I’m consistently amazed at the disregard many of us Web professionals have for context. It’s an easy trap to fall into. We have an idea, deadline, list of requirements, or technology we need to execute on, so we jump right in. One thing we need to be mindful about when we make that jump is context.
Context was there before the chicken or the egg
There is an inherent set of influences on context that must be considered, and those are the ones that the user brings to the experience. The user establishes, albeit hard to accurately measure, the initial context in which your site/app/content is interpreted through. They have a unique background, geographical region, life experience, and world view that shapes the way they move about your work.
Understanding, thoroughly, your own message goes a long way in effectively bridging the initial gap that inherently exists, but that’s not enough. We must also be sensitive to the cultural, social, and individual influence, each user brings to the experience. 1
Context starts before your content is loaded
One of the major assumptions we tend to make about context is the media device our content is going to be rendered on. Understanding the device aught to drastically influence the way we design the user experience.
Be mindful that the user may not have much of a choice in the technology your content is delivered on. If you’re building an application that helps farmers regulate or monitor their water use, then you have to consider that many rural areas don’t have broadband, and may not have internet access apart from their cell phones. If you’re working with a non-profit that provides resources for those with disabilities, you must consider screen readers, brail machines, and large font displays. On that note, if you’re working with anyone in the education and government sectors you need to pay attention to 508 accessibility laws. 2
Context has history
When we present content it’s important to understand where the user has been. In some cases, this can have an immediate affect on the types of content we deliver. For example, if someone enters your site via Google, and they land on part 3 of a 3 part series on “The Political Climate on Social Networks” it would be extremely beneficial to the user to be made aware of that, as well as direct them to what they’ve missed.
Understanding their history can also be used to help float useful and meaningful content to the surface of your site as the user moves about. For example, if you know your user has been shopping for children’s books for the past few clicks, it may be helpful to surface a book to a featured section of the site that just won an award in children’s literature.
Context a future
Understanding where a user is headed is crucial to delivering a meaningful user experience. If you know a user is going to end up in a registration process, or a checkout process, or some sort of “next step”, we can affectively guide them in that direction, and inform them along the way. 3
Context matters
Understanding context helps us close the loop in a users experience. Being mindful of this helps build trust and loyalty, as well as differentiates a quality experience from an average one.
1. It should go without saying that your message needs to be culturally, socially, and individually relevant based on your target audience. The more specific you can be, the more gracefully you can communicate.
2. I’ve worked in university and government life for over 10 years, dealing exclusively with the Web, and I’m convinced we all need to pay attention to 508, whether we’re mandated by Congress or not. IMHO.
3. I recently bought a pair of boots from the “world’s leading provider of apparel and accessories for the country/western lifestyle” and was annoyed that nowhere in the purchasing process was I made aware of how to take care of these boots. Even after they showed up at my door there was still no care instructions.
Understanding Context at 30,000 Feet
I’m consistently amazed at the disregard many of us Web professionals have for context. It’s an easy trap to fall into. We have an idea, deadline, list of requirements, or technology we need to execute on, so we jump right in. One thing we need to be mindful about when we make that jump is context.
Context was there before the chicken or the egg
There is an inherent set of influences on context that must be considered, and those are the ones that the user brings to the experience. The user establishes, albeit hard to accurately measure, the initial context in which your site/app/content is interpreted through. They have a unique background, geographical region, life experience, and world view that shapes the way they move about your work.
Understanding, thoroughly, your own message goes a long way in effectively bridging the initial gap that inherently exists, but that’s not enough. We must also be sensitive to the cultural, social, and individual influence, each user brings to the experience. 1
Context starts before your content is loaded
One of the major assumptions we tend to make about context is the media device our content is going to be rendered on. Understanding the device aught to drastically influence the way we design the user experience.
Be mindful that the user may not have much of a choice in the technology your content is delivered on. If you’re building an application that helps farmers regulate or monitor their water use, then you have to consider that many rural areas don’t have broadband, and may not have internet access apart from their cell phones. If you’re working with a non-profit that provides resources for those with disabilities, you must consider screen readers, brail machines, and large font displays. On that note, if you’re working with anyone in the education and government sectors you need to pay attention to 508 accessibility laws. 2
Context has history
When we present content it’s important to understand where the user has been. In some cases, this can have an immediate affect on the types of content we deliver. For example, if someone enters your site via Google, and they land on part 3 of a 3 part series on “The Political Climate on Social Networks” it would be extremely beneficial to the user to be made aware of that, as well as direct them to what they’ve missed.
Understanding their history can also be used to help float useful and meaningful content to the surface of your site as the user moves about. For example, if you know your user has been shopping for children’s books for the past few clicks, it may be helpful to surface a book to a featured section of the site that just won an award in children’s literature.
Context a future
Understanding where a user is headed is crucial to delivering a meaningful user experience. If you know a user is going to end up in a registration process, or a checkout process, or some sort of “next step”, we can affectively guide them in that direction, and inform them along the way. 3
Context matters
Understanding context helps us close the loop in a users experience. Being mindful of this helps build trust and loyalty, as well as differentiates a quality experience from an average one.
1. It should go without saying that your message needs to be culturally, socially, and individually relevant based on your target audience. The more specific you can be, the more gracefully you can communicate.
2. I’ve worked in university and government life for over 10 years, dealing exclusively with the Web, and I’m convinced we all need to pay attention to 508, whether we’re mandated by Congress or not. IMHO.
3. I recently bought a pair of boots from the “world’s leading provider of apparel and accessories for the country/western lifestyle” and was annoyed that nowhere in the purchasing process was I made aware of how to take care of these boots. Even after they showed up at my door there was still no care instructions.