Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions

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Keynote from 2012 Taxonomy Bootcamp in Washington DC.

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  • Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions

    1. 1. improvinginformationinteractions Taxonomy Boot Camp October 16th, 2012 @samanthastarmer
    2. 2. taxonomies & experience design
    3. 3. first, thank you!
    4. 4. great excuse
    5. 5. meNEW – VP Multichannel Commerce Experience - Razorfish Director, Customer Experience - REI Microsoft, Amazon Teach at University of Washington Master’s of Library and Information Science
    6. 6. show of hands… http://www.flickr.com/photos/ducdigital/3011652637
    7. 7. when you thinkof design, how many of you think of this?
    8. 8. or this?
    9. 9. do youthink…
    10. 10. i do not wear black turtlenecks; therefore i am not a designer?
    11. 11. all of you are designers
    12. 12. you design information interactions…
    13. 13. “interaction is a kind of action that occurs as two or more objects have an effect upon one another.” http://en.wikipedia.org/wiki/Interaction
    14. 14. “…communication of any sort” http://www.flickr.com/photos/baggyjumper/6635779085
    15. 15. you all designinteractions & experiences
    16. 16. but designing goodexperiences isgetting harder
    17. 17. “information is blurring thelines between products and services to create multi- channel, cross-platform, trans-media, physico-digital user experiences” Peter Morville
    18. 18. ????
    19. 19. let’s tell a story… http://www.flickr.com/photos/sugarpond/3016905349
    20. 20. july 19, 6am
    21. 21. it started as a good day
    22. 22. and then…
    23. 23. kaboom http://www.flickr.com/photos/amishpatel/4803420473
    24. 24. my car
    25. 25. his car
    26. 26. and yes…
    27. 27. the cop car http://www.flickr.com/photos/sillygwailo/5617660719
    28. 28. oh crap
    29. 29. just don’t do it again http://www.flickr.com/photos/rootology/2767323250/
    30. 30. need to get car out of road
    31. 31. so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
    32. 32. this is why Ihave insurance
    33. 33. two hours later – ow.
    34. 34. good, they have an app
    35. 35. can’t get in
    36. 36. okay, trying the website
    37. 37. arrrrgh
    38. 38. damn, have to talk to a human
    39. 39. “go to Valley Medical Center”
    40. 40. we can’t help you
    41. 41. “oops”
    42. 42. THIS Valley Medical Center http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930 0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo
    43. 43. five days later…
    44. 44. oh, that’s helpful
    45. 45. the paperwork begins
    46. 46. my friend, the fax machine
    47. 47. a flurry of mail
    48. 48. from all different people
    49. 49. confusing mail
    50. 50. over three months later
    51. 51. insurance was supposed to pay this…
    52. 52. we can’t help
    53. 53. crap, i better pay
    54. 54. silencesilence
    55. 55. four months later
    56. 56. six months later
    57. 57. moresilence
    58. 58. march
    59. 59. since then, only silence
    60. 60. thanks a bunch. Ta
    61. 61. talk about an information interaction problem…
    62. 62. lesson? http://www.flickr.com/photos/pjern/2150873799
    63. 63. holisticinformation experienceinteractions
    64. 64. digital & physical are colliding
    65. 65. even for luddites
    66. 66. technology is ubiquitous http://www.flickr.com/photos/dmh650/4519811399
    67. 67. for all ages – the young http://www.flickr.com/photos/wickedboy007/5172798292
    68. 68. and the old
    69. 69. digital integrated in physical lives http://www.flickr.com/photos/aleksiaaltonen/4791533886 k
    70. 70. track digital likes of item Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg
    71. 71. fridge alarm to social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
    72. 72. physical hug from a like Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug
    73. 73. “…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
    74. 74. just going to increase
    75. 75. “The future…belongs to brands that create the best customer experiences across all channels.” Toys”R”Us Chairman and CEO Jerry Storch
    76. 76. (and here is our opportunity)
    77. 77. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
    78. 78. people notice lack of integration This experience has been so stupid. There is no way to explain the huge gap between operations in the store and online. I will never be shopping at either again. I do not understand how you can want and advertise 100% customer satisfaction when I know I am 0% satisfied. REI customer comment
    79. 79. at home desktop consumers need to research, interact, and communicate seamlessly between all channels, laptop fax devices, and environments. in the office phone in the car
    80. 80. Andrew Hintonhttp://www.slideshare.net/andrewhinton/linkosophy2-ebai
    81. 81. we need to design seamlessexperiences
    82. 82. that integrate digital & physical http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/
    83. 83. what does this mean?
    84. 84. idly flipping – oh, cheap TV
    85. 85. can I buy it locally?
    86. 86. gotta buy something for me
    87. 87. cool
    88. 88. all set
    89. 89. here we are
    90. 90. picking up in store…
    91. 91. oh god, Christmas
    92. 92. but I have my list!
    93. 93. and it tells me where!
    94. 94. a little hard to see…
    95. 95. but it worked!
    96. 96. seamless experiences and interactionsdon’t happen by magic
    97. 97. information is the foundation http://www.flickr.com/photos/saroy/34554645
    98. 98. “we can see now thatinformation is what ourworld runs on: the blood and the fuel, the vital principle." James Gleick The Information: A History, a Theory, a Flood
    99. 99. it drives our interactions http://www.flickr.com/photos/cargill/2831504796
    100. 100. across brands http://www.flickr.com/photos/chadmagiera/6831610910; http://www.flickr.com/photos/24778615@N08/4904858624/
    101. 101. across companies
    102. 102. through space and time
    103. 103. and with each other http://www.flickr.com/photos/kamshots/1411535817
    104. 104. but it isn’t easy…
    105. 105. shh…I’m going to show you
    106. 106. organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
    107. 107. ad: volkl rtm 84/ipt wide ride
    108. 108. let’s look on the site
    109. 109. search volkl rtm 84 - nada
    110. 110. search volkl wide ride - nope
    111. 111. pop up ad – I need a bike
    112. 112. but where’s the bike?
    113. 113. how about this nice tent
    114. 114. same item, different info sign catalog site
    115. 115. and more different info eMail site in-store product handout product tag advertising
    116. 116. whoops
    117. 117. everyone is struggling
    118. 118. here is Nordstrom
    119. 119. and my mom
    120. 120. it’s her favorite store
    121. 121. they have navigation
    122. 122. categorization
    123. 123. labeling
    124. 124. sounds like taxonomy stuff, huh?
    125. 125. mom’s favorite department
    126. 126. but…
    127. 127. no encore
    128. 128. but they have plus sized clothes
    129. 129. lots of them
    130. 130. and they are tagged encore
    131. 131. mom was sad
    132. 132. so what do we do?
    133. 133. design holistic,interactive experiences that satisfy whenever,however, and wherever our users need information
    134. 134. we are the right people!
    135. 135. information is the bridge http://www.flickr.com/photos/the-o/330134132
    136. 136. information needs to be organizedacross touchpoints,channels, mediums & devices
    137. 137. start now1. open your eyes2. get outside your box3. create the vision4. bridge between silos
    138. 138. 1. open your eyes
    139. 139. notice the world around you
    140. 140. where does info help?
    141. 141. where is it missing?
    142. 142. is it confusing?
    143. 143. is the terminology helpful?
    144. 144. is it wrong?or right?
    145. 145. does digital & physical match?
    146. 146. do all touch points match?
    147. 147. how would taxonomies help?
    148. 148. 2. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
    149. 149. don’t hide in spreadsheets
    150. 150. holisticexperiences
    151. 151. can’t be created in a vacuum http://www.flickr.com/photos/seandreilinger/316273612
    152. 152. you don’t haveto be an expert
    153. 153. from one of my employees “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .”
    154. 154. eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
    155. 155. my employee was smarter “an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to use in the retail stores .” “This is a great win for us”
    156. 156. get out of your cube
    157. 157. go to another department
    158. 158. immerse in the physical
    159. 159. even try it yourself
    160. 160. 3. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
    161. 161. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
    162. 162. when is physical important? Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
    163. 163. what makes people happy?
    164. 164. create a story of the vision Meet Aaron Outdoor Loyal 31, Chicago Weekend warrior involved in many sports, knows a lot about gear, and loves to research “I push myself in work and play and need my gear to keep up with me”
    165. 165. illustrate information needsI’ll visit REI for gear suggestions for my upcoming race…
    166. 166. showcase end resultsHere is my bike research list…
    167. 167. (remember it’sabout the results, not a pristine taxonomy)
    168. 168. 4. bridge between silos http://www.flickr.com/photos/docsearls/5500714140
    169. 169. people keep pretending they can make things deeply hierarchical, categorizable and sequential when they cant. Everything is deeply intertwingled.Ted Nelson
    170. 170. everything is connected via Peter Morville http://www.slideshare.net/morville/ubiquitous-ia
    171. 171. information needs to bridge
    172. 172. BE the bridge http://www.flickr.com/photos/docsearls/5500714140
    173. 173. betweendigital and physical
    174. 174. betweenservices and products
    175. 175. between people anddepartments
    176. 176. leave the computer
    177. 177. share your work
    178. 178. learn from others’ work
    179. 179. plan together
    180. 180. work together UX Mag
    181. 181. design together
    182. 182. start now1. open your eyes2. get outside your box3. create the vision4. bridge between silos
    183. 183. one lastthing…
    184. 184. consumers cited their greatest frustration as when theexperience does not match the promise a company made to them up front. The New Realities of “Dating” in the Digital Age: Are Customers Really Cheating, or Are You Just Not Paying Enough Attention? Accenture 2011 Global Consumer Research Study
    185. 185. executives care about this
    186. 186. entire industries are intheir customer experience infancy (…health insurance, TV service, Internet Service providers, PC manufacturers,wireless service providers, airlines and credit card providers) 2011, Forrester Research, Inc.
    187. 187. get yourself a raise http://www.flickr.com/photos/68751915@N05/6355231757
    188. 188. get a seat at the strategy table http://media.nara.gov/media/images/29/4/29-0378a.gif
    189. 189. remember…
    190. 190. you are ALL designers
    191. 191. be an information hero http://www.flickr.com/photos/baking_in_pearls/3960662314
    192. 192. thank you!! Samantha Starmer @samanthastarmer starmer@gmail.com http://www.flickr.com/photos/baking_in_pearls/3960662314

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