Peter Morville's keynote for Internet User Experience 2011.

1. 1 Ubiquitous IACross-Channel Strategy Peter Morville, IUE 2011

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5. 5 #dtdt

6. 6 Architecture Design Technology Information Architecture: It’s What You Do First.

8. The combination of organization, labeling, search, and navigation systems in web sites and intranets.

9. The art and science of shaping information products and experiences to support usability and findability.

11. 9 On the Web, the signis the path, the map is the territory.

12. 10 S T R U C T U R E STRATEGY IA What architects do for buildings, we do for…

13. 11 Framing Classic Information Architecture (Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity). .

14. 12 The Library of Congress “To further the progress of knowledge and creativity.”.

15. Fragmentation 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.

16. 14 Visual Thinking Unwritten Rule #1 “Whoever best describes a problem is the person most likely to solve the problem. …or, whoever draws the best picture gets the funding.”

17. 15 Web Strategy One Library Core Areas Network Intelligence

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19. 17 Search is a Complex, Adaptive System Source: Search Patterns (2010)

21. Search

22. Object

23. Set

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28. 22 Desire Paths

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32. 26 Modes of Information Seeking Marcia Bates, UCLA (2002) “We absorb perhaps 80 percent of all our knowledge through simply being aware in our social context and physical environment.”

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34. 28 “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson

35. 29 World’s Best Information Architect Source: Subject to Change (2008)

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38. 32 Desktop Mobile Kiosk

39. 33 Touchpoint Taxonomy

40. 34 Design Principles Design Principles

41. 35 Cross-Channel Strategy Composition multi- or cross-channel; mix of platforms, devices, media; coherence Consistency brand, features, organization, interaction balanced against value of optimization Connection links, tags, signs, maps; call to action Continuity bookmark, resume playback, flow Context personal, social, location, time, task Conflict identify/resolve, org chart, free-riding http://findability.org/archives/000652.php

42. 36 Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637

43. 37 Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. Fluid Grids Flexible Images Media Queries

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45. 39 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Navigation at Top Navigation at Bottom

46. 40 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Embedded Video Thumbnail (few pixels / detail)

47. 41 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design One Page (with modules) Four Pages (mobile-only URLs)

48. 42 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Modal Dialog Barcode Scan

49. 43 To make the right decisions about composition and consistency, you need a cross-channel strategy.

50. 44 Design for Connection

51. 45 Over 50% of REI online business is picked up in a store.

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54. Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email) 48

56. 50 Price Check Product Detail Endless Aisle

57. 51 Continuity

58. 52 Conflict

59. 53 Context

60. 54 Source: Mobile First (2011) by Luke Wroblewski

62. Orientation (Compass)

63. Motion (Accelerometer)

64. Orientation/Motion (Gyroscope)

65. Touch (Multi-Touch, Gestural)

66. Light (Ambient)

67. Proximity

68. Device (Bluetooth)

69. Audio (Microphone)

70. Image/Video (Camera)

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73. 58 “After a half-hour, a three-tone alert sounds…If the bottle still has not been opened, the system makes an automated reminder phone call to the patient or a caregiver. The GlowCap system compiles adherence data which anyone can be authorized to track. That way the doctor can make sure Gramps stays on his meds.”

74. 59 BrainPort 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.

75. Marathon 60 Cross-Channel We must leave our comfort zones, cross-train, and collaborate. Triathlon

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78. 63 Source:delightability.com

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80. 65 Ubiquitous IA http://iainstitute.org/ http://worldiaday.org/ February 11, 2012 in 14 cities http://iasummit.org/ March 21-25, 2012 in New Orleans, USA euroia.org/ September 27-29, 2012 in Rome, Italy http://semanticstudios.com/publications/semantics/ http://rosenfeldmedia.com/uxzeitgeist/topics/information-architecture/

81. 66 reFraming Classic Information Architecture(Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Intertwingularity (Ubiquitous, Ambient).

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83. 68 IA Therefore I Am Peter Morville morville@semanticstudios.com Search Patterns http://searchpatterns.org/ Semantic Studios http://semanticstudios.com/ Blog http://findability.org/