Cross-Channel Strategy
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Cross-Channel Strategy

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Peter Morville's UserFocus 2011 keynote about ubiquitous information architecture and cross-channel strategy.

Peter Morville's UserFocus 2011 keynote about ubiquitous information architecture and cross-channel strategy.

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Cross-Channel Strategy Cross-Channel Strategy Presentation Transcript

  • 1
    Ubiquitous IACross-Channel Strategy
    Peter Morville, User Focus 2011
  • 2
  • 3
  • 4
  • 5
    Polar Bear IA
    in•for•ma•tion ar•chi•tec•turen.
    • The structural design of shared information environments.
    • The combination of organization, labeling, search, and navigation systems in web sites and intranets.
    • The art and science of shaping information products and experiences to support usability and findability.
    • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
  • 6
  • 7
    On the Web, the signis the path, the map is the territory.
  • 8
  • 9
    S
    T
    R
    U
    C
    T
    U
    R
    E
    STRATEGY
    IA
    What architects do
    for buildings, we do for…
  • 10
    Framing
    Classic Information Architecture(Polar Bear).
    Web Strategy (Web, Mobile, Social).
    Cross-Channel Strategy (Physical, Digital).
    Ubiquitous IA (Intertwingularity).
  • 11
  • 12
  • 13
  • 14
  • 15
    The Library of Congress
    “To further the progress of knowledge and creativity.”.
  • 16
  • 17
    Evaluation
    Fragmentation. Fragmentation into multiple sites, domains, and identities is clearly a major problem. Many users don’t know which site to visit for which purpose, and the lack of consistent, intuitive inter-site search and navigation makes it difficult to find content without knowing source and location.
    Findability. Users often can’t find what they need from the home page, but that’s only the start of the problem. Most users don’t come through the front door. They enter via a web search or a deep link, and are often confused by what they do find. Even worse, most potential users never use the Library, because many of its resources aren’t easily findable via external searches.
  • 18
    Web Strategy
    One Library
    Core Areas
    Network Intelligence
  • 19
  • 20
    “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville
    “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson
  • 21
    World’s Best Information Architect
    Source: Subject to Change (2008)
  • 23
  • 24
    Desktop
    Mobile
    Kiosk
  • 25
    Touchpoint Taxonomy
  • 26
    Design Principles
    Design Principles
  • 27
    Cross-Channel Facets
    Composition multi- or cross-channel; mix of platforms, devices, media; coherence
    Consistency brand, features, organization, interaction
    balanced against value of optimization
    Connection links, tags, signs, maps; call to action
    Continuity bookmark, resume playback, flow
    Context personal, social, location, time, task
    Conflict identify/resolve, org chart, free-riding
  • 28
    Adapted from Cross-Platform Service User Experience
    portal.acm.org/citation.cfm?id=1851637
  • 29
    Craft beautiful designs that deliver a quality experience
    to your users no matter how large (or small) their display.
    Fluid Grids
    Flexible Images
    Media Queries
  • 30
  • 31
    Why Separate Mobile & Desktop Web Pages at Bagcheck?
    With a dual template system, we were able to optimize:
    Source Order
    Media (Speed, Quality, Interaction)
    URL Structure
    Application Design
    Navigation at Top
    Navigation at Bottom
  • 32
    Why Separate Mobile & Desktop Web Pages at Bagcheck?
    With a dual template system, we were able to optimize:
    Source Order
    Media (Speed, Quality, Interaction)
    URL Structure
    Application Design
    Embedded Video
    Thumbnail
    (few pixels / detail)
  • 33
    Why Separate Mobile & Desktop Web Pages at Bagcheck?
    With a dual template system, we were able to optimize:
    Source Order
    Media (Speed, Quality, Interaction)
    URL Structure
    Application Design
    One Page
    (with modules)
    Four Pages
    (mobile-only URLs)
  • 34
    Why Separate Mobile & Desktop Web Pages at Bagcheck?
    With a dual template system, we were able to optimize:
    Source Order
    Media (Speed, Quality, Interaction)
    URL Structure
    Application Design
    Modal Dialog
    Barcode Scan
  • Transmedia Design by Jakob Nielsen
    http://www.useit.com/alertbox/3-screens-transmedia.html
    “The highest-value use will stay predominantly on desktop.”
    “Most companies must support both device classes …with separate UI designs.”
    35
    PC
    Big Screens
    Better Input Devices
    Faster Bandwidth
    Hardware Oomph
    Software Maturity
    Printing
    Mobile
    “The best computer is the one you have with you.”
  • 36
    To make the right decisions about composition and
    consistency, you need a cross-channel strategy.
  • 37
    Design for Connection
  • 38
    Over 50% of REI online business is picked up in a store.
  • 39
  • 40
  • Barcode
    Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)
    QR Code
    Initiates a Response (e.g., URL, Message, Phone, SMS, Email)
    41
  • 43
    Price Check
    Product Detail
    Endless Aisle
  • 44
    Continuity
  • 45
    Conflict
  • 46
    Context
  • 47
    Sensors
    • Location (GPS)
    • Orientation (Compass)
    • Motion (Accelerometer)
    • Orientation/Motion (Gyroscope)
    • Touch (Multi-Touch, Gestural)
    • Light (Ambient)
    • Proximity
    • Device (Bluetooth)
    • Audio (Microphone)
    • Image/Video (Camera)
    • RFID (Soon)
  • 48
  • 49
  • 50
    “After a half-hour, a three-tone alert sounds…If the bottle still has not been opened, the system makes an automated reminder phone call to the patient or a caregiver. The GlowCap system compiles adherence data which anyone can be authorized to track. That way the doctor can make sure Gramps stays on his meds.”
  • Marathon
    51
    Cross-Channel
    We must leave our
    comfort zones, cross-train,
    and collaborate.
    Triathlon
  • 52
  • 53
  • 54
    Source:delightability.com
  • 55
  • 56
    reFocusing
  • 57
    reFraming
    Classic Information Architecture(Polar Bear).
    Web Strategy (Web, Mobile, Social).
    Cross-Channel Strategy (Physical, Digital).
    Ubiquitous IA (Intertwingularity).
  • 58
    IA Therefore I Am
    Peter Morville
    morville@semanticstudios.com
    Search Patterns
    http://searchpatterns.org/
    Semantic Studios
    http://semanticstudios.com/
    Blog
    http://findability.org/