The Future of Identification


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Keynote originally given at Web and PHP Conference 2013

People are no longer satisfied with flat, single output websites that do nothing to personalize themselves to the needs and differences of each viewer. With the wealth of data and interaction mining techniques being employed in everything from online sites to brick and mortar stores, we are truly seeing a major industry shift towards automatic personalization.

The future of user identification and personalization will not be in the act of logging in, it will be in mining the interaction of users with those sites, creating personality graphs and tracking the emotional state of each person based on their actions. Through these techniques you can deliver customized content, recommendations, and a fully personalized user experience that changes right along with each person.

Published in: Technology

The Future of Identification

  1. 1. The Future of Identification Personalization Through Interaction Jonathan LeBlanc Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc
  2. 2. The Age of Online Identity
  3. 3. You can determine the personality profile of a person based on what they interact with
  4. 4. Psychology Meets Technology
  5. 5. What they know What they know they don’t know What they don’t know even exists
  6. 6. Everything you know Learning something new
  7. 7. Building the Personality Profile
  8. 8. Our Subject Material HTML content is unstructured There are some pretty bad web practices on the interwebz You can’t trust that anything semantically valid will be present
  9. 9. Start with Base Linguistics
  10. 10. Weighting Keywords Page Data
  11. 11. Weighting Important Data
  12. 12. Expanding to Phrases
  13. 13. Working with Hidden Users
  14. 14. Time Interactions and Identity
  15. 15. Applying Emotional Design
  16. 16. Color Theory & the Base Level Primary color Principal Emotion Filler Color Neutral Glue Accent colors Secondary Response
  17. 17. Some Color Theory may be BS…
  18. 18. Much is Based in Science Birds with brightly colored leg bands higher on the mating ranks. Red clothing in competition sports lead to higher win rate.
  19. 19. Culture Makes a Difference Australian Aboriginals: Land, earth Celtic: Death, afterlife China: Good luck, celebration Cherokees: Success, triumph Hebrew: Sacrifice, sin India: Purity South Africa: Color of mourning Eastern: Happiness and prosperity Western: Excitement, danger, love, passion
  20. 20. Putting Data + Emotions Together
  21. 21. Understanding the Path What is the path the user takes? The Path the User Takes
  22. 22. What the User Cares About Measuring time on page to give insight into user topic interest Topic Interest from Time on Page
  23. 23. Managing Irrelevant Content Remove / hide content based on user profile and state
  24. 24. Traits of the Bored Distraction Repetition Tiredness Reasons for Boredom Lack of interest Readiness Acting on Disinterest / Boredom
  25. 25. Highlighting on Agitated Behavior Highlight relevant content to reduce agitated behavior
  26. 26. Expanding Identity via Commonality
  27. 27. Thank You! Jonathan LeBlanc (@jcleblanc) Head of Developer Evangelism (North America) PayPal | Developer Twitter: @jcleblanc