Design for Cross-Channel Experiences
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Design for Cross-Channel Experiences

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Slides for the IA Summit 2012 workshop, Design for Cross-Channel Experiences, by Peter Morville and Samantha Starmer.

Slides for the IA Summit 2012 workshop, Design for Cross-Channel Experiences, by Peter Morville and Samantha Starmer.

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Design for Cross-Channel Experiences Design for Cross-Channel Experiences Presentation Transcript

  • morville@semanticstudios.comDesign forCross-Channel ExperiencesSamantha Starmer, REIPeter Morville, Semantic Studios 1
  • who am I? morville@semanticstudios.com
  • morville@semanticstudios.com 3
  • morville@semanticstudios.com 4
  • morville@semanticstudios.com 5
  • 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
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  • 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
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  • morville@semanticstudios.com 19
  • morville@semanticstudios.com Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 20
  • morville@semanticstudios.com 21
  • 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 24
  • morville@semanticstudios.com“Desire Lines” 25Photo: Berkeley Path Gallery by Kevin Fox
  • morville@semanticstudios.com 26
  • morville@semanticstudios.com 27
  • 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
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  • morville@semanticstudios.com World’s Best Information Architect 31Source: Subject to Change (2008)
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  • morville@semanticstudios.com 33
  • 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
  • morville@semanticstudios.com 37
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  • 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 40
  • 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 42
  • morville@semanticstudios.com 43
  • 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.com 46
  • morville@semanticstudios.com 47
  • morville@semanticstudios.com 48
  • 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 52
  • 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 55
  • 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.com 59
  • morville@semanticstudios.com
  • 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.com 62
  • 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 65
  • 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 68
  • 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.com 70
  • 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
  • morville@semanticstudios.com 76
  • 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
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  • morville@semanticstudios.com 85
  • 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.com 90
  • morville@semanticstudios.com 91
  • 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.com
  • 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.com 99
  • morville@semanticstudios.com 100
  • morville@semanticstudios.com 101
  • morville@semanticstudios.com 102
  • morville@semanticstudios.comSource:delightability.com 103
  • morville@semanticstudios.com Mental ModelsTasksFeatures http://www.rosenfeldmedia.com/books/mental-models/ 104
  • morville@semanticstudios.com 105
  • morville@semanticstudios.com 106
  • morville@semanticstudios.comhttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map 107
  • morville@semanticstudios.com 108
  • 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