1<br />Ubiquitous IACross-Channel Strategy<br />Peter Morville, User Focus 2011<br />
2<br />
3<br />
4<br />
5<br />Polar Bear IA<br />in•for•ma•tion ar•chi•tec•turen.<br /><ul><li>The structural design of shared information enviro...
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 ...
7<br />On the Web, the signis the path, the map is the territory.<br />
8<br />
9<br />S<br />T<br />R<br />U<br />C<br />T<br />U<br />R<br />E<br />STRATEGY<br />IA<br />What architects do <br />for b...
10<br />Framing<br />Classic Information Architecture(Polar Bear).<br />Web Strategy (Web, Mobile, Social). <br />Cross-Ch...
11<br />
12<br />
13<br />
14<br />
15<br />The Library of Congress<br />“To further the progress of knowledge and creativity.”.<br />
16<br />
17<br />Evaluation<br />Fragmentation. Fragmentation into multiple sites, domains, and identities is clearly a major probl...
18<br />Web Strategy<br />One Library<br />Core Areas<br />Network Intelligence<br />
19<br />
20<br />“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-me...
21<br />World’s Best Information Architect<br />Source: Subject to Change (2008)<br />
23<br />
24<br />Desktop<br />Mobile<br />Kiosk<br />
25<br />Touchpoint Taxonomy<br />
26<br />Design Principles<br />Design Principles<br />
27<br />Cross-Channel Facets<br />Composition		multi- or cross-channel; mix of 			platforms, devices, media; coherence<br ...
28<br />Adapted from Cross-Platform Service User Experience<br />portal.acm.org/citation.cfm?id=1851637<br />
29<br />Craft beautiful designs that deliver a quality experience<br />to your users no matter how large (or small) their ...
30<br />
31<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
32<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
33<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
34<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
Transmedia Design by Jakob Nielsen<br />http://www.useit.com/alertbox/3-screens-transmedia.html<br />“The highest-value us...
36<br />To make the right decisions about composition and<br />consistency, you need a cross-channel strategy.<br />
37<br />Design for Connection<br />
38<br />	Over 50% of REI online business is picked up in a store.<br />
39<br />
40<br />
Barcode<br />Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)<br />QR Code<br />Initiates a Response (e.g., URL...
43<br />Price Check<br />Product Detail<br />Endless Aisle<br />
44<br />Continuity<br />
45<br />Conflict<br />
46<br />Context<br />
47<br />Sensors<br /><ul><li>Location (GPS)
Orientation (Compass)
Motion (Accelerometer)
Orientation/Motion (Gyroscope)
Touch (Multi-Touch, Gestural)
Light (Ambient)
Proximity
Device (Bluetooth)
Audio (Microphone)
Image/Video (Camera)
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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.

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Cross-Channel Strategy

  1. 1. 1<br />Ubiquitous IACross-Channel Strategy<br />Peter Morville, User Focus 2011<br />
  2. 2. 2<br />
  3. 3. 3<br />
  4. 4. 4<br />
  5. 5. 5<br />Polar Bear IA<br />in•for•ma•tion ar•chi•tec•turen.<br /><ul><li>The structural design of shared information environments.
  6. 6. The combination of organization, labeling, search, and navigation systems in web sites and intranets.
  7. 7. The art and science of shaping information products and experiences to support usability and findability.
  8. 8. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.</li></li></ul><li>6<br />
  9. 9. 7<br />On the Web, the signis the path, the map is the territory.<br />
  10. 10. 8<br />
  11. 11. 9<br />S<br />T<br />R<br />U<br />C<br />T<br />U<br />R<br />E<br />STRATEGY<br />IA<br />What architects do <br />for buildings, we do for…<br />
  12. 12. 10<br />Framing<br />Classic Information Architecture(Polar Bear).<br />Web Strategy (Web, Mobile, Social). <br />Cross-Channel Strategy (Physical, Digital). <br />Ubiquitous IA (Intertwingularity).<br />
  13. 13. 11<br />
  14. 14. 12<br />
  15. 15. 13<br />
  16. 16. 14<br />
  17. 17. 15<br />The Library of Congress<br />“To further the progress of knowledge and creativity.”.<br />
  18. 18. 16<br />
  19. 19. 17<br />Evaluation<br />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.<br />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.<br />
  20. 20. 18<br />Web Strategy<br />One Library<br />Core Areas<br />Network Intelligence<br />
  21. 21. 19<br />
  22. 22. 20<br />“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville<br />“People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson <br />
  23. 23. 21<br />World’s Best Information Architect<br />Source: Subject to Change (2008)<br />
  24. 24.
  25. 25. 23<br />
  26. 26. 24<br />Desktop<br />Mobile<br />Kiosk<br />
  27. 27. 25<br />Touchpoint Taxonomy<br />
  28. 28. 26<br />Design Principles<br />Design Principles<br />
  29. 29. 27<br />Cross-Channel Facets<br />Composition multi- or cross-channel; mix of platforms, devices, media; coherence<br />Consistency brand, features, organization, interaction<br /> balanced against value of optimization<br />Connection links, tags, signs, maps; call to action<br />Continuity bookmark, resume playback, flow<br />Context personal, social, location, time, task<br />Conflict identify/resolve, org chart, free-riding<br />
  30. 30. 28<br />Adapted from Cross-Platform Service User Experience<br />portal.acm.org/citation.cfm?id=1851637<br />
  31. 31. 29<br />Craft beautiful designs that deliver a quality experience<br />to your users no matter how large (or small) their display.<br />Fluid Grids<br />Flexible Images<br />Media Queries<br />
  32. 32. 30<br />
  33. 33. 31<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Navigation at Top<br />Navigation at Bottom<br />
  34. 34. 32<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Embedded Video<br />Thumbnail <br />(few pixels / detail)<br />
  35. 35. 33<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />One Page<br />(with modules)<br />Four Pages<br />(mobile-only URLs)<br />
  36. 36. 34<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Modal Dialog<br />Barcode Scan<br />
  37. 37. Transmedia Design by Jakob Nielsen<br />http://www.useit.com/alertbox/3-screens-transmedia.html<br />“The highest-value use will stay predominantly on desktop.”<br /> “Most companies must support both device classes …with separate UI designs.” <br />35<br />PC<br />Big Screens<br />Better Input Devices<br />Faster Bandwidth<br />Hardware Oomph<br />Software Maturity<br />Printing<br />Mobile<br />“The best computer is the one you have with you.”<br />
  38. 38. 36<br />To make the right decisions about composition and<br />consistency, you need a cross-channel strategy.<br />
  39. 39. 37<br />Design for Connection<br />
  40. 40. 38<br /> Over 50% of REI online business is picked up in a store.<br />
  41. 41. 39<br />
  42. 42. 40<br />
  43. 43. Barcode<br />Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)<br />QR Code<br />Initiates a Response (e.g., URL, Message, Phone, SMS, Email) <br />41<br />
  44. 44.
  45. 45. 43<br />Price Check<br />Product Detail<br />Endless Aisle<br />
  46. 46. 44<br />Continuity<br />
  47. 47. 45<br />Conflict<br />
  48. 48. 46<br />Context<br />
  49. 49. 47<br />Sensors<br /><ul><li>Location (GPS)
  50. 50. Orientation (Compass)
  51. 51. Motion (Accelerometer)
  52. 52. Orientation/Motion (Gyroscope)
  53. 53. Touch (Multi-Touch, Gestural)
  54. 54. Light (Ambient)
  55. 55. Proximity
  56. 56. Device (Bluetooth)
  57. 57. Audio (Microphone)
  58. 58. Image/Video (Camera)
  59. 59. RFID (Soon)</li></li></ul><li>48<br />
  60. 60. 49<br />
  61. 61. 50<br />“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.”<br />
  62. 62. Marathon<br />51<br />Cross-Channel<br />We must leave our<br />comfort zones, cross-train,<br />and collaborate.<br />Triathlon<br />
  63. 63. 52<br />
  64. 64. 53<br />
  65. 65. 54<br />Source:delightability.com<br />
  66. 66. 55<br />
  67. 67. 56<br /> reFocusing<br />
  68. 68. 57<br />reFraming<br />Classic Information Architecture(Polar Bear).<br />Web Strategy (Web, Mobile, Social). <br />Cross-Channel Strategy (Physical, Digital). <br />Ubiquitous IA (Intertwingularity).<br />
  69. 69. 58<br />IA Therefore I Am<br />Peter Morville<br />morville@semanticstudios.com<br />Search Patterns<br />http://searchpatterns.org/<br />Semantic Studios<br />http://semanticstudios.com/<br />Blog<br />http://findability.org/<br />
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