Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
•Download as PPTX, PDF•
8 likes•1,127 views
This document discusses designing seamless customer experiences across digital and physical channels. It tells a story of a car accident victim's frustrating experience trying to get their car repaired due to a lack of integration between their insurance company's digital and physical systems. The document argues that as the physical and digital worlds collide, organizations must design holistic, interactive experiences that satisfy customers' information needs whenever, however, and wherever they engage with a brand. It encourages attendees to open their eyes to opportunities to improve customer experiences through better organization of information.
Report
Share
More Related Content
What's hot
What's hot (20)
Similar to Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
Similar to Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions (20)
More from Samantha Starmer
More from Samantha Starmer (13)
Recently uploaded
Recently uploaded (20)
Taxonomy Bootcamp 2012 Keynote - Improving Information Interactions
- 1. improving information interactions Taxonomy Boot Camp October 16th, 2012 @samanthastarmer
- 2. taxonomies & experience design
- 4. great excuse
- 5. 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
- 6. show of hands… http://www.flickr.com/photos/ducdigital/3011652637
- 7. when you think of design, how many of you think of this?
- 9. or this?
- 11. do you think…
- 12. i do not wear black turtlenecks; therefore i am not a designer?
- 13. all of you are designers
- 14. you design information interactions…
- 15. “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
- 16. “…communication of any sort” http://www.flickr.com/photos/baggyjumper/6635779085
- 17. you all design interactions & experiences
- 18. but designing good experiences is getting harder
- 19. “information is blurring the lines between products and services to create multi- channel, cross-platform, trans-media, physico-digital user experiences” Peter Morville
- 20. ????
- 21. let’s tell a story… http://www.flickr.com/photos/sugarpond/3016905349
- 22. july 19, 6am
- 23. it started as a good day
- 24. and then…
- 25. kaboom http://www.flickr.com/photos/amishpatel/4803420473
- 26. my car
- 27. his car
- 28. and yes…
- 29. the cop car http://www.flickr.com/photos/sillygwailo/5617660719
- 30. oh crap
- 31. just don’t do it again http://www.flickr.com/photos/rootology/2767323250/
- 32. need to get car out of road
- 33. so sad – collision repair http://www.carstar.com/files/6uiyw73inwb3f999189vjwzsyjpv7o09.jpg
- 34. this is why I have insurance
- 36. two hours later – ow.
- 37. good, they have an app
- 38. can’t get in
- 39. okay, trying the website
- 40. arrrrgh
- 41. damn, have to talk to a human
- 42. “go to Valley Medical Center”
- 43. we can’t help you
- 44. “oops”
- 45. 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
- 46. five days later…
- 49. my friend, the fax machine
- 50. a flurry of mail
- 51. from all different people
- 52. confusing mail
- 53. over three months later
- 54. insurance was supposed to pay this…
- 55. we can’t help
- 56. crap, i better pay
- 57. silence silence
- 59. six months later
- 60. more silence
- 61. march
- 62. since then, only silence
- 63. thanks a bunch. Ta
- 64. talk about an information interaction problem…
- 68. digital & physical are colliding
- 70. technology is ubiquitous http://www.flickr.com/photos/dmh650/4519811399
- 71. for all ages – the young http://www.flickr.com/photos/wickedboy007/5172798292
- 72. and the old
- 73. digital integrated in physical lives http://www.flickr.com/photos/aleksiaaltonen/4791533886 k
- 74. track digital likes of item Brazilian Fashion Designer C&A: http://zapp5.staticworld.net/images/article/2012/05/fashion20like-11356673.jpg
- 75. fridge alarm to social media Virtual Fridge Lock: http://www.bangstyle.com/wp-content/uploads/2012/05/e06fc2b0a04a0b1f4c0ad1bc21bcf820-621x465.jpg
- 76. physical hug from a like Like-a-Hug: http://www.melissakitchow.com/#Like-A-Hug
- 77. “…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
- 78. just going to increase
- 80. “The future…belongs to brands that create the best customer experiences across all channels.” Toys”R”Us Chairman and CEO Jerry Storch
- 82. (and here is our opportunity)
- 83. ‘integrated experiences are few and far between’ Alexandra Deschamps-Sonsino http://www.slideshare.net/designswarm/creating-the-internet-of-things
- 84. 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
- 85. 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
- 87. we need to design seamless experiences
- 88. that integrate digital & physical http://www.petapixel.com/2010/05/24/museum-of-london-releases-augmented-reality-app-for-historical-photos/
- 89. what does this mean?
- 90. idly flipping – oh, cheap TV
- 91. can I buy it locally?
- 92. gotta buy something for me
- 93. cool
- 94. all set
- 95. here we are
- 96. picking up in store…
- 98. but I have my list!
- 99. and it tells me where!
- 100. a little hard to see…
- 101. but it worked!
- 102. seamless experiences and interactions don’t happen by magic
- 103. information is the foundation http://www.flickr.com/photos/saroy/34554645
- 104. “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
- 105. it drives our interactions http://www.flickr.com/photos/cargill/2831504796
- 106. across brands http://www.flickr.com/photos/chadmagiera/6831610910; http://www.flickr.com/photos/24778615@N08/4904858624/
- 107. across companies
- 108. through space and time
- 109. and with each other http://www.flickr.com/photos/kamshots/1411535817
- 110. but it isn’t easy…
- 111. shh… I’m going to show you
- 112. organizational underpants http://www.flickr.com/photos/practicalowl/1423935574
- 113. ad: volkl rtm 84/ipt wide ride
- 114. let’s look on the site
- 115. search volkl rtm 84 - nada
- 116. search volkl wide ride - nope
- 117. pop up ad – I need a bike
- 118. but where’s the bike?
- 119. how about this nice tent
- 120. same item, different info sign catalog site
- 121. and more different info eMail site in-store product handout product tag advertising
- 122. whoops
- 124. here is Nordstrom
- 125. and my mom
- 126. it’s her favorite store
- 127. they have navigation
- 128. categorization
- 129. labeling
- 130. sounds like taxonomy stuff, huh?
- 132. but…
- 133. no encore
- 134. but they have plus sized clothes
- 135. lots of them
- 136. and they are tagged encore
- 137. mom was sad
- 138. so what do we do?
- 140. design holistic, interactive experiences that satisfy whenever, however, and wherever our users need information
- 141. we are the right people!
- 142. information is the bridge http://www.flickr.com/photos/the-o/330134132
- 143. information needs to be organized across touchpoints, channels, mediums & devices
- 145. start now 1. open your eyes 2. get outside your box 3. create the vision 4. bridge between silos
- 146. 1. open your eyes
- 147. notice the world around you
- 148. where does info help?
- 149. where is it missing?
- 150. is it confusing?
- 151. is the terminology helpful?
- 152. is it wrong? or right?
- 153. does digital & physical match?
- 154. do all touch points match?
- 155. how would taxonomies help?
- 156. 2. get outside your box http://www.flickr.com/photos/jaboobie/4756495600
- 157. don’t hide in spreadsheets
- 158. holistic experiences
- 159. can’t be created in a vacuum http://www.flickr.com/photos/seandreilinger/316273612
- 160. you don’t have to be an expert
- 161. 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 .”
- 162. eek – I don’t know store design http://www.twobackpackers.com/wp-content/uploads/2009/07/REI-Backpacks.jpg
- 163. 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”
- 164. get out of your cube
- 165. go to another department
- 166. immerse in the physical
- 167. even try it yourself
- 168. 3. create the vision http://www.flickr.com/photos/pasukaru76/3998273279
- 169. know the big picture http://www.flickr.com/photos/aatemu/4784742636/
- 170. when is physical important? Trying on tent http://www.flickr.com/photos/hollabackpack/184849492
- 171. what makes people happy?
- 172. 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”
- 173. illustrate information needs I’ll visit REI for gear suggestions for my upcoming race…
- 174. showcase end results Here is my bike research list…
- 175. (remember it’s about the results, not a pristine taxonomy)
- 176. 4. bridge between silos http://www.flickr.com/photos/docsearls/5500714140
- 177. people keep pretending they can make things deeply hierarchical, categorizable and sequential when they can't. Everything is deeply intertwingled. Ted Nelson
- 178. everything is connected via Peter Morville http://www.slideshare.net/morville/ubiquitous-ia
- 179. information needs to bridge
- 180. BE the bridge http://www.flickr.com/photos/docsearls/5500714140
- 181. between digital and physical
- 182. between services and products
- 184. leave the computer
- 185. share your work
- 186. learn from others’ work
- 187. plan together
- 188. work together UX Mag
- 189. design together
- 190. start now 1. open your eyes 2. get outside your box 3. create the vision 4. bridge between silos
- 191. one last thing…
- 192. 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
- 193. executives care about this
- 194. 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.
- 195. get yourself a raise http://www.flickr.com/photos/68751915@N05/6355231757
- 196. get a seat at the strategy table http://media.nara.gov/media/images/29/4/29-0378a.gif
- 197. remember…
- 198. you are ALL designers
- 199. be an information hero http://www.flickr.com/photos/baking_in_pearls/3960662314
- 200. thank you!! Samantha Starmer @samanthastarmer starmer@gmail.com http://www.flickr.com/photos/baking_in_pearls/3960662314
Editor's Notes
- Door picture
- http://www.youtube.com/watch?feature=player_detailpage&v=nJVoYsBym88#t=50s
- Buying a tentWhy?