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IA Summit 2012 Redux
1. Channels and
Models and
Maps, Oh My
Key Impressions of IA Summit 2012
Jen Vetterli
@jenvetterlicom | http://ca.linkedin.com/in/jenvetterli | http://www.slideshare.net/jenvetterli
18. • Mobile = On-the-Go
• Mobile = Rushed + Distracted
• Mobile < Desktop
• Mobile = Separate Website
• Mobile = App
• Tablet ≥ Cellphone
• Tablet < PC
• Complexity = Bad
• Extra Taps or Clicks = Bad
Myths
20. • Place
• Location
• Goals
• Channels available
• Mindset
• State of mind
• Impact on Success
• Desired state
• Social
• Peer pressure
• Public/Private
• Platform expectations
Context
23. • What is the value proposition to the customer?
• How do the you build in customer retention?
• How do you scale?
• How do you measure success?
Examine the
Business Model
24. • Provide a vision • Share
• Seek clarity • Be Transparent
• Listen • Evangelize
Communicate,
Collaborate, Facilitate
26. Tools:
Persona
Campaign Experience Map
Cross-Channel Blueprint
System Model Service Blueprint
Org Chart
Customer Journey Map
Touchpoint Matrix
Marketing Alignment Map
Business Model Canvas Rich Picture
Service Inventory
34. IA Summit 2012 sessions referenced in this talk
•Design for Cross-Channel Experiences
http://www.slideshare.net/morville/design-for-crosschannel-experiences
•Strategic User Experience (this deck is not from IA Summit – a similar deck was presented)
http://www.slideshare.net/leisa/strategic-ux-ux-cambridge-nov-2011
•Adapting Ourselves to Adaptive Content
http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
•Better Cross-Channel Experiences with Metadata
http://www.slideshare.net/aungstad/better-crosschannel-experiences-with-metadata-information-architecture-summit-2012
•The Myths of Mobile Context
http://globalmoxie.com/jhc/prez/mobile-myths.pdf
•Beyond Channels: Context is King
http://speakerdeck.com/u/wallowmuddy/p/forget-channels-context-is-king
•Modeling Systems for Information Architecture
http://www.slideshare.net/sorenmuus/modeling-systems-cxjourney
•More with Less: Make Better Products by Making Companies Better
http://www.slideshare.net/willsansbury/more-with-less-making-better-products-by-making-companies-better
Links
35. All IA Summit 2012 Decks
http://lanyrd.com/2012/iasummit/coverage/
Other resources referenced in this talk
•Using Customer Journey Maps to Improve Customer Experience
http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html
•The Business Model Canvas
http://www.businessmodelgeneration.com/canvas
•Cross-Channel Blueprints: A tool for modern IA
http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
Links
The thing with channels is that it can be relatively simple – mobile on a few different types of devices + the web
More complex view of channels – many more places to interact, but focus still on digital
Really complex – beyond digital
Regardless of scale, many of the challenges are fairly universal One this immediately apparent from the conference was that the same themes kept popping up over and over Many of the tools and techniques were the same
One concept that many people addressed right away was that multi-channel is not the same thing as cross channel Multi-channel = same thing in multiple channels - choose 1 channel to perform a task Cross-channel = different features on different platforms – use multiple channels to complete a task Multi-channel – responsive web design Cross-channel – Apple eco-system – iPod vs. iTunes desktop software vs. iTunes store
Many challenges and barriers also universal Organization structure – we get in our own way Complexity – this isn’t easy – takes thought, collaboration, planning Different data sources The key themes that arose addressed these top challenges
Key themes that stuck in my mind were content, context, the organization Several of the talks were also about systems and complexity
Content is at the hub of everything
Karen McGrane’s talk was a real standout, with her NPR case study being really compelling NPR had to pull in content from a number of sources and then push it out everywhere This diagram doesn’t quite do it justice, as you don’t see other channels like podcasts via iTunes and syndicated content on affiliate websites
The approach McGrane is advocating is COPE = Create Once, Publish Everywhere Anyone who remembers Ann Rockley’s work with single sourcing for publications back in the late 90s/early 2000s recognizes this approach immediately
Key pillars of the approach are multiple sizes, tagging everything with metadata, writing for reuse, and having a CMS that strongly supports workflow Multiple sizes – depending on the channel, the size of the “bucket” available for a particular type of content can vary – product description – high level vs. detailed Descriptive metadata data – date, colour, category – it identifies objects – enables context Administrative metadata – access rights, content owner expiry dates – enables consistency – often used in workflow Structural metadata identifies composition of compound objects e.g a news article – enables interoperability Written for reuse – separate form from presentation Better, easier-to-use CMS: Happy content authors produce better content
Myths vs. reality Can start with a simplistic view regarding context that doesn’t hold up
Context really isn’t so simple – Earth is big compared to us, but not compared to Jupiter
People 89% use mobile at home – phone is nearby, computer is not Mindset – what you want to do – sets priority for features to surface on mobile; you might be bored, not rushed People consume content on tablets
Currently in organizations, different groups have different goals and incentives – often motivated to break the cross-channel experience Samantha Starmer, REI Moved all content creators from different channels into one group Aligned vocabularies across these channels How do you display a URL on store signage, on a receipt, with a QR code
“ When people at the top start thinking about their business model is when organizational changes can happen” - Peter Morville
Role of UX group as facilitators who lead and enable conversations Vision, and strategy, guide the experience Seeking clarity was essential for ensuring that you build the right thin Who – if you know, leads to scope creeps, building features for edge cases What – eg. Build a chair – what kind of chair – leads to poor requirements and lack of priorities Why – arguments of how requirements are interpreted – build to the letter, rather than focussing on the user Starmer talked about the importance of sharing, both tools and success stories
Many, many tools – most are familiar
Customer journeys focus on Relationships Narrative – series of events Touchpoints Lots of different ways to do this Mentioned by many different people Drives discussion
Another discussion tool Understand the business Ask “naïve” questions
High level view of tasks and how they map to channels Priorities by task, by channel Shared components across channels