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Beyond the Polar Bear


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Beyond the Polar Bear

  1. Beyond the Polar Bear<br />Mike Atherton @mikeatherton<br />BBC / RedUXD<br /><br />
  2. New routes to content<br />
  3. “inform, educate and entertain”<br />
  4. 2. The Problem Space<br />
  5. Information Isn’t Neat<br />
  6. The BBC: ONE SITE OR MANY?<br />
  7. Sections or Separate Sites?<br />
  8. Broadcasting over 1000 Programmes Every Day<br />
  9. Pages mothballed or Removed<br />
  10. Deep Cuts Across The Online Division<br />The BBC has made a commitment to halve the number of ‘top level directories’ on its site<br />In 2011 it will reduce its online spend by 25%<br />Controversy has arisen over a recent announcement that legacy content will be removed from the web<br />
  11. UX emphasis on the top layers<br />‘User experience design’ has put considerable emphasis on front-end presentation and interaction design<br />Yet the elements that contribute to a user’s experience go much deeper<br />In ‘tearing down the wall’, many IAs have leaned toward interaction design and away from software design<br />CSS / Javascript<br />HTML<br />Controller<br />Business Logic<br />Data Model<br />
  12. Fake ARTIFACTS<br />Projects usually begin with extensive front-end prototyping tested against user stories and personas, not actual users<br />The belief is that ‘real’ technical prototypes are too expensive to develop<br />
  13. 3. Domain modelling<br />
  14. Avoiding Sorting by Document Type<br />
  15. A Web of Connected Things<br />
  16. A way of representing the important ‘things’ within as subject, and the relationships between those things<br />A way of using the subject knowledge of users and experts to influence software design<br />The first stage in the BBC’s process of designing new websites, and one of the few tangible artefacts<br />Inspired by Eric Evans’s ‘Domain-Driven Design’ book<br />What is domain modelling?<br />
  17. What a domain model looks like<br />ALBUM<br />LIVE<br />artists<br />release types<br />SINGLE<br />COMPILATION<br />releases<br />release events<br />tracks<br />labels<br />
  18. Talking to experts<br />Domain experts need not be technical, they just need to know their subject<br />They will help you understand the important and complex things<br />Break out the pencils and sketch their world back to them<br />
  19. Talking to users<br />round<br />competition<br />Use their language; learn how they speak, what they consider important and how they search<br />Users may understand the subtle differences between concepts, but can struggle to label them<br />Your aim is to capture their mental model<br />stadium<br />match<br />team<br />goal<br />player<br />
  20. stadium<br />competition<br />team<br />match<br />round<br />goal<br />player<br />Sketching a model to define Relationships<br />
  21. The differences between things<br />
  22. The canonical thing<br />Novel editions<br />Film adaptations<br />How about something like<br /><br />?<br />Wuthering Heights<br />The ‘Master Work’<br />Has a general sense of wutheringheightness.<br />Musical adaptations<br />
  23. Basic-Level categories and Prototypical Examples<br />car<br />dog<br />tree<br />Name a type of chair…<br />Name a type of bird…<br />
  24. Creating a ubiquitous language<br />Defines a common lexicon used by all members of the team, at all levels of the design<br />Labels for things can be informed by thinking about basic-level categories<br />Specific priority of things can be informed by thinking about prototypical examples<br />domain model<br />CSS classes<br />user labels<br />
  25. Don’t reinvent, link<br />In defining your subject, define the boundaries of your domain<br />Where objects touch existing models, use them instead of replicating them<br />If canonical content pages already exist on your website for domain objects, link to them<br />Don’t have more than one page covering the same topic<br />
  26. Test Understanding and iterate<br />Verify the model with experts and users as soon as possible<br />Check against business requirements and available content<br />It’s not too late to change, even after you’ve started building<br />
  27. Shared Model<br />+<br />Shared Language<br />+<br />Shared Understanding<br />=<br />Consistent USER EXPERIENCE<br />
  28. 4. BBC Programmes<br />
  29. The complex world of Television Shows<br />brand<br />series 14<br />episode<br />“Part 1”<br />version(sign language)<br />sub-series “The Prodigal”<br />
  30. brand<br />Episode 1<br />Episode 2<br />Episode 3<br />Sherlock <br />
  31. SHERLOCK BRAND<br />SHERLOCK SERIES 2<br />Series 1<br />Episode 1<br />Episode 2<br />Episode 3<br />Episode 1<br />Episode 2<br />Episode 3<br />Sherlock’s Future?<br />
  32. BBC Programmes domain model<br />brands<br />formats<br />genres<br />series<br />programmes<br />episodes<br />services<br />versions<br />broadcasts<br />on demands<br />
  33. Getting the data right<br />Massive amounts of content, so metadata needs to be captured during business as usual<br />Many data systems were built for production purposes, not for users<br />Quality of data capture and labels used varies across departments<br />Data needs to be reshaped to best fit the domain model<br />
  34. pages for Brands, Series and Episodes<br />
  35. Wikipedia<br />
  37. Principles of URI Design<br />Cool URIs should be<br />Hackable<br />Human-Readable<br />Persistent<br />
  38. Cool URIs don’t change.<br />
  39. Choosing a Nice URL design Pattern<br /><br />Don’t expose your technology. No-one cares and it might change anyway.<br /><br />Is it really series 1 until there’s a series 2? Will it be the same overseas?<br /><br />What if this show moves to BBC TWO or another network later?<br /><br />What if Radio 4 decide to do a programme called ‘Sherlock’ in the future?<br /><br />Hmm, well now that doesn’t make much sense at all!<br />
  40. The resultant URL<br /><br />The only thing we know for sure is that it’s a programme that can be uniquely identified<br />Using a unique ID isn’t human-readable, but is an acceptable compromise to get persistence<br />301 redirects can be used for a more marketing-friendly URL<br />
  41. A Page For Every Programme<br />
  42. From THE EDUCATIONAL…<br />
  43. …To The POPULAR.<br />
  44. Media rich page<br />Embedded video of the programme itself<br />Episode synopsis<br />Additional programme clips<br />Production stills<br />Contributors list<br />Web links<br />List of broadcasts<br />Track listings<br />
  45. Links Across to Other Subject Domains<br />PROGRAMME PAGE WITH TRACKLISTING<br />BBC MUSIC ARTIST PAGE<br />
  46. Making microsites<br />Model allows for fully-skinned and even restructured pages<br />Additional material can be associated at brand, series or episode level<br />Marketing URLs are redirected to the Programmes space<br />User experience is enhanced without undermining the structure<br />
  47. Telling the Stories within Stories<br />
  48. 5. BBC Food<br />
  49. A crowded MArketplace<br />
  50. HOW Google SAW THE SITE<br />
  51. What do we think about?<br />programme<br />ingredient<br />recipe<br />chef<br />dish<br />
  52. BBC Food domain model*<br />chef<br />ingredient<br />technique<br />recipe<br />programme<br />dish<br />*simplified version<br />
  53. Recipes: A rich source of Data<br />Roasted lobster with champagne souffle<br />Ingredients<br />1 cooked lobster<br />30g/1oz butter<br />30g/1oz plain flour<br />150ml/ 1/4 pint champagne<br />150ml/ 1/4 pint milk<br />1 tbsp Dijon mustard<br />1 free-range egg, separated<br />salt and black pepper<br />
  54. Unlocking new ways to Explore<br />
  55. The Dish as a Canonical Work<br />SEARCH QUERY<br />DISH PAGE<br />SPECIFIC RECIPES<br />
  56. Enhancing pages based on Popularity<br />
  57. Results<br />NetPromoter improved post-relaunch (58) <br />150,000 extra users each week from search engines alone<br />~20% share of UK recipes market<br />1.3m<br />650,000<br />OLD SITE<br />(weekly)<br />NEW SITE<br />(weekly)<br />
  58. Desktop TRAFFIC vs. mobile<br />89%<br />10%<br />1%<br />Of the top 2500 search queries November 2010 saw over 20% of searchers arriving via smartphones alone - an increase of 20% since October.<br />Source: Google Webmaster Tools<br />
  59. Where does Food traffic come from?<br />70%<br />30%<br />other<br />Most visitors arrive into the middle of a site, via a deep link, not via the homepage.<br />Source: Google Webmaster Tools<br />
  60. SO Which is the real FOOD homepage?<br />DESKTOP<br />MOBILE<br />GOOGLE<br />
  61. 6. BBC Wildlife<br />
  62. Showing How the Natural World Joins Up<br />Showcasing the BBC Natural History archive<br />Unlocking the value contained in complete programmes<br />Presenting content in new and useful ways<br />
  63. Unlocking New Ways to Explore<br />
  64. What does the Polar bear share with…<br />
  65. The Barn owl?<br />
  66. Both are polygynous<br />
  67. Hippopotamus<br />
  68. BBC Wildlife Domain Model<br />location<br />event<br />has location<br />individual<br />bio_event<br />participates in<br />is composed of<br />participates in<br />ecozones<br />cohort<br />features in<br />displays learnt behaviour<br />is aggregation of<br />is aggregation of<br />ecoregions<br />species<br />adaptation<br />has adaptation<br />is composed of<br />lives in<br />inhabits<br />is endangered<br />habitat<br />domicile<br />con_status<br />
  69. Using the Web as a CMS<br />
  71. The Linked data Cloud<br />
  72. Canonical Objects<br />
  73. Aggregations and Resources<br /><br /><br /><br /><br />
  74. Same URI scheme as Wikipedia<br /><br /><br />
  75. Curation to Add Context and Trust<br />
  76. 7. How we make websites<br />
  77. Develop a domain model<br />Talk to experts and end-users<br />List the important things and sketch relationships<br />Develop a ubiquitous language<br />Think only about the mental model, not webpages<br />
  78. Populate your data model<br />Work with a developer to translate your domain model to a data model<br />Look at your business data and reshape if necessary<br />Identify sources of linked data to enhance your product<br />Don’t reinvent where someone else has done the thinking<br />
  79. Design URIs<br />Design for persistence, hackability and human-readability<br />Maintain one URI only per thing<br />Don’t expose your technology in the URI<br />Don’t include taxonomy or other things that may change over time<br />Use web-scale identifiers where you can<br />
  80. Build pages<br />Start with simple stub pages for all your objects<br />Think about all representations, not just HTML<br />Design your document to put the most important things at the top<br />Consider requirements for caching and load-balancing<br />
  81. Apply layout and décor CSS<br />Layout your wireframe pages directly in the browser using CSS<br />Design for your least-able user first<br />Practice responsive design and use media queries<br />Progressively enhance using Javascript and AJAX, but don’t make them mandatory<br />
  82. Test and iterate<br />Test at every stage, from the domain model upward<br />Test not just interaction, but the conceptual model itself<br />Test with real people, not against personas or user stories<br />
  83. 8. What can you do now?<br />
  84. UX Thinking All the Way Down<br />User experience goes far deeper than presentation and interaction<br />Consider things like business logic, SEO, document design and URI design<br />Take your rightful place at the heart of service design<br />
  85. Think Things not documents<br />Design your content for a semantic web, modelling things and relationships<br />Understand the business you want to represent<br />Consider the domain modelling approach for projects of all sizes<br />
  86. Think of the Web as a Single Shared Space<br />The web was designed to be universal<br />Design your content to be pointable, sharable and used to plug gaps in the Web<br />Use the data published by others, and publish data of your own<br />
  87. Think Bottom-up everywhere<br />Don’t start from wireframes, but from the information itself<br />Put 70% of your effort into your ‘thing’ pages; your homepage is less important<br />Design for your least-able user first (that’s probably the Googlebot)<br />CSS / Javascript<br />HTML<br />Controller<br />Business Logic<br />Data Model<br />
  88. Team with a developer<br />Design in the browser, using CSS frameworks and code that references real data<br />Be agile and iterate often, putting your prototypes in front of users<br />Focus your personal development to meet the skills gap between IA and software engineering<br />Standards-based CSS framework<br />Standards-based web editor<br />Design in the absence of content is not design, it’s decoration.<br />Jeffrey Zeldman<br />Living, breathing wireframes!<br />
  89. Think How the web has changed<br />It’s still about making the shortest route to well-organised content<br />Primary routes to content have shifted from silos to aggregators<br />Design for a world where Google is your homepage, Wikipedia is your CMS, and humans, software developers and machines are your users<br />
  90. 9. In closing<br />
  91. The new Information Architect…<br />Thinks about real-world things<br />Thinks ‘user-experience’ from the ground up<br />Designs for mobile first<br />Designs for search and social media<br />Wrestles data from around the web, and publishes their own data back out<br />
  92. Beyond the Boxes and Arrows<br />The complexities of knowledge call for ontological structures<br />Relationship values attached to connections teach us how the world joins up<br />Reusing content and linked data across domains greatly unlocks value and maximises investment<br />
  93. Playing nice with The Other KIds<br />Has IA turned into UX?<br />Has this put the focus on interaction and presentation?<br />Can we make a more direct contribution to the building of web services?<br />What skills will that require?<br />Photo by Oliver Klink<br />The way to get started is to stop talking and start doing.Walt Disney<br />
  94. Thanks to<br />Michael Smethurst@fantasticlife<br />Silver Oliver @silveroliver<br />Chris Sizemore @onpause<br />Chris Thorne @songschris<br />Tom Scott @derivadow<br />Paul Rissen@r4isstatic<br />Patrick Sinclair @metade<br />Further Reading<br />‘How we make websites’ by Michael Smethurst<br /><br />‘How does the emergence of the semantic web change the way we think about information architecture?’ by Silver<br />‘Some thoughts on curation – adding context and telling stories’ by Tom Scott<br /><br />This presentation appearing soon at<br /><br />
  95. Picture Credits<br />THANKS TO<br /><br />cobalt/4330261604<br />dtaylor28/4369801559<br />debbcollins/4620829591<br />notm/1499506651<br />krustysplodge/1297721427<br />fcam/2476027735<br />peadar/2487923494<br />joncandy/3931662699<br />smaira/3721669619<br />phes999/1180686827<br />peterbecker/233071629<br />andertoons-cartoons/2517000136<br />benmcleod/11391970<br />89142790@N00/3212373419<br />danbri/2415237566<br />rapettif/4399201987<br />jjay69/4050882410<br />rwr/281039209<br />philip_d/2559996327<br />photos/saariy/2612208165<br /><ul><li>“Linking Open Data cloud diagram, by Richard Cyganiak and AnjaJentzsch.”</li>