Euro Ia Designing Exploding Websites Share

  • 579 views
Uploaded on

Presentation given by Info.nl at the EuroIA conference in Copenhagen on September 26, 2009

Presentation given by Info.nl at the EuroIA conference in Copenhagen on September 26, 2009

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
579
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Het zal jullie niet onbekend zijn dat de toegang tot online diensten overal mogelijk is. Onze wereld is aan het widgetizen. Mobiel, televisie of de auto, overal ben je connected.Tegelijkertijd is ons gedrag aan het veranderen. Dat gaat hand in hand.
  • Wat is de waarde die wordt gezocht, waar moet je op inspelen. Voor een specifiek klantsegment.Denk aan die receptendienst voor de impulskoper. Zit de waarde in het zonder nadenken kunnen vinden van de gerechten in de winkel via een routekaart? Wil hij van te voren zijn peers consulteren?
  • Vervolgens bepaal je waar de contactpunten van die klant liggen. Wat zijn de online media die hij gebruikt, en met wel doel. Een landkaart van elementen ontstaan zo waar je op kunt inhaken.Na deze drie stappen van analyse moet een plan worden gemaakt.

Transcript

  • 1. Designingfor the ScatteredStructures of Exploding Websites
    Iskander SmitPeter Boersma
    Euro IA 2009 - Copenhagen
    info.nl
    FULL SERVICE INTERNET AGENCY
  • 2.
  • 3.
  • 4.
  • 5. A short history ofExploding Websites
  • 6. Model of Virtual Warmth
    an online dialogue on the road to result
    The contextinfluences the route
    A product taillored
    (Pro-active) support
    The whole is a rich experience
  • 7. we live in a scattered environment
  • 8. social exhibitionisme
    a custom digital life
    our behavior is changed
    pull back in our own social world
    a continuous conversation
    continuous partial attention
  • 9. the context models our world
  • 10. attention
    use
    apply
    orientation
    inside
    website
    outside
    website
    Looking for the touchpoints
  • 11. use
    apply
    orientation
    attention
    inside
    website
    outside
    website
    Looking for the touchpoints
  • 12. “In the future websites will offer moveable services, which can be placed on everywhere the customer wishes.” Steve Rubel
  • 13. model exploding website
  • 14. mobile site
    exploding function
  • 15. we live with our heads in the cloud
  • 16. Tim O’Reilly
    Devices will all have sensors.
    In the end it is about the services you create using these sensors.
  • 17. create a system
  • 18. manage the ecosystem
    attract
    engage
    convert
    retain
  • 19. StrategiesforExploding Websites
  • 20. new strategies
    David Armano, 2008
  • 21. brand promise
    1
    customer experience
    match
    exploding strategy
  • 22. 1
    match
    exploding strategy
    2
    engage
    value
    benefits
    offer
    product
    promise
  • 23. 1
    match
    exploding strategy
    2
    engage
    3
    connect
    context
    scenarios
    devices
    touchpoints
  • 24. 1
    match
    exploding strategy
    2
    engage
    4
    script
    3
    connect
    programme
    plan
    architecture
  • 25. 1
    match
    exploding strategy
    5
    measure
    2
    targets
    engage
    kpi
    4
    script
    3
    metrics
    connect
  • 26. partners
    6
    employees
    1
    orchestrate
    match
    organisation
    exploding strategy
    5
    measure
    2
    engage
    4
    script
    3
    connect
  • 27. improve
    continuous
    development
    learn
    7
    spread
    6
    1
    orchestrate
    match
    exploding strategy
    5
    measure
    2
    engage
    4
    script
    3
    connect
  • 28. exploding elements
    affiliate contracts
    improve
    continuous
    development
    idealab
    organisation mapping
    learn
    customer palette
    function profiles
    7
    spread
    brand promise
    partners
    6
    employees
    1
    customer experience
    orchestrate
    match
    organisation
    exploding strategy
    5
    measure
    stakeholder radar
    2
    engage
    targets
    value
    product promise proposition
    kpi
    benefits
    dashboard
    4
    metrics
    script
    offer
    3
    reports
    product
    promise
    connect
    programme
    context
    plan
    scenarios
    devices
    hotspot
    audit
    programme plan
    architecture
    touchpoints
    interactive tubemap
    exploding architecture
  • 29. DesigningExploding Websites
  • 30. DesigningExploding Websites
    Design Process (drafts)
    What’s Different?
    Tools
  • 31. Design ProcessforExploding Websites
  • 32. Draft 1: Wabi-sabi
  • 33. Wabi-sabi
    “wabi”: limitations in design and unpredictable or changing usage conditions“sabi”: imperfect reliability or limited mortality (comparable to rust)
  • 34.
  • 35.
  • 36. Wabi-sabifordesigningExploding Websites
  • 37. Draft 2: Rugby ball
  • 38.
  • 39. Draft 3: Concept Map
  • 40.
  • 41.
  • 42. (ahem)
  • 43. Model users
    Specifyoutcomesthat match users’ goals
    Profiles
    Design adaptivecomponents
    Contexts
    Select valuablebehaviour to support
    Writescenarios and scripts,and direct yourscenes
    Touchpoints
  • 44. What’s different?
  • 45. Multiple Touchpoints
    Know the users’ attitude towards touchpoints perform user research into behaviour and expectations
    The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences
    You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer
  • 46. Multiple Contexts-of-Use
    Consider user flow, attention, and social context design variants in interaction style andtone-of-voice
    Some touchpoints allow for the inclusion of social features define the effects on the social context
  • 47. Context-rich Profiles
    Each context-of-use calls for additional attributes to be added to the visitor's profile track which touchpoints have been used when, for which functionality, and how
    Knowledgeaboutusersallowsyour designs to adapt create interfaces thatadapttheirbehaviourbasedon data from user profiles
  • 48. ToolsfordesigningExploding Websites
  • 49. Context-rich Profiles
    Multiple Contexts-of-Use
    Multiple Touchpoints
  • 50. Web Analytics to quantify current user behaviour and discover opportunities for improvement
  • 51. Analysis of a funnel
     We need 9 times more registrants for the game
    xxxxx
    xxxxx
    xxxx
    75%
    xx
    xxxx
    xx
    x
    66,7%
    0,09%
    25%
    x
    register for game
    play game
    finish game
    hire
  • 52. Create swimlanes (from workflow and service design practice) to document potential flows through multiple touchpoints
  • 53.
  • 54.
  • 55. For quick ideas about vocabulary and attitudes, use Wordle (http://wordle.net)on user interview transcripts
  • 56. Whenlookingforcorporateinformation
    Whencompetingwithothers
    Whenconsideringjoining a company
  • 57. Create concept maps and scenariosto explore all relationships between the objects that users encounter
  • 58.
  • 59. Client scenarios
    After a visitbySales, the clientreceivesan email with a confirmation, asking her to visit the portal to complete her contact data. Shealsochecks her order and downloads a copy of the invoice.
    Ed dignissimfelis non orcilaoreet sit ametullamcorperligulapulvinar.
    Nullafringillaeuismoderos, rutrumfacilisis nisi consequat.
    Nam sednequevelpurusgravidapellentesqueutsedurna.
    Maecenas nisi massa, fringillased tempus ac, suscipit at nibh.
  • 60. Scenario 1: First login
    desktopwidget?
    Email fromSalestriggersfirstvisit
    Clientcreates new password uponfirst login.
    Onfirstvisit, client is asked to confirmclient data.
    Then taken to homepage. Likely to check order.
    Overview of order confirmationswithoption to download.
    Download of invoiceconcludesfirstvisit.
  • 61. Specify interactive components that employ adaptive interfaces
  • 62.
  • 63.
  • 64.
  • 65.
  • 66.
  • 67.
  • 68.
  • 69. Create personas based on motivation, (not market segments) and remember different contexts trigger different behaviours
  • 70.
  • 71. reuse an existing profile on a social network site(e.g. Ning, Facebook Connect)
    base profile on explicitly stated interests(e.g. for e-commerce sites)
    use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering)
    collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX»)
    enrich profiles with data from profiles of friends(e.g. Hyves, Facebook)
  • 72.
  • 73. Cases withExploding Websites
  • 74. Case 1: Association of Public Libraries
    The Dutch Association of Public Libraries (VOB)
    • centrally controlled organization
    • 75. with strong independent units
    • 76. responsible for the quality of (online) service
  • Case 1: Association of Public Libraries
    central, local and personalized portals, socialnetworks
    informational, functional, personal, community
    wide range of personas, personalized portals, metricsonwidgetusage
  • 77. Case 1: Association of Public Libraries
    Strategy
    • bottom-up cooperation
    • 78. development of component-based tools
    • 79. (not a top-down CMS and styleguide)
  • Case 1: Association of Public Libraries
    Design
    • personas based on behaviour patterns and touchpoint selections (not demographics)
    • 80. sketches and storyboards(allowed for informal co-operation with the client teams)
    • 81. rule-based designs for components(not just entire screens)
    • 82. a high level design of a central site and local sites(all composed of widgets and modules)
  • 83.
  • 84.
  • 85.
  • 86.
  • 87. Case 1: Association of Public Libraries
    Results
    • designs for a library of widgets
    • 88. on users’ personalized portals
    • 89. on users’ social network sites
    • 90. widgets have social elements
    • 91. firstlibrary went live Thursday!
    collection of widgets
    series of widgets
  • 92.
  • 93. LessonsLearned
  • 94. Lessonslearned: Strategy
    Strategy
    Developing an exploding strategy is a great way to transform the service into an effective service in new contexts
    Affiliations with partners are a logical step in an exploding strategy but not the easiest direction to take (or even envision) for a company
    You want to build beta versions of all the elements in the exploding website's ecosystem: do not release touchpoints individually (as client will try to make you do).
  • 95. Lessonslearned: Design
    Design
    A collaborative design method employing sketching and storyboards, combined with script-based deliverables seems to be the best way to develop a exploding system
    You need to switch from designing fixed structures and their interactive interfaces and start to design fragmented, impulse-driven experiences for multiple touchpoints
  • 96. Model users
    Specifyoutcomesthat match users’ goals
    Profiles
    Design adaptivecomponents
    Contexts
    Select valuablebehaviour to support
    Writescenarios and scripts,and direct yourscenes
    Touchpoints
  • 97. LessonsLearned
    Multiple Touchpoints
    Multiple Contexts-of-Use
    Context-rich Profiles
  • 98. Thankyou!
    iskander@info.nlpeterbo@info.nl
    info.nl
    FULL SERVICE INTERNET AGENCY