GS04 KEYNOTE: Adaptive Content, Context, and Controversy

11:15 AM - 12:30 PM Friday, November 18

Grand Ballroom

In 2016, “adaptive content” has become a buzzword. To some, it’s a complex, long-term initiative to structure content for flexible reuse and dynamic targeting. To others, it’s a way to ensure that everyone, everywhere, sees exactly what they want—like magic! In this closing keynote, Karen McGrane shares her perspective (and reservations) about how adaptive content is being used today. She’ll discuss how adaptive content supports targeting content to device type, and why that’s rarely necessary. She’ll also describe creative ways that adaptive content can support tailoring content according to context, and ways that can go wrong. You’ll walk away with a better understanding of when adaptive content is necessary and how to get the most value from it.

Karen McGrane

Managing Partner

Bond Art + Science

Karen McGrane, the managing partner at Bond Art + Science, has helped create more usable digital products through the power of user experience design and content strategy for nearly 20 years. She founded Bond Art + Science in 2006 and has led content strategy and information architecture engagements for Franklin Templeton, Marriott, and Celebrity Cruises. She has worked with major publishers including Hearst, the Atlantic, and Fast Company. Previously, she helped build the user experience practice at Razorfish, hired as the very first information architect and leaving as the VP and national lead for user experience. Ms. McGrane teaches design management at the School of Visual Arts in New York. She has published two books, Going Responsive and Content Strategy for Mobile. Ms. McGrane also co-hosts A Responsive Web Design Podcast with Ethan Marcotte.

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