For more than 20 years Karen has helped create more usable digital products through the power of user experience design and content strategy. She founded Bond Art + Science in 2006, and has led content strategy and information architecture engagements for enterprise clients like IBM, Marriott, Cisco, and Twitter. She has worked with nearly every major publisher in the business, including Hearst, The Atlantic, Fast Company, and Time Inc.
Previously, Karen 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. There she led major design initiatives for The New York Times, Condé Nast, Disney, and Citibank, and managed a diverse team of information architects, content strategists, and user researchers.
Karen teaches Design Management in the MFA in Interaction Design program at the School of Visual Arts in New York, which aims to give students the skills they need to run successful projects, teams, and businesses.
Her book Going Responsive was published in 2015 by A Book Apart, and her first book, Content Strategy for Mobile, was published in 2012. She is also the co-host of A Responsive Web Design Podcast with Ethan Marcotte. Her pithier writings often wind up on Twitter at @karenmcgrane.
In 2016, “adaptive content” became 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 talk, Karen shares her perspective (and reservations) on 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 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.