Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions

improving
information
interactions
Taxonomy Boot Camp
October 16th, 2012
@samanthastarmer

taxonomies &
experience
design

me
NEW – VP Multichannel Commerce Experience - Razorfish
Director, Customer Experience - REI
Microsoft, Amazon
Teach at University of Washington
Master’s of Library and Information Science

show of hands…

http://www.flickr.com/photos/ducdigital/3011652637

when you think
of design, how
many of you
think of this?

i do not wear black
turtlenecks;
therefore i am not
a designer?

you design information interactions…

“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

“…communication of any sort”

http://www.flickr.com/photos/baggyjumper/6635779085

you all design
interactions &
experiences

but designing
good
experiences is
getting harder

“information is blurring the
lines between products and
services to create multi-
channel, cross-platform,
trans-media, physico-digital
user experiences”
Peter Morville

let’s tell a story…

http://www.flickr.com/photos/sugarpond/3016905349

kaboom

http://www.flickr.com/photos/amishpatel/4803420473

the cop car

http://www.flickr.com/photos/sillygwailo/5617660719

just don’t do it again

http://www.flickr.com/photos/rootology/2767323250/

so sad – collision repair

http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg

“go to Valley Medical Center”

THIS Valley Medical Center

http://cdn.assets.sites.launchrocketship.com/7a019f65-a5c3-4d32-930
0640affd6f7b/files/de97003a-2719-4f24-bf02-3771bcfd0a72/zvm-east_exterior-afternoo

insurance was supposed
to pay this…

since then,
only
silence

talk about an
information
interaction
problem…

lesson?

http://www.flickr.com/photos/pjern/2150873799

holistic
information
experience
interactions

digital & physical are colliding

technology is ubiquitous

http://www.flickr.com/photos/dmh650/4519811399

for all ages – the young

http://www.flickr.com/photos/wickedboy007/5172798292

digital integrated in physical lives

http://www.flickr.com/photos/aleksiaaltonen/4791533886
k

track digital likes of item

Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg

fridge alarm to social media

Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg

physical hug from a like

Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug

“…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

“The future…belongs to
brands that create the
best customer
experiences across all
channels.”
Toys”R”Us Chairman and CEO Jerry Storch

(and here is our
opportunity)

‘integrated
experiences
are
few and far
between’
Alexandra Deschamps-Sonsino
http://www.slideshare.net/designswarm/creating-the-internet-of-things

people notice lack of integration
This 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

at home desktop

consumers need to research,
interact, and communicate
seamlessly between all channels,
laptop
fax
devices, and environments.
in the office

phone in the car

Andrew Hinton
http://www.slideshare.net/andrewhinton/linkosophy2-ebai

we need to design seamless
experiences

that integrate digital & physical

http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/

idly flipping – oh, cheap TV

seamless
experiences
and
interactions
don’t happen
by magic

information is the
foundation
http://www.flickr.com/photos/saroy/34554645

“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

it drives our interactions

http://www.flickr.com/photos/cargill/2831504796

across brands

http://www.flickr.com/photos/chadmagiera/6831610910; http://www.flickr.com/photos/24778615@N08/4904858624/

and with each other

http://www.flickr.com/photos/kamshots/1411535817

shh…
I’m going to
show you

organizational underpants

http://www.flickr.com/photos/practicalowl/1423935574

ad: volkl rtm 84/ipt wide ride

same item, different info

sign

catalog
site

and more different info

eMail
site

in-store product handout
product tag advertising

sounds like
taxonomy
stuff, huh?

but they have plus sized clothes

design holistic,
interactive experiences
that satisfy whenever,
however, and wherever
our users need
information

information is the bridge

http://www.flickr.com/photos/the-o/330134132

information needs
to be organized
across touchpoints,
channels, mediums
& devices

start now
1. open your eyes
2. get outside your box
3. create the vision
4. bridge between silos

does digital & physical match?

2. get outside your box

http://www.flickr.com/photos/jaboobie/4756495600

can’t be created in a vacuum

http://www.flickr.com/photos/seandreilinger/316273612

you don’t have
to be an expert

from one of my employees

“an interesting thing
happened today – we were
invited to help Visual Merch
decide what shelf labels to
use in the retail stores .”

eek – I don’t know store design

http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg

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”

3. create the vision

http://www.flickr.com/photos/pasukaru76/3998273279

know the big picture

http://www.flickr.com/photos/aatemu/4784742636/

when is physical important?

Trying on tent

http://www.flickr.com/photos/hollabackpack/184849492

create a story of the vision
Meet Aaron

Outdoor Loyal
31, 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”

illustrate information needs

I’ll visit REI for gear suggestions for my upcoming race…

showcase end results

Here is my bike research list…

(remember it’s
about the results,
not a pristine
taxonomy)

4. bridge between silos

http://www.flickr.com/photos/docsearls/5500714140

people keep
pretending they can
make things deeply
hierarchical,
categorizable and
sequential when
they can't.
Everything is deeply
intertwingled.
Ted Nelson

everything is connected

via Peter Morville
http://www.slideshare.net/morville/ubiquitous-ia

BE the bridge

http://www.flickr.com/photos/docsearls/5500714140

between
digital and
physical

between
services and
products

between
people and
departments

work together

UX Mag

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 Global
Consumer Research Study

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.

get yourself a raise

http://www.flickr.com/photos/68751915@N05/6355231757

get a seat at the strategy table

http://media.nara.gov/media/images/29/4/29-0378a.gif

be an information hero

http://www.flickr.com/photos/baking_in_pearls/3960662314

thank you!!
Samantha Starmer
@samanthastarmer
starmer@gmail.com
http://www.flickr.com/photos/baking_in_pearls/3960662314

Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions

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