Keynote by Peter Boersma at the Italian IA Summit

1. user experience the next step for IAs? peter boersma senior experience designer info.nl italian IA summit rome, italy february 24 th 2006

10. In the beginning, there was little IA… IA IA

12. … and then IAs discovered other fields… IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science

13. … a lot of other fields…

14. … and mapped their relationship with IA…

15. … and it got complex…

16. … very complex!

17. Some tried to solve it this way… IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science BIG IA

19. I don’t agree… IA BIG IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science

20. I say some skills are unique to IA IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science search metadata controlled vocabularies deep IA

21. … and some skills we share... IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science navigation labeling content analysis shallow IA deep IA

22. ...and I do believe IA is “bigger”… IA other fields shallow IA deep IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science

23. … because it also includes Business IA IA other fields ROI, organizational impact, selling, managing, process

25. So here is my T-shaped world view… IA other fields shallow IA deep IA business IA

26. … but other fields see the same... IA IxD Usability other fields

27. … all of them… IA IxD Usab Copy Mar comm InfoD Vis D IA IxD Usability ID CS

28. … and I believe that the overlap is: IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS

30. So is UX the next step for IAs?

31. User Experience is mostly other fields IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS

32. Raise your hand if you call yourself… IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS Industrial Designer Computer Scientist Visual Designer Marketing & Communication specialist Information Designer Copywriter Interaction Designer Usability Engineer Information Architect

33. … but does your diploma say you are? IA IxD Usab Copy Mar comm InfoD Vis D ID CS

34. We all came from different directions… IA IxD Usab Copy Mar comm InfoD Vis D ID CS

35. … and we are going into different directions... IA other fields shallow IA deep IA business IA

36. … so IAs already are UX practitioners! IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS IA other fields shallow IA deep IA business IA

38. Insight into overlap with other fields IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS

39. Insight into overlap with other fields other fields shallow IA navigation, labeling, content deep IA search, metadata controlled vocabularies business IA ROI, organizational impact, selling, managing, process guerrilla IA other fields other fields

41. A definition of the field of IA (okay, mine) shallow IA navigation, labeling, content deep IA search, metadata, controlled vocabularies business IA ROI, organizational impact, selling, managing, process other fields other fields guerrilla IA simplified methods

42. T-shaped education and experience IA other fields shallow IA deep IA business IA

43. Worldwide-to-local representation

44. We need Peters everywhere!

48. user experience the next step for IAs? peter boersma http://www.peterboersma.com [email_address] italian IA summit rome, italy february 24 th 2006