Designing Goal-based Experiences

Design For Goals
Tutorial: JBoye 09

Joe Lamantia
Independent Consultant

15 years: design, technology, business
write & speak: user experience – ubicomp

JoeLamantia.com
@mojoe
joe.lamantia@gmail.com

Goals*

Experiences
Real*

Todayʼs Menu

Introductions & Background - 20 min
Understanding Audiences - 40 min
Break - 10 min
Modes, Scenarios, Patterns & Life-cycles - 60 min
Break - 10 min
Design - 20 min
Lessons - 20 min

Designing the Experience of Information Retrieval : Janus Boye Conference 2009 Joe Lamantia 4

Background


Partnership with Keane
Information Collection and Business
Surveyor Project Profile Process Transformation

Client: Leading Provider of Credit Ratings, Research and Risk Analysis for Fixed-Income
Securities and Other Obligations

Business Need: Evolve the website into a more compelling information delivery
environment that is superior to competitor sites, promotes the companyʼs overall business
objectives, and meets the needs of business users, shareholders, issuers and investors

Strategic Goals
• Usability: Identify usability issues and recommend areas of improvement to ensure that customers and stakeholders
will use it because they want to, not because they have to
• Scalability: Define a site architecture that is clearly capable of supporting future increases in user base and functional
capability
• Flexibility: Define a site structure that allows for functional enhancements to made easily within a reasonable time-to-
market
• Reliability: Verify that the right architectural components, monitoring tools and operational practices are being used to
ensure that the site is stable and continues to run smoothly
• Manageability: Develop a build vs. buy strategy that makes the most efficient use of internal resources


Scope


Scope

Address the full spectrum of global ﬁnance
• Worldwide and real time

• All activities & topics


Scope



700,000 documents
• Refresh 1000 / day

• Diverse formats; pdf, doc, txt


Scope



700,000 documents


Millions of data points (ratings)
• Qualitative and quantitative


Scope



700,000 documents



25 Services & products on-line
• Combining documents and data

• Business intelligence, analysis / synthesis capabilities


Scope



700,000 documents





Multiple delivery channels
• Web applications, desktop applications, data feeds, document repository, web repository


Scope



700,000 documents





Multiple delivery channels
• Web applications, desktop applications, data feeds, document repository, web repository

Diverse customers
• 100,000 users

• All perspectives


Current Limitations

Barriers to Ratings and Research Expansion
Clients can only realize the value of Client research if they can ﬁnd it

User Issues Business Impacts
 Ineffective Basic & Advanced Search  Detracts from the value of Client ratings and
research
 No document cross-referencing
 Limits ability to attract and retain “non-captive”
 Ability to browse content tedious at best
customers in new markets

Example Scenario: Search for Relevant Research

Senior
Credit
Analyst

! ! ! !
Client.com “quick search” for “Quick search” by “Ticker” for Advanced Search; Leaves Client.com and finds
“British Air”; no search BAY.L; no search results non-intuitive interface desired content on
results found found competitor’s website

“You have to know what you’re looking for” — Senior Credit Analyst, AIG Global Investment Group


Problem Example: Barriers to Value Perception

A poor user experience lowered perceptions of Client

Example Scenario: View Latest Research

Ratings
Advisory

! ! ! !
Detail page contains assorted Related Research tab shows a Research is split across a Goes to competitor’s site first,
links and tabs; content not seemingly random list of number of ill-defined doc because competitor’s site is
on one page assorted documents types, published at easier to use
different times





Ratings
Advisory

! ! ! !
different times

“I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…”
— Director, Global Ratings Advisory





Ratings
Advisory

! ! ! !
different times

“I’ll go to (a competitor’s site) first, then I’ll go to (the company’s) if I have the time…”
— Director, Global Ratings Advisory

User Issues
 Research content is inconsistent
Business Impacts
 Hampers deepening of relationships
 Related research functions are ineffective
with established clients
 Sites are difficult for users to understand
 Detracts from the company’s reputation as an
and navigate
authoritative source of high quality info


Business Problems

Client.com could not effectively support growth because it failed to meet users’ needs

Barriers to Product Adoption
Data & Employees
 Limited integration of data and features
Analytics  Lack of common user experience

Data & Analytics Markets
Quantitative Users

Barriers to Ratings and Research
Xyz Ratings & Expansion Adjacent Markets
Research  Ineffective Basic & Advanced Search Equity Investors, Hedge Fund Managers

 Limited related research navigation
Traditional Markets
Issuers, Intermediaries & Fixed
Barriers to Emerging Market Income Investors

Global Development
 Numerous barriers to getting basic information
Expansion  Lack of integration between the main website and local
Emerging Markets
New Issuers, Intermediaries, & Investors
content

Non-Client Users
Barriers to Value Perception Shareholders, Regulators, Recruits

Co Maintain  Inconsistent research content & Journalists

Integrity &  Sub-standard user experience
Reputation


Recommendations by Theme

 Develop an information taxonomy and ontology

1 Information Retrieval
 Extend metadata collection
 Implement a robust search architecture
 Build user-centric search interfaces

2
 Implement a services-based architecture with a well defined business tier
Growth Capacity  Standardize information supply chain, leveraging Module-3 designs,
infrastructure and investment

3
 Develop a unified service delivery platform
User Centric Design  Consolidate & standardize content
 Create a user-centric site structure

4
 Unify core web site and regional sites
Global Site Strategy  Support multiple approaches to affiliate site integration
 Support translation of research content as needed

5 Governance
 Establish cross-discipline oversight groups
 Formalize product consistency "checkpoints"


36-Month Roadmap

Phase 1: Foundation & Usability Phase 2: Consolidation & Scalability Phase 3: Integration & Flexibility

Track 1: Information Retrieval

Architecture, Design, Metadata Collection Metadata Collection Metadata Collection
POC
& Vendor Selection Baseline Automation Support Social Tagging

Taxonomy/Metadata Taxonomy/Metadata Taxonomy/Metadata
Mgmt. Baseline Mgmt. Automation Support Mgmt. Social Tagging

Search Search Search
Baseline Term Expansion Key Identification

Track 2: Unified Service Delivery

UE Site Architecture UE Core Web Site
Aggregated Market-Centric Pages
Diff. & Design POC Implementation

Migration Data Architecture
Product Migration
Planning Foundation Imp.

Track 3: Global Site Support

Country/Lang Affiliate Integration
Selector Support

Migration
Global Site Migration
Planning

Improved Local
Language Support

Track 4: Governance

Governance Tax./Ont. Content/Publication
UE Governance Arch Governance Ongoing Governance & Oversight
Planning Governance Governance

Product Lifecycle Process
Improvement


Information Retrieval

Goals and Recommendations

Goals Recommendations

 Provide enhanced support for related  Develop an information
research identification and retrieval taxonomy and ontology

 Implement robust document and content  Extend metadata collection
categorization to enable more effective
keyword searches  Implement a robust search architecture

 Enable efficient topical searching of all
 Build user-centric search
documents and content interfaces

 Develop advanced search capabilities that
align to industry best practices



Build User-Centric Search Interfaces

Integrated and full-featured search interfaces will increase the effectiveness of Client search

Current State Future State

Search Suggestions
(i.e. Did you N/A
mean?)

Matching Issuers Client.com
(grouped by
business line) Search Results

Did you mean? Refine Search

Matching Issuers

Matching Research Save Search
(Document Title) Matching Research

Other Results
Modify Alerts

Matching Research
(Full Text)

Other Matches
(i.e. site content, N/A
products, etc…)






Integrate
Search Suggestions
(i.e. Did you Results
N/A • Improves
mean?)
usability of the
search interfaces
• Increases the
probability of
finding the
desired result
(grouped by
business line) Search Results


Matching Issuers


Other Results
Modify Alerts

Matching Research
(Full Text)

Other Matches
products, etc…)






Integrate Suggest
Search Suggestions
(i.e. Did you Results Alternate
N/A • Improves Searches
mean?)
usability of the Provides
search interfaces alternate
• Increases the search terms
probability of such as
finding the corrections
desired result of CRSspelled
(grouped by
business line) Search Results words


Matching Issuers


Other Results
Modify Alerts

Matching Research
(Full Text)

Other Matches
products, etc…)






Integrate Suggest Group
Search Suggestions
(i.e. Did you Results Alternate Results
N/A • Improves Searches Provides
mean?)
usability of the Provides user with
search interfaces alternate context to
• Increases the search terms help
probability of such as interpret
finding the corrections result sets
(grouped by


Matching Issuers


Other Results
Modify Alerts

Matching Research
(Full Text)

Other Matches
products, etc…)






Search Suggestions
mean?)
(grouped by


Matching Issuers


Other Results
Modify Alerts

Matching Research
(Full Text)

Provide Other
Matches
• Includes non-
Other Matches research
(i.e. site content, N/A document
products, etc…)
content such as
Rating Definitions
eliminating need
for users to
know what content
is and is
not searched





Search Suggestions
mean?)
(grouped by


Matching Issuers


Other Results
Modify Alerts

Matching Research
(Full Text)

Provide Other Support Derivative
Matches Actions
• Includes non- • Allows refinement of
Other Matches research search criteria based
(i.e. site content, N/A document on initial results
products, etc…)
content such as • Enables saving search
Rating Definitions criteria for future use
eliminating need • Provides framework to
for users to modify alerts
know what content preferences based on
is and is search results (and/
not searched or setup RSS feeds)

Understanding Audiences


Audiences: Overview of User Groups

Customers Users (non paying) Client Services Client Analysts

This group utilizes Client.com to
This group includes the range of
support diverse purposes This group provides Client.com Client analysts create the
Client.com customers, from
inlcuding research and customers with service and valuable research and data
Ratings Advisors to Credit
regulation, that are not support for the research and data delivered to customers via
Analysts and Portfolio Managers
connected to a credit issue or or analytics offerings delivered Client.com. Client Analysts
other buying or selling decision. via the web site. It includes specialize in a particular area of
customer facing roles, as well as the market, and often have
IT staff, and Issuer Relations. contact with customers needing
additional clariﬁcation or insight
into Client actions and
viewpoints.

Designing the Experience of Information Retrieval : Janus Boye Conference 2009 99 Joe Lamantia 16

“Personas”

Client Analysts
Group 4

Access to all types of information is needed at
every moment of every day

Analysts Needs/Goals
•Easy access to research written by other Client analysts
•Views of underlying data to support analysis when talking with customers
•Ability to monitor publications on topics and industries related to their expertise

Analysts Key Opportunities
•Change perceptions of IR effectiveness by creating focused tools for specialized IR needs
•Create focused tools for other job needs, such as document management
•Provide cross-reference capabilities


“Access to all types of
information is needed
at every moment of
every day.”


Track Differentiation
Breadth vs. Depth

Track 1 took a deep dive into the requirements surrounding information retrieval, while
Track 2 took a broader and shallower view of the entire set of requirements.

Breadth
Track 2:
U.S.D.

Key

Phase 1

Phase 2
Depth
Phase 3
Track 1:
Info
Complete Scope

Retrieval
Client.com

Track 2: Track 3:
Products Global


Understanding Experiences

Why are people here?

What are they doing?


Design Research

Declarative Demonstrative

Design Research

Structured Open


Design Research

Structured Open


Quantitative Qualitative

Design Research

Structured Open



Individual Group

Design Research

Structured Open



Descriptive Predictive

Individual Group

Research Techniques


Research Techniques

Customer interviews


Research Techniques

Customer interviews
Site visits


Research Techniques

Customer interviews
Site visits
Contextual inquiry


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs
Heuristic review


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs
Heuristic review
Usability testing


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs
Heuristic review
Usability testing
Expert interviews


Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs
Heuristic review
Usability testing
Expert interviews
Concept mapping

Research Techniques

Customer interviews
Site visits
Contextual inquiry
Log analysis
Query logs
Heuristic review
Usability testing
Expert interviews
Concept mapping
Task analysis Designing the Experience of Information Retrieval : Janus Boye Conference 2009 Joe Lamantia 24

Method: Understanding Goals


Grounded Theory

If your research goal is accurate description, then
another method should be chosen since Grounded
Theory is not a descriptive method.
Instead it has the goal of generating concepts that
explain people’s actions regardless of time and place.
The descriptive parts of a GT are there mainly to
illustrate the concepts.
http://en.wikipedia.org/wiki/Grounded_theory


Grounded Theory

What most differentiates grounded theory from
much other research is that it is explicitly
emergent. It does not test a hypothesis.

It sets out to ﬁnd what theory accounts for
the research situation as it is.

The aim, as Glaser in particular states it, is to
discover the theory implicit in the data.


Design Research


Interviews

Raw Goals

Root Goals

Objects

Concrete Goals

Understanding User Goals

Raw Goals
Read operating guidelines

Scan technical support requests

Review installation instructions

Review technical speciﬁcations



Root Goal
Review
“To examine in detail”


User Goals

Assess means to make a judgement or decision about, considering relevant
factors

Compare means to review the similarities and differences of two or more
examples of the same type of thing by looking at them in detail

Find means to learn the location and status of

Identify means to distinguish by the use of speciﬁc criteria

Locate means to become aware of where and how a thing may be found, and /
or contacted.


User Goals

Monitor means to track the status and location of

Obtain means to acquire and retain for other purposes

Review means to examine in detail

Save means to store and keep

See means to be presented with in a manner that makes assumed
relationships or characteristics apparent

Understand means to consider all available points of view or sources of
information on a topic / item / situation, and formulate an opinion and frame of
reference for oneʼs own purposes.



Objects (Nouns)
Analyst report
Rating
Insurer

Issuer Security

Rating Type
Country


Concept Maps


Modes



Concrete Goal
“Root goal + [object]”

Review ratings
Review issuers
Review securities
Review reports
Review rating types


User Goals


“When you
come to a fork
in the road...
...take it.”

Exercise: Interviews


Situation

Your company
• Helps people buy and sell property

• Rates the value of properties, and analyzes the property market for the whole world

• You offer these ratings and reports online

• Customers pay for access to the reports and ratings

• You will improve the on-line tools people use to ﬁnd reports and ratings.

Audiences & Customers
• Buyers want to purchase properties

• Sellers want to sell their properties

• Brokers want to help buy and sell properties for clients


Interviewing

Get people to tell stories
Ask open questions: Who? How? When?
Active listening, not leading.
Reach for depth, context & richness.

Extend: And then? After that? What else?
Broaden: Similar to / like ____?
Examples: An example is _____?
Detail: Speciﬁcally ____?
Background: Why? Because...?
Negation: You donʼt ___? Why not?
Test: Never? Always? Everyone?
Doublecheck: You said _____. Is that right?


Interview!
Listen for repeated / similar tasks
Identify verbs
Identify nouns
Emotions = importance



Concrete Goal
“Root goal + [object]”

Review ratings
Review issuers
Review securities
Review reports
Review rating types


Understanding Needs

What root goals did you hear?

What objects?

What concrete goals?


Findings


User Feedback



Why are people here?



“To retrieve
information”



What are they doing?



“Retrieving
information”


User Goals


Break (5 min)



How do they __?


Modes

cross-channel & cross-media
interaction centric
emerge from user behavior
group diverse activities


Modes


Modes

“…a broad but identiﬁable method,
mood, or manner that is not
tied
exclusively to a particular
form or genre.”

http://en.wikipedia.org/wiki/Mode_(literature)


Modes

4 Modes of Information Retrieval
Seeking & Finding
Visiting Stable Destinations
Monitoring
Taking Delivery


Modes

Seeking & Finding
The seeking mode focuses on traditional searching, but includes
other activities such as narrowing sets using cumulative
parameters, ﬁnding with/in faceted systems.
Seeking &
Finding
The key characteristic of seeking mode is that, users bring the
situations and contexts (like search results) they encounter into
existence by seeking them out.

When seeking, users encounter ﬂuid destinations within the larger
information environment based on what they are looking for, and
how they are looking for it.

A classic example of seeking mode is a user who poses an ad-
hoc query via a search interface, and sorts through the list of
search results returned in response.


Modes

Seeking & Finding
Finding could take the form of active searching by posing queries
to a search-style input experience.

Seeking &
Finding could also take the form of reﬁning a list of potentially
Finding
useful items based on facets of the content.

Users may not know in advance what ﬁnding activities will yield.

Users may receive a set of search results that includes many
different types of items, from many different authors or content
sources that conceptually relate to what they began looking for
based on mappings of terms and concepts.


Modes

When visiting stable destinations, users encounter stable places
within the information environment that exist regardless of the
user's activities.
Visiting Stable
Destinations
Destinations will offer users a set of things they know in advance
and expect to encounter. Persistence could be conceptual only,
reﬂected in navigation elements, or made part of the user
experience via any number of mechanisms.

All destinations have a focus of some kind, such as a topic, or
product, or event, and may be deﬁned by the intersection of
several focuses, such as products or documents created by one
person that are related to a topic or event.


Modes

Destinations could take the form of pages that assemble content,
research, ratings, and functionality either dynamically based on
business rules and proﬁle information or manually selected by
Visiting Stable Client.com staff or the users.
Destinations
Destinations will likely change based on business rules and user
context, as well as changes in the items available within the
environment.

A good example of a stable destination is the Arts page of the
New York Time online; the articles and the art they concern
change constantly, yet users know what to expect when they
visit. The page is a visible part of the environment conceptually
(as a category) and in terms of navigation, and is easily
accessible directly from outside the environment.


Modes

Monitoring


Modes

Monitoring
Monitoring effectively extends the user experience and
information retrieval capabilities beyond the boundaries of the
originating environment, and allows users to know in advance
what they will ﬁnd or encounter when they enter the environment.
Monitoring

For example, a user may wish to monitor the publications
concerning an issue in their portfolio; while the contents of new
publications would vary, every notiﬁcation they receive would
concern a known issue.

Monitoring requires messages or communication tokens,
commonly email, RSS, or SMS, but could take many other forms
as well.


Modes

Delivery
In this mode, users do not have to enter the environment at all to
retrieve information, enabling them to further goals without
increasing acquisition costs or effort.

Delivery
Delivery could take the form of packages of documents or other
content dispatched to users via numerous channels, such as
RSS, email, SMS, etc.

Receiving delivered items is the least active mode we deﬁned for
users, allowing them to retrieve information without actively
seeking, visiting a destination, or monitoring the environment.

Good examples of delivered information are the iconic stock
ticker, RSS feeds for blog postings, and email publications.


Modes

Monitoring Seeking

Fluidity

Visiting Stable
Delivery
Destinations

Activity

Other Modes

Environment: transactional, siloed

Creative
Social
Collaborative
Competitive


What is the experience?


Scenarios


Scenarios

Forward looking
Narrative
Communicate Vision
Speaks local language
Persona > Goal = Experience


Understanders and Decision Makers

Scenario: Evaluate New Issue

William C. | Credit Analyst
Customer evaluates new issue quickly

William, a Credit Analyst, William turns to Client.com, The destination lists initial The issue destination also
sees in his Bloomberg and searches for information ratings and research for the offers a list of peer issuers
console that a hospital he on the issue by entering the issue. (similar hospitals, or in the
watches has offered a new CUSIP. same region), as well as
issue. William also finds the most their senior un-secured
William is taken directly to recent publications on the ratings.
the destination for the new issuer and the industry the
issue. issuer belongs to, and a link A summary and extract of
F to the destination for the F F
Client most recent credit
S issuer. S opinion on the issue and S
issuer appears as well.

William reads the
summaries, considers the
ratings, and formulates an
opinion about the new issue
based on the collected
information Client.com
presented.

F
S

IR Modes Referenced
F Finding M Monitoring
S Stable Destination D Delivery


Research and Ratings Originators

Scenario: Rate New Issuer

Rebecca M. | Client Analyst
Client Analyst understands new domain to rate a new issuer

Rebecca is a Banking Analyst Rebecca visits the Latin With an overview of the Rebecca visits the
for Client, focused on Latin American banking group activity in her field by other destination for the Japanese
American banks. She needs destination. She is offered analysts,Rebecca moves on parent.
to rate a new issuer - a links to destinations for new to the linked new issuer
Chilean bank whose parent issuers, all analysts tracking page, which collects all Here she reviews current
company is domiciled in Latin American banks, and recent publications ratings and the ratings
Japan. recent rating actions taken concerning the issuer, shows history for the parent, as
on issues in Latin American the latest rating available for well as a summary of the
Rating this issuer requires banking. the Japanese parent most recent credit outlook
Rebecca to understand S company, and links to the S and credit opinion Client has S
subjects outside her destination for the parent published about the parent.
expertise. company.

Rebecca has stronger She visits the destination for Rebecca contacts two of the
context, but would like to Latin America, which analysts, to discuss specific
speak with someone who identifies appropriate questions on economic
knows more about Latin analysts from the Sovereign factors in Latin America, and
American regional Group, and offers recently trends in Chile’s fiscal policy.
economics, and Chilean fiscal published research
policy. discussing major trends in With her more complete
econoimc development understanding, Rebecca is
across the region. confident she can rate the
S Chilean issuer properly. S

IR Modes Referenced


Reference Users

Scenario: Researching Complex Topic

Peter N. | Corporate Librarian
Non-expert assembles research on complex topic

Peter, a Corporate Librarian, Peter logs on to Client.com. The returned results suggest The results list items for
must respond to a request This is a new topic he has that Peter would be Peter’s query, and the special
from an Analyst for the not researched before, so he interested in a special topic, topic Asian Financial Crisis.
research that Client has chooses to directly enter a “The Asian Financial Crisis”. He saves links to both topics.
published on the after effects query for “asian currency
of the Asian currency collapse effects” covering all The results also provide Peter can search again,
collapse. types of research. Peter suggestions for related automatically using the
special topics, such as special topics as a basis for
F “Korean Financial Market”, F F
the new query, applying
and links to destinations for S additional parameters to the S
all suggested special topics. combined query as needed.

Peter refines the query, Peter sorts the returned Peter includes the saved
using terms related to the results by date, and filters links to the special topic
request such as corporate out several types of destinations in his response
governance, and setting the publications he does not to the analyst’s request.
scope to specific countries need to satisfy the request,
the analyst is interested in, and chooses five pieces of Peter dispatches the
such as Korea and research to download at downloaded files to the
Singapore. once, in the format the analyst.
F analyst prefers. F

IR Modes Referenced



Scenario: Monitor Portfolio (Activity / Research)

Anike W. | Portfolio Manager
Track research published across portfolio of issuers

Anike manages a portfolio of Anike regularly visits the Anike’s group destinations Anike needs to know
credit issues from a large destinations for her groups provide a list of recent rating immediately of any changes
number of issuers. She has to see what new research of actions for her issuers, in the outlook for one issuer
created several groups of interest to her is available. gather links to all new in the news for potential
issuers on Client.com to help research of chosen types on difficulties.
her monitor the changes in the issues, list industries
Client view of the issues and covered by the group, She creates an alert that will
issuers in her portfolios. indicate new research send her notice of an rating
published on the issuers, and action or new research
S S offer destinations for the S mentioning this issuer or S
M M regions where issues are M issue. M
domiciled.

Anike may need to change
the mix in her portfolio. Her
groups destination includes a
cross-reference link to
information on three issuers
in her group offered by the
Market Implied Ratings
product.

Anike’s firm may purchase S
MIR, so she follows the link. M

IR Modes Referenced


Reference Users

Scenario: Customer Support

Margaret T. | Client Service Desk
Service desk assists customer

A frustrated customer calls Margaret locates the Annual She offers to explain three She explains where the list
the Client Service Desk to Default Report in the list of easy ways to obtain the appears at key locations
retrieve the Annual Default “Most Requested Items” study that are faster than throughout Client.com, such
Study, without checking calling. as the home page.
Client.com. Margaret asks what file
format the customer prefers. Margaret recommends using She tells the customer how
After many failed attempts in the “Most Requested Items” to directly download the
the past, the customer She emails the Annual list which gathers the most latest version of the ADR and
refuses to try finding things Default Study to the needed publications across other commonly needed
on Client.com… customer. S all business lines and S publications in a variety of S
document types. file formats.

Margaret also tells the She describes different The customer asks how to The customer thanks
customer how to bookmark delivery channels for the set this up. Margaret for making things
the destination page for the alerts, email, RSS, etc. easier to find without
Annual Default Study, where Margaret guides the mistakes, wasted time, or
the latest version is always The customer does not want customer through setting up making many phone calls.
available. to receive any additional a subscription to the Annual
alerts. Default Report by activating
She explains how the Margaret explains how the this feature (from the
customer can set an alert to customer can have the latest bookmarked destination
be notified when the Annual S version of the Annual Default page, or other locations).
Default study is updated. M Study automatically sent M
out. D D

IR Modes Referenced



Scenario: Understand & Interpret Methodology

Simon L. | Ratings Advisor
Customer quickly locates methodology documents

Simon, a ratings advisor at Simon logs on to Client.com. Simon wants a longer term Simon quickly locates the
an investment bank, needs Simon is presented with view of Client methodologies methodology publications
to understand Client method recent and frequently for structured finance. He pertaining to asset backed
for rating asset backed requested publications in the navigates to the linked securities.
securities.. area of structured finance, destination for all
based on his role, profile, methodology publications, He selects several that meet
and interests. and focuses on the segment his needs, indicates that he
for structured finance. wants them added to a new
packet of documents for
S S later use. S
M M

Simon chooses to download On the methodologies page, Simon begins listening to the He follows the link to the
the methodology documents Simon sees a reference to a recorded, to see if he should destination page for the
immediately, as well as save recorded Client briefing on listen to the entire briefing analyst, to see if the analyst
the packet for later. emerging markets now, later, or at all. has written any interesting
methodologies. publications recently.
He reviews the packet, While listening, Simon
chooses the file format, and He reviews the summary of recognizes the name of a Simon stops and bookmarks
downloads the individual files the briefing. It includes a list Client analyst in the list of the recorded briefing for
all at the same time. of the other topics addressed participants. later, and begins to review
S in the call, as well as the S S the downloaded S
agenda and Client methodology documents.
participants.

IR Modes Referenced


Using Scenarios

Challenges
• Making the scenarios comprehensive across
tasks and user types, given the large number of
user types in the User Needs Matrix
• Incorporating personas that illustrated differences
in how users might interact with the system
• Differences in the usersʼ end goals and job
requirements
• Client requested modiﬁcations very late in the
process

Findings
• Scenarios support an overall vision of customer
experience and solution
• Technical clients often to try to mold scenarios
into use cases


What is the offering?


IR Requirements


Narrative Continuity




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Patterns


Patterns

Repeated combinations of the modes
Longer-term perspective on behavior
Clarify experience value
Identify strategic opportunity


Desire path
From Wikipedia, the free encyclopedia

A desire path (or desire line) is a path developed by erosion caused by animal
or human footfall. The path usually represents the shortest or most easily
navigated route between an origin and destination. The width and amount of
erosion of the line represents the amount of demand.

The term was coined by Gaston Bachelard in his book The Poetics of Space.[1]

Desire paths can usually be found as shortcuts where constructed pathways take
a circuitous route.

http://en.wikipedia.org/wiki/Desire_path

Information Retrieval Patterns

Seeker
The Seeker is looking for something.
Once found, the Seeker goes elsewhere to accomplish other goals.

Visiting Stable
Seeking
Destinations


Example



Regular Customer
The Regular Customer visits the same destination(s) consistently for the same
reasons. Then the Regular Customer realizes they can save the time and effort of
visiting, and switches modes to have the things they need delivered directly to them.

Visiting Stable
Delivery
Destinations



Explorer
The Explorer is learning about a new (or changed) environment; exploring it's
structure, contents, laws, etc. The Explorer may do this for their own purposes, or
for others.

Visiting Stable
Seeking Seeking
Destinations



Initial Subscriber
The Initial Subscriber seeks what is needed, ﬁnds the things needed, goes to their
location(s), and then chooses to have these things delivered to allow them to seek
other things.

Visiting Stable
Seeking Delivery
Destinations



Vigilant Subscriber
The Vigilant Subscriber makes effective use of monitoring and delivery, followed up
with visitation of destinations, to ensure they do not miss out on anything that might
be useful to them within the environment.

Delivery

Visiting Stable
Destinations

Monitoring



Skydiver
The Skydiver makes a bold entrance from outside the environment, and lands
precisely on target.

Visiting Stable
External Referrer
Destinations



Watchdog
The Watchdog ﬁrst ﬁnds things, and then places them under careful watch.

Seeking Monitoring


Life Streaming

People gather all personal digital activity

Publish as a stream for others to follow

Network members subscribe

Example: Friendfeed

Awareness, relationships, community

Life streaming drives social network usage:
Facebook redesign



Returned Expatriate
The Returned Expatriate was away, and is back again. They begin by revisiting
known places, then seek out what has changed, monitor changes for a while, and
eventually begin to have valuable things delivered.

Visiting Stable
Seeking Monitoring Delivery
Destinations



Vigilant Customer
The Vigilant Customer comes by often, but wants to be sure, and so monitors things
from afar for a while before deciding delivery is more effective.

Visiting Stable
Destinations

Delivery

Monitoring


Google Wave



Curious Subscriber
The Curious Subscriber has things delivered regularly, but visits all the same to see
what else may be available. And just to be sure, they seek out the things they
suspect are here, but cannot see immediately.

Visiting Stable
Delivery Seeking
Destinations


Lifecycles


Lifecycles

Link patterns
Longer evolutionary arcs
Support strategic planning
Anticipate needs
Product management
Service design


Lifecycles

Seeker

Registration Seeking
Visiting
Stable
Destinations

Regular Customer

Monetization Visiting
Stable
Destinations
Delivery


Lifecycles

Skydiver

Acquisition External
Referrer
Visiting
Stable
Destinations

Regular Customer

Conversion Visiting
Stable
Destinations
Delivery


Lifecycles

Regular Customer

Relationship Visiting
Stable
Destinations
Delivery

Vigilant Subscriber

Delivery

Up-sell Visiting
Stable
Destinations

Monitoring


Break (10 min)


Structures


Structures

Conceptual design for experiences
Addresses interaction design
Cross media & product (synthetic)


Context

Global
Global

Regional

Local

Focus


Seeking Experience

Global Seeking

Global
Seeking

Global
Monitoring


Destination Experience

Global Destination

Global
Seeking

Global Global
Delivery Monitoring


Seeking Experience

Regional Seeking

Regional Global
Seeking Seeking

Regional
Monitoring



Regional Destination

Regional Global
Seeking Seeking

Regional Regional
Delivery Monitoring


Seeking Experience

Local Seeking

Local Regional Global
Seeking Seeking Seeking

Local
Monitoring



Local Destination


Local Local
Delivery Monitoring


Seeking Experience

Focus-based Seeking


Focus Focus
Delivery Monitoring



Focused Destination


Focus Focus
Delivery Monitoring


Design


Design Research

Information Architecture
Concept Model
Taxonomy & Ontology
Design
Research Facets
Content Model
Interaction Design
Navigation Design
Workﬂow


User Experience Reconciliation

To that end the Track 2 effort has leveraged and incorporated the research and analysis
from both the Surveyor and the Track 1 effort.

User Roles +
Interviews &
User Needs = Personas Scenarios
Findings
Matrix

Search for Relevant Research
Learn about [Client]
Surveyor View Latest Research
Evaluate New Product

Understand Methodology
Monitor Portfolio
Track 1: Researching Complex Topic
Information Retrieval Respond to Customer Call
Evaluate/Rate New Issue

Monitor credit risk over time

Learn about [Client]
Understand the rating agency
Track 2: Identify and compare entities
Unified Service
Delivery Access ratings, research & opinion

Perform customer service
Perform credit risk analysis


Surveyor Example Concept Page

A page integrates a number of functional tiles within a consistent site framework

Consistent Framework

Page Title Analyze

Research

Ratings List Tile Interactive
MIR Tile

Research

Learn
Highlighted Research Tile
Interactive
Reference Tile
Research

Research List Tile Analyze
Product
Promotion Tile


Wire Frame


Goals
Scenarios Modes

Requirements Patterns & Life-cycles

Design Structures

Experiences

None of this was built.

Fortunately.

Lessons


User Feedback


User Assessment of IR Capabilities

Structural weaknesses
• Searching emphasized over all other IR modes / behaviors
• Users must rely on search for needs better met by other modes
• Users must search to accomplish even simple goals
• Content is not offered to users before they search
• Quality and quantity of ﬁnding tools lags business model and offerings



Structural weaknesses
• Searching emphasized over all other IR modes / behaviors
• Users must rely on search for needs better met by other modes
• Users must search to accomplish even simple goals
• Content is not offered to users before they search
• Quality and quantity of ﬁnding tools lags business model and offerings

Real user goals are not met
Real behavior is not supported



User assessment of search is affected by ʻoutsideʼ factors



• Experience and design of Client.com



• Metadata on research documents



• Permission errors on research documents



• Customer support model



• Metadata management limitations



• Taxonomy / IA management difﬁculties



• Internal publishing processes



• Siloed products



• Siloed products
• Lack of granularity in offerings (products, services, research)



• Siloed products
• Lack of granularity in offerings (products, services, research)

Many factors = ʻout of boundsʼ



Customers Users (non paying) Client Services Client Analysts

viewpoints.

External Internal

Affiliation

User Research Framework

Researched IR needs of internal and external users

All Information Retrieval
Needs

Client Customers

Client Analysts

Client.com Subscribers

Issuer Relations

Client Service Desk



All users rely on Client.com to meet IR needs

All Information Retrieval
Needs

Client Customers

Client Analysts

Client.com Subscribers

Issuer Relations

Client Service Desk



Internal users spanned major Client processes…

Internal Information
Retrieval Needs

Product / Service Delivery (.com)

Research Creation

Ratings Generation

Issuer Relations

Customer Support


User Research Analysis

Internal users rely on Client.com to for other needs

Internal Process Needs

Product / Service Delivery IR

Research Creation IR

Ratings Generation IR

Issuer Relations IR

Customer Support IR



Internal users have more intense
needs and usage patterns
• Broader range of IR needs
• More speciﬁc IR needs
• More complex IR needs
• Greater frequency of use
• Time pressure
• Cumulative frustration
• Reduced forgiveness for error / failures



Internal usage patterns expose IR
problems more quickly & clearly
Internal users represent Client to customers
They are expected to know more and have greater capabilities
Many internal roles have customer contact & support aspects


User opinions of IR
capabilities are driven by
unsupported usage and
expectations.



Customers (Alumni) Users (non paying) Client Services Client Analysts

viewpoints.

Internal External Internal

Affiliation


Afﬁliations drive assessments
All internal users have negative views.

External users have neutral or positive views.


Solution Recommendations

1. Revise roadmap to address all needs
2. Provide adequate tools for internal users
3. Meet other needs with other solutions
4. Sustain valuable IR experiences for all
• Modes
• Patterns
• Life-cycles
• Structures


Suggested Vision For IR Architecture

Common IR architecture and services supports all needs.
User experiences address modes, goals, patterns
Architecture




IR
Issuer Relations

Customer Support IR


Solution Implications

Internal needs may be better met by dedicated user experiences.

Publishing Document CRM Collaboration
Mgmt




Issuer Relations IR

Customer Support IR


Themes

Deconstruct & Reconstruct
Cumulative Structure
Deep Patterns
Full Circles
Genuine Insight


Applications


Desktop

Beyond Findability: Frameworks IA Summit 2009 | Joe Lamantia | MediaCatalyst 167

Mobile

Beyond Findability: Frameworks IA Summit 2009 | Joe Lamantia | MediaCatalyst 168

Information Forms

streams, networks, clouds

social business
• hive mind
• ecosystem
• metaﬁlter
• dynamic signal


Q&A

Questions?

Thank You!

@mojoe
Joe.Lamantia@gmail.com

Designing Goal-based Experiences

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