morville@semanticstudios.com




Peter Morville, IDEA 2010                         1
morville@semanticstudios.com




                      2
morville@semanticstudios.com




                      3
morville@semanticstudios.com
     Design for Discovery




Search
Patterns
         Peter Morville & Jeffery Callender




                                              4
morville@semanticstudios.com




Integration
renewal, restoration to wholeness

“The making up or composition of a whole by adding
together or combining the separate parts or elements.”

Source: Oxford English Dictionary

                                                                 5
morville@semanticstudios.com




“There are two kinds of people in the world…”


Information Architects + User Experience Designers + Content Strategists + CEOs +




    Interaction Designers + Software Developers + User Experience Designers
        Information Architects                    Teachers + Visual Thinkers



     “…those who divide the world into two
     kinds of people, and those who don’t.”
Big Architect, Little Architect (2000)   morville@semanticstudios.com




“The little IA may                                          “The big IA may
 focus solely on                                             play the role of an
 bottom-up tasks                                             orchestra conductor
 such as the                                                 or film director,
 definition of                                               conceiving a vision
 metadata fields                                             and moving the
 and controlled                                              team forward.”
 vocabularies.”


                        Eric Reiss, Euro IA (2006)
morville@semanticstudios.com
“I’m an information architect. I map paths and places across
    physical, digital, and cognitive spaces.” Peter Morville




 “A picture can connect the strategic with the tactical in a
way no other communication form possibly can.” Dave Gray
                                                                   8
Polar Bear IA            morville@semanticstudios.com




         in•for•ma•tion ar•chi•tec•ture n.

    •    The structural design of shared
         information environments.

    •    The combination of organization,
         labeling, search, and navigation
         systems in web sites and intranets.

    •    The art and science of shaping
         information products and experiences
         to support usability and findability.

    •    An emerging discipline and
         community of practice focused on
         bringing principles of design and
         architecture to the digital landscape.

                                               9
Wurman IA             morville@semanticstudios.com




   in•for•ma•tion ar•chi•tect n.

   An individual who organizes the
   patterns inherent in data, making
   the complex clear.

   I mean architect as used in the
   words architect of foreign policy
   …as in the creating of systemic,
   structural, and orderly principles
   to make something work.

   The person who creates the
   structure or map of information
   that allows others to find their
   personal paths to knowledge.


                                          10
morville@semanticstudios.com




                     11
morville@semanticstudios.com




“Aboriginal Creation myths tell of the legendary totemic beings who had wandered over
the continent in the Dreamtime, singing out the name of everything that crossed their
path - birds, animals, plants, rocks, waterholes - and so singing the world into existence.”
The Songlines by Bruce Chatwin                                                           12
morville@semanticstudios.com




                    13
morville@semanticstudios.com




Animals use a combination of egocentric
and geocentric techniques for wayfinding.
Ambient Findability by Peter Morville
                                                 14
morville@semanticstudios.com




“Probably the best statistical graphic ever drawn, this map by
Charles Joseph Minard portrays the losses suffered by
Napoleon’s army in the Russian campaign of 1812.” Edward Tufte
http://www.edwardtufte.com/tufte/posters                         15
morville@semanticstudios.com




                                                                          16
http://niemann.blogs.nytimes.com/2010/03/10/my-way/
morville@semanticstudios.com




                    17
morville@semanticstudios.com




Visual Thinking
Unwritten Rule #1

“Whoever best describes a
problem is the person most
likely to solve the problem.

…or, whoever draws the best
picture gets the funding.”




                               18
morville@semanticstudios.com


  Design for Discovery
                                               “Search is among the
                                               most disruptive
                                               innovations of our time.
                                               It influences what we
                                               buy and where we go. It
                                               shapes how we learn
                                               and what we believe.”


Search
Patterns
      Peter Morville & Jeffery Callender




                                           Illustrated by Jeff Callender, Q LTD
morville@semanticstudios.com




       Search is a…
       Complex, Adaptive System

  Goals                    Interaction          Features     Indexing        Tools
  Psychology               Affordances           Technology   Structure       Process
  Behavior                 Language             Algorithms   Metadata        Incentives

                                 Interface

                            Query     Results    Engine       Content


       Users                                                                    Creators




Source: Search Patterns (2010)                                                            20
morville@semanticstudios.com




                    21
Redefining Search
                morville@semanticstudios.com




                                    22
Question Answering
                 morville@semanticstudios.com




                                     23
Decision Making   morville@semanticstudios.com




                                      24
Pattern Recognition
                  morville@semanticstudios.com




                                      25
Understanding   morville@semanticstudios.com




                                    26
What We Search   morville@semanticstudios.com




                                     27
How We Search   morville@semanticstudios.com




                                    28
morville@semanticstudios.com




BrainPort

Camera in glasses
captures video.

Image recreated on
grid of 400 electrodes.

User feels the shape
on the tongue.

Brain learns to see
through the tongue.
                    29
morville@semanticstudios.com
                 find·a·bil·i·ty n
                 The quality of being locatable or
                 navigable.
                 The degree to which an object is
                 easy to discover or locate.
                 The degree to which a system or
                 environment supports wayfinding,
                 navigation, and retrieval.
                 am·bi·ent adj
                 Surrounding; encircling;
                 enveloping (e.g., ambient air)

the ability to find anyone or anything
     from anywhere at anytime                         30
morville@semanticstudios.com




                    31
Augmented Reality
                morville@semanticstudios.com




                                    32
iPhone Sensors       morville@semanticstudios.com




•    Location (GPS)
•    Orientation (Compass)
•    Motion (Accelerometer)
•    Orientation/Motion (Gyroscope)
•    Touch (Multi-Touch, Gestural)
•    Light (Ambient)
•    Proximity
•    Device (Bluetooth)
•    Audio (Microphone)
•    Image/Video (Camera)
•    RFID (Soon)
                                                          33
morville@semanticstudios.com

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

    32,000 B.C. Visual Thinking


                                                                                 I n t e rt w i n g l e


                 1976 Information Architecture

                                                  1995 User Experience
                    1982 Service Design




                                                               2005 Ubiquitous Computing

                        1986 Interaction Design




   “People keep pretending they can make things deeply
hierarchical, categorizable, and sequential when they can’t.
     Everything is deeply intertwingled.” Ted Nelson
                                                                                                               34
morville@semanticstudios.com




                                35
The URL Is Dead, Long Live Search
morville@semanticstudios.com




Over 50% of REI
online business is
picked up in a store.


                               36
Cross Media Integration
                                           morville@semanticstudios.com




                                                               37
Source: Subject to Change (2008)
morville@semanticstudios.com
morville@semanticstudios.com




                    39
morville@semanticstudios.com




“After a half-hour, a three-tone alert sounds…If the
bottle still has not been opened, the system makes an
automated reminder phone call to the patient or a
caregiver. The GlowCap system compiles adherence data
which anyone can be authorized to track. That way the
doctor can make sure Gramps stays on his meds.”
                                                             40
morville@semanticstudios.com




                    41
morville@semanticstudios.com
        Desktop




                                Mobile



Kiosk
                                      42
morville@semanticstudios.com




http://www.slideshare.net/jessmcmullin/                   43
Email   Web        Store         Catalog           Phone
                                    morville@semanticstudios.com




              Content Creators




                                                         44
morville@semanticstudios.com




                                           “When a unique identifier is
                                           attached to an object, it
                                           becomes possible to collect the
                                           metadata about that object into
                                           a single information shadow.”

                                           “The unique identifier is the
                                           leverage point with which to
                                           access and manipulate the
                                           whole information shadow in
                                           relation to similar shadows.”



While Kuniavsky advises that we view information as one of many design
materials (like wood and carbon fiber) from which devices can be made, he
also highlights its role as “the core material in creating user experiences.”
                                                                           45
morville@semanticstudios.com
          Heuristics for
Pervasive Information Architecture




        Andrea Resmini & Luca Rosati
           http://pervasiveia.com/                         46
Mental Models                 morville@semanticstudios.com



Tasks




Features

           http://www.rosenfeldmedia.com/books/mental-models/           47
morville@semanticstudios.com




          New Soft City
                      48
          by Dan Hill
morville@semanticstudios.com




                                                49
Urban Sensing by Dan Hill
morville@semanticstudios.com




                    50
morville@semanticstudios.com




                    51
morville@semanticstudios.com
             IA Therefore I Am




                                   Yosemite Valley Panorama (Photo by John Colby)



When we try to pick out anything by itself, we find it
hitched to everything else in the universe. John Muir
                                                                     52

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Ubiquitous IA

  • 4. [email protected] Design for Discovery Search Patterns Peter Morville & Jeffery Callender 4
  • 5. [email protected] Integration renewal, restoration to wholeness “The making up or composition of a whole by adding together or combining the separate parts or elements.” Source: Oxford English Dictionary 5
  • 6. [email protected] “There are two kinds of people in the world…” Information Architects + User Experience Designers + Content Strategists + CEOs + Interaction Designers + Software Developers + User Experience Designers Information Architects Teachers + Visual Thinkers “…those who divide the world into two kinds of people, and those who don’t.”
  • 7. Big Architect, Little Architect (2000) [email protected] “The little IA may “The big IA may focus solely on play the role of an bottom-up tasks orchestra conductor such as the or film director, definition of conceiving a vision metadata fields and moving the and controlled team forward.” vocabularies.” Eric Reiss, Euro IA (2006)
  • 8. [email protected] “I’m an information architect. I map paths and places across physical, digital, and cognitive spaces.” Peter Morville “A picture can connect the strategic with the tactical in a way no other communication form possibly can.” Dave Gray 8
  • 9. Polar Bear IA [email protected] in•for•ma•tion ar•chi•tec•ture n. •  The structural design of shared information environments. •  The combination of organization, labeling, search, and navigation systems in web sites and intranets. •  The art and science of shaping information products and experiences to support usability and findability. •  An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 9
  • 10. Wurman IA [email protected] in•for•ma•tion ar•chi•tect n. An individual who organizes the patterns inherent in data, making the complex clear. I mean architect as used in the words architect of foreign policy …as in the creating of systemic, structural, and orderly principles to make something work. The person who creates the structure or map of information that allows others to find their personal paths to knowledge. 10
  • 12. [email protected] “Aboriginal Creation myths tell of the legendary totemic beings who had wandered over the continent in the Dreamtime, singing out the name of everything that crossed their path - birds, animals, plants, rocks, waterholes - and so singing the world into existence.” The Songlines by Bruce Chatwin 12
  • 14. [email protected] Animals use a combination of egocentric and geocentric techniques for wayfinding. Ambient Findability by Peter Morville 14
  • 15. [email protected] “Probably the best statistical graphic ever drawn, this map by Charles Joseph Minard portrays the losses suffered by Napoleon’s army in the Russian campaign of 1812.” Edward Tufte http://www.edwardtufte.com/tufte/posters 15
  • 16. [email protected] 16 http://niemann.blogs.nytimes.com/2010/03/10/my-way/
  • 18. [email protected] Visual Thinking Unwritten Rule #1 “Whoever best describes a problem is the person most likely to solve the problem. …or, whoever draws the best picture gets the funding.” 18
  • 19. [email protected] Design for Discovery “Search is among the most disruptive innovations of our time. It influences what we buy and where we go. It shapes how we learn and what we believe.” Search Patterns Peter Morville & Jeffery Callender Illustrated by Jeff Callender, Q LTD
  • 20. [email protected] Search is a… Complex, Adaptive System Goals Interaction Features Indexing Tools Psychology Affordances Technology Structure Process Behavior Language Algorithms Metadata Incentives Interface Query Results Engine Content Users Creators Source: Search Patterns (2010) 20
  • 29. [email protected] BrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 29
  • 30. [email protected] find·a·bil·i·ty n The quality of being locatable or navigable. The degree to which an object is easy to discover or locate. The degree to which a system or environment supports wayfinding, navigation, and retrieval. am·bi·ent adj Surrounding; encircling; enveloping (e.g., ambient air) the ability to find anyone or anything from anywhere at anytime 30
  • 33. iPhone Sensors [email protected] •  Location (GPS) •  Orientation (Compass) •  Motion (Accelerometer) •  Orientation/Motion (Gyroscope) •  Touch (Multi-Touch, Gestural) •  Light (Ambient) •  Proximity •  Device (Bluetooth) •  Audio (Microphone) •  Image/Video (Camera) •  RFID (Soon) 33
  • 34. [email protected] “Information is blurring the lines between products and services to create multi-channel, cross-platform, trans- media, physico-digital user experiences.” Peter Morville 32,000 B.C. Visual Thinking I n t e rt w i n g l e 1976 Information Architecture 1995 User Experience 1982 Service Design 2005 Ubiquitous Computing 1986 Interaction Design “People keep pretending they can make things deeply hierarchical, categorizable, and sequential when they can’t. Everything is deeply intertwingled.” Ted Nelson 34
  • 35. [email protected] 35 The URL Is Dead, Long Live Search
  • 36. [email protected] Over 50% of REI online business is picked up in a store. 36
  • 37. Cross Media Integration [email protected] 37 Source: Subject to Change (2008)
  • 40. [email protected] “After a half-hour, a three-tone alert sounds…If the bottle still has not been opened, the system makes an automated reminder phone call to the patient or a caregiver. The GlowCap system compiles adherence data which anyone can be authorized to track. That way the doctor can make sure Gramps stays on his meds.” 40
  • 42. [email protected] Desktop Mobile Kiosk 42
  • 44. Email Web Store Catalog Phone [email protected] Content Creators 44
  • 45. [email protected] “When a unique identifier is attached to an object, it becomes possible to collect the metadata about that object into a single information shadow.” “The unique identifier is the leverage point with which to access and manipulate the whole information shadow in relation to similar shadows.” While Kuniavsky advises that we view information as one of many design materials (like wood and carbon fiber) from which devices can be made, he also highlights its role as “the core material in creating user experiences.” 45
  • 46. [email protected] Heuristics for Pervasive Information Architecture Andrea Resmini & Luca Rosati http://pervasiveia.com/ 46
  • 47. Mental Models [email protected] Tasks Features http://www.rosenfeldmedia.com/books/mental-models/ 47
  • 48. [email protected] New Soft City 48 by Dan Hill
  • 49. [email protected] 49 Urban Sensing by Dan Hill
  • 52. [email protected] IA Therefore I Am Yosemite Valley Panorama (Photo by John Colby) When we try to pick out anything by itself, we find it hitched to everything else in the universe. John Muir 52