Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Plenary
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Infocamp 2010 Plenary - Seattle
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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