Designing Exploding Websites (Euro IA 2009)
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Transcript of Designing Exploding Websites (Euro IA 2009)
Designingfor the Scattered Structures
of Exploding Websites
Iskander SmitPeter Boersma
Euro IA 2009 - Copenhagen
info.nl FULL SERVICE INTERNET AGENCY
A short history ofExploding Websites
an online dialogue on the road to result
(Pro-active) support
The contextinfluences the route A product taillored
The whole is a rich experience
Model of Virtual Warmth
we live in a scattered environment
our behavior is changed
a custom digital life
continuous partial attention
pull back in our own social world
social exhibitionisme
a continuous conversation
the context models our world
attention
outsidewebsite
use
insidewebsite
applyorientation
Looking for the touchpoints
outsidewebsite
use
insidewebsite
applyorientation
Looking for the touchpoints
attention
“In the future websites will offer moveable services,
which can be placed on everywhere the customer
wishes.” Steve Rubel
model exploding website
mobile site exploding function
we live with our heads in the cloud
Tim O’Reilly
Devices will all have sensors. In the end it is about the services you create using these sensors.
create a system
attract
engage
convert
retain
manage the ecosystem
Strategies forExploding Websites
new strategies
David Armano, 2008
exploding strategy
match
1
brand promise
customer experience
exploding strategy
engage
2value
benefits
productpromise
offer
match
1
exploding strategy
match
1
engage
2
connect
3
context
devicesscenarios
touchpoints
exploding strategy
match
1
engage
2
connect
3script
4
planprogramme
architecture
exploding strategy
match
1
engage
2
connect
3script
4
measure
5
kpi
targets
metrics
exploding strategy
match
1
engage
2
connect
3script
4
measure
5
orchestrate
6
organisation
employees
partners
exploding strategy
match
1
engage
2
connect
3script
4
measure
5
orchestrate
6spread
7
continuousdevelopment
learn
improve
stakeholder radar
exploding strategy
match
1
engage
2
connect
3script
4
measure
5
orchestrate
6spread
7brand promise
customer experience
value
benefits
productpromise
context
devicesscenariosplan
kpi
targets
offer
programme
metrics
organisation
employees
partners
idealab
customer palette
product promise proposition
touchpoints
hotspot audit
interactive tubemap
programme plan
exploding architecture
architecture
dashboard
reports
organisation mapping
function profiles
exploding elements
affiliate contracts continuous
developmentlearn
improve
DesigningExploding Websites
Designing Exploding Websites
• Design Process (drafts)• What’s Different?• Tools
Design Process for Exploding Websites
Draft 1: Wabi-sabi
Wabi-sabi
“wabi”: limitations in design and unpredictable or changing usage conditions
“sabi”: imperfect reliability or limited mortality (comparable to rust)
Wabi-sabi for designing Exploding Websites
Draft 2: Rugby ball
Draft 3: Concept Map
(ahem)
Select valuable behaviour to
support
Model users
Write scenarios and scripts,and direct your scenes
Specify outcomesthat match users’ goals
Design adaptive components
Touchpoints
Contexts
Profiles
What’s different?
Multiple TouchpointsKnow the users’ attitude towards touchpoints perform user research into behaviour and expectations
The wide range of touchpoints means a wide target group model more personas and their touchpoint preferences
You need an optimal mix of touchpoints and functionalities develop use scenarios that are valuable for both business and customer
Multiple Contexts-of-UseConsider user flow, attention, and social context design variants in interaction style andtone-of-voice
Some touchpoints allow for the inclusion of social features define the effects on the social context
Context-rich ProfilesEach context-of-use calls for additional attributes to
be added to the visitor's profile track which touchpoints have been used when, for which functionality, and how
Knowledge about users allows your designs to adapt create interfaces that adapt their behaviour based on data from user profiles
Tools for designing Exploding Websites
Multiple Touchpoints
Multiple Contexts-of-Use
Context-rich Profiles
Web Analytics to quantify current user behaviour and discover opportunities for improvement
xx
xxxxx
xxxxx
Analysis of a funnel
xxxx
xxxx
x xx66,7%
0,09%
25%
register for game
play game finish game hire
75%
To hire XX people, we need Y times more registrants for the game (assuming we increase registration-to-play rate to 75%)
x
Create swimlanes (from workflow and service design practice) to document potential flows through multiple touchpoints
For quick ideas about vocabulary and attitudes, use Wordle (http://wordle.net)on user interview transcripts
When looking for corporate
information
When competing with others
When considering joining a company
Create concept maps and scenariosto explore all relationships between the objects that users encounter
Multiple-touchpoint scenarios
1. After a visit by Sales, the client receives an email with a confirmation (1), asking her to visit the portal to complete her contact data (2-4). She also checks her order and downloads a copy of the invoice (6-7).
2. Ed dignissim felis non orci laoreet sit amet ullamcorper ligula pulvinar.
3. Nulla fringilla euismod eros, rutrum facilisis nisi consequat.4. Nam sed neque vel purus gravida pellentesque ut sed urna.5. Maecenas nisi massa, fringilla sed tempus ac, suscipit at
nibh.
Scenario 1: First login
2 431
Email from Sales triggers first visitClient creates new password upon first login.On first visit, client is asked to confirm client data.Then taken to homepage. Likely to check order.Overview of order confirmations with option to download.Touchpoint selection (1=email, 2-7 = web, rest=widget)
desktopwidget
5
6
7
Specify interactive components that employ adaptive interfaces
Create personas based on motivation, (not market segments) and remember different contexts trigger different behaviours
reuse an existing profile on a social network site(e.g. Ning, Facebook Connect)
base profile on explicitly stated interests(e.g. for e-commerce sites)
use the profile of the content to enrich user profiles (e.g. using metadata for targeted bannering)
collect behaviour over several touchpoints(e.g. Facebook Beacon, and a profile-sharing program proposed by CMS producer «GX»)
enrich profiles with data from profiles of friends(e.g. Hyves, Facebook)
Cases with Exploding Websites
Case 1: Association of Public Libraries
The Dutch Association of Public Libraries (VOB)
- centrally controlled organization- with strong independent units- responsible for the quality of (online) service
Case 1: Association of Public Libraries
central, local and personalized portals, social networks
informational, functional, personal, community
wide range of personas, personalized portals, metrics on widget usage
Case 1: Association of Public Libraries
Strategy- bottom-up cooperation- development of component-based
tools- (not a top-down CMS and styleguide)
Case 1: Association of Public Libraries
Design - personas based on behaviour patterns and
touchpoint selections (not demographics)- sketches and storyboards
(allowed for informal co-operation with the client teams)
- rule-based designs for components(not just entire screens)
- a high level design of a central site and local sites(all composed of widgets and modules)
Case 1: Association of Public Libraries
Results - designs for a library of widgets- on users’ personalized portals- on users’ social network sites- widgets have social elements- first library went live Thursday!
collection of widgetsseries of widgets
Lessons Learned
Lessons learned: StrategyStrategy• Developing an exploding strategy is a great way
to transform the service into an effective service in new contexts
• Affiliations with partners are a logical step in an exploding strategy but not the easiest direction to take (or even envision) for a company
• You want to build beta versions of all the elements in the exploding website's ecosystem: do not release touchpoints individually (as client will try to make you do).
Lessons learned: DesignDesign• A collaborative design method employing
sketching and storyboards, combined with script-based deliverables seems to be the best way to develop a exploding system
• You need to switch from designing fixed structures and their interactive interfaces and start to design fragmented, impulse-driven experiences for multiple touchpoints
Select valuable behaviour to
support
Model users
Write scenarios and scripts,and direct your scenes
Specify outcomesthat match users’ goals
Design adaptive components
Touchpoints
Contexts
Profiles
Lessons Learned• Multiple Touchpoints
• Multiple Contexts-of-Use
• Context-rich Profiles