adaptive / reponsive content vs adaptive / responsive design - term disamguation
TRANSCRIPT
Adaptive / Responsive Content vs, Adaptive / Responsive Design
(term disambiguation)
Noz UrbinaContent Strategist, Author
unify your content flows
Image: CC lic, Ksionic bit.ly/1RS6bhF
@nozurbinaObjectiveDisambiguate:• Research and consolidate key industry terms (see resources slide
for links)
• Compare and contextualise
• Highlight areas of common confusion and other pitfalls
• Create a compact and useful matrix as a tool to aid collaboration in the industry
Note: this is not attempt at creation/redefinition of terms, but a collection of available knowledge to help understand the relationships between terms. Some is my own work but seeks to integrate and respect the input of other thought-leaders/the general community.
@nozurbinaContent Terms• Adaptive
• Responsive
• Contextual
• Intelligent
• Structured
• Personalised
• Situational
• Dynamic
• Omnichannel
• Conditional
• Design
• Content
• Delivery
Creative Commons http://bit.ly/uc-knot
Sometimes it seems the content community just picks a term from column A and one from column B:
Situational Content, Adaptive Design, Omnichannel Delivery… FUN! Also, messy…
Content
123
6
9
_____ Content = Refers to the nature of the source content itself – as opposed to referring to the (visual) design or other parts of the overall process or delivery system. NOTE: Confusingly, some people do use “content” to refer to the delivery or delivered content experience...
e.g. Adaptive Content
Intelligent Content
Structured Content
Semantic Content
Conditional Content
DesignContent
_____ Design = Refers to interface and visual presentation aspects. Does not imply anything about the content being fed into the design.
Mobile layout Print layout
e.g. Adaptive Design
Responsive Design
DesignDeliver
yConten
t(Processin
g)
The application of rules, filters & layouts to content. Not really
referred to directly, but usually as a stage between other terms.
DesignDeliver
yConten
t(Processin
g)
_____ Delivery = Refers to act of actually getting the content and putting it where it needs to be in front of the user. NOTE: Confusingly, “content” is sometimes used as a synonym for “delivery” or the experience that is delivered (personalised content, contextual content)… I try to avoid this…
e.g. Dynamic Delivery
Contextual Delivery
Personalised Delivery
Desktop layout
DesignDeliver
y
Mobile layout
Content
123
6
9
(application of rules, filters & layouts to
content)
Print layout
(Processing)
All together
Desktop layout
DesignDeliver
y
Mobile layout
Content
123
6
9
(application of rules, filters & layouts to
content)
Print layout
(Processing)
Adaptive = definition of rules and processing happen on the server
before sending to device
Desktop layout
DesignDeliver
y
Mobile layout
Content
123
6
9
(application of rules, filters & layouts to
content)
Print layout
(Processing)
Responsive = rules are applied after content reaches the device
Adaptive = definition of rules and processing happen on the server
before sending to device
Desktop layout
DesignDeliver
y
Mobile layout
Content
123
6
9
Adaptive = definition of rules and processing happen on the server
before sending to device
Responsive = rules are applied after content reaches the device
Dynamic = content is processed or created on request from a specific
user / machine
(application of rules, filters & layouts to
content)
Print layout
(Processing)
Desktop layout
DesignDeliver
y
Mobile layout
Content
123
6
9
General terms: content personalisation, omnichannel content = the overall process, not
individual phases
(application of rules, filters & layouts to
content)
Print layout
(Processing)
Design Content
Responsive“After the fact” – Singular design that goes to the device and responds to whatever it finds.
Responsive Design = definition of presentation rules that can reflow visual layouts according to display device (or window) size. Changes happen on the device so the server doesn’t need to know what device it is sending to.
Not a thing. Content can’t “respond” or do things like to adapt to device or user constraints without metadata already in server-stored source material (which would make it adaptive content).Anything done to content on the device must be done by the design.
Adaptive“Predefined targets” – For design: various predefined designs specialised for specific devices or device profiles. For content: various predefined people, personas, place situations, are represented in the metadata.
Adaptive Design = definition of presentation rules and interfaces that are set on the server – before sending content and layouts to the device. The server must know/detect the device type before sending to it, so that it knows what to send and how. Often the grid layout is fixed to a specific size, which has its disadvantages, but can be combined with responsive design for more fluid layouts.
Adaptive Content has metadata in the source material it that defines when, where, and for whom it should be displayed (how is in the design). Can be delivered into responsive and/or adaptive designs in a personalised and/or contextual way.A piece of could be for “millennial USB gadget buyers” and display “on very cold snowy days near Christmas after 9pm” and will be delivered dynamically.
Summary Part 1
Design Content
Responsive“After the fact” – Singular design that goes to the device and responds to whatever it finds.
Responsive Design = definition of presentation rules that can reflow visual layouts according to display device (or window) size. Changes happen on the device so the server doesn’t need to know what device it is sending to.
Not a thing. Content can’t “respond” or do things like to adapt to device or user constraints without metadata already in server-stored source material (which would make it adaptive content).Anything done to content on the device must be done by the design.
Adaptive“Predefined targets” – For design: various predefined designs specialised for specific devices or device profiles. For content: various predefined people, personas, place situations, are represented in the metadata.
Adaptive Design = definition of presentation rules and interfaces that are set on the server – before sending content and layouts to the device. The server must know/detect the device type before sending to it, so that it knows what to send and how. Often the grid layout is fixed to a specific size, which has its disadvantages, but can be combined with responsive design for more fluid layouts.
Adaptive Content has metadata in the source material it that defines when, where, and for whom it should be displayed (how is in the design). Can be delivered into responsive and/or adaptive designs in a personalised and/or contextual way.A piece of could be for “millennial USB gadget buyers” and display “on very cold snowy days near Christmas after 9pm” and will be delivered dynamically.
Summary Part 1
Note: As adaptive / responsive design overlap and are often used in combination, many (a great majority, from my research) favour just using responsive as the term for both.
Delivery Content
Dynamic“On-demand”
Dynamic Delivery = processing and sending of content on-demand / on-request (by a human or a machine), as opposed to pre-processing content and storing it. Adaptive design & adaptive content require a dynamic delivery system to be in place.
Dynamic Content = content that doesn’t exist until a request is made. For example, real-time weather, sport, or geo-positioning data tables or a user-defined extract of a larger body of adaptive content.
Adaptive content = dynamic content once you actually deliver it.
Contextual“For the moment”
Contextual Delivery = sending specific content or layouts according to a combination of time, place and user situation factors. Delivery can be personalised (Zoe’s vegan, she gets all vegan content) or contextual (someone walking around at dinner time gets local restaurant content) or both (Zoe gets local vegan restaurant content when walking around at dinner time)
Contextual content = adaptive content that emphasizes metadata about user’s possible contexts. Adaptive content can adapt on a number of factors, it’s contextual when situational factors feature prominently in the mix.
NOTE: Not a common term!
Summary Part 2
@nozurbinaSummary Part 3 - TBD• Intelligent content vs Structured content vs
Adaptive content vs Semantic content• Adaptive Content vs Content Personalisation vs
Personalised Content
@nozurbinaMy RecommendationsUse• Responsive Design
• Adaptive Content
• Contextual Delivery
• Personalised Delivery
• Dynamic Delivery
Avoid/Less important• Adaptive Design (Responsive
covers it)
• Responsive Content
• Dynamic Content (so common these days it’s almost not worth mentioning it explicitly)
@nozurbinaResources• Fixed/Fluid Adaptive & Responsive – TeamTreeHouse.com
• Adaptive or Responsive Design - which is better? – Matthew Harris
• Adaptive Content: The Omnichannel Technique You Need to Implement – Noz Urbina
• What’s the Difference Between Responsive and Adaptiev Web Design – Ryan Bourdreaux
• Adapting Ourselves to Adaptive Content – Karen McGrane
• Responsive Web Design – Ethan Marcotte
• Switchy McLayout: An Adaptive Layout Technique – Marc van den Dobblesteen
@nozurbinaNoz Urbina, Urbina Consulting
Content strategist & modeller
Consultant/trainer in H2H (B2B/B2C)
Author
urbinaconsulting.com/events
89 3929 31 x8824g
UC.com 2055
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