The Future of Identification
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21-Sep-2014 -
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Transcript of The Future of Identification
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The Future of IdentificationPersonalization Through Interaction
Jonathan LeBlancHead of Developer Evangelism (North
America)PayPal | DeveloperTwitter: @jcleblanc
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The Age of Online Identity
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You can determine the personality profile of a person based on what they interact
with
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Psychology Meets Technology
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What they know
What they know they don’t know
What they don’t know even exists
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Everything you know
Learningsomething
new
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Building the Personality Profile
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Our Subject Material
HTML content is unstructured
There are some pretty bad web practices on the interwebz
You can’t trust that anything semantically valid will be present
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Start with Base Linguistics
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Weighting
Keywords
Page Data
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Weighting Important Data
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Expanding to Phrases
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Working with Hidden Users
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Time Interactions and Identity
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Applying Emotional Design
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Color Theory & the Base Level
Primary color
Principal Emotion
Filler Color Neutral Glue
Accent colors Secondary Response
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Some Color Theory may be BS…
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Much is Based in Science
Birds with brightly colored leg bands higher on the mating ranks.
Red clothing in competition sports lead to higher win rate.
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Culture Makes a Difference
Australian Aboriginals: Land, earth
Celtic: Death, afterlife
China: Good luck, celebration
Cherokees: Success, triumph
Hebrew: Sacrifice, sin
India: Purity
South Africa: Color of mourning
Eastern: Happiness and prosperity
Western: Excitement, danger, love,
passion
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Putting Data + Emotions Together
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Understanding the Path
What is the path the user takes?
The Path the User Takes
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What the User Cares About
Measuring time on page to give insight into user topic interest
Topic Interest from Time on Page
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Managing Irrelevant Content
Remove / hide content based on user profile and state
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Traits of the BoredDistractionRepetitionTiredness
Reasons for BoredomLack of interestReadiness
Acting on Disinterest / Boredom
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Highlighting on Agitated Behavior
Highlight relevant content to reduce agitated behavior
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Expanding Identity via Commonality
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Thank You!http://slideshare.net/jcleblanc
Jonathan LeBlanc (@jcleblanc)Head of Developer Evangelism (North
America)PayPal | DeveloperTwitter: @jcleblanc