Making the Web Relevant for Everyone
SmartContext is a revolutionary concept that makes websites more inclusive by adding helpful context for different audiences — without significant changes to the original website.
Works on desktop and mobile. Website visitors simply hover or tap over the SmartContext icons to view contextual information in easy-to-read popups.
Try your website Provide FeedbackThe Challenge
Lack of Cultural Representation in Digital Content:
Digital inclusion isn't just about internet access - it's also about whether online content feels relevant and welcoming to everyone. UK research shows that when digital resources ignore cultural differences, people can feel excluded and disengage even when they do have access.
Need for cultural context in digital services
Inclusive-design research for the NHS and King's Fund shows digital health info is most effective when given "with relevant cultural context", noting uptake drops when this is missing.
"Not for people like me"
A 2021 Ofcom study found that 42% of UK adults who are offline say the internet is "not for people like me" - almost as common a reason as finding it "too complicated".
Key Takeaways:
Beyond Access
Connectivity alone doesn't guarantee use; content must resonate culturally.
Feelings of Exclusion
One-size-fits-all content can make minority communities feel invisible.
Lower Uptake
Culturally tailored material boosts trust and engagement, narrowing the divide.
Introducing SmartContext
SmartContext is the only Context Embedding tool that adds demographic-specific supplementary information to any website — without requiring significant changes to the original website.
Using Advanced AI, SmartContext analyses web content in real-time and, where required, adds easy to access explanations or cultural references making information instantly relatable.
Note: Our current web proxy version is for demonstration purposes only. The final product will offer two deployment options:
- Website Widget: A simple embed code for website owners to add contextual information directly to their sites.
- Browser Extension: A Chrome plugin for users to enhance any website they visit with demographic-specific context.
SmartContext is still in development. We're actively seeking feedback as we explore options for website owners and users.
Key Features
Demographic-Specific Enhancement
Tailored information for various nationality groups, accessibility needs, and socioeconomic backgrounds — ensuring content is relevant to each user's unique context.
Interactive User Interface
Unobtrusive flag icons indicate where additional context is available, with intuitive tooltips providing supplementary information when and where it's needed.
Comprehensive Profile System
Support for multiple demographic profiles including nationality - based contexts (Polish, Ukrainian, Indian, Chinese, etc) and specialised needs (visual impairment, neurodivergent, etc).
Flexible Implementation
Will be available as both a website widget for site owners and a browser extension for users — making contextual embeddings accessible through multiple deployment options.
Try SmartContext with These Example Sites
Select any View with SmartContext below to experience SmartContext in action with example websites running through our prototype demo proxy. At present, the Advanced AI can take between 30-40 seconds per webpage - this will substantially improve.
Please note: The websites shown below are not affiliated with SmartContext in any way. They are used purely for demonstration purposes to showcase how our Context Embedding technology works with existing public websites.
NHS Boards
Cheshire and Merseyside
SmartContext bridges the gap between international residents' expectations and how the NHS actually works, making pathways more understandable.
Advice Services
Citizens Advice
SmartContext makes complex legal, financial, and consumer information more accessible by adapting content for people from diverse backgrounds.
Digital Inclusion
Good Things Foundation
SmartContext simplifies technology guidance, making digital support resources understandable for users of all technical skill levels.
How the Demo Works
The following explains how our current proxy prototype works. Note that this is
just a preliminary version, and the final implementation as a widget or browser extension will be more
seamless.
At present, the Advanced AI can take between 30-40 seconds per page on first visit. Results are
cached, so previously visited pages will load much faster.
Browse Through Proxy
Content is accessed through the SmartContext prototype proxy service.
Select Demographic
Users select their profile based on nationality, accessibility needs, or specific contexts.
AI Analyses Content
Advanced AI calculates where added context would help your chosen audience.
Contextual Tooltips
SmartContext icons show where extra information is available.
For Website Owners
If you're interested in showcasing your website with SmartContext internally to gauge interest:
- Contact us to pre-cache pages on your website for faster demonstrations
- Report any bugs or styling issues you'd like fixed before presenting SmartContext
- We can work with you to ensure optimal performance for important presentations
Try Your Own Website
Want to see how SmartContext works with a specific website? Enter any URL below to experience it through our demonstration proxy.
Enter website URL you wish to view through our proxy.
The actual website won't change for anyone else visiting it - only you will see the extra SmartContext features.
Use Cases
Healthcare for International Residents
SmartContext helps international residents navigate complex healthcare websites by providing explanations of system-specific terminology, processes, and cultural nuances.
"The NHS website became much more navigable with context about how UK healthcare differs from the Polish system." — Expected User feedback
Government Services
Government websites become more accessible when supplemented with explanations about legal requirements, administrative procedures, and eligibility criteria tailored to specific demographic needs.
"I finally understood the visa application process with the additional context for Ukrainian residents." — Expected User feedback
Educational Adaptation
Educational resources can be enhanced with additional context for neurodivergent users, providing alternative explanations, visual aids, or supplementary information where needed.
"The contextualised learning materials helped me understand complex topics in ways that work for my processing style." — Expected User feedback
Share Your Feedback on SmartContext
Help shape the future of SmartContext! As we're in the concept phase, your feedback is invaluable to ensuring we build something truly useful for diverse audiences.
* Your feedback will directly influence the development of SmartContext. Thank you for helping us build a better tool!
Previous Funders
SmartContext development has been made possible with support from:
These organisations have supported earlier phases of research and development.