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1 Ubiquitous IACross-Channel Strategy Peter Morville, IUE 2011
2
3
4
5 #dtdt
6 Architecture Design Technology Information Architecture: It’s What You Do First.
7 Polar Bear IA in•for•ma•tion ar•chi•tec•turen. ,[object Object]
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.,[object Object]
9 On the Web, the signis the path, the map is the territory.
10 S T R U C T U R E STRATEGY IA What architects do  for buildings, we do for…
11 Framing Classic Information Architecture (Polar Bear).  Web Strategy (Web, Mobile, Social).  Cross-Channel Strategy (Physical, Digital).  Ubiquitous IA (Intertwingularity). .
12 The Library of Congress “To further the progress of knowledge and creativity.”.
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.
14 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 Web Strategy One Library Core Areas Network Intelligence
16
17 Search is a Complex, Adaptive System Source: Search Patterns (2010)
18 Wireframes Interfaces ,[object Object]
Search
Object
Set
PageCaveats ,[object Object]
Starting Point,[object Object]
20
21
22 Desire Paths
23
24
25
26 Modes of Information Seeking Marcia Bates, UCLA (2002) “We absorb perhaps 80 percent of all our knowledge through    simply being aware in our social context and physical environment.”
27
28 “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson
29 World’s Best Information Architect Source: Subject to Change (2008)
31
32 Desktop Mobile Kiosk
33 Touchpoint Taxonomy
34 Design Principles Design Principles
35 Cross-Channel Strategy 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 Conflict		identify/resolve, org chart, free-riding http://findability.org/archives/000652.php
36 Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637
37 Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. Fluid Grids Flexible Images Media Queries
38
39 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Navigation     at Top Navigation at Bottom
40 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Embedded Video Thumbnail  (few pixels / detail)
41 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design One Page (with modules) Four Pages (mobile-only URLs)
42 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Modal Dialog Barcode Scan
43 To make the right decisions about composition and consistency, you need a cross-channel strategy.
44 Design for Connection
45 	Over 50% of REI online business is picked up in a store.
46
47
Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email)  48
50 Price Check Product Detail Endless Aisle
51 Continuity
52 Conflict
53 Context
54 Source: Mobile First (2011) by Luke Wroblewski
55 Sensors ,[object Object]
Orientation (Compass)
Motion (Accelerometer)
Orientation/Motion (Gyroscope)
Touch (Multi-Touch, Gestural)
Light (Ambient)
Proximity
Device (Bluetooth)

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Ubiquitous IA

  • 1. 1 Ubiquitous IACross-Channel Strategy Peter Morville, IUE 2011
  • 2. 2
  • 3. 3
  • 4. 4
  • 6. 6 Architecture Design Technology Information Architecture: It’s What You Do First.
  • 7.
  • 8. The combination of organization, labeling, search, and navigation systems in web sites and intranets.
  • 9. The art and science of shaping information products and experiences to support usability and findability.
  • 10.
  • 11. 9 On the Web, the signis the path, the map is the territory.
  • 12. 10 S T R U C T U R E STRATEGY IA What architects do for buildings, we do for…
  • 13. 11 Framing Classic Information Architecture (Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity). .
  • 14. 12 The Library of Congress “To further the progress of knowledge and creativity.”.
  • 15. 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.
  • 16. 14 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.”
  • 17. 15 Web Strategy One Library Core Areas Network Intelligence
  • 18. 16
  • 19. 17 Search is a Complex, Adaptive System Source: Search Patterns (2010)
  • 20.
  • 23. Set
  • 24.
  • 25.
  • 26. 20
  • 27. 21
  • 29. 23
  • 30. 24
  • 31. 25
  • 32. 26 Modes of Information Seeking Marcia Bates, UCLA (2002) “We absorb perhaps 80 percent of all our knowledge through simply being aware in our social context and physical environment.”
  • 33. 27
  • 34. 28 “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson
  • 35. 29 World’s Best Information Architect Source: Subject to Change (2008)
  • 36.
  • 37. 31
  • 40. 34 Design Principles Design Principles
  • 41. 35 Cross-Channel Strategy 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 Conflict identify/resolve, org chart, free-riding http://findability.org/archives/000652.php
  • 42. 36 Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637
  • 43. 37 Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. Fluid Grids Flexible Images Media Queries
  • 44. 38
  • 45. 39 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Navigation at Top Navigation at Bottom
  • 46. 40 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Embedded Video Thumbnail (few pixels / detail)
  • 47. 41 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design One Page (with modules) Four Pages (mobile-only URLs)
  • 48. 42 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Modal Dialog Barcode Scan
  • 49. 43 To make the right decisions about composition and consistency, you need a cross-channel strategy.
  • 50. 44 Design for Connection
  • 51. 45 Over 50% of REI online business is picked up in a store.
  • 52. 46
  • 53. 47
  • 54. Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email) 48
  • 55.
  • 56. 50 Price Check Product Detail Endless Aisle
  • 60. 54 Source: Mobile First (2011) by Luke Wroblewski
  • 61.
  • 71.
  • 72. 57
  • 73. 58 “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.”
  • 74. 59 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.
  • 75. Marathon 60 Cross-Channel We must leave our comfort zones, cross-train, and collaborate. Triathlon
  • 76. 61
  • 77. 62
  • 79. 64
  • 80. 65 Ubiquitous IA http://iainstitute.org/ http://worldiaday.org/ February 11, 2012 in 14 cities http://iasummit.org/ March 21-25, 2012 in New Orleans, USA euroia.org/ September 27-29, 2012 in Rome, Italy http://semanticstudios.com/publications/semantics/ http://rosenfeldmedia.com/uxzeitgeist/topics/information-architecture/
  • 81. 66 reFraming Classic Information Architecture(Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Intertwingularity (Ubiquitous, Ambient).
  • 82. 67
  • 83. 68 IA Therefore I Am Peter Morville morville@semanticstudios.com Search Patterns http://searchpatterns.org/ Semantic Studios http://semanticstudios.com/ Blog http://findability.org/