Holistic Information Architecture - Oz IA 2010

Holistic Information Architecture

Designing for an Integrated Experience

OZ IA 2010@samanthastarmerhttp://www.flickr.com/photos/alexeik/4119235148

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

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 Rosatihttp://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, 2007From ‘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_things.JPG

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

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

how?

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

information architecture is the

foundation

information, not technology, is the

foundation for closing the gap between experiences

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

…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

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 informationMEANS

inconsistent experience

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

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 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

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