Design for Cross-Channel Experiences

morville@semanticstudios.comDesign forCross-Channel ExperiencesSamantha Starmer, REIPeter Morville, Semantic Studios 1

who am I? morville@semanticstudios.com

morville@semanticstudios.com 3

morville@semanticstudios.comAgenda9:00 - 9:15 Introductions9:15 - 10:30 IA: Beyond the Web (Peter)10:30 - 11:00 Coffee Break11:00 - 12:00 What is X-Channel? (Samantha) Exercise #1: Experience Opportunities12:00 - 1:30 Lunch Break1:30 - 2:30 X-Channel: How (Peter & Samantha)2:30 - 3:30 Exercise #2: Experience Mapping3:30 - 4:00 Coffee Break4:00 - 5:00 Q&A, Discussion, Closing Remarks 6

morville@semanticstudios.comSlidesSamantha’shttp://www.slideshare.net/sstarmer/Peter’shttp://www.slideshare.net/morville/http://semanticstudios.com/xchannel.pdfhttp://prezi.com/aafmvya6bk7t/understanding-information-architecture/ 7

morville@semanticstudios.com Ubiquitous IA Cross-Channel StrategyPeter Morville, IA Summit 2012 8

morville@semanticstudios.com#dtdt 9

morville@semanticstudios.com Architecture Design TechnologyInformation Architecture: It’s What You Do First. 10

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. 11

morville@semanticstudios.com

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.” 15

morville@semanticstudios.com Web Strategy1. One Library2. Core Areas3. Network Intelligence 16

morville@semanticstudios.comExperience Across Channels 17

morville@semanticstudios.com Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 20

morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 22

morville@semanticstudios.com 23Bill Verplank, IxD11 Opening Keynote, http://vimeo.com/20285615 (00:19:30)

morville@semanticstudios.com“Desire Lines” 25Photo: Berkeley Path Gallery by Kevin Fox

morville@semanticstudios.comExperiences Across Channels

morville@semanticstudios.com The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search

morville@semanticstudios.com World’s Best Information Architect 31Source: Subject to Change (2008)

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.” 34

morville@semanticstudios.com Desktop MobileKiosk 35

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 36

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) 39

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.” 41

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 44

morville@semanticstudios.comDavid Roseambientdevices.com 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. 49

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 50

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). 51

morville@semanticstudios.com What is Information Architecture?http://www.maya.com/the-feed/what-is-information-architecture 53

morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…

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.”

morville@semanticstudios.com"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."

morville@semanticstudios.com “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."

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”

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.comAgenda9:00 - 9:15 Introductions9:15 - 10:30 IA: Beyond the Web (Peter)10:30 - 11:00 Coffee Break11:00 - 12:00 What is X-Channel? (Samantha) Exercise #1: Experience Mapping12:00 - 1:30 Lunch Break1:30 - 2:30 X-Channel: How (Peter & Samantha)2:30 - 3:30 Exercise #2: Experience Mapping3:30 - 4:00 Coffee Break4:00 - 5:00 Q&A, Discussion, Closing Remarks 66

morville@semanticstudios.com A Framework for Cross-Channel StrategyPeter Morville, IA Summit 2012 67

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 69

morville@semanticstudios.comDesign Principles 71

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 72Conflict identify/resolve, org chart, free-riding

morville@semanticstudios.comAdapted from Cross-Platform Service User Experience 73 portal.acm.org/citation.cfm?id=1851637

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 74

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 75

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 77

morville@semanticstudios.com Mobile 78Source: Mobile First (2011) by Luke Wroblewski

morville@semanticstudios.com 79Source: Mobile First (2011) by Luke Wroblewski

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.” 86

morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strategy. 87

morville@semanticstudios.comDesign for Connection 88

morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store. 89

morville@semanticstudios.comBarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 92

morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle 94

Continuity morville@semanticstudios.com 95

Conflict morville@semanticstudios.com 96

Context morville@semanticstudios.com 97

morville@semanticstudios.comCross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 98

morville@semanticstudios.comSource:delightability.com 103

morville@semanticstudios.com Mental ModelsTasksFeatures http://www.rosenfeldmedia.com/books/mental-models/ 104

morville@semanticstudios.comhttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map 107

morville@semanticstudios.comUX Swimlanes 109

morville@semanticstudios.com 110Urban Sensing by Dan Hill

Resources morville@semanticstudios.com 111

morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findability.org/Twitter@morville 112

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http://labo.coprosystem.co.jp	17
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Design for Cross-Channel Experiences

by Peter Morville

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