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Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary
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 aDigital DinosaurDesign for the Space Between@samanthastarmer
- 2. meUX & IArelated work for places like Amazon, MicrosoftREI – Create and lead IA, UX, IxDteams (after about 5 other titles)Teach at University of Washington
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- 14. like The SecretGarden!
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- 17. I needed anadult beverage$80 wine!!!
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- 20. I have toget out of a 13 acre resort
- 21. so, with acrappy map
- 22. and atip,
- 23. I finally findmy way out
- 24. and escape tothe real world
- 25. but now itis dark
- 26. and the lovely,secret foliage
- 27. with all ofthe nooks and crannies
- 28. that I gotlost in during daylight
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- 31. now I reallyneed a drink
- 32. At least forwalking, exploring or doing anything not related to sitting by a pool and drinking
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- 42. experience only worksif you stay within the Parker
- 43. a few dayslater…
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- 45. not the dreadedmiddle seat!http://www.flickr.com/photos/caribb/85819514/
- 46. getting flight #via email
- 47. check in viamobile app
- 48. I don’t wantflight status!
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- 52. Fine. Oldschool check in.
- 54. experience only worksif you stay within channel
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- 56. design for thespace between…http://www.flickr.com/photos/mrxception/4999592715
- 57. don’t design forjust a website
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- 59. or a physicalenvironment
- 60. Even if youthink you only work on your website
- 61. we have nocontrol
- 62. over how peoplehear about us
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- 64. the experience oftransitions
- 65. 70% of USonline consumers research products online and purchase them offlineForrester, Profiling The Multichannel Consumer, July 2009
- 66. 65% of visitorsto 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, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
- 67. interaction design notjust digitalhttp://www.flickr.com/photos/aaronschmidt/1904501765/
- 68. digital and physicalare colliding
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- 73. this is alibrary without a single book…Digital Library, Seoul, Koreahttp://www.flickr.com/photos/future15/4587459646/
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- 75. ‘integrated experiences arefew and far between’Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
- 76. don’t design fortechnology, design for the holistic experience
- 77. design for thespace between…http://www.flickr.com/photos/mrxception/4999592715
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- 79. information is thefoundationhttp://www.flickr.com/photos/saroy/3455464539/
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- 84. across channelsacross platformsacrossdigital & physical
- 85. information ties theexperience togetherhttp://www.flickr.com/photos/__olga__/4749585423/
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- 90. information is thefoundationhttp://www.flickr.com/photos/saroy/3455464539/
- 91. …predictable pathways ofinformation 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 experienceacross channels
- 93. content centric, platformagnostic
- 94. brand now contentprovider, not a newspaper
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- 96. shh…I’m going toshow you…
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- 104. Product InformationGuides
- 105. all the sameproductnot the same information not the same experience
- 106. I’m the samecustomer in each interaction
- 107. think about thejourney
- 108. Think about onramps and off ramps
- 109. don’t just designfor the front door
- 110. holistic experience atall entrances
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- 120. information is blurringthe lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiencesPeter Morville
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- 122. people keep pretendingthey can make things deeply hierarchical, categorizable and sequential when they can't. Everything is deeply intertwingled.Ted Nelson
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Editor's Notes
- #3 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.
- #4 But I had just arrived
- #16 But I had just arrived
- #34 I later learned that the Parker Hotel has a ‘no sign’ policy.
- #35 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.
- #41 Door picture
- #44 I later learned that the Parker Hotel has a ‘no sign’ policy.
- #47 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.
- #49 But the mobile app will only let me check flight status. Arrgh.
- #50 Find the US Airways site (because I always forget the URL and end up at some advertising site instead)
- #51 And the flight number that I just confirmed IS NOT RECOGNIZED.
- #52 WAAAAAH. I can’t check in online. I can’t change my seat.
- #53 Ritz carlton
- #54 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.
- #55 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.
- #56 Door picture
- #58 Ritz carlton
- #59 Ritz carlton
- #60 Ritz carlton
- #61 Ritz carlton
- #62 They hear about you from print advertising
- #63 From all sorts of physical messaging
- #107 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.
- #110 Door picture
- #126 There are a lot of tools to help you design for a holistic customer experience.
- #127 And a lot of related disciplines.
- #128 Ritz carlton