Don’t Become a Digital DinosaurDesign for the Space

Between@samanthastarmer

meUX & IA related work for places like Amazon, MicrosoftREI – Create and lead IA, UX, IxD teams (after about 5 other titles)Teach at University of Washington

Un-speaker?

Me. lonely

a story…

http://www.flickr.com/photos/seandreilinger/2959785536/

Palm Springs!

resort hotel!!

I am lucky

verdant

lush

foliage…lots of foliage

like The Secret Garden!

but…

I was tired

I needed an adult beverage

$80 wine!!!

but I’m cheap…

…and car-less

I have to get out of a 13 acre resort

so, with a crappy map

and a tip,

I finally find my way out

and escape to the real world

but now it is dark

and the lovely, secret foliage

with all of the nooks and crannies

that I got lost in during daylight

Is kinda scary

finally, thank god

now I really need a drink

At least for walking, exploring or doing

anything not related to sitting by a pool and

drinking

no sign policy

except…

experience only works if you stay within the

Parker

a few days later…

leaving lovely hotel room

http://www.flickr.com/photos/caribb/85819514/

not the dreaded middle seat!

getting flight # via email

check in via mobile app

I don’t want flight status!

okay, trying another way

flight not recognized

http://www.flickr.com/photos/mindaugasdanys/3766009204

Fine. Old school check in.

experience only works if you stay

within channel

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

Even if you think you only work on

your website

we have no control

over how people hear about us

or get to us

the experience of transitions

70% of US online consumers

research products online and

purchase them offline

Forrester, Profiling The Multichannel Consumer, July 2009

 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, 2007From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca

Rosati

http://www.flickr.com/photos/aaronschmidt/1904501765/

interaction design not just digital

digital and physical are

colliding

technology is everywhere

internet of things

http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG

Digital Library, Seoul, Koreahttp://www.flickr.com/photos/future15/4587459646/

this is a library without a single

book…

but

‘integrated experience

s are few and

far between’

Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things

don’t design for technology, design

for the holistic experience

design for the space between…

http://www.flickr.com/photos/mrxception/4999592715

how?

http://www.flickr.com/photos/saroy/3455464539/

information is the foundation

across channels

across channelsacross platforms

http://www.flickr.com/photos/joshb/103547740http://www.flickr.com/photos/phrenzee/1447530226http://www.flickr.com/photos/kimbach/538233744http://www.flickr.com/photos/brownpau/2788253333/http://www.flickr.com/photos/stigster/3761714132/

across channelsacross platformsacross digital &

physical

http://www.flickr.com/photos/__olga__/4749585423/

information ties the experience

together

http://www.flickr.com/photos/alist/2584773454

http://itunes.apple.com/us/app/gohow-airport

http://itunes.apple.com/us/app/gohow-airport

http://itunes.apple.com/us/app/gohow-airport

http://www.flickr.com/photos/saroy/3455464539/

information is the foundation

…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

holistic storytelling experience across

channels

content centric, platform agnostic

brand now content provider, not a

newspaper

think about

consistency

shh…I’m going to show you…

http://www.flickr.com/photos/practicalowl/1423935574

Website

Email

Catalog

Ad Campaigns

In-Store Signage

Packaging

Product Information Guides

all the same product

not the same information not the same experience

I’m the same customer in each interaction

think about the

journey

Think about on ramps and off ramps

don’t just design for the front door

holistic experience at all entrances

back door

side door

holistic experience?

information is blurring the lines between products and services to

create multi-channel, cross-platform, trans-media, physico-

digital user experiencesPeter Morville

http://www.slideshare.net/morville/ubiquitous-ia

people keep pretending they can make things deeply hierarchical,

categorizable and sequential when they can't. Everything is deeply

intertwingled.

Ted Nelson

don’t get overwhelmed

http://tlc.discovery.com/tv/hoarding-buried-alive/slideshows/before-and-after-episodes-1-4-02.html

leave your comfort zone

mechanics

tools

•Experience Design•Service design•Customer experience•Customer relationship management

•Multi-Channel communications•Cross-Channel Marketing•Ubiquitous computing•Design Thinking•Pervasive IA (@resmini)

Disciplines

•Field Experience•Service Inventory, blueprinting

•Customer Journey Mapping•Experience mapping•Mental Models•Business Origami (@jessmcmullin)

Methods

http://averagecats.com/page/7

hang with a new crowd

Thank yousstarme@rei.com@samanthastarmerhttp://uxmag.com/strategy/dont-become-a-digital-dinosaur