Experience Maps

transcript

morville@semanticstudios.com

Experience MapsKM & Visual Thinking

Peter Morville, KMWorld 2010

Agenda

• Introductions• Defining Information Architecture• Principles of Cartography• Shaping Territory (Classic IA)

• Paths and Places (Pervasive IA)

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

in•for•ma•tion ar•chi•tect n.

An individual who organizes the patterns inherent in data, making the complex clear.

The person who creates the structure or map of information that allows others to find their personal paths to knowledge.

The emerging 21st-century professional addressing the needs of the age focused on clarity, human understanding, and the science of the organization of information.

Richard Saul Wurman

Evolving…

Visual Thinking Unwritten Rule #1

“Whoever best describes a problem is the person most likely to solve the problem.

…or, whoever draws the best picture gets the funding.”

10“A picture can connect the strategic with the tactical in a

way no other communication form possibly can.” Dave Gray

Agenda

YOU ARE

16http://www.bbc.co.uk/bbcfour/beautyofmaps/

“Probably the best statistical graphic ever drawn, this map by Charles Joseph Minard portrays the losses suffered by Napoleon’s army in the Russian campaign of 1812.” Edward Tufte

http://www.edwardtufte.com/tufte/posters

18http://niemann.blogs.nytimes.com/2010/03/10/my-way/

“The map is not the territory.” Alfred Korzybski

“Aboriginal Creation myths tell of the legendary totemic beings who had wandered over the continent in the Dreamtime, singing out the name of everything that crossed their path - birds, animals, plants, rocks, waterholes - and so singing the world into existence.”

The Songlines by Bruce Chatwin

Animals use a combination of egocentric and geocentric techniques for wayfinding.

Ambient Findability by Peter Morville

The streets, walkways, transit lines, canals, railroads, and other channels through which people move.

The walls, shores, fences, barriers, and other boundaries that create linear breaks in continuity, both separating and relating distinct regions.

Districts

Major sections of the city that possess a common identifying character (e.g., The Financial District, The North End).

Intersections, enclosed squares, street corners, subway stations, and other hubs that serve as points of reference, transition, and destination.

Landmarks

Towering buildings, golden domes, mountains, signs, storefronts, trees, doorknobs, and other objects that serve as spatial reference points.

The Image of the City by Kevin Lynch

Environmental Legibility

Agenda

“Categorization is not a matter to be taken lightly. There is nothing more basic than categorization to our thought, perception, action, and speech.”

Where’s Diabetes?

Where’s Graves’ Disease?

Navigation

Where Am I?

What's RelatedTo What's Here?

Global Navigation

Content Lives Here,With ContextualNavigation Inline

Or Separate.

49Photo: Berkeley Path Gallery by Kevin Fox

"laptop" > $910 - $1070 > Hewlett Packard > At least 1 GB > 14 - 15 Inch > Bluetooth > 4 - 5 lbs

Understanding

Principles of Design

Incremental Construction

Progressive Disclosure

Immediate Response

Predictability

Alternate Views

Recognition Over Recall

Minimal Disruption

Direct Manipulation

Context of Use

Incremental Construction Progressive Disclosureone step at a time… more within reach…

Immediate Response Predictabilityflow requires feedback… feed-forward features and results…

Direct Manipulation Context of Usetapping into muscle memory… the delight is in the details…

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 site, because many of its resources aren’t easily findable via external searches.

Major Challenges

Strategic

Tactical

Levers

SurfaceStructure

InfrastructureGovernance

CultureLayers

Centralization

Strategy

Strategy & Structure

Services & Scenarios

Primary Audiences

Top 3 Goals / Tasks

Genealogist

Graphic Designer

Stay at Home Mom

Interest Group Member

Journalist

Museum Collections Manager

71Source: Search Patterns (2010)

Search

Objects & Relationships

Pages to Objects

Two-Way Link

Making Connections

The Right Way to WireframeS

he Right W

ay to Wirefram

ehttp://konigi.com

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e-videos

Agenda

find·a·bil·i·ty n

The quality of being locatable or navigable.

The degree to which an object is easy to discover or locate.

The degree to which a system or environment supports wayfinding, navigation, and retrieval.

am·bi·ent adj

Surrounding; encircling; enveloping (e.g., ambient air)

the ability to find anyone or anything from anywhere at anytime

David Rose

ambientdevices.com

Automatic LocatesSchedule an "automatic locate" to see where your child is at a given time.

Breadcrumbing FeatureThis feature is great for identifying a specific route or series of destinations.

morville@semanticstudios.comCisco Wireless Location Appliance

“A quick glance at the screen shows exactly where the tagged wheelchairs are located...Patients wait no more than a few minutes for a wheelchair, and we save $28,000 a month by eliminating searches.”

BrainPort

Camera in glasses captures video.

Image recreated on grid of 400 electrodes.

User feels the shape on the tongue.

Brain learns to see through the tongue.

Information is blurring the lines between products and services to create multi-channel, cross-platform, trans-media, physico-digital user experiences.

Ubiquitous Service Design

http://semanticstudios.com/publications/semantics/000633.php

I follow a plant that tweets. Her name is pothos and she lives in Toronto with Angela, an information architect. When pothos is thirsty, she asks for help. Sometimes days pass before the water comes.

Bruce Sterling once noted, "Futurism doesn't mean predicting an awesome wonder; rather it means recognizing and describing a small apparent oddity that is destined to become a great commonplace."

iPhone Sensors

• 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)

94http://www.slideshare.net/jessmcmullin/

“When a unique identifier is attached to an object, it becomes possible to collect the metadata about that object into a single information shadow.”

“The unique identifier is the leverage point with which to access and manipulate the whole information shadow in relation to similar shadows.”

While Kuniavsky advises that we view information as one of many design materials (like wood and carbon fiber) from which devices can be made, he also highlights its role as “the core material in creating user experiences.”

Scales of Experience Mike Kuniavsky

Heuristics forPervasive Information Architecture

Andrea Resmini & Luca Rosatihttp://pervasiveia.com/

What is Information Architecture?

http://www.maya.com/the-feed/what-is-information-architecture

“The study illustrates how a surprising 65% of visitors to an on-line search engine were looking for further information in relation to a product or service they saw in a television commercial or in a newspaper advertisement.”

Information Architecture for Ubiquitous Ecologies

by Andrea Resmini and Luca Rosati

102The URL Is Dead, Long Live Search

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

“53% of US online consumers say they research products online that they subsequently buy offline.”Forrester Survey, Q1 2009 (US).

“43% of consumers said they start their research online or through a mobile device, but then need to call a customer service or call center representative to complete the transaction because the necessary product or service information cannot be found online.”ATG Survey, Q4 2009 (US).

“The most common problems reported by Web-to-store shoppers related to discrepancies in prices and product information across the two channels.” Forrester Survey, Q4 2009 (US)

Service Design

The difference between products and services is more than semantic. Products are tangible objects that exist in both time and space; services consist solely of acts or process(es), and exist in time only.

The basic distinction between ‘things’ and ‘processes’ is the starting point for a focused investigation of services. Services are rendered; products are possessed.

Services cannot be possessed; they can only be experienced, created or participated in. Though they are different, services and products are intimately and symbiotically linked.

How to Design a Service by G. Lynn Shostack (1982)

Multi-Channel Service Inventory

http://www.slideshare.net/jessmcmullin/

Service Touch Points

Multi-Channel Service Inventory

Today's “service systems” may include interrelated sub-systems (e.g., person-to-person, self-service) across multiple locations, devices, and channels; and customer satisfaction is “influenced by the extent of integration and consistency” across those channels.

Bridging the “Front Stage” and “Back Stage” in Service System Design by Robert J. Glushko and Lindsay Tabas

Integration

Cross-Media

Source: Subject to Change (2008)

“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.”

User Interfaces for Physical Spaceshttp://www.maya.com/

My Shelf

Desktop

Mobile

Experience

Task Touch Points

Customer Journey Mapping

Mental Models

http://www.rosenfeldmedia.com/books/mental-models/

Features

126New Soft City by Dan Hill

127Urban Sensing by Dan Hill

IA Therefore I AmPeter Morvillemorville@semanticstudios.com

Search Patternshttp://searchpatterns.org/

Semantic Studioshttp://semanticstudios.com/

Bloghttp://findability.org/