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TRAVELLING WITH THE USER
THE JOURNEY CONTENT TAKES FOLLOWING THE USER THROUGH DAILY LIFE
BORISLAV KIPRINborislavkiprin.com@borislavkiprin
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BULGARIAN WEB SUMMIT 2017
WHAT IS CONTENT?
@borislavkiprin
‣ Content is the information and experiences directed towards an end-user or audience.
‣ Content is "something that is to be expressed through some medium, as speech, writing or any of various arts".
‣ Content can be delivered via many different media including the Internet, apps, television, audio CDs, books, magazines, and live events, such as conferences and stage performances.
‣ Content can also be a service. Think medical content for example.
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CONTENT HAS A PAST
@borislavkiprin
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Source: Wikimedia@borislavkiprin
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Source: Wikimedia@borislavkiprin
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Source: Wikimedia@borislavkiprin
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Source: Wikimedia@borislavkiprin
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THE OLD DAYS ARE GONE
‣ WE USED TO THINK ANALOG‣ WE USED TO READ ANALOG‣ WE USED TO CALL ANALOG‣ WE USED TO ARRANGE ANALOG‣ WE USED TO DO EVERYTHING ANALOG
@borislavkiprin
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CONTENT HAS A PRESENT
@borislavkiprin
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NOW EVERYTHING IS DIGITAL
Source: Huffingtonpost & University of Chicago@borislavkiprin
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EVEN THIS
Source: Nest & Wikimedia@borislavkiprin
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A BIT OF NUMBERSMOBILE IS BIGGER THAN DESKTOP
Source: Comscore@borislavkiprin
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MORE NUMBERS
‣ 86% OF MOBILE INTERNET USERS USE THEIR DEVICE WHILE WATCHING TV.
‣ ADULTS SPEND MORE TIME ON MOBILE MEDIA THAN THEY DO ON NEWSPAPERS AND MAGAZINES COMBINED.
‣ 99% OF SMARTPHONE OWNERS USE THEIR MOBILE BROWSER AT LEAST ONCE A DAY.
‣ 46% OF CONSUMERS WILL NOT RETURN TO A MOBILE SITE THAT IS NOT WORKING PROPERLY.
‣ 74% OF CONSUMERS WILL WAIT 5 SECONDS FOR A WEB PAGE TO LOAD ON THEIR MOBILE DEVICE BEFORE ABANDONING THE SITE.
‣ 39% OF THE BUSINESSES DO NOTHING TO MAKE THEIR SITE MOBILE-READY.
Source: pocketyourshop.wordpress.com@borislavkiprin
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BUT CONTENT IS NOT ONLY FOR MOBILE OR DESKTOP
‣ GAME CONSOLES‣ DIGITAL TV‣ VOICE RECOGNITION‣ VOICE ASSISTANCE‣ SMART HOME DEVICES‣ TRANSPORTATION‣ DIGITAL INFO PANELS‣ ALL THINGS SMART
@borislavkiprin
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Source: Wikimedia
REFLECTIONS ON SHAPING TRAVELLING CONTENT
@borislavkiprin
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CONTENT SHAPE
‣ PASS ME THE MICROSCOPE!
@borislavkiprin
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TAXONOMY, TAXONOMY, TAXONOMY
‣ LOGIC‣ STRUCTURE‣ COMMON SENSE‣ SHARED REFERENCE
@borislavkiprin
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Source: ARMA International
BREVITY, RIGHT TO THE POINT, RELEVANCE
‣ IN ORDER TO BE ABLE TO TRAVEL, CONTENT MUST BE JUST ENOUGH.‣ DISTRACTIONS MEAN
DROPOUTS‣ RELEVANCE IS GUIDING
LIGHT
Source: Turner Broadcasting System Inc.@borislavkiprin
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CONSIDER THE MEDIUM
‣DEVICES
‣TOUCH POINTS
‣POSSIBILITIES
‣CHALLENGES
Source: @mnmlivn@borislavkiprin
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CONSIDER THE ENVIRONMENT
Source: http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html@borislavkiprin
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‣TAKE CONTEXT AND
ENVIRONMENT INTO
ACCOUNT
‣DESIGN FOR MOBILITY
‣DESIGN FOR CONTEXT
‣DESIGN FOR EASE OF USE
MIND THE TOUCHPOINTS
Source: http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html@borislavkiprin
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WE ARE ALL HUMAN, BUT…
‣CULTURES CONSUME CONTENT DIFFERENTLY
‣WHAT WORKS IN SOFIA, DOES NOT WORK IN SHANGHAI
‣SWEDEN IS DIFFERENT THAN ITALY
Source: www.clutchmagonline.com@borislavkiprin
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SCALABILITY
‣WHAT’S NEXT?
Source: Pinterest.com@borislavkiprin
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HAVE SOME EMPATHY
‣IT IS NOT JUST A #BUZZWORD
‣IT CAN TAKE YOU A LONG WAY
Source: Pinterest.com@borislavkiprin
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“THE POINT OF INFORMATION ARCHITECTURE IS MAKING THE COMPLEX CLEAR. BUT NOT BECAUSE CLARITY. BECAUSE THE TRUTH. THE POINT OF CLARIFYING COMPLEXITY IS FOR THERE TO BE MORE AND BETTER THE TRUTH.”
@danklyn on Medium
ETHICS
@borislavkiprin
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CONTENT HAS A FUTURE
@borislavkiprin
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MORE VESSELS, MORE OPTIONS
Source: gregverdino.com & theatlatic.com@borislavkiprin
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MORE CONTENT. A LOT MORE.
@borislavkiprin
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MORE INTEGRATION
Source: gregverdino.com@borislavkiprin
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Q&A
Thank you!
Twitter: @borislavkiprin
LinkedIn: …/in/borislavkiprin/
Website: borislavkiprin.com
30BULGARIAN WEB SUMMIT 2017
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