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Conquering The Context Conundrum

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Daniel Eizans' presentation on Contextually Relevant Content Strategy and Context Modeling for Confab: The Content Strategy Conference 2012

Published in: Technology, Business

Conquering The Context Conundrum

  1. CONQUERING THE CONTEXTCONUNDRUMCONFAB 2012 - MAY 16, 2012 | DANIEL EIZANS | @DANIELEIZANS Image Credit: BBP/EPFL
  2. WHY CONTEXT?@danieleizans | #confab12 2
  3. ATTENTION VS. COMPREHENSION@danieleizans | #confab12 3
  4. HUMANS = MACHINES Photo: Dave DeHetre - http://www.flickr.com/photos/davedehetre/4274986217/@danieleizans | #confab12 4
  5. MACHINES HAVE WIRES@danieleizans | #confab12 5
  6. HUMANS HAVE BRAINS@danieleizans | #confab12 6
  7. AND BRAINS ARE TRICKY@danieleizans | #confab12 7
  8. PEOPLE THINK DIFFERENTLY@danieleizans | #confab12 8
  9. CONTEXT SHIFTS BY DEVICE@danieleizans | #confab12 9
  10. WE’RE CONSTANTLY WIRING@danieleizans | #confab12 10
  11. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  12. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  13. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  14. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  15. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  16. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  17. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  18. @danieleizans | #confab12 11 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/
  19. LIFE HAPPENS ...@danieleizans | #confab12 12
  20. CONTEXTS CHANGE@danieleizans | #confab12 13
  21. THINGS TO PONDER@danieleizans | #confab12 14
  22. THINGS TO PONDER - Machines - Brains - Cognitive Overload - Life@danieleizans | #confab12 14
  23. THINGS TO PONDER - Machines - Brains - Cognitive Overload - Life@danieleizans | #confab12 14
  24. THINGS TO PONDER@danieleizans | #confab12 14
  25. THINGS TO PONDER@danieleizans | #confab12 14
  26. BREAKING CONTEXT DOWN@danieleizans | #confab12 15
  27. ELEMENTS OF CONTEXT@danieleizans | #confab12 16
  28. ELEMENTS OF CONTEXT BEHAVIOR@danieleizans | #confab12 16
  29. ELEMENTS OF CONTEXT BEHAVIOR SITUATION@danieleizans | #confab12 16
  30. ELEMENTS OF CONTEXT BEHAVIOR SITUATION ENVIRONMENT@danieleizans | #confab12 16
  31. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needspreferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS@danieleizans | #confab12 17
  32. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT@danieleizans | #confab12 18
  33. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY@danieleizans | #confab12 19
  34. AMBIENT FACTORS@danieleizans | #confab12 20
  35. AMBIENT FACTORS@danieleizans | #confab12 20
  36. AMBIENT FACTORS@danieleizans | #confab12 20
  37. EVOLUTION OF USER CONTEXT@danieleizans | #confab12 21
  38. ANALYZING AND MODELING FOR CONTEXT@danieleizans | #confab12 22
  39. BE AN ETHNOGRAPHER@danieleizans | #confab12 23
  40. CONTEXTUAL INQUIRY Interview Contextual Inquiry Observation (Influenced by (Influenced by (Influenced by end Designer/Strategist) designer and user) user)@danieleizans | #confab12 24
  41. PRINCIPLES 1. Users must be interviewed in the context the content or system would be used. 2. Users are partners in the design/ strategy process 3. Strategists must interpret behavior, environment and user provided data to inform system design and strategy 4. Interviews must be focused without need for questionnaires@danieleizans | #confab12 25
  42. INQUIRY LEADS TO EMPATHY@danieleizans | #confab12 26
  43. @danieleizans | #confab12 27
  44. MENTAL MODELING Represent the “thought- and action- process used to achieve a set of goals in a narrowly defined scope.” - Indi Young@danieleizans | #confab12 28
  45. BUILD A HYPOTHESIS 29
  46. @danieleizans | #confab12 30
  47. CONTENT PLANNING@danieleizans | #confab12 31
  48. @danieleizans | #confab12 32
  49. ALTERNATE METHODS 1. Task Analysis 2. Participatory Design 3. Usability Testing 4. Focus Groups@danieleizans | #confab12 33
  50. APPLYING THE DATA@danieleizans | #confab12 34
  51. CONTEXT = ENGAGEMENT@danieleizans | #confab12 35
  52. CONTEXT MODELS SELF DIRECTED SITUATIONAL PREFERENTIAL@danieleizans | #confab12 36
  53. SELF-DIRECTED CONTEXTPlans for content based on auser initiated segmentationstrategy - Product Segment - Persona - Brand/Service Experience - Content Pathing/DecisionTreesExamples:Dell/Volkswagen UK/Verizon@danieleizans | #confab2012 37
  54. @danieleizans | #confab2012 38
  55. @danieleizans | #confab2012 39
  56. @danieleizans | #confab2012 40
  57. WHEN TO DEPLOY- Clear segments for contentexist (e.g. Shop, Own, Support)- High levels of user control andfreedom are necessary (e.g.research intensive, support)- Content exists across multipleplatforms requiring integration@danieleizans | #confab2012 41
  58. SITUATIONAL CONTEXTPlans for content based onperceived or actual situations- Physical Location- Time of Day- Ambient Data- Situational Specialty- Life Stage / EventExamples:Audi Roadside App| Clorox@danieleizans | #confab2012 42
  59. @danieleizans | #confab2012 43
  60. @danieleizans | #confab2012 44
  61. @danieleizans | #confab2012 45
  62. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex or stressful tasks require content to provide clarity@danieleizans | #confab2012 46
  63. PREFERENTIAL CONTEXTPlans for content based on userpreferences that have been:- Self reported- Assumed- Mined from social graphs- Driven by ambient data- Driven by product insights@danieleizans | #confab2012 47
  64. @danieleizans | #confab2012 48
  65. @danieleizans | #confab2012 49
  66. @danieleizans | #confab2012 50
  67. WHEN TO DEPLOY- Publishers have access andpermissions to user data- A recommendation engineor algorithm exist- A CMS is powering content- Products/Services have aheavy social component- In combination with Self-Directed Context@danieleizans | #confab2012 51
  68. SUCCESS AND OPTIMIZATION@danieleizans | #confab12 52
  69. SUCCESS =@danieleizans | #confab12 53
  70. ALIGN BUSINESS@danieleizans | #confab12 54
  71. BE CONTEXT@danieleizans | #confab12 55
  72. NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann @danieleizans | #confab12 56
  73. HUG AN IA@danieleizans | #confab12 57
  74. BEWARE OF@danieleizans | #confab12 58 Photo by: Mamasuco: http://www.flickr.com/photos/millets100fs/6275720409/
  75. CUTE BABY@danieleizans | #confab12 59
  76. THANKS.Web: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com@danieleizans | #confab2012 60
  77. Photo Sources:(Slide 7) Sleeping Woman - photographer: Subtle Mistakes(Slide 8) Man Thinking - photographer: Panther1619(Slide 8) Woman Thinking - photographer: Vishiro(Slide 9) Pair of cell phone users - photographer: ebjSP(Slide 9) Man on Laptop - photographer: Ed Yourdon(Slide 9) Man on iPad - Apple PR(Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from originalconcept created by Andrew HintonNote: All Photos Used were used with permission via a Creative Commons License or with expressed written permission ofowner. @danieleizans | #confab12 61

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