Forgotten Edge: The Purpose Centric Web

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Since it’s inception, the primary metaphor of the Web has been one of location. By framing the Web as a collection of places, we have necessarily caused Web development to focus on servers. But people don’t get online to go to a server. They get online to get something done—achieve a purpose. This talk argues that focusing on purpose allows us to build Web applications that more closely align with what people want from the Web. Focusing on purpose will require a move to more intelligent client-side applications. See http://www.windley.com/archives/2009/09/the_forgotten_edge_and_the_purposecentric_web.shtml

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Forgotten Edge: The Purpose Centric Web

  1. 1. The Purpose Centric Web Phillip J. Windley, Ph.D Founder and CTO Kynetx www.kynetx.com
  2. 2. Formula for Online Success...
  3. 3. Formula for Online Success... Get a good address
  4. 4. Formula for Online Success... Get a good address Build a killer site with great content
  5. 5. Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic
  6. 6. Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky
  7. 7. Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky Convert traffic into sales or eyeballs
  8. 8. Formula for Online Success... Get a good address Build a killer site with great content Advertise to get traffic Make the site sticky Convert traffic into sales or eyeballs Rinse and repeat...
  9. 9. The location metaphor has led us to focus attention on servers
  10. 10. Yahoo! is a “portal”
  11. 11. “Portal for the Global Pet Food Industry”
  12. 12. How can we extend the location metaphor to better match what we do?
  13. 13. The metaphor of purpose extends the metaphor of location
  14. 14. Example: find a book to read
  15. 15. Amazon and Your Local Library
  16. 16. Amazon and Your Local Library
  17. 17. focusing on purpose requires a client perspective
  18. 18. An intelligent, adaptable browser helps you achieve your purpose... not just go to a Web site
  19. 19. Smarter Browsing Examples Web context Context for your inbox Search Automation Context Framework Media Toolbars SideWiki
  20. 20. Location Purpose
  21. 21. Intention Go and Location Get Do and Purpose Know
  22. 22. Intention Identity Go and Location Cookies Get Do and Purpose Selectors Know
  23. 23. Intention Identity Information Go and Location Cookies Organization Get Do and Purpose Selectors Individual Know
  24. 24. Rules for a purpose-based Web:
  25. 25. 1. purpose > location
  26. 26. 2. choice > control
  27. 27. 3. context > content
  28. 28. 4. relationships > transactions
  29. 29. 5. loyalty > "time on site"
  30. 30. 6. individuals > demographic
  31. 31. Purpose Centric Web Contact info: pjw@kynetx.com www.windley.com @windley Sign up free: http://www.kynetx.com/signup

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