ntinuo us           Co                       >CONVERGED MOBILEEXPERIENCESThoughts on the future of Mobile InformationArchi...
he!Guys!at        !to!yo u!by!tBrought Rod Farmer                      Oliver Weidlich Director, Research & Strategy   Dir...
Our discussion today•Update on Mobile IA•The convergence myth•The importance of continuity•Continuous mobile experiences
Mobile IA Update:What’s new in theworld of mobile IA
83% of respondents used their mobilephone for a purpose other than voiceand SMS (texting), compared to 77%             las...
Aust. Mobile Phone Lifestyle Index 2010www.aimia.com.au/ampli
Surfacing ContentFresh content at the top level for quick reference
Surfacing ContentProvide insight into what information is changing
App SwitchingSimpler Approach for easier access to a broader market?
App SwitchingLittle windows of content to switch between
App SwitchingCards of content to switch between, showcases relevant content
Engagement vs ClarityWhat compromises to the clarity of the IA are worth the engagement
New Approaches to Mobile IAWhat compromises to the clarity of the IA are worth the engagement
Mobile ComplexityBigger screen = more rope to hang yourself
Skip the 1st level IA? Gestures can accelerate us through UI
Search as a Faster MethodUse the mobile capabilities to acquire content cues for search
Physical Ways to Change IAThe portable nature of mobile allows other methods of interaction
Information Visualisation  Can we make IA easier through richer UIs
Myth:Mobile convergence
Technology viewBehaviourist viewSocial interaction view                      What is Convergence?                         ...
Examples -Some pitfalls•Technology :: Digital TV/Mobile TV/IPTV•Behaviourist :: Optus Web and Mobile•Social :: Twitter
So I can’t help feeling we’re getting this...The desire for a one-stop design rendered “appropriately” for other devices....
What happened to empathy in design?Most convergence conversations forget about real people, behaviour, needs and context
Forget convergence:      Design for situations, not featuresNot everything fits in the same box. Frame and understand the ...
Mobile interaction is situationalInteraction between people, place and platforms lies at the very heart of mobile
Create meaningful connectionsA sense of belonging, respect, loyalty and place over time and context
Seek value in interactionValue is created at the point where the service is both consumed and produced
Too often we forget about contextOur environment shapes our perception, needs and behaviours
Mobile interaction mostly opportunistic    Handful of minutes, handful of sites, not planned, just-in-time
It’s about the relationships between things.We seek greater meaning in connected, not         converged experiencesConverg...
Socio TechnicalService-OrientedActivity-Centred     UCDIA: From cognitive to social construct
Properties of social systemsNon-linear and non-deterministicInformation flow and interaction cannot be modelled either lin...
Properties of social systemsIncomplete and inaccessible knowledgeActors in the system do not possess complete or accessibl...
Properties of social systemsNon-reductionistIt is impossible to reduce a complex system to it’s constituent parts. New sys...
A Change:The importance ofcontinuity
We fashion our world based on Continuity
Forget “It’s OK to fail” ... we are always wrong              Fallibilism in Information Architecture
Making sense of noise     Biological arguments
Looking at the biggerpicture•Focus on continuity: Flow, Touch points, Journeys•Need to describe the relationships between ...
Date: 3/22/10                                                                                                             ...
A few examplesTask-based emotion mapping
A few examplesProcess-driven customer journeys
A few examplesService/system blueprinting
We tend to overlookthe environment       !"#$%&()*(+,,-.)/"0)%                                                            ...
No discussion ofecosystem or channels
Relationship to mobile?Simply focusing on product IA and mobile UI can’t be what it’s about anymore
Types of:Continuous mobileexperiences
Unified Continuous Experiences            Evernote
Multi-targeted Continuous Experiences               Instapaper
WEB                   APP               PC   SMS                         MWDistributed Continuous Experiences
Our approach:Just the basics
High-level approach: Create a communicable vision• Business requirements workshop• Cross-channel concept workshop (journey...
“Stay connected, safe and in-control  with <service name was here>” Trusted. Transparent. Just-in-time. Reliable. Open. In...
Visioning                                                                                                                 ...
User Story  MappingUser Story Map // Key User and Design GoalsExperience Theme:                                           ...
Concepting
Mobile ExperienceRod Farmer                        Oliver WeidlichDirector, Research and Strategy   Director, Design and I...
Towards continuous experiences
Towards continuous experiences
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Towards continuous experiences

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Mobile Experience presentation at OZIA 2010 on Continuous Experience and mobile trends in IA.

This was a fun, short introductory presentation to the topic. OZIA is an Australian conference where UX peers come together to share their thoughts and experiences on Information Architecture and UX trends.

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Towards continuous experiences

  1. 1. ntinuo us Co >CONVERGED MOBILEEXPERIENCESThoughts on the future of Mobile InformationArchitecture and Interaction Design
  2. 2. he!Guys!at !to!yo u!by!tBrought Rod Farmer Oliver Weidlich Director, Research & Strategy Director, Design & Innovation @rodfarmer @oliverw
  3. 3. Our discussion today•Update on Mobile IA•The convergence myth•The importance of continuity•Continuous mobile experiences
  4. 4. Mobile IA Update:What’s new in theworld of mobile IA
  5. 5. 83% of respondents used their mobilephone for a purpose other than voiceand SMS (texting), compared to 77% last year. Aust. Mobile Phone Lifestyle Index 2010 www.aimia.com.au/ampli
  6. 6. Aust. Mobile Phone Lifestyle Index 2010www.aimia.com.au/ampli
  7. 7. Surfacing ContentFresh content at the top level for quick reference
  8. 8. Surfacing ContentProvide insight into what information is changing
  9. 9. App SwitchingSimpler Approach for easier access to a broader market?
  10. 10. App SwitchingLittle windows of content to switch between
  11. 11. App SwitchingCards of content to switch between, showcases relevant content
  12. 12. Engagement vs ClarityWhat compromises to the clarity of the IA are worth the engagement
  13. 13. New Approaches to Mobile IAWhat compromises to the clarity of the IA are worth the engagement
  14. 14. Mobile ComplexityBigger screen = more rope to hang yourself
  15. 15. Skip the 1st level IA? Gestures can accelerate us through UI
  16. 16. Search as a Faster MethodUse the mobile capabilities to acquire content cues for search
  17. 17. Physical Ways to Change IAThe portable nature of mobile allows other methods of interaction
  18. 18. Information Visualisation Can we make IA easier through richer UIs
  19. 19. Myth:Mobile convergence
  20. 20. Technology viewBehaviourist viewSocial interaction view What is Convergence? Well, there are different perspectives
  21. 21. Examples -Some pitfalls•Technology :: Digital TV/Mobile TV/IPTV•Behaviourist :: Optus Web and Mobile•Social :: Twitter
  22. 22. So I can’t help feeling we’re getting this...The desire for a one-stop design rendered “appropriately” for other devices....
  23. 23. What happened to empathy in design?Most convergence conversations forget about real people, behaviour, needs and context
  24. 24. Forget convergence: Design for situations, not featuresNot everything fits in the same box. Frame and understand the design problem
  25. 25. Mobile interaction is situationalInteraction between people, place and platforms lies at the very heart of mobile
  26. 26. Create meaningful connectionsA sense of belonging, respect, loyalty and place over time and context
  27. 27. Seek value in interactionValue is created at the point where the service is both consumed and produced
  28. 28. Too often we forget about contextOur environment shapes our perception, needs and behaviours
  29. 29. Mobile interaction mostly opportunistic Handful of minutes, handful of sites, not planned, just-in-time
  30. 30. It’s about the relationships between things.We seek greater meaning in connected, not converged experiencesConvergence: Flawed concept or interpretation? A bit of both
  31. 31. Socio TechnicalService-OrientedActivity-Centred UCDIA: From cognitive to social construct
  32. 32. Properties of social systemsNon-linear and non-deterministicInformation flow and interaction cannot be modelled either linearly or discretely. The inputs to thesystem do not necessarily equate to the outputs of the system, and at no time can be certain of allsystems states. Q0 QF linear prob(...) prob(X) Q0 prob(...) prob(...) QF non-linear prob(Y) prob(...)
  33. 33. Properties of social systemsIncomplete and inaccessible knowledgeActors in the system do not possess complete or accessible knowledge of the entire system. Actorshave limited perception of their environment, and hence always model their knowledge based ondirectly observed and assumed (sometimes culturally) behaviour.
  34. 34. Properties of social systemsNon-reductionistIt is impossible to reduce a complex system to it’s constituent parts. New systems qualities(information, structures/rules, behaviours) are created as a result of interaction between layers in thesystems. These qualities are irreducible to specific systems layer qualities. This impliesemergence .... Layer A :: properties {a1, a2, ..., an} e e e e e e Layer B :: properties {b1, b2, ..., bn} Strong emergence e e e e e e Layer C :: properties {c1, c2, ..., cn} weak emergence
  35. 35. A Change:The importance ofcontinuity
  36. 36. We fashion our world based on Continuity
  37. 37. Forget “It’s OK to fail” ... we are always wrong Fallibilism in Information Architecture
  38. 38. Making sense of noise Biological arguments
  39. 39. Looking at the biggerpicture•Focus on continuity: Flow, Touch points, Journeys•Need to describe the relationships between channels, devices and user stories•Need to model the intra AND inter-action experiences•Create different channel ‘lens’ to content structure and hierarchy
  40. 40. Date: 3/22/10 Starbucks Experience Map Eric - Repeat Customer Enriched Experience Purpose: To work/drink coffee Tasty drink Free Wi-Fi Good drink Flavorable Appropriate temperature Aroma Polite People watching Crowd conversation noise Ambience Quick, convenient Sofa chair is comfortable Good byes baseline Greeting Fake Audible Sensations Closing time Worrying Loud Factory line Impersonal Poached Experience Second guessing Blasting air conditioning Loud music Distracting Unwilling to try something new, risk Annoyed about closing time Repeating, not my taste Cold, drafty Feeling rushed Annoyed about where I sat Slightly crowded Back hurts Not large work spaces Not large work spaces Feedback Furniture not ideal for computer work Confusing Lack of personal space Lack of seating Inconsistent Unstructured Lack of outlets Uncomfortable wooden chairs Anticipate Enter Engage Exit ReflectTouchpoints Office Car Walk-In Line Order Pay Sit Drink Work Pack Up Walk Out Car 1.a Discussing 1.c Hoping 2.a Notice 3.a The wait- 4.a The Barista 5.a The barista 6.a Grab my 7.a The cub is 8.a I place my 8.f I enjoy the 9.a The barista 10.a I pack my 11.a I head to with team the to find a close that there are ing line occu- acknowledges tells me the drink and look hot, steaming, drink on the free wireless walks by me things up and my car and local places to parking spot. a couple of pies the main me with a total and I pay for a place to but withstand- table next me and the unlim- and makes an head out the wish that I grab a coffee. people in line. traffic way. smile. with my credit sit. ing in my and place my ited use. The announce- door. could have 1.d Hoping card. He asks hand. bag on the signal strength ment to the stayed longer 1.b Decid- Starbucks is 2.b Notice the 3.b The 4.b I can see me if I want 6.b I need, floor. is adequate. tore that it 10.b The re- to work. I ing to go to not overly narrow, con- menus across the menu bet- my receipt, I most im- 7.b Smells will be closing maining staff know that Starbucks and crowded and fined layout. the counter ter now, but I decline. portantly, an roasty and 8.b I remove 8.g The music shorty -10 pm. tell me to have once I get work on de- will have avail- are hard to feel rushed to outlet and a sweet. my computer is really both- a good night. home, I will be sign reports. able seating. 2.c Enjoy the read while in order a drink. 5.b My inter- workspace. and accesso- ering me. I put 9.b I would like in the wrong aroma of line. action ends 7.c First sip is ries and now my head- to continue mind state 4.c I feel 1.e Consider- roasted coffee with him say- 6.c I notice too hot, but am shifting my phones on and to work. I feel to continue forced to ing alternative and mixed 3.c The line ing thank you. that there are flavorful. I’m coffee to find play my mp3 10pm closing working. make a quick places just in sweet, robust moves slow, He doesn’t use only a few happy with room for all of songs. time is much beverage se- case.. smells. people who my name. locations in the taste and my things on too early, 11.b The cof- lection. I play it just ordered the seating ar- my choice. this little cof- 8.h The bat- especially in a fee was very 2.d The light- safe by having are still in the eas that have fee table. tery use on my college town. good, but I ing is pleasant, what I always 5.c Now I same area. outlets. This is 7.d The computer is a was disap- not overly get. move to the 8.c The table Becomes discouraging. continued concern now. 9.c I stand pointed in the bright and not left of where is too low to crowded. 4.d The baris- sips remain I will begin up and walk environment. too dim. i paid. Once work from ta confirms 6.d Most satisfying. looking for around until I Distracting again I feel there, so I 3.d The order- my selection places are another table find a hidden music, small 2.e The music crowded and place my A few examples ing process and asks my occupied. No to work at. trash can to workspace, seems ethnic, out of place. laptop in my seems too name to write outlets are throw my cup lack of power extended People are lap. My drink slow. Inconsis- on the cup. available. 8.i The air into. outlets. vocals, soft in walking by me. remains on tent structure conditioning style, volume There isn’t a the table, my of service. 4.e He writes 6.e The work- seems inten- too load and designated bag on the down my spaces seem tion. It’s cold but my taste. waiting ,sitting floor. name and small and outside and area. Story-driven customer journey maps some code impractical. cold inside. I 2.f The room Most are just 8.d I’m feel- slip my jacket on the cup 5.d As I stand, climate seems have a small ing crowded. on. and hands it the drinker intentionally round wooden I have no off to another maker shouts cold. table with room to use 8.j I continually barista who finished orders will make it two wooden my wire- finding myself and places less mouse. I when he is chairs. people watch- them on a now use the finished with ing while I drink stand. surface of the other orders. 6.f I find an work. There He screams arm chair as empty reclined are interesting Grande Chai. my mouse cushioned people here, armchair. pad. Not very so I’m not too 5.e Confu- Next to it is a effective. bothered. I sion. Is this my drink? Why small wooden never like feel- table shared 8.e The crowd ing alone. any
  41. 41. A few examplesTask-based emotion mapping
  42. 42. A few examplesProcess-driven customer journeys
  43. 43. A few examplesService/system blueprinting
  44. 44. We tend to overlookthe environment !"#$%&()*(+,,-.)/"0)% 3.#)()*(6&.(74,.0"8 B#>#/.C)%*#) !"#$%&()%*#) 50#,%#)%*#) +#23#$%)%*#) !$.03,%&.$) +%,-#*./"#01 67)8&1&.$ 4,0-#% D0@*&%#@%:0# +#%)E#( ;#0.03,$@#) ?,(.:%)%*#) !$"&@,%.01 +@0##$1 1/0$2()*(3-")4)(-5(6& 9:&/" 9:&/")61#0) !"#$%&( =>,/:,%#) =$>&0.$3#$%) ;0.&/#1 <#")<.:%#1 61,A&/&%( ;0.&/#1 9.#8:(.#$;<-.$2(/&#=(#"2(8-")0"/-/&$%(0>,.-?()*(,.-2/8) !"#$%&"()*+,)#-./012324566572!"#$%%&#&()*+,-.-/02,#89*):;)#<=./2>?/&)(*=@/566ABBB2@/&)(*=@/2=*2@C
  45. 45. No discussion ofecosystem or channels
  46. 46. Relationship to mobile?Simply focusing on product IA and mobile UI can’t be what it’s about anymore
  47. 47. Types of:Continuous mobileexperiences
  48. 48. Unified Continuous Experiences Evernote
  49. 49. Multi-targeted Continuous Experiences Instapaper
  50. 50. WEB APP PC SMS MWDistributed Continuous Experiences
  51. 51. Our approach:Just the basics
  52. 52. High-level approach: Create a communicable vision• Business requirements workshop• Cross-channel concept workshop (journeys, touchpoints)• User Research+Market/Materials Analysis• Experience Theming• User Story Mapping• Storyboarding• Content audit and classification. Map against channel themes and journeys• Concept sketches for primary channels - walkthrough across interfaces
  53. 53. “Stay connected, safe and in-control with <service name was here>” Trusted. Transparent. Just-in-time. Reliable. Open. Integrated Experience Theme and Attributes
  54. 54. Visioning Campaigns for off-deck products Content creation Data revenue Editorialise mobile web Flickr Promote high data usage apps, e.g. Yahoo Contacts Mass personalisation Messaging Traffic view Voice messaging Innovation Promote high-daily usage products Web 2.0 Interactive and responsive Portal Self-care "Not a mobile design" Social networking Updates Personalisation Portal like m.netvibes.com Fast Repeat usage Takes me to my preferred tab/place Friendlier than Telstra Reliability Click to cal Easier to get in contact Consistent footers Mobile Help Ease of navigation Consistent home navigation More support Brand perception FAQ Consistent designs CRM microblog Transparency Australian Idol Tether? Handset tutorials Tennis Event-based products World Cup Visuals Mobile TV UX Quality of design Packs/Bundles Service integration Increase perception of value Create a leading Portal? Great experience Rotation Retail/Point of Sale Fresh Access basic content super easy Just-in-time Penetration Easy to use Straight to most important content Tone of voice Device customisation Onboarding/Welcome messaging approach Content teasers Help accessible on Portal, not website Music download, has tones/ringtone download Cross-promotion Email Content bundles Sharing, Recommending, Endorsing Favourites Apps Vote Sales/Special deals Event-based Usage based Personalise (preferences) Time-based Most relevant content, not everything Just essentials Token-based Content revenue Location recognition Points Loyalty rewards Credit-backs "It knows me" Contracted packs Relevance Most important features up front Subscriptions Device aware Asset icons Pre/Post paid aware Global Roaming/Non-Roaming Clear pricing Product based Adaption Profiling Marcomms
  55. 55. User Story MappingUser Story Map // Key User and Design GoalsExperience Theme: Must have 1Take your (personal) TV with you on the go and never miss your favourite shows. Channel // PC 2 Should have Time to plan and manage. An enhanced and personalised viewing experience.Before // After // Future // Discovery of new and related TV content. An integrated experience (social networking,Jason is out with his mates at the pub on a Thursday night. He remembers Jason is out with his mates at the pub on a Thursday night. He remembers TBD related news, etc.). Recommendations and rating. Nice to have 3that his favourite show is on TV and that he’s going to miss it. He gets home later that his favourite show is on TV and that he’s going to miss it. He pulls out histhat evening and asks his partner about the episode and what happened. mobile phone and accesses his Optus TV & Video app. He goes to his favouritesHe waits another 2 days to be able to watch it on catch-up TV, but then forgets and selects record. He sets a reminder so that he receives an update when the Channel // Mobile Usage based recommendations. Recording. Viewing schedules and receiving 4 Some dayas he’s too busy. show can be watched at home or on his mobile. He sends an SMS to his partner and tells her they can watch it together on the PC when he gets home. notifications. Freeing me up for other things. Watch back. Basic management (delete). Subscription upgrade/downgrade. Authentication.Assumed linear sequence of goalsActivity/Goal: Find what’s on TV Authenticate valid metro user Sign-up/upgrade/cancel for Schedule a recording Play shows that I am recording or have Manage my recordings Set flags for TV shows Recommend TV shows Share with my friends Set and receive notifications the service recordedScenario/Context: Web: Sitting a PC with time to Web: Sitting a PC with access to browse large amounts of TV Optus account information information and promotions iPhone: Unlikely to have access to iPhone: Out and about - need records. Out and aboutUsers: to get to most time critical Web and iPhone Web and iPhone Web and iPhone information asapInfluencers: Quickly see what’s on now. 1- Service address?Authenticate 1-click simplicity. Sufficient click record. What’s available to once. Know Optus credentials. capacity. Value for money. me. Browse by different time Service/Account billing? Ability to experience service increments. Search for specific Promotion of relevant content. before paying (30 day). shows. What’s recommended/ Fresh. Simple. Easy to locate on popular. Show descriptions. OptusPain points: No show descriptions. (iPhone) Don’t know Optus credentials. Simplicity. How do we define Sufficient recording time? large amounts of TV info Billing information. Address a service/account? Billing Max channels to record? (channels/shows). Not VOD. matching. accounts? Costs. Storage. Time management. Unable Schedules may change. Expiry. Subscription period. to record from past. Record Regions and timezones. Overage (paid). Zero rating. repeats? Service guarantee (remittance). T&Cs. Ease of upgrade/downgrade. Clarity on rolling subscription (partUser Stories Find a specific show I want to authenticate with geo- thereof?). purchase some I want to Optus customers I want to record a single I want to start playing a show that I I want to delete specific shows I have I want to set a reminder alert for a I want to see shows that are similar to I want to tell my friends that the TV I want to receive reminders when my location (determine in Sydney) only storage show have just started recording recorded show the ones I have recorded or favourited show is about to start show is about to start What’s on Now/Next I want to remember my I want to see plan details I want to record a I want to play a show that has finished I want to delete all shows I have I want to set a reminder alert for a I want to see shows that others are I want to tell my friends about this app I want to receive reminders when my authentication and credentials recurring show (series - recording recorded series (recurring eps) recording show is about to expire mini-series, etc.) What’s on at a specific time I want to authenticate only once I want to try the service I want to edit a scheduled I want to flag how much I have I want to prioritise which shows get I want to remove reminders (single and I want to receive editorial I want to recommend this show to my I want to receive alerts when I’m about before I buy recording watched so that I can continue recorded recurring) recommendations friends to run out of storage watching the rest on a different device/ What’s on at a specific block I want to confirm my home I want to upgrade to larger I want to remove/delete a time to be able to specify if and when I want I want to see the show description I want to set a show/series as a I want to indicate whether I like a show I want to send a link to my friends so I want to receive reminders when a of time address (account vs actual plan when needed (e..g run scheduled recording a show is removed after I have favourite - so that others receive the they can download this app favourite is about to begin information) out of storage) watched it recommendation What’s on specific day I want to be able to (forcibly) re- I want to be told which plan I want to record a specific I want to specify the streaming quality I want to see which shows I have I want to remove shows/series from I want to hear about important/new I want to send a reminder email to my I want to receive alerts when I’m out of authenticate so I can update my is best based on my usage time period of the video already watched my favourites shows (editorial) friends storage location What’s on a specific channel I want to downgrade when I I want to record a show at I want to pause, stop, rewind, I want to be able to sort/browse my I want the ability to autorecord things I want to rate a TV show I want to comment on a show or series need to different levels of quality fastforward a show saved shows (date, show, watched, in my favourites (short vs long-play // duration, ..) storage) Discover things I’d like (usage I want to cancel when I I want to autorecord I want to watch a video in full screen I want to rate/comment on my I want to share my favourites with my I want to see real-time feed of I want to receive alerts when an based recommendations) need to shows that are in my recording friends comments about a show autorecord has begun Favourites Find out about a show I want to keep my stored I want to record without I want to adjust the volume I want to see when my recording I want to post details about shows (in I want to integrate my comments with I want to receive alerts when my content when I upgrade ads expires my favourites) to Facebook etc. Facebook and Twitter (social recording fails (and why) networks...) Genre based TV Guide I want to be told when I I want to set priorities for I want to see captioning for the show I want to schedule a deletion I want to receive alerts for all critical (discover by type of show) need to purchase a plan what shows can be product outages overwritten or must be kept
  56. 56. Concepting
  57. 57. Mobile ExperienceRod Farmer Oliver WeidlichDirector, Research and Strategy Director, Design and InnovationE: rodf@mobileexperience.com.au E: oliverw@mobileexperience.com.auT: @rodfarmer T: @oliverw

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