Don’t Become a Digital Dinosaur<br />Design for the Space Between<br />@samanthastarmer<br />
me<br />UX & IA related work for places like Amazon, Microsoft<br />REI – Create and lead IA, UX, IxDteams (after about 5 ...
Un-speaker?<br />
Me.  lonely<br />
a story…<br />http://www.flickr.com/photos/seandreilinger/2959785536/<br />
Palm Springs!<br />
resort hotel!!<br />
I am lucky<br />
verdant<br />
lush<br />
foliage…lots of foliage<br />
like The Secret Garden!<br />
but…<br />
I was tired<br />
I needed an adult beverage<br />$80 wine!!!<br />
but I’m cheap…<br />
…and car-less<br />
I have to get out of a 13 acre resort<br />
so, with a crappy map<br />
 and a tip, <br />
I finally find my way out<br />
and escape to the real world<br />
but now it is dark<br />
and the lovely, secret foliage<br />
with all of the nooks and crannies<br />
that I got lost in during daylight<br />
Is kinda scary<br />
finally, thank god<br />
now I really need a drink<br />
At least for walking, exploring or doing anything not related to sitting by a pool and drinking<br />
no sign policy<br />
except…<br />
experience only works if you stay within the Parker<br />
a few days later…<br />
leaving lovely hotel room<br />
not the dreaded middle seat!<br />http://www.flickr.com/photos/caribb/85819514/<br />
getting flight # via email<br />
check in via mobile app<br />
I don’t want flight status!<br />
okay, trying another way<br />
flight not recognized<br />
http://www.flickr.com/photos/mindaugasdanys/3766009204<br />
Fine.  <br />Old school check in.<br />
experience only works if you stay within channel<br />
lesson?<br />http://www.flickr.com/photos/pjern/2150873799<br />
design for the space between…<br />http://www.flickr.com/photos/mrxception/4999592715<br />
don’t design for just a website<br />
an app<br />
or a physical environment<br />
Even if you think you only work on your website<br />
we have no control<br />
over how people hear about us<br />
or get to us<br />
the experience of transitions<br />
70% of US online consumers research products online and purchase them offline<br />Forrester, Profiling The Multichannel C...
 65% of visitors to an online search engine were looking for further information in relation to a product or service they ...
interaction design not just digital<br />http://www.flickr.com/photos/aaronschmidt/1904501765/<br />
digital and physical are colliding<br />
technology is everywhere<br />
internet of things<br />http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG<br />
this is a library without a single book…<br />Digital Library, Seoul, Korea<br />http://www.flickr.com/photos/future15/458...
but<br />
‘integrated experiences are <br />few and far between’<br />Alexandra Deschamps-Sonsino<br />http://www.slideshare.net/des...
don’t design for technology, design for the holistic experience<br />
design for the space between…<br />http://www.flickr.com/photos/mrxception/4999592715<br />
how?<br />
information is the foundation<br />http://www.flickr.com/photos/saroy/3455464539/<br />
across channels<br />
across channels<br />across platforms<br />
http://www.flickr.com/photos/joshb/103547740<br />http://www.flickr.com/photos/phrenzee/1447530226<br />http://www.flickr....
across channels<br />across platforms<br />across digital & physical<br />
information ties the experience together<br />http://www.flickr.com/photos/__olga__/4749585423/<br />
http://www.flickr.com/photos/alist/2584773454<br />
http://itunes.apple.com/us/app/gohow-airport<br />
http://itunes.apple.com/us/app/gohow-airport<br />
http://itunes.apple.com/us/app/gohow-airport<br />
information is the foundation<br />http://www.flickr.com/photos/saroy/3455464539/<br />
…predictable pathways of information are changing: the physical world itself is becoming a type of information system. <br...
holistic storytelling experience across channels<br />
content centric, platform agnostic<br />
brand now content provider, not  a newspaper<br />
think about consistency<br />
shh…I’m going to show you…<br />
http://www.flickr.com/photos/practicalowl/1423935574<br />
 Website<br />
 Email<br />
Catalog<br />
 Ad Campaigns<br />
 In-Store Signage<br />
 Packaging<br />
 Product Information Guides<br />
all the same productnot the same information  not the same experience<br />
I’m the same customer in each interaction<br />
think about the journey<br />
Think about on ramps and off ramps<br />
don’t just design for the front door<br />
holistic experience at all entrances<br />
back door <br />
side door<br />
holistic experience?<br />
information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, phys...
http://www.slideshare.net/morville/ubiquitous-ia<br />
people keep pretending they can make things deeply hierarchical, categorizable and sequential when they can't. Everything ...
don’t get overwhelmed<br />http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.h...
leave your comfort zone<br />
tools<br />mechanics<br />
<ul><li>Experience Design
Service design
Customer experience
Customer relationship management
Multi-Channel communications
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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

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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

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