morville@semanticstudios.com                 Ubiquitous IA                 Cross-Channel StrategyPeter Morville, UX Lisbon...
morville@semanticstudios.com                      2
morville@semanticstudios.com                      3
morville@semanticstudios.com                      4
morville@semanticstudios.com
morville@semanticstudios.com#dtdt                              6
morville@semanticstudios.com                             Architecture                             Design                  ...
morville@semanticstudios.comPolar Bear IA    in•for•ma•tion ar•chi•tec•turen.    •   The structural design of shared      ...
morville@semanticstudios.com
morville@semanticstudios.comFragmentation  Fragmentation into multiple  sites, domains, and identities is  clearly a major...
morville@semanticstudios.comVisual ThinkingUnwritten Rule #1“Whoever best describes aproblem is the person mostlikely to s...
morville@semanticstudios.com                 Web Strategy1. One Library2. Core Areas3. Network Intelligence               ...
morville@semanticstudios.comExperience Across Channels                                         13
morville@semanticstudios.com
morville@semanticstudios.com                    15
morville@semanticstudios.com     Search is a Complex, Adaptive SystemSource: Search Patterns (2010)                       16
morville@semanticstudios.com                    17
morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information archit...
morville@semanticstudios.com                                                                                              ...
morville@semanticstudios.com                    20
morville@semanticstudios.com“Desire Lines”                                                  21Photo: Berkeley Path Gallery...
morville@semanticstudios.com                    22
morville@semanticstudios.com                    23
morville@semanticstudios.comExperiences Across Channels
morville@semanticstudios.com               The Future of Mobile Search  Location AwareLocation Aware       Query byby Wand...
morville@semanticstudios.com
morville@semanticstudios.com                                       World’s Best                                   Informat...
morville@semanticstudios.com
morville@semanticstudios.com                    29
morville@semanticstudios.com“Collaborative Consumptiondescribes the rapid explosionin traditional sharing,bartering, lendi...
morville@semanticstudios.com        Desktop                                MobileKiosk                                    ...
morville@semanticstudios.comUp The Stairs“How do we make it easier for people to learn about multi-channel possibilities?”...
morville@semanticstudios.com                    33
morville@semanticstudios.com
Sensors        morville@semanticstudios.com•   Location (GPS)•   Orientation (Compass)•   Motion (Accelerometer)•   Orient...
morville@semanticstudios.com                    36
morville@semanticstudios.com“After a half-hour, a three-tone alert sounds…If thebottle still has not been opened, the syst...
morville@semanticstudios.com                    38
morville@semanticstudios.com                    39
morville@semanticstudios.com              find·a·bil·i·ty n                  The quality of being locatable or            ...
morville@semanticstudios.comDavid Roseambientdevices.com                    41
morville@semanticstudios.com                    42
morville@semanticstudios.com                    43
morville@semanticstudios.com                    44
morville@semanticstudios.comBrainPort  Camera in glasses  captures video.  Image recreated on  grid of 400 electrodes.  Us...
Touchpoint Taxonomy            morville@semanticstudios.com                                                            Med...
morville@semanticstudios.com   reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Soci...
morville@semanticstudios.com                    48
morville@semanticstudios.com       What is Information Architecture?http://www.maya.com/the-feed/what-is-information-archi...
morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…
morville@semanticstudios.com                    51
morville@semanticstudios.com“There is a problem in discussing systems onlywith words. Words and sentences must, bynecessit...
morville@semanticstudios.com"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense...
morville@semanticstudios.com  “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon busi...
morville@semanticstudios.com                    55
morville@semanticstudios.com
morville@semanticstudios.comThe fast parts learn, propose, andabsorb shocks; the slow partsremember, integrate, and constr...
morville@semanticstudios.com                    58
morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
http://is.gd/iaprezi    morville@semanticstudios.com
morville@semanticstudios.com                    61
morville@semanticstudios.comMethod                             62
morville@semanticstudios.com                    63
morville@semanticstudios.com                             goals, strategy, brand,                             process, tech...
morville@semanticstudios.com                    65
morville@semanticstudios.comDesign Principles                                        66
morville@semanticstudios.comCross-Channel Strategy                      http://findability.org/archives/000652.phpComposit...
morville@semanticstudios.comAdapted from Cross-Platform Service User Experience                                           ...
morville@semanticstudios.comTodays “service systems” may include interrelatedsub-systems (e.g., person-to-person, self-ser...
morville@semanticstudios.comCraft beautiful designs that deliver a quality experienceto your users no matter how large (or...
morville@semanticstudios.com                    71
Why Separate Mobile & Desktop Webmorville@semanticstudios.com                                                     Pages at...
morville@semanticstudios.com                                        Mobile                                                ...
morville@semanticstudios.com                                                                     74Source: Mobile First (2...
morville@semanticstudios.com
morville@semanticstudios.com                    76
morville@semanticstudios.com                    77
morville@semanticstudios.com                    78
morville@semanticstudios.com                    79
morville@semanticstudios.com                    80
Transmedia Design by Jakob Nielsen                         morville@semanticstudios.comhttp://www.useit.com/alertbox/3-scr...
morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strateg...
morville@semanticstudios.comDesign for Connection                             83
morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store.                              84
morville@semanticstudios.com                    85
morville@semanticstudios.com                    86
morville@semanticstudios.comBarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response ...
morville@semanticstudios.com
morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle                        89
Continuity   morville@semanticstudios.com                                 90
Conflict   morville@semanticstudios.com                               91
Context   morville@semanticstudios.com                              92
morville@semanticstudios.comCross-Channel   We must leave our               Marathoncomfort zones, cross-train,    and col...
morville@semanticstudios.com                    94
morville@semanticstudios.com                    95
morville@semanticstudios.com                    96
morville@semanticstudios.com                    97
morville@semanticstudios.comSource:delightability.com                                                98
morville@semanticstudios.com                      Mental ModelsTasksFeatures           http://www.rosenfeldmedia.com/books...
morville@semanticstudios.com                   100
morville@semanticstudios.com                   101
morville@semanticstudios.comhttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map                            ...
morville@semanticstudios.com                   103
morville@semanticstudios.comUX Swimlanes                                  104
morville@semanticstudios.com                                               105Urban Sensing by Dan Hill
Resources   morville@semanticstudios.com                               106
morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.g...
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Cross-Channel Strategy: Workshop

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

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    Also, part of this presentation is in our Prezi, Understanding IA:

    http://prezi.com/aafmvya6bk7t/understanding-information-architecture/
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Cross-Channel Strategy: Workshop

  1. 1. morville@semanticstudios.com Ubiquitous IA Cross-Channel StrategyPeter Morville, UX Lisbon 2012 1
  2. 2. morville@semanticstudios.com 2
  3. 3. morville@semanticstudios.com 3
  4. 4. morville@semanticstudios.com 4
  5. 5. morville@semanticstudios.com
  6. 6. morville@semanticstudios.com#dtdt 6
  7. 7. morville@semanticstudios.com Architecture Design TechnologyInformation Architecture: It’s What You Do First. 7
  8. 8. 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
  9. 9. morville@semanticstudios.com
  10. 10. 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.
  11. 11. 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
  12. 12. morville@semanticstudios.com Web Strategy1. One Library2. Core Areas3. Network Intelligence 12
  13. 13. morville@semanticstudios.comExperience Across Channels 13
  14. 14. morville@semanticstudios.com
  15. 15. morville@semanticstudios.com 15
  16. 16. morville@semanticstudios.com Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 16
  17. 17. morville@semanticstudios.com 17
  18. 18. morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 18
  19. 19. morville@semanticstudios.com 19Bill Verplank, IxD11 Opening Keynote, http://vimeo.com/20285615 (00:19:30)
  20. 20. morville@semanticstudios.com 20
  21. 21. morville@semanticstudios.com“Desire Lines” 21Photo: Berkeley Path Gallery by Kevin Fox
  22. 22. morville@semanticstudios.com 22
  23. 23. morville@semanticstudios.com 23
  24. 24. morville@semanticstudios.comExperiences Across Channels
  25. 25. morville@semanticstudios.com The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  26. 26. morville@semanticstudios.com
  27. 27. morville@semanticstudios.com World’s Best Information Architect 27Source: Subject to Change (2008)
  28. 28. morville@semanticstudios.com
  29. 29. morville@semanticstudios.com 29
  30. 30. morville@semanticstudios.com“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
  31. 31. morville@semanticstudios.com Desktop MobileKiosk 31
  32. 32. morville@semanticstudios.comUp The Stairs“How do we make it easier for people to learn about multi-channel possibilities?”http://findability.org/archives/000640.php 32
  33. 33. morville@semanticstudios.com 33
  34. 34. morville@semanticstudios.com
  35. 35. Sensors morville@semanticstudios.com• 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
  36. 36. morville@semanticstudios.com 36
  37. 37. morville@semanticstudios.com“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
  38. 38. morville@semanticstudios.com 38
  39. 39. morville@semanticstudios.com 39
  40. 40. morville@semanticstudios.com 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
  41. 41. morville@semanticstudios.comDavid Roseambientdevices.com 41
  42. 42. morville@semanticstudios.com 42
  43. 43. morville@semanticstudios.com 43
  44. 44. morville@semanticstudios.com 44
  45. 45. 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
  46. 46. Touchpoint Taxonomy morville@semanticstudios.com 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
  47. 47. morville@semanticstudios.com reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Social).3. Cross-Channel Strategy (Physical, Digital).4. Intertwingularity (Ubiquitous, Ambient). 47
  48. 48. morville@semanticstudios.com 48
  49. 49. morville@semanticstudios.com What is Information Architecture?http://www.maya.com/the-feed/what-is-information-architecture 49
  50. 50. morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…
  51. 51. morville@semanticstudios.com 51
  52. 52. morville@semanticstudios.com“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.”
  53. 53. morville@semanticstudios.com"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  54. 54. morville@semanticstudios.com “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
  55. 55. morville@semanticstudios.com 55
  56. 56. morville@semanticstudios.com
  57. 57. 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”
  58. 58. morville@semanticstudios.com 58
  59. 59. morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  60. 60. http://is.gd/iaprezi morville@semanticstudios.com
  61. 61. morville@semanticstudios.com 61
  62. 62. morville@semanticstudios.comMethod 62
  63. 63. morville@semanticstudios.com 63
  64. 64. morville@semanticstudios.com 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
  65. 65. morville@semanticstudios.com 65
  66. 66. morville@semanticstudios.comDesign Principles 66
  67. 67. morville@semanticstudios.comCross-Channel Strategy http://findability.org/archives/000652.phpComposition 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
  68. 68. morville@semanticstudios.comAdapted from Cross-Platform Service User Experience 68 portal.acm.org/citation.cfm?id=1851637
  69. 69. 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
  70. 70. 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
  71. 71. morville@semanticstudios.com 71
  72. 72. Why Separate Mobile & Desktop Webmorville@semanticstudios.com 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
  73. 73. morville@semanticstudios.com Mobile 73Source: Mobile First (2011) by Luke Wroblewski
  74. 74. morville@semanticstudios.com 74Source: Mobile First (2011) by Luke Wroblewski
  75. 75. morville@semanticstudios.com
  76. 76. morville@semanticstudios.com 76
  77. 77. morville@semanticstudios.com 77
  78. 78. morville@semanticstudios.com 78
  79. 79. morville@semanticstudios.com 79
  80. 80. morville@semanticstudios.com 80
  81. 81. Transmedia Design by Jakob Nielsen morville@semanticstudios.comhttp://www.useit.com/alertbox/3-screens-transmedia.html“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
  82. 82. morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strategy. 82
  83. 83. morville@semanticstudios.comDesign for Connection 83
  84. 84. morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store. 84
  85. 85. morville@semanticstudios.com 85
  86. 86. morville@semanticstudios.com 86
  87. 87. 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
  88. 88. morville@semanticstudios.com
  89. 89. morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle 89
  90. 90. Continuity morville@semanticstudios.com 90
  91. 91. Conflict morville@semanticstudios.com 91
  92. 92. Context morville@semanticstudios.com 92
  93. 93. morville@semanticstudios.comCross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 93
  94. 94. morville@semanticstudios.com 94
  95. 95. morville@semanticstudios.com 95
  96. 96. morville@semanticstudios.com 96
  97. 97. morville@semanticstudios.com 97
  98. 98. morville@semanticstudios.comSource:delightability.com 98
  99. 99. morville@semanticstudios.com Mental ModelsTasksFeatures http://www.rosenfeldmedia.com/books/mental-models/ 99
  100. 100. morville@semanticstudios.com 100
  101. 101. morville@semanticstudios.com 101
  102. 102. morville@semanticstudios.comhttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map 102
  103. 103. morville@semanticstudios.com 103
  104. 104. morville@semanticstudios.comUX Swimlanes 104
  105. 105. morville@semanticstudios.com 105Urban Sensing by Dan Hill
  106. 106. Resources morville@semanticstudios.com 106
  107. 107. morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findability.org/Twitter@morville 107
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