Noz Urbina discusses the importance of adaptive content and responsive design in creating user-friendly experiences across multiple devices. He emphasizes the need for a solid content strategy to ensure that content can adapt effectively, optimizing user engagement. Adaptive content allows brands to create personalized experiences by seamlessly adapting and reusing content based on context and user needs.

1. the content
challenge
Adaptive content &
Responsive design
@nozurbina noz.urbina@urbinaconsulting.com / urbinaconsulting.com/blog
Img: odditymall.com/lego-sunglasses

2. @nozurbinaAbstract
Responsive design can sometimes be thought of as the art and science of hammering
round pegs into square holes. Content that isn’t properly structured and controlled
with a solid content strategy can struggle to properly adapt to different display
contexts. Noz Urbina looks at how CS and UX professionals can work together to
engage and please users in a multi-device world using adaptive content.
Adaptive content is like lego-blocks, allowing you to craft many different perspectives
on your brand from reusable assets.

3. @nozurbinaAgenda
• Me
• Terms
– Adaptive/Responsive Design?
• Many challenges
– Content and UX
• AdaptiveContent
• Collaboration to meet the challenge

4. @nozurbina
Viva (in) España!
Congility Events Chair
Content strategist
Consultant/trainer
Author
Noz Urbina (me)

5. DEFINING OUR TERMS
Responsive Design
Adaptive Design
Content and UX
Adaptive Content

6. @nozurbinaResponsive Design
All content is delivered. Appearance, layouts
and features are adjusted for device client-side

7. @nozurbinaAdaptive Design
Device, user, and other context details are
detected, then server-side logic sends only
appropriate layouts & features
LinkedIn

8. @nozurbinaApp
Mobile Site
LinkedIn

9. THAT’S THE LEAST OF OUR
WORRIES
If only there were only desktop and mobile...

10. @nozurbinaBeyond 24”

11. @nozurbina
bit.ly/lwmf-taxDJp1
Multi-device

12. Vuzix M100
Recon JetEpson Moverio (on sale)
Telepathy One
Microsoft Hololens

13. BUT WHAT ABOUT THE CONTENT?
The stuff that the people are actually looking for?

14. @nozurbina
Content is the lens through
which users perceive the brand
http://commons.wikimedia.org/wiki/File:
Oakley_sunglasses.jpg

15. @nozurbina
Lens and Frames Must Work
Together
Personal
Preference
Functional
Imperative
All images
http://commons.wikimedia.org

16. @nozurbinaContent and User Experience
• Great design can’t save
inappropriate content
• The more diverse the interaction
contexts, the more stretched
content will become
• Square peg + round hole =bad
experience

17. @nozurbinaAdaptive Content
• Content designed to adapt for
personalised, contextual delivery
in multi-channel, multi-format,
multi-device scenarios
• Can be:
– Transformed
– Filtered
• Because it’s got:
– No presentation information!
– Structure
– Rich metadata
– Built-in, in-line semantics

18. @nozurbinaAdaptive Content
• Adaptive Content enables contextually-appropriate
experiences by placing more meaningful (semantic)
metadata on small and specific bits of content. The same
asset can be leveraged for diverse situations and
audiences
Traditional Adaptive

19. @nozurbinaWhy Now?
• Omni- and multi-channel scenarios, responsive and adaptive
design, are raising the profile of Content Strategy and
AdaptiveContent
• It forces people to confront real optimisation of the content’s
role in UX
• Users expect more personalisation and brands benefit from
delighting them. Adaptive content enables better UX.
• Without adaptive content, optimising for so many contexts is
too impractical, slow and expensive!

20. @nozurbina
Adaptive content let’s you build many
unique experiences from the same
reusable building blocks
http://www.flickr.com/photos/popcorncx/3514881626/sizes/o/in/photostream/

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