cross-channel strategy: workshop
DESCRIPTION
Peter Morville's Cross-Channel Strategy workshop for UX Lisbon 2012.TRANSCRIPT
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Agenda
1. Classic Information Architecture (Polar Bear).
2. Web Strategy (Web, Mobile, Social).
3. Cross-Channel Strategy (Physical, Digital).
4. Intertwingularity (Ubiquitous, Ambient).
Concept > Method > Practice (Small Groups)
.
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in•for•ma•tion ar•chi•tec•ture n.
• 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.
Polar Bear IA
[email protected] 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.
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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.”
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Interfaces• Portal• Search• Object• Set• Page
Caveats• Visual Design• Starting Point
Wireframes
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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
19Bill Verplank, IxD11 Opening Keynote, http://vimeo.com/20285615 (00:19:30)
Location Aware
The Future of Mobile Search
The Future of Mobile Search
Query by Wandering
Location Aware Search by Wandering Multisensory
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“People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t.
Everything is deeply intertwingled.” Ted Nelson
“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville
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“Collaborative Consumption describes the rapid explosion in traditional sharing, bartering, lending, trading, renting, gifting, and swapping reinvented through network technologies on a scale and in ways never possible before.”
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Up The Stairs“How do we make it easier for people to learn about multi-channel possibilities?”http://findability.org/archives/000640.php
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• 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)
Sensors
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“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.”
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find·a·bil·i·ty n
The quality of being locatable or navigable.
The degree to which an object is easy to discover or locate.
The degree to which a system or environment supports wayfinding, navigation, and retrieval.
am·bi·ent adj
Surrounding; encircling; enveloping (e.g., ambient air)
the ability to find anyone or anything from anywhere at anytime
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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.
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ProductPackagingPrint CatalogCall CenterWebsiteBlogFacebookTwitterYouTubeEmailDirect MailRadioTelevision
ChannelWebSocial MediaEmailMessagingTelephonePrint
PlatformWebiOSAndroidMac OS XMS Windows
DeviceDesktopLaptopMobileTabletTelevisionKiosk
ScaleCovertMobilePersonalEnvironmentalArchitecturalUrban
MediaBookNewspaperMagazineVideoAudioPosterBillboard
ContextHomeWorkWalkingDrivingShoppingPlanePartyPersonalSocialLocationTimeTask
Touchpoint Taxonomy
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reFraming
1. Classic Information Architecture (Polar Bear).
2. Web Strategy (Web, Mobile, Social).
3. Cross-Channel Strategy (Physical, Digital).
4. Intertwingularity (Ubiquitous, Ambient).
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What is Information Architecture?
http://www.maya.com/the-feed/what-is-information-architecture
“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."
The fast parts learn, propose, and absorb shocks; the slow parts remember, integrate, and constrain.
The fast parts get all the attention. The slow parts have all the power.
Steward Brand on “Pace Layering”
Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
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goals, strategy, brand, process, technology, resources, politics, culture…
objects, types, metadata, structure, relationships,source, volume, growth
audiences, user needs, use cases, mental models, vocabulary, behavior
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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
68Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
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Today's “service systems” may include interrelated sub-systems (e.g., person-to-person, self-service) across multiple locations, devices, and channels; and customer satisfaction is “influenced by the extent of integration and consistency” across those channels.
Bridging the “Front Stage” and “Back Stage” in Service System Design by Robert J. Glushko and Lindsay Tabas
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Craft beautiful designs that deliver a quality experience
to your users no matter how large (or small) their display.
1. Fluid Grids2. Flexible Images3. Media Queries
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Why Separate Mobile & Desktop Web Pages at Bagcheck?
With a dual template system, we were able to optimize:
1. Source Order2. Media (Speed, Quality, Interaction)3. URL Structure4. Application Design
Navigation at Bottom
Navigation at Top
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Transmedia Design by Jakob Nielsenhttp://www.useit.com/alertbox/3-screens-transmedia.html
“The highest-value use will stay predominantly on desktop.”
“Most companies must support both device classes …with separate UI designs.”
PCBig ScreensBetter Input DevicesFaster BandwidthHardware OomphSoftware MaturityPrinting
Mobile“The best computer is the one you have with you.”
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To make the right decisions about composition and
consistency, you need a cross-channel strategy.
BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14
oz.)
QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS,
Email)
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Marathon
93Triathlon
Cross-Channel
We must leave ourcomfort zones, cross-
train,and collaborate.
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Mental Models
http://www.rosenfeldmedia.com/books/mental-models/
Tasks
Features
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http://www.adaptivepath.com/ideas/the-anatomy-of-an-experience-map
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IA Therefore I AmPeter [email protected]
Understanding IA (Prezi)http://is.gd/iaprezi
Bloghttp://findability.org/
Twitter@morville