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morville@semanticstudios.com




Design for
Cross-Channel Experiences

Samantha Starmer, REI
Peter Morville, Semantic Studios




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who am I?   morville@semanticstudios.com
morville@semanticstudios.com




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Agenda
9:00 - 9:15     Introductions
9:15 - 10:30    IA: Beyond the Web (Peter)
10:30 - 11:00   Coffee Break
11:00 - 12:00   What is X-Channel? (Samantha)
                Exercise #1: Experience Opportunities
12:00 - 1:30    Lunch Break
1:30 - 2:30     X-Channel: How (Peter & Samantha)
2:30 - 3:30     Exercise #2: Experience Mapping
3:30 - 4:00     Coffee Break
4:00 - 5:00     Q&A, Discussion, Closing Remarks                        6
morville@semanticstudios.com




Slides
Samantha’s
http://www.slideshare.net/sstarmer/



Peter’s
http://www.slideshare.net/morville/
http://semanticstudios.com/xchannel.pdf
http://prezi.com/aafmvya6bk7t/understanding-information-architecture/



                                                                       7
morville@semanticstudios.com




                Ubiquitous IA
                Cross-Channel Strategy


Peter Morville, IA Summit 2012                         8
morville@semanticstudios.com




#dtdt




                              9
morville@semanticstudios.com




                             Architecture
                             Design
                             Technology




Information Architecture: It’s What You Do First.
                                                          10
morville@semanticstudios.com
Polar Bear IA

    in•for•ma•tion ar•chi•tec•turen.

    •   The structural design of shared
        information environments.

    •   The combination of organization,
        labeling, search, and navigation
        systems in web sites and intranets.

    •   The art and science of shaping
        information products and experiences
        to support usability and findability.

    •   An emerging discipline and
        community of practice focused on
        bringing principles of design and
        architecture to the digital landscape.

                                              11
morville@semanticstudios.com
morville@semanticstudios.com
morville@semanticstudios.com


Fragmentation
  Fragmentation into multiple
  sites, domains, and identities is
  clearly a major problem. Users
  don’t know which site to visit
  for which purpose.


Findability
  Users can’t find what they need
  from the home page, but most
  users don’t come through the
  front door. They enter via a web
  search or a deep link, and are
  confused by what they find.
  Even worse, most never use the
  Library, because its resources
  aren’t easily findable.
morville@semanticstudios.com




Visual Thinking
Unwritten Rule #1

“Whoever best describes a
problem is the person most
likely to solve the problem.

…or, whoever draws the best
picture gets the funding.”




                               15
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                 Web Strategy


1. One Library




2. Core Areas




3. Network Intelligence


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Experience Across Channels




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                    19
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     Search is a Complex, Adaptive System




Source: Search Patterns (2010)                       20
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                    21
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Where architects use
forms and spaces to design
environments for inhabitation,
information architects use
nodes and links to create
environments for understanding.
Jorge Arango, Architectures




                                22
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                                                                                                 23
Bill Verplank, IxD11 Opening Keynote, http://vimeo.com/20285615 (00:19:30)
morville@semanticstudios.com




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“Desire Lines”                                                  25
Photo: Berkeley Path Gallery by Kevin Fox
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Experiences Across Channels
morville@semanticstudios.com




               The Future of Mobile Search




  Location Aware
Location Aware       Query byby Wandering
                      Search Wandering           Multisensory



                                   The Future of Mobile Search
morville@semanticstudios.com
morville@semanticstudios.com

                                       World’s Best
                                   Information Architect




                                                          31
Source: Subject to Change (2008)
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“Collaborative Consumption
describes the rapid explosion
in traditional sharing,
bartering, lending, trading,
renting, gifting, and swapping
reinvented through network
technologies on a scale and in
ways never possible before.”




                             34
morville@semanticstudios.com
        Desktop




                                Mobile



Kiosk
                                      35
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Up The Stairs
“How do we make it easier for people to learn about multi-channel possibilities?”
http://findability.org/archives/000640.php
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morville@semanticstudios.com
Sensors        morville@semanticstudios.com




•   Location (GPS)
•   Orientation (Compass)
•   Motion (Accelerometer)
•   Orientation/Motion (Gyroscope)
•   Touch (Multi-Touch, Gestural)
•   Light (Ambient)
•   Proximity
•   Device (Bluetooth)
•   Audio (Microphone)
•   Image/Video (Camera)
•   RFID (Soon)
                                                         39
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                    40
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“After a half-hour, a three-tone alert sounds…If the
bottle still has not been opened, the system makes an
automated reminder phone call to the patient or a
caregiver. The GlowCap system compiles adherence data
which anyone can be authorized to track. That way the
doctor can make sure Gramps stays on his meds.”
                                                             41
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                    43
morville@semanticstudios.com
              find·a·bil·i·ty n
                  The quality of being locatable or
                  navigable.

                  The degree to which an object is
                  easy to discover or locate.

                  The degree to which a system or
                  environment supports wayfinding,
                  navigation, and retrieval.
                  am·bi·ent adj
                    Surrounding; encircling;
                    enveloping (e.g., ambient air)
the ability to find anyone or anything
     from anywhere at anytime                          44
morville@semanticstudios.com

David Rose
ambientdevices.com




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BrainPort

  Camera in glasses
  captures video.

  Image recreated on
  grid of 400 electrodes.

  User feels the shape
  on the tongue.

  Brain learns to see
  through the tongue.
                      49
Touchpoint Taxonomy            morville@semanticstudios.com
                                                            Media
                                                            Book
                Channel               Platform              Newspaper
                Web                   Web                   Magazine
Product         Social Media          iOS                   Video
Packaging       Email                 Android               Audio
Print Catalog   Messaging                                   Poster
                                      Mac OS X              Billboard
                Telephone
Call Center     Print
                                      MS Windows
Website
Blog                                                Context
Facebook                                            Home
Twitter                                             Work
                                                    Walking
YouTube         Device                              Driving
Email           Desktop                             Shopping
Direct Mail     Laptop
                               Scale
                                                    Plane
Radio           Mobile                              Party
                               Covert
                Tablet                              Personal
Television      Television
                               Mobile
                                                    Social
                               Personal
                Kiosk                               Location
                               Environmental
                                                    Time
                               Architectural
                                                    Task
                               Urban                               50
morville@semanticstudios.com




   reFraming
1. Classic Information Architecture(Polar Bear).

2. Web Strategy (Web, Mobile, Social).

3. Cross-Channel Strategy (Physical, Digital).

4. Intertwingularity (Ubiquitous, Ambient).




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                    52
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       What is Information Architecture?




http://www.maya.com/the-feed/what-is-information-architecture                       53
morville@semanticstudios.com




What architects do for
buildings, information architects do
for…
morville@semanticstudios.com




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“There is a problem in discussing systems only
with words. Words and sentences must, by
necessity, come only one a time in linear, logical
order. Systems happen all at once. They are
connected not just in one direction, but in many
directions simultaneously. To discuss them
properly, it is necessary to use a language that
shares some of the same properties as the
phenomena under discussion.”
morville@semanticstudios.com




"In an era of cross-channel
experiences and product-service
systems, it makes less and less
sense to design sitemaps and
wireframes without also..."
morville@semanticstudios.com




  “…mapping the customer journey, modeling the system dynamics, and
analyzing impacts upon business processes, incentives, and the org chart."
morville@semanticstudios.com




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The fast parts learn, propose, and
absorb shocks; the slow parts
remember, integrate, and constrain.

The fast parts get all the attention.
The slow parts have all the power.

Steward Brand on “Pace Layering”
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Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
http://is.gd/iaprezi
    morville@semanticstudios.com
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Agenda
9:00 - 9:15     Introductions
9:15 - 10:30    IA: Beyond the Web (Peter)
10:30 - 11:00   Coffee Break
11:00 - 12:00   What is X-Channel? (Samantha)
                Exercise #1: Experience Mapping
12:00 - 1:30    Lunch Break
1:30 - 2:30     X-Channel: How (Peter & Samantha)
2:30 - 3:30     Exercise #2: Experience Mapping
3:30 - 4:00     Coffee Break
4:00 - 5:00     Q&A, Discussion, Closing Remarks                      66
morville@semanticstudios.com




                A Framework for
                Cross-Channel Strategy


Peter Morville, IA Summit 2012                       67
morville@semanticstudios.com




                    68
morville@semanticstudios.com
                             goals, strategy, brand,
                             process, technology,
                             resources, politics, culture…




objects, types, metadata,      audiences, user needs,
 structure, relationships,     use cases, mental models,
 source, volume, growth        vocabulary, behavior
                                                           69
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                    70
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Design Principles




                                        71
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Cross-Channel Strategy
                      http://findability.org/archives/000652.php



Composition         multi- or cross-channel; mix of
     platforms, devices, media; coherence

Consistency          brand, features, organization, interaction
                     balanced against value of optimization

Connection           links, tags, signs, maps; call to action

Continuity           bookmark, resume playback, flow
Context              personal, social, location, time, task
                                                                       72
Conflict             identify/resolve, org chart, free-riding
morville@semanticstudios.com




Adapted from Cross-Platform Service User Experience
                                                                       73
          portal.acm.org/citation.cfm?id=1851637
morville@semanticstudios.com




Today's “service systems” may include interrelated
sub-systems (e.g., person-to-person, self-service)
across multiple locations, devices, and channels; and
customer satisfaction is “influenced by the extent of
integration and consistency” across those channels.

Bridging the “Front Stage” and “Back Stage” in Service System
Design by Robert J. Glushko and Lindsay Tabas




                                                                  74
morville@semanticstudios.com

Craft beautiful designs that deliver a quality experience
to your users no matter how large (or small) their display.
    1. Fluid Grids
    2. Flexible Images
    3. Media Queries




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Why Separate Mobile & Desktop Webmorville@semanticstudios.com
                                                     Pages at Bagcheck?
                With a dual template system, we were able to optimize:
                    1.   Source Order
                    2.   Media (Speed, Quality, Interaction)
                    3.   URL Structure                              Navigation
                    4.   Application Design                         at Top




Navigation at
     Bottom



                                                                       77
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                                        Mobile




                                                                     78
Source: Mobile First (2011) by Luke Wroblewski
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                                                                     79
Source: Mobile First (2011) by Luke Wroblewski
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Transmedia Design by Jakob Nielsen                         morville@semanticstudios.com
http://www.useit.com/alertbox/3-screens-transmedia.html


“The highest-value use will stay predominantly on desktop.”
                                                          PC
                                                          Big Screens
                                                          Better Input Devices
                                                          Faster Bandwidth
                                                          Hardware Oomph
                                                          Software Maturity
                                                          Printing



                                                          Mobile
                                                          “The best computer is
                                                          the one you have with
                                                          you.”




      “Most companies must support both device classes
      …with separate UI designs.”                                              86
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To make the right decisions about composition and
consistency, you need a cross-channel strategy.


                                                        87
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Design for Connection




                             88
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Over 50% of REI
online business is
picked up in a store.


                              89
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Barcode
Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)




QR Code
Initiates a Response (e.g., URL, Message, Phone, SMS, Email)




                                                                                   92
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Price Check
Product Detail
Endless Aisle                        94
Continuity   morville@semanticstudios.com




                                 95
Conflict   morville@semanticstudios.com




                               96
Context   morville@semanticstudios.com




                              97
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Cross-Channel
   We must leave our
               Marathon
comfort zones, cross-train,
    and collaborate.




               Triathlon                          98
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Source:delightability.com




                                               103
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                      Mental Models
Tasks




Features

           http://www.rosenfeldmedia.com/books/mental-models/          104
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http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map
                                                                      107
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UX Swimlanes




                                  109
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                                               110
Urban Sensing by Dan Hill
Resources   morville@semanticstudios.com




                                111
morville@semanticstudios.com




IA Therefore I Am
Peter Morville
morville@semanticstudios.com

Understanding IA (Prezi)
http://is.gd/iaprezi

Blog
http://findability.org/

Twitter
@morville
                                              112

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