B / Treme
Experience debt never sleeps. As our digital ecosystems grow ever more complex, the ensuing content sprawl pays IAs no favors. And yet, data-driven designs—from notifications to recommendations—can start small, and even stay small, while delivering powerful results.
This talk will highlight:
- A personalization model showing the base parameters (ingredients) required of every automated or personalized interaction (recipe)
- The zone-targeting method of isolating small “precincts” of your digital experience’s surface area to habituate users to dynamic content
- Fast-track taxonomy work with a crosswalk to identify the art of the possible, including ways to express content more dynamically by harmonizing terms across vocabularies and systems
Specific project examples that demonstrate less is more, literally, when it comes to expediting journey progression and tying content performance to business revenue
About the speakers
Most people drew pictures when they were kids. Colin made his own board games. Luckily, he gets to further his love of information design as Partner for Experience Design at ICF in Washington, D.C., where he oversees UX and IA projects for Fortune 500 companies, particularly in highly-regulated industries such as healthcare, financial services, and energy. He has also worked with some of the country’s largest associations and nonprofits, including the AARP, AAA, and Educause, owner of the .edu domain.
Notable project work includes the global navigation design of UPS.com, Lowes.com, and AARP.org, “digital front door” strategies for United Healthcare and the Mayo Clinic, and work on Bank of America‘s ‘Flagscape’ intranet, cited by Jakob Neilsen as a top pick for intranet usability. Colin is a fellow at the Consortium of Personalization Professionals, a cross-disciplinary non-profit founded in 2017 with the expressed intent of promoting ethical, evidence-based personalization design.
He credits any career success thus far to not going to law school.
Jeffrey MacIntyre is a New York-based independent consultant. Over numerous tours of duty and two decades of swashbuckling through design, product, and data management settings, he has solved or struggled with every unruly content puzzle under the sun. Jeffrey is interested in the IA for AI: the role of information science in designing for connected experience. He consults for Bucket Studio, focusing on shovel-ready solutions to personalized, automated, and simplified customer experiences. He runs Bucket Brigade, the only community for those who design connected experiences. He writes Bucket List, a newsletter of tales from the trenches of his consultancy and the behavioral science behind simplification in design. His clients include Amazon, Chase, Comcast NBCUniversal, Consumer Reports, IBM, Mailchimp, UNICEF, and Universal Music Group.