Information Architecture & Content Strategy

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In internal presentation on Information Architecture and Content Strategy. Given at Deloitte Digital's Seattle Übermind Studio, November 11th, 2012.

In internal presentation on Information Architecture and Content Strategy. Given at Deloitte Digital's Seattle Übermind Studio, November 11th, 2012.

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  • 1. Information Architecture& Content StrategyNovember 7, 2012Deloitte Digital Andy Fitzgerald
  • 2. Information Architecture &Content Strategy Context: why now? Information Architecture & Content Strategy defined IA & CS integration with current processes IA & CS in action What next: participating, getting involved & learning more
  • 3. Context
  • 4. Übermind
  • 5. Showtime Anytime showtime tablet image
  • 6. Current ProcessSome wins: Translation, not “porting” Targeting consistent brand experience, as opposed to identical visual/interaction experienceRemaining challenges: Work is informed by technology-specific organization Adaptation work must be repeated for each new platform Each design is ultimately not forward compatible
  • 7. Information architecture& content strategy
  • 8. “Architecture enables environments forinhabitation; information architecture enables environments for understanding.” –Jorge Arango, “Architectures”
  • 9. Information architecture happens by design or by default.
  • 10. ContextContent Users Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
  • 11. Information Architecture IA is the structural design of information systems, interactive services, and user experiences. IA accounts for the organization, search, and navigation systems that help people to complete tasks, find what they need, and understand what they’ve found. Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
  • 12. Information Architecture Taxonomies & ontologies Controlled vocabularies Navigation maps Metadata maps Search functionality specifications Use cases User flows Strategy reports
  • 13. Information ArchitectureBuilds bridges between: Users & content Strategy & tactics Platforms & channels Research & practice
  • 14. Content Strategy CS is the practice of planning for the creation, delivery, and governance of useful, usable content. CS tasks create a quantitative and qualitative assessment of site or application content in order to identify surplus and gaps and to plan for the site or application’s future needs. Adapted from Content Strategy for the Web, by Kristina Halvorson
  • 15. Content Strategy Content audits & inventories Metadata framework assessments Gap analyses Page tables Content style guides Process workflow diagrams
  • 16. Content StrategyIdentify and plan for content that: Supports key business objectives Supports users in completing tasks Supports consistent brand messaging Supports consistent user experience across multiple contexts & devices
  • 17. What vs. How Together, Information Architecture and Content Strategy describe “what.” Once an agreed-upon understanding of “what” is established, subsequent design phases (interaction design, visual design) can move on to “how” with a clear sense of the goals and priorities of the underlying value proposition.
  • 18. Integration
  • 19. 2011 UX Process
  • 20. Revised UX Process
  • 21. Proposed UX Process
  • 22. Proposed UX Process Integrates research into Identifies content & entire design process capability gaps early on Clarifies project goals Simplifies interaction Creates a scalable IA design decisions foundation Creates accountability
  • 23. Proposed UX Process Working deeper in the value stack Focusing more on activities, less on artifacts
  • 24. Pace Layering
  • 25. Pace LayeringAs applied to information design: content & value proposition are “slow-moving” layers navigation schema, interaction models & device deployment are “fast-moving” layersUnderstanding the role of each layer allows us to: purposefully adjust individual components pivot instead of react when confronted with new contexts, constraints & opportunities
  • 26. Focus on Activities over Artifacts Cross-disciplinary discovery & ideation Project-tailored tasks Heuristics-based analysis Emphasis on problem solving Deliverables as the result of activities
  • 27. Design activities
  • 28. Content Audit Page 1 Simpson Center for the Humanities Content Audit Page 2 Simpson Center for the Humanities Content Audit Page 2 Simpson Center for the Humanities Content Audit KEY Page 2 Simpson Center for the Humanities Content Audit Simpson Center for the Humanities: Content Audit Top-level, section top page Page 2 Simpson Center for the Humanities Content Audit Link Value to Value to Needed ID # ID Name Description File Type (format) Content Type Topic User group ROT? Responsible Traffic? Comments (URL)/Location Major sub-section Page Stack Page 2 users Center Revisions Simpson Center for the Humanities Content Audit Assess & Inventory > Track Development > Map to Information Architecture Link Value to Value to Needed 1.8.1 ID #Fact sheet ID Name description ofDescription http://depts.washi PDF SCH acknowledgments (URL)/Location File Type (format) Content Type Topic User group ROT? KW? Responsible Traffic?of date? If the donation page is useful, Comments blue font headers = metadata fixed descriptive About the Center updated 02/08 Page 2 users Center Revisions MB? Out activites, fiscal ngton.edu/uwch/ Link content from a fiscal Value to Value to Needed this document might want toSimpson Center for the Humanities Content Audit be more current. 1.8.1 ID #Fact sheet ID Name>description ofDescription http://depts.washi PDF assess & inventory SCH docs/fact_sheet. File Type (format) fixed descriptive Type Content About the CenterTopic User group Development > Track 02/08 updated ROT? KW? Responsible Traffic?of date? If the donation page is useful, Comments composition (URL)/Location POV Page 2 users Center Revisions MB? Out activites, fiscal Link pdf ngton.edu/uwch/ Link content from a fiscal Needed to Value Value to Needed this document might want toSimpson Center for the Humanities Content Audit be more current. 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  • 29. Content Audit Page 1 Simpson Center for the Humanities Content Audit KEY Simpson Center for the Humanities: Content Audit Top-level, section top page Major sub-section Page Stack Assess & Inventory > Track Development > Map to Information Architecture acknowledgments blue font headers = metadata assess & inventory > > Track Development Link Value to Value to Needed ID # ID Name Description File Type (format) Content Type Topic User group ROT? Responsible Traffic? Comments (URL)/Location users Center Revisions0.0 SCH Home Page Dynamic content of http://depts.washi text, mixed media. Annoucements Current center all no high upcoming events, ngton.edu/uwch/i and community announcements, media. ndex.php humanities events0.1 Join Mailing List Mailing list subscriptionhttp://depts.washi pop-up web form web form in footer, site-wide form ngton.edu/uwch/i ndex.php#0.2 Site Map Reflects top level nav http://depts.washi text fixed descriptive links to site Out of date. in footer, site-wide ngton.edu/uwch/s content pages ite_map.htm1.0 About the Center http://depts.washi text fixed descriptive Abou the center-- all no medium high? Page is a "landing page" and a second level1.1 Center/Overview description/overview ngton.edu/uwch/ content its staff and menu item. This is an example of much of about_overview.h founding the confusion that surrounds site hierarchy. tm1.2.0 News Center Announcements http://depts.washi text--fed from Moveable Type Announcements Humanities and all Archive ngton.edu/uwch/ feed Simpson Center news/1.2.1-45 News Items Center Announcements http://depts.washi text, managed in Moveable News/Announcem Humanities all possibly. What MT archive of Simpson Center news. Dates ngton.edu/uwch/ Type ents events--through value does are used to order new on the front page, so news/2008/porou the SCH and in this serve as these tend to be a bit blurred. Spans 10/08 to s_sovereignty_w the community an archive? present. alled_demo.shtm l1.3.0 Contact Us Center Contact Info http://depts.washi text, mail submission form contact information getting in touch all no ngton.edu/uwch/ with the center, about_contact.ht with admin. m1.3.1 KW Bio Center-related bio of KW http://depts.washi text bio info about KW also linked to from "about the center" ngton.edu/uwch/1.3.2 MB Bio Center-related bio of MB http://depts.washi text bio info about MB also linked to from "about the center" ngton.edu/uwch/1.4 Directions Directions to SC http://depts.washi text, image fixed descriptive location of center all ngton.edu/uwch/ content about_map.htm1.5.0 Executive Board Current executive board http://depts.washi text, images fixed descriptive of SCH ngton.edu/uwch/ content about_executive. htm1.5.1 Exec Board Archive Past exec board http://depts.washi text fixed descriptive Covers 2001 to previous year. ngton.edu/uwch/ content about_executive _archives.htm1.6 Openings job openings @SCH http://depts.washi text trivial? Is this a ngton.edu/uwch/ significant about_openings. source of SCH htm1.7.0 Facilities description of SCH class http://depts.washi text, images fixed descriptive about the & meeting rooms ngton.edu/uwch/ content physical spaces about_facilities.ht @ the SCH m1.7.1 Facilities Request Facilities Request Form https://catalysttoo Catalyst WebQ form web form ls.washington.ed u/webq/survey/u wch/495131.8.0 Support the Center Donation page http://depts.washi text fixed descriptive Supporting SCH Outdated References the Gregory talk (2006) as an ngton.edu/uwch/s content upcoming event. upport.htm Captures existing content Documents content gaps relative to business goals Identifies existing metadata assets Documents existing structure Identifies content bloat
  • 30. User Research
  • 31. User Research
  • 32. Personas “I require expert analysis and up-to-the-minute statistics to continue my fantasy league winning streak.” Personal Background Kim is an HR Director from Columbus, Ohio. She is a third-generation Ohio State Buckeye whose love for sports began in childhood. Kim was the second of four children and her parents’ only daughter. Her father was a high school football coach who passed along his passion for sports to his children. Sports was the de facto topic of discussion in the household and on any given day, a ballgame could be heard over the radio or on TV. Kim is married and has two children. Goals Kim loves sports, especially fantasy football and baseball, and has been Kim participating in fantasy leagues for more than fifteen years. She feels that her participation in fantasy sports adds to her enjoyment of the game by providing an outlet for her competitiveness and by the intellectual challenge of constructing Age: 46 winning strategies. Kim requires expert analysis and opinion, in addition to Profession: HR Director statistical information, for individual players. She believes that the difference Location: Columbus, OH between first and second place is often determined by minute details and access to the “inside scoop” in a timely manner, including things like trade and draft rumors, injury reports, and off-the-field distractions. Kim’s fantasy players are distributed across a wide range of teams and she needs to know how each is doing at any point in time to understand her fantasy standings. Kim relies on a variety of sources to meet her statistical and expert analysis demands, ranging from well respected sports publications to individual experts. Her recent discovery of Twitter has made her information collection much easier than before. Technology Profile Kim’s level of technical proficiency is relatively low. Most of the time she uses her
  • 33. Personas Taxonomies“I require expert analysis and up-to-the-minute statistics Sports typeto continue my fantasy league winning streak.” Player affiliation & movementPersonal Background LocationKim is an HR Director from Columbus, Ohio. She is a third-generation Ohio StateBuckeye whose love for sports began in childhood. Kim was the second of four Expert commentarychildren and her parents’ only daughter. Her father was a high school footballcoach who passed along his passion for sports to his children. Sports was the defacto topic of discussion in the household and on any given day, a ballgame couldbe heard over the radio or on TV. Kim is married and has two children. Content TypesGoalsKim loves sports, especially fantasy football and baseball, and has beenparticipating in fantasy leagues for more than fifteen years. She feels that her Score reportparticipation in fantasy sports adds to her enjoyment of the game by providing anoutlet for her competitiveness and by the intellectual challenge of constructing Player statswinning strategies. Kim requires expert analysis and opinion, in addition tostatistical information, for individual players. She believes that the difference Play-by-playbetween first and second place is often determined by minute details and accessto the “inside scoop” in a timely manner, including things like trade and draftrumors, injury reports, and off-the-field distractions. Kim’s fantasy players aredistributed across a wide range of teams and she needs to know how each isdoing at any point in time to understand her fantasy standings. Kim relies on a Functionalityvariety of sources to meet her statistical and expert analysis demands, rangingfrom well respected sports publications to individual experts. Her recent discovery Get team updatesof Twitter has made her information collection much easier than before.Technology Profile Follow particular playersKim’s level of technical proficiency is relatively low. Most of the time she uses her
  • 34. Scenarios After completing her morning routine, Kim goes downstairs to make Saturday morning breakfast. Kim and her husband Frank spend some time going over their to do for the day while eating. When it comes to sports, Kim still does the majority of her research on her company PC, going through all her bookmarked sites. About a month ago her oldest son mentioned there was a new Fox Sports app for her phone that would allow her to check scores, stats, and team information while on-the-go. Once Kim downloaded the app, she quickly followed the steps to personalize it for her favorite teams. She’s still getting comfortable using her new mobile smartphone, but the convenience is quickly winning her over and she spends less time on her desktop. While cleaning the house, Kim’s Android phone sends her an alert that the Indiana football game has ended. She drops the vacuum to check the score. it was a close game, so she taps down deeper into the game summary and stats. After spending five to ten minutes reviewing this info she calls her son Brian to talk about the game. 15 minutes later her phone sends her another alert: The Ohio State game is on in five minutes. She says goodbye to her son and turns on the game. During the game she turns on her computer to second-guess her fantasy roster for her must-win game tomorrow. Because the game is a blow out she dives deeper into stats, expert analysis, and the injury reports. She looks for any little piece of information that will get her the win.
  • 35. Scenarios Taxonomies Sports typeAfter completing her morning routine, Kim goes downstairs to make Saturdaymorning breakfast. Kim and her husband Frank spend some time going over their Player affiliation & movementto do for the day while eating.When it comes to sports, Kim still does the majority of her research on her Locationcompany PC, going through all her bookmarked sites. About a month ago heroldest son mentioned there was a new Fox Sports app for her phone that would Expert commentaryallow her to check scores, stats, and team information while on-the-go. Once Kimdownloaded the app, she quickly followed the steps to personalize it for herfavorite teams. She’s still getting comfortable using her new mobile smartphone,but the convenience is quickly winning her over and she spends less time on herdesktop. Content TypesWhile cleaning the house, Kim’s Android phone sends her an alert that theIndiana football game has ended. She drops the vacuum to check the score. it Score reportwas a close game, so she taps down deeper into the game summary and stats.After spending five to ten minutes reviewing this info she calls her son Brian to Player statstalk about the game. 15 minutes later her phone sends her another alert: TheOhio State game is on in five minutes. She says goodbye to her son and turns on Play-by-playthe game.During the game she turns on her computer to second-guess her fantasy rosterfor her must-win game tomorrow. Because the game is a blow out she divesdeeper into stats, expert analysis, and the injury reports. She looks for any little Functionalitypiece of information that will get her the win. Get team updates Follow particular players
  • 36. Card Sorting & Affinity Diagramming
  • 37. Card Sorting & Affinity Diagramming
  • 38. Taxonomy Prepared for: Showtime Anytime, AndroidShowtime Anytime | Taxonomy Prepared by: Andy Fitzgerald, Sr. UX Designer October 15, 2012Terms Equivalent Terms Related Terms Use For Scope NotesLevel 1 Level 2 Level 3 Level 4 Level 5 use commas to separate terms use commas to separate terms use commas to separate termsSeries Landing Shows, programs episode, season Primary IP asset. SNI invested in promoting these above other conte Series Name Seasons Year, number Year Episodes show show Series occupy more than one category, theyMovies Simpson Center for the Humanities | Sitelike series, can occur in related coll Movies, Map Movie Asset film, cinema Programs Action action movie movie A 0.0 Drama Simpson Center Reality Home Classics Global Navigation Documentaries B 2.0 Family Programs Horror/Sci-Fi Romance Adult After hoursSporting Events C 2.1 C 2.2 C 2.3 C 2.4 Initiatives Katz Lecture page includes links to keyword Boxing [include past Lecture Series filtered media archives—i.e. a video & audio Curriculum Fellows initiatives here] listing that shows only Katz media. Baseball Nascar D 2.1.1-x D 2.2.1 E 2.2.1 D 2.3.1 D 2.3.1.1-x D 2.4.1 D 2.4.1.1-x Katz Lecture Katz Lecture Certificate in CPS Program Society of Scholars Archived SOS Page Article Instances [current] Instances [current] Archive [filtered] Public Scholarship Pages D 2.2.2 E 2.2.2 D 2.3.2 D 2.3.2.1-x D 2.4.2 D 2.4.2.1-x Initiatives include detailed articles on Courses Archive Digital Humanities New Books in Print New Books in Print Center Courses Archived DHC [static pages by Commons Digital Humanities, [current] Archive [filtered] [current] Page Instances year] [current] Public Humanities Scholarship, Crossdisciplinary D 2.4.3 D 2.4.3.1-x Research, and E 2.2.3 D 2.2.3.1-x D 2.3.3 Digital Research Graduate (Other) Certificate Archived DRSI Lecture Series Archive Page Summer Institute Curriculum. These Programs Page Instances Archive Instances [current] can become left menu [curated list] links. No need for a full-function archive As with initiatives, page here: links to Archives Site archives will be of either a static on-page type (e.g. under “Fellows” links to static pages of articles on past past fellows cohorts initiatives can be pages) or dynamic, filterable, and sortable, as here under “Lecture Series.” Each subdivision of “Lecture Series” will link directly to a sub-type specific can be listed on these listed on this page. respective pages. “view” of the “all page instances” archive. The “Lecture Series” archive, then, is essentially one page with selectable views for each lecture series type; clicking on the archive link from a specific lecture series page pre- selects that series’s view. Other views — and the “Lecture Series Archive” view — view will remain available on all versions of the archive page. A 0 A 0 A 0 Legend Horizontal External Page Stack Pop-Up Database Page Link Link Page UW Simpson Center for the Humanities Website Redesign Andy Fitzgerald | last modified: Thursday, May 12, 2011
  • 39. Taxonomy Prepared for: Showtime Anytime, AndroidShowtime Anytime | Taxonomy Prepared by: Andy Fitzgerald, Sr. UX Designer October 15, 2012Terms Equivalent Terms Related Terms Use For Scope NotesLevel 1 Level 2 Level 3 Level 4 Level 5 use commas to separate terms use commas to separate terms use commas to separate termsSeries Landing Shows, programs episode, season Primary IP asset. SNI invested in promoting these above other content types Series Name Seasons Year, number Year Episodes show show Series occupy more than one category, theyMovies Movies, like series, can occur in related coll Movie Asset film, cinema Action action movie movie Drama Reality Classics Documentaries Family Horror/Sci-Fi Romance Adult After hoursSporting Events Boxing Baseball Nascar Taxonomies are knowledge organization systems They can be hierarchical, polyhierarchical, faceted, or semantic (usually called an ontology) Page 1 of 1 Captures the relationship of content independent of implementation
  • 40. Testing & Validation
  • 41. Wireframing
  • 42. ProcessContent Strategy and Information Architecture produce thebest results when practitioners: talk to users talk to clients talk to team membersEffective information design happens collaboratively
  • 43. What now?
  • 44. BaselineAudit & Advise• Client has existing content-based taxonomy• Client has well structured and effective existing metadata assets• Client has performed recent user researchInformation Architect 1-2 weeks for content & metadata audit Collaboration with: 1-2 weeks for taxonomy audit & use case construction Development Team Stakeholders 1 week for navigation & basic information hierarchies
  • 45. TranslationResearch & Refactor• Client has existing website or online presence• Back end and support systems function in their current state but will need to grow• Client has limited data about users and use habitsInformation Architect 2-3 weeks for content & metadata audit Collaboration with: 1-2 weeks for research development & analysis Development Team User Researcher 2-3 weeks for taxonomy & use case construction External Participants Stakeholders 1 week for navigation & basic information hierarchies
  • 46. Ground upFull information design• Client is building a new information system or service• Data and metadata structures of back end and support systems need to be designed• Project requires a full compliment of user research and analysisInformation Architect 3-4 weeks for content audit & comparative analysis Collaboration with: 2-3 weeks for research development & analysis Development Team User Researcher 2-3 weeks for taxonomy & use case construction External Participants Stakeholders 2-3 week for navigation & basic information hierarchies
  • 47. Integrating IA & CSYou can support effective IA and CS work in projects you’reinvolved with by: actively participating in research & discovery phases offering discipline-specific insight supporting validation & correction efforts creating opportunities for iteration
  • 48. IA Workshops Content Audits & Inventories Novemeber 16 Competitive Analysis Novemeber 30 User Flows December 7 Taxonomy & Navigation December 14
  • 49. Überwiki Resources
  • 50. IA & CS Resources Information Architecture for the World Wide Web, Louis Rosenfeld & Peter Morville Information Architecture: Blueprints for the Web, Christina Wodtke & Austin Govella Content Strategy for the Web, Kristina Halvorson Content Strategy for Mobile, Karen McGrane
  • 51. Thank you.Deloitte Digital Andy Fitzgerald