It turns out that voting and rating systems are the most common places to make tools always visible. Netflix was the earliest to use a one-click rating system Figure Just as with Digg, rating movies is central to the health of Netflix.
So a clear call to action to rate is important. Adding movies to your movie-shipping queue is key to having a good experience with the Netflix service.
One way to clarify this process is to decide on the relative importance of each exposed action. In the case of Digg, the answer is no. The contrast of a button and a hyperlink as well as its placement gives a strong indication as to the relative importance of each action. Discoverability is a primary reason to choose Always-Visible Tools.
On the flip side, it can lead to more visual clutter. In the case of Digg and Netflix, there is a good deal of visual space given to each item story, movie. But what happens when the items you want to act on are in a list or table? Generally Contextual Tools in a list work well when the number of actions is kept to a minimum. Gmail provides a single Always-Visible Tool in its list of messages—the star rating—for flagging emails Figure Simply clicking the star flags the message as important.
The unstarred state is rendered in a visually light manner, which minimizes the visual noise in the list. The following list, from Google Reader, takes a different approach.
It shows several tools for managing subscriptions: rename, delete, and change folders for each subscription in the list. This is convenient but is definitely heavier visually Figure Sometimes concerns over visual noise must take a back seat to discoverability.
The Yahoo! India Our City team struggled with a design early on. However, since the site was specifically for India, they were concerned with how much exposure the population had with simple web interactions like mouse rollover.
So instead of hiding the icon, they chose to show it for every story Figure Here are some best practices to keep in mind:. Make your Contextual Tools always visible if it is important to make a prominent call to action. Instead of making Contextual Tools always visible, we can show them on demand. One way to do this is to reveal the tools when the user pauses the mouse over an object.
To-do items may be deleted or edited directly in the interface. The tools to accomplish this are revealed on mouse hover. The gray bar on the left is a nice visual reinforcement for the interaction. The light yellow background draws attention to the to-do item being acted on. These two simple treatments make it clear which line has the focus and that additional tools have been revealed. Showing the items on hover decreases the visual noise in the interface. Imagine if instead the delete and edit actions were always shown for all to-do items.
Figure shows just how visually noisy that approach would have been. For Top Searches, it is important to keep the top-ten list as simple as possible. Showing tools would compete with the list itself. The actions may be important, but making the content clear and readable is a higher priority.
Similarly, for Top Stories, Yahoo! A serious design consideration for Hover-Reveal Tools is just how discoverable the additional functionality will be. In the earlier Backpackit example Figure , while the Contextual Tools are revealed on hover, the checkbox is always visible for each to-do item.
To check off an item, users have to move the mouse over it. When they do, they will discover the additional functionality. Flickr provides a set of tools for contacts. To avoid clutter, contact profile photos are shown without any tool adornment. Clicking reveals a menu with a set of actions for the contact. This works because users often know to click on an image to get more information. Being drawn to the content is a good way to get the user to move the mouse over the area and discover the additional functionality.
Help users understand revealed tools by using familiar idioms such as hyperlinks for actions or drop-down arrows to expose additional functionality. We will have more to say about making tools discoverable in Chapter 10 when we discuss Dynamic Invitations. Sometimes there are several actions available for a focused object.
Instead of placing tools beside the object being acted on, the revealed tools can be placed in an overlay. However, there can be issues with showing contextual tools in an overlay:. Providing an overlay feels heavier. The overlay will usually cover other information—information that often provides context for the tools being offered.
Most implementations shift the content slightly between the normal view and the overlay view, causing the users to take a moment to adjust to the change. The overlay may get in the way of navigation. Figure illustrates all four of these situations. In an early version of Yahoo! However, when these tools were placed in an overlay, it covered the item to the right, making it hard to see that content and even navigate to it.
In addition, since the overlay had some additional padding as well as rounded corners , the image shown in the overlay was about two pixels off from the non-overlay version.
This slight jiggle was distracting. To add insult to injury, the overlay was sluggish to bring into view. Hover and Cover is a common anti-pattern that occurs when exposing an overlay on hover and hiding important context or further navigation.
Hover and Cover was resolved by no longer using an overlay. Instead, additional margin space was added to each image, and the Contextual Tools were hidden. On mouse hover, the tools were simply revealed, along with a border defining the image being acted on Figure The difference Figure versus Figure is dramatic. Not only is the experience improved, but overall page performance is improved as well.
On mouse hover, the image no longer shifts in a distracting manner. Be careful when using overlays to expose additional information or tools. The overlay can get in the way of normal navigation or hide important information.
Have you ever found a can in the back of the pantry whose label has long since fallen off? Increase engagement on your long-form content with personalized content recommendations? Knowing the specific business goals you want to achieve will help you determine what steps you need to take to get there.
People often associate creating a personalized consumer experience with historical data, but contextual marketing involves more than looking at previous purchases alone. For example, a consumer might have purchased red wine twice a month for the last six months. Despite the story past behavior tells, contextual marketing can help you balance this narrative with a more predictive outlook, helping you provide a more relevant digital consumer experience.
With the predictive and automatic powers of AI and potentially a strong vendor to help move your efforts forward , marketers can spend more time distilling data into actionable insights and making decisions about how to improve the consumer experience rapidly. This takes you from basic optimization — like seasonal shopping picks — to being able to automatically personalize individual digital consumer experiences in real-time based on factors such as weather, date, and geolocation.
You need a personalized consumer experience to reach consumers and keep them engaged with your brand. Contextual marketing should happen at the first touchpoint or consumer visit. Done right, it will streamline your efforts, open your marketing teams up to tackle more campaigns, and drive ROI for your business.
Most importantly, however, it will create stickiness and promote consumer loyalty to your brand. Which of the four myths about contextual marketing got busted for you? Share with us on LinkedIn , Facebook , and Twitter. By signing up, you agree to our Terms of Use and Privacy Policy. Your email address will not be published. Save my name, email, and website in this browser for the next time I comment. No Account? Sign up. By signing in, you agree to our Terms of Use and Privacy Policy.
Dictionary Entries Near contextual definition context-free contextual definition contextualism See More Nearby Entries. Statistics for contextual definition Look-up Popularity. Style: MLA. Get Word of the Day daily email! Test Your Vocabulary. Test your visual vocabulary with our question challenge! A daily challenge for crossword fanatics. When I try to find the file paths you have suggested, I get a message to the effect that xxxxxxxxxx refers to a file location that is not available.
You say 'As for IE you should also be able to click on the down seach arrow for the IE Search and choose Change Search Defaults and if it is lited there remove it' etc. But this is the problem as I mentioned last time.
I don't get the menu with Manage Search Options or whatever it is supposed to say. Yoog has somehow disabled this on IE7. But Yoog search is still the default search provider on my pc for IE7. I looked on the internet, and it said by typing in 'Live Search' in this right hand box, it will show my default search provider, and when I do, Yoog Search shows up. I have tried to change this, but when I do it says that 'You have exceeded the maximum number of search providers, you must remove one first'.
But I am unable to see how to remove Yoog search. I have tried downloading IE7 again, and everything, but nothing works.
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