cross-channel strategy

morville@semanticstudios.com

Ubiquitous IACross-Channel Strategy

Peter Morville, User Focus 2011

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

On the Web, the sign is the path, the map is the territory.

STRUCTURE

S T R A T E GY

IAWhat architects do for buildings, we do

for…

Framing1. Classic Information Architecture (Polar

Bear).

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

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

4. Ubiquitous IA (Intertwingularity).

The Library of Congress“To further the progress of knowledge and

creativity.”.

Fragmentation. Fragmentation into multiple sites, domains, and identities is clearly a major problem. Many users don’t know which site to visit for which purpose, and the lack of consistent, intuitive inter-site search and navigation makes it difficult to find content without knowing source and location.

Findability. Users often can’t find what they need from the home page, but that’s only the start of the problem. Most users don’t come through the front door. They enter via a web search or a deep link, and are often confused by what they do find. Even worse, most potential users never use the Library, because many of its resources aren’t easily findable via external searches.

Evaluation

1. One Library

2. Core Areas

3. Network Intelligence

Web Strategy

“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

21Source: Subject to Change (2008)

World’s Best Information

Architect

Desktop

Mobile

Touchpoint Taxonomy

ProductPackagingPrint CatalogCall CenterWebsiteBlogFacebookTwitterYouTubeEmailDirect MailRadioTelevision

ChannelWebSocial MediaEmailMessagingTelephonePrint

PlatformWebiOSAndroidMac OS XMS Windows

DeviceDesktopLaptopMobileTabletTelevisionKiosk

ScaleCovertMobilePersonalEnvironmentalArchitecturalUrban

MediaBookNewspaperMagazineVideoAudioPosterBillboard

ContextHomeWorkWalkingDrivingShoppingPlanePartyPersonalSocialLocationTimeTask

Design PrinciplesDesign

Principles

Cross-Channel Facets

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

28Adapted from Cross-Platform Service User Experience

portal.acm.org/citation.cfm?id=1851637

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

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

Embedded Video

Thumbnail (few pixels / detail)

One Page(with modules)

Four Pages(mobile-only URLs)

Modal Dialog

Barcode Scan

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.”

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

Design for Connection

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

BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14

QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS,

Email)

Price CheckProduct DetailEndless Aisle

Continuity

Conflict

Context

• 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

“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.”

Marathon

Triathlon

Cross-Channel

We must leave ourcomfort zones, cross-

train,and collaborate.

Source: delightability.com

reFocusing

reFraming1. Classic Information Architecture (Polar

Bear).

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

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

4. Ubiquitous IA (Intertwingularity).

IA Therefore I AmPeter Morvillemorville@semanticstudios.com

Search Patternshttp://searchpatterns.org/

Semantic Studioshttp://semanticstudios.com/

Bloghttp://findability.org/

cross-channel strategy

Design

retail rapport cross channel

optimize your cross-channel strategy for success

cross channel retail

cross channel marketing rfp

cross-channel interference in multi-user radar systems -...

cross channel with magento

transforming fusion strategy into cross channel execution

cross channel ux

cross channel analytics

cross-channel ux

cross channel commerce

integrating sms into your cross-channel messaging strategy

cross channel thought leadership kenshoo on cross-channel...

mau vegas 2016 — conceptualizing and implementing a...

from multi-channel to cross-channel marketing

anatomy of a cross-channel champion - ncr.com · • view...

the cross channel experience

cross-channel consumer behavior – a comparison between...

cross-channel communication...

cross channel social marketing