This document discusses using information architecture to build relationships and tell stories. It argues that objects exist as nodes in a network of relationships, rather than in isolation. It provides an example of how wine experiences are constructed and compares product experiences to experience parodies. The document advocates for information architecture to act as a connector that suggests relevant connections both within and across channels. It presents tools like metadata, classification, and journey maps that can be used to facilitate these connections and correlations through an information architecture.

1. THE
SENSE-MAKING
FRAGRANCE
Building relationship and
storytelling through
information architecture

2. Luca Rosati
@lucarosati
Andrea Resmini
@resmini

3. Pensare il mondo come un
insieme di oggetti sembra
funzionare sempre meno.
Un oggetto esiste come nodo
di un insieme di relazioni.
– Carlo Rovelli

5. Commodity
Good
Service
UX
Differentiated
Undifferentiated
Competitive position
Market Premium
Pricing
Relevant
Irrelevant
Customer needs
Adapted from Pine II & Gilmore, 2011

6. Product Experience

7. wine
An example

9. Photo: Dale East, Flickr

10. Photo: Dale East, Flickr

11. Photo: Carlo Mirante, Flickr

14. Again

19. Photo: Wikimedia

20. Product

22. Experience

24. This is an
experience…

25. …and this an
experience parody

26. UX is a process
Photo: Sean Stephens, Flickr

27. Photo: Walter Lim, Flickr
…and a story

28. Photo: jylkoh.com

29. Parents do not take their kids
to Walt Disney World only for
the venue itself but rather to
make the shared experience
part of family conversations
– Pine II & Gilmore

30. IA is the
connector
Photo: Mr. T in DC, Flickr

31. Correlation is the capability of
IA to suggest relevant
connections among pieces of
information, services, goods.

32. external =
cross-channel
internal =
single-channel

33. Photo: Wesley Vieira Fonseca, Flickr
e ‘l correlar m’è dolce
in questo mare

34. Tools

35. metadata, classification

36. ThIA – Thesaurus italiano infanzia e adolescenza

37. journey maps

41. James Buckhouse, Story Map
https://medium.com/design-story/story-map-3cc64033128e

42. THE
SENSE-MAKING
FRAGRANCE
Building relationship and
storytelling through
information architecture