Best practice Information Architecture Open Publish, Sydney 2 nd August 2007 Patrick Kennedy, Step Two Designs

A short agenda ‘Needs based’ information architecture Whatever 2.0 (All in roughly 30 minutes!)

‘Needs based’ information architecture

Whatever 2.0

(All in roughly 30 minutes!)

An introduction to needs based IA

What is information architecture? A partial definition: “ The art and science of organizing and labelling web sites, intranets, online communities and software to support usability and findability” (aifia.org) Structuring content and system so people can find information It involves designing: Navigation Labelling Taxonomies, thesauri, indexes

A partial definition:

“ The art and science of organizing and labelling web sites, intranets, online communities and software to support usability and findability” (aifia.org)

Structuring content and system so people can find information

It involves designing:

Navigation

Labelling

Taxonomies, thesauri, indexes

Tools and techniques Site maps Wireframes Card sorting Usability testing for validation

Site maps

Wireframes

Card sorting

Usability testing for validation

But how do you get it right?

[notes] Designing anything based on your own preferences and biases is not the best approach Getting it right means understanding the problem at hand as well as knowing your audience This goes beyond usability, it’s about delivering useful solutions We often don’t fully understand the problem…

Designing anything based on your own preferences and biases is not the best approach

Getting it right means understanding the problem at hand as well as knowing your audience

This goes beyond usability, it’s about delivering useful solutions

We often don’t fully understand the problem…

For example, we’re given a job to implement a call centre intranet…

[notes] Call centres are fascinating places to practice IA We’ve done much of this kind of work

Call centres are fascinating places to practice IA

We’ve done much of this kind of work

This is actually one of the main sources of information for staff…

[notes] The core information they need is what allows them to handle the call Much of the knowledge is already known But rapidly changing or crucially important information need to be on hand, such as: interest rates stock prices Product specifications A variety of methods are used for this stuff

The core information they need is what allows them to handle the call

Much of the knowledge is already known

But rapidly changing or crucially important information need to be on hand, such as:

interest rates

stock prices

Product specifications

A variety of methods are used for this stuff

… as are these documents, sitting on every desk

[notes] Insurance policies Terms and conditions of a loan Quite detailed Not frequently referred to But hold the answers to the really challenging calls

Insurance policies

Terms and conditions of a loan

Quite detailed

Not frequently referred to

But hold the answers to the really challenging calls

These documents were actually the big problem for staff

[notes] Especially old versions going back in time Not usually handled by current system May pre-date electronic production So perhaps not easily put on the intranet And who’s to say that would even be the best solution?

Especially old versions going back in time

Not usually handled by current system

May pre-date electronic production

So perhaps not easily put on the intranet

And who’s to say that would even be the best solution?

Email was the other big source of pain…

[notes] To compensate for inadequacies in other systems Email was used to store notes, memos, revisions, updated versions, tips and knowledge from others Email is not well designed to handle this content Locked away, not shared or consistently organised The thing is, to effectively handle calls, operators need to bring to bear all the information and knowledge If they can’t find it, they either can’t help or make up

To compensate for inadequacies in other systems

Email was used to store notes, memos, revisions, updated versions, tips and knowledge from others

Email is not well designed to handle this content

Locked away, not shared or consistently organised

The thing is, to effectively handle calls, operators need to bring to bear all the information and knowledge

If they can’t find it, they either can’t help or make up

The key is researching user needs.

[notes] In this case, the issues were not well understood by the organisations management The stated problem was that the intranet needed to be redesigned Didn’t know Information was hard to find Staff weren’t happy Our research uncovered the underlying issues and allowed the problem to be better defined So what process was used?

In this case, the issues were not well understood by the organisations management

The stated problem was that the intranet needed to be redesigned

Didn’t know

Information was hard to find

Staff weren’t happy

Our research uncovered the underlying issues and allowed the problem to be better defined

So what process was used?

Needs analysis

What is needs analysis? Researching what users really need Stop, look and listen Talking to your colleagues! A holistic approach Taking the broader context into account Thinking outside the box Asking a ‘bigger’ question AKA: design research, user research, ethnography

Researching what users really need

Stop, look and listen

Talking to your colleagues!

A holistic approach

Taking the broader context into account

Thinking outside the box

Asking a ‘bigger’ question

AKA: design research, user research, ethnography

Typical IA methodology

Needs based IA methodology

[notes] So a typical project might look like this But what we’ve found is that doing some work before this produces better results So the needs analysis can inform the strategy and user research

So a typical project might look like this

But what we’ve found is that doing some work before this produces better results

So the needs analysis can inform the strategy and user research

Key principles

Is the identified problem the symptom or the cause?

[notes] For example, in the call centre scenario from earlier, the stated problem was the intranet needed to be redesigned But this was a symptom not the cause

For example, in the call centre scenario from earlier, the stated problem was the intranet needed to be redesigned

But this was a symptom not the cause

Our methodologies often assume that organisations work like this…

… whereas they are much more like this in reality

Needs analysis is ethnographic, focusing on activities and environments

[notes] It involves people People will be using the solution you design, so they need to be included in defining the problem As well as assessing potential solutions

It involves people

People will be using the solution you design, so they need to be included in defining the problem

As well as assessing potential solutions

You can’t deliver effective solutions to people you haven’t personally met

[notes] Compiling a huge requirements specification is not enough If you haven’t met with and talked to people who are at the heart of the problem and whom will use the solution you deliver

Compiling a huge requirements specification is not enough

If you haven’t met with and talked to people who are at the heart of the problem and whom will use the solution you deliver

There are no shortage of problems to be solved…

[notes] What often happens is people attempt to “boil the ocean” This can be a major problem, as projects become so big and resource-intensive that nothing ever gets delivered A good example is the redesign of large websites It’s better to focus on small but effective solutions, the cumulative effect is a much improved situation for users of the system

What often happens is people attempt to “boil the ocean”

This can be a major problem, as projects become so big and resource-intensive that nothing ever gets delivered

A good example is the redesign of large websites

It’s better to focus on small but effective solutions, the cumulative effect is a much improved situation for users of the system

… but the real challenge is knowing where to start

[notes] The answer is you start with needs analysis

The answer is you start with needs analysis

How to do needs analysis

In the trenches, you will learn many things…

What you will learn Goals – what are they trying to achieve? Behaviours – how do they go about it? Attitudes – what do they think and how do they react? Tasks – what is it they need to get done? Official and unofficial processes Unmet needs – potential goals for your solution Relationships – how are they affected by others? Corporate culture – what is the norm? Environment – in what context will they use your solution?

Goals – what are they trying to achieve?

Behaviours – how do they go about it?

Attitudes – what do they think and how do they react?

Tasks – what is it they need to get done?

Official and unofficial processes

Unmet needs – potential goals for your solution

Relationships – how are they affected by others?

Corporate culture – what is the norm?

Environment – in what context will they use your solution?

… but not everything will be directly relevant

[notes] Not everything will be relevant to a project Don’t worry ! All goes towards a better understanding of the people involved The context in which they use a system can be vitally important, if not translated into a design

Not everything will be relevant to a project

Don’t worry !

All goes towards a better understanding of the people involved

The context in which they use a system can be vitally important, if not translated into a design

Some needs analysis tips and tricks

Technique Employ ethnographic methods Use one-on-one interviews as a basis Plain old observation can be very enlightening Personas can be useful in illustrating your users Make use of narrative to elicit real-life scenarios Capture quotes and sound-bites Use a ‘blended’ approach Get richer: ride-along, interrupt observation

Employ ethnographic methods

Use one-on-one interviews as a basis

Plain old observation can be very enlightening

Personas can be useful in illustrating your users

Make use of narrative to elicit real-life scenarios

Capture quotes and sound-bites

Use a ‘blended’ approach

Get richer: ride-along, interrupt observation

Things to avoid ‘Design by committee’ – don’t ask what they want They aren’t designers, but you are Don’t focus on technology or the ‘product’ Focus on actual end-users, not intermediaries Keep it positive – avoid ‘whinge sessions’

‘Design by committee’ – don’t ask what they want

They aren’t designers, but you are

Don’t focus on technology or the ‘product’

Focus on actual end-users, not intermediaries

Keep it positive – avoid ‘whinge sessions’

Related techniques Card sorting Usability testing Log analysis, statistics Time and motion studies Role playing

Card sorting

Usability testing

Log analysis, statistics

Time and motion studies

Role playing

What about…? Questionnaires Surveys Focus groups Market research Time and motion studies Cultural probes They’re all related and do tend to overlap Use whatever combination works best for you

Questionnaires

Surveys

Focus groups

Market research

Time and motion studies

Cultural probes

They’re all related and do tend to overlap

Use whatever combination works best for you

How much research? As with usability testing, ethnographic research tends to obey the law of diminishing returns We’re not after all the issues, just the key issues A good rule of thumb is 15 people per audience segment We typically do 5 days of interviews, some contextual inquiry, plus data analysis

As with usability testing, ethnographic research tends to obey the law of diminishing returns

We’re not after all the issues, just the key issues

A good rule of thumb is 15 people per audience segment

We typically do 5 days of interviews, some contextual inquiry, plus data analysis

How much research? We’re not trying to get statistically significant data We want to learn about people; how they do their job, how they get things done, how they use the product in question Use successive layers of research for big projects Go into more detail with each round of research But, more research equals more analysis !

We’re not trying to get statistically significant data

We want to learn about people; how they do their job, how they get things done, how they use the product in question

Use successive layers of research for big projects

Go into more detail with each round of research

But, more research equals more analysis !

Cross pollinate skills between disciplines

Cross pollination of skills “Two heads are better than one” Learn from each other, collaborate Multidisciplinary teams work better Expertise might be found where you least expect it (similar to the ‘long tail’ effect) Mentoring or a partnership may be effective

“Two heads are better than one”

Learn from each other, collaborate

Multidisciplinary teams work better

Expertise might be found where you least expect it (similar to the ‘long tail’ effect)

Mentoring or a partnership may be effective

Whatever 2.0

The bells and whistles of Web 2.0

A very short blurb on Web 2.0 Web 2.0 is the latest round of innovation on the internet This is fundamentally changing the nature of how the web works From publishing content to the ‘read-write web’ Ajax provides a framework for interaction Web services and API form the basis for ‘small pieces loosely joined’, mash-ups A lot of activity, a lot of money being invested

Web 2.0 is the latest round of innovation on the internet

This is fundamentally changing the nature of how the web works

From publishing content to the ‘read-write web’

Ajax provides a framework for interaction

Web services and API form the basis for ‘small pieces loosely joined’, mash-ups

A lot of activity, a lot of money being invested

There seem to be two types of 2.0; there’s the ‘social web’ phenomenon…

The ‘social web’ Blogs Wikis Photo sharing Social bookmarking Folksonomies

Blogs

Wikis

Photo sharing

Social bookmarking

Folksonomies

… and the Rich Internet Application (RIA)

The ‘Rich Internet Applications’ Flash and Ajax powered Real-time (asynchronous) interaction Replacing the page model of the web Can hide some rough edges from users And of course, you can combine social web and RIA

Flash and Ajax powered

Real-time (asynchronous) interaction

Replacing the page model of the web

Can hide some rough edges from users

And of course, you can combine social web and RIA

Exemplars Flickr www.flickr.com/photos/shingen_au/ Del.icio.us http://del.icio.us/ Google Maps (and the rest of Google) www.google.com/local 37 signals www.37signals.com

Flickr www.flickr.com/photos/shingen_au/

Del.icio.us http://del.icio.us/

Google Maps (and the rest of Google) www.google.com/local

37 signals www.37signals.com

What about this new breed of business tools?

A very short blurb on Enterprise 2.0 Enterprise 2.0 is about bringing the spirit of Web 2.0 to the corporate space The same technologies can be used to create radically new ways of working and collaborating Staff will be finally given the opportunity to directly contribute, rather than being just passive consumers Lots of exciting technologies: wikis, blogs, folksonomies (tag clouds), mash-ups, portals ‘ Software as a service’ is also a key element

Enterprise 2.0 is about bringing the spirit of Web 2.0 to the corporate space

The same technologies can be used to create radically new ways of working and collaborating

Staff will be finally given the opportunity to directly contribute, rather than being just passive consumers

Lots of exciting technologies: wikis, blogs, folksonomies (tag clouds), mash-ups, portals

‘ Software as a service’ is also a key element

Exemplars 3,000 internal blogs at IBM www.nevon.net/nevon/2005/06/now_3600_intern.html Dogear at IBM acmqueue.com/modules.php?name=Content&pa=showpage&pid=344&page=1 Peers at AvenueA|Razorfish blogs.forrester.com/charleneli/2004/11/avenue_arazorfi.html Corporate wiki and blogging software

3,000 internal blogs at IBM www.nevon.net/nevon/2005/06/now_3600_intern.html

Dogear at IBM acmqueue.com/modules.php?name=Content&pa=showpage&pid=344&page=1

Peers at AvenueA|Razorfish blogs.forrester.com/charleneli/2004/11/avenue_arazorfi.html

Corporate wiki and blogging software

The danger with Whatever 2.0 Much experimentation is going on Some real benefits are being delivered The social web typically follows fads Most RIA focus on superficial interface changes Many gimmicks being added “because we can” Are we returning to the bad old days ? Agile methodologies multiply the problem Constant state of beta may make us more reactive It’s difficult to tell if true needs are being met

Much experimentation is going on

Some real benefits are being delivered

The social web typically follows fads

Most RIA focus on superficial interface changes

Many gimmicks being added “because we can”

Are we returning to the bad old days ?

Agile methodologies multiply the problem

Constant state of beta may make us more reactive

It’s difficult to tell if true needs are being met

As featured in Bit Literacy by Mark Hurst

Gootodo.com A simple yet effective to-do list application Crafted around well researched user needs Only those features that are useful have been built Very clean and simple use of web 2.0

A simple yet effective to-do list application

Crafted around well researched user needs

Only those features that are useful have been built

Very clean and simple use of web 2.0

Caltex HR Service Centre

Caltex HR Service Centre From Cairo Walker’s case study this morning Goal: how to provide current payroll officers with the tools to answer a broad range of HR queries? Extensive needs analysis was undertaken HRSC staff, other HR team members, general staff How did they go about doing their jobs? What did they do? What information did they use to do it? Where was it meant to be? Where did they really get it from?

From Cairo Walker’s case study this morning

Goal: how to provide current payroll officers with the tools to answer a broad range of HR queries?

Extensive needs analysis was undertaken

HRSC staff, other HR team members, general staff

How did they go about doing their jobs? What did they do? What information did they use to do it? Where was it meant to be? Where did they really get it from?

Caltex: starting position >58,000 documents stored in >6,200 folders Duplicate copies, inconsistency, incorrect decisions and advice Staff don’t know where to find information… even the experts don’t know where to look Intranet, central content management, Dreamweaver

>58,000 documents stored in >6,200 folders

Duplicate copies, inconsistency, incorrect decisions and advice

Staff don’t know where to find information… even the experts don’t know where to look

Intranet, central content management, Dreamweaver

Caltex: the cunning plan Everyone contributes, a ‘wiki’ approach is defined Appoint knowledge custodians for all HRSC supported business processes (knowledge clusters are owned) Knowledge custodians work with the business owner to ensure clusters are 100% correct

Everyone contributes, a ‘wiki’ approach is defined

Appoint knowledge custodians for all HRSC supported business processes (knowledge clusters are owned)

Knowledge custodians work with the business owner to ensure clusters are 100% correct

Courtesy: thisisbroken.com

LinkedIn Answers A way for the community of LinkedIn users to ask questions and receive answers and feedback Great concept as it fosters user collaboration However, it’s misused , principally because they were no business rules put in place at the outset for the community to ‘limit’ or ‘govern’ the types of questions asked The result? As opposed to the feature becoming a fascinating knowledge base and platform that benefits from the inherent internet ‘long tail’ - it has descended into a free-for-all for wannabes hawking their services and offerings at the expense of the original idea

A way for the community of LinkedIn users to ask questions and receive answers and feedback

Great concept as it fosters user collaboration

However, it’s misused , principally because they were no business rules put in place at the outset for the community to ‘limit’ or ‘govern’ the types of questions asked

The result? As opposed to the feature becoming a fascinating knowledge base and platform that benefits from the inherent internet ‘long tail’ - it has descended into a free-for-all for wannabes hawking their services and offerings at the expense of the original idea

YouTube Wildly popular But heavily criticised for user experience In particular navigation and browsing

Wildly popular

But heavily criticised for user experience

In particular navigation and browsing

Needs analysis is a universal tool, to be used for any type of project, including Web 2.0

The fundamental principles still apply Find out what your users need and deliver it The same techniques apply equally well to Web 2.0 Often hear: If I add Web 2.0 will it make my site better? If I add Web 2.0 does it make my site bad? The right solution is technology agnostic “Web 2.0 don’t kill sites, people kill sites”

Find out what your users need and deliver it

The same techniques apply equally well to Web 2.0

Often hear:

If I add Web 2.0 will it make my site better?

If I add Web 2.0 does it make my site bad?

The right solution is technology agnostic

“Web 2.0 don’t kill sites, people kill sites”

The wrap-up

Rather than a fairly hit and miss approach…

In summary… Often, people try to create a solution on their own ‘ Cookie cutter’ solutions won’t work (all the time) Heuristics and conventions work for usability But not for the useful side of things Don’t just take a website that worked for someone else and build your site the same

Often, people try to create a solution on their own

‘ Cookie cutter’ solutions won’t work (all the time)

Heuristics and conventions work for usability

But not for the useful side of things

Don’t just take a website that worked for someone else and build your site the same

… good needs analysis allows you to hit the mark

In summary… A more informed decision is a better decision One size does not fit all There is no one solution for an information-rich site Needs analysis is vital for effective design Find out what will work for ‘you and yours’ Talk to people and come to terms with the whole problem space Needs based IA applies equally well to new tech

A more informed decision is a better decision

One size does not fit all

There is no one solution for an information-rich site

Needs analysis is vital for effective design

Find out what will work for ‘you and yours’

Talk to people and come to terms with the whole problem space

Needs based IA applies equally well to new tech

Yes I know it’s past 5:00pm :-)

IA and UCD at Open Publish 2007 Understanding the user experience Russ Weakley – 11:15 tomorrow (Track A) Information Architecture Ash Donaldson – 12:00 tomorrow (Track A)

Understanding the user experience Russ Weakley – 11:15 tomorrow (Track A)

Information Architecture Ash Donaldson – 12:00 tomorrow (Track A)

Web 2.0 at Open Publish 2007 Enterprise 2.0 in practice Cairo Walker – 11:15 this morning (Track A) Knowledge Management and Web 2.0 Matthew Moore – 10:15 tomorrow (Track A) Web 2.0 the next generation platform Bahram Boutorabi – 10:15 tomorrow (Track B) Marketing and Web 2.0 Cheryl Lead – 15:00 tomorrow (Track A)

Enterprise 2.0 in practice Cairo Walker – 11:15 this morning (Track A)

Knowledge Management and Web 2.0 Matthew Moore – 10:15 tomorrow (Track A)

Web 2.0 the next generation platform Bahram Boutorabi – 10:15 tomorrow (Track B)

Marketing and Web 2.0 Cheryl Lead – 15:00 tomorrow (Track A)

Further reading (1 of 3) Information Architecture for the World Wide Web Louis Rosenfeld & Peter Morville ISBN: 0596000359 The Field Study Handbook Kate Gomoll, Ellen Story Church & Eric Bond (Available from www.uie.com) Observing The User Experience Mike Kuniavsky ISBN: 1558609237

Information Architecture for the World Wide Web Louis Rosenfeld & Peter Morville ISBN: 0596000359

The Field Study Handbook Kate Gomoll, Ellen Story Church & Eric Bond (Available from www.uie.com)

Observing The User Experience Mike Kuniavsky ISBN: 1558609237

Further reading (2 of 3) The User Is Always Right Steve Mulder & Ziv Yaar ISBN: 0321434536 Don’t Make Me Think Steve Krug ISBN: 0789723107 Information Anxiety 2 Richard Saul Wurman, David Sume, Loring Leifer ISBN: 0789724103

The User Is Always Right Steve Mulder & Ziv Yaar ISBN: 0321434536

Don’t Make Me Think Steve Krug ISBN: 0789723107

Information Anxiety 2 Richard Saul Wurman, David Sume, Loring Leifer ISBN: 0789724103

Further reading (3 of 3) Boxes and Arrows www.boxesandarrows.com User Interface Engineering (UIE) www.uie.com Information architecture wiki www.iawiki.net Step Two Designs www.steptwo.com.au/papers/

Boxes and Arrows www.boxesandarrows.com

User Interface Engineering (UIE) www.uie.com

Information architecture wiki www.iawiki.net

Step Two Designs www.steptwo.com.au/papers/

Questions? Your feedback is most welcome Patrick Kennedy [email_address] Blog: www.gurtle.com/ppov/ Website: www.steptwo.com.au

Your feedback is most welcome

Patrick Kennedy [email_address]

Blog: www.gurtle.com/ppov/

Website: www.steptwo.com.au

So why are they so unpopular?