Experience Design: Why Pages Are The Last Thing You Need To Worry About

Yeah, I Know...Right? I don’t think that the guy from Finland who designed this slide ever read my article...

Anyway...Hi. I’m Tim.

Twitter @nanotim

Experience Design Why Pages are the Last Things You Need To Worry About or...

How I Learned to Keep Jakob on the Shelf Until I’m Designing a Page

So...It’s Three Things It’s Always 2, 3, or 5 Things...Right?

First Design Experiences - Not Pages

Second Grow Organically

Third Design Inside Out

Pages The Old Building Blocks

People Aren’t Looking for Pages They Want Answers

The Experience of Finding Digital Brings Drastic Changes to the Role of an Index

Search Was King Because Attribution Has Been Going to Last Click Share Video with Friends Gather Online Clue ! dropped in Show Watch Show Registration on Microsite View YouTube Video ! View YouTube Video ! Magazine Ad Impression ! Microsite Visit ! View Email ! Text Message ! Outdoor Display !

! ! ? ! ? ! ! ? ? ? ! ! ? ? ! ? ? ? ? ? ! ! ! ! Real Behavior is Messy Mapping a Series of Interactions ? ! ! ! ! ? ? ! ! ! ? ? ! ?

So...Let’s Design Experiences Behavior cannot be modeled in a Site Map

We Can Design Experiences And...then a Site Map

Homepage Cheats Index Page Cheats In ience + Situation e Gamer Seeker ituation: he Gamer Seeker is already miliar with the G4TV.com ite. e is stuck on the 5th level of arhammer 2 for Xbox, but Storyboard an’t seem to get pass e Ogre. e knows he can go to The page rebuilds with a The gamer lands on the Cheat The Gamer enters the Warhammer 2 cheats, as 4TV.com’s site to find out index page where they are able to related information. They Homepage via a bookmark User Action heats from others around filter their results by “Platform” to filter to level specific ch that they have set previously. and “Genre” and finally “Title. e community. After finding and reading They select “Cheats” under quot;They go through the alphabetical the cheat, hey notice that Start with Stories the Game Menu. index results and select community of other Warh Warhammer 2 Gamers. ience Situation Questions Lo-fi UI’s + Narrative FTW an’t get pass level 5! Can I find it on TV.com? Okay. I notice there is a category for eat. There are results for Warhammer 2. Warhammer 2. I wonder how many entries I now have 237 results. onder how many there are? there are? ay. There are quite a few results. How Great. I can filter down to just le n I find my specific result? results, read, and copy the che onder what everyone else is saying out Warhammer 2? w! There is a huge community of rhammer 2 fans...I wonder what the top mer has to say? Video Clips Cheat Database Cheat Database Content Available News & Reviews UGC Cheats UGC Cheats UGC

Reseller Program Landing Sales Guide Search Grants and Programs Grant Detail 5 Home 13 Predictive Search UI About Intel Landing 12 11 1 9 Corporate Leadership Leadership 10 Technologies Experiences Aggregate 6 2 Stories Combine to Show System Structure Download Item 8 Product Nav Support Landing Language Support Article 3 4 Product Category Landing Product Family Landing Products Landing

In Review Design Experiences - Not Pages

In Review People Aren’t Looking for Pages People Are Looking for Answers + Entertainment Design the Experience, Then Design the Site Map Compile Stories to Describe the System

Part 2 Die, Enterprise, Die

Innovate, Then Integrate Design What You’re Going to Design

Are Those Requirements? Or, Are You Just Happy to See Me?

Who’s Designing Here, Anyway? The Solution Is The Design

Design is Thinking, Made Visual - Saul Bass

A Word on UX + Creative How to Design Together

UX Roles Analyze the Challenge, State the Insight, Connect the Solution

UX Roles Understand Relationships Between Brand, Product, + People

UX Roles Fight for the User

Creative Roles Evoke Visceral Reactions

Creative Roles Make People Feel an Idea

Creative Roles Visualize Thinking

Comfortable Chaos The Best We Can Hope For, Sometimes...

In Review Grow Organically

In Review Enterprise Will Not Innovate by Nature Innovate, Then Integrate Requirements Are Not the Design Strive for Comfortable Chaos with Creative

Part 3 Design Inside Out + Outside In

The Real World Unstructured Data

Semantic Structures Even Indexed Information Is Not Optimal

Bottom-Up Tagging Limited by Quantity of Topics + Differences in Usage

Why Design Ontology? Multiple Concepts of Meaning for Organizing Content

What Does It All Mean? We Must Swing Both Ways

Create the Experience Provide the Context + Container

What Is the Experience? What Does the Brand Do? What Do People Do?

Create the Containers What’s the Context? Where Does This Happen?

In Review Design Inside Out

In Review The Best Index Still Yields a List Semantic = Strong Identifiers, Simpler Experiences Ontology = Good for Growing Structures Ontology != Silver Bullet Design the Heart of the Experience + Page/Context

Thanks, a lot... Please reach out Tim Richards Director, User Experience Razorfish tim@exfoo.com More at: feed.razorfish.com

Credits Photos + Work Slide 4, Tim @ LA UX Party: Jeff Mercado Slide 7, 3 Things: http://www.flickr.com/photos/visbeek/2284023857/ Slide 8, I’ve Got a Bad Feeling About This: http://www.flickr.com/photos/texmetz/2925660924/ Slide 9, Leave The Desk...: http://www.flickr.com/photos/monkfish44/2926711594/ Slide 10, What Is It, Sir?: http://www.flickr.com/photos/monkfish44/3266299770/ Slide 26, PlayBill “One, Two, Three”: http://www.idave.com Slide 41, Ontology Diagram: Rich Keeves Slide 42, Basil Exposition, Austin Powers: http://www.imdb.de/media/rm789813248/ch0002431 Slide 43, First Month! 02: http://www.flickr.com/photos/carpintinha/3016009302/ Slide 44-45, G4 Sketches: Darren Wong

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Experience Design: Why Pages Are The Last Thing You Need To Worry About

by tim richards on Mar 26, 2009

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Experience Design: Why Pages Are The Last Thing You Need To Worry About — Presentation Transcript