49 Presentation Desc

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HOW CAN INFORMATION ARCHITECTURE HELP TO ADDRESS CHALLENGES TO THE WEB IN THIRD WORLD AND DEVELOPING CONTEXTS? By Jason Hobbs IA Summit 2006, Vancouver

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HOW IT IS

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“Websites? Don’t bother” “The bandwidth is too low. It’s all Telkom’s fault” “We can’t design like they do overseas” “There aren’t enough users to make it worthwhile” “We’ll wait for broadband…we can start to design properly then” “It’s expensive!”

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Themes > Pass the buck > Opt out or ignore the context > Inferiority > Waiting for the day > Myths: + Over valuing the ‘first world’ user + Distorted statistics + where value lies (e-commerce)

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Lack of interest Small budgets Limited audiences

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Why are we not designing for our context? And who’s asking what matters to our users?

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VIEW OF SOWETO

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Traditional use of blankets in home life The wedding dress

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Initiating change

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Answer customer needs + Not just somewhere on the site: shout out to needs 2. Build channel trust + Beyond acquisition; throughout the relationship 3. Design for our context + Design light 4. Work small user bases + Change notions of worth; it’s not a competition 5. Educate, guide and create awareness + Growing with the environment step by step 6. Drive to Web + push and deliver; speak to marginalised audiences 7. Use integrated communications + timing

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THE NEEDS BASED APPROACH RELATIONSHIP MODELS AS INTERACTION MODELS USER JOURNEYS THE VALUE FOR THE CUSTOMER

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Answering customer needs creates trust in the Web.

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Answering customer needs creates trust in the Web. If customers trust that their needs will be answered through the Web it will > increase use > and make the channel top of mind.

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Answering customer needs creates trust in the Web. If customers trust that their needs will be answered through the Web it will > increase use > and make the channel top of mind. …and answering needs can also be used as the basis for creating journeys through websites.

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THE NEEDS BASED APPROACH RELATIONSHIP MODELS AS INTERACTION MODELS USER JOURNEYS THE VALUE FOR THE CUSTOMER

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The Web can speak to customers throughout the relationship lifecycle. > Pre - purchase > Purchase > Post purchase > Re - purchase

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A relationship model as the basis for the online user experience can create trust 1. Pre-purchase 2. Purchase 3. Pos purchase 4. Re-purchase

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The challenge would be to define an integrated, preconceived and persuasive journey online… The process as the experience. Moving customers: > from one experience to another, > from one environment to another, > from one lifecycle stage to another.

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1. Determine customer needs across the full relationship lifecycle

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2. Build journeys for each phase in the lifecycle

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Our briefs need to start considering the spaces between lifecycle stages, actively setting up journeys which address new customer needs 3. Actively address transitions from one phase to another

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Key principles Integrate with all channels A journey through multiple channels, to and from the Web Movement between stages Create hooks and create awareness of next steps Multiple entry points Allow users to drop into the online journey at any point. It’s not a step process Repeat visitation Allow users to easily pick up from where they left off

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The home page in interface (in principle) 1. PRE-PURCHASE 2. PURCHASE 3. POST PURCHASE 4. RE-PURCHASE

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Ref: Volkswagen website redesign by jh-01 and Ogilvy Interactive

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Ref: Volkswagen website redesign by jh-01 and Ogilvy Interactive

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THE NEEDS BASED APPROACH RELATIONSHIP MODELS AS INTERACTION MODELS USER JOURNEYS THE VALUE FOR THE CUSTOMER

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“All motions take place on definite paths, and the nature of these paths determines the character of the motions”

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User journeys are a method of conceptualising and structuring a website’s content and functionality. These journeys allow us to shift away from thinking about structure in terms of hierarchies or a technical build. Answering customer needs is the end point of our journeys through the structure and the starting point of our thinking about the journey itself. If, at the end of a journey, you have a business need and a customer need sitting back to back, then the site endeavour will succeed.

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Primary user need: I want to take a vacation abroadBusiness need: Increasing our flight ticket salesMarketing/business phase: acquisition Primary needs

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Need states are like micro-needs within the primary needs you identify. They are close to the idea of interaction modes: searching, exploring, browsing, etc. And like interaction modes, need states change during the course of a website experience, as users move through the journey during one session or over multiple visits. Persona’s and need states

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Conceptualise solutions to answer needs

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Creating the journey: a time based progression

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The journey in interface (in principle)

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Navigating the journey through self selection

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Accelerating the customer through the journey: using hooks The structure tells a story so you can create hooks throughout the journey. Because the journey maps needs along a time-based progression, the calls to action (hooks) will have relevance because we’re anticipating the user’s next need. > Actionable content > Visualise up coming content and functionality > Present all upcoming steps in the journey > Anticipating drop out (data capture) > Highlight the end goal, the primary need > Address micro - barriers

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THE NEEDS BASED APPROACH RELATIONSHIP MODELS AS INTERACTION MODELS USER JOURNEYS THE VALUE FOR THE CUSTOMER

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Separating the solution-to-the-need from the manner in which we manifest it If the value for the customer lies in the need being answered then the manner in which we choose to manifest that need-solution can vary (from 3 meg flash app to a simple text file).

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The opportunity for developing contexts is to create an environment of needs based solutions manifested leanly across the full duration of the relationship. The needs based approach coupled with relationship based journeys across the full lifecycle of engagement promise to create trust and increase use.

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LOCALISING AT A STRATEGIC LEVEL

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Developing an Africa specific approach to the objectives of the global UNESCO Digi-Arts programme UNESCO DIGI-ARTS AFRICA A collaboration between UNESCO, The Trinity Session and jh-01

MAPPING THESE OBJECTIVES TO THE AFRICAN CONTEXT: 

MAPPING THESE OBJECTIVES TO THE AFRICAN CONTEXT Disseminate historical, theoretical, artistic, technical and scientific research in the field of electronic and digital arts, including interdisciplinary study of the arts and the sciences; Promote information exchange, dialogue and communication among artists, scientists and technicians from different geo-cultural regions, especially enabling developing countries to develop their own approaches and practices in various disciplines and fields of knowledge connected to media arts; Support existing institutions and networks throughout the world in the transfer of knowledge; Encourage the use of electronic software among the youth for electronic communication and creation We still need to identify potential and create audiences who understand and know what to do with this information. There is limited locally relevant content for dissemination. A lack of communication channels, platforms and tools limit the current possibility of exchanges. A pervasive digital art network in Africa that links existing institutions, individuals, etc needs to be developed in addition to any support that can be given to existing bodies. Lack of internet access, hardware, software and know-how are an initial challenge on the road to encouraged use. Objectives Challenges in Africa

ADDITIONAL OBJECTIVES OF THE DIGI-ARTS AFRICA NETWORK: 

ADDITIONAL OBJECTIVES OF THE DIGI-ARTS AFRICA NETWORK Create / identify, motivate, educate and engage digital art producers and audiences Encourage critical debate and education around what digital art can mean in Africa Raise the profile of the African network, it’s brand, contributors and content within Africa and the global Digi-Arts initiative Increase communication between the various cultural institutions and individuals in the Africa region Establish a self sustainable Digi-Arts Africa Network which will assist in building the foundations for self-sustainability within the cultural industries Contribute to the development of the cultural industries through building relationships with the ICT industries We still need to create the audiences who understand and know what to do with this information. There is limited locally relevant content for dissemination. A lack of communication channels, platforms and tools limit the current possibility of exchanges. A pervasive digital art network in Africa that links existing institutions, individuals, etc needs to be developed in addition to any support that can be given to existing bodies. Lack of internet access, hardware, software and know-how are an initial challenge on the road to encouraged use. Challenges in Africa Objectives for the Africa Network

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END Thank you to Tegan Bristow & the Trinity Session for input and use of photography For more information about Jason Hobbs please visit www.jh-01.com or email info@jh-01.com