Design for Cross-Channel Experiences


Published on

Slides for the IA Summit 2012 workshop, Design for Cross-Channel Experiences, by Peter Morville and Samantha Starmer.

Published in: Design, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Design for Cross-Channel Experiences

  1. morville@semanticstudios.comDesign forCross-Channel ExperiencesSamantha Starmer, REIPeter Morville, Semantic Studios 1
  2. who am I?
  3. 3
  4. 4
  5. 5
  6. morville@semanticstudios.comAgenda9:00 - 9:15 Introductions9:15 - 10:30 IA: Beyond the Web (Peter)10:30 - 11:00 Coffee Break11:00 - 12:00 What is X-Channel? (Samantha) Exercise #1: Experience Opportunities12:00 - 1:30 Lunch Break1:30 - 2:30 X-Channel: How (Peter & Samantha)2:30 - 3:30 Exercise #2: Experience Mapping3:30 - 4:00 Coffee Break4:00 - 5:00 Q&A, Discussion, Closing Remarks 6
  7. morville@semanticstudios.comSlidesSamantha’s’s 7
  8. Ubiquitous IA Cross-Channel StrategyPeter Morville, IA Summit 2012 8
  9. 9
  10. Architecture Design TechnologyInformation Architecture: It’s What You Do First. 10
  11. 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. 11
  14. 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.
  15. 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.” 15
  16. Web Strategy1. One Library2. Core Areas3. Network Intelligence 16
  17. morville@semanticstudios.comExperience Across Channels 17
  19. 19
  20. Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 20
  21. 21
  22. morville@semanticstudios.comWhere architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 22
  23. 23Bill Verplank, IxD11 Opening Keynote, (00:19:30)
  24. 24
  25.“Desire Lines” 25Photo: Berkeley Path Gallery by Kevin Fox
  26. 26
  27. 27
  28. morville@semanticstudios.comExperiences Across Channels
  29. The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  31. World’s Best Information Architect 31Source: Subject to Change (2008)
  33. 33
  34.“Collaborative Consumptiondescribes the rapid explosionin traditional sharing,bartering, lending, trading,renting, gifting, and swappingreinvented through networktechnologies on a scale and inways never possible before.” 34
  35. Desktop MobileKiosk 35
  36. morville@semanticstudios.comUp The Stairs“How do we make it easier for people to learn about multi-channel possibilities?” 36
  37. 37
  39. Sensors• 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) 39
  40. 40
  41.“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.” 41
  42. 42
  43. 43
  44. 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 44
  45. morville@semanticstudios.comDavid 45
  46. 46
  47. 47
  48. 48
  49. 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. 49
  50. Touchpoint Taxonomy 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 50
  51. reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Social).3. Cross-Channel Strategy (Physical, Digital).4. Intertwingularity (Ubiquitous, Ambient). 51
  52. 52
  53. What is Information Architecture? 53
  54. morville@semanticstudios.comWhat architects do forbuildings, information architects dofor…
  55. 55
  56.“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.”
  57."In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  58. “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
  59. 59
  61. 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”
  62. 62
  63. morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  65. 65
  66. morville@semanticstudios.comAgenda9:00 - 9:15 Introductions9:15 - 10:30 IA: Beyond the Web (Peter)10:30 - 11:00 Coffee Break11:00 - 12:00 What is X-Channel? (Samantha) Exercise #1: Experience Mapping12:00 - 1:30 Lunch Break1:30 - 2:30 X-Channel: How (Peter & Samantha)2:30 - 3:30 Exercise #2: Experience Mapping3:30 - 4:00 Coffee Break4:00 - 5:00 Q&A, Discussion, Closing Remarks 66
  67. A Framework for Cross-Channel StrategyPeter Morville, IA Summit 2012 67
  68. 68
  69. 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 69
  70. 70
  71. morville@semanticstudios.comDesign Principles 71
  72. morville@semanticstudios.comCross-Channel Strategy 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 72Conflict identify/resolve, org chart, free-riding
  73. morville@semanticstudios.comAdapted from Cross-Platform Service User Experience 73
  74. 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 74
  75. 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 75
  76. 76
  77. Why Separate Mobile & Desktop 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 77
  78. Mobile 78Source: Mobile First (2011) by Luke Wroblewski
  79. 79Source: Mobile First (2011) by Luke Wroblewski
  81. 81
  82. 82
  83. 83
  84. 84
  85. 85
  86. Transmedia Design by Jakob Nielsen morville@semanticstudios.com“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.” 86
  87. morville@semanticstudios.comTo make the right decisions about composition andconsistency, you need a cross-channel strategy. 87
  88. morville@semanticstudios.comDesign for Connection 88
  89. morville@semanticstudios.comOver 50% of REIonline business ispicked up in a store. 89
  90. 90
  91. 91
  92. morville@semanticstudios.comBarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 92
  94. morville@semanticstudios.comPrice CheckProduct DetailEndless Aisle 94
  95. Continuity 95
  96. Conflict 96
  97. Context 97
  98. morville@semanticstudios.comCross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 98
  99. 99
  100. 100
  101. 101
  102. 102
  103. 103
  104. Mental ModelsTasksFeatures 104
  105. 105
  106. 106
  107. morville@semanticstudios.com 107
  108. 108
  109. morville@semanticstudios.comUX Swimlanes 109
  110. 110Urban Sensing by Dan Hill
  111. Resources 111
  112. morville@semanticstudios.comIA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi) 112