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Ubiquitous IA

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Peter Morville's keynote for Internet User Experience 2011.

Peter Morville's keynote for Internet User Experience 2011.

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  • 1. 1
    Ubiquitous IACross-Channel Strategy
    Peter Morville, IUE 2011
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. 5
    #dtdt
  • 6. 6
    Architecture
    Design
    Technology
    Information Architecture: It’s What You Do First.
  • 7. 7
    Polar Bear IA
    in•for•ma•tion ar•chi•tec•turen.
    • The structural design of shared information environments.
    • 8. The combination of organization, labeling, search, and navigation systems in web sites and intranets.
    • 9. The art and science of shaping information products and experiences to support usability and findability.
    • 10. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
  • 8
  • 11. 9
    On the Web, the signis the path, the map is the territory.
  • 12. 10
    S
    T
    R
    U
    C
    T
    U
    R
    E
    STRATEGY
    IA
    What architects do
    for buildings, we do for…
  • 13. 11
    Framing
    Classic Information Architecture (Polar Bear).
    Web Strategy (Web, Mobile, Social).
    Cross-Channel Strategy (Physical, Digital).
    Ubiquitous IA (Intertwingularity).
    .
  • 14. 12
    The Library of Congress
    “To further the progress of knowledge and creativity.”.
  • 15. Fragmentation
    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.
  • 16. 14
    Visual Thinking Unwritten Rule #1
    “Whoever best describes a problem is the person most likely to solve the problem.
    …or, whoever draws the best picture gets the funding.”
  • 17. 15
    Web Strategy
    One Library
    Core Areas
    Network Intelligence
  • 18. 16
  • 19. 17
    Search is a Complex, Adaptive System
    Source: Search Patterns (2010)
  • 20. 18
    Wireframes
    Interfaces
    Caveats
    • Visual Design
    • 25. Starting Point
  • 19
  • 26. 20
  • 27. 21
  • 28. 22
    Desire Paths
  • 29. 23
  • 30. 24
  • 31. 25
  • 32. 26
    Modes of Information Seeking
    Marcia Bates, UCLA (2002)
    “We absorb perhaps 80 percent of all our knowledge through simply being aware in our social context and physical environment.”
  • 33. 27
  • 34. 28
    “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
  • 35. 29
    World’s Best Information Architect
    Source: Subject to Change (2008)
  • 36.
  • 37. 31
  • 38. 32
    Desktop
    Mobile
    Kiosk
  • 39. 33
    Touchpoint Taxonomy
  • 40. 34
    Design Principles
    Design Principles
  • 41. 35
    Cross-Channel Strategy
    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
    http://findability.org/archives/000652.php
  • 42. 36
    Adapted from Cross-Platform Service User Experience
    portal.acm.org/citation.cfm?id=1851637
  • 43. 37
    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
  • 44. 38
  • 45. 39
    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
  • 46. 40
    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)
  • 47. 41
    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)
  • 48. 42
    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
  • 49. 43
    To make the right decisions about composition and
    consistency, you need a cross-channel strategy.
  • 50. 44
    Design for Connection
  • 51. 45
    Over 50% of REI online business is picked up in a store.
  • 52. 46
  • 53. 47
  • 54. Barcode
    Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)
    QR Code
    Initiates a Response (e.g., URL, Message, Phone, SMS, Email)
    48
  • 55.
  • 56. 50
    Price Check
    Product Detail
    Endless Aisle
  • 57. 51
    Continuity
  • 58. 52
    Conflict
  • 59. 53
    Context
  • 60. 54
    Source: Mobile First (2011) by Luke Wroblewski
  • 61. 55
    Sensors
    • Location (GPS)
    • 62. Orientation (Compass)
    • 63. Motion (Accelerometer)
    • 64. Orientation/Motion (Gyroscope)
    • 65. Touch (Multi-Touch, Gestural)
    • 66. Light (Ambient)
    • 67. Proximity
    • 68. Device (Bluetooth)
    • 69. Audio (Microphone)
    • 70. Image/Video (Camera)
    • 71. RFID (Soon)
  • 56
  • 72. 57
  • 73. 58
    “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.”
  • 74. 59
    BrainPort
    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.
  • 75. Marathon
    60
    Cross-Channel
    We must leave our
    comfort zones, cross-train,
    and collaborate.
    Triathlon
  • 76. 61
  • 77. 62
  • 78. 63
    Source:delightability.com
  • 79. 64
  • 80. 65
    Ubiquitous IA
    http://iainstitute.org/
    http://worldiaday.org/ February 11, 2012 in 14 cities
    http://iasummit.org/ March 21-25, 2012 in New Orleans, USA
    euroia.org/ September 27-29, 2012 in Rome, Italy
    http://semanticstudios.com/publications/semantics/
    http://rosenfeldmedia.com/uxzeitgeist/topics/information-architecture/
  • 81. 66
    reFraming
    Classic Information Architecture(Polar Bear).
    Web Strategy (Web, Mobile, Social).
    Cross-Channel Strategy (Physical, Digital).
    Intertwingularity (Ubiquitous, Ambient).
  • 82. 67
  • 83. 68
    IA Therefore I Am
    Peter Morville
    morville@semanticstudios.com
    Search Patterns
    http://searchpatterns.org/
    Semantic Studios
    http://semanticstudios.com/
    Blog
    http://findability.org/

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