The ability to understand user context is increasing continuously. New sensors and data points colour ever more detail into the picture of who a user is, what they’re doing and where they are interacting with digital services.
The way in which design responds to context, however, lags this new availability of contextual data points. This is due partly to the relative complexity of creating contextually responsive digital experiences and partly to a misconception among designers that users are willing to change their context in order to gain access to particular products. In reality, such life altering products are few and far between. Most experiences, and particularly those distributed across multiple digital touchpoints, can be made better by embracing contextually responsive principles.