Ubiquitous IA

morville@semanticstudios.com

Ubiquitous IACross-Channel Strategy

Peter Morville, IUE 2011

ArchitectureDesignTechnology

Information Architecture: It’s What You Do First.

in•for•ma•tion ar•chi•tec•ture n.

• The structural design of shared information environments.

• The combination of organization, labeling, search, and navigation systems in web sites and intranets.

• The art and science of shaping information products and experiences to support usability and findability.

• An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.

Polar Bear IA

On the Web, the sign is the path, the map is the territory.

STRUCTURE

S T R A T E GY

What architects do for buildings, we do

for…

Framing

1. Classic Information Architecture (Polar Bear).

2. Web Strategy (Web, Mobile, Social).

3. Cross-Channel Strategy (Physical, Digital).

4. Ubiquitous IA (Intertwingularity)..

The Library of Congress“To further the progress of knowledge and

creativity.”.

morville@semanticstudios.comFragmentationFragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose.

Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.

Visual Thinking Unwritten Rule #1

“Whoever best describes a problem is the person most likely to solve the problem.

…or, whoever draws the best picture gets the funding.”

1. One Library

2. Core Areas

3. Network Intelligence

Web Strategy

17Source: Search Patterns (2010)

Search is a Complex, Adaptive System

Interfaces• Portal• Search• Object• Set• Page

Caveats• Visual Design• Starting Point

Wireframes

22Desire Paths

Modes of Information Seeking

Marcia Bates, UCLA (2002)

“We absorb perhaps 80 percent of all our knowledge through simply being aware in our social context and

physical environment.”

“People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t.

Everything is deeply intertwingled.” Ted Nelson

“Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville

29Source: Subject to Change (2008)

World’s Best Information

Architect

Desktop

Mobile

ProductPackagingPrint CatalogCall CenterWebsiteBlogFacebookTwitterYouTubeEmailDirect MailRadioTelevision

ChannelWebSocial MediaEmailMessagingTelephonePrint

PlatformWebiOSAndroidMac OS XMS Windows

DeviceDesktopLaptopMobileTabletTelevisionKiosk

ScaleCovertMobilePersonalEnvironmentalArchitecturalUrban

MediaBookNewspaperMagazineVideoAudioPosterBillboard

ContextHomeWorkWalkingDrivingShoppingPlanePartyPersonalSocialLocationTimeTask

Touchpoint Taxonomy

Design PrinciplesDesign

Principles

Cross-Channel Strategy

Composition multi- or cross-channel; mix of

platforms, devices, media; coherence

Consistency brand, features, organization, interaction

balanced against value of optimization

Connection links, tags, signs, maps; call to action

Continuity bookmark, resume playback, flow

Context personal, social, location, time, task

Conflict identify/resolve, org chart, free-riding

http://findability.org/archives/000652.php

36Adapted from Cross-Platform Service User Experience

portal.acm.org/citation.cfm?id=1851637

Craft beautiful designs that deliver a quality experience

to your users no matter how large (or small) their display.

1. Fluid Grids2. Flexible Images3. Media Queries

Why Separate Mobile & Desktop Web Pages at Bagcheck?

With a dual template system, we were able to optimize:

1. Source Order2. Media (Speed, Quality, Interaction)3. URL Structure4. Application Design

Navigation at Bottom

Navigation at Top

Embedded Video

Thumbnail (few pixels / detail)

One Page(with modules)

Four Pages(mobile-only URLs)

Modal Dialog

Barcode Scan

To make the right decisions about composition and

consistency, you need a cross-channel strategy.

Design for

Connection

Over 50% of REI online business is picked up in a store.

BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14

QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS,

Email)

Price CheckProduct DetailEndless Aisle

Continuity

Conflict

Context

54Source: Mobile First (2011) by Luke Wroblewski

• Location (GPS)• Orientation (Compass)• Motion (Accelerometer)• Orientation/Motion (Gyroscope)• Touch (Multi-Touch, Gestural)• Light (Ambient)• Proximity• Device (Bluetooth)• Audio (Microphone)• Image/Video (Camera)• RFID (Soon)

Sensors

“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.”

BrainPort

Camera in glasses captures video.

Image recreated on grid of 400 electrodes.

User feels the shape on the tongue.

Brain learns to see through the tongue.

Marathon

Triathlon

Cross-Channel

We must leave ourcomfort zones, cross-

train,and collaborate.

Source: delightability.com

Ubiquitous IA

http://iainstitute.org/

http://worldiaday.org/ February 11, 2012 in 14 citieshttp://iasummit.org/March 21-25, 2012 in New Orleans, USA

euroia.org/ September 27-29, 2012 in Rome, Italy

http://semanticstudios.com/publications/semantics/

http://rosenfeldmedia.com/uxzeitgeist/topics/information-architecture/

reFraming

1. Classic Information Architecture (Polar Bear).

2. Web Strategy (Web, Mobile, Social).

3. Cross-Channel Strategy (Physical, Digital).

4. Intertwingularity (Ubiquitous, Ambient).

IA Therefore I AmPeter Morvillemorville@semanticstudios.com

Search Patternshttp://searchpatterns.org/

Semantic Studioshttp://semanticstudios.com/

Bloghttp://findability.org/

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