Peter Morville's UserFocus 2011 keynote about ubiquitous information architecture and cross-channel strategy.

1. 1 Ubiquitous IACross-Channel Strategy Peter Morville, User Focus 2011

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

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

9. 7 On the Web, the signis the path, the map is the territory.

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11. 9 S T R U C T U R E STRATEGY IA What architects do for buildings, we do for…

12. 10 Framing Classic Information Architecture(Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity).

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17. 15 The Library of Congress “To further the progress of knowledge and creativity.”.

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19. 17 Evaluation 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.

20. 18 Web Strategy One Library Core Areas Network Intelligence

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22. 20 “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.” Peter Morville “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson

23. 21 World’s Best Information Architect Source: Subject to Change (2008)

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26. 24 Desktop Mobile Kiosk

27. 25 Touchpoint Taxonomy

28. 26 Design Principles Design Principles

29. 27 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

30. 28 Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637

31. 29 Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. Fluid Grids Flexible Images Media Queries

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33. 31 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Navigation at Top Navigation at Bottom

34. 32 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Embedded Video Thumbnail (few pixels / detail)

35. 33 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design One Page (with modules) Four Pages (mobile-only URLs)

36. 34 Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: Source Order Media (Speed, Quality, Interaction) URL Structure Application Design Modal Dialog Barcode Scan

37. Transmedia Design by Jakob Nielsen http://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.” 35 PC Big Screens Better Input Devices Faster Bandwidth Hardware Oomph Software Maturity Printing Mobile “The best computer is the one you have with you.”

38. 36 To make the right decisions about composition and consistency, you need a cross-channel strategy.

39. 37 Design for Connection

40. 38 Over 50% of REI online business is picked up in a store.

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43. Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email) 41

45. 43 Price Check Product Detail Endless Aisle

46. 44 Continuity

47. 45 Conflict

48. 46 Context

50. Orientation (Compass)

51. Motion (Accelerometer)

52. Orientation/Motion (Gyroscope)

53. Touch (Multi-Touch, Gestural)

54. Light (Ambient)

55. Proximity

56. Device (Bluetooth)

57. Audio (Microphone)

58. Image/Video (Camera)

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61. 50 “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.”

62. Marathon 51 Cross-Channel We must leave our comfort zones, cross-train, and collaborate. Triathlon

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65. 54 Source:delightability.com

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67. 56 reFocusing

68. 57 reFraming Classic Information Architecture(Polar Bear). Web Strategy (Web, Mobile, Social). Cross-Channel Strategy (Physical, Digital). Ubiquitous IA (Intertwingularity).

69. 58 IA Therefore I Am Peter Morville morville@semanticstudios.com Search Patterns http://searchpatterns.org/ Semantic Studios http://semanticstudios.com/ Blog http://findability.org/