Designing Exploding Websites (Euro IA 2009)

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

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).
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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

central, local and personalized portals, socialnetworks
informational, functional, personal, community
wide range of personas, personalized portals, metricsonwidgetusage

Strategy
bottom-up cooperation
development of component-based tools
(not a top-down CMS and styleguide)

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)

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

Thankyou!
iskander@info.nlpeterbo@info.nl
info.nl
FULL SERVICE INTERNET AGENCY

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Designing Exploding Websites (Euro IA 2009)

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