The DIY Future: What Happens When Everyone Is a Designer

The DIY Future 2007 Italian IA Summit

Joe Lamantia Involved in user experience / Internet since 1996 In 2000, became an entrepreneur and started my own company Creator of the leading freely available tool for card sort analysis Creator of the Building Blocks design framework for portals and user experiences Currently based in New York - but enjoys Europe a great deal… On the Web JoeLamantia.com Boxesandarrows.com Tagsonomy.com Email to joe (at) joelamantia.com Where to get a good bowl of noodles Your favorite kind of hot sauce 2 Italian IA Summit : 2007 Joe Lamantia

IA means? design means? 3 Italian IA Summit : 2007 Joe Lamantia

Big tent! (all inclusive) 4 Italian IA Summit : 2007 Joe Lamantia

7 Years Ago functional requirements content templates site map branding card sort style guide content inventory form design wire frames taxonomy / controlled vocabulary navigation model task ﬂow usability evaluation category structure personas metadata 5 Italian IA Summit : 2007 Joe Lamantia

Traditional Model of Information Architecture 6 Italian IA Summit : 2007 Joe Lamantia

netNumina User Experience Development Process Wireframes Mental Model Site Map Content Matrix User Creative Brief User Personas Scenarios User Needs Matrix Visual Design Direction Typography and Visual Design User-centered final Branding Options Options Screen design Business Requirements Document Business Requirements Functionality Matrix 7 Italian IA Summit : 2007 Joe Lamantia

Wireframe (UI Concept) 8 Italian IA Summit : 2007 Joe Lamantia

User Experience Design Concept 9 Italian IA Summit : 2007 Joe Lamantia

How about you? 10 Italian IA Summit : 2007 Joe Lamantia

Now service design multivariate testing brand resonance behavior analytics emotional triggers enterprise architecture design ethnography conceptual modeling social metadata systems collaboration environments ontology / semantic networks mobile experience metadata repositories knowledge management organizational culture rich internet business transformation social media information value chains innovation pipelines scenario based visioning network mechanisms enterprise 2.0 adoption 11 Italian IA Summit : 2007 Joe Lamantia

And now...? 12 Italian IA Summit : 2007 Joe Lamantia

What’s changed? Why are things different? 13 Italian IA Summit : 2007 Joe Lamantia

We’re designing different things. We’re designing things differently. 14 Italian IA Summit : 2007 Joe Lamantia

Integrated Experiences: multi-lateral co-created multi-dimensional 15 Italian IA Summit : 2007 Joe Lamantia

Integration = increased complexity ...experiential impact of design ...challenges for design(ers) 16 Italian IA Summit : 2007 Joe Lamantia

2 Cycles 17 Italian IA Summit : 2007 Joe Lamantia

The Centralization Pendulum Technologies oscillate from centralized to decentralized architectures Centralized Mainframe Client-server PC Internet De-centralized 18 Italian IA Summit : 2007 Joe Lamantia

Permeability Networks and systems are more or less permeable (open) Permeable Red Cross Volunteers U.S. Supreme Court Impermeable Permeable: A substance, substrate, membrane or material that absorbs or allows the passage of water. Permeable: A substance, substrate, membrane or material that absorbs or allows the passage of information. http://en.wiktionary.org/wiki/permeable 19 Italian IA Summit : 2007 Joe Lamantia

Permeable From Wiktionary: A substance, substrate, membrane or material that absorbs or allows the passage of water. A substance, substrate, membrane or material that absorbs or allows the passage of information. http://en.wiktionary.org/wiki/permeable 15 20 Italian IA Summit : 2007 Joe Lamantia

Why does this matter? 21 Italian IA Summit : 2007 Joe Lamantia

New models = de-centralized, permeable Centralized FaceBook Green Zone YouTube in Baghdad Amazon Permeable Impermeable Blogosphere Virus P2P De-centralized Sometimes both... 22 Italian IA Summit : 2007 Joe Lamantia

Amazon Tags Reviews Lists Ratings Registries Stores Used Books Author Pages Author Blogs API S3 service 23 Italian IA Summit : 2007 Joe Lamantia

Others? 24 Italian IA Summit : 2007 Joe Lamantia

3 Shifts 25 Italian IA Summit : 2007 Joe Lamantia

3 shifts in culture show growing technology permeation 26 Italian IA Summit : 2007 Joe Lamantia

quot;According to Moor, the computer revolution is occurring in two stages. The first stage was that of quot;technological introductionquot; in which computer technology was developed and refined. This already occurred in America during the first forty years after the Second World War. The second stage -- one that the industrialized world has only recently entered -- is that of quot;technological permeationquot; in which technology gets integrated into everyday human activities and into social institutions, changing the very meaning of fundamental concepts, such as quot;moneyquot;, quot;educationquot;, quot;workquot;, and quot;fair electionsquot;. Computer Ethics http://plato.stanford.edu/entries/ethics-computer/ 27 Italian IA Summit : 2007 Joe Lamantia

Design decisions now affect more people, in more ways. 28 Italian IA Summit : 2007 Joe Lamantia

1.Social shift 2.DIY shift 3.Rise of the SPIME 29 Italian IA Summit : 2007 Joe Lamantia

1. Social Shift 30 Italian IA Summit : 2007 Joe Lamantia

Product / Service + Social Elements Identity Presence Relationships Group Structures Direct Communication Membership Criteria Lifecycles Reputation Tokens Public speech Arbitration / Negotiation 31 Italian IA Summit : 2007 Joe Lamantia

Network mechanisms amplify the effects of design decisions to include whole communities! 32 Italian IA Summit : 2007 Joe Lamantia

More than social networking Diverse user groups Self-deﬁned user communities Shifting user communities Overlapping identities (personal / professional) New group and community dynamics Social memory Social identity mechanisms Reputation banking & inﬂuence trading Cultural differences Power distance indexes Shifting organizational contexts Knowledge markets Tagging / folksonomies 33 Italian IA Summit : 2007 Joe Lamantia

Unilateral is now multilateral 34 Italian IA Summit : 2007 Joe Lamantia

2. DIY (Do It Yourself) Shift 35 Italian IA Summit : 2007 Joe Lamantia

New economic and production models? “Small Pieces Loosely Joined” Lowered barriers to entry Commoditized design and development Empowered amateurs Business designers ‘Shadow IT’ Free or low-cost tools and data sources Open source APIs Web Services / SOA Public data sets Public infrastructure for mashups Yahoo Pipes Google Gadgets 36 Italian IA Summit : 2007 Joe Lamantia

In DIY everyone designs / co-creates 37 Italian IA Summit : 2007 Joe Lamantia

iPad Touch Product Concept Renderings From: http://factoryjoe.com 38 Italian IA Summit : 2007 Joe Lamantia

3. Rise of the SPIME 39 Italian IA Summit : 2007 Joe Lamantia

When Blobjects Rule the Earth “Scenario: You buy a Spime with a credit card. Your account info is embedded in the transaction, including a special email address set up for your Spimes. After the purchase, a link is sent to you with customer support, relevant product data, history of ownership, geographies, manufacturing origins, ingredients, recipes for customization, and bluebook value. The spime is able to update its data in your database (via radio-frequency ID), to inform you of required service calls, with appropriate links to service centers. This removes guesswork and streamlines recycling. 40 Italian IA Summit : 2007 Joe Lamantia

When Blobjects Rule the Earth “So …you would be able to swiftly understand: • where it was • when you got it • how much it cost • who made it • what it was made of • where those resources came from • what a better model looked like • what a cheaper model looked like • who to thank for making it • who to complain to about its inadequacies • what previous kinds of Spime used to look like • why this Spime is better than earlier ones what you could do to help that happen • what people think the Spime of Tomorrow might look like • the history of the Spime's ownership 41 Italian IA Summit : 2007 Joe Lamantia

When Blobjects Rule the Earth what it had been used for where and when it was used what other people who own this kind of Spime think about it how other people more or less like you have altered or fancied-up or modiﬁed their Spime • what most people use Spimes for • the entire range of unorthodox uses of Spimes by the world's most extreme Spime geek fandom • and how much your Spime is worth on an auction site And especially -- absolutely critically -- where to get rid of it safely.” SIGGRAPH, Los Angeles, August 2004 42 Italian IA Summit : 2007 Joe Lamantia

Emerging SPIME ecology: • RFID • GIS / geo-location • tagging • white-label social networking • smart objects • ubiquitous connectivity • PLM (Product Life Cycle Management) New niche: Collective services >> GetSatisfaction.com 43 Italian IA Summit : 2007 Joe Lamantia

SPIMEs bridge physical and virtual worlds “Mostly virtual, occasionally physical” Physical manifestation Temporal persistence Real in all worlds at the same time Geolocatable Semantically interconnected Tied to deep pools of collective metadata Findable Full lifecycle awareness Must be sustainable / green 44 Italian IA Summit : 2007 Joe Lamantia

Virtual experiences now affect the physical realm, and vice versa. 45 Italian IA Summit : 2007 Joe Lamantia

Design = multi-dimensional 46 Italian IA Summit : 2007 Joe Lamantia

Traditional Model of Information Architecture 47 Italian IA Summit : 2007 Joe Lamantia

New Model for Information Architecture / UX (Still 3 circles...) 48 Italian IA Summit : 2007 Joe Lamantia

New Audiences 49 Italian IA Summit : 2007 Joe Lamantia

DIY Audiences: contributor (architect, designer, builder) remixer aggregator (editor, synthesizer) commenter, rater recommender consumer 50 Italian IA Summit : 2007 Joe Lamantia

New Environments 51 Italian IA Summit : 2007 Joe Lamantia

socially sensitive legally regulated contextually ambiguous physically uncomfortable cognitively stressful erratically connected biologically / medically sensitive ecologically constrained 52 Italian IA Summit : 2007 Joe Lamantia

New Challenges 53 Italian IA Summit : 2007 Joe Lamantia

Integration = increased complexity ...experiential impact of design ...challenges for design(ers) 54 Italian IA Summit : 2007 Joe Lamantia

55 Italian IA Summit : 2007 Joe Lamantia

Designing Web Applications for Use By Larry Constantine, Constantine & Lockwood, Ltd. - Dec 11, 2006 “A third problem with users is that there are so many of them. And they are all different. They want different things and like different things and react differently. I have watched teams run in circles as they redesign for each new user who gives them feedback on a paper prototype or each new group passing through the usability lab. The genuine diversity of real people can distract designers from the commonality of their needs and interests.” http://www.uie.com/articles/designing_web_applications_for_use/ 59 Italian IA Summit : 2007 Joe Lamantia

Does the integrated experience mean design must resolve new kinds of conﬂict? 60 Italian IA Summit : 2007 Joe Lamantia

Multilateral = potential conﬂicts 61 Italian IA Summit : 2007 Joe Lamantia

Co-creation = conﬂicting agendas 62 Italian IA Summit : 2007 Joe Lamantia

New dimensions = new conﬂicts 63 Italian IA Summit : 2007 Joe Lamantia

Integration = many new conﬂicts 64 Italian IA Summit : 2007 Joe Lamantia

Possible conﬂicts in integrated experience Name and Branding Open / Closed Architecture Privacy Language Cultural Concepts Function Ownership and rights Interaction Pace and delivery Materials and makeup Lifecycle Time place of use Emotion Mental Model Identity Ecological Impact Conﬁdentiality Shipping, storage, and handling Legality Energy Consumption Symbolic value / role Price Transparency Information Needs Meaning Labeling & terminology 65 Italian IA Summit : 2007 Joe Lamantia

The New Designer / Architect 66 Italian IA Summit : 2007 Joe Lamantia

business savvy technologically capable skilled analyst & visualizer narrative communicator holistic thinker strategic innovator customer empath tool maker mediator 67 Italian IA Summit : 2007 Joe Lamantia

business modeling ﬁnancial analysis technologically selection organizational network analysis change management business anthropology knowledge management industrial design systems analysis 68 Italian IA Summit : 2007 Joe Lamantia

and ? 69 Italian IA Summit : 2007 Joe Lamantia

Conﬂict: The Missing Ingredient 70 Italian IA Summit : 2007 Joe Lamantia

Current design approaches do not adequately address conﬂict. 71 Italian IA Summit : 2007 Joe Lamantia

Many frameworks, theories, methods... Elements of Experience Emotional Design Forces of User Experience Experience Design Design Maturity Model Making Meaning User Centered Design User Experience Honeycomb User Centric Design Contextual Design Activity Centered Design Participatory Design 72 Italian IA Summit : 2007 Joe Lamantia

What can we do? 73 Italian IA Summit : 2007 Joe Lamantia

Treat conﬂict as a natural element of context Conﬂict = “new layer” of context Advantages Use existing design tools and methods No disruption to stakeholder models No new artifacts or deliverables 74 Italian IA Summit : 2007 Joe Lamantia

How to address conflict as context? Adapt common design methods and tools Include conflict as a subject from the start Address conflicts as they arise Insist on resolution 75 Italian IA Summit : 2007 Joe Lamantia

4 Step process to resolve ethical conﬂicts 1. Discover 2. Understand 3. Communicate 4. Resolve 76 Italian IA Summit : 2007 Joe Lamantia

Address conﬂict throughout the design cycle. “Bake it in…” User Roles + Interviews & User Needs Personas Scenarios Findings = Matrix Search for Relevant Research Learn about Client.com Surveyor View Latest Research Evaluate New Product Understand Methodology Monitor Portfolio Track 1: Researching Complex Topic Information Respond to Customer Call Retrieval Evaluate/Rate New Issue Monitor credit risk over time Learn about Client.com Understand the rating agency Track 2: Identify and compare entities Unified Service Access ratings, research & opinion Delivery Perform customer service Perform credit risk analysis 77 Italian IA Summit : 2007 Joe Lamantia

Vision Themes ‘Talking points’ for design vision Allow stakeholders to communicate shared vision How To Address Conﬂict: Prioritize themes for importance to vision Treat conﬂicting themes as optional Require unanimous vote to include themes 78 Italian IA Summit : 2007 Joe Lamantia

Stakeholder / Business Goals Defined as part of vision phase Translate business needs into aspects and capabilities of solution How To Address Conflict: Track active disagreements in documentation Map relationships between conflicting items Use Delphi process to resolve 79 Italian IA Summit : 2007 Joe Lamantia

Map conﬂicts to business strategy and goals Barriers to Product Adoption Data & Employees  Limited integration of data and features Analytics  Lack of common user experience Data & Analytics Markets Quantitative Users Barriers to Ratings and Research Xyz Ratings & Expansion Adjacent Markets Research Equity Investors, Hedge Fund Managers  Ineffective Basic & Advanced Search  Limited related research navigation Traditional Markets Issuers, Intermediaries & Fixed Barriers to Emerging Market Income Investors Development Global  Numerous barriers to getting basic information Expansion Emerging Markets  Lack of integration between the main website and New Issuers, Intermediaries, & Investors local content Non-Client Users Barriers to Value Perception Maintain Co Shareholders, Regulators, Recruits  Inconsistent research content & Journalists Integrity &  Sub-standard user experience Reputation 80 Italian IA Summit : 2007 Joe Lamantia

Personas Describes types of user / customer / person How To Address Conflict: Flag personas associated with conflicts Enumerate any singular features / functions Map persona landscape to show relationships and conflicts with other personas 81 Italian IA Summit : 2007 Joe Lamantia

Identify conﬂicts relevant to individual personas Chen Xiang Surveyor: Emerging Market Development > Corporate User Investment Banker, Shanghai, China Subsidiary Seeker “I’m looking for a ratings agency I can partner with.” General Description Critical User Needs  Learn about Client.com and their operations in China Chen is a recent graduate and a new employee of the Bank of China. In his role as an investment banker he  Select the agency he feels will be best for his clients will be helping to structure debt offerings and sell them in China’s emerging capital markets. He knows that a Key Job Functions respected and authoritative third party assessment of  Assist corporations in raising funds in China’s emerging capital the debt will increase its liquidity and improve its price markets in the marketplace.  Provides strategic advisory services for mergers, acquisitions As such he is working to assess the relative and other types of corporate financial transactions advantages and disadvantages of using the emerging local ratings agencies versus the internationally Conflicts and Opportunities established agencies such as Client.com. He is looking to find the highest levels of transparency, so that he  Highlight the breadth and depth of information offered in each can be confident in whom he chooses to work with country / region moving forward.  Support localization, allowing content, search parameters, currency, reference indices, and formatting styles to be By gaining Chen as a client, Client.com would likely targeted to user’s preferred region and language gain the issuers he’ll eventually bring to market. 82 Italian IA Summit : 2007 Joe Lamantia

Goals and Needs Matrices Itemizes goals and needs by type of user How To Address Conflict: Identify specific instances of conflict between groups or goals Score conflicts on a heat scale to highlight trouble spots Total the conflicts associate with each goal and user type to prioritize resolution efforts 83 Italian IA Summit : 2007 Joe Lamantia

Functional Requirements Synthesize findings of discovery activities for business, user and system perspectives How To Address Conflict: Cross-reference conflicting requirements by owner / sponsor ‘Narrow the funnel’: reduce # of allowed conflicts at each review / revision Auction limited set of conflict slots Owners can bid’ on requirements with fixed number of points 84 Italian IA Summit : 2007 Joe Lamantia

Scenarios Scenarios should narrate aspects of the user experience and vision How To Address Conflict: Label scenarios that contain internal conflicts Cross reference scenarios that conflict with one another Identify which personas agree with / conflict with each scenario 85 Italian IA Summit : 2007 Joe Lamantia

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times 86 Italian IA Summit : 2007 Joe Lamantia

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings Example Scenario: View Latest Research Ratings Advisory ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times “I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory 86 Italian IA Summit : 2007 Joe Lamantia

Share the experience of conﬂict via scenarios A poor user experience lowers perceptions of services and offerings Example Scenario: View Latest Research Ratings Advisory ! ! ! ! Detail page contains Related Research tab shows Research is split across a Goes to competitor’s site assorted links and tabs; a seemingly random list number of ill-defined doc first, because competitor’s content not on one page of assorted documents types, published at site is easier to use different times “I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…” — Director, Global Ratings Advisory User Conflicts Business Conflicts  Research content is inconsistent  Hampers deepening of relationships  Related research functions are ineffective with established clients  Sites are difficult for users to understand  Detracts from the company’s reputation as and navigate an authoritative source of high quality info 86 Italian IA Summit : 2007 Joe Lamantia

Concept Maps Define key conceptual objects and map relationships How To Address Conflict: Begin with simplified single view Create additional views to reflect conflicting understandings Document conflicts via color and annotation layers List contested objects / concepts Require resolution for signoff Use mapping tool that can track and show dependencies in relationships 87 Italian IA Summit : 2007 Joe Lamantia

Site Maps Summarizes structure and flow through information space / environment How To Address Conflict: Compare / contrast conflicting high-level structures Build modularly, highlight areas of conflict Document conflicts in navigation model separately Flag conflicts in content structure and detailed IA discussed in other artifacts - topic maps, taxonomies, etc. Cross-reference to alternative functional interactions and flows (use cases and process flows) 88 Italian IA Summit : 2007 Joe Lamantia

Wire Frames Schematics capture function, layout, interaction How To Address Conflict: Identify screen components affected by conflict Cross-reference to conflicting personas / scenarios 89 Italian IA Summit : 2007 Joe Lamantia

Use Cases Document behavior of system and actors How To Address Conﬂict: Write use cases for all understandings Cross-reference alternate / conﬂicting use cases 90 Italian IA Summit : 2007 Joe Lamantia

Designing Different Things 91 Italian IA Summit : 2007 Joe Lamantia

platforms and frameworks networks (social, conceptual, ??) processes and services (public, private) games and self-teaching systems physical and emotional environments communities systems 92 Italian IA Summit : 2007 Joe Lamantia

Pattern: Higher level of abstraction 93 Italian IA Summit : 2007 Joe Lamantia

Designing Things Differently 94 Italian IA Summit : 2007 Joe Lamantia

Design Feedback Methods social dynamics network effects gamelike interactions realtime analytics simultaneous variations parallel iteration 95 Italian IA Summit : 2007 Joe Lamantia

Pattern: Diverse and rapid insights 96 Italian IA Summit : 2007 Joe Lamantia

Principles For the DIY Future 97 Italian IA Summit : 2007 Joe Lamantia

Control is now negotiation 98 Italian IA Summit : 2007 Joe Lamantia

Solutions are now frameworks 99 Italian IA Summit : 2007 Joe Lamantia

Designs are now templates 100 Italian IA Summit : 2007 Joe Lamantia

Discovery is now facilitation 101 Italian IA Summit : 2007 Joe Lamantia

Advocacy is now empowerment 102 Italian IA Summit : 2007 Joe Lamantia

Demographics is now self- deﬁnition 103 Italian IA Summit : 2007 Joe Lamantia

Change is now transformation 104 Italian IA Summit : 2007 Joe Lamantia

Production is now creation 105 Italian IA Summit : 2007 Joe Lamantia

Feeds are now streams 106 Italian IA Summit : 2007 Joe Lamantia

Destinations are now nodes 107 Italian IA Summit : 2007 Joe Lamantia

Structures are now networks 108 Italian IA Summit : 2007 Joe Lamantia

Architectures are now systems 109 Italian IA Summit : 2007 Joe Lamantia

Systems are now ecosystems 110 Italian IA Summit : 2007 Joe Lamantia

Ecosystems are now ecologies 111 Italian IA Summit : 2007 Joe Lamantia

Full version: www.slideshare.net/MoJoe Domande? Grazie! 112 Italian IA Summit : 2007 Joe Lamantia

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The DIY Future: What Happens When Everyone Is a Designer

by Joe Lamantia on Nov 17, 2007

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The DIY Future: What Happens When Everyone Is a Designer Presentation Transcript