holistic information architecture - oz ia 2010
DESCRIPTION
Holistic Information Architecture for Oz IA 2010TRANSCRIPT
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Holistic Information Architecture
Designing for an Integrated Experience
OZ IA 2010@samanthastarmerhttp://www.flickr.com/photos/alexeik/4119235148
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meUX & IA related work for places like Amazon, MicrosoftREI – Recreational Equipment, Inc. US Outdoor co-opCreate and lead IA, UX, IxD teamsMasters of Library & Information ScienceTeach at University of Washington
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http://www.flickr.com/photos/dirpics/464458290/
first time at brick & mortar
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stuff I’ve been thinking about…
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Me. lonely
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not any more
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information is going everywhere, bleeding out
of we thought was cyberspace and back into
the real world...
Andrea Resmini, Luca Rosatihttp://pervasiveia.com/
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a story…
http://www.flickr.com/photos/sugarpond/3016905349
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Huh. An electronic Visa. Well, that’s
pretty cool.
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except that I can’t check in
online
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even though I bought my tickets (and my
Visa) online
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http://www.flickr.com/photos/mkooiman/787191703
damn, have to talk to a person
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http://www.flickr.com/photos/jopoe/4569447498
waited in long check-in line
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http://www.flickr.com/photos/bryansblog/411455656
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“This won’t work”
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but, it has official stuff and numbers
and …
Censored!
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“I’m a human, not a machine”
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where’s your itinerary?
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thank god I’m old school
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what about my visa?
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http://www.flickr.com/photos/slworking/4169134307
no idea
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“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”
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10 minutes of this, still couldn’t
find it
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lesson?
http://www.flickr.com/photos/pjern/2150873799
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design for the space between…
http://www.flickr.com/photos/mrxception/4999592715
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don’t design for just a website
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an app
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or a physical environment
http://www.flickr.com/photos/24218656@N03/4589621372/
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consider the experience of
transitions
http://www.flickr.com/photos/mcdemoura/2209204939/
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why?
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70% of US online consumers
research products online and
purchase them offline
Forrester, Profiling The Multichannel Consumer, July 2009
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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
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digital and physical are
colliding
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technology is everywhere
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internet of things http://endtimesworldnews.punt.nl/upload/internet_of_things.JPG
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Taken from http://www.slideshare.net/morville/ubiquitous-ia
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but
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‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
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don’t design for technology, design
for the holistic experience
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how?
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http://www.flickr.com/photos/saroy/3455464539/
information architecture is the
foundation
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information, not technology, is the
foundation for closing the gap between experiences
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across channels
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across channelsacross platforms
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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/
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across channelsacross platformsacross digital &
physical
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…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
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recently, I had high hopes…
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http://www.flickr.com/photos/alist/2584773454
LAX terminal 3 = pits of hell
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http://itunes.apple.com/us/app/gohow-airport
goHow
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http://itunes.apple.com/us/app/gohow-airport
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http://www.flickr.com/photos/__olga__/4749585423/
information ties the experience
together
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http://www.flickr.com/photos/dalydaly/10813808
15%+ weekend traffic via phone
app
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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
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“holistic storytelling experience across
channels
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reporters now write for digital first =>
extensibility
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content centric, platform agnostic
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NYT brand now content provider, not a
newspaper
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think about
consistency
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shh…I’m going to show you…
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http://www.flickr.com/photos/practicalowl/1423935574
Organizational underpants
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Website
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Catalog
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Ad Campaigns
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In-Store Signage
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Packaging
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Product Information Guides
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all the same product
but inconsistent informationMEANS
inconsistent experience
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it's not about the channel, it’s about what
information is needed to provide the holistic
experience
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I’m the same customer in every interaction
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think about the
journey
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Think about on ramps and off ramps
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event on website
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local event board
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signage in washroom stall
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the design of a physical space can and should take advantage
of informationarchitecture (IA) deliverables, in
particular when designing an integrated model of IA.
Apple, Ikea and their integrated Information ArchitectureDavide Potente & Erika Salvini – University for Foreigners of
Perugia, Italy
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http://www.flickr.com/photos/the-o/330134132
information is the bridge
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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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Signage with Visual Merchandising
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What is my journey?
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Holistic experiences require holistic
information architecture. Across channels,
platforms, devices and touchpoints.
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Questions??
http://www.flickr.com/photos/druclimb/3277540656/