Ubiquitous Information Architecture - OZ IA 2010
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The document discusses the need for ubiquitous and holistic information architecture across channels to create integrated experiences for users. It notes that information is blurring the lines between digital and physical experiences, and that users expect consistency as they transition between platforms. To meet these expectations, information architecture must be designed holistically rather than by channel, and must focus on the overall user journey rather than individual touchpoints. Bridges between experiences like on-ramps and off-ramps are needed to make information architecture truly integrated.
Ubiquitous Information Architecture - OZ IA 2010
- 1. Ubiquitous Information Architecture Designing for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
- 2. 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
- 4. stuff I’ve been thinking about…
- 5. Me. lonely
- 6. not any more
- 7. Holistic Ubiquitous Information Architecture Designing for an Integrated Experience @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
- 8. information is going everywhere, bleeding out of we thought was cyberspace and back into the real world... Andrea Resmini, Luca Rosati http://pervasiveia.com/
- 9. a story… http://www.flickr.com/photos/sugarpond/3016905349
- 10. Huh. An electronic Visa. Well, that’s pretty cool.
- 11. except that I can’t check in online
- 12. even though I bought my tickets (and my Visa) online
- 13. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
- 14. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
- 17. Censored! but, it has official stuff and numbers and …
- 18. “I’m a human, not a machine”
- 20. thank god I’m old school
- 21. what about my visa?
- 23. “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”
- 24. 10 minutes of this, still couldn’t find it
- 26. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
- 27. don’t design for just a website
- 28. an app
- 29. or a physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
- 30. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939 /
- 31. why?
- 32. 70% of US online consumers research products online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
- 33. 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
- 34. digital and physical are colliding
- 36. internet of things http://endtimesworldnews.punt.nl/upload/internet_of_thing
- 38. but
- 39. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 40. don’t design for technology, design for the holistic experience
- 41. how?
- 42. information architecture is the foundation http://www.flickr.com/photos/saroy/34554645
- 43. information, not technology, is the foundation for closing the gap between experiences
- 44. across channels
- 48. across channels across platforms across digital & physical
- 49. …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
- 50. recently, I had high hopes…
- 51. LAX terminal 3 = pits of hell http://www.flickr.com/photos/alist/2584773454
- 56. information ties the experience together http://www.flickr.com/photos/__olga__/4749585423/
- 57. 15%+ weekend traffic via phone app http://www.flickr.com/photos/dalydaly/10813808
- 58. 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
- 59. “holistic storytelling experience across channels
- 60. reporters now write for digital first => extensibility
- 61. content centric, platform agnostic
- 62. NYT brand now content provider, not a newspaper
- 64. shh…I’m going to show you…
- 65. Organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
- 66. Website
- 67. Email
- 68. Catalog
- 69. Ad Campaigns
- 70. In-Store Signage
- 71. Packaging
- 73. all the same product not the same information not the same experience
- 76. it's not about the channel, it’s about what information is needed to provide the holistic experience
- 77. I’m the same customer in every interaction
- 78. think about the journey
- 83. Think about on ramps and off ramps
- 84. event on website
- 86. signage in washroom stall
- 87. 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
- 88. information is the bridge http://www.flickr.com/photos/the-o/330134132
- 89. information is blurring the lines between products and services to create multi-channel, cross- platform, trans-media, physico-digital user experiences Peter Morville
- 90. Signage with Visual Merchandising
- 91. What is my journey?
- 92. Holistic experiences require holistic information architecture. Across channels, platforms, devices and touchpoints.
- 93. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
- 94. Thank you sstarme@rei.com @samanthastarmer http://www.flickr.com/photos/alexeik/4119235148
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.
- #26: Door picture
- #28: Ritz carlton
- #29: Ritz carlton
- #30: Ritz carlton
- #51: Picture of me
- #78: 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.
- #92: 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.