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Don't a Digital Dinosaur - Web 2.0 2011

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Don't a Digital Dinosaur - Web 2.0 2011

  1. 1. Don’t Become a Digital DinosaurDesign for the Space Between Web 2.0 2011 @samanthastarmer
  2. 2. me UX & IA related work for places like Amazon, Microsoft REI – Recreational Equipment, Inc. Create and lead IA, UX, IxD teams Teach at University of Washington
  3. 3. first time at brick & mortar http://www.flickr.com/photos/dirpics/464458290/
  4. 4. Waitress picture 10 years inrestaurant business
  5. 5. a story… http://www.flickr.com/photos/sugarpond/3016905349
  6. 6. Australianconference
  7. 7. Sydney pictureimagined myself in Sydney
  8. 8. but I’m aprocrastinator
  9. 9. oh crap
  10. 10. huh. an electronic Visa.well, that’s pretty cool.
  11. 11. except I can’tcheck in online
  12. 12. even though I bought my tickets and Visa online
  13. 13. damn, have to talk to a person http://www.flickr.com/photos/mkooiman/787191703
  14. 14. waited in long check-in line http://www.flickr.com/photos/jopoe/4569447498
  15. 15. http://www.flickr.com/photos/bryansblog/411455656
  16. 16. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  17. 17. “this won’t work”
  18. 18. Censored!but, it has official stuff and numbers and …
  19. 19. “i’m a human,not a machine”
  20. 20. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  21. 21. “what’s your itinerary?”
  22. 22. thank god I’m old school
  23. 23. what about my visa?
  24. 24. Sleeping at Airport http://www.flickr.com/photos/feline_dacat/3197429380
  25. 25. “i have no idea”
  26. 26. Flight agent picture http://www.flickr.com/photos/dykstranet/211106615
  27. 27. http://www.flickr.com/photos/slworking/4169134307
  28. 28. “Change screens, Pillow Pillow” “Where’s the Pillow?”“Didn’t they cover that in training?” “Backslash Backslash” “Okay, tietac” “What?” “Tietac” “huh?” “Like Tie” “carrot backslash” “United States” “Pillow Pillow” “Change Screens”
  29. 29. lesson? http://www.flickr.com/photos/pjern/2150873799
  30. 30. Holisticexperience
  31. 31. http://www.flickr.com/photos/raftwetjewell/3121396468
  32. 32. our lives cross physical and digital
  33. 33. our lives cross channels
  34. 34. we must design for the holistic experience
  35. 35. don’t design for just website
  36. 36. …app
  37. 37. …or physical environment http://www.flickr.com/photos/24218656@N03/4589621372/
  38. 38. digital and physical are colliding
  39. 39. 70% of US onlineconsumers researchproducts online and purchase them offline Forrester, Profiling The Multichannel Consumer, July 2009
  40. 40. 53% of mobile searches on Binghave a local intent Greg Sterling Search Engine Land https://searchengineland.com/microsoft-53-percent-of-mobile-searches-have-local-intent-55556
  41. 41. technology is everywhere
  42. 42. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsinohttp://www.slideshare.net/designswarm/creating-the-internet-of-things
  43. 43. customersdon’t think about channels
  44. 44. http://www.crwgraphics.com/blog/wp-content/uploads/2010/08/multichannel-marketing.bmp
  45. 45. customers don’t thinkabout design disciplines
  46. 46. http://www.kickerstudio.com/blog/images/ux.jpg http://www.jjg.net/elements/pdf/elements.pdf http://www.montparnas.com/articles/wp-content/uploads/2006/10/user%20experience%20design%20explained.gif http://mickwinters.com/wp-content/uploads/2010/02/venn1.gif
  47. 47. customersdo think aboutyour company
  48. 48. across time,touchpoints andexperiences
  49. 49. however we want to shop
  50. 50. whenever we see your brand http://www.flickr.com/photos/cdevers/3388665920
  51. 51. outsidehttp://www.flickr.com/photos/cafemama/542656019
  52. 52. insidehttp://www.flickr.com/photos/penmachine/2971108982
  53. 53. packaging http://www.flickr.com/photos/streamishmc/2391505902
  54. 54. signshttp://www.flickr.com/photos/andrewbain/2510253694
  55. 55. employees http://www.flickr.com/photos/7577938@N02/4897443265
  56. 56. things outside our control http://www.flickr.com/photos/jaxphotography/267129315
  57. 57. design cross channel experiences
  58. 58. design for multiple interaction touchpoints
  59. 59. design for the space betweeninteractions, interfaces, and channels
  60. 60. design for theholistic experience
  61. 61. “fill in theactivity gaps to create great continuousexperiences”
  62. 62. http://www.uie.com/articles/gap_between_activities/
  63. 63. http://www.uie.com/articles/gap_between_activities/ http://www.uie.com/articles/gap_between_activities/
  64. 64. between channels
  65. 65. between channelsbetween platforms
  66. 66. between channels between platformsacross digital & physical
  67. 67. tie the experience together http://www.flickr.com/photos/__olga__/4749585423/
  68. 68. 5 principles 5 methods 5 tools
  69. 69. 5 principles1. convenient2. connected3. consistent4. contextual5. (a) cross time
  70. 70. convenient
  71. 71. Walgreen on iPad
  72. 72. http://www.flickr.com/photos/jsrcyclist/3181389420 http://www.flickr.com/photos/zachklein/3964249
  73. 73. Walgreen’s drive in http://www.flickr.com/photos/ambernectar/4042608385
  74. 74. consistent
  75. 75. SF Nordstrom
  76. 76. Nordstrom Brass Plum
  77. 77. Nordstrom Savvy
  78. 78. Nordstrom Encore
  79. 79. connected
  80. 80. consider the experience of transitions http://www.flickr.com/photos/mcdemoura/2209204939
  81. 81. Multiple Waiters
  82. 82. Netflix
  83. 83. contextual
  84. 84. 15% bump inweekend traffic http://www.flickr.com/photos/dalydaly/10813808
  85. 85. Trying on tentresearch online, try in store http://www.flickr.com/photos/hollabackpack/184849492
  86. 86. think about on ramps and off ramps
  87. 87. (a)cross time
  88. 88. http://www.flickr.com/photos/mcmortygreen/3176998867
  89. 89. http://www.flickr.com/photos/yourdon/2594767344
  90. 90. http://www.flickr.com/photos/sa_ku_ra/13009153
  91. 91. 5 methods1. think in terms of services2. share the sandbox3. start walking4. comfort in discomfort5. why vs. what
  92. 92. 1. Think in terms of services think in terms of services Waitress
  93. 93. Fluevog on iPad
  94. 94. From: seattlefluevog@cablespeed.comTo: sstarmerj@hotmail.comSubject: Fluevog order 20110211-00072873Date: Fri, 11 Feb 2011 16:52:38 -0800Hey Samantha,We have both shoes you ordered online here at the Seattle store. If you’d like to pickthem up this weekend and save on shipping let us know otherwise they will ship outMonday.Thanks,LeahJohn Fluevog Shoes205 Pine St.Seattle, WA 98101phone: (206)441-1065fax : (206)728-7955seattle@fluevog.comwww.fluevog.comwww.myspace.com/fluevogseattle"There are two kinds of people: those who shy away from attention, and those who wearFluevogs." - JF
  95. 95. http://www.flickr.com/photos/trufflepig/4370405501
  96. 96. Incremental Sale
  97. 97. 2. share the sandbox http://www.flickr.com/photos/erikwdavis/2687670846
  98. 98. UX Mag let people in.let people design. let people play.
  99. 99. 3. start walking http://www.flickr.com/photos/jonathanbeard/3038114579/
  100. 100. 4. comfort in discomfort
  101. 101. you don’t haveto be an expert
  102. 102. eek – I don’t know anything about store design! http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
  103. 103. “an interesting thing happenedtoday – we were invited to help Visual Merch decide what shelf labels and categories to use in the retail stores for backpacks.This is a great win for us”
  104. 104. 5. why vs. what http://www.flickr.com/photos/segozyme/3105128025/
  105. 105. buying a tent
  106. 106. for backyard? http://www.flickr.com/photos/jcast911/4037694806
  107. 107. or backcountry snow? http://www.flickr.com/photos/reway2007/427303733
  108. 108. 5 tools1. document2. experience map3. get behind the scenes4. tell a story5. cross train
  109. 109. 1. document http://www.flickr.com/photos/thelustlizardofmelancholycove/5053889505/
  110. 110. http://www.flickr.com/photos/frerieke/3882000183
  111. 111. 2. experience map http://www.flickr.com/photos/dimitratzanos/4615310997
  112. 112. think about thecustomer’s whole journey
  113. 113. 3. get behind the scenes http://www.flickr.com/photos/honorapearls/4155009907/
  114. 114. http://www.flickr.com/photos/vitorcastillo/2994723741
  115. 115. http://www.flickr.com/photos/mattwright/1787856/
  116. 116. http://www.flickr.com/photos/oldonliner/3484504583/
  117. 117. 4. tell a story http://www.flickr.com/photos/sugarpond/3016905349
  118. 118. Meet JaneOutdoor Loyal38, PortlandInvolved in overlappingsports and understandsthe value of good gear“I kind of have a jacketproblem… I’m runningout of reasons to buyanother one”
  119. 119. Monday… I want to go backpacking this weekend!
  120. 120. Time to plan…
  121. 121. I want to go somewhere beautiful…
  122. 122. 5. cross train http://www.flickr.com/photos/zackojones/4191554608/
  123. 123. Success
  124. 124. Don’t be a digital dinosaur
  125. 125. don’t design for thescreen, design for the holistic experience
  126. 126. don’t design for thetechnology, design for the holistic experience
  127. 127. don’t design for thechannel, design for the holistic experience
  128. 128. design for the space between… http://www.flickr.com/photos/mrxception/4999592715
  129. 129. 5 principles 5 methods1. convenient 1. think in terms of services2. connected 2. share the sandbox3. consistent 3. start walking4. contextual 4. comfort in discomfort5. (a) cross time 5. why vs. what 5 tools 1. document 2. experience map 3. get behind the scenes 4. tell a story 5. cross train
  130. 130. Workshops The Future of WebDesign Isn’t Just the Beyond Digital: Web: Design for Designing for the Cross-Channel Cross-Channel Experiences Wednesday, May 25th Future Portland, OR With Jess McMullin Thursday, March 31st Denver, CO http://www.flickr.com/photos/39747297@N05/5229733647
  131. 131. Questions?? http://www.flickr.com/photos/druclimb/3277540656/
  132. 132. Thank yousstarme@rei.com@samanthastarmerhttp://uxmag.com/strategy/dont-become-a-digital-dinosaur

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