Context is kingCrafting smarter, adaptive
digital products today
@nickvanderlinde
@nickvanderlindeUX Poland 2016
@nickvanderlindePrincipal interaction designer
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
We are thinkers, designers,
technologists, illustrators,
copywriters and makers
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
contextToday’s subject:
@nickvanderlindeUX Poland 2016
Good design considers context
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
The good news:
Emerging web technology
allows us to (largely)
automate that manual part
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“The design goal is to find ways to
use data, prior behavior and
business logic to have things
happen automatically, or as close to
automatic as we can get.”
— Aaron Shapiro (CEO, Huge inc.)
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Good design considers context
Great design adapts to context
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Less workfor our users!
(Also: more work for us!)
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Context on the web today
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
Today, it’s mostly big tech companies that
(try) to make use of context.
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@nickvanderlindeUX Poland 2016
Different kinds of context
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Screen context
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@nickvanderlindeUX Poland 2016
Proximity context
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@nickvanderlindeUX Poland 2016 @nickvanderlindeUX Poland 2016
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Environmental context
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
Behavioural context
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
http://www.leaseplan.com
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http://www.leaseplan.com
@nickvanderlindeUX Poland 2016
http://www.leaseplan.com
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Design system
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Adobe Management Cloud
Episerver Digital Experience Cloud
Sitecore Experience Platform
New tools and platforms
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@nickvanderlindeUX Poland 2016
A practical guide to designingfor context
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1 2 3 4
Think big,
start small
@nickvanderlindeUX Poland 2016
&
Quantitative
research
Helps to discover
what is happening
with a product or
service
• Surveys
• A/B tests
• Remote tests
• Analytics
Qualitative
research
Tells you why that is
happening, and catch
underlying problems
• Focus groups
• Interviews
• Participatory design
• Usability tests
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Mapping research insights
to the customer journey
CONSIDERATIO
N
SEARCH PURCHAS
E
ORIENTATION
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
The best ideas emergeat the intersection of
user needs and business goals
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“The trick to making
progress is picking the
right problem to solve”— Jeff Hawkins
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Define
the core
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
“Help us improve the
online seat selection
user experience”
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
Progressive
enhancement
is your friend
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Progressive enhancement means
not making assumptions about
Javascript, browsers, connectivity,
screens, etc,
We simply make things that works
everywhere
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In practice, that means
• Core content (text & images)
• Radiobuttons, forms, selectboxes
• A simple, accessible experience
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
Content blockers can
(and will)
wreck your beautiful
design
Content
blockers
can (and will)
wreck your
beautiful
design
http://www.flickr.com/photos/johnkarakatsanis/15586600289
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@nickvanderlindeUX Poland 2016
Exactly 0,0% of your users cares
about cross-device consistency
(And no, product owners do not count)
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It’s all about purpose,
not “pixel-perfectness”
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Making sure your product works
everywhere
is incredibly liberating
It allows us to move on quickly,
and focus on the cool stuff
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1 2 3 4
“Enhance”
with context
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Now that we have
the basics in place,
let’s enhance!
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@nickvanderlindeUX Poland 2016
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@nickvanderlindeUX Poland 2016
1 2 3 4
Test early
and keep
improving
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@nickvanderlindeUX Poland 2016
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
Designing for context
Think big, start small
Define the core
Enhance and polish
Test early, keep improving
1
2
3
4
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Design principlesfor workingwith context
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Don’t takethingsaway. Ever
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
(Re)prioritize content
and features,
don’t eliminate them
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Always allow overrides
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No matter how sophisticated your context
model or algorithm, your assumptions will
often be wrong.
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@nickvanderlindeUX Poland 2016
When user location =
NEW YORK CITY
When user location =
AMSTERDAM
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@nickvanderlindeUX Poland 2016
Clearly show what’s happening, and allow
users to overrule your assumptions or find
alternatives.
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Don’tgetcreepy
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@nickvanderlindeUX Poland 2016
“We may collect information on your
mobile device, such as contacts,
photos, or media files, your location,
sensor data (e.g., about the speed of
your movements, such as whether you
are running, walking, or in transit).”
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http://twitter.com/chrismnorr/status/634731205104156672
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
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The benefits to your customers must
outweigh the (potential) privacy cost
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Don’t take anything away
Allow overrides
Don’t get creepy
Design principles
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What’s next?
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@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
@nickvanderlindeUX Poland 2016
https://blog.intercom.io/design-is-a-conversation/
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@nickvanderlindeUX Poland 2016
As technology blends into every aspect of
our lives, the need for digital products to
consider and adapt to context becomes
increasingly urgent
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26 billionsmart devices in 2020
Gartner says:
http://www.forbes.com/sites/jacobmorgan/2014/10/30/everything-you-need-to-know-about-the-internet-of-things/
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Cisco says:
http://www.forbes.com/sites/jacobmorgan/2014/10/30/everything-you-need-to-know-about-the-internet-of-things/
50 billionsmart devices in 2020
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Intel says:
http://www.forbes.com/sites/jacobmorgan/2014/10/30/everything-you-need-to-know-about-the-internet-of-things/
200 billionsmart devices in 2020
@nickvanderlindeUX Poland 2016
Are you ready
for that future?
@[email protected]
Thank you!