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IA CAMP 2015: As Yet Untitled

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IA CAMP 2015 - The Future of Information Architects - IoT時代におけるIAの思考と役割「タイトル未定」講演資料(2015年7月17日 パレスサイト マイナビルーム)

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IA CAMP 2015: As Yet Untitled

  1. 1. IA CAMP 2015 The Future of Information Architects As-Yet-Untitled Nobuya Sato July 17th., 2015 Twitter: #IACAMP2015
  2. 2. Profile NOBUYA SATO Secret Lab, Inc. / AKQA Experience Designer •  Design Strategy / UX / Android UI •  PAST: iXL, Razorfish, Sapient, Business Architects, SONY, Seesmic •  CLIENTS: OKI, So-net, goo/NTT, Roppongi Hills, World EXPO, Konica Minolta, FUJIFILM, Mizuho, SONY, Xperia, SCE, Nissan, NIKE, Nivea, Philips, Lexus…
  3. 3. Books IA, Web Design, Mobile, Android UI/UX…
  4. 4. Today’s Topic The Future of Information Architect IoT IA •  What is IA and who is IA? •  IA or UX Designer? •  New Responsibility in Current & New Era
  5. 5. Information Architect 1996 1998
  6. 6. Introduction What is IA?
  7. 7. Introduction What is was IA? Interview on B-ing, 2000
  8. 8. Introduction What is was IA?What is was IA?
  9. 9. Why IA? IA Evolution of (information) medium Web Mobile Tablet Phone Desktop PC Notebook WearableCD-ROM Smartphone Watch
  10. 10. IA History in Japan IA History of IA thinking/method in Japan. •  IA (2000-) •  UX (2003-) •  UCD (2005-) •  HCD/UXD (2010-) •  UX/UI (2011-) •  SXD (2012-) …. and now?
  11. 11. IA History in Japan IA IA UX HCD/UXD … … so what is UX?
  12. 12. UX What is UX? •  UX is not UI •  Designing the experience of the user. Understand the elements of UX
  13. 13. Elements of UX The Element of User Experience by Jesse James Garrett, 2000 - 5 (2005)
  14. 14. Elements of UX: Structure
  15. 15. Elements of UX: Facets User Experience Design (UX Honeycomb) by Peter Morville, 2004
  16. 16. Elements of UX: Domain Treatise on User Experience Design by Erik Flowers - Intuit, 2011
  17. 17. Elements of UX: Domain “How?” Technology Business Design UX “What?”“Why?” Treatise on User Experience Design by Erik Flowers - Intuit, 2011
  18. 18. Elements of UX: Values Our Approach, Design Thinking by IDEO
  19. 19. TECHNOLOGY Engineering Analysis Statics & Dynamics Electronics & Methodology Bioengineering Materials Thermodynamics Chemical Engineering MANUFACTURING Manufacturing Technology Manufacturing Process Supply Chain Management Rapid Prototyping BUSINESS Accounting Finance Economic Analysis & Policy Marketing Operations Information Technology Entrepreneurship Competition and Strategy ORGANIZATIONAL BEHAVIOR Management & Teams Human Resources Organizational Dynamics Negotiation HUMAN VALUSE Psychology Anthropology Sociology Ethnography DESIGN & INTERACTIVITY Human Computer Interaction Visual Thinking Design for Sustainability Aesthetics & Form TECHNOLOGY (feasibility) HUMAN VALUES (usability, desirability) BUSINESS (viability) DESIGN INNOVATION Elements of UX: Values Design Thinking Venn Diagram by Stanford d.Shcool
  20. 20. TECHNOLOGY Engineering Analysis Statics & Dynamics Electronics & Methodology Bioengineering Materials Thermodynamics Chemical Engineering MANUFACTURING Manufacturing Technology Manufacturing Process Supply Chain Management Rapid Prototyping BUSINESS Accounting Finance Economic Analysis & Policy Marketing Operations Information Technology Entrepreneurship Competition and Strategy ORGANIZATIONAL BEHAVIOR Management & Teams Human Resources Organizational Dynamics Negotiation HUMAN VALUSE Psychology Anthropology Sociology Ethnography DESIGN & INTERACTIVITY Human Computer Interaction Visual Thinking Design for Sustainability Aesthetics & Form TECHNOLOGY (feasibility) HUMAN VALUES (usability, desirability) BUSINESS (viability) DESIGN INNOVATION “Design is the expert discipline for relating and connecting floating fields.” Wolfgang Jonas (1999) Elements of UX: Values Design Thinking Venn Diagram by Stanford d.Shcool
  21. 21. UX, Balance between Two Goals 2 Making the better Products and Service UX Meet the balance between Business Needs and Customer Needs. User Expectation = Understand Brand Experience The Thinking Behind the User Experience by ELLIANCE
  22. 22. Brand Experience Model Designing Brand Experience (Razorfish, 2000)
  23. 23. UX deliverables Treasure Map, User Experience Deliverables by Peter Morville 2009
  24. 24. UX deliverables = Task of IA = IA •  User Journey Map / Customer Experience Map •  HCD / UCD methods •  Workshop / Design Thinking •  Prototyping •  Wireframe •  …etc.
  25. 25. UX deliverables = Task of IA = IA •  User Journey Map / Customer Experience Map •  HCD / UCD methods •  Workshop / Design Thinking •  Prototyping •  Wireframe •  …etc. … so who is IA? Current Problem of Japanese IA community… Too much focus on the technique, theory and process.
  26. 26. Who is IA IA “An Information Architect will be responsible for designing the plans that represent the underlay system of the navigation between content and interaction, the structure and the architecture.   She/he is a designer who design and develop how the interaction experience works.” by Lillian Svec (Sapient IA Practice and Framwork, IA Summit 2001) ! ! ! !
  27. 27. Role of IA IA Polar Bear Book •  Information Science •  Structure •  Navigation •  Data Modeling •  … Information Architects •  Information Design •  Interaction •  Storytelling •  Experience Modeling •  …
  28. 28. Role of IA IA •  Owning (ownership) of user experience of the system •  Designing the architecture of the system What medium (system) are we designing?
  29. 29. Information Architecture for Always-on •  Traditional IA vs. New IA? Traditional IA… •  Information Architecture •  Information Design •  Information Art Web (1997)
  30. 30. Current medium •  Web … Desktop Experience •  Mobile … Handheld Experience •  Watch … Wearable Experience etc. ... What is IoT? On-demand Always-on
  31. 31. IoT •  Internet of Things Nest Leaning Thermostat by Nest Labs, 2011
  32. 32. IoT ? •  Internet Appliance 3Com Audrey by Razorfish, 3Com, IDEO, 2000 It’s not new things. It’s been in the industry since 2000.
  33. 33. IoT •  Connected Devices Philips Smart Devices by Philips, AKQA, 2012 Nike+ Training Club by NIKE, AKQA
  34. 34. IoT •  Technology over Internet Google’s android-based OS for IoT devices Google’s open standard protocol language for IoT Google’s open platform for BLE (Bluetooth Low Energy) Beacons
  35. 35. Designing Connected Internet Experience •  Designing the Experience. •  Understanding the relationship between the element of brand experience.
  36. 36. Designing Meaningful Experience •  Product Strategy –  What it should be •  Product Design Planning –  How it should work Runcible by Monohm, 2015 Qlippie, 2015
  37. 37. Product Strategy •  From Defined product to Undefined product. •  Designing experience for Connected Devices & Service. •  How to drive innovation for IoT.
  38. 38. Business Invention for IoT IoT Innovation Strategy Strategic thinking, New approach, Reach new market, Growth strategy Business Design Business opportunity, Business Model, Business Processes Product Development New Product Planning and design, Platform & Service design
  39. 39. IA or Not IA •  Professionalism. •  It’s not Information Science, it’s an art of designing the information space and medium. •  Designing the experience of Internet medium. Connected Devices
  40. 40. What is your title? I’m currently working at AKQA as a Product Strategy Director and an Experience Designer in Tokyo. What is yours?
  41. 41. Nobuya Sato Experience Designer nobsato@secret-lab.jp http://about.com//nobsato http://slideshare.com/nobsato Thank You

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