Cross-Channel Strategy

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Ubiquitous IACross-Channel Strategy
Peter Morville, User Focus 2011

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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.

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On the Web, the signis the path, the map is the territory.

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S
T
R
U
C
T
U
R
E
STRATEGY
IA
What architects do
for buildings, we do for…

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Framing
Classic Information Architecture(Polar Bear).
Web Strategy (Web, Mobile, Social).
Cross-Channel Strategy (Physical, Digital).
Ubiquitous IA (Intertwingularity).

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The Library of Congress
“To further the progress of knowledge and creativity.”.

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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.

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Web Strategy
One Library
Core Areas
Network Intelligence

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“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

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World’s Best Information Architect
Source: Subject to Change (2008)

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Desktop
Mobile
Kiosk

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Touchpoint Taxonomy

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Design Principles
Design Principles

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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

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Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637

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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

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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

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Source Order
URL Structure
Application Design
Embedded Video
Thumbnail
(few pixels / detail)

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Source Order
URL Structure
Application Design
One Page
(with modules)
Four Pages
(mobile-only URLs)

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Source Order
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.”
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PC
Big Screens
Better Input Devices
Faster Bandwidth
Hardware Oomph
Software Maturity
Printing
Mobile
“The best computer is the one you have with you.”

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To make the right decisions about composition and
consistency, you need a cross-channel strategy.

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Design for Connection

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Over 50% of REI online business is picked up in a store.

Barcode
Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)
QR Code
Initiates a Response (e.g., URL, Message, Phone, SMS, Email)
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Price Check
Product Detail
Endless Aisle

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Continuity

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Conflict

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Context

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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)

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“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
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Cross-Channel
We must leave our
comfort zones, cross-train,
and collaborate.
Triathlon

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Source:delightability.com

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reFocusing

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reFraming
Classic Information Architecture(Polar Bear).
Web Strategy (Web, Mobile, Social).
Cross-Channel Strategy (Physical, Digital).
Ubiquitous IA (Intertwingularity).

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IA Therefore I Am
Peter Morville
morville@semanticstudios.com
Search Patterns
http://searchpatterns.org/
Semantic Studios
http://semanticstudios.com/
Blog
http://findability.org/

http://paper.li	66
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http://us-w1.rockmelt.com	17
http://sprmario.tumblr.com	9
http://aula.catedradigital.info	6
http://twitter.com	4
http://tweetedtimes.com	4
http://ashtergroup.blogspot.com	1
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Cross-Channel Strategy

by Peter Morville on Sep 15, 2011

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Cross-Channel Strategy — Presentation Transcript