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

    1. 1. Ubiquitous Information ArchitectureDesigning for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
    2. 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. 3. first timehttp://www.flickr.com/photos/dirpics/464458290/
    4. 4. stuff I’ve beenthinking about…
    5. 5. Me. lonely
    6. 6. not any more
    7. 7. Holistic Ubiquitous Information ArchitectureDesigning for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
    8. 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. 9. a story… http://www.flickr.com/photos/sugarpond/3016905349
    10. 10. Huh. An electronic Visa.Well, that’s pretty cool.
    11. 11. except that I can’t check in online
    12. 12. even though I bought mytickets (and my 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. “This won’t work”
    17. 17. Censored!but, it has official stuff and numbers and …
    18. 18. “I’m a human, not a machine”
    19. 19. where’s your itinerary?
    20. 20. thank god I’m old school
    21. 21. what about my visa?
    22. 22. no ideahttp://www.flickr.com/photos/slworking/4169134307
    23. 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. 24. 10 minutes of this,still couldn’t find it
    25. 25. lesson? http://www.flickr.com/photos/pjern/2150873799
    26. 26. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
    27. 27. don’t design for just a website
    28. 28. an app
    29. 29. or a physicalenvironment http://www.flickr.com/photos/24218656@N03/4589621372/
    30. 30. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939 /
    31. 31. why?
    32. 32. 70% of US online consumers research products online andpurchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
    33. 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. 34. digital and physical are colliding
    35. 35. technology is everywhere
    36. 36. internet of things http://endtimesworldnews.punt.nl/upload/internet_of_thing
    37. 37. but
    38. 38. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    39. 39. don’t design fortechnology, design for the holistic experience
    40. 40. how?
    41. 41. information architecture is the foundation http://www.flickr.com/photos/saroy/34554645
    42. 42. information, not technology, is the foundation for closing the gap between experiences
    43. 43. across channels
    44. 44. across channelsacross platforms
    45. 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. 46. across channels across platformsacross digital & physical
    47. 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. 48. recently, I had high hopes…
    49. 49. LAX terminal 3 = pits of hell http://www.flickr.com/photos/alist/2584773454
    50. 50. goHow http://itunes.apple.com/us/app/gohow-airport
    51. 51. http://itunes.apple.com/us/app/gohow-airport
    52. 52. information ties theexperience together http://www.flickr.com/photos/__olga__/4749585423/
    53. 53. 15%+ weekend traffic via phone app http://www.flickr.com/photos/dalydaly/10813808
    54. 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. 55. “holistic storytellingexperience across channels
    56. 56. reporters now write fordigital first => extensibility
    57. 57. contentcentric, platform agnostic
    58. 58. NYT brand now contentprovider, not a newspaper
    59. 59. think aboutconsistency
    60. 60. shh…I’m going to show you…
    61. 61. Organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
    62. 62. Website
    63. 63. Email
    64. 64. Catalog
    65. 65. Ad Campaigns
    66. 66. In-Store Signage
    67. 67. Packaging
    68. 68. Product Information Guides
    69. 69. all the same product not the same information not the same experience
    70. 70. its not about the channel, it’s about what information isneeded to provide the holistic experience
    71. 71. I’m the same customer in every interaction
    72. 72. think about the journey
    73. 73. Think about on ramps and off ramps
    74. 74. event on website
    75. 75. local event board
    76. 76. signage in washroom stall
    77. 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. 78. information is the bridge http://www.flickr.com/photos/the-o/330134132
    79. 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. 80. Signage with Visual Merchandising
    81. 81. What is my journey?
    82. 82. Holistic experiences require holistic information architecture. Acrosschannels, platforms, devices and touchpoints.
    83. 83. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
    84. 84. Thank you sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148

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