The Future of IdentificationPersonalization Through Interaction
Jonathan LeBlancHead of Developer Evangelism (North
America)PayPal | DeveloperTwitter: @jcleblanc
The Age of Online Identity
You can determine the personality profile of a person based on what they interact
with
Psychology Meets Technology
What they know
What they know they don’t know
What they don’t know even exists
Everything you know
Learningsomething
new
Building the Personality Profile
Our Subject Material
HTML content is unstructured
There are some pretty bad web practices on the interwebz
You can’t trust that anything semantically valid will be present
Start with Base Linguistics
Weighting
Keywords
Page Data
Weighting Important Data
Expanding to Phrases
Working with Hidden Users
Time Interactions and Identity
Applying Emotional Design
Color Theory & the Base Level
Primary color
Principal Emotion
Filler Color Neutral Glue
Accent colors Secondary Response
Some Color Theory may be BS…
Much is Based in Science
Birds with brightly colored leg bands higher on the mating ranks.
Red clothing in competition sports lead to higher win rate.
Culture Makes a Difference
Australian Aboriginals: Land, earth
Celtic: Death, afterlife
China: Good luck, celebration
Cherokees: Success, triumph
Hebrew: Sacrifice, sin
India: Purity
South Africa: Color of mourning
Eastern: Happiness and prosperity
Western: Excitement, danger, love,
passion
Putting Data + Emotions Together
Understanding the Path
What is the path the user takes?
The Path the User Takes
What the User Cares About
Measuring time on page to give insight into user topic interest
Topic Interest from Time on Page
Managing Irrelevant Content
Remove / hide content based on user profile and state
Traits of the BoredDistractionRepetitionTiredness
Reasons for BoredomLack of interestReadiness
Acting on Disinterest / Boredom
Highlighting on Agitated Behavior
Highlight relevant content to reduce agitated behavior
Expanding Identity via Commonality
Thank You!http://slideshare.net/jcleblanc
Jonathan LeBlanc (@jcleblanc)Head of Developer Evangelism (North
America)PayPal | DeveloperTwitter: @jcleblanc
