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Holistic Information Architecture
Designing for an Integrated Experience
OZ IA 2010
@samanthastarmer
http://www.flickr.com...
me
UX & IA related work for places like Amazon, Microsoft
REI – Recreational Equipment, Inc. US Outdoor co-op
Create and l...
http://www.flickr.com/photos/dirpics/464458290/
first time at brick &
mortar
stuff I’ve been
thinking about…
Me. lonely
not any more
information is going
everywhere, bleeding out of we
thought was cyberspace and
back into the real world...
Andrea Resmini,...
a
story…
http://www.flickr.com/photos/sugarpond/3016905349
Huh. An electronic Visa.
Well, that’s pretty cool.
except that I can’t
check in online
even though I bought my
tickets (and my Visa) online
http://www.flickr.com/photos/mkooiman/787191703
damn, have to talk to a
person
http://www.flickr.com/photos/jopoe/4569447498
waited in long check-in
line
http://www.flickr.com/photos/bryansblog/411455656
“This won’t work”
but, it has official stuff
and numbers and …
Censored!
“I’m a human, not a
machine”
where’s your itinerary?
thank god I’m old school
what about my visa?
http://www.flickr.com/photos/slworking/4169134307
no idea
“Change screens, Pillow Pillow”
“Where’s the Pillow?”
“Didn’t they cover that in training?”
“Backslash Backslash”
“Okay, t...
10 minutes of this,
still couldn’t find it
lesson?
http://www.flickr.com/photos/pjern/2150873799
design for the space
between…
http://www.flickr.com/photos/mrxception/4999592715
don’t design for just a
website
an app
or a physical
environment
http://www.flickr.com/photos/24218656@N03/4589621372/
consider the experience
of transitions
http://www.flickr.com/photos/mcdemoura/2209204939
/
why?
70% of US online
consumers research
products online and
purchase them offline
Forrester, Profiling The Multichannel Consum...
65% of visitors to an online search
engine were looking for further
information in relation to a product
or service they s...
digital and physical
are colliding
technology is
everywhere
internet of things
http://endtimesworldnews.punt.nl/upload/internet_of_thing
Taken from http://www.slideshare.net/morville/ubiq
but
‘integrated
experiences
are
few and far
between’
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creatin...
don’t design for
technology, design for the
holistic experience
how?
http://www.flickr.com/photos/saroy/34554645
information architecture
is the foundation
information, not technology, is
the foundation for closing the
gap between experiences
across channels
across channels
across platforms
http://www.flickr.com/photos/joshb/103547740
http://www.flickr.com/photos/phrenzee/1447530226
http://www.flickr.com/photos...
across channels
across platforms
across digital & physical
…predictable pathways of
information are changing: the
physical world itself is becoming a
type of information system.
htt...
recently, I had high
hopes…
http://www.flickr.com/photos/alist/2584773454
LAX terminal 3 = pits of
hell
http://itunes.apple.com/us/app/gohow-airport
goHow
http://itunes.apple.com/us/app/gohow-airport
http://www.flickr.com/photos/__olga__/4749585423/
information ties the
experience together
http://www.flickr.com/photos/dalydaly/10813808
15%+ weekend traffic
via phone app
there is an enormous demand
right now to have information on
the go…people are living their
lives on the move, and that is...
“holistic storytelling
experience across channels
reporters now write for
digital first => extensibility
content centric,
platform agnostic
NYT brand now content
provider, not a newspaper
think about
consistency
shh…I’m going to
show you…
http://www.flickr.com/photos/practicalowl/1423935574
Organizational underpants
Website
Email
Catalog
Ad Campaigns
In-Store Signage
Packaging
Product Information Guides
all the same product
but inconsistent information
MEANS
inconsistent experience
it's not about the channel, it’s
about what information is
needed to provide the holistic
experience
I’m the same customer in every interaction
think about the
journey
Think about on ramps and off ramps
event on website
local event board
signage in washroom stall
the design of a physical space can and
should take advantage of information
architecture (IA) deliverables, in
particular ...
http://www.flickr.com/photos/the-o/330134132
information is the bridge
information is blurring the lines
between products and services to
create multi-channel, cross-platform,
trans-media, phys...
Signage with Visual Merchandising
What is my journey?
Holistic experiences require
holistic information
architecture. Across channels,
platforms, devices and
touchpoints.
Questions??
http://www.flickr.com/photos/druclimb/3277540656/
Thank you
sstarme@rei.com
@samanthastarmer
http://www.flickr.com/photos/alexeik/4119235148
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
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Holistic Information Architecture - Oz IA 2010

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Holistic Information Architecture for Oz IA 2010

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Holistic Information Architecture - Oz IA 2010

  1. 1. Holistic Information Architecture Designing for an Integrated Experience OZ IA 2010 @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
  2. 2. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. US Outdoor co-op Create and lead IA, UX, IxD teams Masters of Library & Information Science Teach at University of Washington
  3. 3. http://www.flickr.com/photos/dirpics/464458290/ first time at brick & mortar
  4. 4. stuff I’ve been thinking about…
  5. 5. Me. lonely
  6. 6. not any more
  7. 7. information is going everywhere, bleeding out of we thought was cyberspace and back into the real world... Andrea Resmini, Luca Rosati http://pervasiveia.com/
  8. 8. a story… http://www.flickr.com/photos/sugarpond/3016905349
  9. 9. Huh. An electronic Visa. Well, that’s pretty cool.
  10. 10. except that I can’t check in online
  11. 11. even though I bought my tickets (and my Visa) online
  12. 12. http://www.flickr.com/photos/mkooiman/787191703 damn, have to talk to a person
  13. 13. http://www.flickr.com/photos/jopoe/4569447498 waited in long check-in line
  14. 14. http://www.flickr.com/photos/bryansblog/411455656
  15. 15. “This won’t work”
  16. 16. but, it has official stuff and numbers and … Censored!
  17. 17. “I’m a human, not a machine”
  18. 18. where’s your itinerary?
  19. 19. thank god I’m old school
  20. 20. what about my visa?
  21. 21. http://www.flickr.com/photos/slworking/4169134307 no idea
  22. 22. “Change screens, Pillow Pillow” “Where’s the Pillow?” “Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  23. 23. 10 minutes of this, still couldn’t find it
  24. 24. lesson? http://www.flickr.com/photos/pjern/2150873799
  25. 25. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
  26. 26. don’t design for just a website
  27. 27. an app
  28. 28. or a physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  29. 29. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939 /
  30. 30. why?
  31. 31. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  32. 32. 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. Pubblicita offline e ricerche nei motori, 2007 From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
  33. 33. digital and physical are colliding
  34. 34. technology is everywhere
  35. 35. internet of things http://endtimesworldnews.punt.nl/upload/internet_of_thing
  36. 36. Taken from http://www.slideshare.net/morville/ubiq
  37. 37. but
  38. 38. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
  39. 39. don’t design for technology, design for the holistic experience
  40. 40. how?
  41. 41. http://www.flickr.com/photos/saroy/34554645 information architecture is the foundation
  42. 42. information, not technology, is the foundation for closing the gap between experiences
  43. 43. across channels
  44. 44. across channels across platforms
  45. 45. 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/
  46. 46. across channels across platforms across digital & physical
  47. 47. …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
  48. 48. recently, I had high hopes…
  49. 49. http://www.flickr.com/photos/alist/2584773454 LAX terminal 3 = pits of hell
  50. 50. http://itunes.apple.com/us/app/gohow-airport goHow
  51. 51. http://itunes.apple.com/us/app/gohow-airport
  52. 52. http://www.flickr.com/photos/__olga__/4749585423/ information ties the experience together
  53. 53. http://www.flickr.com/photos/dalydaly/10813808 15%+ weekend traffic via phone app
  54. 54. there is an enormous demand right now to have information on the go…people are living their lives on the move, and that is increasingly how they want their real estate information. Amy Bohutinsky, VP of Marketing for Zillow
  55. 55. “holistic storytelling experience across channels
  56. 56. reporters now write for digital first => extensibility
  57. 57. content centric, platform agnostic
  58. 58. NYT brand now content provider, not a newspaper
  59. 59. think about consistency
  60. 60. shh…I’m going to show you…
  61. 61. http://www.flickr.com/photos/practicalowl/1423935574 Organizational underpants
  62. 62. Website
  63. 63. Email
  64. 64. Catalog
  65. 65. Ad Campaigns
  66. 66. In-Store Signage
  67. 67. Packaging
  68. 68. Product Information Guides
  69. 69. all the same product but inconsistent information MEANS inconsistent experience
  70. 70. it's not about the channel, it’s about what information is needed to provide the holistic experience
  71. 71. I’m the same customer in every interaction
  72. 72. think about the journey
  73. 73. Think about on ramps and off ramps
  74. 74. event on website
  75. 75. local event board
  76. 76. signage in washroom stall
  77. 77. the design of a physical space can and should take advantage of information architecture (IA) deliverables, in particular when designing an integrated model of IA. Apple, Ikea and their integrated Information Architecture Davide Potente & Erika Salvini – University for Foreigners of Perugia, Italy
  78. 78. http://www.flickr.com/photos/the-o/330134132 information is the bridge
  79. 79. information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences Peter Morville
  80. 80. Signage with Visual Merchandising
  81. 81. What is my journey?
  82. 82. Holistic experiences require holistic information architecture. Across channels, platforms, devices and touchpoints.
  83. 83. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
  84. 84. Thank you sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148

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