Channels are exploding and we can't keep up. Instead of approaching each new channel by trying to figure out all its constraints or oversimplifying the user behavior, ignore the channel. Plan for context and channel will follow. A talk our VP User Experience Emily Wengert gave at the IA Summit 2012 in New Orleans.

1. March 24, 2012
IA Summit – Context is King
#ContextIsKing @wallowmuddy

2. London
Brooklyn
Los Angeles
Rio

3. I’m usually here! London
Brooklyn
Los Angeles
Rio

4. Or here!
London
Brooklyn
Los Angeles
Rio

5. Let’s start with some history…
#ContextIsKing @wallowmuddy

6. 2002 2012
Digital channels then: Digital channels now:
websites websites
intranets intranets
mobile phones
tablets
digital TV
in cars
in stores
in everything…
#ContextIsKing @wallowmuddy

7. Channel-centric design grows up:
#ContextIsKing @wallowmuddy

8. Channel-centric design grows up:
#ContextIsKing @wallowmuddy

9. Channel-centric design grows up:
#ContextIsKing @wallowmuddy

10. 3 myths,
2 channels.
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11. Myth #1: Mobile is just used when
people are on-the-go.
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12. Myth #1: Mobile is just used when
people are on-the-go.
Mobile is the lazy man’s computer.
#ContextIsKing @wallowmuddy

13. 89%
use mobile while at home.
Source: Yahoo Mobile Shopping Framework Study, 2011
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14. Myth #2: People want less on their
mobile phone than on desktops.
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15. Myth #2: People want less on their
mobile phone than on desktops.
Priorities should change – not features.
#ContextIsKing @wallowmuddy

16. Myth #3: Tablets are just an oversized
mobile device or a simpler PC.
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17. Myth #3: Tablets are just an oversized
mobile device or a simpler PC.
Tablets are a content consumption
juggernaut with varied uses.
#ContextIsKing @wallowmuddy

18. 90
80
70
60
50
40
30
20 PC
10 Tablet
0
Source: AlphaWiseTM, Morgan Stanley Research Tablet Demand & Disruption, Feb 14, 2011
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19. Channel-centric design grows up:
#ContextIsKing @wallowmuddy

20. Channel-centric design grows up:
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21. Context exercise: cream and sugar
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22. Stop being a
channel expert.
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23. Start being a
context expert.
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24. 3 contexts
Place.
Mindset.
Social.
#ContextIsKing @wallowmuddy

25. 3 contexts
Place.
Mindset.
Social.
#ContextIsKing @wallowmuddy

26. #ContextIsKing @wallowmuddy

27. #ContextIsKing @wallowmuddy

28. #ContextIsKing @wallowmuddy

29. Place considerations:
• Where is the user?
• What goals do they have there?
• Why are they accessing digital in that place?
• What other channels are around them?
#ContextIsKing @wallowmuddy

30. Case study: store planning vs. visit
Store planning needs Store visit needs
• Making a list • Checking off list
• Finding store location • Wayfinding
• Researching a category / • Quick decision making
specific product (based on price, ratings)
• Getting inspired • Price lookup
• Inventory check • Additional sizes / colors
#ContextIsKing @wallowmuddy

31. 3 contexts
Place.
Mindset.
Social.
#ContextIsKing @wallowmuddy

32. “I want to set and walk away.”
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33. BB&B` wedding registry
“I want to show off.”
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34. “I want to be endlessly entertained.”
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35. “I don’t want to kill my kid.”
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36. Mindset considerations:
• What state of mind will my user most likely be in?
• How might that affect their success in what I’m designing?
• What state do I want them in as they use this and how can
my designs help them reach that state?
#ContextIsKing @wallowmuddy

37. 3 contexts
Place.
Mindset.
Social.
#ContextIsKing @wallowmuddy

38. “I don’t want to be judged.”
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39. “People might see my size or…”
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40. “I’ve got my kid with me.”
(Photo credit: U.S. Army Corps of Engineers photo by Carol E. Davis)
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41. “I’m in a social place.”
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42. “I’m in a social place.”
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43. Social considerations:
EMOTIONAL
• Could there be any peer pressure (good / bad) in the mix?
PROXIMITY
• How public is your user? How public would someone want
to make what they’re doing?
• Is your user alone? With others? With kids?
PLATFORM
• Are there any expectations social will be present?
#ContextIsKing @wallowmuddy

44. Wrap up.
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45. Get past the constraints of channels.
Think about the user!
Avoid pithy (incorrect) channel ideas.
1. Mobile is more than on the go.
2. Mobile should offer just as much as desktop.
3. Tablets created their own behavior.
Start being a context expert.
Place. Mindset. Social. And more…
#ContextIsKing @wallowmuddy

46. #ContextIsKing @wallowmuddy

47. Questions…
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