Cross-Channel Strategy: Workshop
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Cross-Channel Strategy: Workshop



Peter Morville's Cross-Channel Strategy workshop for UX Lisbon 2012.

Peter Morville's Cross-Channel Strategy workshop for UX Lisbon 2012.



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Cross-Channel Strategy: Workshop Cross-Channel Strategy: Workshop Presentation Transcript

  • Ubiquitous IA Cross-Channel StrategyPeter Morville, UX Lisbon 2012 1
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  • Architecture Design TechnologyInformation Architecture: It’s What You Do First. 7
  • morville@semanticstudios.comPolar 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. 8
  • morville@semanticstudios.comFragmentation Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose.Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.
  • morville@semanticstudios.comVisual ThinkingUnwritten Rule #1“Whoever best describes aproblem is the person mostlikely to solve the problem.…or, whoever draws the bestpicture gets the funding.” 11
  • Web Strategy1. One Library2. Core Areas3. Network Intelligence 12
  • morville@semanticstudios.comExperience Across Channels 13
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  • Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 16
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  • morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 18
  • 19Bill Verplank, IxD11 Opening Keynote, (00:19:30)
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  •“Desire Lines” 21Photo: Berkeley Path Gallery by Kevin Fox
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  • morville@semanticstudios.comExperiences Across Channels
  • The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  • World’s Best Information Architect 27Source: Subject to Change (2008)
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  •“Collaborative Consumptiondescribes the rapid explosionin traditional sharing,bartering, lending, trading,renting, gifting, and swappingreinvented through networktechnologies on a scale and inways never possible before.” 30
  • Desktop MobileKiosk 31
  • morville@semanticstudios.comUp The Stairs“How do we make it easier for people to learn about multi-channel possibilities?” 32
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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) 35
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  •“After a half-hour, a three-tone alert sounds…If thebottle still has not been opened, the system makes anautomated reminder phone call to the patient or acaregiver. The GlowCap system compiles adherence datawhich anyone can be authorized to track. That way thedoctor can make sure Gramps stays on his meds.” 37
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  • find·a·bil·i·ty n The quality of being locatable or navigable. The degree to which an object is easy to discover or locate. The degree to which a system or environment supports wayfinding, navigation, and retrieval. am·bi·ent adj Surrounding; encircling; enveloping (e.g., ambient air)the ability to find anyone or anything from anywhere at anytime 40
  • morville@semanticstudios.comDavid 41
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  • morville@semanticstudios.comBrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 45
  • Touchpoint Taxonomy Media Book Channel Platform Newspaper Web Web MagazineProduct Social Media iOS VideoPackaging Email Android AudioPrint Catalog Messaging Poster Mac OS X Billboard TelephoneCall Center Print MS WindowsWebsiteBlog ContextFacebook HomeTwitter Work WalkingYouTube Device DrivingEmail Desktop ShoppingDirect Mail Laptop Scale PlaneRadio Mobile Party Covert Tablet PersonalTelevision Television Mobile Social Personal Kiosk Location Environmental Time Architectural Task Urban 46
  • reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Social).3. Cross-Channel Strategy (Physical, Digital).4. Intertwingularity (Ubiquitous, Ambient). 47
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  • What is Information Architecture? 49
  • morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…
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  •“There is a problem in discussing systems onlywith words. Words and sentences must, bynecessity, come only one a time in linear, logicalorder. Systems happen all at once. They areconnected not just in one direction, but in manydirections simultaneously. To discuss themproperly, it is necessary to use a language thatshares some of the same properties as thephenomena under discussion.”
  •"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  • “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
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  • morville@semanticstudios.comThe fast parts learn, propose, andabsorb shocks; the slow partsremember, integrate, and constrain.The fast parts get all the attention.The slow parts have all the power.Steward Brand on “Pace Layering”
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  • morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
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  • morville@semanticstudios.comMethod 62
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  • goals, strategy, brand, process, technology, resources, politics, culture…objects, types, metadata, audiences, user needs, structure, relationships, use cases, mental models, source, volume, growth vocabulary, behavior 64
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  • morville@semanticstudios.comDesign Principles 66
  • morville@semanticstudios.comCross-Channel Strategy multi- or cross-channel; mix of platforms, devices, media; coherenceConsistency brand, features, organization, interaction balanced against value of optimizationConnection links, tags, signs, maps; call to actionContinuity bookmark, resume playback, flowContext personal, social, location, time, task 67Conflict identify/resolve, org chart, free-riding
  • morville@semanticstudios.comAdapted from Cross-Platform Service User Experience 68
  • morville@semanticstudios.comTodays “service systems” may include interrelatedsub-systems (e.g., person-to-person, self-service)across multiple locations, devices, and channels; andcustomer satisfaction is “influenced by the extent ofintegration and consistency” across those channels.Bridging the “Front Stage” and “Back Stage” in Service SystemDesign by Robert J. Glushko and Lindsay Tabas 69
  • morville@semanticstudios.comCraft beautiful designs that deliver a quality experienceto your users no matter how large (or small) their display. 1. Fluid Grids 2. Flexible Images 3. Media Queries 70
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  • Why Separate Mobile & Desktop Pages at Bagcheck? With a dual template system, we were able to optimize: 1. Source Order 2. Media (Speed, Quality, Interaction) 3. URL Structure Navigation 4. Application Design at TopNavigation at Bottom 72
  • Mobile 73Source: Mobile First (2011) by Luke Wroblewski
  • 74Source: Mobile First (2011) by Luke Wroblewski
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  • Transmedia Design by Jakob Nielsen morville@semanticstudios.com“The highest-value use will stay predominantly on desktop.” PC Big Screens Better Input Devices Faster Bandwidth Hardware Oomph Software Maturity Printing Mobile “The best computer is the one you have with you.” “Most companies must support both device classes …with separate UI designs.” 81
  • morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strategy. 82
  • morville@semanticstudios.comDesign for Connection 83
  • morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store. 84
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  • morville@semanticstudios.comBarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 87
  • morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle 89
  • Continuity 90
  • Conflict 91
  • Context 92
  • morville@semanticstudios.comCross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 93
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  • Mental ModelsTasksFeatures 99
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  • morville@semanticstudios.comUX Swimlanes 104
  • 105Urban Sensing by Dan Hill
  • Resources 106
  • morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi) 107