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Top user tasks in 'static' and 'mobile' contexts - Intelligent Content Conference 2014 - San Jose, CA

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Top user tasks in 'static' and 'mobile' contexts - Intelligent Content Conference 2014 - San Jose, CA

  1. 1. Intelligent Content Conference: Breaking Down Barriers To p U s e r Ta s k s i n ’Static’ and ‘Mobile’ Contexts C h r i s t i a a n W. L u s t i g senior strategist, research & strategy director at Sabel Online @ChristiaanWLstg P h o t o b y A c i d P i x —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / a c i d p i x / 5 7 2 1 9 3 4 1 0 8 /
  2. 2. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie P h o t o b y R o b S p o t s —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / 9 3 3 8 8 1 5 7 @ N 0 7 / 9 0 0 0 5 6 3 4 4 6 /
  3. 3. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie
  4. 4. Intelligent Content Conference: Breaking Down Barriers “There is no mobile web” –Stephen Hay @ChristiaanWLstg P h o t o b y I n d i g o S k i e s P h o t o g r a p h y —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / i n d i g o s k i e s / 6 5 2 3 2 7 5 5 1 3 /
  5. 5. Intelligent Content Conference: Breaking Down Barriers “There is no mobile context” – S t e p h a n i e R i e g e r, J e f f E a t o n , Karen McGrane et al. @ChristiaanWLstg
  6. 6. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie P h o t oPb yoD a n b yu I—   hitgp : / / w w e . r eP h s s t o g r a y. o ry .—   w pt po n t e n w wp lfo i c k / 2c o 3 / 0 3 /h 6 9 6 3s2/_i3 5d i0g o 7 3 6 5 6 9 1 _5 2 0 6 27 5 6 0 73 / . j p g h t o L i n d t o S k i w s c e o m o n k e p h g n z / h t - c : / / w t / u . l a d s r. 0 1 m / p 1 o t o n 6 26 skies/6 13 32 19 51 _o
  7. 7. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg P h o t o b y A n d r é M u t a n g s —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m u t a n g a - p h o t o g r a p h i e / 8 0 5 3 2 2 9 0 4 8 /
  8. 8. Intelligent Content Conference: Breaking Down Barriers 60% 45% 30% 45% 55% 15% 0% @ChristiaanWLstg Dec 2012 Jan 2014 http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx
  9. 9. Intelligent Content Conference: Breaking Down Barriers 80% 70% 60% 50% 40% @ChristiaanWLstg 72% 60% end 2012 Q3 13 h t t p : / / w w w . t e l e c o m p a p e r. c o m / r e s e a r c h / d u t c h - s m a r t p h o n e - u s e r - q 3 - 2 0 1 3 - - 9 7 3 9 6 8
  10. 10. Intelligent Content Conference: Breaking Down Barriers “Americans deserve a government that works for them anytime, anywhere, and on any device.” –Barack Obama, 23 May 2012 @ChristiaanWLstg P h o t o b y t h e U S A r m y —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s o l d i e r s m e d i a c e n t e r / 4 0 9 7 6 9 9 7 8 5 /
  11. 11. Intelligent Content Conference: Breaking Down Barriers “The importance of comprehending context — circumstances and conditions that surround a place, thing, or event — within the mobile environment cannot be overstated.” —Cameron Moll, 9 March 2007 (!) @ChristiaanWLstg P h o t o b y F a r o u q Ta j —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / f a r o u q t a j / 6 7 4 4 8 0 5 5 3 3 /
  12. 12. Intelligent Content Conference: Breaking Down Barriers If there is such a thing as a mobile context, how do you know what it is? @ChristiaanWLstg P h o t o b y E l i o t P h i l l i p s —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / h a c k a d a y / 6 8 4 2 0 2 3 3 1 8 /
  13. 13. Intelligent Content Conference: Breaking Down Barriers Site stats are corrupted by how easy — or how hard! — it is to find your content. @ChristiaanWLstg @ChristiaanWLstg P h o t o b y U W W R e s N E T —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / u w w r e s n e t / 6 2 8 0 8 8 0 0 3 4 /
  14. 14. Intelligent Content Conference: Breaking Down Barriers What if people actually 
 want a different book? @ChristiaanWLstg P h o t o b y R o o R e y n o l d s —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / r o o r e y n o l d s / 2 8 9 9 4 8 6 6 3 1 /
  15. 15. Intelligent Content Conference: Breaking Down Barriers Long Tail versus Long Neck @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie P h o t o b y C o l i n t h e S c o t t —   h t t p : / / w w w . f l i c k r. c o m / p h o t o s / c o l i n t h e s c o t / 9 4 8 0 2 2 4 8 9 3 /
  16. 16. Intelligent Content Conference: Breaking Down Barriers Facts, not opinion @ChristiaanWLstg
  17. 17. Intelligent Content Conference: Breaking Down Barriers 4-6 top tasks
 20% of points 40-60 bottom tasks = 20% points @ChristiaanWLstg
  18. 18. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie
  19. 19. Intelligent Content Conference: Breaking Down Barriers One of the four major 
 University Medical Centers 
 in the Netherlands @ChristiaanWLstg P h o t o b y Y v o P l u y m a k e r s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / y v o - p l u y m a k e r s / 3 7 4 3 9 9 1 1 8 4 /
  20. 20. Intelligent Content Conference: Breaking Down Barriers On the go or on the couch? @ChristiaanWLstg P h o t o b y A n d r e a W r e n — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m i s s u s _ m o p / 2 4 2 2 9 2 5 6 2 /
  21. 21. Intelligent Content Conference: Breaking Down Barriers In which situation do you most often visit the UMC website?   a. F r o m h o m e b. F r o m m y o f f i c e o r p r a c t i c e , o r f r o m m y w o r k place in the hospital c. O n m y w a y t o t h e h o s p i t a l d. I n t h e h o s p i t a l f o r a n a p p o i n t m e n t , v i s i t o r admission @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie
  22. 22. Intelligent Content Conference: Breaking Down Barriers Home Offce, practice On my way In the hospital 1.875 615 7 208 0 @ChristiaanWLstg 500 1000 1500 2000
  23. 23. Intelligent Content Conference: Breaking Down Barriers To p t a s k s i n ‘ s t a t i c ’ c o n t e x t # TA S K C. % C . TA S K S 1 Treatment 4.6% 1.2% 2 Disease/condition 8.9% 2.3% 3 Contact details 13.2% 3.5% 4 My patient records 16.7% 4.7% 5 Appointments 19.9% 5.8% 6 Scientific research 22.9% 7.0% 7 Referrals procedure 25.9% 8.1% @ChristiaanWLstg
  24. 24. Intelligent Content Conference: Breaking Down Barriers To p t a s k s i n ‘ m o b i l e ’ c o n t e x t # TA S K C. % C . TA S K S 1 Appointments 4.1% 1.2% 2 Admission 8.3% 2.3% 3 Disease/condition 12.2% 3.5% 4 Waiting times 16.2% 4.7% 5 Treatments 19.7% 5.8% 6 Examination and diagnosis 23.0% 7.0% 7 Treatment teams 25.9% 8.1% @ChristiaanWLstg
  25. 25. Intelligent Content Conference: Breaking Down Barriers Difference between ‘static’ & ‘mobile’ contexts # ‘ S TAT I C ’ ‘MOBILE’ D I F F. 1 Treatment Appointments +4 2 Disease/condition Admission +28 3 Contact details Disease/condition -1 4 Viewing and updating my records Waiting times +15 5 Appointments Treatment -4 6 Scientific research Examination and diagnosis +4 7 Referrals procedure Treatment teams +15 @ChristiaanWLstg
  26. 26. Intelligent Content Conference: Breaking Down Barriers One of the two largest regional electricity network operators 
 in the Netherlands @ChristiaanWLstg P h o t o b y N e d e r l a n d i n f o t o ' s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d o r d r e c h t - h o l l a n d / 1 0 3 8 3 5 2 9 6 0 6 /
  27. 27. Intelligent Content Conference: Breaking Down Barriers In which situation do you most often us the intranet?   a. D u r i n g w o r k i n t h e o f f i c e o r f r o m h o m e b. D u r i n g w o r k o u t s i d e t h e o f f i c e @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie
  28. 28. Intelligent Content Conference: Breaking Down Barriers Office or home Outside office 1.392 158 0 @ChristiaanWLstg 350 700 1.050 1.400
  29. 29. Intelligent Content Conference: Breaking Down Barriers Do you need job-related information when you’re traveling to or from work? @ChristiaanWLstg Hoofdtekst - niveau één Hoofdtekst - niveau twee Hoofdtekst - niveau drie
  30. 30. Intelligent Content Conference: Breaking Down Barriers Yes 378 No 874 0 @ChristiaanWLstg 225 450 675 900
  31. 31. Intelligent Content Conference: Breaking Down Barriers To p t a s k s i n ‘ s t a t i c ’ c o n t e x t # TA S K C. % C . TA S K S 1 Find a colleague 12.27% 1.08% 2 Write hours 21.10% 2.15% 3 Personal budget 28.52% 3.23% 4 Alliander-wide news 34.95% 4.30% 5 Leave 40.84% 5.38% 6 Share documents 45.90% 6.45% 7 Work instructions and manuals 49.56% 7.53% @ChristiaanWLstg
  32. 32. Intelligent Content Conference: Breaking Down Barriers To p t a s k s i n ‘ m o b i l e ’ c o n t e x t # TA S K C. % C . TA S K S 1 Personal budget 12.13% 1.08% 2 Write hours 19.46% 2.15% 3 Leave 26.61% 3.23% 4 Find a colleague 33.39% 4.30% 5 Remuneration and allowances 39.46% 5.38% 6 Logistics and materials catalog 44.02% 6.45% 7 Work instructions and manuals 47.75% 7.53% @ChristiaanWLstg
  33. 33. Intelligent Content Conference: Breaking Down Barriers Difference between ‘static’ & ‘mobile’ contexts # ‘ S TAT I C ’ ‘MOBILE’ D I F F. 1 Find a colleague Personal budget 2 Write hours Write hours 3 Personal budget Leave +2 4 Alliander-wide news Find a colleague -3 5 Leave Remuneration and allowances +6 6 Share documents Logistics and materials catalog +15 7 Work instructions and manuals Work instructions and manuals @ChristiaanWLstg +2
  34. 34. Intelligent Content Conference: Breaking Down Barriers “Such a small group won’t do, mister!” @ChristiaanWLstg P h o t o b y P n P ! — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / p n p / 5 5 8 8 3 1 5 2 7 8 /
  35. 35. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg
  36. 36. Intelligent Content Conference: Breaking Down Barriers @ChristiaanWLstg
  37. 37. Intelligent Content Conference: Breaking Down Barriers How do I deal with all this? @ChristiaanWLstg P h o t o b y R e u b e n S t a n t o n — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / a b s e n t / 2 1 5 7 0 5 7 4 7 5 /
  38. 38. Intelligent Content Conference: Breaking Down Barriers ‘How will you actually know which context someone is in when they access your site?” – S a r a Wa c h t e r- B o e t t c h e r @ChristiaanWLstg P h o t o b y N a t h a n M e i j e r — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / n p m e i j e r / 8 2 7 2 0 8 7 4 6 2 /
  39. 39. Intelligent Content Conference: Breaking Down Barriers Device ≠ context @ChristiaanWLstg P h o t o b y C h r i s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / c h r i s i n p l y m o u t h / 7 2 7 8 1 1 0 9 0 8 /
  40. 40. Intelligent Content Conference: Breaking Down Barriers Task + location + network + device ≈ context @ChristiaanWLstg @ChristiaanWLstg P h o t o b y H a a g s U i t b u r o — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / h a a g s u i t b u r o / 7 5 2 6 2 9 0 2 8 6 /
  41. 41. Intelligent Content Conference: Breaking Down Barriers 1. W h a t d o e s m y c o n d i t i o n i n v o l v e ? 2. W h i c h t r e a t m e n t i s u s u a l l y p r e s c r i b e d ? 3. H o w d o I f i n d a s p e c i a l i s t d o c t o r ? @ChristiaanWLstg P h o t o b y J a c k A m i c k — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s p y k e r 3 2 9 2 / 6 3 4 5 9 5 3 3 6 1 /
  42. 42. Intelligent Content Conference: Breaking Down Barriers 1. W h e r e d o I n e e d t o r e p o r t ? 2. W h a t m i g h t I e x p e c t d u r i n g a d m i s s i o n ? 3. A r e t h e r e a n y d e l a y s w i t h m y a p p o i n t m e n t ? @ChristiaanWLstg P h o t o b y J ü r g S t u k e r — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / j s t u k e r / 9 2 3 4 6 0 3 5 0 8 /
  43. 43. Intelligent Content Conference: Breaking Down Barriers User profile @ChristiaanWLstg P h o t o b y D a n i e l G i e s — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d a n i e l _ g i e s / 5 4 2 7 3 8 6 3 7 6 /
  44. 44. Intelligent Content Conference: Breaking Down Barriers 1. W h o h a s t h e e x p e r t i s e t o h e l p m e o n a p r o j e c t ? 2. W h a t ’s t h e l a t e s t c o m p a n y n e w s ? 3. W h i c h d o c u m e n t s d i d m y c o l l e a g u e s s h a r e t o d a y ? @ChristiaanWLstg P h o t o b y K a i C h a n V o n g — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / k a i c h a n v o n g / 3 3 3 0 2 8 1 1 3 6 /
  45. 45. Intelligent Content Conference: Breaking Down Barriers 1. H o w d o I f i x t h i s i s s u e ? 2. A r e t h e s e m a t e r i a l s i n s t o c k ? 3. W h e n i s m y n e x t p a y d u e ? @ChristiaanWLstg P h o t o b y M o n u m e n t 0 7 6 — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m o n u m e n t 0 7 6 / 1 1 4 4 4 6 8 1 3 3 4 /
  46. 46. Intelligent Content Conference: Breaking Down Barriers Content choreography @ChristiaanWLstg P h o t o b y M r T. i n D C — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m r _ t _ i n _ d c / 4 5 4 1 6 9 4 7 1 3 /
  47. 47. Intelligent Content Conference: Breaking Down Barriers “One well-structured flexible reusable set of content that can be published to many places.” –Karen McGrane @ChristiaanWLstg P h o t o b y W e b d a g e n e — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / w e b d a g e n e / 6 1 4 9 9 5 2 5 7 6 /
  48. 48. Intelligent Content Conference: Breaking Down Barriers “You need human judgment 
 to decide what actually matters.” –Karen McGrane @ChristiaanWLstg
  49. 49. Intelligent Content Conference: Breaking Down Barriers When there’s enough reason to do so, have different content altogether. @ChristiaanWLstg P h o t o b y s a s a . m u t i c — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s a s 5 / 5 4 1 8 8 8 6 9 3 9 /
  50. 50. Intelligent Content Conference: Breaking Down Barriers M o n i t o r, t e s t , and optimise… @ChristiaanWLstg P h o t o b y P i r e l l i — h t t p : / / w w w. f 1 f a n a t i c . c o . u k / 2 0 1 4 / 0 1 / 3 0 / j e r e z - t e s t - d a y - t h r e e - p i c t u r e s / i m g _ 4 2 3 9 /
  51. 51. Intelligent Content Conference: Breaking Down Barriers … rinse, and repeat… @ChristiaanWLstg P h o t o b y D a v i d Ya m a s a k i — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / d y a m a s a k i / 2 8 3 8 1 6 3 7 3 9 /
  52. 52. Intelligent Content Conference: Breaking Down Barriers This is a small audience @ChristiaanWLstg P h o t o b y M i c h a e l L e u n g — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / f l y w o r l d / 3 5 8 3 5 1 5 1 6 1 /
  53. 53. Intelligent Content Conference: Breaking Down Barriers Cater for your largest audience first @ChristiaanWLstg P h o t o b y S e b a s t i á n D a r i o — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / s e b a s t i a n - s i l v a / 2 6 2 6 5 8 0 4 8 6 /
  54. 54. Intelligent Content Conference: Breaking Down Barriers ChristiaanLustig.nl Christiaan@SabelOnline.nl @ChristiaanWLstg P h o t o b y M a r c o B e l l u c c i — h t t p : / / w w w . f l i c k r. c o m / p h o t o s / m a r c o b e l l u c c i / 3 5 3 4 5 1 6 4 5 8 /

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