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Better
Cross-Channel
Experiences
With
Metadata        @AdamUngstad
                #XChannelMetadata
Metadata enables...
consistency
context
interoperability
in
cross-channel experiences
by facilitating
structured
information exchanges.
what is metadata?
information
       about
information objects
the content
the containers
of information objects
what is an
information object?
Document
3 Types of Metadata
Descriptive
Administrative
  Structural
Descriptive
discover & identify
Date
Colour
Version
Category
Make
Origin
When used with UX
techniques such as
Faceted Search
Descriptive metadata...
...enables context.
Administrative
manage
Status
Expiry Date
Content Owner
Access Rights
Intellectual Property
Right content
  Right time
Right channel
  Right user
When used with UX
techniques such as
Content Strategy
Administrative metadata…
…enables consistency.
Structural
composition
of compound objects
Name
First Name


Middle Initial


Last Name
First Name        Other Given Names
       cv                 cv
Surname

Surname (Birth)
                  cv
Surname (Previous)
               cv
When used with UX
techniques such as
Form Design
Structural metadata
enables interoperability.
Channels
Multi-Channel
Website   SMS   Mail   In-Store   Phone
Website   SMS   Mail   In-Store   Phone
Website   SMS   Mail   In-Store   Phone
Cross-Channel
Website   SMS   Mail   In-Store   Phone
Website   SMS   Mail   In-Store   Phone
Moving between channels
requires
information exchanges.
So how do we
exchange information?
3 Sides of
Information Architecture
Presentation
Storage
Exchanges
Exchanges
each side has a
unique structure
exchanges
X
X   Y
X       Y
    Z
Z
Z

Org 1
                            Org 4




        Org 2       Org 3
What is ‘Z’?
Metadata Standards
RDF
                 Z

Org 1
                          Org 4




        Org 2     Org 3
Z
                NIEM


Org 1
                           Org 4




        Org 2      Org 3
DUBLIN
                  Z
                 CORE



Org 1
                              Org 4




        Org 2         Org 3
Good
                   Z
                Relations




Org 1
                                Org 4




        Org 2           Org 3
Z
                OASIS


Org 1
                            Org 4




        Org 2       Org 3
XML
                 Z

Org 1
                          Org 4




        Org 2     Org 3
standards
enable exchanges
exchanges
enable data linking
what is defined by a
metadata standard?
Semantics
meaning
“bench”
Syntax
expression
capsicum
pepper
Name
3ric?
St. Germaine?
Lexical Rules
words
Name
The Cookie Monster?
Talula Does The Hula From
         Hawaii?
Experiences
If a pepper is an
information object...
...a user is one too.
Website   SMS   Mail   In-Store   Phone
is an experience
‘one size fits all’?
experiences must
 be personalized
previous experiences
memories
expectations
wants
interests
aspirations
behaviours
each channel
must know the user
users are not an
exchange mechanism!
X       Y
    Z
never ask for
something twice
you only get
one first chance
What to do on Monday:
1. make metadata a priority
link metadata to ROI
reduce inefficiencies
create loyalty
2. define your data
information objects
content assets
users
relationships
1:1
 1 : many
many : many
1:1
 1 : many
many : many
is part of
is delivered by
  is used with
Ontology
Mental Models
@indiyoung @rosenfeldmedia
Contextual Inquiries
Diary Studies
discover
what needs to be defined
specify
semantics
   syntax
lexical rules
start with a
controlled vocabulary
3. identify exchanges
internal & external
Journey Map
@uxjam
Business Origami
@jessmcmullin
happy paths
unplanned paths
4. build the infrastructure
start small
build on what exists
borrow & reuse
you have to start
  somewhere
build better
cross-channel experiences
with metadata
Thank You!
@AdamUngstad

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Better Cross-Channel Experiences With Metadata - Information Architecture Summit 2012

Editor's Notes

  1. enables findability
  2. Sometimes you want a broader contextSometimes you want a narrower context
  3. User facingNavigationTaxonomies & controlled vocabularies influence designLiquidDynamic
  4. Relational database format1:1, 1: Many relationshipsInfluences presentation If something is not stored properly it will not be displayed properly
  5. Semantic exchanges
  6. at least the ones that we are paid to design
  7. what was their last interaction like?
  8. what was their last interaction like?
  9. what was their last interaction like?
  10. watched star wars – mayber they’re interested in star trek