Context Modeling For Web Development


Published on

1 Comment
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Context Modeling For Web Development

  3. 3. DANIEL EIZANS - MODERN MOBILE PERSONAL PROFILE / SCENARIO CONTEXT MODELS Dan is a married, 30-year-old digital Self-Directed strategist at a large advertising agency. Preferential Active individual that spends a great deal CONTENT NEEDS of time taking part in outdoor activitie Video such as climbing, hiking, camping, fishing Configurator/Customizers and team sports. Photography Performance Data/Demos • Currently owns a 2003 Honda CR-V that he will keep for camping and hauling. • Car enthusiast who dreams of a vehicle BACKGROUND that he can enjoy on a commute or on a Relies primarily on OEM websites, racetrack 5% 4% third party reviews and technology 5% sites and magazines when Models in consideration: Honda researching vehicles Crosstour, Ford Mustang, Ford Taurus 20% 50% SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social @danieleizans 3Tuesday, January 10, 2012
  4. 4. LIFE HAPPENED ... @danieleizans 4Tuesday, January 10, 2012
  5. 5. MY CONTEXT CHANGED @danieleizans 5Tuesday, January 10, 2012
  6. 6. DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELS PERSONAL PROFILE / SCENARIO Situational Dan is a married, 31-year-old father of a Self-Directed two-month old boy. Attitudinal • By day Dan works as director of owned CONTENT NEEDS strategy at a large advertising agency. Video Detailed Spec Sheets • By night he prepares bottles, washes Current Offers cloth diapers and prepares to be spit up Trade-In Calculators on • Needs a vehicle that will accommodate car seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2% • He is currently in Market for a Ford third party reviews and technology Edge, Ford Explorer, Chevy Equinox sites and magazines when 23% and Honda CR-V researching vehicles He needs a vehicle that will allow him to Prefers to research and make initial 57% express his personal style and get his contact with dealer through online 18% child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping @danieleizans 6Tuesday, January 10, 2012
  7. 7. CONTENT HAS TO WORK HARDER @danieleizans 7Tuesday, January 10, 2012
  8. 8. 1 WHY CONTEXT? @danieleizans 8Tuesday, January 10, 2012
  9. 9. CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time @danieleizans 9Tuesday, January 10, 2012
  10. 10. PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability @danieleizans 10Tuesday, January 10, 2012
  11. 11. CONTENT STRATEGY Governance Creation • Guide (Tags /Meta Data / Best Practices / SEO) • Source (Where Does It Come From?) • Measure (Success Metrics / Refining Measures) • Execute (Production Method / Medium / Tone) • Maintain (Refresh Schedule / Removal Criteria) • Approval (Editing / Review) Delivery • Push (Where Does It Get Placed?) • Pull (What Information Do We Bring In?) • Exchange (What Partnerships Do We Leverage?)Tuesday, January 10, 2012
  12. 12. Consumer Soc. Media Analytics/ Product Insights Insight SEO Strategy Content Strategy Planning Sourcing Creation Governance Content strategists combine consumer insights and product strategy to yield messaging matrices. These matrices aid in the oversight of new content creation and provide key insights into the governance of all content living in the digital space.Tuesday, January 10, 2012
  13. 13. CONTENT STRATEGY AND PLANNING Planning } Helps to define: • Information • Ownership • Support Content strategy will help answer: • What messages should be communicated? • What medium supports the message? • What tone of voice should be used? • How long will it take to produce the content? • When should content be published? • What kinds of content need to be created?Tuesday, January 10, 2012
  14. 14. CONTENT STRATEGY AND SOURCING Sourcing } Helps to define: • What we have • Where the gaps are Content strategy will help answer: • Where is our content? (Content Inventories) • What content is missing? (Gap Analysis) • What content from our inventory exists to fill the gaps? • How will the new content be sourced? Is it: - Original - Co-Created - Curated - Third PartyTuesday, January 10, 2012
  15. 15. CONTENT STRATEGY AND CREATION Creation } Helps to define: • Who should produce • What do they need to be successful Content strategy will help answer: • What best practices and templates can be created to aid writers and content creators? • Who assists in final editing and serves as quality control? • What does the writer, editor or project management need to create content that adheres to product strategy and consumer insight to deliver against agreed upon metrics?Tuesday, January 10, 2012
  16. 16. CONTENT STRATEGY AND GOVERNANCE Governance } Helps to define: • Guidelines for content management • Creation or adjustment of metrics Content strategy will help answer: • When do we need to review, adjust or delete content? • What metrics do we need to determine if our content is successful? • Can content perform better in a different channel/medium based on current performance?Tuesday, January 10, 2012
  17. 17. Deliverables?Tuesday, January 10, 2012
  18. 18. CONTENT AUDITSTuesday, January 10, 2012
  19. 19. HEURISTIC REVIEWSTuesday, January 10, 2012
  20. 20. MESSAGING STRATEGIESTuesday, January 10, 2012
  21. 21. CONTENT STRATEGY ROADMAPSTuesday, January 10, 2012
  22. 22. USER PERSONAS Melanie Taylor - Potential Malibu Buyer Personal Profile Background Melanie is a hardworking, 31- • 31-year-old female year-old mother of one. • Yoga three times per week • Works as a radiology tech at her local She has never owned a new hospital vehicle and is in market to • Married for 5 years purchase or lease. She prides • Thinking about expanding her family in herself on balancing home, work the next three years and a busy personal life. Attributes She is a heavy user of social • Middle Class networking and social sharing • White Web sites. • Generation Y • Influenced by peers and online reviews In her quest for a new vehicle she • iPod and Smartphone user has utilized a variety of review • Spends time in social media (blogs, and research sites in addition to Facebook, Yelp!) discussing her decision with a variety of friends and family "I want a safe, reliable, family members. friendly vehicle that reflects my personal style." Melanies Needs From Asset Bank • Information about safety and engineering features • Running Footage • Photos and video that highlight vehicles styling • DVPOD • Guidance and education • Galleries !"#$%&%()#*+&( • Nameplate validation from peers or others • Targeted Print ,-.*"/( • Ability to gather and share information easily • BYO/Matte Art 0#()"#&1( • Catalog Images 2*%-3!-4#5( • Tours • Other ImagesTuesday, January 10, 2012
  23. 23. PUBLISHING PLANS Chevy Social Publishing Process PUBLISHER (CLIENT) SITE SOCIAL MEDIA EXECUTIVE CREATIVE STRATEGY MODERATOR EDITOR DIRECTOR (CE SITE) (CE-SOCIAL) (WS) (CE DIGITAL) EXPERIENCE WRITER WRITER DESIGNER (WS) (WS) (SHERMAN) Strategy Experience Planning Publisher Responsible for developing best Responsible for the planning, design, The Publisher (Chevy/GM Executive practices for content production, creation, editing and implementation of client) serves as Group director for managing nameplate specific personas social content. Collaborates with governing the production of all content. and providing editorial direction to Strategy and Publishing Executive to This role has final say over what Experience Planning Teams. Also adhere to agreed upon content content is used where and serves as serves as a review layer to ensure strategy plan and messaging matrix. keeper of editorial voice, style and content produced is on strategy and Provides raw assets to Content tone. Serves as chief report for all ready for governance. Management team for ingestion into a creation, management and experience Content Management System. planning leads.Tuesday, January 10, 2012
  24. 24. AND LOTS MORE ... Chevy Content Plan - as of 2/5/10 Aveo Camaro Cobalt/Cruze Corvette Malibu Impala Stories Stories Stories Stories Stories Stories !•.Owner Testimonal • Owner Testimonal •!Interview with Jonell •!C6.R To Debut on •!Interview with Cargo •!Interview with GM Smith, owner of iRacing System (w/ Experts on usable space Design about next • Interview with Aveo • What went into the about photos from Corvette for Malibu, Equinox and generation Impala Forums influencer Camaro Spring Edition expectations for Cruze Quarterly) Traverse. (http:// SEMA Camaro and • History of the Impala Tech Specs. • Interview with GM • ZR1 Technical Story • Safety testimonial from and its influence on forum/ Performance Division from Corvette Quarterly OnStar/Malibu owner. automotive design forumdisplay.php?f=11) about the Cruze Design (w/photos) Photos Photos Photos Photos Photos Photos •!GM Design Conceptual •!Gallery of C7 •!Ask users to submit •!Gallery of user • User submitted •!Gallery of the evolution Drawings Gallery Conceptual drawings photos of their modified Impalas and photos of their modified of the Camaro. customized Chevy gallery of race-reay Aveos. • Cruze around the world • Gallery of the history of Malibus. Impalas from NASCAR • User submitted photos • Gallery of Aveo RS of their modified gallery including WTCC Corvette show car Camaros. car. Video Video Video Video Video Video • Interview with GM • Interview with GM •!ZR1 Testing at •!How To: Install a car •!How To: Install a car •!Tour of thoughtful seat in a Impala Design about the Design Team about Nurburgring seat in a Malibu functionality (i.e. cell design of the Aveo Rabid Fan Response to phone space, sunglasses • Road Stories: Extreme Concept initial vehicle success. • Video of performance • Road Stories: Interview holder in grab bar) Interview with Impala Vehicle testing of Corvette Grand with Malibu owners. • Competition Vs. Sport at Milford Proving owners.. • Design videos of Cruze • How to Pack Your Camaro comparison Grounds. • Competitive owners test durability testing and • Look at Impala design Dorm room into an video. drive Malibu and provide quality testing from from past to modern Aveo • Performance Features background on Chevy around the world. day, with GM Design series (Which perception and vehicle. • Competitive owners accessories, tweaks and features boost • Google/YouTube first look at Cruze and performance and why) annotated videos (Photo their vehicle and their Hunt Style) reaction.Tuesday, January 10, 2012
  25. 25. WHAT IT DELIVERS @danieleizans 25Tuesday, January 10, 2012
  26. 26. CONTEXT = ENGAGEMENT @danieleizans 26Tuesday, January 10, 2012
  27. 27. @danieleizans 27Tuesday, January 10, 2012
  28. 28. HUMANS = ROBOTS @danieleizans 28Tuesday, January 10, 2012
  29. 29. ROBOTS HAVE WIRES @danieleizans 29Tuesday, January 10, 2012
  30. 30. HUMANS HAVE BRAINS @danieleizans 30Tuesday, January 10, 2012
  31. 31. AND BRAINS ARE TRICKY @danieleizans 31Tuesday, January 10, 2012
  32. 32. PEOPLE THINK DIFFERENTLY @danieleizans 32Tuesday, January 10, 2012
  33. 33. CONTEXT SHIFTS BY DEVICE @danieleizans 33Tuesday, January 10, 2012
  34. 34. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc. @danieleizansTuesday, January 10, 2012
  35. 35. BE AN ETHNOGRAPHER @danieleizans 35Tuesday, January 10, 2012
  36. 36. ANALYZING USER 2 CONTEXTS @danieleizans 36Tuesday, January 10, 2012
  37. 37. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needs preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS @danieleizans 37Tuesday, January 10, 2012
  38. 38. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT @danieleizans 38Tuesday, January 10, 2012
  39. 39. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans 39Tuesday, January 10, 2012
  40. 40. EVOLUTION OF USER CONTEXT @danieleizans 40Tuesday, January 10, 2012
  41. 41. 3 MENTAL AND CONTEXT MODELS FOR CONTENT WORK @danieleizans 41Tuesday, January 10, 2012
  42. 42. MENTAL MODELS Represent the “thought- and action-process used to achieve a set of goals in a narrowly defined scope.” - Indi Young 42Tuesday, January 10, 2012
  43. 43. START WITH EMPATHY 43Tuesday, January 10, 2012
  44. 44. BUILD A HYPOTHESIS 44Tuesday, January 10, 2012
  45. 45. CONTEXT MODELS Self Directed Situational Preferential Attitudinal @danieleizans 45Tuesday, January 10, 2012
  46. 46. SELF-DIRECTED CONTEXT Plans for content based on a user initiated segmentation strategy - Product - Persona - Brand/Service Experience - Content Pathing/Decision Trees Examples: Volkswagen UK | Ford EV For Me @danieleizans 46Tuesday, January 10, 2012
  47. 47. WHEN TO DEPLOY - Clear segments for content exist (e.g. Shop, Own, Support) - High levels of user control and freedom are necessary (e.g. research intensive Engagements) - Content exists across multiple platforms @danieleizans 47Tuesday, January 10, 2012
  48. 48. REQUIREMENTS RESEARCH - Stakeholder Interviews - User Panels / Interviews - Competitive Analysis - Light Usability Testing DATA NEEDS - Site Side Analytics (SSA) Analysis - Content Metrics @danieleizans 48Tuesday, January 10, 2012
  49. 49. SITUATIONAL CONTEXT Plans for content based on perceived or actual situations - Physical Location - Time of Day - Ambient Data - Product Specialty - Life Stage / Event - Device Limitations & Strengths Examples: | @danieleizans 49Tuesday, January 10, 2012
  50. 50. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity @danieleizans 50Tuesday, January 10, 2012
  51. 51. REQUIREMENTS RESEARCH: - Use case scenarios - Behavioral/Ethnographic data DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Legal Permissions - Privacy Permissions NOTE: Needs may vary depending on the execution. @danieleizans 51Tuesday, January 10, 2012
  52. 52. PREFERENTIAL CONTEXT Plans for content based on user preferences that have been: - Self reported - Assumed - Mined from social graphs - Driven by ambient data - Driven by product insights Examples: Amazon | Yelp! @danieleizans 52Tuesday, January 10, 2012
  53. 53. WHEN TO DEPLOY - Publishers have access and permissions to user data - A recommendation engine or algorithm exist - A CMS is powering content - Products/Services have a heavy social component - In combination with Self- Directed Context @danieleizans 53Tuesday, January 10, 2012
  54. 54. REQUIREMENTS RESEARCH: - Use Case - Behavioral - Taxonomic - Usability Testing - Intercept Testing DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Taxonomy Strategy - Privacy Permissions @danieleizans 54Tuesday, January 10, 2012
  55. 55. ATTITUDINAL CONTEXT Plans for content refinement based on mined user data from: - Self reported survey - Site search analytics - Intercept/opinion studies - Qualitative panels Examples: Various Mobile Apps | | Apple @danieleizans 55Tuesday, January 10, 2012
  56. 56. WHEN TO DEPLOY - Budget allows for study - Content/Navigation or Platform elements are ineffective - Numerous segments are engaged with key site areas - Product, service dictate frequent analysis of satisfaction @danieleizans 56Tuesday, January 10, 2012
  57. 57. REQUIREMENTS RESEARCH - Opinion Survey - Intercept Studies - Panel Testing - Usability Testing Data - Governance Plan - Analytics Support - Effectiveness Measures - Optimization Plan @danieleizans 57Tuesday, January 10, 2012
  58. 58. 4 CASE STUDY @danieleizans 58Tuesday, January 10, 2012
  59. 59. Tuesday, January 10, 2012
  60. 60. THE SITUATION Chevrolet was losing market share among the compact segment in the South Central United States. Mentions of it’s offering, the Cobalt, were down despite an enthusiasm for the vehicle. 60Tuesday, January 10, 2012
  61. 61. THE OPPORTUNITY Through auditing the social media space and interviewing Cobalt enthusiasts in the target city and understanding what they liked to do with their vehicles, we were able to create a custom magazine to cater to enthusiasts and attract new customers to Chevrolet. 61Tuesday, January 10, 2012
  62. 62. COBALT MAGAZINE 62Tuesday, January 10, 2012
  63. 63. TOOLS USED • Context Analysis • Content Strategy • Social Media Analysis • Custom Publishing 63Tuesday, January 10, 2012
  64. 64. RESULTS • A 400 percent increase of mentions of the Cobalt in target markets • More than 100 incremental sales directly attributed to content across 6 issues. • Approval to expand to other vehicles 64Tuesday, January 10, 2012
  65. 65. * TYING IT TOGETHER @danieleizans 65Tuesday, January 10, 2012
  66. 66. NOT OUR USERS | Flickr User Tom Weilenmann @danieleizans 66Tuesday, January 10, 2012
  67. 67. EVOLVING TECHNOLOGY “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man) @danieleizans 67Tuesday, January 10, 2012
  68. 68. BE THE LADDER You User | Flickr User: kfjmiller @danieleizans 68Tuesday, January 10, 2012
  69. 69. ENGAGEMENT ECONOMY @danieleizans 69Tuesday, January 10, 2012
  70. 70. OPTIMIZE BY ... 1. Collaborating with UX/Research/Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting 5. Refining some more @danieleizans 70Tuesday, January 10, 2012
  71. 71. BE USER CENTRIC “ The way the mind works when its looking at something is totally different than the way the mind works when its USING something. @danieleizans ” - Gerry McGovern 5 Sept. 2011 71Tuesday, January 10, 2012
  72. 72. CUTE BABY @danieleizans 72Tuesday, January 10, 2012
  73. 73. 5 QUESTIONS? @danieleizans 73Tuesday, January 10, 2012
  74. 74. THANKS. Daniel Eizans Web: Twitter: @danieleizans SlideShare: LinkedIn: E: @danieleizans 74Tuesday, January 10, 2012