Designing Exploding Websites (Euro IA 2009)

Designingfor the ScatteredStructures of Exploding Websites,[object Object],Iskander SmitPeter Boersma,[object Object],Euro IA 2009 - Copenhagen,[object Object],info.nl,[object Object], FULL SERVICE INTERNET AGENCY ,[object Object]

A short history ofExploding Websites,[object Object]

Model of Virtual Warmth,[object Object],an online dialogue on the road to result,[object Object],The contextinfluences the route,[object Object],A product taillored,[object Object],(Pro-active) support,[object Object],The whole is a rich experience,[object Object]

we live in a scattered environment,[object Object]

social exhibitionisme,[object Object],a custom digital life,[object Object], our behavior is changed,[object Object],pull back in our own social world,[object Object],a continuous conversation,[object Object],continuous partial attention,[object Object]

the context models our world,[object Object]

attention,[object Object],use,[object Object],apply,[object Object],orientation,[object Object],inside,[object Object],website,[object Object],outside,[object Object],website,[object Object],Looking for the touchpoints,[object Object]

use,[object Object],apply,[object Object],orientation,[object Object],attention,[object Object],inside,[object Object],website,[object Object],outside,[object Object],website,[object Object],Looking for the touchpoints,[object Object]

“In the future websites will offer moveable services, which can be placed on everywhere the customer wishes.” Steve Rubel,[object Object]

model exploding website,[object Object]

mobile site,[object Object], exploding function,[object Object]

we live with our heads in the cloud,[object Object]

Tim O’Reilly,[object Object],Devices will all have sensors. ,[object Object],In the end it is about the services you create using these sensors.,[object Object]

create a system,[object Object]

manage the ecosystem,[object Object],attract,[object Object],engage,[object Object],convert,[object Object],retain,[object Object]

StrategiesforExploding Websites,[object Object]

new strategies,[object Object],David Armano, 2008,[object Object]

brand promise,[object Object],1,[object Object],customer experience,[object Object],match,[object Object],exploding strategy,[object Object]

1,[object Object],match,[object Object],exploding strategy,[object Object],2,[object Object],engage,[object Object],value,[object Object],benefits,[object Object],offer,[object Object],product,[object Object],promise,[object Object]

1,[object Object],match,[object Object],exploding strategy,[object Object],2,[object Object],engage,[object Object],3,[object Object],connect,[object Object],context,[object Object],scenarios,[object Object],devices,[object Object],touchpoints,[object Object]

1,[object Object],match,[object Object],exploding strategy,[object Object],2,[object Object],engage,[object Object],4,[object Object],script,[object Object],3,[object Object],connect,[object Object],programme,[object Object],plan,[object Object],architecture,[object Object]

1,[object Object],match,[object Object],exploding strategy,[object Object],5,[object Object],measure,[object Object],2,[object Object],targets,[object Object],engage,[object Object],kpi,[object Object],4,[object Object],script,[object Object],3,[object Object],metrics,[object Object],connect,[object Object]

partners,[object Object],6,[object Object],employees,[object Object],1,[object Object],orchestrate,[object Object],match,[object Object],organisation,[object Object],exploding strategy,[object Object],5,[object Object],measure,[object Object],2,[object Object],engage,[object Object],4,[object Object],script,[object Object],3,[object Object],connect,[object Object]

improve,[object Object],continuous,[object Object],development,[object Object],learn,[object Object],7,[object Object],spread,[object Object],6,[object Object],1,[object Object],orchestrate,[object Object],match,[object Object],exploding strategy,[object Object],5,[object Object],measure,[object Object],2,[object Object],engage,[object Object],4,[object Object],script,[object Object],3,[object Object],connect,[object Object]

exploding elements,[object Object],affiliate contracts,[object Object],improve,[object Object],continuous,[object Object],development,[object Object],idealab,[object Object],organisation mapping,[object Object],learn,[object Object],customer palette,[object Object],function profiles,[object Object],7,[object Object],spread,[object Object],brand promise,[object Object],partners,[object Object],6,[object Object],employees,[object Object],1,[object Object],customer experience,[object Object],orchestrate,[object Object],match,[object Object],organisation,[object Object],exploding strategy,[object Object],5,[object Object],measure,[object Object],stakeholder radar,[object Object],2,[object Object],engage,[object Object],targets,[object Object],value,[object Object],product promise proposition,[object Object],kpi,[object Object],benefits,[object Object],dashboard,[object Object],4,[object Object],metrics,[object Object],script,[object Object],offer,[object Object],3,[object Object],reports,[object Object],product,[object Object],promise,[object Object],connect,[object Object],programme,[object Object],context,[object Object],plan,[object Object],scenarios,[object Object],devices,[object Object],hotspot ,[object Object],audit,[object Object],programme plan,[object Object],architecture,[object Object],touchpoints,[object Object],interactive tubemap,[object Object],exploding architecture,[object Object]

DesigningExploding Websites,[object Object]

DesigningExploding Websites,[object Object],Design Process (drafts),[object Object],What’s Different?,[object Object],Tools,[object Object]

Design ProcessforExploding Websites,[object Object]

Draft 1: Wabi-sabi,[object Object]

Wabi-sabi,[object Object],“wabi”: limitations in design and unpredictable or changing usage conditions“sabi”: imperfect reliability or limited mortality (comparable to rust),[object Object]

Wabi-sabifordesigningExploding Websites,[object Object]

Draft 2: Rugby ball,[object Object]

Draft 3: Concept Map,[object Object]

Model users,[object Object],Select valuablebehaviour to support,[object Object]

Specifyoutcomesthat match users’ goals,[object Object],Writescenarios and scripts,and direct yourscenes,[object Object]

Design adaptivecomponents,[object Object]

Profiles,[object Object],Contexts,[object Object],Touchpoints,[object Object]

What’s different?,[object Object]

Multiple Touchpoints,[object Object],Know the users’ attitude towards touchpoints perform user research into behaviour and expectations,[object Object],The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences,[object Object],You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer,[object Object]

Multiple Contexts-of-Use,[object Object],Consider user flow, attention, and social context design variants in interaction style andtone-of-voice,[object Object],Some touchpoints allow for the inclusion of social features define the effects on the social context,[object Object]

Context-rich Profiles,[object Object],Each context-of-use calls for additional attributes to be added to the visitor's profile track which touchpoints have been used when, for which functionality, and how,[object Object],Knowledgeaboutusersallowsyour designs to adapt create interfaces thatadapttheirbehaviourbasedon data from user profiles,[object Object]

ToolsfordesigningExploding Websites,[object Object]

Context-rich Profiles,[object Object], Multiple Contexts-of-Use,[object Object], Multiple Touchpoints,[object Object]

Web Analytics to quantify current user behaviour and discover opportunities for improvement,[object Object]

Analysis of a funnel,[object Object], To hire XX people, we need Ytimes more registrants for the game (assuming we increase registration-to-play rate to 75%),[object Object],xxxxx,[object Object],xxxxx,[object Object],xxxx,[object Object],75%,[object Object],xx,[object Object],xxxx,[object Object],xx,[object Object],x,[object Object],66,7%,[object Object],0,09%,[object Object],25%,[object Object],x,[object Object],register for game,[object Object],play game,[object Object],finish game,[object Object],hire,[object Object]

Create swimlanes (from workflow and service design practice) to document potential flows through multiple touchpoints,[object Object]

For quick ideas about vocabulary and attitudes, use Wordle (http://wordle.net)on user interview transcripts,[object Object]

Whenlookingforcorporateinformation,[object Object],Whencompetingwithothers,[object Object],Whenconsideringjoining a company,[object Object]

Create concept maps and scenariosto explore all relationships between the objects that users encounter,[object Object]

Multiple-touchpointscenarios,[object Object],After a visitbySales, the clientreceivesanemail with a confirmation (1), asking her to visit the portal to complete her contact data (2-4). Shealsochecks her order and downloads a copy of the invoice (6-7).,[object Object],Ed dignissimfelis non orcilaoreet sit ametullamcorperligulapulvinar.,[object Object],Nullafringillaeuismoderos, rutrumfacilisis nisi consequat.,[object Object],Nam sednequevelpurusgravidapellentesqueutsedurna.,[object Object],Maecenas nisi massa, fringillased tempus ac, suscipit at nibh.,[object Object]

Scenario 1: First login,[object Object],1,[object Object],4,[object Object],2,[object Object],5,[object Object],3,[object Object],desktopwidget,[object Object],6,[object Object],7,[object Object],Email fromSalestriggersfirstvisit,[object Object],Clientcreates new password uponfirst login.,[object Object],Onfirstvisit, client is asked to confirmclient data.,[object Object],Then taken to homepage. Likely to check order.,[object Object],Overview of order confirmationswithoption to download.,[object Object],Touchpoint selection(1=email, 2-7 = web, rest=widget) ,[object Object]

Specify interactive components that employ adaptive interfaces,[object Object]

Create personas based on motivation, (not market segments) and remember different contexts trigger different behaviours,[object Object]

reuse an existing profile on a social network site(e.g. Ning, Facebook Connect),[object Object],base profile on explicitly stated interests(e.g. for e-commerce sites),[object Object],use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering),[object Object],collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX»),[object Object],enrich profiles with data from profiles of friends(e.g. Hyves, Facebook),[object Object]

Cases withExploding Websites,[object Object]

Case 1: Association of Public Libraries,[object Object],The Dutch Association of Public Libraries (VOB),[object Object],[object Object]

responsible for the quality of (online) service,[object Object]

Case 1: Association of Public Libraries,[object Object],Strategy,[object Object],[object Object]

development of component-based tools

(not a top-down CMS and styleguide),[object Object]

sketches and storyboards(allowed for informal co-operation with the client teams)

rule-based designs for components(not just entire screens)

a high level design of a central site and local sites(all composed of widgets and modules),[object Object]

Case 1: Association of Public Libraries,[object Object],Results ,[object Object],[object Object]

on users’ personalized portals

on users’ social network sites

Designing Exploding Websites (Euro IA 2009)

Designing Exploding Websites (Euro IA 2009)

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