Better Cross-Channel Experiences With Metadata @AdamUngstad
#XChannelMetadata
Metadata enables...
consistency
context
interoperability
incross-channel experiences
by facilitating
structured information exchanges.
what is metadata?
information about
information objects
the content
the containers
of information objects
what is an information object?
Document
http://www.flickr.com/photos/mukluk/292641326/lightbox/
3 Types of Metadata
DescriptiveAdministrative
Structural
Descriptive
discover & identify
Date ColourVersionCategoryMakeOrigin
When used with UX techniques such as
Faceted Search
Descriptive metadata...
...enables context.
Administrative
manage
StatusExpiry DateContent OwnerAccess RightsIntellectual Property
Right contentRight time
Right channelRight user
When used with UX techniques such as
Content Strategy
Administrative metadata…
…enables consistency.
Structural
compositionof compound objects
Name
First Name
Middle Initial
Last Name
Surname
Other Given NamesFirst Namecv
Surname (Birth)cv
Surname (Previous)cv
cv
When used with UX techniques such as
Form Design
Structural metadata enables interoperability.
Channels
Multi-Channel
PhoneWebsite SMS Mail In-Store
PhoneWebsite SMS Mail In-Store
PhoneWebsite SMS Mail In-Store
Cross-Channel
PhoneWebsite SMS Mail In-Store
PhoneWebsite SMS Mail In-Store
Moving between channels
requires information exchanges.
So how do we exchange information?
3 Sides of Information Architecture
Presentation
Pres
enta
tion
Storage
Pres
enta
tion Storage
Exchanges
Pres
enta
tion Storage
Exchanges
each side has aunique structure
exchanges
X
YX
YX ZZ
ZZZZ
ZZZZ
Org 1
Org 2
Org 4
Org 3
What is ‘Z’?
Metadata Standards
ZZZRDF
Org 1
Org 2
Org 4
Org 3
ZZZNIEM
Org 1
Org 2
Org 4
Org 3
ZZZDUBLIN CORE
Org 1
Org 2
Org 4
Org 3
ZZZGood Relations
Org 1
Org 2
Org 4
Org 3
ZZZOASIS
Org 1
Org 2
Org 4
Org 3
ZZZXML
Org 1
Org 2
Org 4
Org 3
standardsenable exchanges
exchangesenable data linking
what is defined by a metadata standard?
Semantics
meaning
“bench”
Syntax
expression
capsicum
pepper
Name
3ric?
St. Germaine?
Lexical Rules
words
Name
The Cookie Monster?
Talula Does The Hula From Hawaii?
Experiences
If a pepper is an information object...
...a user is one too.
PhoneWebsite SMS Mail In-Store
is an experience ‘one size fits all’?
experiences must be personalized
previous experiences
memories
expectations
wants
interests
aspirations
behaviours
each channel
must know the user
users are not an exchange mechanism!
YX ZZ
never ask for something twice
you only get one first chance
What to do on Monday:
1. make metadata a priority
link metadata to ROI
reduce inefficiencies
create loyalty
2. define your data
information objects
content assets
users
relationships
1 : 11 : many
many : many
1 : 11 : many
many : many
is part ofis delivered by
is used with
Ontology
Mental Models
@indiyoung @rosenfeldmedia
Contextual Inquiries
Diary Studies
discover what needs to be defined
specify
semanticssyntax
lexical rules
start with a controlled vocabulary
3. identify exchanges
internal & external
Journey Map
@uxjam
Business Origami
@jessmcmullin
happy paths
unplanned paths
4. build the infrastructure
start small
build on what exists
borrow & reuse
you have to start somewhere
build better cross-channel experiences
with metadata
Thank You!
@AdamUngstad
