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

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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