Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary
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The document discusses the need for experience designers to design holistic experiences that span both digital and physical channels, as well as multiple platforms. It notes that traditional boundaries are blurring as technology becomes ubiquitous and information can be accessed anywhere. The author advocates designing for the "space between" interactions by focusing on consistency of information and user journeys across channels to create a seamless overall experience. Experience design must look beyond individual websites or apps to consider all points of customer contact.
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Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary
- 1. Don’t Become a Digital Dinosaur Design for the Space Between @samanthastarmer
- 2. me UX & IA related work for places like Amazon, Microsoft REI – Create and lead IA, UX, IxDteams (after about 5 other titles) Teach at University of Washington
- 3. Un-speaker?
- 4. Me. lonely
- 10. I am lucky
- 11. verdant
- 12. lush
- 14. like The Secret Garden!
- 15. but…
- 16. I was tired
- 17. I needed an adult beverage $80 wine!!!
- 18. but I’m cheap…
- 19. …and car-less
- 20. I have to get out of a 13 acre resort
- 21. so, with a crappy map
- 22. and a tip,
- 23. I finally find my way out
- 24. and escape to the real world
- 25. but now it is dark
- 26. and the lovely, secret foliage
- 27. with all of the nooks and crannies
- 28. that I got lost in during daylight
- 29. Is kinda scary
- 31. now I really need a drink
- 32. At least for walking, exploring or doing anything not related to sitting by a pool and drinking
- 33. no sign policy
- 40. except…
- 42. experience only works if you stay within the Parker
- 43. a few days later…
- 44. leaving lovely hotel room
- 45. not the dreaded middle seat! http://www.flickr.com/photos/caribb/85819514/
- 46. getting flight # via email
- 47. check in via mobile app
- 48. I don’t want flight status!
- 49. okay, trying another way
- 52. Fine. Old school check in.
- 54. experience only works if you stay within channel
- 56. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
- 57. don’t design for just a website
- 58. an app
- 59. or a physical environment
- 60. Even if you think you only work on your website
- 61. we have no control
- 62. over how people hear about us
- 63. or get to us
- 64. the experience of transitions
- 65. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 66. 65% of visitors to an online search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement. Pubblicitaoffline e ricercheneimotori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
- 67. interaction design not just digital http://www.flickr.com/photos/aaronschmidt/1904501765/
- 68. digital and physical are colliding
- 70. internet of things http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG
- 73. this is a library without a single book… Digital Library, Seoul, Korea http://www.flickr.com/photos/future15/4587459646/
- 74. but
- 75. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 76. don’t design for technology, design for the holistic experience
- 77. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
- 78. how?
- 79. information is the foundation http://www.flickr.com/photos/saroy/3455464539/
- 80. across channels
- 82. across channels across platforms
- 83. http://www.flickr.com/photos/joshb/103547740 http://www.flickr.com/photos/phrenzee/1447530226 http://www.flickr.com/photos/kimbach/538233744 http://www.flickr.com/photos/brownpau/2788253333/ http://www.flickr.com/photos/stigster/3761714132/
- 84. across channels across platforms across digital & physical
- 85. information ties the experience together http://www.flickr.com/photos/__olga__/4749585423/
- 90. information is the foundation http://www.flickr.com/photos/saroy/3455464539/
- 91. …predictable pathways of information are changing: the physical world itself is becoming a type of information system. http://www.mckinseyquarterly.com/The_Internet_of_Things_2538
- 92. holistic storytelling experience across channels
- 93. content centric, platform agnostic
- 94. brand now content provider, not a newspaper
- 96. shh…I’m going to show you…
- 98. Website
- 99. Email
- 100. Catalog
- 101. Ad Campaigns
- 102. In-Store Signage
- 103. Packaging
- 104. Product Information Guides
- 105. all the same productnot the same information not the same experience
- 106. I’m the same customer in each interaction
- 107. think about the journey
- 108. Think about on ramps and off ramps
- 109. don’t just design for the front door
- 110. holistic experience at all entrances
- 111. back door
- 112. side door
- 113. holistic experience?
- 120. information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences Peter Morville
- 122. people keep pretending they can make things deeply hierarchical, categorizable and sequential when they can't. Everything is deeply intertwingled. Ted Nelson
- 123. don’t get overwhelmed http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html
- 124. leave your comfort zone
- 125. tools mechanics
- 127. Service design
- 128. Customer experience
- 132. Ubiquitous computing
- 133. Design Thinking
- 138. Experience mapping
- 139. Mental Models
- 141. hang with a new crowd http://averagecats.com/page/7
- 143. Thank you sstarme@rei.com @samanthastarmer http://uxmag.com/strategy/dont-become-a-digital-dinosaur
Editor's Notes
- But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
- But I had just arrived
- But I had just arrived
- I later learned that the Parker Hotel has a ‘no sign’ policy.
- They made us take off our conference badges anytime we left the conference ‘sequestering’ area. They yelled at us if we walked around the property with our badges on.
- Door picture
- I later learned that the Parker Hotel has a ‘no sign’ policy.
- I want to look into changing my seat while I check in for my flight, and don’t want to pull out and boot up my computer. Heck, I have an iPhone, I shouldn’t have to. I get my flight number via an email confirmation of my itinerary. And the email links me to a app to check in. Sweet.
- But the mobile app will only let me check flight status. Arrgh.
- Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
- And the flight number that I just confirmed IS NOT RECOGNIZED.
- WAAAAAH. I can’t check in online. I can’t change my seat.
- Ritz carlton
- BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
- BUT. When I get to the airport the next morning, no one is at the US Airways desk. Not only that, there isn’t even a self service kiosk!!! I had to hang out in the check in area for over an hour before I could check in for my flight. And by then I couldn’t change my seat.
- Door picture
- Ritz carlton
- Ritz carlton
- Ritz carlton
- Ritz carlton
- They hear about you from print advertising
- From all sorts of physical messaging
- Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
- Door picture
- There are a lot of tools to help you design for a holistic customer experience.
- And a lot of related disciplines.
- Ritz carlton