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Context is King: Smart User Experiences and the World of Work

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Context is King: Smart User Experiences and the World of Work

A Localization World presentation from Dublin 2016. Smart user experiences in the world of work: What are they? Why are they important? The role of context, machine learning, artificial intelligence and NLP is shaping tour world and the translation industry and the lives of the people who work in it.

A Localization World presentation from Dublin 2016. Smart user experiences in the world of work: What are they? Why are they important? The role of context, machine learning, artificial intelligence and NLP is shaping tour world and the translation industry and the lives of the people who work in it.

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Context is King: Smart User Experiences and the World of Work

  1. 1. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | Context is King Smart User Experiences in the World of Work What they are, What they aren’t, And why they’re important. Ultan O’Broin, Senior Director, Oracle Applications Cloud
  2. 2. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Safe Harbor Statement The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. The copyright of images contained in this presentation for illustration purposes are gratefully acknowledged
  3. 3. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | What I Do (@localization) • Sales enablement: deal support online and in person – EMEA and APAC – with User Experience must-haves • Oracle PartnerNetwork enablement with User Experience resources • User Experience innovation demos and market feedback • Increase Oracle Cloud value using User Experience Differentiator
  4. 4. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | con·text /ˈkäntekst/ noun The circumstances that form the setting for an event, statement, or idea, and in terms of which it can be fully understood and assessed. Context is the essence of user experience We have come a long way
  5. 5. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ContextSmartA More Human Way of Working
  6. 6. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
  7. 7. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | From glimpses to fear
  8. 8. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ● Descriptions ● Derived ● User control ● Application level o domain o modes/roles o settings and preferences ● YYMV on success ● Manual QA context in software localization: “it depends”
  9. 9. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | enter machine intelligence
  10. 10. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | machine learning and big data • Machine learning: computers learn without explicit programming • Big Data: very large data set analysis to reveal subtle but significant patterns and trends • Statistical Machine Translation(MT) versus Rule-Based MT analogy • MT Hybrids • Machine learning technology recognizes, classifies, analyzes the world around us
  11. 11. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | ● Increase in availability, quantity and diversity of data o Enhanced computational, networking, and storage resources o Mobile and wearable computing ● Enables context at the task and micro task level: a “closer fit” ● Promise of lasting UX relationship if you APIs the cloud and context
  12. 12. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | cool UX, but it is usable? • Beauty ≠ usable, usable = beauty • Smart UX independent of technology and devices ≠ gadgetry • Analogy – Notepads versus iPads? – CAT versus Microsoft Excel? • Technology versus interaction and ritual
  13. 13. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | human part of the context equation: that fit with your day ● User information o habits and history o emotional and biophysical state ● Social environment o co-location of others o social interaction and group dynamics ● Tasks o spontaneous/opportunistic o directed
  14. 14. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | environmental part of the context equation ● Context of Use (the hidden third rail of adoption) ● Location o absolute and relative position ● Infrastructure o surrounding resources o Provided o ubiquitous ● Physical conditions o light, noise, pressure, temperature, etc.
  15. 15. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | sources of contextual information... ● Mobile devices o geolocation (GPS) and orientation (compass, accelerometer) ● Beacons & sensors ● Wearable tech o biometrics, eye tracking o Heart rate monitors o Emotional state ● Smart interconnected devices (IoT) ● Digital footprints o social networks, buying habits, check-ins, travel itineraries, web visit patterns, internet history
  16. 16. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 3 smart ux impacts on daily lives automation advice discovery
  17. 17. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | automation: #everyonespeaksfood • Filling in order forms • Sending notifications just-in-time • Prioritizing events and actions • Performing tasks • Audience: Which jobs will be automated first? Which will never be? • Which GILT jobs will change? • “Those who own robots and those who work for them” (Marc Andreessen) • Menus vs Cooks and Google Translate
  18. 18. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | advice: beyond #uncannyvalley • What to buy? • Which route to take? • More complex future options: – Talent fit to job role – Impact of financial decisions – Store layouts (#VR) • Global branding • Statutory localization requirements • Cultural and social convention
  19. 19. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | discovery: #parseymcparseface = fugeddaboutit • Boundless possibilities – Social media: disease prevention, workforce changes – Fintech: market movements – Promising locations for oil and gas exploration – Drug discovery (big pharma and friends) – Legal duedil (Ross, Watson lawyer) – Global climate change (models) • Machine intelligence heavy lift of variables across terrabytes in the cloud • Digestible results, invite discovery, do more • More productivity, business opportunities • Biggest ROI on smart UX? • Alters work/life balance in new ways
  20. 20. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | machine learning, big data and human translation
  21. 21. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | cooking up the human machine dialog • Essential: user requirements (context of use) • Interdependent relationship: human versus machine? • Smart UX recognizes a highly nuanced dialog: sensitive to cultural conventions of work, life, society • Smart UX? Natural, intuitive, seamless. Transparent
  22. 22. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | big data theory...
  23. 23. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | mobile capture and NLP: challenges • machine learning to parse NLP, identify keywords & relationships • So translation is not a context problem per se, but NLP • classifiers needed post-NLP • data and linguist intensive • colloquial phrases as native speaker would use them needed • trainable and personalizable
  24. 24. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | capture: what is context again? ● provides a frame-of-reference o orientation within a ‘world model’ o allows us to measure relevance to things around us o informs our decisions about what to do next o make that sale?
  25. 25. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | but context is not... ● data discovery o context is not data analysis per se, but provides a perspective on the data ● machine learning o context provides data to machine learning algorithms, but it is not machine learning ● NLP o NLP can both help determine context and can use context, but it is not context
  26. 26. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | context facilitates intelligent UXs ● transparent software where the ‘right thing just happens’ ● free users from mundane tasks to focus on what they love doing ● relevant-only notification ● decision augmentation
  27. 27. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | So, ‘Context’ is a design approach, not a specific implementation!
  28. 28. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 28 main smart UX lessons for GILT industry ● GILT industry must stay current with Cloud and tech innovation, AI, ML, VR, AR… ● Stay focused on user experience as “smart UX” ● Be independent of technology (device neutral, etc) ● Context should be generated ● Context of use must be respected ● You won’t be out of a job, but “it depends” (cooking, translation, painting, writing tests) ● You may end up doing a job that doesn’t exist now
  29. 29. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 29 Connect Twitter: @localization (GILT+UX) www.multilingual.com (Blogos) Blogs.Oracle.com/translation YouTube: oracleusableapps Blogs.Oracle.com/@UsableApps Twitter: @UsableApps Usable Apps on LinkedIn Usable Apps on Storify
  30. 30. Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | We’re done. Questions? QUESTIONS?

Notas do Editor

  • The Shockwave Rider 1975 It is the story of a female "artificial person", the eponymous Friday, genetically engineered to be stronger, faster, smarter, and generally better than normal humans. Artificial humans are widely resented,
    Friday 1982 Viruses): is moderately widely credited with coining the biological naming of malware like computer worms and viruses on a US-wide internet-like system;
    https://en.wikipedia.org/wiki/Friday_(novel)

    http://www.ft.com/intl/cms/s/0/bcfa7d6c-0af8-11e6-b0f1-61f222853ff3.html#axzz47aAhFue5

    James H Schmitz’s undergraduate-age heroine Telzey Amberdon was using something that looks very like the world wide web, the global information medium which considerably postdates widespread use of the internet, in a series of short stories published in 1962 and a few years after; she was registering for courses, submitting coursework and catching up on missed lectures.

    Source of Google news: http://www.bbc.com/news/technology-36472140
  • German simplified UI: Translation of “Performance” in German wasn’t acceptable as provided by Oracle. Partner switched it to the English.
  • Source: https://www.google.com/selfdrivingcar/
    http://fortune.com/2015/01/28/audis-self-driving-car/
    http://techcrunch.com/2016/03/24/microsoft-silences-its-new-a-i-bot-tay-after-twitter-users-teach-it-racism/
    http://indianexpress.com/article/technology/tech-news-technology/google-files-delivery-receptacle-patent-to-deliver-packages-securely/
    http://www.ft.com/intl/cms/s/2/5a352264-0e26-11e6-ad80-67655613c2d6.html#axzz47aAhFue5
  • RBMT https://en.wikipedia.org/wiki/Rule-based_machine_translation
    SMT and SBMT http://www.asiaonline.net/EN/MachineTranslation/default.aspx?QID=16#QID16
  • Tuch, A., Roth, S., Hornbæk, K., Opwisa, K., & Bargas-Avilaa, J. (2012). Is beautiful really usable? Toward understanding the relation between usability, aesthetics, and affect in HCI. Computers in Human Behavior, 28 (5), 1596–1607.

    Curious Rituals: Gestural Interaction in the Digital Everyday https://curiousrituals.wordpress.com/

  • Source: https://curiousrituals.wordpress.com/
  • http://time.com/4309397/how-gps-is-messing-with-our-minds/
  • https://flipboard.com/topic/internetofthings
  • http://www.accttwo.com/blog/finance-automation-bookkeeper-robot.html
    http://www.treasuryinsider.com/2015/05/06/corporate-finance-jobs-being-taken-by-robots/

    http://www.ft.com/intl/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#axzz47aAhFue5

    http://www.geektime.com/2016/04/19/did-the-google-translate-restaurant-signal-a-new-venture-for-alphabet/

    Audience answers: High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://www.ft.com/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#ixzz47acevaQo
    High quality global journalism requires investment. Please share this article with others using the link below, do not cut & paste the article. See our Ts&Cs and Copyright Policy for more detail. Email ftsales.support@ft.com to buy additional rights. http://www.ft.com/cms/s/0/af9684ec-8a04-11e5-9f8c-a8d619fa707c.html#ixzz47act0FIw

    The BoE has calculated which roles are most likely to be replaced, with “those occupations most at risk including administrative, clerical and production tasks”, said Mr Haldane.
    “Clearly those in lower paying jobs are going to be more at risk,” said Sarbjit Nahal at Bank of America Merrill Lynch, whose report earlier this month calculated that UK employees on £30,000 or less were five times more likely to be replaced by artificial intelligence in the next 20 years than those paid in excess of £100,000.

    A study by the Massachusetts Institute of Technology recently showed that robots acting as bar staff were more efficient, and less impartial, than humans.
    Specialist jobs, from surgeons and dentists to firefighters, also rank among the least vulnerable positions.
    Farmers, athletic trainers and the clergy also have less than a 0.01 per cent chance of being replaced.
  • http://www.geektime.com/2016/01/21/yandex-translate-beats-google-translate-by-adding-elvish-to-its-languages/

    http://evoke.ie/events/mcdonalds-officially-unveil-the-mcmor

    https://www.oculus.com/en-us/blog/oculus-rift-retail-experience-kicks-off-at-best-buy-locations-may-7/

    Google put up Boston Dynamics robotics division for sale partly fears about eery human-like machines, yet in Japan Androids present TV shows and robots accepted by consumers – human like – tolerance through exposure through exhibitions and animation http://www.ft.com/intl/robot-week. Japan’s aging population and shrinking workforce. Toshiba, etc
  • Image sources: https://www.washingtonpost.com/news/innovations/wp/2016/05/16/meet-ross-the-newly-hired-legal-robot/

    http://www.mobileinc.co.uk/2010/11/if-facebook-knows-when-people-break-up-and-google-can-predict-flu-does-linkedin-know-when-companies-are-in-trouble/

    http://uk.businessinsider.com/googles-newest-software-is-named-parsey-mcparseface-no-seriously-2016-5?r=US&IR=T
  • http://insidebigdata.com/2016/04/19/machine-translation-the-combination-of-machine-learning-and-human-intelligence/
    https://unbabel.com/
  • https://dailydependence.files.wordpress.com/2014/07/18-daily-dependence-usual-suspects.png
  • https://www.theguardian.com/technology/2016/jun/04/man-v-machine-robots-artificial-intelligence-cook-write?CMP=Share_iOSApp_Other
  • Check out these links for more information.

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