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Cross-Channel Strategy
 

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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  • Full Name Full Name Comment goes here.
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  • Nice and meditated slidedeck. I found intertwingularity particularly intriguing. I'll use some concepts on a coming conference. Thanks for sharing.
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  • Here's the accompanying blog post (with a link in the comments to the sketchnotes):

    http://findability.org/archives/000652.php
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  • Great deck. So much clarifying, really useful perspective here that helps with what we're doing now, as well as longer term thinking. Thanks!
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  • Fantastic Slidedeck. The Cross Channel Crystal.... Intriguing. I have GOT to come see you speak soon.
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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/