UX

AND
SEMANTIC WEB
!

Nurgul Karadeniz
Interaction Designer - Ustwo
UX Camp London 2014

@nurdeniz
@ustwo

AGENDA

About Semantic Web

Punk

Semantic Web and UX

Big & Bold

Semantic Web Project

Now and Next

Beautifully Clean

WHAT IS
SEMANTIC WEB?

An extension of the current Web that provides an

easier way to find, share, reuse and combine
information more easily.
! !

Transforms web of document into web of data

Gives data well defined meaning
Enables users, computers and devices to work in cooperation

CURRENT WEB

News

Bio

Program
Pages

SEMANTIC WEB

WHY

USERS
OR

I know exactly
the penguin
resource I need,
I just want to find
it again.

Known

Known

I need something
about Penguins.

Known

Unknown

OR
I need something
about those
funny tuxedo
birds... What are
they called
again?

Unknown

Known

OR

I have absolutely
no idea what I
need.

Unknown

Unknown

HOW

CURRENT WEB

SEMANTIC WEB

SEMANTIC
WEB

THINGS
AND
RELATIONS

MORE RELATIONS

USERS
AND
WEB

Search Results

Auto curated pages

Punk

Page Browsing

Big & Bold

Recommendation

Beautifully Clean

More Links

UX PROCESS

Discovery

User Research

Linked Data

Interaction Design

Ontology

Visual Design

FOAF
RDF

SEMANTIC WEB

Usability Evaluation

Development

CASE STUDY

BBC
Project
!

People
Places
AND
Events
Things

People
Places
AND
Events
Things

People

People
Places
AND
Events
Things

Events

Things

Places

Related
Events

Related
People
Related
Things
Related
Places

People
Places
AND
Events
Things

Challenges
!

Understanding Relationships
Christmas day Charlie Chaplin died
Christmas - Religion

Level of information needed

Project Boundaries

People
Places
AND
Events
Things

Results
Defined Relationships
Linked Data
Ontologies & RDF
Development

UX
AND

SEMANTIC
WEB

Learnings
Semantic web technology offers
methodologies that help information to
be more structured and easy to
discover.
!

In more UX terms, it supports ongoing

user journeys, provides seamless
interactions across different domains.

PROS
Easy to discover content
!
Guided navigation*
!
Presents structured information
!
Multiple ways of accessing
information
!
Opportunity to crete intelligent
service

CONS
Level of information required at
concept phase
!
Concepting for different users
e.g. cultural stereotype
!
Extensive IA and Analysis
required to spot edge cases
!
Cost

CURRENT USE

WEB GIANTS
AND
SOME FIRMS

FUTURE
USE

Decision support applications

Personalised insurance policy

!
!

Healthcare

CLIENTS
AND
AGENCIES

Smarter Patient - Doctor/Hospital allocation

Advanced recommendation
Flight Tickets shows rainfall on your arrival
Better searching and filtering
Go on holiday to the safest destination
!

Improve
Services
!
!

CURRENT
AND
FUTURE

Show me only rooms with mountain view and close to

Turin station.

Improve
Services
!
!

SMART
SEARCH

I want to cook
something that easy
to digest. I am looking
for ingredients

Improve
Services
!
!

ONLINE
MORTGAGE
ASSESSMENT
I am getting
mortgage from
Lloyds what rate
would Barclays
offer me?

MY VISION

Improves Web and Experiences

More online service design

Auto curated web pages

WEB OF
THINGS
AND
USERS

Better personalization
Changes web infrastructure
Improves communication between
computers, connected devices and users.
!
!

Punk

References

UX
AND
SEMANTIC
WEB

Article: Too much information? Improving user experience of semantic web http://www.publishingtechnology.com/
2011/03/user-experience-semantic-web/

Facebook Graph Search - https://www.facebook.com/about/graphsearch

by
@nurdeniz
@Ustwo

Bing vs. Google - http://www.entrepreneur.com/blog/224639

Big & Bold

Duane Degler - Design for Semantic Web, Design for Context www.designforsemanticweb.com/
Crowdsourcing, citizen sensing and sensor web technologies for public. http://link.springer.com/article/
10.1186%2F1476-072X-10-67/fulltext.html#Fig11_459

Faceted Semantic Search - Massimiliano Dal Mas http://arxiv.org/pdf/1202.6685.pdf

Beautifully Clean

Find out about Semantic Web in simple terms - http://luca.wordpress.com/2008/02/03/semantic-web-fordummies/

Frankfurt Show Daily Article: The future of content delivery in publishing http://www.publishingtechnology.com/
2012/10/the-future-of-content-delivery-in-publishing/
How a Facebook Search Engine Could Change the Way People Find Your Business http://www.entrepreneur.com/
blog/224452
Lee Feigenbaum (May 1, 2007). "The Semantic Web in Action". Scientific American. Retrieved February 24, 2010
Linked data and the semantic web - http://www.bbc.co.uk/academy/technology/article/art20130724121658626
Link Data Platforms - http://www.w3.org/2012/ldp/wiki/Main_Page
Music Datasheet - Automatic Interlinking of Music Datasets on the Semantic Web Yves Raimond, Christopher Sutton
and Mark Sandler (http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.123.9753&rep=rep1&type=pdf)
Next-Generation Wikis: What Users Expect; How RDF Helps- Axel Rauschmayer
Semantic Web Handbook - Pascal Hitzler Krzysztof Janowicz http://knoesis.wright.edu/pascal/pub/crchandbook-13.pdf
The Semantic Web: Research and Applications - Springer Link http://link.springer.com/book/
10.1007/978-3-642-13486-9
The Friend of a Friend (FOAF) project - hhttp://www.foaf-project.org
The NoTube Project, http://notube.tv (retrieved on January 31st, 2012)
The NoTube Use Case Personalised News, http://notube.tv/showcases/personalised-news/
(retrieved on January 31st, 2012)