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.
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
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.
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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.
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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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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?
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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
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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?
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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
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