1<br />Ubiquitous IACross-Channel Strategy<br />Peter Morville, IUE 2011<br />
2<br />
3<br />
4<br />
5<br />#dtdt<br />
6<br />Architecture<br />Design<br />Technology<br />Information Architecture: It’s What You Do First.<br />
7<br />Polar Bear IA<br />in•for•ma•tion ar•chi•tec•turen.<br /><ul><li>The structural design of shared information enviro...
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 ...
9<br />On the Web, the signis the path, the map is the territory.<br />
10<br />S<br />T<br />R<br />U<br />C<br />T<br />U<br />R<br />E<br />STRATEGY<br />IA<br />What architects do <br />for ...
11<br />Framing<br />Classic Information Architecture (Polar Bear). <br />Web Strategy (Web, Mobile, Social). <br />Cross-...
12<br />The Library of Congress<br />“To further the progress of knowledge and creativity.”.<br />
Fragmentation<br />Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know...
14<br />Visual Thinking   Unwritten Rule #1 <br />“Whoever best describes a problem is the person most likely to solve the...
15<br />Web Strategy<br />One Library<br />Core Areas<br />Network Intelligence<br />
16<br />
17<br />Search is a Complex, Adaptive System<br />Source: Search Patterns (2010)<br />
18<br />Wireframes<br />Interfaces<br /><ul><li>Portal
Search
Object
Set
Page</li></ul>Caveats<br /><ul><li>Visual Design
Starting Point</li></li></ul><li>19<br />
20<br />
21<br />
22<br />Desire Paths<br />
23<br />
24<br />
25<br />
26<br />Modes of Information Seeking<br />Marcia Bates, UCLA (2002)<br />“We absorb perhaps 80 percent of all our knowledg...
27<br />
28<br />“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-me...
29<br />World’s Best Information Architect<br />Source: Subject to Change (2008)<br />
31<br />
32<br />Desktop<br />Mobile<br />Kiosk<br />
33<br />Touchpoint Taxonomy<br />
34<br />Design Principles<br />Design Principles<br />
35<br />Cross-Channel Strategy<br />Composition		multi- or cross-channel; mix of 			platforms, devices, media; coherence<b...
36<br />Adapted from Cross-Platform Service User Experience<br />portal.acm.org/citation.cfm?id=1851637<br />
37<br />Craft beautiful designs that deliver a quality experience<br />to your users no matter how large (or small) their ...
38<br />
39<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
40<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
41<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
42<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<b...
43<br />To make the right decisions about composition and<br />consistency, you need a cross-channel strategy.<br />
44<br />Design for Connection<br />
45<br />	Over 50% of REI online business is picked up in a store.<br />
46<br />
47<br />
Barcode<br />Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)<br />QR Code<br />Initiates a Response (e.g., URL...
50<br />Price Check<br />Product Detail<br />Endless Aisle<br />
51<br />Continuity<br />
52<br />Conflict<br />
53<br />Context<br />
54<br />Source: Mobile First (2011) by Luke Wroblewski<br />
55<br />Sensors<br /><ul><li>Location (GPS)
Orientation (Compass)
Motion (Accelerometer)
Orientation/Motion (Gyroscope)
Touch (Multi-Touch, Gestural)
Light (Ambient)
Proximity
Device (Bluetooth)
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Ubiquitous IA

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Peter Morville's keynote for Internet User Experience 2011.

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Ubiquitous IA

  1. 1. 1<br />Ubiquitous IACross-Channel Strategy<br />Peter Morville, IUE 2011<br />
  2. 2. 2<br />
  3. 3. 3<br />
  4. 4. 4<br />
  5. 5. 5<br />#dtdt<br />
  6. 6. 6<br />Architecture<br />Design<br />Technology<br />Information Architecture: It’s What You Do First.<br />
  7. 7. 7<br />Polar Bear IA<br />in•for•ma•tion ar•chi•tec•turen.<br /><ul><li>The structural design of shared information environments.
  8. 8. The combination of organization, labeling, search, and navigation systems in web sites and intranets.
  9. 9. The art and science of shaping information products and experiences to support usability and findability.
  10. 10. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.</li></li></ul><li>8<br />
  11. 11. 9<br />On the Web, the signis the path, the map is the territory.<br />
  12. 12. 10<br />S<br />T<br />R<br />U<br />C<br />T<br />U<br />R<br />E<br />STRATEGY<br />IA<br />What architects do <br />for buildings, we do for…<br />
  13. 13. 11<br />Framing<br />Classic Information Architecture (Polar Bear). <br />Web Strategy (Web, Mobile, Social). <br />Cross-Channel Strategy (Physical, Digital). <br />Ubiquitous IA (Intertwingularity).<br />.<br />
  14. 14. 12<br />The Library of Congress<br />“To further the progress of knowledge and creativity.”.<br />
  15. 15. Fragmentation<br />Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose.<br />Findability<br />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.<br />
  16. 16. 14<br />Visual Thinking Unwritten Rule #1 <br />“Whoever best describes a problem is the person most likely to solve the problem.<br />…or, whoever draws the best picture gets the funding.”<br />
  17. 17. 15<br />Web Strategy<br />One Library<br />Core Areas<br />Network Intelligence<br />
  18. 18. 16<br />
  19. 19. 17<br />Search is a Complex, Adaptive System<br />Source: Search Patterns (2010)<br />
  20. 20. 18<br />Wireframes<br />Interfaces<br /><ul><li>Portal
  21. 21. Search
  22. 22. Object
  23. 23. Set
  24. 24. Page</li></ul>Caveats<br /><ul><li>Visual Design
  25. 25. Starting Point</li></li></ul><li>19<br />
  26. 26. 20<br />
  27. 27. 21<br />
  28. 28. 22<br />Desire Paths<br />
  29. 29. 23<br />
  30. 30. 24<br />
  31. 31. 25<br />
  32. 32. 26<br />Modes of Information Seeking<br />Marcia Bates, UCLA (2002)<br />“We absorb perhaps 80 percent of all our knowledge through simply being aware in our social context and physical environment.”<br />
  33. 33. 27<br />
  34. 34. 28<br />“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville<br />“People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson <br />
  35. 35. 29<br />World’s Best Information Architect<br />Source: Subject to Change (2008)<br />
  36. 36.
  37. 37. 31<br />
  38. 38. 32<br />Desktop<br />Mobile<br />Kiosk<br />
  39. 39. 33<br />Touchpoint Taxonomy<br />
  40. 40. 34<br />Design Principles<br />Design Principles<br />
  41. 41. 35<br />Cross-Channel Strategy<br />Composition multi- or cross-channel; mix of platforms, devices, media; coherence<br />Consistency brand, features, organization, interaction<br /> balanced against value of optimization<br />Connection links, tags, signs, maps; call to action<br />Continuity bookmark, resume playback, flow<br />Context personal, social, location, time, task<br />Conflict identify/resolve, org chart, free-riding<br />http://findability.org/archives/000652.php<br />
  42. 42. 36<br />Adapted from Cross-Platform Service User Experience<br />portal.acm.org/citation.cfm?id=1851637<br />
  43. 43. 37<br />Craft beautiful designs that deliver a quality experience<br />to your users no matter how large (or small) their display.<br />Fluid Grids<br />Flexible Images<br />Media Queries<br />
  44. 44. 38<br />
  45. 45. 39<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Navigation at Top<br />Navigation at Bottom<br />
  46. 46. 40<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Embedded Video<br />Thumbnail <br />(few pixels / detail)<br />
  47. 47. 41<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />One Page<br />(with modules)<br />Four Pages<br />(mobile-only URLs)<br />
  48. 48. 42<br />Why Separate Mobile & Desktop Web Pages at Bagcheck?<br />With a dual template system, we were able to optimize:<br />Source Order<br />Media (Speed, Quality, Interaction)<br />URL Structure<br />Application Design<br />Modal Dialog<br />Barcode Scan<br />
  49. 49. 43<br />To make the right decisions about composition and<br />consistency, you need a cross-channel strategy.<br />
  50. 50. 44<br />Design for Connection<br />
  51. 51. 45<br /> Over 50% of REI online business is picked up in a store.<br />
  52. 52. 46<br />
  53. 53. 47<br />
  54. 54. Barcode<br />Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)<br />QR Code<br />Initiates a Response (e.g., URL, Message, Phone, SMS, Email) <br />48<br />
  55. 55.
  56. 56. 50<br />Price Check<br />Product Detail<br />Endless Aisle<br />
  57. 57. 51<br />Continuity<br />
  58. 58. 52<br />Conflict<br />
  59. 59. 53<br />Context<br />
  60. 60. 54<br />Source: Mobile First (2011) by Luke Wroblewski<br />
  61. 61. 55<br />Sensors<br /><ul><li>Location (GPS)
  62. 62. Orientation (Compass)
  63. 63. Motion (Accelerometer)
  64. 64. Orientation/Motion (Gyroscope)
  65. 65. Touch (Multi-Touch, Gestural)
  66. 66. Light (Ambient)
  67. 67. Proximity
  68. 68. Device (Bluetooth)
  69. 69. Audio (Microphone)
  70. 70. Image/Video (Camera)
  71. 71. RFID (Soon)</li></li></ul><li>56<br />
  72. 72. 57<br />
  73. 73. 58<br />“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.”<br />
  74. 74. 59<br />BrainPort<br /> Camera in glasses captures video.<br /> Image recreated on grid of 400 electrodes.<br /> User feels the shape on the tongue.<br /> Brain learns to see through the tongue.<br />
  75. 75. Marathon<br />60<br />Cross-Channel<br />We must leave our<br />comfort zones, cross-train,<br />and collaborate.<br />Triathlon<br />
  76. 76. 61<br />
  77. 77. 62<br />
  78. 78. 63<br />Source:delightability.com<br />
  79. 79. 64<br />
  80. 80. 65<br />Ubiquitous IA<br />http://iainstitute.org/<br />http://worldiaday.org/ February 11, 2012 in 14 cities<br />http://iasummit.org/ March 21-25, 2012 in New Orleans, USA <br />euroia.org/ September 27-29, 2012 in Rome, Italy<br />http://semanticstudios.com/publications/semantics/<br />http://rosenfeldmedia.com/uxzeitgeist/topics/information-architecture/<br />
  81. 81. 66<br /> reFraming<br />Classic Information Architecture(Polar Bear).<br />Web Strategy (Web, Mobile, Social). <br />Cross-Channel Strategy (Physical, Digital). <br />Intertwingularity (Ubiquitous, Ambient).<br />
  82. 82. 67<br />
  83. 83. 68<br />IA Therefore I Am<br />Peter Morville<br />morville@semanticstudios.com<br />Search Patterns<br />http://searchpatterns.org/<br />Semantic Studios<br />http://semanticstudios.com/<br />Blog<br />http://findability.org/<br />
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