Supporting Relevance for Users – a Design Challenge

www.designforcontext.com
Duane Degler
@ddegler
duane@designforcontext.com
Supporting Relevance for Users —
a Design Challenge
SEMTECH BIZ 2013
3rd June 2013, San Francisco

Supporting Relevance for Users – a Design Challenge | SemTechBiz West | June 3, 2013 | © Duane Degler3

CONTENTSIGNALS
Link relationships
Text patterns
Categories / keywords
Metadata

“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?

Challenges we look for
• User response to links
• Signal problems
• Weak signals
• Signal density
• Signal switching
• Result density
• Clue misalignment

User response to links
Invitations
to stop
reading
Great
distance
between
purpose and
substance

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

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

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

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

Relevance signals

Relevance models are informed by content structure
Their experience
and motivations
Their tasks
and questions
Their situation
or context
Relevance models are also informed by knowing your users
Content
relationships and
“about-ness”
Don’t
guess!

Relevance signals
• Content
• User & usage
• Task & domain
• Situation

Content navigation as an exploratory process
The Design of Browsing and Berrypicking Techniques for the Online Search Interface
Marcia Bates, 1989, http://pages.gseis.ucla.edu/faculty/bates/berrypicking.html
Universe of Interest
Universe of Knowledge

Carry-forward relevance

Building patterns from attributes

Deeper user control (search)

CONTENTSIGNALS
Link relationships
Text patterns
Metadata
Is about
Has time
window
Prompts
action
Related to
Directly
related to
Indirectly
related to
Has time
window
Governs
Has
attributes
Requires
Incorporates
Created
by
Managed
by

Relevance signals
• Content
• User & usage
• Task & domain
• Situation

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
Hmm…
I haven’t done
this before

Real-time
preference
statements
“Get to know
me” preference
statements

Saving classification as a preferences
Common
filters
Personal
filters

SITUATIONSIGNALS
USERSIGNALS
Usage patterns
Experience
Interests / profile
History
Community
Certifies
Changed
from
Manages
Practices
Trained
to do
Has role
Has
years
Requires
Controls
team
Works
with
Adopts
Removed
Has role
Speaks/
reads
Did

Relevance signals
• Content
• User & usage
• Task & domain
• Situation

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
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?

Tasks produce path patterns
1 2 3 4 5
Yellow brick road
(set path)
A
G
D
SN
8
Family Circus
(wandering)
1b
1c
1d
Spelunking
(deep dive)
Window
shopping (look-
leave-look)
!
Serendipitous
(‘aha’ discovery)

Reflecting task, user and content relevance

Goal: embed in application

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 sulfate
celecoxib
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 Toolbar
Special Symbols
Equations and Formulas
arthritis +4
and 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

TASKSIGNALS
Outcomes / goals
Rules / requirements
Criticality
Sequence / status
Frequency for user
Requires
compliance
Prompts
exception
Has time
window
Meets
standards
Applies
to
Defines
In status
Timed by Controls
Controls
action
Due
Supports
Monitors
Requires
Sets

Relevance signals
• Content
• User & usage
• Task & domain
• Situation

Situations – tech responds in different ways
!!
?!

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
I need
something
now!
I’m
planning
for…

Situation awareness under user control?

SITUATIONSIGNALS
SITUATIONSIGNALS
Location
Co-occurring events
Date / time
Conditions
Devices / connectivity
Requires
compliance
Connected to
Has security
criteria
Occurs
on
Alert by
Located
Located
Capable
of
Arranged
Invites
Requires
Controlled
by

Summary

SITUATIONSIGNALS
SITUATIONSIGNALS
Location
Co-occurring events
Date / time
Conditions
Devices / connectivity
SITUATIONSIGNALS
USERSIGNALS
Usage patterns
Experience
Interests / profile
History
Community
CONTENTSIGNALS
Link relationships
Text patterns
Metadata
TASKSIGNALS
Outcomes / goals
Rules / requirements
Criticality
Sequence / status
Frequency for user

Supporting Relevance for Users – a Design Challenge

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Supporting Relevance for Users – a Design Challenge