SlideShare a Scribd company logo
Holistic Information Architecture
Designing for an Integrated Experience
OZ IA 2010
@samanthastarmer
http://www.flickr.com/photos/alexeik/4119235148
me
UX & IA related work for places like Amazon, Microsoft
REI – Recreational Equipment, Inc. US Outdoor co-op
Create and lead IA, UX, IxD teams
Masters of Library & Information Science
Teach at University of Washington
http://www.flickr.com/photos/dirpics/464458290/
first time at brick &
mortar
stuff I’ve been
thinking about…
Me. lonely
not any more
information is going
everywhere, bleeding out of we
thought was cyberspace and
back into the real world...
Andrea Resmini, Luca Rosati
http://pervasiveia.com/
a
story…
http://www.flickr.com/photos/sugarpond/3016905349
Huh. An electronic Visa.
Well, that’s pretty cool.
except that I can’t
check in online
even though I bought my
tickets (and my Visa) online
http://www.flickr.com/photos/mkooiman/787191703
damn, have to talk to a
person
http://www.flickr.com/photos/jopoe/4569447498
waited in long check-in
line
http://www.flickr.com/photos/bryansblog/411455656
“This won’t work”
but, it has official stuff
and numbers and …
Censored!
“I’m a human, not a
machine”
where’s your itinerary?
thank god I’m old school
what about my visa?
http://www.flickr.com/photos/slworking/4169134307
no idea
“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”
10 minutes of this,
still couldn’t find it
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
http://www.flickr.com/photos/24218656@N03/4589621372/
consider the experience
of transitions
http://www.flickr.com/photos/mcdemoura/2209204939
/
why?
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, 2007
From ‘Information Architecture for Ubiquitous Ecologies’, Andrea Resmini and Luca Rosati
digital and physical
are colliding
technology is
everywhere
internet of things
http://endtimesworldnews.punt.nl/upload/internet_of_thing
Taken from http://www.slideshare.net/morville/ubiq
but
‘integrated
experiences
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
how?
http://www.flickr.com/photos/saroy/34554645
information architecture
is the foundation
information, not technology, is
the foundation for closing the
gap between experiences
across channels
Holistic Information Architecture - Oz IA 2010
across channels
across platforms
http://www.flickr.com/photos/joshb/103547740
http://www.flickr.com/photos/phrenzee/1447530226
http://www.flickr.com/photos/kimbach/538233744
http://www.flickr.com/photos/brownpau/2788253333/
http://www.flickr.com/photos/stigster/3761714132/
across channels
across platforms
across digital & physical
…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
recently, I had high
hopes…
http://www.flickr.com/photos/alist/2584773454
LAX terminal 3 = pits of
hell
http://itunes.apple.com/us/app/gohow-airport
goHow
http://itunes.apple.com/us/app/gohow-airport
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
http://www.flickr.com/photos/__olga__/4749585423/
information ties the
experience together
http://www.flickr.com/photos/dalydaly/10813808
15%+ weekend traffic
via phone app
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
“holistic storytelling
experience across channels
reporters now write for
digital first => extensibility
content centric,
platform agnostic
NYT brand now content
provider, not a newspaper
think about
consistency
shh…I’m going to
show you…
http://www.flickr.com/photos/practicalowl/1423935574
Organizational underpants
Website
Email
Catalog
Ad Campaigns
In-Store Signage
Packaging
Product Information Guides
all the same product
but inconsistent information
MEANS
inconsistent experience
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
it's not about the channel, it’s
about what information is
needed to provide the holistic
experience
I’m the same customer in every interaction
think about the
journey
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Holistic Information Architecture - Oz IA 2010
Think about on ramps and off ramps
event on website
local event board
signage in washroom stall
the design of a physical space can and
should take advantage of information
architecture (IA) deliverables, in
particular when designing an
integrated model of IA.
Apple, Ikea and their integrated Information Architecture
Davide Potente & Erika Salvini – University for Foreigners of Perugia, Italy
http://www.flickr.com/photos/the-o/330134132
information is the bridge
information is blurring the lines
between products and services to
create multi-channel, cross-platform,
trans-media, physico-digital user
experiences
Peter Morville
Signage with Visual Merchandising
What is my journey?
Holistic experiences require
holistic information
architecture. Across channels,
platforms, devices and
touchpoints.
Questions??
http://www.flickr.com/photos/druclimb/3277540656/
Thank you
sstarme@rei.com
@samanthastarmer
http://www.flickr.com/photos/alexeik/4119235148

More Related Content

PDF
Up close and personal - Future of Digital 2010
PPTX
Know Your Place
PPT
Braz tesol2010 cool-tools4theclassroom_presentation
PPT
It’s All About The User
PPTX
Know Your Place; Geo Without Maps
PPT
Transliteracy is 3D
PDF
MN ARLD Day 2012
PPT
Libraries and Transliteracy
Up close and personal - Future of Digital 2010
Know Your Place
Braz tesol2010 cool-tools4theclassroom_presentation
It’s All About The User
Know Your Place; Geo Without Maps
Transliteracy is 3D
MN ARLD Day 2012
Libraries and Transliteracy

What's hot (19)

PPT
Ssworkgroup
PDF
What mean ye storytelling- the #etmooc version
PPT
How to Enhance Library Instruction with Mobile Devices
PPT
Big Data, Big Local
PDF
Social bookmarking
PDF
Emerging Technologies in the Library
PPTX
A Sense Of Place
PDF
Harsh Horizons For the Socialmediaforum
PPT
Why transliteracy
PDF
5 social media tools and trends to better serve your clients
ODP
Love in the wild
PPT
PPTX
ABCI - It takes 2.0 to tango
PPTX
Managing your Digital Footprint : Taking control of the metadata and tracks a...
PPTX
Managing your Digital Footprint : Taking control of the metadata and tracks a...
PDF
The Importance of Storytelling in Web Design, WordCamp Miami 2013
KEY
Join the Secret Revolution
PPTX
Of Data Silos, Geo-Babel & Other Geo Malaises
PDF
BBC Backstage Web Horizon 2007 Presentation
Ssworkgroup
What mean ye storytelling- the #etmooc version
How to Enhance Library Instruction with Mobile Devices
Big Data, Big Local
Social bookmarking
Emerging Technologies in the Library
A Sense Of Place
Harsh Horizons For the Socialmediaforum
Why transliteracy
5 social media tools and trends to better serve your clients
Love in the wild
ABCI - It takes 2.0 to tango
Managing your Digital Footprint : Taking control of the metadata and tracks a...
Managing your Digital Footprint : Taking control of the metadata and tracks a...
The Importance of Storytelling in Web Design, WordCamp Miami 2013
Join the Secret Revolution
Of Data Silos, Geo-Babel & Other Geo Malaises
BBC Backstage Web Horizon 2007 Presentation
Ad

Similar to Holistic Information Architecture - Oz IA 2010 (20)

PPTX
Ubiquitous Information Architecture - OZ IA 2010
PPTX
Pervasive information architecture
PPTX
Beyond Digital - IA Summit 2010 Workshop
PPTX
Beyond Digital - IAS Workshop 2011
PDF
Information Architecture: Get Your Blue Prints in Order
PPTX
Experience Maps
PPTX
Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
PPTX
SVA Workshop - Fall 121011
PPTX
Introduction to Information Architecture and Design - SVA Workshop 03/23/13
PPTX
Don't a Digital Dinosaur - Web 2.0 2011
PPTX
Ubiquitous IA
PPTX
Create Cross Channel Experiences - Managing Experience 2011
PPTX
Introduction to Information Architecture and Design - SVA Workshop 0712
PPTX
SVA Workshop 021112
PPTX
Introduction to Information Architecture and Design - SVA Workshop 021613
PPTX
Ubiquitous IA: Cross-Channel Strategy
PPTX
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...
PPTX
Introduction to Information Architecture and Design - SVA Workshop 120812
PPTX
The Future of Design is Not Just the Web - Web Visions Workshop 2011
PPTX
Introduction to Information Architecture and Design - SVA Workshop 0929
Ubiquitous Information Architecture - OZ IA 2010
Pervasive information architecture
Beyond Digital - IA Summit 2010 Workshop
Beyond Digital - IAS Workshop 2011
Information Architecture: Get Your Blue Prints in Order
Experience Maps
Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
SVA Workshop - Fall 121011
Introduction to Information Architecture and Design - SVA Workshop 03/23/13
Don't a Digital Dinosaur - Web 2.0 2011
Ubiquitous IA
Create Cross Channel Experiences - Managing Experience 2011
Introduction to Information Architecture and Design - SVA Workshop 0712
SVA Workshop 021112
Introduction to Information Architecture and Design - SVA Workshop 021613
Ubiquitous IA: Cross-Channel Strategy
Don't Be a Digital Dinosaur: Design for the Space Between - Infocamp 2010 Ple...
Introduction to Information Architecture and Design - SVA Workshop 120812
The Future of Design is Not Just the Web - Web Visions Workshop 2011
Introduction to Information Architecture and Design - SVA Workshop 0929
Ad

More from Samantha Starmer (20)

PDF
The Future of Design - Designing Beyond Screens
PPTX
Designing AI for Humans
PPTX
Designing Customer Centered AI experiences - Dialogkonferansen 2018
PPTX
Preparing for Distributed Commerce
PPTX
Innovation for Store 4.0- Seamless Retail Africa 2018
PPTX
Designing AI for Humans
PPTX
Designing Omnichannel Experiences - eTail West 2013
PPTX
Designing for Holistic Cross Channel Experiences
PPTX
The Future of Experience Design - MIMA 2012
PPTX
Design for Cross Channel - UX Week 2012 Workshop
PPTX
How to Design for the Future - Cross Channel Experience Design
PDF
IA Summit Cross Channel Workshop
PPTX
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
PPTX
Structuring your Presentation - Cranky Talk 2011
PPTX
Get a Seat at the Strategy Table - WebVisions 2011
PPTX
Create Successful Cross Channel Experiences - IA Summit 2011
PPTX
Don't be a Digital Dinosaur - Design for the Space Between
PPTX
Designing Cross Channel Experiences - MX 2011
PPTX
Holistic Customer Experience - MX 2010
PPTX
Quantitative Information Architecture - Oz IA 2010
The Future of Design - Designing Beyond Screens
Designing AI for Humans
Designing Customer Centered AI experiences - Dialogkonferansen 2018
Preparing for Distributed Commerce
Innovation for Store 4.0- Seamless Retail Africa 2018
Designing AI for Humans
Designing Omnichannel Experiences - eTail West 2013
Designing for Holistic Cross Channel Experiences
The Future of Experience Design - MIMA 2012
Design for Cross Channel - UX Week 2012 Workshop
How to Design for the Future - Cross Channel Experience Design
IA Summit Cross Channel Workshop
Building and Evangelizing Holistic Experience Design - DMI Seattle 2011
Structuring your Presentation - Cranky Talk 2011
Get a Seat at the Strategy Table - WebVisions 2011
Create Successful Cross Channel Experiences - IA Summit 2011
Don't be a Digital Dinosaur - Design for the Space Between
Designing Cross Channel Experiences - MX 2011
Holistic Customer Experience - MX 2010
Quantitative Information Architecture - Oz IA 2010

Recently uploaded (20)

DOCX
Business Management - unit 1 and 2
DOCX
unit 2 cost accounting- Tender and Quotation & Reconciliation Statement
PPTX
Lecture (1)-Introduction.pptx business communication
PDF
Roadmap Map-digital Banking feature MB,IB,AB
PPTX
AI-assistance in Knowledge Collection and Curation supporting Safe and Sustai...
PDF
pdfcoffee.com-opt-b1plus-sb-answers.pdfvi
PDF
WRN_Investor_Presentation_August 2025.pdf
PDF
Nidhal Samdaie CV - International Business Consultant
PDF
Lecture 3 - Risk Management and Compliance.pdf
PPTX
Starting the business from scratch using well proven technique
PDF
A Brief Introduction About Julia Allison
PPTX
DMT - Profile Brief About Business .pptx
PDF
Katrina Stoneking: Shaking Up the Alcohol Beverage Industry
PPTX
The Marketing Journey - Tracey Phillips - Marketing Matters 7-2025.pptx
PDF
Business model innovation report 2022.pdf
PDF
MSPs in 10 Words - Created by US MSP Network
PDF
Unit 1 Cost Accounting - Cost sheet
PPTX
Dragon_Fruit_Cultivation_in Nepal ppt.pptx
DOCX
unit 1 COST ACCOUNTING AND COST SHEET
PDF
Leading with Vision_ How Mohit Bansal Is Shaping Chandigarh’s Real Estate Ren...
Business Management - unit 1 and 2
unit 2 cost accounting- Tender and Quotation & Reconciliation Statement
Lecture (1)-Introduction.pptx business communication
Roadmap Map-digital Banking feature MB,IB,AB
AI-assistance in Knowledge Collection and Curation supporting Safe and Sustai...
pdfcoffee.com-opt-b1plus-sb-answers.pdfvi
WRN_Investor_Presentation_August 2025.pdf
Nidhal Samdaie CV - International Business Consultant
Lecture 3 - Risk Management and Compliance.pdf
Starting the business from scratch using well proven technique
A Brief Introduction About Julia Allison
DMT - Profile Brief About Business .pptx
Katrina Stoneking: Shaking Up the Alcohol Beverage Industry
The Marketing Journey - Tracey Phillips - Marketing Matters 7-2025.pptx
Business model innovation report 2022.pdf
MSPs in 10 Words - Created by US MSP Network
Unit 1 Cost Accounting - Cost sheet
Dragon_Fruit_Cultivation_in Nepal ppt.pptx
unit 1 COST ACCOUNTING AND COST SHEET
Leading with Vision_ How Mohit Bansal Is Shaping Chandigarh’s Real Estate Ren...

Holistic Information Architecture - Oz IA 2010

Editor's Notes

  • #3: But most importantly (at least to this conversation), I spent 10 years in the restaurant and bar business and waited on a LOT of customers.
  • #25: Door picture
  • #27: Ritz carlton
  • #28: Ritz carlton
  • #29: Ritz carlton
  • #50: Picture of me
  • #77: Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.
  • #91: Regardless of how I was interacting with the Parker – whether it was making a reservation online, calling them to check something about my reservation or physically at the hotel. I was the same person, the same customer interacting with them.