Cross-Channel Strategy
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The document discusses the principles of information architecture (IA) and its role in creating effective cross-channel strategies for digital platforms. It highlights the challenges users face in navigating fragmented information environments and the importance of enhancing findability across various channels. Key design principles and strategies are explored to optimize user experiences across multiple devices and platforms.
Cross-Channel Strategy
- 1. 1Ubiquitous IACross-Channel StrategyPeter Morville, User Focus 2011
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- 5. 5Polar Bear IAin•for•ma•tion ar•chi•tec•turen.The structural design of shared information environments.
- 6. The combination of organization, labeling, search, and navigation systems in web sites and intranets.
- 7. The art and science of shaping information products and experiences to support usability and findability.
- 8. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.6
- 9. 7On the Web, the signis the path, the map is the territory.
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- 11. 9STRUCTURESTRATEGYIAWhat architects do for buildings, we do for…
- 12. 10FramingClassic Information Architecture(Polar Bear).Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity).
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- 17. 15The Library of Congress“To further the progress of knowledge and creativity.”.
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- 19. 17EvaluationFragmentation. 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.
- 20. 18Web StrategyOne LibraryCore AreasNetwork Intelligence
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- 22. 20“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville“People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson
- 23. 21World’s Best Information ArchitectSource: Subject to Change (2008)
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- 29. 27Cross-Channel FacetsComposition multi- or cross-channel; mix of platforms, devices, media; coherenceConsistency brand, features, organization, interaction balanced against value of optimizationConnection links, tags, signs, maps; call to actionContinuity bookmark, resume playback, flowContext personal, social, location, time, taskConflict identify/resolve, org chart, free-riding
- 30. 28Adapted from Cross-Platform Service User Experienceportal.acm.org/citation.cfm?id=1851637
- 31. 29Craft beautiful designs that deliver a quality experienceto your users no matter how large (or small) their display.Fluid GridsFlexible ImagesMedia Queries
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- 33. 31Why Separate Mobile & Desktop Web Pages at Bagcheck?With a dual template system, we were able to optimize:Source OrderMedia (Speed, Quality, Interaction)URL StructureApplication DesignNavigation at TopNavigation at Bottom
- 34. 32Why Separate Mobile & Desktop Web Pages at Bagcheck?With a dual template system, we were able to optimize:Source OrderMedia (Speed, Quality, Interaction)URL StructureApplication DesignEmbedded VideoThumbnail (few pixels / detail)
- 35. 33Why Separate Mobile & Desktop Web Pages at Bagcheck?With a dual template system, we were able to optimize:Source OrderMedia (Speed, Quality, Interaction)URL StructureApplication DesignOne Page(with modules)Four Pages(mobile-only URLs)
- 36. 34Why Separate Mobile & Desktop Web Pages at Bagcheck?With a dual template system, we were able to optimize:Source OrderMedia (Speed, Quality, Interaction)URL StructureApplication DesignModal DialogBarcode Scan
- 37. 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.” 35PCBig ScreensBetter Input DevicesFaster BandwidthHardware OomphSoftware MaturityPrintingMobile“The best computer is the one you have with you.”
- 38. 36To make the right decisions about composition andconsistency, you need a cross-channel strategy.
- 40. 38 Over 50% of REI online business is picked up in a store.
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- 43. BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 41
- 45. 43Price CheckProduct DetailEndless Aisle
- 46. 44Continuity
- 47. 45Conflict
- 48. 46Context
- 54. Light (Ambient)
- 55. Proximity
- 59. RFID (Soon)48
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- 61. 50“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.”
- 62. Marathon51Cross-ChannelWe must leave ourcomfort zones, cross-train,and collaborate.Triathlon
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- 67. 56 reFocusing
- 68. 57reFramingClassic Information Architecture(Polar Bear).Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity).
- 69. 58IA Therefore I AmPeter Morvillemorville@semanticstudios.comSearch Patternshttp://searchpatterns.org/Semantic Studioshttp://semanticstudios.com/Bloghttp://findability.org/