Channels and Models and Maps, Oh MyKey Impressions of IA Summit 2012

Jen Vetterli@jenvetterlicom | http://ca.linkedin.com/in/jenvetterli | http://www.slideshare.net/jenvetterli

http://www.pdphoto.org/PictureDetail.php?mat=&pg=8882

Across

IA Summit 2012 was about:Experience

Channels

http://www.slideshare.net/bobbywatson/a-different-grid-multichannel-service-design-the-african-way

http://www.slideshare.net/morville/ubiquitous-ia-crosschannel-strategy

http://www.slideshare.net/ptquattlebaum/orchestrate-againstatomism-with-notes-copy

We’re all doing it…

•Common challenges•Common themes•Common toolsets

Multi-Channel

≠Cross-

Channel

Challenges:

Via http://www.slideshare.net/morville/design-for-crosschannel-experiences

ContentContext

Organization

3 Key Themes:

The

Content

http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

Create Once, Publish

Everywhere

COPE =

COPE

• Multiple sizes• “Truncation is not a content strate…”

• Meaningful metadata• Descriptive• Administrative• Structural

• Written for reuse• Chunks, not pages

• Better CMS workflow

Context

Myths

http://natalieshell.com/wp-content/uploads/2011/03/flat-earth.jpg

Myths

• Mobile = On-the-Go• Mobile = Rushed + Distracted• Mobile < Desktop• Mobile = Separate Website• Mobile = App• Tablet ≥ Cellphone• Tablet < PC• Complexity = Bad• Extra Taps or Clicks = Bad

Context

http://mail.colonial.net/~hkaiter/astronomyimagesC/planets2.jpg

Context

• Place• Location• Goals• Channels available

• Mindset• State of mind• Impact on Success• Desired state

• Social• Peer pressure• Public/Private• Platform expectations

Organization

The

Break Down the Silos

http://www.slideshare.net/morville/design-for-crosschannel-experiences

Examine the Business Model

• What is the value proposition to the customer?

• How do the you build in customer retention?• How do you scale?• How do you measure success?

Communicate, Collaborate, Facilitate

• Provide a vision• Seek clarity• Listen

• Share• Be Transparent• Evangelize

Tools

Campaign Experience Map

Tools:

System ModelCustomer Journey

Map

Business Model Canvas

Touchpoint Matrix

Rich Picture

Cross-Channel Blueprint

Persona

Service Inventory

Org Chart

Marketing Alignment Map

Service Blueprint

Customer Journey Map

• Narrative• Relationships• Touchpoints

http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html

Business Model Canvas

• Value proposition• Infrastructure• Customers• Finances

http://www.businessmodelgeneration.com/canvas

Cross-Channel Blueprint

• Tasks• Channels• Priorities

http://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html

Questions?

Links

IA Summit 2012 sessions referenced in this talk•Design for Cross-Channel Experiences

http://www.slideshare.net/morville/design-for-crosschannel-experiences

•Strategic User Experience (this deck is not from IA Summit – a similar deck was presented)http://www.slideshare.net/leisa/strategic-ux-ux-cambridge-nov-2011

•Adapting Ourselves to Adaptive Contenthttp://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

•Better Cross-Channel Experiences with Metadatahttp://www.slideshare.net/aungstad/better-crosschannel-experiences-with-metadata-information-architecture-summit-2012

•The Myths of Mobile Contexthttp://globalmoxie.com/jhc/prez/mobile-myths.pdf

•Beyond Channels: Context is Kinghttp://speakerdeck.com/u/wallowmuddy/p/forget-channels-context-is-king

•Modeling Systems for Information Architecturehttp://www.slideshare.net/sorenmuus/modeling-systems-cxjourney

•More with Less: Make Better Products by Making Companies Betterhttp://www.slideshare.net/willsansbury/more-with-less-making-better-products-by-making-companies-better

Links

All IA Summit 2012 Deckshttp://lanyrd.com/2012/iasummit/coverage/

Other resources referenced in this talk•Using Customer Journey Maps to Improve Customer Experience

http://blogs.hbr.org/cs/2010/11/using_customer_journey_maps_to.html

•The Business Model Canvashttp://www.businessmodelgeneration.com/canvas

•Cross-Channel Blueprints: A tool for modern IAhttp://tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html

Thank You!

Jen Vetterli•Twitter: @jenvetterlicom•LinkedIn: http://ca.linkedin.com/in/jenvetterli•Slideshare: http://www.slideshare.net/jenvetterli