IA CAMP 2015 - The Future of Information Architects - IoT時代におけるIAの思考と役割「タイトル未定」講演資料（2015年7月17日 パレスサイト マイナビルーム）

1. IA CAMP 2015
The Future of Information Architects
As-Yet-Untitled
Nobuya Sato
July 17th., 2015
Twitter: #IACAMP2015

2. Profile
NOBUYA SATO
Secret Lab, Inc. / AKQA
Experience Designer
• Design Strategy / UX / Android UI
• PAST: iXL, Razorfish, Sapient, Business Architects, SONY, Seesmic
• CLIENTS: OKI, So-net, goo/NTT, Roppongi Hills, World EXPO,
Konica Minolta, FUJIFILM, Mizuho, SONY, Xperia, SCE, Nissan,
NIKE, Nivea, Philips, Lexus…

3. Books
IA, Web Design, Mobile, Android UI/UX…

4. Today’s Topic
The Future of Information Architect
IoT IA
• What is IA and who is IA?
• IA or UX Designer?
• New Responsibility in Current & New Era

5. Information Architect
1996 1998

6. Introduction
What is IA?

7. Introduction
What is was IA?
Interview on B-ing, 2000

8. Introduction
What is was IA?What is was IA?

9. Why IA?
IA
Evolution of (information) medium
Web Mobile
Tablet
Phone
Desktop PC
Notebook
WearableCD-ROM
Smartphone Watch

10. IA History in Japan
IA
History of IA thinking/method in Japan.
• IA (2000-)
• UX (2003-)
• UCD (2005-)
• HCD/UXD (2010-)
• UX/UI (2011-)
• SXD (2012-)
…. and now?

11. IA History in Japan
IA
IA UX HCD/UXD …
… so what is UX?

12. UX
What is UX?
• UX is not UI
• Designing the experience of the user.
Understand the elements of UX

13. Elements of UX
The Element of User Experience
by Jesse James Garrett, 2000
- 5 (2005)

14. Elements of UX: Structure

15. Elements of UX: Facets
User Experience Design (UX Honeycomb)
by Peter Morville, 2004

16. Elements of UX: Domain
Treatise on User Experience Design
by Erik Flowers - Intuit, 2011

17. Elements of UX: Domain
“How?”
Technology
Business Design
UX
“What?”“Why?”
Treatise on User Experience Design
by Erik Flowers - Intuit, 2011

18. Elements of UX: Values
Our Approach, Design Thinking
by IDEO

19. TECHNOLOGY
Engineering Analysis
Statics & Dynamics
Electronics & Methodology
Bioengineering
Materials
Thermodynamics
Chemical Engineering
MANUFACTURING
Manufacturing Technology
Manufacturing Process
Supply Chain Management
Rapid Prototyping
BUSINESS
Accounting
Finance
Economic Analysis & Policy
Marketing
Operations
Information Technology
Entrepreneurship
Competition and Strategy
ORGANIZATIONAL BEHAVIOR
Management & Teams
Human Resources
Organizational Dynamics
Negotiation
HUMAN VALUSE
Psychology
Anthropology
Sociology
Ethnography
DESIGN & INTERACTIVITY
Human Computer Interaction
Visual Thinking
Design for Sustainability
Aesthetics & Form
TECHNOLOGY
(feasibility)
HUMAN VALUES
(usability, desirability)
BUSINESS
(viability)
DESIGN
INNOVATION
Elements of UX: Values
Design Thinking Venn Diagram
by Stanford d.Shcool

20. TECHNOLOGY
Engineering Analysis
Statics & Dynamics
Electronics & Methodology
Bioengineering
Materials
Thermodynamics
Chemical Engineering
MANUFACTURING
Manufacturing Technology
Manufacturing Process
Supply Chain Management
Rapid Prototyping
BUSINESS
Accounting
Finance
Economic Analysis & Policy
Marketing
Operations
Information Technology
Entrepreneurship
Competition and Strategy
ORGANIZATIONAL BEHAVIOR
Management & Teams
Human Resources
Organizational Dynamics
Negotiation
HUMAN VALUSE
Psychology
Anthropology
Sociology
Ethnography
DESIGN & INTERACTIVITY
Human Computer Interaction
Visual Thinking
Design for Sustainability
Aesthetics & Form
TECHNOLOGY
(feasibility)
HUMAN VALUES
(usability, desirability)
BUSINESS
(viability)
DESIGN
INNOVATION
“Design is the expert discipline for
relating and connecting floating fields.”
Wolfgang Jonas (1999)
Elements of UX: Values
Design Thinking Venn Diagram
by Stanford d.Shcool

21. UX, Balance between Two Goals
2
Making the better Products and Service UX
Meet the balance between Business Needs and Customer Needs.
User Expectation = Understand Brand Experience
The Thinking Behind the User
Experience by ELLIANCE

22. Brand Experience Model
Designing Brand Experience
(Razorfish, 2000)

23. UX deliverables
Treasure Map,
User Experience Deliverables
by Peter Morville 2009

24. UX deliverables = Task of IA
= IA
• User Journey Map / Customer Experience Map
• HCD / UCD methods
• Workshop / Design Thinking
• Prototyping
• Wireframe
• …etc.

25. UX deliverables = Task of IA
= IA
• User Journey Map / Customer Experience Map
• HCD / UCD methods
• Workshop / Design Thinking
• Prototyping
• Wireframe
• …etc.
… so who is IA?
Current Problem of
Japanese IA community…
Too much focus on the technique, theory and process.

26. Who is IA
IA
“An Information Architect will be responsible for designing the
plans that represent the underlay system of the navigation
between content and interaction, the structure and the
architecture.
She/he is a designer who design and develop how the
interaction experience works.”
by Lillian Svec (Sapient IA Practice and Framwork, IA Summit 2001)
!
!
!
!

27. Role of IA
IA
Polar Bear Book
• Information Science
• Structure
• Navigation
• Data Modeling
• …
Information Architects
• Information Design
• Interaction
• Storytelling
• Experience Modeling
• …

28. Role of IA
IA
• Owning (ownership) of user experience of the system
• Designing the architecture of the system
What medium (system) are we designing?

29. Information Architecture for Always-on
• Traditional IA vs. New IA?
Traditional IA…
• Information Architecture
• Information Design
• Information Art
Web
(1997)

30. Current medium
• Web … Desktop Experience
• Mobile … Handheld Experience
• Watch … Wearable Experience
etc.
... What is IoT?
On-demand
Always-on

31. IoT
• Internet of Things
Nest Leaning Thermostat
by Nest Labs, 2011

32. IoT
?
• Internet Appliance
3Com Audrey
by Razorfish, 3Com, IDEO, 2000
It’s not new things.
It’s been in the industry since 2000.

33. IoT
• Connected Devices
Philips Smart Devices
by Philips, AKQA, 2012
Nike+ Training Club
by NIKE, AKQA

34. IoT
• Technology over Internet
Google’s android-based OS
for IoT devices
Google’s open standard
protocol language for IoT
Google’s open platform for BLE
(Bluetooth Low Energy) Beacons

35. Designing Connected Internet Experience
• Designing the Experience.
• Understanding the
relationship between the
element of brand
experience.

36. Designing Meaningful Experience
• Product Strategy
– What it should be
• Product Design Planning
– How it should work
Runcible by Monohm, 2015
Qlippie, 2015

37. Product Strategy
• From Defined product to Undefined product.
• Designing experience for Connected Devices & Service.
• How to drive innovation for IoT.

38. Business Invention for IoT
IoT
Innovation Strategy
Strategic thinking, New approach, Reach new market, Growth
strategy
Business Design
Business opportunity, Business Model, Business Processes
Product Development
New Product Planning and design, Platform & Service design

39. IA or Not
IA
• Professionalism.
• It’s not Information Science, it’s an art of
designing the information space and medium.
• Designing the experience of Internet medium.
Connected Devices

40. What is your title?
I’m currently working at AKQA as a Product Strategy
Director and an Experience Designer in Tokyo.
What is yours?

41. Nobuya Sato
Experience Designer
nobsato@secret-lab.jp
http://about.com//nobsato
http://slideshare.com/nobsato
Thank You