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Designing Exploding Websites (Euro IA 2009)
 

Designing Exploding Websites (Euro IA 2009)

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More and more, online information is scattered over multiple online channels and websites. ...

More and more, online information is scattered over multiple online channels and websites.
At Info.nl, we have translated this development into our model of the Exploding Website. The model describes what strategic steps you need to take to define the right part of the service in the right context. We also redefined our methodology for user experience design based on the vision of the Exploding Website.

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    Designing Exploding Websites (Euro IA 2009) Designing Exploding Websites (Euro IA 2009) Presentation Transcript

    • Designingfor the ScatteredStructures of Exploding Websites
      Iskander SmitPeter Boersma
      Euro IA 2009 - Copenhagen
      info.nl
      FULL SERVICE INTERNET AGENCY
    • A short history ofExploding Websites
    • Model of Virtual Warmth
      an online dialogue on the road to result
      The contextinfluences the route
      A product taillored
      (Pro-active) support
      The whole is a rich experience
    • we live in a scattered environment
    • social exhibitionisme
      a custom digital life
      our behavior is changed
      pull back in our own social world
      a continuous conversation
      continuous partial attention
    • the context models our world
    • attention
      use
      apply
      orientation
      inside
      website
      outside
      website
      Looking for the touchpoints
    • use
      apply
      orientation
      attention
      inside
      website
      outside
      website
      Looking for the touchpoints
    • “In the future websites will offer moveable services, which can be placed on everywhere the customer wishes.” Steve Rubel
    • model exploding website
    • mobile site
      exploding function
    • we live with our heads in the cloud
    • Tim O’Reilly
      Devices will all have sensors.
      In the end it is about the services you create using these sensors.
    • create a system
    • manage the ecosystem
      attract
      engage
      convert
      retain
    • StrategiesforExploding Websites
    • new strategies
      David Armano, 2008
    • brand promise
      1
      customer experience
      match
      exploding strategy
    • 1
      match
      exploding strategy
      2
      engage
      value
      benefits
      offer
      product
      promise
    • 1
      match
      exploding strategy
      2
      engage
      3
      connect
      context
      scenarios
      devices
      touchpoints
    • 1
      match
      exploding strategy
      2
      engage
      4
      script
      3
      connect
      programme
      plan
      architecture
    • 1
      match
      exploding strategy
      5
      measure
      2
      targets
      engage
      kpi
      4
      script
      3
      metrics
      connect
    • partners
      6
      employees
      1
      orchestrate
      match
      organisation
      exploding strategy
      5
      measure
      2
      engage
      4
      script
      3
      connect
    • improve
      continuous
      development
      learn
      7
      spread
      6
      1
      orchestrate
      match
      exploding strategy
      5
      measure
      2
      engage
      4
      script
      3
      connect
    • exploding elements
      affiliate contracts
      improve
      continuous
      development
      idealab
      organisation mapping
      learn
      customer palette
      function profiles
      7
      spread
      brand promise
      partners
      6
      employees
      1
      customer experience
      orchestrate
      match
      organisation
      exploding strategy
      5
      measure
      stakeholder radar
      2
      engage
      targets
      value
      product promise proposition
      kpi
      benefits
      dashboard
      4
      metrics
      script
      offer
      3
      reports
      product
      promise
      connect
      programme
      context
      plan
      scenarios
      devices
      hotspot
      audit
      programme plan
      architecture
      touchpoints
      interactive tubemap
      exploding architecture
    • DesigningExploding Websites
    • DesigningExploding Websites
      Design Process (drafts)
      What’s Different?
      Tools
    • Design ProcessforExploding Websites
    • Draft 1: Wabi-sabi
    • Wabi-sabi
      “wabi”: limitations in design and unpredictable or changing usage conditions“sabi”: imperfect reliability or limited mortality (comparable to rust)
    • Wabi-sabifordesigningExploding Websites
    • Draft 2: Rugby ball
    • Draft 3: Concept Map
    • (ahem)
    • Model users
      Select valuablebehaviour to support
    • Specifyoutcomesthat match users’ goals
      Writescenarios and scripts,and direct yourscenes
    • Design adaptivecomponents
    • Profiles
      Contexts
      Touchpoints
    • What’s different?
    • Multiple Touchpoints
      Know the users’ attitude towards touchpoints perform user research into behaviour and expectations
      The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences
      You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer
    • Multiple Contexts-of-Use
      Consider user flow, attention, and social context design variants in interaction style andtone-of-voice
      Some touchpoints allow for the inclusion of social features define the effects on the social context
    • Context-rich Profiles
      Each context-of-use calls for additional attributes to be added to the visitor's profile track which touchpoints have been used when, for which functionality, and how
      Knowledgeaboutusersallowsyour designs to adapt create interfaces thatadapttheirbehaviourbasedon data from user profiles
    • ToolsfordesigningExploding Websites
    • Context-rich Profiles
      Multiple Contexts-of-Use
      Multiple Touchpoints
    • Web Analytics to quantify current user behaviour and discover opportunities for improvement
    • Analysis of a funnel
       To hire XX people, we need Ytimes more registrants for the game (assuming we increase registration-to-play rate to 75%)
      xxxxx
      xxxxx
      xxxx
      75%
      xx
      xxxx
      xx
      x
      66,7%
      0,09%
      25%
      x
      register for game
      play game
      finish game
      hire
    • Create swimlanes (from workflow and service design practice) to document potential flows through multiple touchpoints
    • For quick ideas about vocabulary and attitudes, use Wordle (http://wordle.net)on user interview transcripts
    • Whenlookingforcorporateinformation
      Whencompetingwithothers
      Whenconsideringjoining a company
    • Create concept maps and scenariosto explore all relationships between the objects that users encounter
    • Multiple-touchpointscenarios
      After a visitbySales, the clientreceivesanemail with a confirmation (1), asking her to visit the portal to complete her contact data (2-4). Shealsochecks her order and downloads a copy of the invoice (6-7).
      Ed dignissimfelis non orcilaoreet sit ametullamcorperligulapulvinar.
      Nullafringillaeuismoderos, rutrumfacilisis nisi consequat.
      Nam sednequevelpurusgravidapellentesqueutsedurna.
      Maecenas nisi massa, fringillased tempus ac, suscipit at nibh.
    • Scenario 1: First login
      1
      4
      2
      5
      3
      desktopwidget
      6
      7
      Email fromSalestriggersfirstvisit
      Clientcreates new password uponfirst login.
      Onfirstvisit, client is asked to confirmclient data.
      Then taken to homepage. Likely to check order.
      Overview of order confirmationswithoption to download.
      Touchpoint selection(1=email, 2-7 = web, rest=widget)
    • Specify interactive components that employ adaptive interfaces
    • Create personas based on motivation, (not market segments) and remember different contexts trigger different behaviours
    • reuse an existing profile on a social network site(e.g. Ning, Facebook Connect)
      base profile on explicitly stated interests(e.g. for e-commerce sites)
      use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering)
      collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX»)
      enrich profiles with data from profiles of friends(e.g. Hyves, Facebook)
    • Cases withExploding Websites
    • Case 1: Association of Public Libraries
      The Dutch Association of Public Libraries (VOB)
      • centrally controlled organization
      • with strong independent units
      • responsible for the quality of (online) service
    • Case 1: Association of Public Libraries
      central, local and personalized portals, socialnetworks
      informational, functional, personal, community
      wide range of personas, personalized portals, metricsonwidgetusage
    • Case 1: Association of Public Libraries
      Strategy
      • bottom-up cooperation
      • development of component-based tools
      • (not a top-down CMS and styleguide)
    • Case 1: Association of Public Libraries
      Design
      • personas based on behaviour patterns and touchpoint selections (not demographics)
      • sketches and storyboards(allowed for informal co-operation with the client teams)
      • rule-based designs for components(not just entire screens)
      • a high level design of a central site and local sites(all composed of widgets and modules)
    • Case 1: Association of Public Libraries
      Results
      • designs for a library of widgets
      • on users’ personalized portals
      • on users’ social network sites
      • widgets have social elements
      • firstlibrary went live Thursday!
      collection of widgets
      series of widgets
    • LessonsLearned
    • Lessonslearned: Strategy
      Strategy
      Developing an exploding strategy is a great way to transform the service into an effective service in new contexts
      Affiliations with partners are a logical step in an exploding strategy but not the easiest direction to take (or even envision) for a company
      You want to build beta versions of all the elements in the exploding website's ecosystem: do not release touchpoints individually (as client will try to make you do).
    • Lessonslearned: Design
      Design
      A collaborative design method employing sketching and storyboards, combined with script-based deliverables seems to be the best way to develop a exploding system
      You need to switch from designing fixed structures and their interactive interfaces and start to design fragmented, impulse-driven experiences for multiple touchpoints
    • Model users
      Specifyoutcomesthat match users’ goals
      Profiles
      Design adaptivecomponents
      Contexts
      Select valuablebehaviour to support
      Writescenarios and scripts,and direct yourscenes
      Touchpoints
    • LessonsLearned
      Multiple Touchpoints
      Multiple Contexts-of-Use
      Context-rich Profiles
    • Thankyou!
      iskander@info.nlpeterbo@info.nl
      info.nl
      FULL SERVICE INTERNET AGENCY