Linked Data and Semantic web offer another level to online user experience. Understanding capabilities of these technologies when designing digital products.

1. UX AND SEMANTIC WEB
!
! “Making the web more human”
Nurgul Karadeniz
Principal Consultant
UX Thought
!
@nurdeniz

2. Internet Today
10,000,000,000
Connected Devices
Cisco estimates 20 billion by 2020

3. 1 Known
Known
Known
OR
I know where to get
gluten free products. I
just need to find the link
3 Unknown
2 Unknown
Unknown
OR
I need to find some
gluten free products
Known
OR
I need to find some sort
of special dietary
products, what was it
Unknown
OR
I have absolutely no
idea what products I
need nor what I can do
with them
4

4. We need technology that can
adapt to users rather than
forcing users to adapt to
technology

5. Human Language
User asks
"I want to find a hotel for next week in Singapore with a pool
and less than 5 min walking distance to any MRT station"

6. WHeubm uannd eLrasntagnudasge
“Destination Name:City name’
“Date range”: Calendar Start Date + Number of Nights
“Room type”

7. “Is there an easy way to find the best mortgage product and the
best mortgage deal from the high street banks in UK”

8. Making the Web more human?

9. Semantic Web
Users
Data
Relationships
Whats data?

10. Present information in a structured way
Salary stats
Which university
course?
Potential job
titles
Industry
review
Universities
Tuition Fee
Entry Requirements
Market
estimations
Decision and
Application

11. News Bio
Program
Pages
Current Web
Wiki
web
page
“ Web results for Jeremy Clarkson?”
Jeremy
Clarkson
Page tags!

12. Semantic Web
“ Who is the guy who works with Jeremy Clarkson?”
Jeremy
Clarkson
Wiki

13. Current Web Results

14. Semantic Web Results

15. This brings together a focus area
Understanding
users
data
relationships

16. Design Process
Discovery User Research Interaction Design Visual Design Usability Evaluation
Linked Data Ontology
RDF
FOAF Development
Semantic Web Process

17. Storing information with
actual meaning..

18. Current Web Semantic Web

19. Things
and the
relations

20. MORE RELATIONS

21. CASE STUDY…
BBC
Learning
Project:
PEOPLE, PLACES and EVENTS

22. Auto
curated
pages

23. Step 1:
What these
means for
users

24. Step 2:
How things
could be
related

25. Related Entry Point content Related content
Find information
about Churchill
People
“Adolf Hitler”
Places
“Kent”
Events
“Battle of Britain”
Things
“Imperial War
Museum
Step 3: Designing user journeys
Things
“Churchill speeches”
Place
“Germany”
Event
“World War I”

26. People
Events
Things
Places
Related
Events
Related
People
Related
Things
Related
Places
PEOPLE
PLACES
AND
EVENTS

27. PEOPLE Project Challenges
PLACES
!
AND
EVENTS
Understanding Relationships
Christmas day – Charlie Chaplin died
Christmas - Religion
Level of information needed
Project Boundaries

28. BBC aims;
Connect the content of 5
million BBC Pages
!
Provide one service for ten
product across four screens
PEOPLE
PLACES
AND
EVENTS

29. Guided Navigation
!
!

30. Guided Navigation
!
!

31. PROS CONS
Level of information
required at concept phase
!
Consider different users
e.g. cultural stereotype
!
Cost of building
!
Extensive IA and Analysis
required to spot edge cases
Easy to discover content
!
Easy to manage large
volumes of content
!
Guided navigation
!
Presents information in a
structured way
!
Multiple ways of accessing
information

33. Examples of semantic web today
Facebook: Graphsearch
Google: 15% of Search
Apple: Siri Windows: Cortana
BBC: Public content
Twitter: Realtime search
Best Buy: Online retail
!

34. Where can we use semantic web?

35. Semantic Technologies
!
Understand human language - Linked Data
Understand other meaning of words - Linked Data
Manages sources - RDFs
Define related information - Ontologies
Product Visibility - Domain Driven Design

36. Semantic Web
!
Understands what we mean
Reliable online services and contextual content
Offering successful decision support applications
Auto-curated pages guided by the users needs

37. Designing for semantic web
!
Users: Mental model, Motivation, Culture, Perception
Data: Content, Sharing resources, User Journeys
!
Design: Defining user journeys, designing variety of
page template for auto curated content

38. UX
AND
SEMANTIC
WEB
Punk
References
Big & Bold
Beautifully Clean
- Article: Too much information? Improving user experience of semantic web http://
www.publishingtechnology.com/2011/03/user-experience-semantic-web/
- Bing vs. Google - http://www.entrepreneur.com/blog/224639
- Duane Degler - Design for Semantic Web, Design for Context
www.designforsemanticweb.com/
- Crowdsourcing, citizen sensing and sensor web technologies for public.
http://link.springer.com/article/10.1186%2F1476-072X-10-67/
fulltext.html#Fig11_459
- Facebook Graph Search - https://www.facebook.com/about/graphsearch
- Faceted Semantic Search - Massimiliano Dal Mas http://arxiv.org/pdf/
1202.6685.pdf
- Find out about Semantic Web in simple terms - http://luca.wordpress.com/
2008/02/03/semantic-web-for-dummies/
- Frankfurt Show Daily Article: The future of content delivery in publishing http://
www.publishingtechnology.com/2012/10/the-future-of-content-delivery-in-publishing/
- How a Facebook Search Engine Could Change the Way People Find Your
Business http://www.entrepreneur.com/blog/224452
- Lee Feigenbaum (May 1, 2007). "The Semantic Web in Action". Scientific American.
Retrieved February 24, 2010
Nurgul
Karadeniz ! nurdeniz

39. UX
AND
SEMANTIC
WEB
!
- Linked data and the semantic web - http://www.bbc.co.uk/academy/technology/article/
Punk
Big & Bold
Beautifully Clean
art20130724121658626
- Link Data Platforms - http://www.w3.org/2012/ldp/wiki/Main_Page
- Music Datasheet - Automatic Interlinking of Music Datasets on the
Semantic Web Yves Raimond, Christopher Sutton and Mark Sandler (http://
citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.123.9753&rep=rep1&type=pdf)
- Next-Generation Wikis: What Users Expect; How RDF Helps- Axel Rauschmayer
- Semantic Web Handbook - Pascal Hitzler Krzysztof Janowicz http://
knoesis.wright.edu/pascal/pub/crc-handbook-13.pdf
- The Semantic Web: Research and Applications - Springer Link http://
link.springer.com/book/10.1007/978-3-642-13486-9
- The Friend of a Friend (FOAF) project - hhttp://www.foaf-project.org
- The NoTube Project, http://notube.tv (retrieved on January 31st, 2012)
- The NoTube Use Case “Personalised News”, http://notube.tv/showcases/
personalised-news/
(retrieved on January 31st, 2012)
THANK YOU
!
Nurgul
Karadeniz ! nurdeniz