@nozurbina #LavaCon
Integrating our Online and Offline worlds
Noz UrbinaFounder and Content Strategist
Urbina Consulting
urbinaconsulting.com/about-you
@nozurbinaMe (Noz Urbina)Content strategist
Consultant/trainer
Author
Futurist / Translator
1 year anniversary celebrationist!
H2H (B2C/B2B)
urbinaconsulting.com
The IoT revelation
The wearables revelation
The 4D content
revelation
Thesis: There is no longer an online and offline world. Holding on to that paradigm
hurts communication.
Digital = computerised (but use interchangea
bly with ‘Online’)
Offline = our
physical, material
world
Online = mediated
via the internet
The IoT revelation
The wearables revelation
The 4D content
revelation
Thesis: There is no longer an online and offline world. Holding on to that paradigm
hurts communication.
Don Yang, 950s Raphael, 1510
@nozurbinaWe conceive content in 2D
@nozurbinaCustomer experience is 4D1. Length 2. Width3. Depth
– “Drill down”– Progressive disclosure– Multi-asset relationships /
references– Search/Social
4. Time– Dynamic, real-time content– Audience/context-specific
content
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3
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@nozurbinaWe conceive content in 2D
@nozurbinaCustomer experience is 4D
“I want an answer now, please!”
(Oct 14, 2015. 16:55 pm)
Planning, structures and strategies have to
be time and depth aware
@nozurbinaTwitter & depth (3rd Dimension)• More metadata = more perspectives
ILTMagazin
e
Congility
2013
@tomspk
#elearning
@nozurbinaKindle & depth (3rd dimension)
Kindle XRay
@nozurbinaKindle & time (4th dimension)
@nozurbinaTravel sites & time
• Expedia
@nozurbinaTravel sites & time
@nozurbina4D content revelation: lesson
Don’t think digital users,
think people
The IoT revelation
The wearables revelation
The 4D content
revelation
Thesis: There is no longer an online and offline world. Holding on to that paradigm
hurts communication.
Digital-physical cross-overs
Digital or physical world?
Images property of McDonalds Corporation
Digital or physical world?
Happystudio.comImages property of
McDonalds Corporation
Online or physical world?
In-context, immediate, measurable feedback.
Expect more of this, and with personal ID’ing of
those giving ratings.
Digital or physical world?
Taxonomy & UI
“Like buttons”
Data collection
Metrics
ROI(http://youtu.be/P-
CUannVYNc)
Challenge: Real time
content curation
aka How I DJed a House Party with
Content Strategy
Full case study: bit.ly/theCSDJ
@nozurbinaIoT revelation: lesson
Think outside the box screen
The IoT relevation
The wearables revelation
The 4D content
revelation
Thesis: There is no longer an online and offline world. Holding on to that paradigm
hurts communication.
@nozurbina
What are wearable devices?
@nozurbinaWearables
• Watch
• Wristband
• Armbands
• Belt clip
• Body-embedded
• Headmounted– PIP, Overlay (augmented reality),
Virtual reality, EEG
• Clothing– Shirt, Short, Glove/band, Ring, Pants
• Sport & fitness
• Quantified self
• Healthcare
• Security
• Gaming
• Control– Computer, music, industrial equip,
military, home appliances
• Data accessibility
• Fashion
• Efficiency & convenience
Form factor Application
@nozurbina
They’re new
http://blog.precisiondialogue.com/category/user-research/eye-tracking/ http://www.popsci.com/technology/article/2012-07/marketers-tap-eye-tracking-and-brain-monitoring-get-inside-consumers-heads
They're big
They're diverse
They're diverse
They're diverse
http://devices.verizonwireless.com/content/dam/innovation/Device%20Images/Snaptracs,%20Inc./ColliePuppy_RF_W.png http://www.dairymaster.com/heat-detection/
They're getting
less ugly
Generated
Reality
They're not new!
http://bit.ly/nbigbadweb
Um….
@nozurbina
How wearables unify the world(s)
@nozurbina
How wearables unify the world(s)
They’re
puzzlepiece
a
@nozurbina
The puzzle
@nozurbina
Hi! Check it
out!
@nozurbina
Hi! Check it
out!
@nozurbina
Hi! Check it
out!
@nozurbina
Hi! Check it
out!
@nozurbina
But…
@nozurbina
90% of participants
Multiscreening
Google Multiscreening Report, 2012
@nozurbina
Hi! Check it
out!
Omnichannel
Multichannel =
Same content / 2D
Omnichannel = contextually-
appropriate / 4D
@nozurbina
Google UA knows you
regardless of device
@nozurbina
http://moveableonline.com/blog/2013/05/28/why-you-should-set-up-googles-new-universal-analytics-asap/
Movableonline.com
@nozurbina
Generated
Reality
@nozurbina
Generated
Reality
94% of businesses say
personalization is key to success
econsultancy.com
48% of shoppers would like to use a phone to shop while in stores
luxurydaily.com
Games…AR
bit.ly/1youFd7
@nozurbina
Don’t just take my word for it
Tango RoomAlive
Cave
@nozurbinaWearables revelation: lesson
The interface is disappearing
Final thoughts
@nozurbinaAdaptive contentEmbedding specific semantics & structure in our content enables contextually-appropriate and seamless online/offline experiences
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Games…AR
bit.ly/1youFd7
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@nozurbina
The gaming industry has been doing content-enabled world-design for 20 years. Reality needs to catch up with
virtual reality.
bit.ly/1youFd7
‘Are wearables there yet’?
Will you be there yet when they are?
There is no more internet of things
There are just things
Griffin the bear has been
travelling with me for two
weeks. He’s part of a project on the
power of global social/tech networks
My new proposed law:
“Moore’s law of human
generations”. Childhood tech
literacy is driving down time-to-culture-gap.
Valencia, SpainKrakow, Poland Frankfurt, Germany
Cullera, Spain Paris, France
Valencia, SpainKrakow, Poland Frankfurt, Germany
Cullera, Spain Paris, France
@nozurbinaYou might also like
Copenhagen, Denmark Napatech Nov 24-25 (2 days)Boston, USA Gilbane Dec 2
…your offices?
Contact us about hosting an open workshop in your facilities. If it happens, you can send some of your staff free of charge.
bit.ly/uc-events
WORKSHOPAdaptive content
modelling for omnichannel UX
Thank you!
(Q&A?)
