We live in a world that is increasingly connected, with services that offer a degree of “personalisation” based on assumptions of our needs created on an extrapolation of our previous actions. As our digital footprints become larger and more connected, we are offered the potential to move to a new level of services that place us, rather than the services we consume firmly at the centre, a web that is ultimately formed around the individual rather than the other way around.
Today, personalisation is an incredibly blunt tool. The services we use, the content we consume, the adverts we see are all provided based on the basis of some prediction as to what we might be trying to achieve based on our past behaviours. However, it is not just that this prediction is currently extremely basic, it also does not yet fully take into account the rich, broad context that accompanies us wherever we are, whatever we are doing, a context that holds the key to creating services and experiences that offer us not just a precise reflection of the services we need but also positions us to make discoveries of incredible new content, products and truly human experiences.
As individuals, our actions are guided by a complex range of signals which we intuitively use both explicitly and implicitly. These signals form the basis for the services and content we choose to consume and influence the decisions and discoveries we make in everything we do. The You Centric Web is a place that is not just aware of this context, but brings it together and makes sense of it, delivering an overall experience that is truly reflective of us as unique individuals.
This context exists across four key dimensions that are real time, living states that change and shift as we go about our everyday lives. The four dimensions that influence our behaviour are:
Emotional – my emotional state. My current emotional level will influence the decisions I make and the services I’m looking for. For example the music I select when I’m happy may be different from that which I select when I’m less so.
Social – who is with me physically and my virtual social connections. Watching a sports game or a movie with friends is a different experience to watching it alone or connected to others remotely for a shared viewing experience. Equally, the context of what my friends do is also a powerful signal that provides a trusted source of influence that may be incorporated to help me make my decision.
Environmental – where I am, the device I’m using, the time of day, the temperature, my location, my direction of travel, the current weather and so on. Each of these factors plays a role in influencing both my decision and equally inferring the intent of my actions. Searching for “sushi” on my mobile device at lunchtime while walking down a street in the centre of town will likely be for a different purpose than if I were to search for it sat at home in the evening on my main home computer.
External – This represents a broad range of external factors that offer further contextual signals that may influence my actions and decisions. For example, a significant societal issue (like the recession) or a nationwide campaign on childhood poverty (or global warming etc) may make me consider different choices about the activity, actions and content I pursue.
These four domains are joined together and under-pinned by a rich pool of historical evidence about previous actions which can serve to highlight a likely (but not certain) outcome for any given decision or choice.
The connection of these different dimensions of context has been impossible in the past as not only did we lack the ability to accurately capture and interpret our current state in real time, we also lacked the ability to join them all together and analyse them as a collective. In a world of socially connected experiences, big data, cloud computing and natural user interfaces this really starts to change.
Using natural interface technologies like Kinect, we are finally able to start to capture and use much richer information about the emotional, social and (some of) the environmental factors that will influence my activities. As they continue to evolve, devices like Kinect will help understand our emotional state, the environment we’re sitting in and who is with us. Early examples of this have already been shown, but we know it is still early days and the technology still has much further to go before this is pervasive and usable across a variety of services.
In addition to the technological developments described above, the increasing capability to connect and analyse vast, disparate data sources starts to provide the opportunity to take a broader “systemic” view and a deeper level of insight that can be used to infer further elements of the context surrounding an individual. In this area, the brave new world of “Big Data” and the cloud becomes an immensely powerful capability that offers the potential to provide incredible new context and insight that can be used to shape experiences even further. My favourite example of this was some recent research done in the US that analysed cellphone usage data from 50,000 individuals and was able to accurately predict the _future_ location of any given individual with 93% confidence. (And there I was thinking I was in control. )
By joining up and effectively understanding this broad, rich context, it becomes clear to see how basic today’s world of personalised services is and just how far we’ve yet to go. Being told that “people who have bought product A also bought product b” is no longer going to feel useful or even relevant.
However, beyond the further technological innovation that will be required to make this a reality, there are also several advances in how we as a modern society think about, use and trust the services that will be required if we are to get to a point where we can really maximise the potential of this world that is moulded around the individual. In particular, there is a growing trend of a fear of “over personalisation”, a world full of filters and “popular content” which is devoid of discovery and one in which the power (and importance of) serendipity becomes increasingly hard to come by.
The common mistake being made that drives this fear is to think that personalisation by default excludes discovery, or that perfect personalisation means ultimate precision. This is a world where I am precluded from finding new things which I am unaware of or from uncovering new items which may not be considered relevant to my interests. In many ways, the You Centric Web must represent the slightly random, uncontrolled nature of our human world, injecting random and unrelated content in order to broaden and extend the overall experience and introduce new direction and insight. In some ways, this is no different to the role a good news editor plays in ensuring that the audience receives a broad range of content that is of interest to the majority along with an essential range of content that is intended to interrupt and disrupt your established areas of interest – a process that not only broadens the mind, but equally expands the potential for new discovery and conclusions (and the adjacent possible).
In a world drowning in data and information, personalisation provides the only way for an individual to not just find, but most importantly, to trust the information and services being provided. Trust is key here, not only does the consumer need to trust the services, they increasingly need to be able to trust the service provider, to know that their data and information about themselves is respected, kept private unless the consumer has indicated otherwise.
We need to recognise that our society continues along a long established journey about privacy that is not new in the information age, it has in fact been an issue for discussion and debate for hundreds of years. The information age accelerates the pace of change, but the basic principles remain the same for the individual. I need control, I need transparency and increasingly, I need a tangible value proposition (i.e. what do I get in return).
These principles, offer us a way forward. By putting the individual in control of their data, being transparent about how the data is being used and crucially being really explicit about the value that will be provided we can turn around some of the “trust issues” that we read about so frequently today.
The You Centric Web offers an inversion of today’s web, placing the user at the centre and in full control of the overall experience. It promotes discovery, celebrates serendipity and offers a personalised path through the oceans of data, content and experiences that the modern digital society has to offer. The technology required to deliver the You Centric Web is beginning to appear now, but we have further to travel before it can reach its full potential. As a society, we will have to shift our expectations of how the digital world can augment the physical world and service and content providers will need to plan for and deliver on the potential of this connected, intensely personalised world as well as work hard to win the trust of consumers by placing them at the centre and protecting and respecting their rights. The You Centric Web is an inevitable part of our technological evolution; it is now down to all of us to ensure we are able to take up the promise of everything it has to offer.