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Ubiquitous IA: Cross-Channel Strategy


Published on

Peter Morville's closing keynote for IA Konferenz 2012.

Published in: Design, Technology

Ubiquitous IA: Cross-Channel Strategy

  1. Ubiquitous IA Cross-Channel StrategyPeter Morville, IA Konferenz 2012 1
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  5. #dtdt 5
  6. Architecture Design TechnologyInformation Architecture: It’s What You Do First. 6
  7. Polar 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. 7
  8. 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.
  9. Web Strategy1. One Library2. Core Areas3. Network Intelligence 11
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  11. Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 14
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  13. Where architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 16
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  15. “Desire Lines” 18Photo: Berkeley Path Gallery by Kevin Fox
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  19. Experiences Across Channels
  20. The Future of Mobile Search Location AwareLocation Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  21. World’s Best Information ArchitectSource: Subject to Change (2008) 25
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  23. Desktop MobileKiosk 28
  24. 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) 29
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  26. “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.” 31
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  30. 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. 35
  31. 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 36
  32. Design Principles 37
  33. Cross-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, taskConflict 38 identify/resolve, org chart, free-riding
  34. Adapted from Cross-Platform Service User Experience 39
  35. Craft 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 40
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  37. Why Separate Mobile & Desktop Web 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 42
  38. To make the right decisions about composition andconsistency, you need a cross-channel strategy. 43
  39. Design for Connection 44
  40. Over 50% of REIonline business ispicked up in a store. 45
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  43. BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 48
  44. Price CheckProduct DetailEndless Aisle 50
  45. Continuity 51
  46. Conflict 52
  47. Context 53
  48. Cross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 54
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  56. reFraming1. Classic Information Architecture(Polar Bear).2. Web Strategy (Web, Mobile, Social).3. Cross-Channel Strategy (Physical, Digital).4. Intertwingularity (Ubiquitous, Ambient). 62
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  58. What architects do forbuildings, information architects dofor…
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  61. “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.”
  62. "In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  63. “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
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  66. morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  67.”Those who know, do.Those thatunderstand, teach.”
  68. IA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi) 74