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Ubiquitous IA
                 Cross-Channel Strategy


Peter Morville, IA Konferenz 2012   1
2
3
4
#dtdt




        5
Architecture
                             Design
                             Technology




Information Architecture: It’s What You Do First.
                                       6
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.

                           7
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.
Web Strategy


1. One Library




2. Core Areas




3. Network Intelligence


                                11
13
Search is a Complex, Adaptive System




Source: Search Patterns (2010)   14
15
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




              16
17
“Desire Lines”                              18
Photo: Berkeley Path Gallery by Kevin Fox
19
20
21
Experiences Across Channels
The Future of Mobile Search




  Location Aware
Location Aware       Query byby Wandering
                      Search Wandering        Multisensory



                                   The Future of Mobile Search
World’s Best
                                   Information Architect




Source: Subject to Change (2008)
                                       25
27
Desktop




                       Mobile



Kiosk
                  28
Sensors

•   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)
                                     29
30
“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.”
                                           31
32
33
34
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.
     35
Touchpoint Taxonomy                      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
                                                 36
Design Principles




                    37
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

Conflict                                           38
                     identify/resolve, org chart, free-riding
Adapted from Cross-Platform Service User Experience
          portal.acm.org/citation.cfm?id=1851637   39
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




                                       40
41
Why Separate Mobile & Desktop Web 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




                                                              42
To make the right decisions about composition and
consistency, you need a cross-channel strategy.


                                      43
Design for Connection




          44
Over 50% of REI
online business is
picked up in a store.


            45
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
Price Check
Product Detail
Endless Aisle    50
Continuity




             51
Conflict




           52
Context




          53
Cross-Channel
   We must leave our
               Marathon
comfort zones, cross-train,
    and collaborate.




               Triathlon      54
55
56
Source:delightability.com




                            57
58
59
morville@semanticstudios.com




                    60
morville@semanticstudios.com




                    61
reFraming
1. Classic Information Architecture(Polar Bear).

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

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

4. Intertwingularity (Ubiquitous, Ambient).




                                         62
63
What architects do for
buildings, information architects do
for…
65
66
“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.”
"In an era of cross-channel
experiences and product-service
systems, it makes less and less
sense to design sitemaps and
wireframes without also..."
“…mapping the customer journey, modeling the system dynamics, and
analyzing impacts upon business processes, incentives, and the org chart."
70
71
morville@semanticstudios.com




Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
morville@semanticstudios.com




”Those who
 know, do.
Those that
understand,
  teach.”
IA Therefore I Am
Peter Morville
morville@semanticstudios.com

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

Blog
http://findability.org/

Twitter
@morville
                           74

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Ubiquitous IA: Cross-Channel Strategy

  • 1. Ubiquitous IA Cross-Channel Strategy Peter Morville, IA Konferenz 2012 1
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. #dtdt 5
  • 6. Architecture Design Technology Information Architecture: It’s What You Do First. 6
  • 7. 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. 7
  • 8.
  • 9.
  • 10. 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.
  • 11. Web Strategy 1. One Library 2. Core Areas 3. Network Intelligence 11
  • 12.
  • 13. 13
  • 14. Search is a Complex, Adaptive System Source: Search Patterns (2010) 14
  • 15. 15
  • 16. 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 16
  • 17. 17
  • 18. “Desire Lines” 18 Photo: Berkeley Path Gallery by Kevin Fox
  • 19. 19
  • 20. 20
  • 21. 21
  • 23. The Future of Mobile Search Location Aware Location Aware Query byby Wandering Search Wandering Multisensory The Future of Mobile Search
  • 24.
  • 25. World’s Best Information Architect Source: Subject to Change (2008) 25
  • 26.
  • 27. 27
  • 28. Desktop Mobile Kiosk 28
  • 29. Sensors • 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) 29
  • 30. 30
  • 31. “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.” 31
  • 32. 32
  • 33. 33
  • 34. 34
  • 35. 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. 35
  • 36. Touchpoint Taxonomy 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 36
  • 38. 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 Conflict 38 identify/resolve, org chart, free-riding
  • 39. Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 39
  • 40. 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 40
  • 41. 41
  • 42. Why Separate Mobile & Desktop Web 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 42
  • 43. To make the right decisions about composition and consistency, you need a cross-channel strategy. 43
  • 45. Over 50% of REI online business is picked up in a store. 45
  • 46. 46
  • 47. 47
  • 48. 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
  • 49.
  • 52. Conflict 52
  • 53. Context 53
  • 54. Cross-Channel We must leave our Marathon comfort zones, cross-train, and collaborate. Triathlon 54
  • 55. 55
  • 56. 56
  • 58. 58
  • 59. 59
  • 62. reFraming 1. Classic Information Architecture(Polar Bear). 2. Web Strategy (Web, Mobile, Social). 3. Cross-Channel Strategy (Physical, Digital). 4. Intertwingularity (Ubiquitous, Ambient). 62
  • 63. 63
  • 64. What architects do for buildings, information architects do for…
  • 65. 65
  • 66. 66
  • 67. “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.”
  • 68. "In an era of cross-channel experiences and product-service systems, it makes less and less sense to design sitemaps and wireframes without also..."
  • 69. “…mapping the customer journey, modeling the system dynamics, and analyzing impacts upon business processes, incentives, and the org chart."
  • 70. 70
  • 71. 71
  • 72. morville@semanticstudios.com Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  • 73. morville@semanticstudios.com ”Those who know, do. Those that understand, teach.”
  • 74. IA Therefore I Am Peter Morville morville@semanticstudios.com Understanding IA (Prezi) http://is.gd/iaprezi Blog http://findability.org/ Twitter @morville 74