Better Cross-Channel Experiences With Metadata - Information Architecture Summit 2012
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Transcript of Better Cross-Channel Experiences With Metadata - Information Architecture Summit 2012
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Better Cross-Channel Experiences With Metadata @AdamUngstad
#XChannelMetadata
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Metadata enables...
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consistency
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context
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interoperability
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incross-channel experiences
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by facilitating
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structured information exchanges.
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what is metadata?
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information about
information objects
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the content
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the containers
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of information objects
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what is an information object?
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Document
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http://www.flickr.com/photos/mukluk/292641326/lightbox/
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3 Types of Metadata
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DescriptiveAdministrative
Structural
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Descriptive
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discover & identify
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Date ColourVersionCategoryMakeOrigin
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When used with UX techniques such as
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Faceted Search
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Descriptive metadata...
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...enables context.
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Administrative
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manage
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StatusExpiry DateContent OwnerAccess RightsIntellectual Property
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Right contentRight time
Right channelRight user
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When used with UX techniques such as
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Content Strategy
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Administrative metadata…
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…enables consistency.
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Structural
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compositionof compound objects
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Name
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First Name
Middle Initial
Last Name
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Surname
Other Given NamesFirst Namecv
Surname (Birth)cv
Surname (Previous)cv
cv
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When used with UX techniques such as
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Form Design
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Structural metadata enables interoperability.
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Channels
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Multi-Channel
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PhoneWebsite SMS Mail In-Store
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PhoneWebsite SMS Mail In-Store
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PhoneWebsite SMS Mail In-Store
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Cross-Channel
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PhoneWebsite SMS Mail In-Store
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PhoneWebsite SMS Mail In-Store
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Moving between channels
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requires information exchanges.
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So how do we exchange information?
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3 Sides of Information Architecture
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Presentation
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Pres
enta
tion
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Storage
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Pres
enta
tion Storage
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Exchanges
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Pres
enta
tion Storage
Exchanges
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each side has aunique structure
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exchanges
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X
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YX
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YX ZZ
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ZZZZ
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ZZZZ
Org 1
Org 2
Org 4
Org 3
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What is ‘Z’?
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Metadata Standards
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ZZZRDF
Org 1
Org 2
Org 4
Org 3
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ZZZNIEM
Org 1
Org 2
Org 4
Org 3
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ZZZDUBLIN CORE
Org 1
Org 2
Org 4
Org 3
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ZZZGood Relations
Org 1
Org 2
Org 4
Org 3
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ZZZOASIS
Org 1
Org 2
Org 4
Org 3
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ZZZXML
Org 1
Org 2
Org 4
Org 3
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standardsenable exchanges
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exchangesenable data linking
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what is defined by a metadata standard?
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Semantics
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meaning
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“bench”
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Syntax
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expression
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capsicum
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pepper
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Name
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3ric?
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St. Germaine?
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Lexical Rules
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words
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Name
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The Cookie Monster?
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Talula Does The Hula From Hawaii?
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Experiences
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If a pepper is an information object...
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...a user is one too.
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PhoneWebsite SMS Mail In-Store
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is an experience ‘one size fits all’?
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experiences must be personalized
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previous experiences
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memories
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expectations
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wants
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interests
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aspirations
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behaviours
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each channel
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must know the user
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users are not an exchange mechanism!
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YX ZZ
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never ask for something twice
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you only get one first chance
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What to do on Monday:
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1. make metadata a priority
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link metadata to ROI
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reduce inefficiencies
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create loyalty
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2. define your data
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information objects
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content assets
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users
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relationships
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1 : 11 : many
many : many
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1 : 11 : many
many : many
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is part ofis delivered by
is used with
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Ontology
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Mental Models
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@indiyoung @rosenfeldmedia
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Contextual Inquiries
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Diary Studies
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discover what needs to be defined
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specify
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semanticssyntax
lexical rules
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start with a controlled vocabulary
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3. identify exchanges
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internal & external
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Journey Map
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@uxjam
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Business Origami
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@jessmcmullin
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happy paths
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unplanned paths
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4. build the infrastructure
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start small
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build on what exists
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borrow & reuse
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you have to start somewhere
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build better cross-channel experiences
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with metadata
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Thank You!
@AdamUngstad