The capability to help users reduce disorientation, build a sense of place, increase legibility, and way-finding across digital, physical, and cross-channel environments.
Suits the purposes, contexts, and people it is designed for (internal consistency), and to maintain the same logic across different media, environments, and times in which it acts (external consistency).
Shapes and adapts itself to specific users, needs, and seeking strategies.
Manages large information sets and minimizes stress and frustration associated with choosing from and ever-growing set of information sources, services, and goods.
Suggests relevant connections among pieces of information, services, and goods, to help users achieve explicit goals or stimulate latent needs.