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Forget Channels: Context is King

wallowmuddy
April 01, 2012

Forget Channels: Context is King

Presentation at the IA Summit 2012 in New Orleans about the power of context to drive great design. Core thesis: don't be a channel expert; be a context expert.

wallowmuddy

April 01, 2012
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Transcript

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

    are on-the-go. Mobile is the lazy man’s computer.
  3. #ContextIsKing @wallowmuddy Myth #2: People want less on their mobile

    phone than on desktops. Priorities should change – not features.
  4. #ContextIsKing @wallowmuddy Myth #3: Tablets are just an oversized mobile

    device or a simpler PC. Tablets are a content consumption juggernaut with varied uses.
  5. #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
  6. #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?
  7. #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
  8. #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?
  9. #ContextIsKing @wallowmuddy “I’ve got my kid with me.” (Photo credit:

    U.S. Army Corps of Engineers photo by Carol E. Davis)
  10. #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?
  11. #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!