Designing Exploding Websites (Euro IA 2009)

Peter Boersma
Peter Boersma(Freelance) Online Product Manager at City of Amsterdam
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]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
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]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Wabi-sabifordesigningExploding Websites,[object Object]
Draft 2: Rugby ball,[object Object]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Draft 3: Concept Map,[object Object]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
(ahem),[object Object]
Designing Exploding Websites (Euro IA 2009)
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]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
    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]
Designing Exploding Websites (Euro IA 2009)
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]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
    Create personas based on motivation, (not market segments) and remember different contexts trigger different behaviours,[object Object]
Designing Exploding Websites (Euro IA 2009)
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]
Designing Exploding Websites (Euro IA 2009)
Cases withExploding Websites,[object Object]
Case 1: Association of Public Libraries,[object Object],The Dutch Association of Public Libraries (VOB),[object Object],[object Object]
with strong independent units
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]
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Designing Exploding Websites (Euro IA 2009)
Case 1: Association of Public Libraries,[object Object],Results ,[object Object],[object Object]
on users’ personalized portals
on users’ social network sites
widgets have social elements
1 of 95

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