://seogadget.co.uk/wp-content/uploads/2008/12/seo-sitemap-structure-keywords-hifi.gif
  16. 16. 2. Categorisation http://seogadget.co.uk/wp-content/uploads/2008/12/seo-sitemap-structure-keywords-hifi.gif
  17. 17. 2. Categorisation A B http://seogadget.co.uk/wp-content/uploads/2008/12/seo-sitemap-structure-keywords-hifi.gif
  18. 18. 2. Categorisation A B Limited awareness of potentially interesting products http://seogadget.co.uk/wp-content/uploads/2008/12/seo-sitemap-structure-keywords-hifi.gif
  19. 19. Home Category Brand Product
  20. 20. All rights reserved by alittleflood
  21. 21. A related products http://seogadget.co.uk/wp-content/uploads/2008/12/seo-sitemap-structure-keywords-hifi.gif
  22. 22. Typical criteria include Most popular Most recent Similar typology Editorial choice In general these criteria point to a restricted subset of the product range and add some serendipity, but are limited in scope and often lead to closed loops
  23. 23. A B C D E
  24. 24. A B C D E
  25. 25. A B C D E B CD A CD ABD ABC F GH
  26. 26. A B C D E B CD A CD ABD ABC F GH Closed Loop
  27. 27. Most common mechanisms for enabling serendipity 1. Search 2. Categorisation 3. Social recommendation
  28. 28. All rights reserved by wireguy
  29. 29. algorithm recommendation EFG A B C D A B C D E F G N P R T X
  30. 30. individual ABCD?
  31. 31. individual group ABCD? ABCDE ABCNP ABRTX
  32. 32. individual group ABCD? ABCDE ABCNP ABRTX
  33. 33. individual group ABCD? ABCDE ABCNP ABRTX Suggestions: E NP RTX
  34. 34. ABCDE ABCNP ABRTU ABCD? ABCDF A B C NQ ABRKX A B C DG A B C S T A B UW Z
  35. 35. ABCDE ABCNP ABRTU ABCD? ABCDF A B C NQ ABRKX A B C DG A B C S T A B UW Z Recommendations: E FG N PQS T R T U K X UW Z
  36. 36. A X B D U U I L O T Y F K C E R G P N S Q H J M V Known Unknown
  37. 37. A G F B L H E K C I D J M R N Q O P
  38. 38. All rights reserved by Éamonn
  39. 39. “ [...] participants may find their own opinions constantly echoed back to them, and in doing so reinforce a certain sense of truth that resonates with individual belief systems. This can create some significant challenges to critical discourse within an online medium. The echo-chamber effect may also impact a lack of recognition to large demographic changes in language and culture on the Internet if individuals only create, experience and navigate those online spaces that reinforce their "preferred" world view. Another emerging term used to describe this "echoing" and homogenizing effect on the Internet within social communities is ” "cultural tribalism" [...] http://en.wikipedia.org/wiki/Media_echo_chamber
  40. 40. Social recommendation doesn’t encourage users to step outside their comfort zones and discover challenging objects me and what i know
  41. 41. Social recommendation doesn’t encourage users to step outside their comfort zones and discover challenging objects me and what i know what my friends know
  42. 42. Social recommendation doesn’t encourage users to step outside their comfort zones and discover challenging objects The Unknown me and what i know what my friends know
  43. 43. ! cultural and social implications ?
  44. 44. Exploring alternative models
  45. 45. Romantic Film Film Film Film Reality Fantasy Film Film Film Cynical
  46. 46. Suggested tags A B C D E F G H I J K L My selection Videos
  47. 47. Suggested tags A B C D E F G H I J K L My selection C Videos
  48. 48. Suggested tags A B C D E F G H I J K L My selection C Videos Search all videos tagged C
  49. 49. Suggested tags A B C D E F G H I J K L My selection C Videos CHI CL COP CS T C E FG Resulting videos tagged C
  50. 50. Suggested tags HI L OP ST EFG My selection C Videos CHI CL COP CS T C E FG
  51. 51. Suggested tags HI L OP ST EFG My selection C Videos
  52. 52. Suggested tags HI L OP ST EFG My selection C Videos
  53. 53. Suggested tags HI L OP ST EFG My selection C L Videos
  54. 54. Suggested tags HI L OP ST EFG My selection C L Videos Search all videos tagged C + L
  55. 55. Suggested tags HI L OP ST EFG My selection C L Videos C LG CLJ C L N C LS VC L P Q Resulting videos tagged C + L
  56. 56. Suggested tags G J N SV PQ My selection C L Videos C LG CLJ C L N C LS VC L P Q
  57. 57. Suggested tags G J N SV PQ My selection C L Videos C LG CLJ C L N C LS VC L P Q
  58. 58. This systems enables a high level of serendipity because the suggested tags shift constantly, funneling results but remaining really open to unexpected deviations from fixed paths.
  59. 59. www.mowid.com
  60. 60. Example 2 Serendipicity mobile app
  61. 61. Polysemy of images: images can have multiple meanings, so people will interpret them according to context. If you are shown a sequence of images, your mind starts making sense of them, putting them in context, judging them. Everyone will make slightly different interpretations of what they’re seeing, based on their past experience.
  62. 62. Images are more open to interpretation than plain text, their meaning isn’t xed and shifts with context
  63. 63. Mobile city guides direct users to specific locations but most fail to encourage users to venture off the beaten track and find new spots by themselves. One way to encourage serendipity is to let users see the city through someone else’s eyes.
  64. 64. Serendipcity Mobile application prototype
  65. 65. (user scenario excerpt)
  66. 66. (user scenario excerpt)
  67. 67. Prototype is being tested with users, receiving rather positive feedback
  68. 68. Conclusion Most common mechanisms for enabling serendipity 1. Search 2. Categorisation 3. Social recommendation Alternatives 1. Free combination of tags and objects 2. Local search + Polysemy + Non-verbal interface Plenty of opportunities for innovation
  69. 69. Let’s help people find the unexpected By Random Rupert Unicorn, in Myths & Monsters Exhibition.
  70. 70. Pedro Fernandes Interaction Designer, TBWA365 http://www.tbwa365.fr twitter: @betasolo

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