Information Architecture: Part 2 - Spring 2013 - Class 4

Information Architecture: Part 2
Class #4

Keith Schengili-Roberts
Copyright © 2013, The iSchool Institute Information Architecture: Part 2

Creating a Web Style Guide
Icons/Expression in Design
Information Architecture: Part 2 Localization 101
Class #4 Extras: Change Management / Creating a Functional
Specification for Your CMS

Instructor

keith.schengili.roberts@utoronto.ca

Class #4
February 14, 2013

Copyright © 2013, The iSchool Institute Information Architecture: Part 2


Today’s Class
• Creating a Web Style Guide
• Icons/Expression in Design
• Localization 101
• Change Management
• Creating a Functional Specification for Your CMS
Also:
• Assignment #1 is due February 28th (two Thursdays
hence)
• Assignment #2 is due on March 7th 2013 (the following
Thursday)
Copyright © 2013, The iSchoolProcter
Katherine & Scott Institute Information Architecture: Part 2


Class Assessment Forms
• Please fill out the yellow forms that have been
handed out; I have made significant changes to the
course based on recommendations from these forms
I would particularly like to know the following:
• More/Less in-class work? Was it effective?
• Would you have preferred a longer course/more
time?
• Were there any major topics you think ought to have
been covered?



Some Additional Info
• Found in a LinkedIn forum:
Interaction Design templates for
Personas and Concept Designs:
www.ida.liu.se/~matar/tools.en.sht
ml (or bit.ly/7TyG0k)

• A very good presentation about the
prototyping/wireframing process:
http://www.slideshare.net/runger/th
e-right-way-to-wireframe-cidd-
chicago-february-6-2013 (or
slidesha.re/Xf8gez)



Web Style Guide
What is it?
• It is the “bible” containing the rules and styles used
on your Web site; aim is to achieve consistency in
usage of the style on the Web site
• If you think of the sitemap as the “blueprint” for your
Web site, the Style Guide describes in details the
materials that go into building that blueprint



Style Guide Origins
• Ultimately derived from writing style guides that
dictated how individual writers could conform to the
“house style” of writing for a newspaper or for a
corporation
• Still used today; can incorporate portions of The
Elements of Style or the Chicago Manual of Style
when it comes to writing styles to define



Good Web Style Guide Reference
• Web Style Guide, 3rd
Edition, by Patrick J.
Lynch and Sarah
Horton
• Available in print and
online at:
webstyleguide.com



Why Do You Need It?
• Helps to ensure a unified “look and feel” to a Web site

• For any team involving more than one Web contributor, this is a
necessity, and is considered a standard IA deliverable

• Is usually the “final deliverable” by an IA for a given site or project;
typically issued alongside a Web site launch (or soon after)

• It is a chance for you to communicate how and why certain (IA-based)
design decisions were made

• When something goes horribly wrong, you have something canonical to
refer to (“no, Comic Sans is not one of our accepted corporate fonts”)

• Much of the materials in a style guide are based on IA principles, so
makes the most sense to work on one incrementally


What a Typical Style Guide Covers
The following are considered to be “core” requirements for a
typical style guide:
• Basic layout and design (including navigation, IA principles
on labelling, taxonomic principles at work, etc)
• Identifying distinct parts of the wireframe design (header,
footer, breadcrumbs, etc)
• Colour scheme (colours to use and when and where to
use them)
• Fonts (again, when and where to use them)
• Accessibility/Usability requirements



What a Typical Style Guide Covers (cont)
• Logo usage/guidelines
• Legal Requirements
• How to use images (file types, colour palettes, max.
dimensions, etc)
• Content guidelines (this can include writing styles, at the very
least “do's and don'ts”
• Contact Information

If it exists, the Web Style Guide ought to take any of these
elements that already exist from the corporate branding guideline,
either merging or amending it with web-specific material


Additional Guidelines
• Metadata guidelines
• Forms and table formatting
• Multimedia guidelines (similar to images in terms of
formatting, if interactive refer to accessibility guidelines)
• Specific scripting/coding instructions
(HTML/CSS/JavaScript etc)
• Database or CMS restrictions (i.e. filenames or filename
length)



What to Present
When describing a particular aspect to be covered, do the
following:
• Provide a guideline; should cover context for usage (i.e.
“use on 2nd level pages only”)
• Show examples (what to do)
• Show counter-examples (what not to do)
• Use code or images, as applicable
• If there are exceptions, provide an example



Example: Logo Usage
• Guidelines may already exist from corporate style guide (if one exists)

Example: www.usr.com/download/adbuilder/logos/brand-guidelines.pdf


Logo Usage (cont)
• Spacing around logo
• Linking + alt tags
• Minimum size
• Valid colour
combinations (may be
combined with corporate
Web palette info)



Logo Usage (cont)
• Add counter examples:
• From: I Love New York Branding Guidelines

• WestJet example (no longer extent)


Template Usage
• Often there are Web
designs where each “level”
of page gets its own
template
• Users need to know the
distinctions between
homepage/2nd-level/3rd-
level pages and what
can/cannot be done
• Recycle your wireframes
here! ;-)


Example from: channel4.com/about_c4/styleguide/downloads/C4StyleGuide1.1.pdf

Colour Usage
• Explicitly reference the
colors that can be used on
the site, specified in RGB
or Hex
• If an existing print guideline
exists, borrow from it

• Specify any preferred
Example from EasyGroup’s Branding Guide

primary and secondary
colours to use, and colour
combinations not to use



Page Sizing and Columnar Layout
• Need to settle on an optimal page width
• Provide guidelines on structuring sections based on your
wireframes (example below from BBC)



Font Usage
• State font usage clearly: which font(s) and how/when they are to be used
• Also consider related factors like leading (space above/below) text/image
elements (examples below from BBC)



Process Policies
In addition to standardizing Web layout, may also need to keep in
mind any institutional processes that come into play:
Examples:
• File naming conventions
• Review cycle, such as determining when material is deemed
obsolete (and what happens next)
• Outline steps required in getting content onto the Web site
(who are the gatekeepers/approvers, set expectations in terms
of timing, etc)
• Ownership of content
• Localization policies, and their impact on process/timing



Legal Policies/Obligations
Institutional policies may also need to be noted (particularly
for gov't or related bodies):
Examples:
• Legal, media relations statements/implications
• Usability policies in place; explicitly reference any external
or internal policies that may be applicable
• Legal guidelines surrounding use of graphics/images (i.e.
copyright restrictions)



External Resources for Help
In many cases have to assume that content control is
decentralized; make sure you provide links to external
reference sources
This can include:
• HTML/CSS/CMS tutorials
• (X)HTMLValidators
• Writing for the Web (“Elements of Style”, Chicago Manual
of Style, etc)
• Outlines on accessibility and usability
Where possible, insert these references within pertinent
sections of the Style Guide


Other Things to Consider: Button States
• Shows how a button should appear in a “natural” state,
when moused-over, clicked or inactive

Gumtree.com’s
button states



Other Things to Consider: Picture Usage
• Show typical examples of any photographic images used
on the website, describing the intent you are trying to
convey when using them

Example from EasyGroup’s Branding Guide


Other Things to Consider: Writing Style
• Should not only reference (IA) Best Practices, but provide
examples of the style being aimed for



Other Things to Consider: Icon Usage
• Good place to reference any standard icons in use on the
site, and what standard sizes can be used

Example from Zurb.com’s flickr stream:
flickr.com/photos/zurbinc/4774579941/in/photostream/



Other Things to Consider: Coding Guidelines
• File naming conventions (i.e. camelCase.html or
words_with_underlines.html)
• The directory structure for the website
• Valid and invalid file types (i.e. PDF good, Flash bad)
• Inserting third-party applications (i.e. YouTube window)
• Validation requirements for web pages (i.e. which
HTML/CMS validation checker to use?)
• Version control
• Working with test server



An Excellent Web Style Guide Example

• static.bbci.co.uk/gel/0.2.14/downloads/GEL_web_styleguide.pdf


Need Some Additional Examples?
• University of Pennsylvania Web Style Guide:
upenn.edu/webguide/style_guide/index.html

• World Meteorological Organization:
wmo.int/pages/pubsguides/documents/WMOWEB_STYLE_GUIDE
_08.pdf

• A Style Apart: alistapart.com/contribute/styleguide/

• Seagate Web Style Guide:
www.amazedev.com/files/guidelines/seagete_web_style_guide.pdf

• Heriot Watt University: www.hw.ac.uk/webteam/training/style.htm

• The New School: www.newschool.edu/webstyleguide/



• An excellent guide to
iconography: Understanding
Comics, by Scott McCloud
(1993)
• “More than just a book about
comics, this gets to the heart
of how we deal with visual
languages in general.”
Lou Rosenfeld



Icons
• Definition: “A small graphic symbol that represents
a program, file, or folder on a computer. Clicking on
an icon with a mouse generally causes the program
to run, the folder to open, or the file to be displayed
(if possible). ”
University of Washington



Icons
Problem is, what to use?
• Text-only?

• Picture-only?

• Text and picture?



But first…
• What is this?

(“The Treachery Of Images” by Rene Magritte)



Scott McCloud’s Take On It..



The World of Iconic Representation
• Icons are ultimately
visual representations
of actual things or
actions.

• The best icons are
those that are
“received” rather than
“perceived”



Pictures and Words
• Pictures…

• Words…



Pyramid of Visual Iconography
• Top: Most abstracted
• Bottom: Most specific,
running along a spectrum
from received to perceived
• In good UI design, you want
to aim for something that is
immediate and as specific as
possible
• Tradeoffs are inevitable…



Abstracted Icons

• Can you tell me what these icons represent?



The Same Icons in Context
• Notice how the
accompanying text at
the bottom provides
the most information
(through context)
• Do you think these
are effective icons (or
labels)?



Another Example

• Can you tell me what these icons represent?



The Same Icons in Context

• So do you think these are effective icons?



Images Should Not Get in the Way of Reception

• Are the drop-down icons in this instance useful?


Importance of Context
• Do you think
these icons are
talking about the
same thing?



Some Guidelines for Effective Road Signs
• From U.S. Dept. of
Transportation's
Human Centered
Systems Research
Program
(www.tfhrc.gov/hu
manfac/00-090.pdf)
• These examples
nicely illustrates
“Received” vs.
“Perceived” design



Some Guidelines for Effective Road Signs
• In each of these
examples, context
becomes more
important; meaning
dependent on when
or where you
encounter them



Guidelines for Creating Effective Icons (Software)
• Rule of Thumb for Icon Metaphors: "If you have to think
about an icon to 'get it', the metaphor is too complex”
• Design Functionally Suggestive Icons; image should
suggest function
• Avoid name suggestive icons; introduces an extra layer of
extraction
• Do not rely on information user’s may not have; icon may
have internal meaning only
• Avoid extraneous information; i.e. don’t make it “busy”
• Don’t base icons off of word puns, i.e. a “system log” icon
shouldn’t be “wood-y”, is also language-specific


Fitts’ Law of Click Times
• “The time to acquire a
target is a function of the
distance to and size of the
target”. Bruce Tognazzini

• Use large objects for
important functions (Big
buttons tend to be easier
to click). Note that this
follows a log function, so
utility of making an already
large button 20% larger
than a smaller one is not
equal Terrific article on Fitts’ Law (from which this illustration is derived) at:
sixrevisions.com/usabilityaccessibility/improving-usability-with-fitts-law/.


Fitts’ Law of Click Times (Cont.)


• It also predicts that the corners and sides of your display are faster to
click on because you cannot go “past” them; however in reality this is
not the case; however you can place buttons close to where you expect
the cursor to appear on a page

• In this case note the relatively large button at the top, which is close to
where you would expect the cursor to be after entering an URL/clicking
a bookmark


• The further the cursor has to travel
to click on an object, the more likely
it is prone to error

• Want to provide the user with most
likely/primary options close to the
“prime pixel”, an effect most often
used in context-sensitive drop-down
UIs

• In terms of Web development, it is
either where you expect the cursor
to be (i.e. place button-clicking
actions on multiple pages close to
each other), or roughly the center of
the screen




• By connecting navigation items together, they become
larger and easier to use; example on the right provides
a seamless transition between “Home” and “Blog”,
whereas the one on the left has an intermediate “dead
zone”


Fitts’ Law: Spot Quiz
• Microsoft Toolbars offer the user
the option of displaying a label
below each tool. Name at least
one reason why labelled tools can
be accessed faster. (Assume, for
this, that the user knows the tool
and does not need the label just
simply to identify the tool.)

• What is the bottleneck in
hierarchical menus and what
technique used on the Macintosh,
but not on Windows (prior to
Windows 7), which makes that
bottleneck less of a problem?


Fitts’ Law: Answers
• The label becomes part of the target. The target is
therefore bigger. Bigger targets, all else being equal, can
be accessed faster.
• The bottleneck is the passage between the first-level menu
and the second-level menu. Using Windows, users have to
slide across just right, in case they slip down to the next
menu at the last moment. Macs use a V-shaped buffer
zone, so that users could make an increasingly-greater
error as they neared the hierarchical without fear of
jumping to an unwanted menu.
• Other questions/answers can be found at:
www.asktog.com/columns/022DesignedToGiveFitts.html


Expression in Design
Both images depict faces,
but very differently:
• Busy / Clean
• Strong Emotion /
Calmness
• Edgy and Gritty /
Thoughtful




• So what is this Web homepage trying to convey?



• How about this one?


Why this Matters: Confidence, Trust

• Would you implicitly trust sites that looked like this?


A Less Extreme Example

• This is a site in the financial domain; what’s good/bad about it?
• Compare this version (from early 2011) to how it looks today


Emotional Design
• Classic text on this
topic; while focus is
more on industrial
design, concepts are
universal



Don Norman’s 3 Levels of Emotional Design
• Visceral
• Behavioural
• Reflective

• Excellent YouTube video of him speaking on “The three
ways that good design makes you happy”:
www.youtube.com/watch?v=RlQEoJaLQRA&NR=1 (start
from 6:43)


Visceral: Hard-wired, low-level, triggered immediately, based
on evolutionary advantages and survival strategies; most
graphic design elements aim to work at this level
Examples:
• smooth, round = pleasant
• spiders/multi-legged critters = creepy
• sharp, pointed = fear/danger
• babies = protective



Behavioural: based on feel/use of an object; is an
icon/feature good or bad to use?
• Usability is aimed at this level
• Example: lengthy response times can cause
confusion/frustration



Reflective: based upon how we think about an object. Does
it evoke trust or perhaps prestige?
• Branding works at this level.
• For more information on this topic, see:
jnd.org/dn.mss/CH01.pdf (a sample chapter from the book)



Take a Look at this Web Page



Now, Read This Comic Strip

• Notice any similarities?


Time



Time

• Now think back to the Chapters.ca web page (or any
other) and look at the design in terms of time


Eyetracking Studies Support This
• Eyetracking studies
(sample to right) shows
a user searching for
information on a
Google page (derived
from “Eyetracking Web
Usability” by Jakob
Nielsen and Kara
Pernice)



Flow and Internationalization
In the vast majority of cases, Western Websites “flow” their information
from right-to-left, top-to-bottom
• What does that remind you of?
Look at the flow in the following non-English Web sites:
• www.jal.co.jp
• www.keshet-tv.com
• www.alquds.com
An English article on Wikipedia: en.wikipedia.org/wiki/Paul_Kane
The equivalent article on the Hebrew text version:
he.wikipedia.org/wiki/%D7%A4%D7%95%D7%9C_%D7%A7%D7
%99%D7%99%D7%9F



Localization 101

• A (not serious) possible solution to the “flags” issue, from a
presentation by Peter van Dijck


Localization Issues and IA
• An IA needs to be aware of the issues surrounding localization,
some examples:

• Languages and countries do not correspond one-to-one, so how
do you denote different language sections on a Web site?
(Flag? Text?)

• Categories/Taxonomies are culturally-specific, a straightforward
translation often does not work

• Domain names are expanding outside of Latin-1 alphabet; so
what is your domain name in Simplified Chinese, for example?

• Understanding the mechanics and localization best practices will
go a long way towards helping to get a better grasp on the issues
you may face


Translation, Localization and Internationalization
• “Translation” is taking material from one language
and converting it to another
• “Localization” takes into consideration the local
idiom, and ought to sound like it is coming from a
native speaker
• “Internationalization” is the process of designing a
software application so that it can be adapted to
various languages and regions without engineering
changes
• Will often see these terms used interchangeably



Localization Industry Terminology 101
• HT - Human Translation (as opposed to “MT”)
• GSB - Globalization Service Buyers
• LSP - Language/Localization Service Provider
• MLV - Multi-Language Vendor
• MT/MTS - Machine Translation/MT System
• SLV - single-language vendor
• TEP - Translate-Edit-Proofread process (typical of most LSPs)
• TEPR - Translate-Edit-Proofread-Review process
• TM - Translation Memory
• TMS – Terminology Management System



Mistranslations

• Potential cost to brand/lost sales/credibility
• And What Does it Mean in Farsi? Time Magazine article about localization blunders
time.com/time/magazine/article/0,9171,184974,00.html



Reasons for Doing Localization
• Provide info to non-English speakers (in an otherwise
English locale)
• Access to foreign markets/enhance brand
• Better communication with clients
• Statutory requirement
• Legal requirement in order to do business



Do End Users Really Care?
• “Business users on the web are three times more likely to buy
from sites in their native language and stay two times longer on
sites in their own language. What's more, a full 76% of all web
users who encounter sites not in their native language either
look for a translated version or leave the site.”

Source: www.i-b-t.net/anm/anmviewer.asp?a=220&z=3&print=yes
based on Forrester Research report



Approaches to Localization
• DIY (in-house)
• Send to a Localization Service Provider (LSP)



DIY Localization Approach
Pro:
• Uses internal SMEs
• Internal deadlines
• Info never leaves the organization (until ready)
Con:
• Fragile
• Doesn't scale well
• Expensive
Not surprisingly, most firms/organizations outsource this type
of work


Size of the Localization Industry
• According to an estimate from
Common Sense Advisory, outsourced
localization and translation market
~$12 US billion as of 2010
• To put this into perspective, this is
about the same size as the global
bicycle manufacturing market
• Source:
gilbane.com/globalization/2007/02/wh
at_size_the_market.html



Top Localization Firms (2007 Data)

• Source: http://www.commonsenseadvisory.com/AbstractView.aspx?ArticleID=948



How Many Languages to Localize To?
• Ultimately depends on needs
• May be sufficient to localize to a single language (i.e.
French for sellers into Canadian market)
• “Standard 9" (4 European languages, 4 Asian languages
plus English)
• MS Vista Tier 1 = 36 languages
• MS Vista Tier 2 = 62 additional languages



Dialects
• May need to keep in mind dialectal translation may be
required for certain markets:



Top 10 Internet Languages



Cultural Bias in Classification
• There are many formal
classification systems
which contain "hidden"
biases; need to be aware
of them
• One example: Dewey
Decimal system; 200s
dedicated to religion, and is
heavily biased (image
taken from a Peter van
Dijck presentation)



Example: Car Classification

• Note differences in car categorization (example taken from
a presentation by Peter van Dijck)


Think Global, Act Local(e)
• The way people classify “global” categories tends to be
locally biased
• Note that UE/IA-based design has tended to be largely
Western in its approach; some “global” principles may
not apply (global Yahoo examples)
• If moving into a new locale/region, research local
differences; examine other global players for hints



Flags = Language/Region(?)
• Careful when using flag icons
• For English language, what do you use: UK, US, Canadian
flag (or a combo)?
• What does the following signify?
• Taiwan and Mainland China?
• Traditional Chinese and Simplified Chinese?
• This distinction is even more problematic when signifying
spoken languages
• When using language names, use native spellings (i.e.
“Deutsch” not “German”, “Française” not “French”)



Localization Maturity Model

• Source: Common Sense Advisory, Inc., see: www.gala-global.org/GALAxy-
article-localization_maturity_model-5955.html for summary
• Where does your organization fit along this scale?


Choosing a Localization Vendor
• Devise a requirements document, detailing formats,
language requirements and process expectations
• Obtain pricing guide outlining all fees
• Ask for sample translation(s) which can be verified for
quality
• Vendors often specialize in per-industry segments, such
as pharmacological, “high tech” or aerospace; choose
accordingly



Localization Information
• Common Sense Advisory:
www.commonsenseadvisory.com
• Multilingual: www.multilingual.com
• Listing of localization vendors and tools:
www.i18nguy.com/TranslationVendors.html



Change Management



Managing Change as an IA
Managing Change:
• If you are adopting a new CMS, will be a big change over
existing processes; same is true for SharePoint
deployment, Intranets, etc
• Whatever the case, a change in platform requires its
users to go through a paradigm shift in the ways they
work.
• As an IA (and a likely co-ordinator/champion of the
process change), getting through this paradigm shift
effectively requires understanding what to expect and how
to come through it intact (this is “change management”).



Identify the Pain, Issues, and Consequences
• People are unwilling to change unless there is a very good
reason for that change and they can see the benefits.
• Identifying the benefits means first identifying the pain,
issues, and consequences.
• What are the real issues facing your organization? What is
the impact of not addressing these issues?
• “The only person who is in favour of change is a baby with
a wet diaper” (quote from The Art of Change Management
in a Professional Organisation)



Expect an Initial Productivity Dip

• Anticipate the emotions you will encounter ahead of time
and develop strategies to adapt


Reach Out and Listen
• Listen to what people have to say about the issues
and the solutions.
• If you involve people early on, really listen to what
they have to say, and then demonstrate that you are
addressing their concerns/requirements, they may
become your strongest supporters.



Communicate
Need to communicate the following to users/stakeholders:
• Explain why the change is happening
• Describe the plan
• Provide ongoing status updates
• Celebrate successes
• Do not downplay problems

But in the end: communicate, communicate, communicate.



Elicit the Help of “Change Agents”
• The best way to convince people of a change is to have
“one of their own” communicate the excitement and
possibilities.
• A “change agent” is someone who is not necessarily part
of the assigned implementation team, but who will be a
user of the new system and its methodologies.
• Make sure that you help the change agents to prepare a
consistent message to take back to their team. A
consistent message reduces possible misinterpretations.



Overcoming Resistance
Typical criticisms/comments:
• Not invented here
• We do it differently
• Loss of creativity
• There are benefits, but this is too much work
• If fewer people can do more, I may lose my job



Why Some Projects Fail
• Resistance to change
• Failure to address both technical and non-technical issues
• Failure to recognize that analysis and design take time
• Lack of a champion
• Biting off more than you can chew
• Economic issues
• Organizations lack core competencies



Why Some Projects Fail (cont)
• Lack of communication
• Failure to involve others
• Relying on only one type of reuse
• Project-by-project reuse
• Selecting the wrong first project
• Reuse everything you can
• No facility for change



Changing Roles
• New roles
• Enterprise content coordinator
• Information technologists
• Modified roles
• Business owners/analysts
• Information architects
• Authors
• Content owners
• Editors



Intervention Stages in Change Management



Creating a Functional Specification for Your CMS

(or, Winning the Tug-of-War Between
Customer Pull vs. Vendor Push)


A Sure Way to Fail…
CMS selection may unfortunately be done before:
• Determining the business needs and overall business
goals
• Identifying the underlying website design or management
issues
• Creating an overall website or intranet strategy
• Identifying what functionality will be delivered by the site
(rather than the CMS)
• Choosing which sites will be in scope for the CMS project
From “Top 10 mistakes when selecting a CMS”, by James Robertson
(steptwo.com.au/papers/kmc_selectionmistakes)


Solution Features and Getting what You Need
• Many ECM/CMS vendors in the marketplace; need
to winnow a large list of potential vendors down to
something easily manageable/testable
• Vendors will approach you touting the various
features for their solution; but do these features fit
your needs?



Vendor Features are Not Necessarily Needs
Vendor features often come with hidden implications
for the buyer:
• May require additional headcount to manage
• May force a negative change to your existing
processes
• May require third-party tools to operate effectively
• Aim for a solution that best compliments/improves
your existing processes



Winnowing Out Vendors
• The number of choices is overwhelming;
cmsmatrix.org/ currently lists over 1,100 CMS
solutions
• While it may be impossible to effectively survey all
of these potential vendors in any detail, as the fewer
products that are looked at means the greater the
chance that the most appropriate solution has been
missed
• To get a better sense as to what you require,
compile a Needs Analysis/Specifications Document


Functional Specification
Functional specification is an approach to selecting
tools and vendors:
• Define what the system should do
• Ignore how the system accomplishes this
• Specific functional specification is good, but only
about what, never how
• Your vendor knows more about how than you do
• You know more about what than your vendor does



Be Indifferent to Mechanism
• Don't care how the requirement is met as long as it
is met
• You might, later, care about how from a cost
perspective, but from a design perspective, if it
works, it works.
So if… what do you do?


Information Architecture: Part 2 - Spring 2013 - Class 4

Information Architecture: Part 2 - Spring 2013 - Class 4

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