Behavioral responsivness
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The document discusses behavioral responsiveness in web development, emphasizing the importance of user-centric design that adapts to individual behaviors and patterns. It details how modern marketing techniques utilize user data to tailor experiences and improve usability in e-commerce and social media. Furthermore, it highlights the need for a methodology that asks the right questions to understand user behavior and effectively respond to their needs.
Behavioral responsivness
- 1. Behavioral Responsiveness in web development - Past, Present & Future (no code involved) By Ronni K. Gothard Christiansen
- 2. Who am I? Ronni K. G. Christiansen CEO at redWEB ApS including the branches of redWEB.dk, redWEB.us, redWEB.ca, redWEB.vn, redWEB.com.es, redWEBCONSULTANTS.nl, redHOST.dk, redHOST.pro, redCOMPONENT.com and iRedHOST.com 20 years experience with Web / IT.
- 3. Agenda 1. Introduction 2. Behavior 3. Meaning 4. Patterns 5. Behavioral Responsiveness 6. Questions 7. Thanks
- 4. Machinary Responsiveness in it self is however no new term and the technological definition is often tied to its application in Machinery Introduction
- 5. ”The ability of a machine or system to adjust quickly to suddenly altered external conditions, as of speed, load, or temperature, and to resume stable operation without undue delay.
- 6. Computer Science In computer science the definition is tied to the ability of the hard- or software to respond: Introduction
- 7. ”The specific ability of a system or functional unit to complete assigned tasks within a given time. For example, it would refer to the ability of an artificial intelligence system to understand and carry out its tasks in a timely fashion.
- 8. Computer Science Long delays can be a major cause of user frustration, or can lead the user to believe the system is not functioning, or that a command or input gesture has been ignored. Responsiveness is therefore considered an essential usability issue for human- computer-interaction (HCI). The rationale behind the responsiveness principle is that the system should deliver results of an operation to users in a timely and organized manner. Introduction
- 9. Computer Science In IT and Web it is however still based on a very rudimentary adoption of experience to the user. Introduction
- 10. Marketing Behavioral marketing takes online information and uses it to tailor the message to the user. Behavioral targeting uses web analytics, computer applications and cookies, browsing and search history, and IP addresses, to create user profiles of individual consumers. With that information, the website’s ad server will then generate relevant and targeted content or advertisements that appeals to their interests. Introduction
- 11. Web development In web development today responsiveness is the ability to respond to the viewport of a user and present an optimal experience for that viewport (and potentially also device although hardly used). In the last 5 years a growing mindset has taken up the idea that we need to respond to devices and sizes to give better experiences for the user. Introduction
- 12. Usercentric In emergence we see systems responding more in debt to the users, because they know the users and thus based on the users historic actions or settings can respond to give a unique or adopted variation of the system to a specific user. Widespread application in Marketing & Ecommerce in general. Also widespread application in Social Media (friends, followers etc.) and used for marketing optimization. Behavior
- 13. Historic & Demographic E-commerce as an example • If a user is of the type ”Monkey” • If a user is in the shopper group ”Monkyes” • If a user has shown a history of buying • If a user lives in an area that buys • If a user has signed up a newsletter about • If a user attended a competition about • If a user likes • If a user is friends with • If a user visits a webpage about Behavior
- 14. Search Engines People uses search engines to find meaningful content. Specific people search for specific content. What's interesting is really Not WHAT users search for - but HOW they search. Content Marketing is highly successful because it adopts a new mindset based on HOW we build content hierarchies and content to match the interests of the user. HOW we constitute a reality that follows the needs of the user by responding to the users behavior (the pattern) in the search engines. Google Analytics primarily used for targeting and retargeting – storing data based on cookies – still user specific and not based on patterns and prediction but on history and analysis. Behavior
- 15. Human Responsive Behaviors (RB) is a term originating from, and preferred by, persons with dementia that represents how their actions, words and gestures are a response, often intentional, to something important to them. So what is important is not that WHAT they want but that they want something and HOW they seem to form a pattern in their responses that can be read to understand WHAT they want – so if the focus is on reading the signs and responding to them meaning can be made and people with dementia can be helped. Behavior
- 16. Pattern Centric By analyzing the path of a user on a website and correlating it to what people have purchased we get the ability to PREDICT what people will buy based on their behavior as represented by their pattern – and not just that they used to buy Bananas last year (traditional business intelligence for ecommerce). Examples currently in the market of behavior based prediction: PredictionIO (Open Source), Google Prediction API, Wise.io, BigML, Skytree Behavior
- 17. Prediction By analyzing the path of a user on a website and correlating it to what people have purchased we get the ability to PREDICT what people will buy based on their behavior as represented by their pattern – and not just that they used to buy Bananas last year (traditional business intelligence for ecommerce). Examples currently in the market of behavior based prediction: PredictionIO (Open Source), Google Prediction API, Wise.io, BigML, Skytree Behavior
- 18. Pattern Centric Patterns are important to recognize what is meaningful to a user. Once a pattern is established and meaning derived we can respond to the behavior and adjust the experience of the user in our website. The scale of adjustments can be very differentiating the sky is the limit. Meaning
- 19. Questions Patterns leads us to understand what is meaningful to a user and then we can respond but to be able to do so we need to ask the right questions. Some examples of “questions” to ask ourselves could be: • Why do people show a certain behavior? • Why do people show different behaviors? • Why do people change behavior? • Could there be any geographical differences in behavior? • Could there be any gender-based differences in behavior? • Are there any age-based differences in behavior? • And many more Patterns
- 20. Responses Having asked the right questions – in the form of collecting the relevant behavioral data we can start to respond. If we see Men aging 35-50 using filtering and parameters more maybe we should respond by offering more of that to them. If we see Women from 25-50 clicking more on images maybe we should make the images larger and remove some filtering options etc. If we see someone using the search forms maybe we should popup a chat help or “call this number to get help” If someone ads something to the cart and then removes it again maybe we should ask why? And maybe offer a discount. Patterns
- 21. Behavioral Responsivess So based on a wish to understand the patterns we ask questions and expect answers and based on those answers we can respond and perform behavioral responsiveness. But how do we ask those questions and collect the answers? • Event systems • Logging system • Search systems • GEO IP based systems • Archiving systems • Aggregation systems or methodology • Prediction as a service • Analytics as a service • BIG Data • AB Split testing • And more… Behavioral Responsivness
- 22. Behavioral Responsivess Website specific some idea comes to mind • Modules responding to user demographics • Modules responding to user history • Modules responding to knowledge of user • Modules responding to patterns of user • Clicking images or links • Using search • Using filtering • Tracking scrolling, clicking, tabbing, opening etc. • Time spent on the page (confused or meaningful) • Arrived from • Social Media (Organic or Paid) • Search Engines • Direct Search Behavioral Responsivness
- 23. Behavioral Responsivess Website specific some idea comes to mind • Templates responding to user demographics • Templates responding to user history • Templates responding to knowledge of user • Templetes responding to patterns of user • Clicking images or links • Using search • Using filtering • Tracking scrolling, clicking, tabbing, opening etc. • Time spent on the page (confused or meaningful) • Arrived from • Social Media (Organic or Paid) • Search Engines • Direct Search Behavioral Responsivness
- 24. Behavioral Responsivess Overall goals • Increase complexity of website • Decrease complexity of website • Increase visual elements of website • Decrease visual elements of website • Increase text amounts and informational levels • Decrease text amounts and informational levels • Increase features of website • Decrease features of website • Etc. Paired with “traditional” responsiveness to viewport and device to give a better experience for the user. Behavioral Responsivness
- 25. Behavioral Responsivess So what's the point? • A new way of considering why your users do something • A new way of considering what you can do to improve their experience • A new methodology for what you can do • A new focus on asking questions • A new focus on finding answers • A new focus on using the patterns • A new focus on responsiveness based on the users behavior Behavioral Responsivness
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- 27. Thanks @redwebdk