experience design: why pages are the last thing you need to worry about
DESCRIPTION
Annotations/Backstory available on my blog: http://www.exfoo.com/2009/03/emerging-experience-design-tenets/ Some thoughts on emerging approaches to designing experiences; major differences between traditional "IA" or "desktop publishing" and designing user experiences.TRANSCRIPT
Yeah, I Know...Right?I don’t think that the guy from Finland who designed
this slide ever read my article...
Anyway...Hi. I’m Tim.
Twitter@nanotim
Experience Design Why Pages are the Last Things
You Need To Worry About
or...
How I Learned to Keep Jakob on the ShelfUntil I’m Designing a Page
So...It’s Three ThingsIt’s Always 2, 3, or 5 Things...Right?
FirstDesign Experiences - Not Pages
SecondGrow Organically
ThirdDesign Inside Out
PagesThe Old Building Blocks
People Aren’t Looking for PagesThey Want Answers
The Experience of Finding Digital Brings Drastic Changes to the Role of an Index
Outdoor D
isplay
Text Message
View Em
ail
Microsite Visit
Magazine Ad Im
pression
View YouTube Video
Registration on M
icrosite
Share Video with Friends
View YouTube Video
Watch Show
Gather O
nline Clue
dropped in Show
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Search Was KingBecause Attribution Has Been Going to Last Click
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Real Behavior is MessyMapping a Series of Interactions
So...Let’s Design Experiences Behavior cannot be modeled in a Site Map
We Can Design ExperiencesAnd...then a Site Map
Audience Situation Questions
Sto
ryb
oa
rdU
ser
Acti
on
Co
nte
nt
Avail
ab
le
Audience + Situation
Situation:
The Gamer Seeker is already
familiar with the G4TV.com
site.
He is stuck on the 5th level of
Warhammer 2 for Xbox, but
can’t seem to get pass
the Ogre.
He knows he can go to
G4TV.com’s site to find out
cheats from others around
the community.
The Gamer Seeker
I can’t get pass level 5! Can I find it on
G4TV.com?
Great. There are results for Warhammer 2.
I wonder how many there are?
Okay. There are quite a few results. How
can I find my specific result?
I wonder what everyone else is saying
about Warhammer 2?
Wow! There is a huge community of
Warhammer 2 fans...I wonder what the top
gamer has to say?
Video Clips
News & Reviews
UGC
Cheat Database
UGC Cheats
Cheat Database
UGC Cheats
G4TV. Provided my cheat..and more!
The Gamer enters the
Homepage via a bookmark
that they have set previously.
They select “Cheats” under
the Game Menu.
Great. I can filter down to just level 5
results, read, and copy the cheat code.
Homepage Cheats Index Page
The gamer lands on the Cheat
index page where they are able to
filter their results by “Platform”
and “Genre” and finally “Title.
"They go through the alphabetical
index results and select
Warhammer 2
Cheats Index Page
The page rebuilds with a list of
Warhammer 2 cheats, as well as
related information. They are able
to filter to level specific cheats.
After finding and reading through
the cheat, hey notice that there is a
community of other Warhammer 2
Gamers.
TO UGC BLOG
The gamer lands on the User
Game Detail page. It is built to
have focus on all things
Warhammer 2. The Gamer
wants read the top blog post.
Game Detail Page
Okay. I notice there is a category for
Warhammer 2. I wonder how many entries
there are?
I want to read the top blog entry
Complete. There is a variety of WH2
Community content to choose from.
I now have 237 results.
Video Clips
News & Reviews
UGC
Start with StoriesLo-fi UI’s + Narrative FTW
Home
Products Landing
Communities
Support Landing
About Intel Landing
Product Category Landing
Product Family Landing
Language
Predictive Search UI
Search
Download Item
Support Article
Grant DetailGrants and Programs
Technologies
Reseller Program Landing
Product Nav
1
2
3
4
5
6
7
8
9
10
11
12
13
Corporate Leadership Leadership Profile
Sales Guide
Embedded Community Landing
5
13
12
11
1
9
10
6
2
8
7
4
3
IT Manager Needs Turbo Memory Driver
Active Pragmatist Wonders What “Intel Inside” Means
Active Pragmatist Looks for Dell Support
Intel Tells a Unified Product Family Story
Academic Researcher Look for Funding
Hardware Designer Chooses a Processor for BOM
Tech Setter Compares and Prices Core i7 Desktop Processor
Brazilian Consultant Changes Country Selection
IT Manager Researches Intel and AMD Based Notebooks
Unregistered System Integrator Needs Motherboard Specifications
Industry Analyst Preps for Interview
Sales & Marketing Influencer Needs Marketing Info
Hardware Designer Connects with Other Designers
Experiences AggregateStories Combine to Show System Structure
In ReviewDesign Experiences - Not Pages
In Review
People Are Looking for Answers + Entertainment
People Aren’t Looking for Pages
Design the Experience, Then Design the Site Map
Compile Stories to Describe the System
Part 2Die, Enterprise, Die
Innovate, Then IntegrateDesign What You’re Going to Design
Are Those Requirements?Or, Are You Just Happy to See Me?
Who’s Designing Here, Anyway?The Solution Is The Design
Design is Thinking, Made Visual- Saul Bass
A Word on UX + CreativeHow to Design Together
UX RolesAnalyze the Challenge, State the Insight,
Connect the Solution
UX RolesUnderstand Relationships Between Brand, Product,
+ People
UX RolesFight for the User
Creative RolesEvoke Visceral Reactions
Creative RolesMake People Feel an Idea
Creative RolesVisualize Thinking
Comfortable ChaosThe Best We Can Hope For, Sometimes...
In ReviewGrow Organically
In Review
Innovate, Then Integrate
Enterprise Will Not Innovate by Nature
Requirements Are Not the Design
Strive for Comfortable Chaos with Creative
Part 3Design Inside Out + Outside In
The Real WorldUnstructured Data
Semantic StructuresEven Indexed Information Is Not Optimal
Bottom-Up TaggingLimited by Quantity of Topics + Differences in Usage
Why Design Ontology?Multiple Concepts of Meaning for Organizing Content
What Does It All Mean?We Must Swing Both Ways
Create the ExperienceProvide the Context + Container
What Is the Experience?What Does the Brand Do? What Do People Do?
Create the ContainersWhat’s the Context? Where Does This Happen?
In ReviewDesign Inside Out
In Review
Semantic = Strong Identifiers, Simpler Experiences
The Best Index Still Yields a List
Ontology = Good for Growing Structures
Ontology != Silver Bullet
Design the Heart of the Experience + Page/Context
Thanks, a lot...Please reach out
Tim RichardsDirector, User Experience
More at: feed.razorfish.com
CreditsPhotos + Work
Slide 4, Tim @ LA UX Party: Jeff MercadoSlide 7, 3 Things: http://www.flickr.com/photos/visbeek/2284023857/
Slide 8, I’ve Got a Bad Feeling About This: http://www.flickr.com/photos/texmetz/2925660924/Slide 9, Leave The Desk...: http://www.flickr.com/photos/monkfish44/2926711594/
Slide 10, What Is It, Sir?: http://www.flickr.com/photos/monkfish44/3266299770/Slide 26, PlayBill “One, Two, Three”: http://www.idave.com
Slide 41, Ontology Diagram: Rich KeevesSlide 42, Basil Exposition, Austin Powers: http://www.imdb.de/media/rm789813248/ch0002431
Slide 43, First Month! 02: http://www.flickr.com/photos/carpintinha/3016009302/Slide 44-45, G4 Sketches: Darren Wong