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Holistic Information Architecture for Oz IA 2010
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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
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/
