supporting relevance for users – a design challenge
DESCRIPTION
Presentation by Duane Degler from Design for Context at the 2013 Semantic Technology & Business Conference in San Francisco, CA, on June 3, 2013. Presenting “related” content can unfortunately be perceived by users as not relevant to their current needs, particularly in complex knowledge work and interactive applications. At risk is a loss of credibility, which can weaken trust in the application or underlying information, which in turn colors their ongoing experience with an application. Relevance algorithms have gotten more sophisticated, providing designers and developers with useful tools. But from a user experience perspective, relevance is often perceived in the context of a user’s immediate tasks and goals, as much (or more) than it is associated with their prior actions and patterns from similar users. Through a series of examples and illustrations, this talk explores: - Risks associated with related content not appearing relevant - How we explore the way users interpret relevant information - Designing for user’s task focus, perceptions and value judgments about relevance - Balancing algorithmic approaches with user-centered approachesTRANSCRIPT
www.designforcontext.comDuane Degler@[email protected]
Supporting Relevance for Users — a Design Challenge SEMTECH BIZ 20133rd June 2013, San Francisco
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler2 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler2
We’ve all seen it
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler3
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler4
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler5
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler6
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler7
CON
TEN
T SI
GN
ALS Link relationships
Text patterns
Categories / keywords
Metadata
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler8
“Relevant” content is in the eye of the beholder – users – associated with their goals.
In UX design, mental modeling and user research help assess expectations, providing context for semantic application design.
Why am I seeing this?
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler9 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler9
Challenges we look for
• User response to links• Signal problems
• Weak signals• Signal density• Signal switching
• Result density• Clue misalignment
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler10
User response to links
Invitations to stop reading
Great distance between
purpose and substance
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler11
User response to links
Links are often a distraction, digression or diversion.If it’s important, it should be available without undue navigation.
Consider where to: Link
Summarize
Incorporate
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler12
Signal challenges
Weak signals Not enough context parameters to know what “relevant” means Either not enough metadata in content, or not enough in usage
Signal density Too many attributes without sufficient value identification
• Auto-tagging (“semantic annotation”) without curation• Ambiguous content – it’s about too many things• Sources of user signals too diffuse
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler13
Signal challenges
Signal switching Stale signals
• Signal lifecycles: Firefly or tortoise?
Multi-tasking or task-switching• Moved on to next task, interrupted temporarily• Multi-dimensional evolving situation
• Japan – Earthquake, Tsunami, Nuclear risk• Firefighters – Blaze, Medical needs, Gas/chemical risk
Out of context – e.g. making dinner reservations while at the office
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler14
Other challenges
Result density Too many possible “related” items, without clear ranking/weighting
• Big events• Big content stores or broadly federated content
Clue misalignment Link names do not align with purpose, creating confusion Setting expectations with the user
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler15 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler15
Relevance signals
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler16
Relevance models are informed by content structure
Their experience and motivations
Their tasksand questions
Their situation or context
Relevance models are also informed by knowing your users
Content relationships and
“about-ness”
Don’t guess!
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler17 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler17
Relevance signals
• Content• User & usage• Task & domain• Situation
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler18
Content navigation as an exploratory process
The Design of Browsing and Berrypicking Techniques for the Online Search InterfaceMarcia Bates, 1989, http://pages.gseis.ucla.edu/faculty/bates/berrypicking.html
Universe of Interest
Universe of Knowledge
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler19
Carry-forward relevance
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler20
Carry-forward relevance
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler21
Carry-forward relevance
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler22
Building patterns from attributes
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler23
Deeper user control (search)
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler24
CON
TEN
T SI
GN
ALS
Link relationships
Text patterns
Categories / keywords
Metadata
Is about
Has timewindow
Promptsaction
Related to
Directly related to Indirectly
related to
Has timewindow
Governs
Hasattributes
Requires
Incorporates
Createdby
Managedby
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler25 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler25
Relevance signals
• Content• User & usage• Task & domain• Situation
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler26
Relevance is informed by the user and patterns of use
I bring… Expectations
• Nature of content / data• How things work
External goals provided by my personal/work situation and role
Education Experience Relationships with other people
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler26
Hmm… I haven’t done
this before
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler27
Real-time preference statements
“Get to know me” preference statements
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler28
Saving classification as a preferences
Common filters
Personal filters
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler29
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler30
SITU
ATIO
N S
IGN
ALS
USE
R SI
GN
ALS Usage patterns
Experience
Interests / profile
History
Community
Certifies
Changedfrom
Manages
Practices
Trainedto do
Has role
Hasyears
Requires
Controlsteam
Workswith
Adopts
Removed
Has role
Speaks/reads
Did
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler31 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler31
Relevance signals
• Content• User & usage• Task & domain• Situation
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler32
Relevance is perceived based on the user’s task
I … Complete a task Transact business Look for something specific Read generally Explore a subject See what’s new/newsworthy Play
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler32
I want to dig deeper into this…
Surprise me!
Given this, I also need to
look at…
This isn’t what I’m looking for…
I’m done…now what?
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler33
Tasks produce path patterns
1 2 3 4 5 Yellow brick road (set path)
A
G
D
SN
8Family Circus(wandering)
1b
1c
1d
Spelunking(deep dive)
Window shopping (look-leave-look)
!Serendipitous (‘aha’ discovery)
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler34
Reflecting task, user and content relevance
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler35
Goal: embed in application
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler36
User control in task
The increase in OA-related musculoskeletal pain especially in the growing elderly population has created heightened interest in effective treatments with better safety profiles. The Glucosamine/chondroitin Arthritis Intervention Trial (GAIT) was designed to examine the effects of the dietary supplements glucosamine and chondroitin sulfate given alone or in combination as compared to celeecox or placebo on pain associated with osteoarthritis of the knee. The primary symptomatic outcome assessment of the GAIT study was after 24 weeks of randomized, double-blinded, placebo-controlled therapy.[6] An ancillary structural study describing the effects of the agents on radiographic joint space width loss for up to two years has also recently been reported.[7] To date, very few data have been reported for the long-term treatment of OA with any agent including the supplements and celecoxib studied here. Patients in the structural study continued to have safety and clinical efficacy assessments at all scheduled visits. This paper details the clinical efficacy and safety experience with these agents alone and in combination along with celecoxib as compared to placebo in patients from this subset of GAIT over 24 months of follow-up.
chondroitin sulfatecelecoxib
Capture knowledge of important terms
radiographic joint space
Add note, action
Search on this now
Tag forTag for search
Control how terms are applied
Search Phrase
Search Builder Assist:
Operator ToolbarSpecial SymbolsEquations and Formulas
arthritis +4and methotrexate
arthritis – synonyms and instances
Ankylosing spondylitis
Gonococcal arthritis
Gout
Juvenile rheumatoid arthritis
Psoriatic arthritis
Reactive arthritis (Reiter syndrome)
Rheumatoid arthritis (in adults)
Scleroderma
Systemic lupus erythematosus (SLE)
+ Add another
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler37
TASK
SIG
NA
LS
Outcomes / goals
Rules / requirements
Criticality
Sequence / status
Frequency for user
Requires compliance
Promptsexception
Has timewindow
Meetsstandards
Appliesto
Defines
In status
Timed by Controls
Controlsaction
Due
Supports
Monitors
Requires
Sets
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler38 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler38
Relevance signals
• Content• User & usage• Task & domain• Situation
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler39
Situations – tech responds in different ways
!!
?!
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler40
Relevance is informed by the user’s situation
I am… In a place Focused on a time period With certain people Among devices Engaged in events Responding to expectations Bound by policies / rules
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler40
I need something
now!
I’m planning
for…
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler41
Situation awareness under user control?
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler42
SITU
ATIO
N S
IGN
ALS
SITU
ATIO
N S
IGN
ALS Location
Co-occurring events
Date / time
Conditions
Devices / connectivity
Requires compliance
Connected to
Has securitycriteria
Occurson
Alert by
Located
Located
Capableof
Arranged
Invites
Requires
Controlledby
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler43 Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler43
Summary
Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler44
SITU
ATIO
N S
IGN
ALS
SITU
ATIO
N S
IGN
ALS Location
Co-occurring events
Date / time
Conditions
Devices / connectivity
SITU
ATIO
N S
IGN
ALS
USE
R SI
GN
ALS Usage patterns
Experience
Interests / profile
History
Community
CON
TEN
T SI
GN
ALS
Link relationships
Text patterns
Categories / keywords
Metadata
TASK
SIG
NA
LS
Outcomes / goals
Rules / requirements
Criticality
Sequence / status
Frequency for user
www.designforcontext.comDuane Degler@[email protected]
Supporting Relevance for Users — a Design Challenge SEMTECH BIZ 20133rd June 2013, San Francisco