taxonomy bootcamp 2012 keynote - improving information interactions
DESCRIPTION
Keynote from 2012 Taxonomy Bootcamp in Washington DC.TRANSCRIPT
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improving information interactions
Taxonomy Boot Camp
October 16th, 2012@samanthastar
mer
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taxonomies &
experience design
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first, thank you!
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great excuse
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NEW – VP Multichannel Commerce Experience - Razorfish
Director, Customer Experience - REIMicrosoft, Amazon
Teach at University of WashingtonMaster’s of Library and Information Science
me
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http://www.flickr.com/photos/ducdigital/3011652637
show of hands…
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when you think of design, how
many of you think of this?
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or this?
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do you think…
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i do not wear black turtlenecks;
therefore i am not a designer?
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all of you are
designers
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you design information interactions…
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“interaction is a kind of action that occurs as two or more objects have an effect upon
one another.” http://en.wikipedia.org/wiki/Interaction
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“…communication of any sort”
http://www.flickr.com/photos/baggyjumper/6635779085
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you all design
interactions &
experiences
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but designing good
experiences is getting
harder
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“information is blurring the lines between
products and services to create multi-channel, cross-
platform, trans-media, physico-digital user
experiences”Peter Morville
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????
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let’s tell a story…
http://www.flickr.com/photos/sugarpond/3016905349
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july 19, 6am
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it started as a good day
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and then…
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kaboom
http://www.flickr.com/photos/amishpatel/4803420473
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my car
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his car
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and yes…
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http://www.flickr.com/photos/sillygwailo/5617660719
the cop car
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oh crap
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just don’t do it again
http://www.flickr.com/photos/rootology/2767323250/
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need to get car out of road
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http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
so sad – collision repair
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this is why I have
insurance
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two hours later – ow.
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good, they have an app
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can’t get in
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okay, trying the website
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arrrrgh
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damn, have to talk to a human
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“go to Valley Medical Center”
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we can’t help you
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“oops”
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http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-9303-0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoon--6_best2.jpg
THIS Valley Medical Center
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five days later…
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oh, that’s helpful
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the paperwork begins
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my friend, the fax machine
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a flurry of mail
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from all different people
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confusing mail
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over three months later
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insurance was supposed to pay
this…
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we can’t help
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crap, i better pay
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silencesilence
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four months later
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six months later
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moresilence
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march
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since then, only
silence
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Ta
thanks a bunch.
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talk about an
information interaction problem…
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lesson?
http://www.flickr.com/photos/pjern/2150873799
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holistic experienceinformation interactions
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why?
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digital & physical are colliding
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even for luddites
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http://www.flickr.com/photos/dmh650/4519811399
technology is ubiquitous
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http://www.flickr.com/photos/wickedboy007/5172798292
for all ages – the young
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and the old
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http://www.flickr.com/photos/aleksiaaltonen/4791533886k
digital integrated in physical lives
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Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg
track digital likes of item
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Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
fridge alarm to social media
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Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug
physical hug from a like
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“…predictable pathways of
information are changing: the
physical world itself is becoming a type
of information system.”
http://www.mckinseyquarterly.com/The_Internet_of_Things_2538
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just going to increase
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“The future…belongs to brands
that create the best customer
experiences across all channels.”
Toys”R”Us Chairman and CEO Jerry Storch
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but
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(and here is our
opportunity)
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‘integrated experience
s are few and
far between’
Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
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people notice lack of integrationThis experience has been so stupid.
There is no way to explain the huge gap between operations in the store and
online. I will never be shopping at either again. I do not understand how
you can want and advertise 100% customer satisfaction when I know I am
0% satisfied. REI customer comment
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desktop
in the car
phone
at home
in the office
laptop
fax
consumers need to research,interact, and communicate
seamlessly between all channels,devices, and environments.
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Andrew Hinton http://www.slideshare.net/andrewhinton/linkosophy2-ebai
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we need to design seamless experiences
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that integrate digital & physical
http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/
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what does this mean?
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idly flipping – oh, cheap TV
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can I buy it locally?
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gotta buy something for me
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cool
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all set
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here we are
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picking up in store…
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oh god, Christmas
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but I have my list!
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and it tells me where!
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a little hard to see…
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but it worked!
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seamless experiences
and interactions
don’t happen by
magic
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http://www.flickr.com/photos/saroy/3455464539/
information is the foundation
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“we can see now that information is what our world runs on: the blood and the
fuel, the vital principle." James Gleick
The Information: A History, a Theory, a Flood
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it drives our interactions
http://www.flickr.com/photos/cargill/2831504796
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across brands
http://www.flickr.com/photos/chadmagiera/6831610910; http://www.flickr.com/photos/24778615@N08/4904858624/
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across companies
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through space and time
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and with each other
http://www.flickr.com/photos/kamshots/1411535817
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but it isn’t easy…
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shh…I’m going
to show you
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http://www.flickr.com/photos/practicalowl/1423935574
organizational underpants
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ad: volkl rtm 84/ipt wide ride
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let’s look on the site
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search volkl rtm 84 - nada
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search volkl wide ride - nope
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pop up ad – I need a bike
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but where’s the bike?
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how about this nice tent
http://www.flickr.com/photos/elventear/2624025722
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same item, different info
site
sign
catalog
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and more different info
in-store product handout
product tag advertising
site
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whoops
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everyone is
struggling
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here is Nordstrom
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and my mom
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it’s her favorite store
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they have navigation
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categorization
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labeling
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sounds like
taxonomy stuff, huh?
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mom’s favorite department
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but…
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no encore
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but they have plus sized clothes
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lots of them
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and they are tagged encore
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mom was sad
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so what do we do?
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design holistic, interactive
experiences that satisfy whenever,
however, and wherever our users need information
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we are the right people!
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http://www.flickr.com/photos/the-o/330134132
information is the bridge
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information needs to be organized across
touchpoints, channels, mediums
& devices
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how?
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start now1.open your eyes2.get outside your
box3. create the vision4. bridge between
silos
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1. open your eyes
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notice the world around you
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where does info help?
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where is it missing?
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is it confusing?
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is the terminology helpful?
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is it wrong? or right?
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does digital & physical match?
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do all touch points match?
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how would taxonomies help?
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2. get outside your box
http://www.flickr.com/photos/jaboobie/4756495600
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don’t hide in spreadsheets
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holistic experienc
es
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http://www.flickr.com/photos/seandreilinger/316273612
can’t be created in a vacuum
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you don’t have to be an expert
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“an interesting thing happened today – we were invited to help Visual Merch decide what shelf labels to
use in the retail stores .”
from one of my employees
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http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
eek – I don’t know store design
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my employee was smarter“an interesting thing
happened today – we were invited to help Visual
Merch decide what shelf labels to use in the retail
stores .”
“This is a great win for us”
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get out of your cube
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go to another department
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immerse in the physical
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even try it yourself
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3. create the vision
http://www.flickr.com/photos/pasukaru76/3998273279
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know the big picture
http://www.flickr.com/photos/aatemu/4784742636/
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Trying on tent
http://www.flickr.com/photos/hollabackpack/184849492
when is physical important?
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what makes people happy?
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Meet Aaron
Outdoor Loyal31, Chicago
Weekend warrior involved in many sports, knows a lot about gear, and loves to research
“I push myself in work and play and need my gear to keep up with me”
create a story of the vision
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I’ll visit REI for gear suggestions for my upcoming race…
illustrate information needs
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Here is my bike research list…
showcase end results
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(remember it’s about the
results, not a pristine
taxonomy)
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http://www.flickr.com/photos/docsearls/5500714140
4. bridge between silos
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Ted Nelson
people keep pretending they can make things
deeply hierarchical,
categorizable and sequential
when they can't. Everything is
deeply intertwingled.
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via Peter Morvillehttp://www.slideshare.net/morville/ubiquitous-ia
everything is connected
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information needs to bridge
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BE the bridge
http://www.flickr.com/photos/docsearls/5500714140
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between digital and
physical
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between services
and products
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between people and departmen
ts
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leave the computer
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share your work
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learn from others’ work
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plan together
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UX Mag
work together
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design together
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start now1.open your eyes2.get outside your
box3. create the vision4. bridge between
silos
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one last thing…
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consumers cited their greatest frustration as when the experience does not match the
promise a company made to them up front.
The New Realities of “Dating” in the Digital Age: Are Customers Really Cheating, or Are You Just Not Paying Enough Attention?
Accenture 2011 GlobalConsumer Research Study
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executives care about this
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entire industries are in their customer
experience infancy (…health insurance, TV service,
Internet Service providers, PC manufacturers, wireless service
providers, airlines and credit card providers)
2011, Forrester Research, Inc.
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get yourself a raise
http://www.flickr.com/photos/68751915@N05/6355231757
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http://media.nara.gov/media/images/29/4/29-0378a.gif
get a seat at the strategy table
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remember…
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you are ALL designers
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be an information hero
http://www.flickr.com/photos/baking_in_pearls/3960662314
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http://www.flickr.com/photos/baking_in_pearls/3960662314
thank you!! Samantha Starmer