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Don’t Become a Digital            DinosaurDesign for the Space Between                   Web 2.0 2011                  @sa...
me UX & IA related work for places like Amazon, Microsoft                     REI – Recreational Equipment, Inc.          ...
first time at brick &              mortar     http://www.flickr.com/photos/dirpics/464458290/
Waitress picture         10 years inrestaurant business
a story…           http://www.flickr.com/photos/sugarpond/3016905349
Australianconference
Sydney pictureimagined myself in          Sydney
but I’m aprocrastinator
oh crap
huh. an electronic Visa.well, that’s pretty cool.
except I can’tcheck in online
even though I bought my   tickets and Visa online
damn, have to talk to a               person               http://www.flickr.com/photos/mkooiman/787191703
waited in long check-in                   line               http://www.flickr.com/photos/jopoe/4569447498
http://www.flickr.com/photos/bryansblog/411455656
Flight agent picture                       http://www.flickr.com/photos/dykstranet/211106615
“this won’t  work”
Censored!but, it has official stuff  and numbers and …
“i’m a human,not a machine”
Flight agent picture                       http://www.flickr.com/photos/dykstranet/211106615
“what’s your itinerary?”
thank god I’m old           school
what about my    visa?
Sleeping at Airport                      http://www.flickr.com/photos/feline_dacat/3197429380
“i have no idea”
Flight agent picture                       http://www.flickr.com/photos/dykstranet/211106615
http://www.flickr.com/photos/slworking/4169134307
“Change screens, Pillow Pillow”               “Where’s the Pillow?”“Didn’t they cover that in training?”              “Bac...
lesson? http://www.flickr.com/photos/pjern/2150873799
Holisticexperience
http://www.flickr.com/photos/raftwetjewell/3121396468
our lives cross physical and         digital
our lives cross      channels
we must design for      the holistic      experience
don’t design for just website
…app
…or physical environment               http://www.flickr.com/photos/24218656@N03/4589621372/
digital and physical        are colliding
70% of US onlineconsumers researchproducts online and    purchase them             offline    Forrester, Profiling The Mul...
53% of mobile searches on Binghave a local intent                                                                   Greg S...
technology is everywhere
‘integrated      experiences               are       few and far         between’                         Alexandra Descha...
customersdon’t think     about  channels
http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
customers  don’t thinkabout design  disciplines
http://www.kickerstudio.com/blog/images/ux.jpg                        http://www.jjg.net/elements/pdf/elements.pdf        ...
customersdo think aboutyour company
across time,touchpoints         andexperiences
however we want         to shop
whenever we see     your brand       http://www.flickr.com/photos/cdevers/3388665920
outsidehttp://www.flickr.com/photos/cafemama/542656019
insidehttp://www.flickr.com/photos/penmachine/2971108982
packaging http://www.flickr.com/photos/streamishmc/2391505902
signshttp://www.flickr.com/photos/andrewbain/2510253694
employees  http://www.flickr.com/photos/7577938@N02/4897443265
things outside our           control         http://www.flickr.com/photos/jaxphotography/267129315
design cross channel         experiences
design for multiple        interaction      touchpoints
design for the space                betweeninteractions, interfaces,           and channels
design for theholistic experience
“fill in theactivity gaps    to create           great  continuousexperiences”
http://www.uie.com/articles/gap_between_activities/
http://www.uie.com/articles/gap_between_activities/   http://www.uie.com/articles/gap_between_activities/
between channels
between channelsbetween platforms
between channels    between platformsacross digital & physical
tie the experience          together         http://www.flickr.com/photos/__olga__/4749585423/
5 principles 5 methods     5 tools
5 principles1.   convenient2.   connected3.   consistent4.   contextual5. (a) cross time
convenient
Walgreen on iPad
http://www.flickr.com/photos/jsrcyclist/3181389420    http://www.flickr.com/photos/zachklein/3964249
Walgreen’s drive in                      http://www.flickr.com/photos/ambernectar/4042608385
consistent
SF Nordstrom
Nordstrom Brass Plum
Nordstrom Savvy
Nordstrom Encore
connected
consider the experience           of transitions               http://www.flickr.com/photos/mcdemoura/2209204939
Multiple Waiters
Netflix
contextual
15% bump inweekend traffic        http://www.flickr.com/photos/dalydaly/10813808
Trying on tentresearch online, try           in store                      http://www.flickr.com/photos/hollabackpack/1848...
think about on ramps and                off ramps
(a)cross time
http://www.flickr.com/photos/mcmortygreen/3176998867
http://www.flickr.com/photos/yourdon/2594767344
http://www.flickr.com/photos/sa_ku_ra/13009153
5 methods1.   think in terms of services2.   share the sandbox3.   start walking4.   comfort in discomfort5.   why vs. what
1. Think in terms of services   think in terms of services             Waitress
Fluevog on iPad
From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011...
http://www.flickr.com/photos/trufflepig/4370405501
Incremental Sale
2. share the sandbox                  http://www.flickr.com/photos/erikwdavis/2687670846
UX Mag      let people in.let people design.   let people play.
3. start walking                   http://www.flickr.com/photos/jonathanbeard/3038114579/
4. comfort in discomfort
you don’t haveto be an expert
eek – I don’t know anything         about store design!             http://www.twobackpackers.com/wp-content/uploads/2009/...
“an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf  labels and categories to use...
5. why vs. what                  http://www.flickr.com/photos/segozyme/3105128025/
buying a tent
for backyard?      http://www.flickr.com/photos/jcast911/4037694806
or backcountry        snow?        http://www.flickr.com/photos/reway2007/427303733
5 tools1. document2. experience map3. get behind the scenes4. tell a story5. cross train
1. document              http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
http://www.flickr.com/photos/frerieke/3882000183
2. experience map                    http://www.flickr.com/photos/dimitratzanos/4615310997
think about thecustomer’s whole     journey
3. get behind the scenes                 http://www.flickr.com/photos/honorapearls/4155009907/
http://www.flickr.com/photos/vitorcastillo/2994723741
http://www.flickr.com/photos/mattwright/1787856/
http://www.flickr.com/photos/oldonliner/3484504583/
4. tell a story                  http://www.flickr.com/photos/sugarpond/3016905349
Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jac...
Monday… I want to go backpacking this weekend!
Time to plan…
I want to go somewhere beautiful…
5. cross train                 http://www.flickr.com/photos/zackojones/4191554608/
Success
Don’t be a   digital dinosaur
don’t design for thescreen, design for the holistic experience
don’t design for thetechnology, design for the     holistic experience
don’t design for thechannel, design for the  holistic experience
design for the space         between…        http://www.flickr.com/photos/mrxception/4999592715
5 principles                          5 methods1.   convenient                     1.   think in terms of services2.   con...
Workshops The Future of WebDesign Isn’t Just the                               Beyond Digital:    Web: Design for         ...
Questions??              http://www.flickr.com/photos/druclimb/3277540656/
Thank yousstarme@rei.com@samanthastarmerhttp://uxmag.com/strategy/dont-become-a-digital-dinosaur
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
Don't a Digital Dinosaur - Web 2.0 2011
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Don't a Digital Dinosaur - Web 2.0 2011

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  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Waitress picture
  • Door picture
  • Ritz carlton
  • Ritz carlton
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
  • Buying a tentWhy?
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  • Transcript of "Don't a Digital Dinosaur - Web 2.0 2011"

    1. 1. Don’t Become a Digital DinosaurDesign for the Space Between Web 2.0 2011 @samanthastarmer
    2. 2. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington
    3. 3. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
    4. 4. Waitress picture 10 years inrestaurant business
    5. 5. a story… http://www.flickr.com/photos/sugarpond/3016905349
    6. 6. Australianconference
    7. 7. Sydney pictureimagined myself in Sydney
    8. 8. but I’m aprocrastinator
    9. 9. oh crap
    10. 10. huh. an electronic Visa.well, that’s pretty cool.
    11. 11. except I can’tcheck in online
    12. 12. even though I bought my tickets and Visa online
    13. 13. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
    14. 14. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
    15. 15. http://www.flickr.com/photos/bryansblog/411455656
    16. 16. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    17. 17. “this won’t work”
    18. 18. Censored!but, it has official stuff and numbers and …
    19. 19. “i’m a human,not a machine”
    20. 20. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    21. 21. “what’s your itinerary?”
    22. 22. thank god I’m old school
    23. 23. what about my visa?
    24. 24. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
    25. 25. “i have no idea”
    26. 26. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
    27. 27. http://www.flickr.com/photos/slworking/4169134307
    28. 28. “Change screens, Pillow Pillow” “Where’s the Pillow?”“Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
    29. 29. lesson? http://www.flickr.com/photos/pjern/2150873799
    30. 30. Holisticexperience
    31. 31. http://www.flickr.com/photos/raftwetjewell/3121396468
    32. 32. our lives cross physical and digital
    33. 33. our lives cross channels
    34. 34. we must design for the holistic experience
    35. 35. don’t design for just website
    36. 36. …app
    37. 37. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
    38. 38. digital and physical are colliding
    39. 39. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    40. 40. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
    41. 41. technology is everywhere
    42. 42. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    43. 43. customersdon’t think about channels
    44. 44. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
    45. 45. customers don’t thinkabout design disciplines
    46. 46. http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
    47. 47. customersdo think aboutyour company
    48. 48. across time,touchpoints andexperiences
    49. 49. however we want to shop
    50. 50. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
    51. 51. outsidehttp://www.flickr.com/photos/cafemama/542656019
    52. 52. insidehttp://www.flickr.com/photos/penmachine/2971108982
    53. 53. packaging http://www.flickr.com/photos/streamishmc/2391505902
    54. 54. signshttp://www.flickr.com/photos/andrewbain/2510253694
    55. 55. employees http://www.flickr.com/photos/7577938@N02/4897443265
    56. 56. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
    57. 57. design cross channel experiences
    58. 58. design for multiple interaction touchpoints
    59. 59. design for the space betweeninteractions, interfaces, and channels
    60. 60. design for theholistic experience
    61. 61. “fill in theactivity gaps to create great continuousexperiences”
    62. 62. http://www.uie.com/articles/gap_between_activities/
    63. 63. http://www.uie.com/articles/gap_between_activities/ http://www.uie.com/articles/gap_between_activities/
    64. 64. between channels
    65. 65. between channelsbetween platforms
    66. 66. between channels between platformsacross digital & physical
    67. 67. tie the experience together http://www.flickr.com/photos/__olga__/4749585423/
    68. 68. 5 principles 5 methods 5 tools
    69. 69. 5 principles1. convenient2. connected3. consistent4. contextual5. (a) cross time
    70. 70. convenient
    71. 71. Walgreen on iPad
    72. 72. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
    73. 73. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
    74. 74. consistent
    75. 75. SF Nordstrom
    76. 76. Nordstrom Brass Plum
    77. 77. Nordstrom Savvy
    78. 78. Nordstrom Encore
    79. 79. connected
    80. 80. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
    81. 81. Multiple Waiters
    82. 82. Netflix
    83. 83. contextual
    84. 84. 15% bump inweekend traffic http://www.flickr.com/photos/dalydaly/10813808
    85. 85. Trying on tentresearch online, try in store http://www.flickr.com/photos/hollabackpack/184849492
    86. 86. think about on ramps and off ramps
    87. 87. (a)cross time
    88. 88. http://www.flickr.com/photos/mcmortygreen/3176998867
    89. 89. http://www.flickr.com/photos/yourdon/2594767344
    90. 90. http://www.flickr.com/photos/sa_ku_ra/13009153
    91. 91. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
    92. 92. 1. Think in terms of services think in terms of services Waitress
    93. 93. Fluevog on iPad
    94. 94. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pickthem up this weekend and save on shipping let us know otherwise they will ship outMonday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle"There are two kinds of people: those who shy away from attention, and those who wearFluevogs." - JF
    95. 95. http://www.flickr.com/photos/trufflepig/4370405501
    96. 96. Incremental Sale
    97. 97. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
    98. 98. UX Mag let people in.let people design. let people play.
    99. 99. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
    100. 100. 4. comfort in discomfort
    101. 101. you don’t haveto be an expert
    102. 102. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
    103. 103. “an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.This is a great win for us”
    104. 104. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
    105. 105. buying a tent
    106. 106. for backyard? http://www.flickr.com/photos/jcast911/4037694806
    107. 107. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
    108. 108. 5 tools1. document2. experience map3. get behind the scenes4. tell a story5. cross train
    109. 109. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
    110. 110. http://www.flickr.com/photos/frerieke/3882000183
    111. 111. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997
    112. 112. think about thecustomer’s whole journey
    113. 113. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
    114. 114. http://www.flickr.com/photos/vitorcastillo/2994723741
    115. 115. http://www.flickr.com/photos/mattwright/1787856/
    116. 116. http://www.flickr.com/photos/oldonliner/3484504583/
    117. 117. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
    118. 118. Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
    119. 119. Monday… I want to go backpacking this weekend!
    120. 120. Time to plan…
    121. 121. I want to go somewhere beautiful…
    122. 122. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
    123. 123. Success
    124. 124. Don’t be a digital dinosaur
    125. 125. don’t design for thescreen, design for the holistic experience
    126. 126. don’t design for thetechnology, design for the holistic experience
    127. 127. don’t design for thechannel, design for the holistic experience
    128. 128. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
    129. 129. 5 principles 5 methods1. convenient 1. think in terms of services2. connected 2. share the sandbox3. consistent 3. start walking4. contextual 4. comfort in discomfort5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
    130. 130. Workshops The Future of WebDesign Isn’t Just the Beyond Digital: Web: Design for Designing for the Cross-Channel Cross-Channel Experiences Wednesday, May 25th Future Portland, OR With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/5229733647
    131. 131. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
    132. 132. Thank yousstarme@rei.com@samanthastarmerhttp://uxmag.com/strategy/dont-become-a-digital-dinosaur
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