Ubiquitous Information Architecture: Cross-Channel Strategy

Peter Morville, IA Summit 2012 1

Design for DiscoverySearchPatterns Peter Morville & Jeffery Callender 4

Architecture Design TechnologyInformation Architecture: It’s What You Do First. 6

Polar Bear IA in•for•ma•tion ar•chi•tec•ture n. •  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. 7

FragmentationFragmentation into multiplesites, domains, and identities isclearly a major problem. Usersdon’t know which site to visitfor which purpose.FindabilityUsers can’t find what they needfrom the home page, but mostusers don’t come through thefront door. They enter via a websearch or a deep link, and areconfused by what they find.Even worse, most never use theLibrary, because its resourcesaren’t easily findable.

Web Strategy Web1.  One Library Online Onsite Library2.  Core Areas Congress (about/for) National Library Copyright Hierarchy top-down3.  Network Intelligence + Network bottom-up 11

Wireframes Library of Congress myLOC | Marti Janes | Sign Out Library of Congress myLOC | Sign In | Register Set by Jen Brown Your Search: gettysburg Womens Suffrage Your Search: Womens Suffrage (Set) Comments (7) Refine Your Search Search All Categories GO Available Online (625) ? New Search Within Results Search Tips | Advanced Search Refine Your Search Search This Set GO Available Online (1) ? - Format, Original New Search Within Results Search Tips | Advanced Search Books (2,632) Recommended Search Tips | Advanced | myLOC | Marti Janes | Sign Out - Format, Original Photographs (664) The Gettysburg Address Results page 1 of 3 results Display List | Gallery | Grid | Slide |Congress Library of Map | Timeline Search All Categories GO Multimedia exhibition featuring the key documents linked to Abraham Lincolns Gettysburg Address. Photographs (2) Manuscripts (337) Print | Save | Share | Subscribe | Add to Set | Rights & Access | Ask a Librarian Custom Sort The Abraham Lincoln Papers Books (1) Maps (135)Interfaces Roughly 20,000 documents including an online collection of 61,000 images and 10,000 transcriptions. Newspapers/Magazines (122) - Format, Online Meade School, Gettysburg Show All The Gettysburg Address (Web Guide) Penn[sylvania] on the picket line Online guide to primary documents. Includes selected bibliography and links to external web sites. Images (1) 1917, Photograph (Image) Additional Items/Views A mix of letters, telegrams, and sample advertisements from various - Format, Online Results page 1 of 78,810 results Display List | Gallery | Grid | Slide | Map | Timeline sources sent to the White House regarding the use of President ... Images (545) - Subject Print | Save | Share | Subscribe | Add to Set | Ask a Librarian Sort by Relevance Audio (27) American History (1) Suffrage campaign days in New Jersey View All (3) Video (25) Government, Politics & Law (1) Between 1914-1920, Photograph Show All The Gettysburg Address Social Sciences (1) Three women attaching "Votes for women" poster to telephone pole;•  Portal Collections 2010, Collection beach in background. - Subject Of the five known manuscript copies of the Gettysburg Address, the Library + Source of Congress has two. President Lincoln gave one of these to ... Suffrage for women History, United States (35,724) 1871, Book (Full Text, Image), by John Stuart Mill Lincoln, Abraham (18,545) Gettysburg Address: Primary Documents of American History (Virtual ... + Author / Creator No description available. Bain Collection (41,450) Maps & Geography (2,105) 2009, Collection Civil War Soldiers (785) Show All Gettysburg Address: Primary Documents of American History (Virtual Services and Programs, Digital Reference Section, Library of Congress) Related Resources - Source Images for gettysburg•  Search Online Catalog (2,668) Browse neighboring items Abraham Lincoln Papers (1,701) (by call number) Check for online group record Congress/Legislative (6) Show All Similar Items - Author / Creator Story of the Gettysburg address Similar Item #1 Gallagher, Gary W. (11) 1969, Book, by Kenneth Richards, illustrated by Tom Dunnington Similar Item #2 Print | Save | Share | Subscribe | Add to Set | All Sizes | Obtain Copies | Rights & Access | Ask a Librarian Similar Item #3 U.S. Congress (10) Traces the events which led to the Battle of Gettysburg in 1864 and Library of Congress myLOC | Marti Janes | Sign Out Similar Item #4 Show All describes the dedication of the cemetery to the fallen soldiers by ...•  Object Similar Item #5 Access First Draft of Gettysburg Address (Nicolay Copy) Collection Show All (35) - Date Online - Image (2592 x 1936) 1863, Manucript (Image) 1900s (35) Prosperity and Thrift: The Coolidge Era and the Consumer Economy, 1921-1929Plan Prints and Photographs Division (Available) -- Map & Directions, Floor 1800s (21) Top Treasure (First Draft of Gettysburg Address). Seen here is the earliest Search for This Item at Libraries Near You Statistics known of the five drafts of what may be the most famous ... Add a Tag Show All Collection Details Viewed 2,745 times About Raymond Massey reading Lincolns Gettysburg Address About the Collection - Language 1935, Non-Music Recording (Audio), performed by Raymond Massey Title: Meade School, Gettysburg Introductory Presentation Linguaphone 76743/744 (78A). 1 sound disc : 78 rpm, mono ; English (35) Guide to People, Organizations, 10-inch, standard (shellac).•  Set Author/Creator: Bain News Service publisher Spanish / Español (21) and Topics Date Created/Published: [between 1900 and 1906] Bibliography Selected Sets The National Library Transcript of the HayDraft - The Gettysburg Address (Library of ... Collection Connections Medium: 1 negative : glass ; 5 x 7 in. or smaller. Library of Congress - myLOC | Sign In | Register Geographic Location Set #1 (95) the United States of America of 2010, Collection Reproduction Number: LC-DIG-ggbain-13836 (digital file from original negative) Set #2 (335) New York, US (35) Please note that the Nicolay and Hay versions of the Gettysburg Address Rights Advisory: No known restrictions on publication. Quick Links Set #3 (82) Washington DC, US (21) differ somewhat from the generally printed Bliss version.) ... Working with the Call Number: LC-B2- 2789-5 [P&P] Collection Show All About the Library Search ShowCategories All All (76) | Add to Set GO Notes: Today in History: November 19 How to View Each Format Calendar of Events Search Tips | Advanced Search Title from data provided by the Bain News Service on the negative. Date from similar Detroit - Library Location 2010, Collection How to Order Copies Hours & Locations Publishing Co. negative: LC-D4-16-16583. the Digital Collection Tags On November 19, 1863, President Abraham Lincoln delivered a short speech Building Jobs & Fellowships Jefferson or Adams (5,102) Spotlight Visit the Library >•  Page Copyright and Other Restrictions at the close of ceremonies dedicating the battlefield cemetery ... On negative: Meade Sq., Gettysburg. Library Catalogs Library of Congress Geography & Map (109) Library Tours Forms part of: George Grantham Bain Collection (LibraryShop the Library of Congress). Gettysburg Show All Maps, Directions, Floor Plans Gettysburg--A battlefield tour General information about the Bain Collection is available at http://hdl.loc.gov/loc.pnp/pp.ggbain Browse by 1913 About the Collection Support the Library Hours 1988, Moving Image or Slide/Transparency (Video), produced by Finley ... Meade Prosperity and Thrift: The Coolidge Era and the Consumer Economy, Temp. note: Batch three loaded. Subject Index 1921-1929 assembles a Visit the Library Civil War + LC Classification On November 19, 1863, President Abraham Lincoln delivered a short speech Subjects: document the wide array of Library of Congress source materials from the 1920s that Contact Us at the close of ceremonies dedicating the battlefield cemetery ... Title Index Great Reunion widespread prosperity of the Coolidge years, the nations transition toGettysburg a mass consumer architecture Ask a Librarian + Rights & Permissions economy, and the role of government in this transition. The collection includes... Read more Format, Original: Programs & Services > battlefield Preservation of Lincolns Two Drafts - The Gettysburg Address ... Glass negatives Topics General George Gordon Meade View All Formats > Highlights > 2008, Set George Gordon Meade - Set In order to assure the long-term preservation of the two drafts of Lincolns Your Search: Prosperity and Thrift (Collection) Format, Online: Comments (5)Congress Arts & Culture Audio Celebrate the Joy of Reading Schools Gettysburg Address (137) Gettysburg Address in the Library of Congress collections ... Image (2592 x 1936) Current and historical Business Meade School Books Wise Guide to loc.gov legislative information. Battlefield Photos (120)Caveats Collections: Engineering Pennsylvania Images Webcasts from the Library Refine Your Search Lincoln Manuscripts (95) The Gettysburg campaign; a study in command. Search This Collection Bain Collection, Civil War Soliders GO Geography Detroit Photographic Co. Manuscripts 1968, Book, by Edwin B. Coddington Available Online (125) ? Copyright Show All 26th Pennsylvania Emergency Bookmark This Record: Results New Search Within Search Tips | Advanced Search Government Maps News > xviii, 866 p. illus., facsim., plans, ports. 24 cm. Services and information from Infantry Monument http://loc.gov/pictures/item/ggb2005013836 the U.S. Copyright Office. Health Newspapers Look Inside: Page: 1, 2, 5, View All - Format, Original Monuments December Film Series - Tag Results page 1 of 455 results Display List | Gallery | Grid | Slide | Map | Timeline History, International Photographs Photographs (194) Paulbattle (137) Awarded McCartney Center for the Book Show machine tags (2) History, United States Poetry The LOC.GOV Wise Guide : Turning Point of the Civil War ... Manuscripts (87) Print | Save | Share | Subscribe | the MARC Record for Access | Ask a Librarian View a Comment Add Add to Set | Rights & this item. Relevance Gershwin Prize address (120) John W. Kluge Center 2007, Collection Journalism Prints/Posters The Gettysburg Address Maps (35) Add a Tag battlefield (95) The battle of Gettysburg (July 1-3, 1863) is considered the turning point of Law Library Law & Legislation Sheet Music Newspapers/Magazines (22) Show All the Civil War. Gen. Robert E. Lees defeat by the Army of the ... Calvin Coolidge Papers. Advertisement Exploitation Veterans History Project Literature Video/Films Popular >•  Visual Design Books (19) 1923-1928, Set World Digital Library Philosophy Show All A mix of letters, telegrams, and sample advertisements from various SEARCH SHARE VISIT Psychology sources sent to the White House regarding the use of President ... Explore By Related Searches rjones0856 says: Especially For... Religion - Format, Online Science Author 1. Civil War gettysburg address gettysburg pictures gettysburg facts Public battle of gettysburg gettysburg college gettysburg ghosts Images (85) Selling Mrs. ConsumerThis says "Meade School" at lower left. Its the Meade High School in Gettysburg, which opened in 1897. Date 2. Great Depression Librarians Social Science gettysburg civil war gettysburg confederate antietam Audio (27) 1929, Manuscript (Full I dont know ifby Christine Frederick Text, Image), its still in use. 3. The Constitution Sports & Recreation Location (e.g., California) Selling Mrs. Consumer analyzes the relationship between women and Publishers Video (25) Language 4. Thomas Jefferson the consumer economy. The months ago. ( permalink ) Reply a ... Posted 9 author, Christine Frederick, was Researchers Was this comment helpful? Yes No Report this World Culture Show All Name (e.g., Famous People) 5. Frieze Patterns Teachers 1 2 3 4 5 Next BobMeade says: 6. Barack Obama•  Starting Point Images in Prosperity and Thrift Collections > - Subject 7. Abraham Lincoln Exhibitions > Connect This building is certainly still there, as this Google maps aerial You shows at the intersection of Did view Know? > American Folklife 8. Native Americans Springs Aveneu and Buford Avenue: maps.google.com.au/maps?f=q&source=s_q& hl=en&... Exploring the Early Americas Find us on Subscribe & Comment Download & Play Questions Did you know that the The Civil War 9. Slave Narratives Pilgrims werent the first to Creating the United States RSS & Email | Blogs Podcasts | Webcasts | iTunes U Ask a Librarian | Contact Us Yes No The Declaration of Independence 10. John Hanson Posted 8 months ago. ( permalink ) Was this reply helpful? celebrate Thanksgiving? Report this Anne (LOC P&P) says: Library of Congress Thanks for your comments. Well incorporate the date and other info. noticed on the neg. next About the Library Programs & Services Our Collection Browse by Topic time we update. Search Arts & Culture Connect The Librarys Mission Copyright History of the Library Congress/Legislative Library Catalogs Business Posted 7 months ago. ( permalink ) Was this reply helpful? us on Yes Find No Subscribe & Comment Report this Download & Play Questions Engineering Fascinating Facts Collections RSS & Email | Blogs Podcasts | Webcasts | iTunes U Ask a Librarian | Contact Us Center for the Book Exhibits Geography Pixel Wrangler says: Hours John W. Kluge Center Government Home | About | FAQ | Site Map | Contact | Press | Accessibility | Legal | USA.gov Maps, Directions, Floor Plans Law Library Browse by Format Health Meade School was named to honor General George Gordon Meade who directed the Union army in one Library Tours Veterans History Project Audio of its greatest battles, defeating Confederate General Robert E. Lee at the Battle of Gettysburg. A Service of the Library of Congress History, International World Digital Library Books Calendar of Events History, United States Images The monument at the left of the photograph (above) is the 26th Pennsylvania Emergency Infantry Shop the Library All Programs & Services A-Z Journalism Manuscripts Monument. A monument to General Meade is located at the nearby battlefield: Support the Library Law & Legislation Popular Maps Literature Offices & Divisions Newspapers "Gen. Meade - Gettysburg (LOC)" by William H. Tipton 1. Civil War Philosophy Organization of the Library Photographs 2. Great Depression Religion Press Room Poetry 3. The Constitution Science News & Highlights Prints/Posters 4. Thomas Jefferson Social Science Jobs & Fellowships Sheet Music 12 5. Frieze Patterns Sports & Recreation Video/Films World Culture Posted 7 months ago. ( permalink ) Was this comment helpful? Yes No Report this Home | About | FAQ | Site Map | Contact | Press | Accessibility | Legal | USA.gov A Service of the Library of Congress

“Give me a fulcrum and a place to stand,and I will move the world.” —Archimedes Users Portal ry Paths Ab ve co ou Patterns Dis t Brand Incentives Find Search Objects Federated Goal Faceted Gateway Fast Collection Ask Browse Findable Social 13

Search is a Complex, Adaptive System Goals Interaction Features Indexing Tools Psychology Aﬀordances Technology Structure Process Behavior Language Algorithms Metadata Incentives Interface Query Results Engine Content Users CreatorsSource: Search Patterns (2010) 14

Where architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 16

“Desire Lines” 18Photo: Berkeley Path Gallery by Kevin Fox

Experiences Across Channels

The Future of Mobile Search Location AwareLocation Aware Search by Wandering Query by Wandering Multisensory The Future of Mobile Search

“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans- media, physico-digital user experiences.” Peter Morville 32,000 B.C. Visual Thinking I n t e rt w i n g l e 1976 Information Architecture 1995 User Experience 1982 Service Design 2005 Ubiquitous Computing 1986 Interaction Design “People keep pretending they can make things deeplyhierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson 24

World’s Best Information ArchitectSource: Subject to Change (2008) 25

Desktop MobileKiosk 28

Sensors•  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) 29

“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.” 31

BrainPortCamera in glassescaptures video.Image recreated ongrid of 400 electrodes.User feels the shapeon the tongue.Brain learns to seethrough the tongue. 35

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 36

http://findability.org/archives/000652.php 38

Multi-Channel Cross-Channel SERVICE SERVICE + + Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 39

Craft 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 40

Why Separate Mobile & Desktop Web 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 42

To make the right decisions about composition andconsistency, you need a cross-channel strategy. 43

Email Web Store Catalog Phone Content Creators 44

Over 50% of REIonline business ispicked up in a store. 45

BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 48

Price CheckProduct DetailEndless Aisle 50

Continuity 51

Conflict 52

Context 53

Cross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 54

Source: delightability.com 57

morville@semanticstudios.com 60

morville@semanticstudios.com 61

What architects do for buildings,information architects do for…

“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.”

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

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

morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).

Peter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findability.org/Twitter@morville 73

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Ubiquitous Information Architecture: Cross-Channel Strategy

by Peter Morville on Mar 22, 2012

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Ubiquitous Information Architecture: Cross-Channel Strategy Presentation Transcript