Cross-Channel Strategy: Workshop

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Peter Morville's Cross-Channel Strategy workshop for UX Lisbon 2012.

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Cross-Channel Strategy: Workshop

  1. 1. morville@semanticstudios.com Ubiquitous IA Cross-Channel StrategyPeter Morville, UX Lisbon 2012 1
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  6. 6. morville@semanticstudios.com#dtdt 6
  7. 7. morville@semanticstudios.com Architecture Design TechnologyInformation Architecture: It’s What You Do First. 7
  8. 8. morville@semanticstudios.comPolar Bear IA in•for•ma•tion ar•chi•tec•turen. • The structural design of shared information environments. • The combination of organization, labeling, search, and navigation systems in web sites and intranets. • The art and science of shaping information products and experiences to support usability and findability. • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 8
  9. 9. morville@semanticstudios.com
  10. 10. morville@semanticstudios.comFragmentation Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose.Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.
  11. 11. morville@semanticstudios.comVisual ThinkingUnwritten Rule #1“Whoever best describes aproblem is the person mostlikely to solve the problem.…or, whoever draws the bestpicture gets the funding.” 11
  12. 12. morville@semanticstudios.com Web Strategy1. One Library2. Core Areas3. Network Intelligence 12
  13. 13. morville@semanticstudios.comExperience Across Channels 13
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  16. 16. morville@semanticstudios.com Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 16
  17. 17. morville@semanticstudios.com 17
  18. 18. morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 18
  19. 19. morville@semanticstudios.com 19Bill Verplank, IxD11 Opening Keynote, http://vimeo.com/20285615 (00:19:30)
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  21. 21. morville@semanticstudios.com“Desire Lines” 21Photo: Berkeley Path Gallery by Kevin Fox
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  23. 23. morville@semanticstudios.com 23
  24. 24. morville@semanticstudios.comExperiences Across Channels
  25. 25. morville@semanticstudios.com The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
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  27. 27. morville@semanticstudios.com World’s Best Information Architect 27Source: Subject to Change (2008)
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  30. 30. morville@semanticstudios.com“Collaborative Consumptiondescribes the rapid explosionin traditional sharing,bartering, lending, trading,renting, gifting, and swappingreinvented through networktechnologies on a scale and inways never possible before.” 30
  31. 31. morville@semanticstudios.com Desktop MobileKiosk 31
  32. 32. morville@semanticstudios.comUp The Stairs“How do we make it easier for people to learn about multi-channel possibilities?”http://findability.org/archives/000640.php 32
  33. 33. morville@semanticstudios.com 33
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  35. 35. Sensors morville@semanticstudios.com• Location (GPS)• Orientation (Compass)• Motion (Accelerometer)• Orientation/Motion (Gyroscope)• Touch (Multi-Touch, Gestural)• Light (Ambient)• Proximity• Device (Bluetooth)• Audio (Microphone)• Image/Video (Camera)• RFID (Soon) 35
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  37. 37. morville@semanticstudios.com“After a half-hour, a three-tone alert sounds…If thebottle still has not been opened, the system makes anautomated reminder phone call to the patient or acaregiver. The GlowCap system compiles adherence datawhich anyone can be authorized to track. That way thedoctor can make sure Gramps stays on his meds.” 37
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  40. 40. morville@semanticstudios.com find·a·bil·i·ty n The quality of being locatable or navigable. The degree to which an object is easy to discover or locate. The degree to which a system or environment supports wayfinding, navigation, and retrieval. am·bi·ent adj Surrounding; encircling; enveloping (e.g., ambient air)the ability to find anyone or anything from anywhere at anytime 40
  41. 41. morville@semanticstudios.comDavid Roseambientdevices.com 41
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  45. 45. morville@semanticstudios.comBrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 45
  46. 46. Touchpoint Taxonomy morville@semanticstudios.com Media Book Channel Platform Newspaper Web Web MagazineProduct Social Media iOS VideoPackaging Email Android AudioPrint Catalog Messaging Poster Mac OS X Billboard TelephoneCall Center Print MS WindowsWebsiteBlog ContextFacebook HomeTwitter Work WalkingYouTube Device DrivingEmail Desktop ShoppingDirect Mail Laptop Scale PlaneRadio Mobile Party Covert Tablet PersonalTelevision Television Mobile Social Personal Kiosk Location Environmental Time Architectural Task Urban 46
  47. 47. morville@semanticstudios.com reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Social).3. Cross-Channel Strategy (Physical, Digital).4. Intertwingularity (Ubiquitous, Ambient). 47
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  49. 49. morville@semanticstudios.com What is Information Architecture?http://www.maya.com/the-feed/what-is-information-architecture 49
  50. 50. morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…
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  52. 52. morville@semanticstudios.com“There is a problem in discussing systems onlywith words. Words and sentences must, bynecessity, come only one a time in linear, logicalorder. Systems happen all at once. They areconnected not just in one direction, but in manydirections simultaneously. To discuss themproperly, it is necessary to use a language thatshares some of the same properties as thephenomena under discussion.”
  53. 53. morville@semanticstudios.com"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  54. 54. morville@semanticstudios.com “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
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  57. 57. morville@semanticstudios.comThe fast parts learn, propose, andabsorb shocks; the slow partsremember, integrate, and constrain.The fast parts get all the attention.The slow parts have all the power.Steward Brand on “Pace Layering”
  58. 58. morville@semanticstudios.com 58
  59. 59. morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  60. 60. http://is.gd/iaprezi morville@semanticstudios.com
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  62. 62. morville@semanticstudios.comMethod 62
  63. 63. morville@semanticstudios.com 63
  64. 64. morville@semanticstudios.com goals, strategy, brand, process, technology, resources, politics, culture…objects, types, metadata, audiences, user needs, structure, relationships, use cases, mental models, source, volume, growth vocabulary, behavior 64
  65. 65. morville@semanticstudios.com 65
  66. 66. morville@semanticstudios.comDesign Principles 66
  67. 67. morville@semanticstudios.comCross-Channel Strategy http://findability.org/archives/000652.phpComposition multi- or cross-channel; mix of platforms, devices, media; coherenceConsistency brand, features, organization, interaction balanced against value of optimizationConnection links, tags, signs, maps; call to actionContinuity bookmark, resume playback, flowContext personal, social, location, time, task 67Conflict identify/resolve, org chart, free-riding
  68. 68. morville@semanticstudios.comAdapted from Cross-Platform Service User Experience 68 portal.acm.org/citation.cfm?id=1851637
  69. 69. morville@semanticstudios.comTodays “service systems” may include interrelatedsub-systems (e.g., person-to-person, self-service)across multiple locations, devices, and channels; andcustomer satisfaction is “influenced by the extent ofintegration and consistency” across those channels.Bridging the “Front Stage” and “Back Stage” in Service SystemDesign by Robert J. Glushko and Lindsay Tabas 69
  70. 70. morville@semanticstudios.comCraft beautiful designs that deliver a quality experienceto your users no matter how large (or small) their display. 1. Fluid Grids 2. Flexible Images 3. Media Queries 70
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  72. 72. Why Separate Mobile & Desktop Webmorville@semanticstudios.com Pages at Bagcheck? With a dual template system, we were able to optimize: 1. Source Order 2. Media (Speed, Quality, Interaction) 3. URL Structure Navigation 4. Application Design at TopNavigation at Bottom 72
  73. 73. morville@semanticstudios.com Mobile 73Source: Mobile First (2011) by Luke Wroblewski
  74. 74. morville@semanticstudios.com 74Source: Mobile First (2011) by Luke Wroblewski
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  81. 81. Transmedia Design by Jakob Nielsen morville@semanticstudios.comhttp://www.useit.com/alertbox/3-screens-transmedia.html“The highest-value use will stay predominantly on desktop.” PC Big Screens Better Input Devices Faster Bandwidth Hardware Oomph Software Maturity Printing Mobile “The best computer is the one you have with you.” “Most companies must support both device classes …with separate UI designs.” 81
  82. 82. morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strategy. 82
  83. 83. morville@semanticstudios.comDesign for Connection 83
  84. 84. morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store. 84
  85. 85. morville@semanticstudios.com 85
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  87. 87. morville@semanticstudios.comBarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 87
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  89. 89. morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle 89
  90. 90. Continuity morville@semanticstudios.com 90
  91. 91. Conflict morville@semanticstudios.com 91
  92. 92. Context morville@semanticstudios.com 92
  93. 93. morville@semanticstudios.comCross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 93
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  98. 98. morville@semanticstudios.comSource:delightability.com 98
  99. 99. morville@semanticstudios.com Mental ModelsTasksFeatures http://www.rosenfeldmedia.com/books/mental-models/ 99
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  102. 102. morville@semanticstudios.comhttp://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map 102
  103. 103. morville@semanticstudios.com 103
  104. 104. morville@semanticstudios.comUX Swimlanes 104
  105. 105. morville@semanticstudios.com 105Urban Sensing by Dan Hill
  106. 106. Resources morville@semanticstudios.com 106
  107. 107. morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findability.org/Twitter@morville 107

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