EuroIA
2017
Stockholm,
28-30 Sept.

 

Saturday, 30 Sept. 14:00

Escaping the Echo Chamber: The User Experience of Data-driven Personalisation

Mathias Wrba

45 min talk
Personalisation can be an explicit element of an interaction where a user sets preferences or adjusts parameters to his liking, but in recent times a new trend of implicitly personalised experiences has emerged. This opens up possibilities to find relevant content and functionality faster and with more ease, but at the same time there is a risk involved concerning the transparency of the experience.

Slides from the talk

Personalisation can be an explicit element of an interaction where a user sets preferences or adjusts parameters to his liking, but in recent times a new trend of implicitly personalised experiences has emerged. This opens up possibilities to find relevant content and functionality faster and with more ease, but at the same time there is a risk involved concerning the transparency of the experience.

When personalisation is data-driven and based on algorithmic machine-learning processes including methodologies like collaborative filtering there is a danger the underlying principles that shape an experience are blurred and that control is shifted away from the user towards self-optimising systems beyond his reach.

The current debate around fake news, the results of the last US presidential elections and the rise of a cultural and political divide in western societies is at least in part attributed to so called echo-chamber or filter bubble effects. These are created self-amplifying systems which optimise experiences based on the business goals (e.g. click-through-rates) of the companies providing said experiences. This poses questions on a human-computer-interaction but also on a society level.

Approaching the field of personalised recommendations with a human-centered mind- and toolset can help tackle some of these issues. Working on several projects in this area, mainly in the field of public-broadcasting, me and my colleagues were able to come to a better understanding of the effects of personalisation on user experiences and develop strategies and tactics to make solutions in this field not only more efficient and reasonable but also more humane. I would be happy share these experiences and learnings with you.

 

Mathias Wrba

Besides working as a film critic, DJ, video-store clerk and scriptwriter Mathias „Hias“ Wrba has over 15 years of experience in thinking about, designing and engineering digital products and services.

Currently he is a freelancer based in Munich and supports companies and organisations with questions relating to usability engineering, UX Strategy and interaction design. He is also a certified SCRUM master.

Scheduled on

 
09:00 - 13:00
Workshops
New Interfaces
Giving Voice To Your Voice Designs
Cheryl Platz
Core IA
Diagrams, Maps and Models
Dan Ramsden
Adaptive Content
Rapid Cross-channel Prototyping
Andrea Resmini
Design Slam
Design Slam
Eric Reiss​, Coco Chalfant, Lara Federoff and Lutz Schmitt
13:00 - 14:00
Lunch
 
14:00 - 14:45
Escaping the Echo Chamber: The User Experience of Data-driven Personalisation
Mathias Wrba
Personalisation can be an explicit element of an interaction where a user sets preferences or adjusts parameters to his liking, but in recent times a new trend of implicitly personalised experiences has emerged. This opens up possibilities to find relevant content and functionality faster and with more ease, but at the same time there is a risk involved concerning the transparency of the experience.
Implicit Interactions: Implied, Intangible and Intelligent
Karey Helms
As ambient agents, intelligent assistants and proactive bots drive this shift from explicit to implicit interactions in our information spaces, what are the implications for everyday user experiences? And how do we architect dynamic, personal information in shared, phygital environments?
14:50 - 15:10
 

 

About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague, and most recently, in Amsterdam. In 2017 will be in Stockholm for the first time. Learn more about EuroIA.

EuroIA is organised by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Välkommen in Stockholm

EuroIA goes to Stockholm, the Capital of Scandinavia, one of the most connected, environmentally friendly and creative cities in the world.

EuroIA 2017 will take place at Elite Hotel Marina Tower, situated in a historic mill on the waterfront, only a few minutes from the city centre.

Elite Hotel Marina Tower Stockholm,
Saltsjöqvarns kaj 25,
131 71 Nacka,
Sweden.
+46 8 555 702 00

 

Our sponsors

The following sponsors have already committed to EuroIA 2017:


Trivago is a hotel search which empowers more than 120 million travelers every month in their search for the ideal hotel. By using trivago, you can sift through over 900,000 hotel deals, from 250+ booking sites and hotel chains at once.


FatDUX: Headquartered in Copenhagen, Denmark, FatDUX creates innovative interactive products that improve the quality of people’s lives and improve their clients’ bottom line. These products include websites, intranets, software applications, and industrial interfaces. You’ll find FatDUX offices and representatives throughout Europe and the Americas.


User Intelligence: User Intelligence is a user experience design and evaluation collective based in Amsterdam, The Netherlands. Our consultants work on the design and evaluation of complex, interactive products and services, usually applications on websites, mobile phones, interactive TV, or desktops. We always keep the end-user in mind, without losing sight of the business context of our clients.

Tobii Pro, being a world leader in eye tracking products and services, helps business and science professionals gain valuable insights into human behaviour. Our innovative and high-quality eye tracking solutions capture human behaviour in a natural way, ultimately affording users access to valuable, objective data about real responses to stimuli..


Rosenfeld Media: Rosenfeld Media connects people interested in designing better user experiences with the best expertise available—in the formats that make the most sense, and in ways that demonstrate the value of UX.
As UX becomes mission critical for more industries, organizations, and people, they expect to be there—as a trusted source of really helpful, really valuable expertise that helps make sense of user experience design.


Proto.io is an industry leading prototyping platform which gives designers, entrepreneurs, and developers the power to create pixel-perfect web and mobile app prototypes that look and feel just like the real thing. All without a single line of code.


Balsamiq is the maker of Mockups the rapid wireframing software that combines the simplicity of paper sketching with the power of a digital tool so that teams can focus on what's important. Balsamiq is a small and personable company that competes on usability and customer service. Balsamiq believes work should be fun, and that life is too short for bad software.


Sketch gives you the power, flexibility and speed you always wanted in a lightweight and easy-to-use package. Finally you can focus on what you do best: Design.


GatherContent helps to take the chaos out of producing website content. The easy to use online tool helps you to organise your website content in one place, ensuring content is in the right structure, well written and ready for the CMS. We also help you manage workflow and approval processes, ensuring that content is complete and ready on time.


Great user experiences require solid consumer insight, brilliant digital design, and sustainable business models. This is the core of the digital transformation, and where we thrive – collaborating to turn your business strategy into profitable products and services that people love.


Axure RP gives you the wireframing, prototyping and documentation tools needed to make informed design choices, persuade any skeptics, and document your design... and maybe win a few fans along the way.

Optimal Workshop is the creator of a suite of usability tools to help improve your website navigation, define information architecture, understand first-clicks, capture qualitative research, and more.

What are you waiting for? Add your company’s name to this list...

EuroIA 2017 is also on Medium, Twitter, Facebook and LinkedIn. For help, ping the co-chairs Francis, Raffaella or Angus or drop us a line at info (at) euroia.org