There Is Such a Thing as a Mobile Context and There Is
Evidence to Prove itHelsinki, Friday 13 September 2013
Christiaan W. Lustig, senior consultant and strategist at Sabel Onlinemention me on Twitter: @ChristiaanWLstg
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“There is no mobile web.”— Stephen Hay
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Site stats are corrupted by how easy — or how hard! —
it is to find your content.@ChristiaanWLstg ;-)
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4-6 top tasks20% of votes40-60 bottom tasks = 20% of votes
Top task research for one of the 4 major University Medical Centres in the Netherlands
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In which situation do you most often visit the UMC website? a. From homeb. From my office or practice, or from my
work place in the hospitalc. On my way to the hospitald. In the hospital for an appointment, visit or
admissionPhoto by Andrea Wren — http://www.flickr.com/photos/missus_mop/242292562/
In the hospital for an appointment, visit or admission
On my way to the hospital
From my office or practice, or from my work place in the hospital
From home
0 500 1000 1500 2000
208
7
615
1875
What does this mean?
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‘Static context’# task c. % c. tasks
1 Treatment (how specific illnesses and conditions are treated) 4.6% 1.2%
2 Disease/condition (what does an illness involve) 8.9% 2.3%
3Contact details (address, e-mail, site phone numbers, departments, specialist fields)
13.2% 3.5%
4Viewing and updating my records (via the patient portal: personal details, treatment plans, results; notes, questionnaires)
16.7% 4.7%
5 Making, viewing, changing and cancelling appointments 19.9% 5.8%
6Scientific research at UMC Utrecht (results, publications, facts and figures, etc.)
22.9% 7.0%
7 Referrals procedure (regular, urgent) 25.9% 8.1%
‘Mobile context’# task c. % c. tasks
1 Making, viewing, changing and cancelling appointments 4.1% 1.2%
2 Admission (what can I expect before, during and after admission?) 8.3% 2.3%
3 Disease/condition (what does an illness involve) 12.2% 3.5%
4 Waiting times (appointment, examination, treatment) 16.2% 4.7%
5 Treatment (how specific illnesses and conditions are treated) 19.7% 5.8%
6Examination and diagnosis (how is a diagnosis made, what does an examination involve, when do I get the result)
23.0% 7.0%
7 Treatment teams (the people who are involved in a treatment) 25.9% 8.1%
# ‘static’ ‘mobile’ diff.
1Treatment (how specific illnesses and conditions are treated)
Making, viewing, changing and cancelling appointments +4
2 Disease/condition (what does an illness involve)Admission (what can I expect before, during and after admission?)
+28
3Contact details (address, e-mail, site phone numbers, departments, specialist fields)
Disease/condition (what does an illness involve) -1
4Viewing and updating my records (via the patient portal: personal details, treatment plans, results; notes, questionnaires)
Waiting times (appointment, examination, treatment) +15
5Making, viewing, changing and cancelling appointments
Treatment (how specific illnesses and conditions are treated)
-4
6Scientific research at UMC Utrecht (results, publications, facts and figures, etc.)
Examination and diagnosis (how is a diagnosis made, what does an examination involve, when do I get the result)
+4
7 Referrals procedure (regular, urgent)Treatment teams (the people who are involved in a treatment)
+15
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1. What does my condition involve?2. Which treatment is usually
prescribed?3. How do I find a specialist doctor?
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1. Where do I need to report?2. What might I expect during admission?3. Are there any delays with my
appointment?
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“How do you know a user’s actual context?”
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Context ≠ device
Task + location + network + device ≈ context
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@ChristiaanWLstg
Location
NetworkPhoto by Phil Dean — http://www.flickr.com/photos/phild41/6304672549/
How to adapt your content strategy?
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Content choreography
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“One well-structured flexible reusable set of content that can be published to many places.”— Karen McGrane
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“You need human judgment to decide what actually matters.”
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Kiitoksia paljon!
@ChristiaanWLstgChristiaanLustig.nl
