LEMONADE OUT OF LEMONSDesign increases your data’s value to your usersSemTech East • Washington DC • 1 December 2011      ...
duane      degler                @ddegler                                                              cant this          ...
jasmin                                                              2002                                                  ...
Raw     ingredient                                 =                         Data© J. Phua & D.Degler • Design for Context...
Value of your data USER EXPERIENCE                                                          USER GOAL What do you know abo...
design perspective                Goals                Motivation                Triggers                                 ...
Fathers Day 2011     Proactive behavior     Context-sensitive              X      Relevance© J. Phua & D.Degler • Design f...
what went wrong?                                     “Is Gmail really nagging its users about such a personal topic”      ...
presumptuous design                                               Did users know that it was Fathers Day?               Ve...
people are complexUsers                            Goals                                      ?                  Situation...
INTERACTING WITH DATA© J. Phua & D.Degler • Design for Context • 1 December 2011   11
How do users interact with your data?                                                 CONSUMER              CURATOR       ...
CONSUMER                                 CONSUME ::                                 Looking for answers, suggestions, reso...
Data consumer :: granularity and structure © J. Phua & D.Degler • Design for Context • 1 December 2011   14
Data consumer :: granularity and structure                                              design for bite-sized chunks © J. ...
Data consumer :: relationships © J. Phua & D.Degler • Design for Context • 1 December 2011   16
Data consumer :: context, expectations, supportwow! Is attending meetupsyour full-time job?                          Xnot ...
Data consumer :: context, expectations, support                          A third party (meetup organizer) has become      ...
Data consumer :: context, expectations, support                                                                           ...
Data Consumer to Data Curator                                                                 feedback    CONSUME         ...
Data consumer :: low friction interaction                                        design for availability and access © J. P...
Moving from consuming to curating                        User-surfaced perspectives of your content© J. Phua & D.Degler • ...
CURATOR                               CURATE ::                               Refining, supplementing, adding value, offer...
Data curation :: enable surfacing of relationships                                                      design to manage r...
Data curation :: embedding opportunities                                                       design for serendipity © J....
Data Curator to Data Creator                                                                structure     CURATE          ...
CREATE ::                               Express or produce something that creates a complete whole             CREATOR  DE...
Moving from curation to creation                                                      How do you support                  ...
Data creation :: assembling content » curatorial perspective © J. Phua & D.Degler • Design for Context • 1 December 2011  ...
Data creator :: anticipate capabilities                                                                              bring...
Data creator :: relationships from your content environment                                                               ...
Data creator :: smart metadata opportunities © J. Phua & D.Degler • Design for Context • 1 December 2011   32
Data creator :: support narrative structures                                                               Comparison     ...
Data Creation & Curation to Data Collaboration                                            COLLABORATECONSUME              ...
COLLABORATE ::COLLABORATOR                                    Working with others towards a shared experience,            ...
Data Collaboration: applied context                                                               filter bubble issue     ...
Data Collaboration: applied context  I want seafood pasta       As long as there are       vegetarian optionsthat place on...
Thank you                           jasmin@designforcontext.com                           duane@designforcontext.comwww.de...
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Lemonade out of Lemons: Design increases your data’s value to your users

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Presented at the Semantic Tech DC Conference, 1 December 2011

• How applying meaningful design can help users engage with data
• Some what-if scenarios on using the semantic web and linked data to extend existing sites and services
• Examples of design models that are particularly useful for the world of linked data

Published in: Technology, Business
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Lemonade out of Lemons: Design increases your data’s value to your users

  1. 1. LEMONADE OUT OF LEMONSDesign increases your data’s value to your usersSemTech East • Washington DC • 1 December 2011 Duane Degler @ddegler duane@designforcontext.com www.designforcontext.com Jasmin Phua @jasphua jasmin@designforcontext.com
  2. 2. duane degler @ddegler cant this be easier to do?© J. Phua & D.Degler • Design for Context • 1 December 2011 2
  3. 3. jasmin 2002 phua @jasphua© J. Phua & D.Degler • Design for Context • 1 December 2011 3
  4. 4. Raw ingredient = Data© J. Phua & D.Degler • Design for Context • 1 December 2011 4
  5. 5. Value of your data USER EXPERIENCE USER GOAL What do you know about the user? Why am I here? What are they interacting with? design with intent before during after© J. Phua & D.Degler • Design for Context • 1 December 2011
  6. 6. design perspective Goals Motivation Triggers User Experience Mental model Situation Expectations Familiarity Urgency Specificity Completeness Complexity Preferences How does the design align with your goals?© J. Phua & D.Degler • Design for Context • 1 December 2011 6
  7. 7. Fathers Day 2011 Proactive behavior Context-sensitive X Relevance© J. Phua & D.Degler • Design for Context • 1 December 2011 7
  8. 8. what went wrong? “Is Gmail really nagging its users about such a personal topic” ! sion "..recently lost my dad...incredibly mocking" inva "I dont have a father, and I dont appreciate being reminded"© J. Phua & D.Degler • Design for Context • 1 December 2011 8
  9. 9. presumptuous design Did users know that it was Fathers Day? Very likely “ insensitive mocking EXPECTATIONS vs „ nagging dont appreciate PRESUMPTIONS »  Location / context in system what if it was only on the calendar? »  No user control »  Perspective: "reminder" »  Action: "Call..." design with intent© J. Phua & D.Degler • Design for Context • 1 December 2011 9
  10. 10. people are complexUsers Goals ? Situation »  User Experience •  Relevant •  Integrated •  Illuminating •  Personal •  ...and have •  Social Mobile complex needs •  •  Location-aware Situated •  Temporal •  Multi-modal© J. Phua & D.Degler • Design for Context • 1 December 2011 10
  11. 11. INTERACTING WITH DATA© J. Phua & D.Degler • Design for Context • 1 December 2011 11
  12. 12. How do users interact with your data? CONSUMER CURATOR »  Why is the user here? »  What are they interacting with? »  How much do you need to know about the user? »  How does this align with your goals? COLLABORATOR CREATOR © J. Phua & D.Degler • Design for Context • 1 December 2011 12
  13. 13. CONSUMER CONSUME :: Looking for answers, suggestions, resources, diversion DESIGN GOALS »  Reduce noise »  Increase signal »  Supporting progress »  Bite-size chunks – structure and granularity HOW TO HELP »  Provide control THE USER? »  Make it accessible and frictionless »  Create opportunities to capture users perspectives and interests © J. Phua & D.Degler • Design for Context • 1 December 2011 13
  14. 14. Data consumer :: granularity and structure © J. Phua & D.Degler • Design for Context • 1 December 2011 14
  15. 15. Data consumer :: granularity and structure design for bite-sized chunks © J. Phua & D.Degler • Design for Context • 1 December 2011 15
  16. 16. Data consumer :: relationships © J. Phua & D.Degler • Design for Context • 1 December 2011 16
  17. 17. Data consumer :: context, expectations, supportwow! Is attending meetupsyour full-time job? Xnot MY meetups whats mine? which one am I attending? why are these showing up? © J. Phua & D.Degler • Design for Context • 1 December 2011 17
  18. 18. Data consumer :: context, expectations, support A third party (meetup organizer) has become intermediary for YOUR context © J. Phua & D.Degler • Design for Context • 1 December 2011 18
  19. 19. Data consumer :: context, expectations, support Quantified Self » see related interest topics Less More like like this this I dont want suggestions for this design for control © J. Phua & D.Degler • Design for Context • 1 December 2011 19
  20. 20. Data Consumer to Data Curator feedback CONSUME CURATE added value perception of value & relevance frictionless© J. Phua & D.Degler • Design for Context • 1 December 2011 20
  21. 21. Data consumer :: low friction interaction design for availability and access © J. Phua & D.Degler • Design for Context • 1 December 2011 21
  22. 22. Moving from consuming to curating User-surfaced perspectives of your content© J. Phua & D.Degler • Design for Context • 1 December 2011 22
  23. 23. CURATOR CURATE :: Refining, supplementing, adding value, offering perspectives, helping out DESIGN GOALS »  Lighter weight data entry responsibilities and engagement »  User engagement adds value without pre- requisite knowledge or experience »  Support the users understanding beyond creation needs »  Enable users to surface relationships HOW TO HELP »  Embedding opportunities into the consumer THE USER? interface meaningfully© J. Phua & D.Degler • Design for Context • 1 December 2011 23
  24. 24. Data curation :: enable surfacing of relationships design to manage risk © J. Phua & D.Degler • Design for Context • 1 December 2011 24
  25. 25. Data curation :: embedding opportunities design for serendipity © J. Phua & D.Degler • Design for Context • 1 December 2011 25
  26. 26. Data Curator to Data Creator structure CURATE CREATE supplement produce a complete whole investment © J. Phua & D.Degler • Design for Context • 1 December 2011 26
  27. 27. CREATE :: Express or produce something that creates a complete whole CREATOR DESIGN GOALS »  All the capabilities and resources to produce a finished product should be at hand »  If structure is important, then structure should be supported »  Reduce redundancy in user interactions via HOW TO HELP accelerators THE USER? »  Anticipate capabilities and resources needed »  Provide structure where encouraged and appropriate© J. Phua & D.Degler • Design for Context • 1 December 2011 27
  28. 28. Moving from curation to creation How do you support the curate-to-create transition? © J. Phua & D.Degler • Design for Context • 1 December 2011 28
  29. 29. Data creation :: assembling content » curatorial perspective © J. Phua & D.Degler • Design for Context • 1 December 2011 29
  30. 30. Data creator :: anticipate capabilities bring relevance and context from your content environment extend composition to support narrative structures provide smart metadata opportunities © J. Phua & D.Degler • Design for Context • 1 December 2011 30
  31. 31. Data creator :: relationships from your content environment searches are brute force ways to assemble and tune content © J. Phua & D.Degler • Design for Context • 1 December 2011 31
  32. 32. Data creator :: smart metadata opportunities © J. Phua & D.Degler • Design for Context • 1 December 2011 32
  33. 33. Data creator :: support narrative structures Comparison „ Quote “ Montage Procedural / Sequential 1.   2.   3.   Rating and Review © J. Phua & D.Degler • Design for Context • 1 December 2011 33
  34. 34. Data Creation & Curation to Data Collaboration COLLABORATECONSUME CURATE CREATE © J. Phua & D.Degler • Design for Context • 1 December 2011 34
  35. 35. COLLABORATE ::COLLABORATOR Working with others towards a shared experience, community, or vision DESIGN GOALS »  Make information available in a consumable manner »  Support human agent dialogues; online-offline »  Transparency HOW TO HELP »  Increase exposure and awareness of context THE USER? »  Support articulation of differing perspectives © J. Phua & D.Degler • Design for Context • 1 December 2011 35
  36. 36. Data Collaboration: applied context filter bubble issue design for transparency and awareness © J. Phua & D.Degler • Design for Context • 1 December 2011 36
  37. 37. Data Collaboration: applied context I want seafood pasta As long as there are vegetarian optionsthat place on Via dei Millenear Piazza Amedeo Coffee, must have good coffee Lets find a place where we can sit outside © J. Phua & D.Degler • Design for Context • 1 December 2011 37
  38. 38. Thank you jasmin@designforcontext.com duane@designforcontext.comwww.designforcontext.com

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