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More and more, online information is scattered over multiple online channels and websites.
At Info.nl, we have translated this development into our model of the Exploding Website. The model describes what strategic steps you need to take to define the right part of the service in the right context. We also redefined our methodology for user experience design based on the vision of the Exploding Website.
(Freelance) Online Product Manager at City of Amsterdam
More and more, online information is scattered over multiple online channels and websites.
At Info.nl, we have translated this development into our model of the Exploding Website. The model describes what strategic steps you need to take to define the right part of the service in the right context. We also redefined our methodology for user experience design based on the vision of the Exploding Website.
Model of Virtual Warmth<br />an
online dialogue on the road to result<br />The contextinfluences the route<br />A product taillored<br />(Pro-active) support<br />The whole is a rich experience<br />
social exhibitionisme<br />a custom digital
life<br /> our behavior is changed<br />pull back in our own social world<br />a continuous conversation<br />continuous partial attention<br />
Multiple Touchpoints<br />Know the users’
attitude towards touchpoints perform user research into behaviour and expectations<br />The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences<br />You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer<br />
Multiple Contexts-of-Use<br />Consider user flow,
attention, and social context design variants in interaction style andtone-of-voice<br />Some touchpoints allow for the inclusion of social features define the effects on the social context<br />
Context-rich Profiles<br />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<br />Knowledgeaboutusersallowsyour designs to adapt create interfaces thatadapttheirbehaviourbasedon data from user profiles<br />
Analysis of a funnel<br />
To hire XX people, we need Ytimes more registrants for the game (assuming we increase registration-to-play rate to 75%)<br />xxxxx<br />xxxxx<br />xxxx<br />75%<br />xx<br />xxxx<br />xx<br />x<br />66,7%<br />0,09%<br />25%<br />x<br />register for game<br />play game<br />finish game<br />hire<br />
Multiple-touchpointscenarios<br />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).<br />Ed dignissimfelis non orcilaoreet sit ametullamcorperligulapulvinar.<br />Nullafringillaeuismoderos, rutrumfacilisis nisi consequat.<br />Nam sednequevelpurusgravidapellentesqueutsedurna.<br />Maecenas nisi massa, fringillased tempus ac, suscipit at nibh.<br />
Scenario 1: First login<br />1<br
/>4<br />2<br />5<br />3<br />desktopwidget<br />6<br />7<br />Email fromSalestriggersfirstvisit<br />Clientcreates new password uponfirst login.<br />Onfirstvisit, client is asked to confirmclient data.<br />Then taken to homepage. Likely to check order.<br />Overview of order confirmationswithoption to download.<br />Touchpoint selection(1=email, 2-7 = web, rest=widget) <br />
reuse an existing profile on
a social network site(e.g. Ning, Facebook Connect)<br />base profile on explicitly stated interests(e.g. for e-commerce sites)<br />use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering)<br />collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX»)<br />enrich profiles with data from profiles of friends(e.g. Hyves, Facebook)<br />
responsible for the quality of
(online) service</li></li></ul><li>Case 1: Association of Public Libraries<br />central, local and personalized portals, socialnetworks<br />informational, functional, personal, community<br />wide range of personas, personalized portals, metricsonwidgetusage<br />
(not a top-down CMS and
styleguide)</li></li></ul><li>Case 1: Association of Public Libraries<br />Design <br /><ul><li>personas based on behaviour patterns and touchpoint selections (not demographics)
Lessonslearned: Strategy<br />Strategy<br />Developing an
exploding strategy is a great way to transform the service into an effective service in new contexts<br />Affiliations with partners are a logical step in an exploding strategy but not the easiest direction to take (or even envision) for a company<br />You want to build beta versions of all the elements in the exploding website's ecosystem: do not release touchpoints individually (as client will try to make you do).<br />
Lessonslearned: Design<br />Design<br />A collaborative
design method employing sketching and storyboards, combined with script-based deliverables seems to be the best way to develop a exploding system<br />You need to switch from designing fixed structures and their interactive interfaces and start to design fragmented, impulse-driven experiences for multiple touchpoints<br />
Model users<br />Specifyoutcomesthat match users’
goals<br />Profiles<br />Design adaptivecomponents<br />Contexts<br />Select valuablebehaviour to support<br />Writescenarios and scripts,and direct yourscenes<br />Touchpoints<br />