Ubiquitous Information Architecture - OZ IA 2010
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  • But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
  • Door picture
  • Ritz carlton
  • Ritz carlton
  • Ritz carlton
  • Picture of me
  • Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
  • Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.

Ubiquitous Information Architecture - OZ IA 2010 Presentation Transcript

  • 1. Ubiquitous Information ArchitectureDesigning for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
  • 2. meUX & IA related work for places like Amazon, MicrosoftREI – Recreational Equipment, Inc. US Outdoor co-opCreate and lead IA, UX, IxD teamsMasters of Library & Information ScienceTeach at University of Washington
  • 3. first timehttp://www.flickr.com/photos/dirpics/464458290/
  • 4. stuff I’ve beenthinking about…
  • 5. Me. lonely
  • 6. not any more
  • 7. Holistic Ubiquitous Information ArchitectureDesigning for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
  • 8. information is goingeverywhere, bleeding out of we thought was cyberspace and back into the real world... Andrea Resmini, Luca Rosati http://pervasiveia.com/
  • 9. a story… http://www.flickr.com/photos/sugarpond/3016905349
  • 10. Huh. An electronic Visa.Well, that’s pretty cool.
  • 11. except that I can’t check in online
  • 12. even though I bought mytickets (and my Visa) online
  • 13. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  • 14. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  • 15. http://www.flickr.com/photos/bryansblog/411455656
  • 16. “This won’t work”
  • 17. Censored!but, it has official stuff and numbers and …
  • 18. “I’m a human, not a machine”
  • 19. where’s your itinerary?
  • 20. thank god I’m old school
  • 21. what about my visa?
  • 22. no ideahttp://www.flickr.com/photos/slworking/4169134307
  • 23. “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”
  • 24. 10 minutes of this,still couldn’t find it
  • 25. lesson? http://www.flickr.com/photos/pjern/2150873799
  • 26. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
  • 27. don’t design for just a website
  • 28. an app
  • 29. or a physicalenvironment http://www.flickr.com/photos/24218656@N03/4589621372/
  • 30. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939 /
  • 31. why?
  • 32. 70% of US online consumers research products online andpurchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  • 33. 65% of visitors to an online search engine were looking for furtherinformation in relation to a product or service they saw in a television commercial or in a newspaper advertisement. Pubblicita offline e ricerche nei motori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
  • 34. digital and physical are colliding
  • 35. technology is everywhere
  • 36. internet of things http://endtimesworldnews.punt.nl/upload/internet_of_thing
  • 37. but
  • 38. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  • 39. don’t design fortechnology, design for the holistic experience
  • 40. how?
  • 41. information architecture is the foundation http://www.flickr.com/photos/saroy/34554645
  • 42. information, not technology, is the foundation for closing the gap between experiences
  • 43. across channels
  • 44. across channelsacross platforms
  • 45. http://www.flickr.com/photos/joshb/103547740http://www.flickr.com/photos/phrenzee/1447530226http://www.flickr.com/photos/kimbach/538233744http://www.flickr.com/photos/brownpau/2788253333/http://www.flickr.com/photos/stigster/3761714132/
  • 46. across channels across platformsacross digital & physical
  • 47. …predictable pathways of information are changing: thephysical world itself is becoming a type of information system. http://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  • 48. recently, I had high hopes…
  • 49. LAX terminal 3 = pits of hell http://www.flickr.com/photos/alist/2584773454
  • 50. goHow http://itunes.apple.com/us/app/gohow-airport
  • 51. http://itunes.apple.com/us/app/gohow-airport
  • 52. information ties theexperience together http://www.flickr.com/photos/__olga__/4749585423/
  • 53. 15%+ weekend traffic via phone app http://www.flickr.com/photos/dalydaly/10813808
  • 54. there is an enormous demandright now to have information on the go…people are living their lives on the move, and that is increasingly how they want their real estate information. Amy Bohutinsky, VP of Marketing for Zillow
  • 55. “holistic storytellingexperience across channels
  • 56. reporters now write fordigital first => extensibility
  • 57. contentcentric, platform agnostic
  • 58. NYT brand now contentprovider, not a newspaper
  • 59. think aboutconsistency
  • 60. shh…I’m going to show you…
  • 61. Organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
  • 62. Website
  • 63. Email
  • 64. Catalog
  • 65. Ad Campaigns
  • 66. In-Store Signage
  • 67. Packaging
  • 68. Product Information Guides
  • 69. all the same product not the same information not the same experience
  • 70. its not about the channel, it’s about what information isneeded to provide the holistic experience
  • 71. I’m the same customer in every interaction
  • 72. think about the journey
  • 73. Think about on ramps and off ramps
  • 74. event on website
  • 75. local event board
  • 76. signage in washroom stall
  • 77. the design of a physical space can andshould take advantage of information architecture (IA) deliverables, in particular when designing an integrated model of IA. Apple, Ikea and their integrated Information Architecture Davide Potente & Erika Salvini – University for Foreigners of Perugia, Italy
  • 78. information is the bridge http://www.flickr.com/photos/the-o/330134132
  • 79. information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences Peter Morville
  • 80. Signage with Visual Merchandising
  • 81. What is my journey?
  • 82. Holistic experiences require holistic information architecture. Acrosschannels, platforms, devices and touchpoints.
  • 83. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
  • 84. Thank you sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148