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IA CAMP 2015 The Future of Information Architects
;2?I� As-Yet-Untitled
� Nobuya Sato
July 17th., 2015
#IACAMP2015
Profile
NOBUYA SATO Secret Lab, Inc. / AKQA Experience Designer • Design Strategy / UX / Android UI
• PAST: iXL, Razorfish, Sapient, Business Architects, SONY, Seesmic
• CLIENTS: OKI, So-net, goo/NTT, Roppongi Hills, World EXPO, Konica Minolta, FUJIFILM, Mizuho, SONY, Xperia, SCE, Nissan, NIKE, Nivea, Philips, Lexus…
Today’s Topic
The Future of Information Architect IoT IA
• What is IA and who is IA? • IA or UX Designer? • New Responsibility in Current & New Era
Why IA? IA
Evolution of (information) medium
Web� Mobile�Tablet�
Phone�Desktop PC�
Notebook�
Wearable�CD-ROM�
Smartphone� Watch�
IA History in Japan IA
History of IA thinking/method in Japan.
• IA (2000-) • UX (2003-) • UCD (2005-) • HCD/UXD (2010-) • UX/UI (2011-) • SXD (2012-) …. and now?
Elements of UX: FacetsFL8L��*��M�������
User Experience Design (UX Honeycomb) by Peter Morville, 2004�
Elements of UX: Domain
“How?”
Technology�
Business� Design�
UX�
“What?” “Why?”
Treatise on User Experience Design by Erik Flowers - Intuit, 2011�
TECHNOLOGY Engineering Analysis Statics & Dynamics Electronics & Methodology Bioengineering Materials Thermodynamics Chemical Engineering
MANUFACTURING Manufacturing Technology Manufacturing Process Supply Chain Management Rapid Prototyping
BUSINESS Accounting Finance Economic Analysis & Policy Marketing Operations Information Technology Entrepreneurship Competition and Strategy
ORGANIZATIONAL BEHAVIOR Management & Teams Human Resources Organizational Dynamics Negotiation
HUMAN VALUSE Psychology Anthropology Sociology Ethnography
DESIGN & INTERACTIVITY Human Computer Interaction Visual Thinking Design for Sustainability Aesthetics & Form
TECHNOLOGY (feasibility)
HUMAN VALUES (usability, desirability)
BUSINESS (viability)
DESIGN INNOVATION
Elements of UX: Values
Design Thinking Venn Diagram by Stanford d.Shcool�
TECHNOLOGY Engineering Analysis Statics & Dynamics Electronics & Methodology Bioengineering Materials Thermodynamics Chemical Engineering
MANUFACTURING Manufacturing Technology Manufacturing Process Supply Chain Management Rapid Prototyping
BUSINESS Accounting Finance Economic Analysis & Policy Marketing Operations Information Technology Entrepreneurship Competition and Strategy
ORGANIZATIONAL BEHAVIOR Management & Teams Human Resources Organizational Dynamics Negotiation
HUMAN VALUSE Psychology Anthropology Sociology Ethnography
DESIGN & INTERACTIVITY Human Computer Interaction Visual Thinking Design for Sustainability Aesthetics & Form
TECHNOLOGY (feasibility)
HUMAN VALUES (usability, desirability)
BUSINESS (viability)
DESIGN INNOVATION
“Design is the expert discipline for relating and connecting floating fields.”
Wolfgang Jonas (1999)
�
Elements of UX: Values
Design Thinking Venn Diagram by Stanford d.Shcool�
UX, Balance between Two Goals UX 2
Making the better Products and Service UX Meet the balance between Business Needs and Customer Needs.
User Expectation = Understand Brand Experience
The Thinking Behind the User Experience by ELLIANCE�
UX deliverables = Task of IA UX = IA
• User Journey Map / Customer Experience Map • HCD / UCD methods • Workshop / Design Thinking • Prototyping • Wireframe • …etc.
UX deliverables = Task of IA UX = IA
• User Journey Map / Customer Experience Map • HCD / UCD methods • Workshop / Design Thinking • Prototyping • Wireframe • …etc.
… so who is IA?
Current Problem of Japanese IA community… Too much focus on the technique, theory and process.
Who is IA IA
“An Information Architect will be responsible for designing the plans that represent the underlay system of the navigation
between content and interaction, the structure and the architecture.
She/he is a designer who design and develop how the
interaction experience works.”
by Lillian Svec (Sapient IA Practice and Framwork, IA Summit 2001)�
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Role of IA IA
Polar Bear Book• Information Science • Structure • Navigation • Data Modeling • …
Information Architects • Information Design • Interaction • Storytelling • Experience Modeling • …
Role of IA IA
• Owning (ownership) of user experience of the system
• Designing the architecture of the system
What medium (system) are we designing?
Information Architecture for Always-on
• Traditional IA vs. New IA?
• Information Architecture • Information Design • Information Art
Web (1997)
Current medium
• Web … Desktop Experience • Mobile … Handheld Experience • Watch … Wearable Experience …etc.
... IoT?
On-demand�
Always-on�
IoT
• Connected Devices Philips Smart Devices by Philips, AKQA, 2012
Nike+ Training Club by NIKE, AKQA�
IoT
• Technology over Internet
Google’s android-based OS for IoT devices�
Google’s open standard protocol language for IoT�
Google’s open platform for BLE (Bluetooth Low Energy) Beacons�
Designing Connected Internet Experience
• Designing the “Experience”
• Understanding the relationship between the element of brand experience
Designing Meaningful Experience
• Product Strategy – What is should be
• Product Design Planning – How it should work
Runcible by Monohm, 2015�
Qlippie, 2015�
Product Strategy
• From “Defined product” to “Undefined product”
• Designing experience for Connected Devices & Service
• How to drive innovation for IoT.
Business Invention for IoT IoT
Innovation Strategy Strategic thinking, New approach, Reach new market, Growth strategy
Business Design Business opportunity, Business Model, Business Processes
Product Development New Product Planning and design, Platform & Service design
IA or Not IA
• Professionalism • It’s not Information Science, it’s an art of
designing the information space and medium.
• Designing the experience of Internet medium. Connected Devices
What is your title?
I’m currently working at AKQA as a Product Strategy Director and an Experience Designer in Tokyo. What’s yours?
Nobuya Sato Experience Designer [email protected] http://about.com//nobsato http://slideshare.com/nobsato
Thank You