Behavioral Responsiveness in web development - Past, Present & Future Video available: https://www.youtube.com/watch?v=_VKNDh7VXbw&list=PLSwFVRVZ3joRlHSiJ8JxKsvI9uWlr1tik&index=51

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

26. ?
?
? ??

27. Thanks
@redwebdk