Tuesday 12pm, 14 October 2014


Personalizing, while socializing. A community-sourced view of people’s surroundings.

Henriette Cramer (@hsmcramer)

Researcher - Yahoo Research


Interaction design choices and empathy with user interests have a crucial impact on successful personalization. Just surfacing the right piece of content isn’t enough, we need to engage users in a continuous dialogue on what matters most to them in the moment, where they are, and what they need or want and why.

Taking location as an example, we know that physical surroundings are a core element of the human experience. Places and neighborhoods leave impressions, and their physical characteristics can starkly affect behavior and well-being. However, not all aspects of the ways that people perceive their physical surroundings, neighborhoods and cities are captured by systems’ representations. Models of users and their physical surroundings based on aggregates of user-generated data can differ from individual perspectives. Recognizing where systems fall short, or simply differ from human practices, is crucial.

We need to pick the right metrics, and understand which strategies work in building user trust. Using examples from projects at Yahoo Labs, Henriette will address both opportunities and challenges in using user- and community-sourced data in creating personalized and location-based experiences.


Henriette Cramer is a research scientist in the Mobile Research team at Yahoo Labs. Her research focuses on people’s perceptions of personalization, and their interaction with mobile services within their social contexts. Prior to Yahoo, Henriette was a senior researcher at Mobile Life and the Swedish Institute of Computer Science in Stockholm, where she led projects surrounding human-robot interaction, and mobile interactions from a ‘Research in the Large’ perspective, focused on the methodological intricacies in using user-generated data for research. She holds a PhD from the University of Amsterdam focused on people's interaction with adaptive and autonomous systems, including strategies to build user trust in settings ranging from recommenders to social robots.