Justin Smith

Headlines, HBO, & Harry Potter a Case for Context

@xenoabe

1. What is Context? 2. Problems 3. Personal Context 4. Placement Context 5. Prose context 6. Process for context

This Talk

What is Context?

Con - text the circumstances that form the setting for an event, statement, or idea and in terms ofwhich it can be fully understood and assessed

Where am I?

What am I doing here?

“Would you hold my hand?”

Personal Context

The Question: Who?

Why?1. Deeper Connection/Engagement 2. Loyalty 3. Higher Potential for Immediate Interest

Love Languages

Power of Personal

Pandora

Netflix

Purpose

Audience

What if I can’t be personal?

1. Popularity 2. Priority

Lean into

What if?

Personal Context

1. User Analysis 2. Task Analysis 3. Analytics 4. Business Requirements

Placement Context

The Question: Where?

Within Page Within Site

Within Page

Gestalt Theory

Perceptual OrganizationProximity Compatibility Principle

Within Site

5. Visual Hierarchy & Organization

Placement Context - Within Page

2. Task AnalysisPlacement Context - Within Site

6. User Flows & Scenarios

Prose Context

The Question: Why?

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DISCOVER

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textCon

READ FULL STORY

SEE ALL GAMES

BROWSE ALL ARTISTS

WATCH THIS NOW

Cleverness and BrevityClarity >

You Might LikeDark Covers with Smoldering Stares

7. Involve Copywriters for Clarity

Prose Context

8. Build Trust with Users

Personal ContextThe Question: Who?

Placement ContextThe Question: Where?

Prose ContextThe Question: Why?

T. Hanks!

@xenoabe