Karen McGrane

Adaptive Content, Context, and Controversy

In 2015, “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 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.

Design, User Experience, Content Strategy