Forget Channels: Context is King

Transcript

1. March 24, 2012 IA Summit – Context is King #ContextIsKing

   @wallowmuddy

2. Brooklyn London Los Angeles Rio

3. Brooklyn London Los Angeles Rio I’m usually here!

4. London Los Angeles Rio Or here! Brooklyn

5. #ContextIsKing @wallowmuddy Let’s start with some history…

6. #ContextIsKing @wallowmuddy 2002 Digital channels then: websites intranets 2012 Digital

   channels now: websites intranets mobile phones tablets digital TV in cars in stores in everything…

7. #ContextIsKing @wallowmuddy Channel-centric design grows up:

8. #ContextIsKing @wallowmuddy Channel-centric design grows up:

9. #ContextIsKing @wallowmuddy Channel-centric design grows up:

10. #ContextIsKing @wallowmuddy 3 myths, 2 channels.

11. #ContextIsKing @wallowmuddy Myth #1: Mobile is just used when people

    are on-the-go.

12. #ContextIsKing @wallowmuddy Myth #1: Mobile is just used when people

    are on-the-go. Mobile is the lazy man’s computer.

13. #ContextIsKing @wallowmuddy Source: Yahoo Mobile Shopping Framework Study, 2011 89%

    use mobile while at home.

14. #ContextIsKing @wallowmuddy Myth #2: People want less on their mobile

    phone than on desktops.

15. #ContextIsKing @wallowmuddy Myth #2: People want less on their mobile

    phone than on desktops. Priorities should change – not features.

16. #ContextIsKing @wallowmuddy Myth #3: Tablets are just an oversized mobile

    device or a simpler PC.

17. #ContextIsKing @wallowmuddy Myth #3: Tablets are just an oversized mobile

    device or a simpler PC. Tablets are a content consumption juggernaut with varied uses.

18. #ContextIsKing @wallowmuddy 0 10 20 30 40 50 60 70

    80 90 PC Tablet Source: AlphaWiseTM, Morgan Stanley Research Tablet Demand & Disruption, Feb 14, 2011

19. #ContextIsKing @wallowmuddy Channel-centric design grows up:

20. #ContextIsKing @wallowmuddy Channel-centric design grows up:

21. #ContextIsKing @wallowmuddy Context exercise: cream and sugar

22. #ContextIsKing @wallowmuddy Stop being a channel expert.

23. #ContextIsKing @wallowmuddy Start being a context expert.

24. #ContextIsKing @wallowmuddy 3 contexts Place. Mindset. Social.

25. #ContextIsKing @wallowmuddy 3 contexts Place. Mindset. Social.

26. #ContextIsKing @wallowmuddy

27. #ContextIsKing @wallowmuddy

28. #ContextIsKing @wallowmuddy

29. #ContextIsKing @wallowmuddy 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?

30. #ContextIsKing @wallowmuddy Case study: store planning vs. visit Store planning

    needs •  Making a list •  Finding store location •  Researching a category / specific product •  Getting inspired •  Inventory check Store visit needs •  Checking off list •  Wayfinding •  Quick decision making (based on price, ratings) •  Price lookup •  Additional sizes / colors

31. #ContextIsKing @wallowmuddy 3 contexts Place. Mindset. Social.

32. #ContextIsKing @wallowmuddy “I want to set and walk away.”

33. #ContextIsKing @wallowmuddy BB&B` wedding registry “I want to show off.”

34. #ContextIsKing @wallowmuddy “I want to be endlessly entertained.”

35. #ContextIsKing @wallowmuddy “I don’t want to kill my kid.”

36. #ContextIsKing @wallowmuddy 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?

37. #ContextIsKing @wallowmuddy 3 contexts Place. Mindset. Social.

38. #ContextIsKing @wallowmuddy “I don’t want to be judged.”

39. #ContextIsKing @wallowmuddy “People might see my size or…”

40. #ContextIsKing @wallowmuddy “I’ve got my kid with me.” (Photo credit:

    U.S. Army Corps of Engineers photo by Carol E. Davis)

41. #ContextIsKing @wallowmuddy “I’m in a social place.”

42. #ContextIsKing @wallowmuddy “I’m in a social place.”

43. #ContextIsKing @wallowmuddy 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?

44. #ContextIsKing @wallowmuddy Wrap up.

45. #ContextIsKing @wallowmuddy Get past the constraints of channels. Avoid pithy

    (incorrect) channel ideas. Start being a context expert. Place. Mindset. Social. And more… 1.  Mobile is more than on the go. 2.  Mobile should offer just as much as desktop. 3.  Tablets created their own behavior. Think about the user!

46. #ContextIsKing @wallowmuddy

47. #ContextIsKing @wallowmuddy Questions…