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

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

  • Don’t Become a Digital Dinosaur
    Design for the Space Between
    @samanthastarmer
  • 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
  • Un-speaker?
  • Me. lonely
  • a story…
    http://www.flickr.com/photos/seandreilinger/2959785536/
  • Palm Springs!
  • resort hotel!!
  • I am lucky
  • verdant
  • lush
  • foliage…lots of foliage
  • like The Secret Garden!
  • but…
  • I was tired
  • I needed an adult beverage
    $80 wine!!!
  • but I’m cheap…
  • …and car-less
  • I have to get out of a 13 acre resort
  • so, with a crappy map
  • and a tip,
  • I finally find my way out
  • and escape to the real world
  • but now it is dark
  • and the lovely, secret foliage
  • with all of the nooks and crannies
  • that I got lost in during daylight
  • Is kinda scary
  • finally, thank god
  • now I really need a drink
  • At least for walking, exploring or doing anything not related to sitting by a pool and drinking
  • no sign policy
  • except…
  • experience only works if you stay within the Parker
  • a few days later…
  • leaving lovely hotel room
  • not the dreaded middle seat!
    http://www.flickr.com/photos/caribb/85819514/
  • getting flight # via email
  • check in via mobile app
  • I don’t want flight status!
  • okay, trying another way
  • flight not recognized
  • http://www.flickr.com/photos/mindaugasdanys/3766009204
  • Fine.
    Old school check in.
  • experience only works if you stay within channel
  • lesson?
    http://www.flickr.com/photos/pjern/2150873799
  • design for the space between…
    http://www.flickr.com/photos/mrxception/4999592715
  • don’t design for just a website
  • an app
  • or a physical environment
  • Even if you think you only work on your website
  • we have no control
  • over how people hear about us
  • or get to us
  • the experience of transitions
  • 70% of US online consumers research products online and purchase them offline
    Forrester, Profiling The Multichannel Consumer, July 2009
  •  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
  • interaction design not just digital
    http://www.flickr.com/photos/aaronschmidt/1904501765/
  • digital and physical are colliding
  • technology is everywhere
  • internet of things
    http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG
  • this is a library without a single book…
    Digital Library, Seoul, Korea
    http://www.flickr.com/photos/future15/4587459646/
  • but
  • ‘integrated experiences are
    few and far between’
    Alexandra Deschamps-Sonsino
    http://www.slideshare.net/designswarm/creating-the-internet-of-things
  • don’t design for technology, design for the holistic experience
  • design for the space between…
    http://www.flickr.com/photos/mrxception/4999592715
  • how?
  • information is the foundation
    http://www.flickr.com/photos/saroy/3455464539/
  • across channels
  • across channels
    across platforms
  • 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/
  • across channels
    across platforms
    across digital & physical
  • information ties the experience together
    http://www.flickr.com/photos/__olga__/4749585423/
  • http://www.flickr.com/photos/alist/2584773454
  • http://itunes.apple.com/us/app/gohow-airport
  • http://itunes.apple.com/us/app/gohow-airport
  • http://itunes.apple.com/us/app/gohow-airport
  • information is the foundation
    http://www.flickr.com/photos/saroy/3455464539/
  • …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
  • holistic storytelling experience across channels
  • content centric, platform agnostic
  • brand now content provider, not a newspaper
  • think about consistency
  • shh…I’m going to show you…
  • http://www.flickr.com/photos/practicalowl/1423935574
  • Website
  • Email
  • Catalog
  • Ad Campaigns
  • In-Store Signage
  • Packaging
  • Product Information Guides
  • all the same productnot the same information not the same experience
  • I’m the same customer in each interaction
  • think about the journey
  • Think about on ramps and off ramps
  • don’t just design for the front door
  • holistic experience at all entrances
  • back door
  • side door
  • holistic experience?
  • information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences
    Peter Morville
  • http://www.slideshare.net/morville/ubiquitous-ia
  • people keep pretending they can make things deeply hierarchical, categorizable and sequential when they can't. Everything is deeply intertwingled.
    Ted Nelson
  • don’t get overwhelmed
    http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
  • leave your comfort zone
  • tools
    mechanics
    • Experience Design
    • Service design
    • Customer experience
    • Customer relationship management
    • Multi-Channel communications
    • Cross-Channel Marketing
    • Ubiquitous computing
    • Design Thinking
    • Pervasive IA (@resmini)
    Disciplines
    • Field Experience
    • Service Inventory, blueprinting
    • Customer Journey Mapping
    • Experience mapping
    • Mental Models
    • Business Origami (@jessmcmullin)
    Methods
  • hang with a new crowd
    http://averagecats.com/page/7
  • Thank you
    sstarme@rei.com
    @samanthastarmer
    http://uxmag.com/strategy/dont-become-a-digital-dinosaur