Shows approaches to modelling personalization in information architecture

1. I’m not you Modelling and conceptualizing personalization in information architecture Presented by / Bogo Vatovec Change Management / Knowledge Engineering / User Experience / Interaction Design / Process Engineering

4. Introduction to personalization

5. Personalization can mean lots of different things to different stakeholders

6. Some of these cases are trivial If you are happy enough that they apply to you, forget the rest of the presentation. For the others…

7. First some categorization No pretention that this modell is complete

9. Explicit personalization – the user chooses options

10. Implicit personalization

12. Conceptualizing personalization

13. Conceptualizing personalization has one basic rule Describe behaviour without and with personalization separately.

14. Separate behaviour without and with personalization Without personalization, the user experience looks like this….. With personalization, the user experience looks like that….. Personalization expands the existing essential functionality. It is never a function on its own. The interactive system must serve its main purpose also without personalization.

15. IAs use common usage scenarios to define the context of personalization

17. Visualizing the big picture

18. Conceptual models - a „rich picture“

19. Conceptual models – A relationships diagram

20. Profiles, profiles, profiles

22. Content and function profile Content/function Attributes Tags Tag cloud

23. Example: Detailing the user profile

25. It‘s time for use cases and flowcharts

26. Use cases in Information Architecture Illustrative purpose only

27. Use case model allows us to better understand the interactive system generalize include A use case model consists of three main type of relationships: Illustrative purpose only

28. The aspects-oriented use case modelling gives extend relationship a dynamic dimension extend Illustrative purpose only

29. This dynamic dimension changes system behaviour

30. User profiles can be incorporated in the activity diagram For use case haters: Use the flow-diagramm connecting screens in the same way and create various flow for each profile-type

31. This is silly. Have no idea anymore what we are talking about

32. Bringing it all together in a readable form

34. This was easy, wasn‘t it? Wait – were are at the personalization rules? Wait – were are the Bayesian models? Wait – were are adaptive interfaces?

36. Let‘s move to technology a bit and then explore the rest

38. To come up with requirements, you need to further specify them

39. Technical architecture for personalization Users User interface Layer Personalization Profile Layer Specific Values Vocabulary Layer Attributes Content User Profile Content Profile Content Attributes User Attributes Personalization Rules Personalization Rules Modified from the model by Argus Center for Information Architecture Analytics User Behaviour Content Statistics

41. Those of you who carefully listened notices that I missed an important compontent….. TIME

42. Until now we looked at the user and content profiles as one object with one state Since the user profile has only one state, we forget the sequence of actions – user‘s decision making process

49. Thank you! Bogo Vatovec bovacon Boxhagener Str. 111 / 10245 Berlin T +49 30 20078666 / F +49 30 20078661 / office@bovacon.com / www.bovacon.com © bovacon