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Peter Morville's UserFocus 2011 keynote about ubiquitous information architecture and cross-channel strategy.
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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
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Framing1. Classic Information Architecture (Polar
Bear).
2. Web Strategy (Web, Mobile, Social).
3. Cross-Channel Strategy (Physical, Digital).
4. Ubiquitous IA (Intertwingularity).
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Fragmentation. Fragmentation into multiple sites, domains, and identities is clearly a major problem. Many users don’t know which site to visit for which purpose, and the lack of consistent, intuitive inter-site search and navigation makes it difficult to find content without knowing source and location.
Findability. Users often can’t find what they need from the home page, but that’s only the start of the problem. Most users don’t come through the front door. They enter via a web search or a deep link, and are often confused by what they do find. Even worse, most potential users never use the Library, because many of its resources aren’t easily findable via external searches.
Evaluation
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“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
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Touchpoint Taxonomy
ProductPackagingPrint CatalogCall CenterWebsiteBlogFacebookTwitterYouTubeEmailDirect MailRadioTelevision
ChannelWebSocial MediaEmailMessagingTelephonePrint
PlatformWebiOSAndroidMac OS XMS Windows
DeviceDesktopLaptopMobileTabletTelevisionKiosk
ScaleCovertMobilePersonalEnvironmentalArchitecturalUrban
MediaBookNewspaperMagazineVideoAudioPosterBillboard
ContextHomeWorkWalkingDrivingShoppingPlanePartyPersonalSocialLocationTimeTask
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Cross-Channel Facets
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
28Adapted from Cross-Platform Service User Experience
portal.acm.org/citation.cfm?id=1851637
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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
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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
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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
Embedded Video
Thumbnail (few pixels / detail)
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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
One Page(with modules)
Four Pages(mobile-only URLs)
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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
Modal Dialog
Barcode Scan
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Transmedia Design by Jakob Nielsenhttp://www.useit.com/alertbox/3-screens-transmedia.html
“The highest-value use will stay predominantly on desktop.”
“Most companies must support both device classes …with separate UI designs.”
PCBig ScreensBetter Input DevicesFaster BandwidthHardware OomphSoftware MaturityPrinting
Mobile“The best computer is the one you have with you.”
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To make the right decisions about composition andconsistency, you need a cross-channel strategy.
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BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14
oz.)
QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS,
Email)
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• 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
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“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.”
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Marathon
Triathlon
Cross-Channel
We must leave ourcomfort zones, cross-
train,and collaborate.
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reFraming1. Classic Information Architecture (Polar
Bear).
2. Web Strategy (Web, Mobile, Social).
3. Cross-Channel Strategy (Physical, Digital).
4. Ubiquitous IA (Intertwingularity).
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IA Therefore I AmPeter [email protected]
Search Patternshttp://searchpatterns.org/
Semantic Studioshttp://semanticstudios.com/
Bloghttp://findability.org/
