IA CAMP 2015 The Future of Information Architects

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� Nobuya Sato

July 17th., 2015

#IACAMP2015

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…

Books

IA, Web Design, Mobile, Android UI/UX…

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

Information Architect

1996� 1998�

Introduction

What is IA?

Introduction

What is was IA?

Interview on B-ing, 2000

Introduction

What is was IA? What is was IA?

Why IA? IA

Evolution of (information) medium

Web� Mobile�Tablet�

Phone�Desktop PC�

Notebook�

Wearable�CD-ROM�

Smartphone� Watch�

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?

IA History in Japan IA

IA UX HCD/UXD …

… so what is UX?

UX

What is UX?

•  UX is not UI •  Designing the experience of the user.

Understand the elements of UX

Elements of UX

The Element of User Experience by Jesse James Garrett, 2000�

- 5 (2005)

Elements of UX: Structure

Elements of UX: FacetsFL8L��*��M�������

User Experience Design (UX Honeycomb) by Peter Morville, 2004�

Elements of UX: Domain

Treatise on User Experience Design by Erik Flowers - Intuit, 2011�

Elements of UX: Domain

“How?”

Technology�

Business� Design�

UX�

“What?” “Why?”

Treatise on User Experience Design by Erik Flowers - Intuit, 2011�

Elements of UX: Values

Our Approach, Design Thinking by IDEO�

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�

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�

UX, Balance between Two Goals UX 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�

Brand Experience Model UX,

Designing Brand Experience (Razorfish, 2000)�

UX deliverables UX

Treasure Map, User Experience Deliverables by Peter Morville 2009�

UX deliverables = Task of IA UX = IA

•  User Journey Map / Customer Experience Map •  HCD / UCD methods •  Workshop / Design Thinking •  Prototyping •  Wireframe •  …etc.

UX deliverables = Task of IA UX = 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.

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)�

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Role of IA IA

Polar Bear Book•  Information Science •  Structure •  Navigation •  Data Modeling •  …

Information Architects •  Information Design •  Interaction •  Storytelling •  Experience Modeling •  …

Role of IA IA

•  Owning (ownership) of user experience of the system

•  Designing the architecture of the system

What medium (system) are we designing?

Information Architecture for Always-on

•  Traditional IA vs. New IA?

•  Information Architecture •  Information Design •  Information Art

Web (1997)

Current medium

•  Web … Desktop Experience •  Mobile … Handheld Experience •  Watch … Wearable Experience …etc.

... IoT?

On-demand�

Always-on�

IoT

•  Internet of Things

Nest Leaning Thermostat by Nest Labs, 2011

IoT

•  Internet Appliance 3Com Audrey by Razorfish, 3Com, IDEO, 2000

IoT

•  Connected Devices Philips Smart Devices by Philips, AKQA, 2012

Nike+ Training Club by NIKE, AKQA�

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�

Designing Connected Internet Experience

•  Designing the “Experience”

•  Understanding the relationship between the element of brand experience

Designing Meaningful Experience

•  Product Strategy –  What is should be

•  Product Design Planning –  How it should work

Runcible by Monohm, 2015�

Qlippie, 2015�

Product Strategy

•  From “Defined product” to “Undefined product”

•  Designing experience for Connected Devices & Service

•  How to drive innovation for IoT.

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

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

What is your title?

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

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

Thank You