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Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Context is King
Smart User Experiences
in the World of Work
What they are,
What they aren’t,
And why they’re important.
Ultan O’Broin, Senior Director, Oracle Applications Cloud
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement
The following is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.
The copyright of images contained in this
presentation for illustration purposes are
gratefully acknowledged
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
What I Do (@localization)
• Sales enablement: deal support online and
in person – EMEA and APAC – with User
Experience must-haves
• Oracle PartnerNetwork enablement
with User Experience resources
• User Experience innovation demos and
market feedback
• Increase Oracle Cloud value using User
Experience Differentiator
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
con·text
/ˈkäntekst/
noun
The circumstances that form the setting for an event,
statement, or idea, and in terms of which it can be
fully understood and assessed.
Context is the essence of user experience
We have come a long way
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
ContextSmartA More Human
Way of Working
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
From glimpses to fear
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
● Descriptions
● Derived
● User control
● Application level
o domain
o modes/roles
o settings and preferences
● YYMV on success
● Manual QA
context in software localization: “it depends”
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
enter machine intelligence
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
machine learning and big data
• Machine learning: computers learn without explicit programming
• Big Data: very large data set analysis to reveal subtle but significant
patterns and trends
• Statistical Machine Translation(MT) versus Rule-Based MT analogy
• MT Hybrids
• Machine learning technology recognizes, classifies, analyzes the world
around us
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
● Increase in availability, quantity and diversity of data
o Enhanced computational, networking, and storage resources
o Mobile and wearable computing
● Enables context at the task and micro task level: a “closer fit”
● Promise of lasting UX relationship if you APIs
the cloud and context
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
cool UX, but it is usable?
• Beauty ≠ usable, usable = beauty
• Smart UX independent of technology
and devices ≠ gadgetry
• Analogy
– Notepads versus iPads?
– CAT versus Microsoft Excel?
• Technology versus interaction and ritual
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
human part of the context equation: that fit with your
day
● User information
o habits and history
o emotional and biophysical state
● Social environment
o co-location of others
o social interaction and group dynamics
● Tasks
o spontaneous/opportunistic
o directed
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
environmental part of the context equation
● Context of Use
(the hidden third rail of adoption)
● Location
o absolute and relative position
● Infrastructure
o surrounding resources
o Provided
o ubiquitous
● Physical conditions
o light, noise, pressure, temperature, etc.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
sources of contextual information...
● Mobile devices
o geolocation (GPS) and orientation (compass,
accelerometer)
● Beacons & sensors
● Wearable tech
o biometrics, eye tracking
o Heart rate monitors
o Emotional state
● Smart interconnected devices (IoT)
● Digital footprints
o social networks, buying habits, check-ins,
travel itineraries, web visit
patterns, internet history
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
3 smart ux impacts on daily lives
automation
advice
discovery
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
automation: #everyonespeaksfood
• Filling in order forms
• Sending notifications just-in-time
• Prioritizing events and actions
• Performing tasks
• Audience: Which jobs will be automated
first? Which will never be?
• Which GILT jobs will change?
• “Those who own robots and those who
work for them” (Marc Andreessen)
• Menus vs Cooks and Google Translate
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
advice: beyond #uncannyvalley
• What to buy?
• Which route to take?
• More complex future options:
– Talent fit to job role
– Impact of financial decisions
– Store layouts (#VR)
• Global branding
• Statutory localization requirements
• Cultural and social convention
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
discovery: #parseymcparseface = fugeddaboutit
• Boundless possibilities
– Social media: disease prevention, workforce changes
– Fintech: market movements
– Promising locations for oil and gas exploration
– Drug discovery (big pharma and friends)
– Legal duedil (Ross, Watson lawyer)
– Global climate change (models)
• Machine intelligence heavy lift of variables
across terrabytes in the cloud
• Digestible results, invite discovery, do more
• More productivity, business opportunities
• Biggest ROI on smart UX?
• Alters work/life balance in new ways
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
machine learning, big data and human translation
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
cooking up the human machine dialog
• Essential: user requirements (context of
use)
• Interdependent relationship: human versus
machine?
• Smart UX recognizes a highly nuanced
dialog: sensitive to cultural conventions of
work, life, society
• Smart UX? Natural, intuitive, seamless.
Transparent
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
big data theory...
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
mobile capture and NLP: challenges
• machine learning to parse
NLP, identify keywords &
relationships
• So translation is not a
context problem per se, but
NLP
• classifiers needed post-NLP
• data and linguist intensive
• colloquial phrases as native
speaker would use them
needed
• trainable and personalizable
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
capture: what is context again?
● provides a frame-of-reference
o orientation within a ‘world
model’
o allows us to measure
relevance to things around us
o informs our decisions about
what to do next
o make that sale?
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
but context is not...
● data discovery
o context is not data analysis per se, but provides a perspective on the
data
● machine learning
o context provides data to machine learning algorithms, but it is not
machine learning
● NLP
o NLP can both help determine context and can use context, but it is not
context
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
context facilitates intelligent UXs
● transparent software where the ‘right thing just happens’
● free users from mundane tasks to focus on what they love doing
● relevant-only notification
● decision augmentation
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
So, ‘Context’ is a design
approach,
not a specific
implementation!
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 28
main smart UX lessons for GILT industry
● GILT industry must stay current with Cloud and tech innovation,
AI, ML, VR, AR…
● Stay focused on user experience as “smart UX”
● Be independent of technology (device neutral, etc)
● Context should be generated
● Context of use must be respected
● You won’t be out of a job, but “it depends”
(cooking, translation, painting, writing tests)
● You may end up doing a job that doesn’t exist now
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 29
Connect
Twitter: @localization (GILT+UX)
www.multilingual.com (Blogos)
Blogs.Oracle.com/translation
YouTube: oracleusableapps
Blogs.Oracle.com/@UsableApps
Twitter: @UsableApps
Usable Apps on LinkedIn
Usable Apps on Storify
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
We’re done.
Questions?
QUESTIONS?

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Context is King: Smart User Experiences and the World of Work

  • 1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Context is King Smart User Experiences in the World of Work What they are, What they aren’t, And why they’re important. Ultan O’Broin, Senior Director, Oracle Applications Cloud
  • 2. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. The copyright of images contained in this presentation for illustration purposes are gratefully acknowledged
  • 3. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | What I Do (@localization) • Sales enablement: deal support online and in person – EMEA and APAC – with User Experience must-haves • Oracle PartnerNetwork enablement with User Experience resources • User Experience innovation demos and market feedback • Increase Oracle Cloud value using User Experience Differentiator
  • 4. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | con·text /ˈkäntekst/ noun The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. Context is the essence of user experience We have come a long way
  • 5. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ContextSmartA More Human Way of Working
  • 6. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
  • 7. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | From glimpses to fear
  • 8. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ● Descriptions ● Derived ● User control ● Application level o domain o modes/roles o settings and preferences ● YYMV on success ● Manual QA context in software localization: “it depends”
  • 9. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | enter machine intelligence
  • 10. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | machine learning and big data • Machine learning: computers learn without explicit programming • Big Data: very large data set analysis to reveal subtle but significant patterns and trends • Statistical Machine Translation(MT) versus Rule-Based MT analogy • MT Hybrids • Machine learning technology recognizes, classifies, analyzes the world around us
  • 11. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ● Increase in availability, quantity and diversity of data o Enhanced computational, networking, and storage resources o Mobile and wearable computing ● Enables context at the task and micro task level: a “closer fit” ● Promise of lasting UX relationship if you APIs the cloud and context
  • 12. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | cool UX, but it is usable? • Beauty ≠ usable, usable = beauty • Smart UX independent of technology and devices ≠ gadgetry • Analogy – Notepads versus iPads? – CAT versus Microsoft Excel? • Technology versus interaction and ritual
  • 13. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | human part of the context equation: that fit with your day ● User information o habits and history o emotional and biophysical state ● Social environment o co-location of others o social interaction and group dynamics ● Tasks o spontaneous/opportunistic o directed
  • 14. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | environmental part of the context equation ● Context of Use (the hidden third rail of adoption) ● Location o absolute and relative position ● Infrastructure o surrounding resources o Provided o ubiquitous ● Physical conditions o light, noise, pressure, temperature, etc.
  • 15. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | sources of contextual information... ● Mobile devices o geolocation (GPS) and orientation (compass, accelerometer) ● Beacons & sensors ● Wearable tech o biometrics, eye tracking o Heart rate monitors o Emotional state ● Smart interconnected devices (IoT) ● Digital footprints o social networks, buying habits, check-ins, travel itineraries, web visit patterns, internet history
  • 16. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 3 smart ux impacts on daily lives automation advice discovery
  • 17. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | automation: #everyonespeaksfood • Filling in order forms • Sending notifications just-in-time • Prioritizing events and actions • Performing tasks • Audience: Which jobs will be automated first? Which will never be? • Which GILT jobs will change? • “Those who own robots and those who work for them” (Marc Andreessen) • Menus vs Cooks and Google Translate
  • 18. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | advice: beyond #uncannyvalley • What to buy? • Which route to take? • More complex future options: – Talent fit to job role – Impact of financial decisions – Store layouts (#VR) • Global branding • Statutory localization requirements • Cultural and social convention
  • 19. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | discovery: #parseymcparseface = fugeddaboutit • Boundless possibilities – Social media: disease prevention, workforce changes – Fintech: market movements – Promising locations for oil and gas exploration – Drug discovery (big pharma and friends) – Legal duedil (Ross, Watson lawyer) – Global climate change (models) • Machine intelligence heavy lift of variables across terrabytes in the cloud • Digestible results, invite discovery, do more • More productivity, business opportunities • Biggest ROI on smart UX? • Alters work/life balance in new ways
  • 20. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | machine learning, big data and human translation
  • 21. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | cooking up the human machine dialog • Essential: user requirements (context of use) • Interdependent relationship: human versus machine? • Smart UX recognizes a highly nuanced dialog: sensitive to cultural conventions of work, life, society • Smart UX? Natural, intuitive, seamless. Transparent
  • 22. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | big data theory...
  • 23. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | mobile capture and NLP: challenges • machine learning to parse NLP, identify keywords & relationships • So translation is not a context problem per se, but NLP • classifiers needed post-NLP • data and linguist intensive • colloquial phrases as native speaker would use them needed • trainable and personalizable
  • 24. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | capture: what is context again? ● provides a frame-of-reference o orientation within a ‘world model’ o allows us to measure relevance to things around us o informs our decisions about what to do next o make that sale?
  • 25. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | but context is not... ● data discovery o context is not data analysis per se, but provides a perspective on the data ● machine learning o context provides data to machine learning algorithms, but it is not machine learning ● NLP o NLP can both help determine context and can use context, but it is not context
  • 26. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | context facilitates intelligent UXs ● transparent software where the ‘right thing just happens’ ● free users from mundane tasks to focus on what they love doing ● relevant-only notification ● decision augmentation
  • 27. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | So, ‘Context’ is a design approach, not a specific implementation!
  • 28. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 28 main smart UX lessons for GILT industry ● GILT industry must stay current with Cloud and tech innovation, AI, ML, VR, AR… ● Stay focused on user experience as “smart UX” ● Be independent of technology (device neutral, etc) ● Context should be generated ● Context of use must be respected ● You won’t be out of a job, but “it depends” (cooking, translation, painting, writing tests) ● You may end up doing a job that doesn’t exist now
  • 29. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 29 Connect Twitter: @localization (GILT+UX) www.multilingual.com (Blogos) Blogs.Oracle.com/translation YouTube: oracleusableapps Blogs.Oracle.com/@UsableApps Twitter: @UsableApps Usable Apps on LinkedIn Usable Apps on Storify
  • 30. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | We’re done. Questions? QUESTIONS?

Editor's Notes

  • #8: The Shockwave Rider 1975 It is the story of a female "artificial person", the eponymous Friday, genetically engineered to be stronger, faster, smarter, and generally better than normal humans. Artificial humans are widely resented, Friday 1982 Viruses): is moderately widely credited with coining the biological naming of malware like computer worms and viruses on a US-wide internet-like system; https://en.wikipedia.org/wiki/Friday_(novel) http://www.ft.com/intl/cms/s/0/bcfa7d6c-0af8-11e6-b0f1-61f222853ff3.html#axzz47aAhFue5 James H Schmitz’s undergraduate-age heroine Telzey Amberdon was using something that looks very like the world wide web, the global information medium which considerably postdates widespread use of the internet, in a series of short stories published in 1962 and a few years after; she was registering for courses, submitting coursework and catching up on missed lectures. Source of Google news: http://www.bbc.com/news/technology-36472140
  • #9: German simplified UI: Translation of “Performance” in German wasn’t acceptable as provided by Oracle. Partner switched it to the English.
  • #10: Source: https://www.google.com/selfdrivingcar/ http://fortune.com/2015/01/28/audis-self-driving-car/ http://techcrunch.com/2016/03/24/microsoft-silences-its-new-a-i-bot-tay-after-twitter-users-teach-it-racism/ http://indianexpress.com/article/technology/tech-news-technology/google-files-delivery-receptacle-patent-to-deliver-packages-securely/ http://www.ft.com/intl/cms/s/2/5a352264-0e26-11e6-ad80-67655613c2d6.html#axzz47aAhFue5
  • #11: RBMT https://en.wikipedia.org/wiki/Rule-based_machine_translation SMT and SBMT http://www.asiaonline.net/EN/MachineTranslation/default.aspx?QID=16#QID16
  • #13: Tuch, A., Roth, S., Hornbæk, K., Opwisa, K., & Bargas-Avilaa, J. (2012). Is beautiful really usable? Toward understanding the relation between usability, aesthetics, and affect in HCI. Computers in Human Behavior, 28 (5), 1596–1607. Curious Rituals: Gestural Interaction in the Digital Everyday https://curiousrituals.wordpress.com/
  • #14: Source: https://curiousrituals.wordpress.com/
  • #15: http://time.com/4309397/how-gps-is-messing-with-our-minds/
  • #16: https://flipboard.com/topic/internetofthings
  • #18: http://www.accttwo.com/blog/finance-automation-bookkeeper-robot.html http://www.treasuryinsider.com/2015/05/06/corporate-finance-jobs-being-taken-by-robots/ http://www.ft.com/intl/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#axzz47aAhFue5 http://www.geektime.com/2016/04/19/did-the-google-translate-restaurant-signal-a-new-venture-for-alphabet/ Audience answers: High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://www.ft.com/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#ixzz47acevaQo High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://www.ft.com/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#ixzz47act0FIw The BoE has calculated which roles are most likely to be replaced, with “those occupations most at risk including administrative, clerical and production tasks”, said Mr Haldane. “Clearly those in lower paying jobs are going to be more at risk,” said Sarbjit Nahal at Bank of America Merrill Lynch, whose report earlier this month calculated that UK employees on £30,000 or less were five times more likely to be replaced by artificial intelligence in the next 20 years than those paid in excess of £100,000. A study by the Massachusetts Institute of Technology recently showed that robots acting as bar staff were more efficient, and less impartial, than humans. Specialist jobs, from surgeons and dentists to firefighters, also rank among the least vulnerable positions. Farmers, athletic trainers and the clergy also have less than a 0.01 per cent chance of being replaced.
  • #19: http://www.geektime.com/2016/01/21/yandex-translate-beats-google-translate-by-adding-elvish-to-its-languages/ http://evoke.ie/events/mcdonalds-officially-unveil-the-mcmor https://www.oculus.com/en-us/blog/oculus-rift-retail-experience-kicks-off-at-best-buy-locations-may-7/ Google put up Boston Dynamics robotics division for sale partly fears about eery human-like machines, yet in Japan Androids present TV shows and robots accepted by consumers – human like – tolerance through exposure through exhibitions and animation http://www.ft.com/intl/robot-week. Japan’s aging population and shrinking workforce. Toshiba, etc
  • #20: Image sources: https://www.washingtonpost.com/news/innovations/wp/2016/05/16/meet-ross-the-newly-hired-legal-robot/ http://www.mobileinc.co.uk/2010/11/if-facebook-knows-when-people-break-up-and-google-can-predict-flu-does-linkedin-know-when-companies-are-in-trouble/ http://uk.businessinsider.com/googles-newest-software-is-named-parsey-mcparseface-no-seriously-2016-5?r=US&IR=T
  • #21: http://insidebigdata.com/2016/04/19/machine-translation-the-combination-of-machine-learning-and-human-intelligence/ https://unbabel.com/
  • #22: https://dailydependence.files.wordpress.com/2014/07/18-daily-dependence-usual-suspects.png
  • #29: https://www.theguardian.com/technology/2016/jun/04/man-v-machine-robots-artificial-intelligence-cook-write?CMP=Share_iOSApp_Other
  • #30: Check out these links for more information.