1. Context First
What Context Platforms teach us about great experiences
Alexander
Graebe
Developer Relations
Lead
Uber

2. Today is April 1st

3. Where we are headed
Mobile
First
AI
First
Context
First

4. domo.com

5. youtube.com
Every online user
maintains
2-5 social media
accounts
on average

6. wayray.com

7. nest.com

8. sas.com
Data is still trapped in silos

9. xkcd.com

10. ~ 35.000decisions every day

11. designorate.com
Decision quality decreases

12. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae neque dolor.
Duis erat diam, bibendum quis suscipit vel, lobortis vel mauris. Fusce mattis sit amet
magna sit amet dictum. Aenean id sem a urna iaculis bibendum eget eget risus.
Pellentesque tristique quam ac erat vulputate ultrices. Duis dictum blandit ipsum,
dapibus finibus justo ornare ut. Alexander mauris eros, egestas eget unlearnt vitae,
feugiat sollicitudin ante. Graebe vitae nunc sit amet erat porttitor rutrum sed et neque.
Maecenas et feugiat orci, et mattis velit. Aliquam faucibus nisl to volutpat tincidunt.
Maecenas tellus lorem, speaks non iaculis a, aliquam dictum velit. Curabitur facilisis
felis eget magna volutpat posuere. Duis non nisi non erat imperdiet molestie. Russian
nec ornare velit. Maecenas hendrerit quam ex, at euismod sem varius eget. Interdum
et malesuada fames ac ante ipsum primis in faucibus. Nunc tincidunt nunc at pharetra
venenatis. CodeFest ut massa vehicula, ornare libero vitae, iaculis ante. Aenean
mattis elit eros, eu ultricies ex laoreet nec. Aliquam about. Suspendisse potenti.
Context non massa mollis neque efficitur egestas. Nulla libero tellus, vehicula at
dignissim hendrerit, Platforms in justo.

13. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae neque dolor.
Duis erat diam, bibendum quis suscipit vel, lobortis vel mauris. Fusce mattis sit amet
magna sit amet dictum. Aenean id sem a urna iaculis bibendum eget eget risus.
Pellentesque tristique quam ac erat vulputate ultrices. Duis dictum blandit ipsum,
dapibus finibus justo ornare ut. Alexander mauris eros, egestas eget unlearnt vitae,
feugiat sollicitudin ante. Graebe vitae nunc sit amet erat porttitor rutrum sed et neque.
Maecenas et feugiat orci, et mattis velit. Aliquam faucibus nisl to volutpat tincidunt.
Maecenas tellus lorem, speaks non iaculis a, aliquam dictum velit. Curabitur facilisis
felis eget magna volutpat posuere. Duis non nisi non erat imperdiet molestie. Russian
nec ornare velit. Maecenas hendrerit quam ex, at euismod sem varius eget. Interdum
et malesuada fames ac ante ipsum primis in faucibus. Nunc tincidunt nunc at pharetra
venenatis. CodeFest ut massa vehicula, ornare libero vitae, iaculis ante. Aenean
mattis elit eros, eu ultricies ex laoreet nec. Aliquam about. Suspendisse potenti.
Context non massa mollis neque efficitur egestas. Nulla libero tellus, vehicula at
dignissim hendrerit, Platforms in justo.
Algorithms help understand data

14. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae neque dolor.
Duis erat diam, bibendum quis suscipit vel, lobortis vel mauris. Fusce mattis sit amet
magna sit amet dictum. Aenean id sem a urna iaculis bibendum eget eget risus.
Pellentesque tristique quam ac erat vulputate ultrices. Duis dictum blandit ipsum,
dapibus finibus justo ornare ut. Alexander mauris eros, egestas eget unlearnt vitae,
feugiat sollicitudin ante. Graebe vitae nunc sit amet erat porttitor rutrum sed et neque.
Maecenas et feugiat orci, et mattis velit. Aliquam faucibus nisl to volutpat tincidunt.
Maecenas tellus lorem, speaks non iaculis a, aliquam dictum velit. Curabitur facilisis
felis eget magna volutpat posuere. Duis non nisi non erat imperdiet molestie. Russian
nec ornare velit. Maecenas hendrerit quam ex, at euismod sem varius eget. Interdum
et malesuada fames ac ante ipsum primis in faucibus. Nunc tincidunt nunc at pharetra
venenatis. CodeFest ut massa vehicula, ornare libero vitae, iaculis ante. Aenean
mattis elit eros, eu ultricies ex laoreet nec. Aliquam about. Suspendisse potenti.
Context non massa mollis neque efficitur egestas. Nulla libero tellus, vehicula at
dignissim hendrerit, Platforms in justo.
But, they create a filter bubble

15. We can do betterwith Context Platforms

16. Relax at
home
Catch up on
news
Prepare for
meeting
Navigate
while driving
Chat with
friends
Play video
games
See what
friends do
Search
Carpool
Manage
household
Manage
project
Date
Commute
with train
Work out
Watch videos
Listen to
music
Search for
parking
Shopping
Manage
finances
Find
inspiration
Life contexts
indicate intent
But, product interaction
does not consider these
contexts

17. Relax at
home
Catch up on
news
Prepare for
meeting
Navigate
while driving
Chat with
friends
Play video
games
See what
friends do
Search
Carpool
Manage
household
Manage
project
Date
Commute
with train
Work out
Watch videos
Listen to
music
Search for
parking
Shopping
Manage
finances
Find
inspiration
What works for

18. Relax at
home
Catch up on
news
Prepare for
meeting
Navigate
while driving
Chat with
friends
Play video
games
See what
friends do
Search
Carpool
Manage
household
Manage
project
Date
Commute
with train
Work out
Watch videos
Listen to
music
Search for
parking
Shopping
Manage
finances
Find
inspiration
doesn’t work for

19. Anticipate intent and make it visible
audi.co.uk

21. Intent C
Intent A
Intent B

22. CONTEXT

23. USER STATE
HTTP
LOCATIONBROWSER
Legacy Contexts

24. platform: 'MacIntel',
touch: 'enabled',
timezone: '-420'
Accept-Language: ‘en-US'
latitude: '122.02394',
longitude: ‘-45.294’
Legacy Contexts

25. Google Inbox: Delivery Context
get delivery date and provide
snooze option
littlebigdetails.com

26. GitHub: Project Context
get filename and provide LICENSE templates
littlebigdetails.com

27. Google Photos: Life Context
get photo metadata
and provide search suggestion
littlebigdetails.com

28. Why now?

29. 2009
∑ Connected Things
> ∑ Connected People
wikipedia.com

30. 2012
Every atom on
the earth could now
be assigned an IP address
ipv6ready.org

31. 2014
Users can now
expose data
in scopes securely
wikipedia.com

32. 2014 1.2TB query < 10 secs posible
amazon.com

33. 2015
Small, encapsulated
services providing
business value
oreilly.com

34. 2015
Google open sources TensorFlow
library for machine learning
tensorflow.org

35. hugeinc.com
2016

36. 2017
> 200 real-time
APIs are now available
programmableweb.com
only 1% of all APIs

37. Key concepts

38. User State
All user preferences and profile details
User interaction and current screen
Account history and past transactions

39. Life Context
Situation-specific user details categorized by life context
Obtained in real-time through agents
Should help determine user’s intent

40. User Intent
Specifies user’s situational goal
Defined set of intents is required
Goal is to anticipate and suggest the right intent

41. Context Agent
Agents bridge products
Leverage user context and execute action
Agent library maps to context library
Instantiated through context trigger

42. Save on
travel
Context Agent
Chatbots are one instance of context agents
Anticipatory UX is an enabler
Context agents are not limited to UIs

43. Anticipatory UX
User-centric design discipline successfully leveraging machine learning to infer users’ preferences
Key principles:
1) Simplified interaction
2) Min options for max use cases
3) Anticipating choices
hugeinc.com

44. Everything should be made as simple as
possible, but not simpler
— Albert Einstein

45. Getting Started

46. Become context driven
When building context driven products, keep in mind …
hugeinc.com
1) Segment your user base
2) Reshape UX approach
3) Build smart algorithms
4) Build context architecture

47. Become context driven: Segmentation
Understand your user segments and identify most relevant life contexts. Based on that,
build a set of intents and find context platforms to get context details to anticipate these
Commute
Relax at
home
Shopping
Chat with
friends and relatives
Find best
transportation
option
Find best
specialty store

48. hugeinc.com
Become context driven: Anticipatory UX

49. Become context driven: Smart Algorithms
Responsive: Allow users to teach algorithms using recurring feedback loops
Transparent: Show users why an intent was anticipated
Intelligent: Do not confuse action with intent
Failsafe: Prepare for fallback in case agent doesn’t return relevant details on time

50. Your Product 3rd Party Product
Life
C
ontext
3rd party can push context changes, user state unclear
Become context driven: Context Architecture

51. Your Product 3rd Party Product
Life
C
ontext
id: 'foo@bar.com',
time: 1315955008,
type: 'checkin',
venue: { … }
Become context driven: Context Architecture
3rd party can push context changes, user state unclear

52. Your Product 3rd Party Product
Become context driven: Context Architecture
User state is clear, you can pull for context details

53. Your Product 3rd Party Product
User state is clear, you can pull for context details
user_id: 'foo@bar.com'
latitude: '122.02394',
longitude: ‘-45.294’,
user_id: 'foo@bar.com'
Become context driven: Context Architecture

54. Challenges

55. Challenges
Data is paramount
Real-time APIs needed
Trust in algorithms and privacy
Anticipate, don’t decide

56. The ubiquity of the Internet is […]
reshaping not only how we interact with our
devices but how they interact with us.
— Aaron Shapiro

57. @agraebe
Alexander
Graebe
Developer Relations
Lead
Uber
Questions?
agraebe@uber.com