Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary
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Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary

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Infocamp 2010 Plenary - Seattle

Infocamp 2010 Plenary - Seattle

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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.
  • But I had just arrived
  • But I had just arrived
  • I later learned that the Parker Hotel has a ‘no sign’ policy.
  • They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
  • Door picture
  • I later learned that the Parker Hotel has a ‘no sign’ policy.
  • I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
  • But the mobile app will only let me check flight status. Arrgh.
  • Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
  • And the flight number that I just confirmed IS NOT RECOGNIZED.
  • WAAAAAH. I can’t check in online. I can’t change my seat.
  • Ritz carlton
  • BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
  • BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
  • Door picture
  • Ritz carlton
  • Ritz carlton
  • Ritz carlton
  • Ritz carlton
  • They hear about you from print advertising
  • From all sorts of physical messaging
  • 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.
  • Door picture
  • There are a lot of tools to help you design for a holistic customer experience.
  • And a lot of related disciplines.
  • Ritz carlton

Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary Presentation Transcript

  • 1. Don’t Become a Digital Dinosaur
    Design for the Space Between
    @samanthastarmer
  • 2. me
    UX & IA related work for places like Amazon, Microsoft
    REI – Create and lead IA, UX, IxDteams (after about 5 other titles)
    Teach at University of Washington
  • 3. Un-speaker?
  • 4. Me. lonely
  • 5.
  • 6. a story…
    http://www.flickr.com/photos/seandreilinger/2959785536/
  • 7.
  • 8. Palm Springs!
  • 9. resort hotel!!
  • 10. I am lucky
  • 11. verdant
  • 12. lush
  • 13. foliage…lots of foliage
  • 14. like The Secret Garden!
  • 15. but…
  • 16. I was tired
  • 17. I needed an adult beverage
    $80 wine!!!
  • 18. but I’m cheap…
  • 19. …and car-less
  • 20. I have to get out of a 13 acre resort
  • 21. so, with a crappy map
  • 22. and a tip,
  • 23. I finally find my way out
  • 24. and escape to the real world
  • 25. but now it is dark
  • 26. and the lovely, secret foliage
  • 27. with all of the nooks and crannies
  • 28. that I got lost in during daylight
  • 29. Is kinda scary
  • 30. finally, thank god
  • 31. now I really need a drink
  • 32. At least for walking, exploring or doing anything not related to sitting by a pool and drinking
  • 33. no sign policy
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40. except…
  • 41.
  • 42. experience only works if you stay within the Parker
  • 43. a few days later…
  • 44. leaving lovely hotel room
  • 45. not the dreaded middle seat!
    http://www.flickr.com/photos/caribb/85819514/
  • 46. getting flight # via email
  • 47. check in via mobile app
  • 48. I don’t want flight status!
  • 49. okay, trying another way
  • 50. flight not recognized
  • 51. http://www.flickr.com/photos/mindaugasdanys/3766009204
  • 52. Fine.
    Old school check in.
  • 53.
  • 54. experience only works if you stay within channel
  • 55. lesson?
    http://www.flickr.com/photos/pjern/2150873799
  • 56. design for the space between…
    http://www.flickr.com/photos/mrxception/4999592715
  • 57. don’t design for just a website
  • 58. an app
  • 59. or a physical environment
  • 60. Even if you think you only work on your website
  • 61. we have no control
  • 62. over how people hear about us
  • 63. or get to us
  • 64. the experience of transitions
  • 65. 70% of US online consumers research products online and purchase them offline
    Forrester, Profiling The Multichannel Consumer, July 2009
  • 66.  65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.
    Pubblicitaoffline e ricercheneimotori, 2007
    From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
  • 67. interaction design not just digital
    http://www.flickr.com/photos/aaronschmidt/1904501765/
  • 68. digital and physical are colliding
  • 69. technology is everywhere
  • 70. internet of things
    http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG
  • 71.
  • 72.
  • 73. this is a library without a single book…
    Digital Library, Seoul, Korea
    http://www.flickr.com/photos/future15/4587459646/
  • 74. but
  • 75. ‘integrated experiences are
    few and far between’
    Alexandra Deschamps-Sonsino
    http://www.slideshare.net/designswarm/creating-the-internet-of-things
  • 76. don’t design for technology, design for the holistic experience
  • 77. design for the space between…
    http://www.flickr.com/photos/mrxception/4999592715
  • 78. how?
  • 79. information is the foundation
    http://www.flickr.com/photos/saroy/3455464539/
  • 80. across channels
  • 81.
  • 82. across channels
    across platforms
  • 83. http://www.flickr.com/photos/joshb/103547740
    http://www.flickr.com/photos/phrenzee/1447530226
    http://www.flickr.com/photos/kimbach/538233744
    http://www.flickr.com/photos/brownpau/2788253333/
    http://www.flickr.com/photos/stigster/3761714132/
  • 84. across channels
    across platforms
    across digital & physical
  • 85. information ties the experience together
    http://www.flickr.com/photos/__olga__/4749585423/
  • 86. http://www.flickr.com/photos/alist/2584773454
  • 87. http://itunes.apple.com/us/app/gohow-airport
  • 88. http://itunes.apple.com/us/app/gohow-airport
  • 89. http://itunes.apple.com/us/app/gohow-airport
  • 90. information is the foundation
    http://www.flickr.com/photos/saroy/3455464539/
  • 91. …predictable pathways of information are changing: the physical world itself is becoming a type of information system.
    http://www.mckinseyquarterly.com/The_Internet_of_Things_2538
  • 92. holistic storytelling experience across channels
  • 93. content centric, platform agnostic
  • 94. brand now content provider, not a newspaper
  • 95. think about consistency
  • 96. shh…I’m going to show you…
  • 97. http://www.flickr.com/photos/practicalowl/1423935574
  • 98. Website
  • 99. Email
  • 100. Catalog
  • 101. Ad Campaigns
  • 102. In-Store Signage
  • 103. Packaging
  • 104. Product Information Guides
  • 105. all the same productnot the same information not the same experience
  • 106. I’m the same customer in each interaction
  • 107. think about the journey
  • 108. Think about on ramps and off ramps
  • 109. don’t just design for the front door
  • 110. holistic experience at all entrances
  • 111. back door
  • 112. side door
  • 113. holistic experience?
  • 114.
  • 115.
  • 116.
  • 117.
  • 118.
  • 119.
  • 120. information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences
    Peter Morville
  • 121. http://www.slideshare.net/morville/ubiquitous-ia
  • 122. people keep pretending they can make things deeply hierarchical, categorizable and sequential when they can't. Everything is deeply intertwingled.
    Ted Nelson
  • 123. don’t get overwhelmed
    http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • 124. leave your comfort zone
  • 125. tools
    mechanics
  • 126.
    • Experience Design
    • 127. Service design
    • 128. Customer experience
    • 129. Customer relationship management
    • 130. Multi-Channel communications
    • 131. Cross-Channel Marketing
    • 132. Ubiquitous computing
    • 133. Design Thinking
    • 134. Pervasive IA (@resmini)
    Disciplines
  • 135.
    • Field Experience
    • 136. Service Inventory, blueprinting
    • 137. Customer Journey Mapping
    • 138. Experience mapping
    • 139. Mental Models
    • 140. Business Origami (@jessmcmullin)
    Methods
  • 141. hang with a new crowd
    http://averagecats.com/page/7
  • 142.
  • 143. Thank you
    sstarme@rei.com
    @samanthastarmer
    http://uxmag.com/strategy/dont-become-a-digital-dinosaur