Information Architecture& Content StrategyNovember 7, 2012Deloitte Digital Andy Fitzgerald
Information Architecture &Content Strategy  Context: why now?  Information Architecture & Content Strategy defined  IA & CS...
Context
Übermind
Showtime Anytime          showtime tablet image
Current ProcessSome wins:   Translation, not “porting”   Targeting consistent brand experience, as opposed to   identical ...
Information architecture& content strategy
“Architecture enables environments forinhabitation; information architecture enables      environments for understanding.”...
Information architecture happens     by design or by default.
ContextContent          Users     Adapted from Information Architecture for the World Wide Web,                           ...
Information Architecture  IA is the structural design of information systems,  interactive services, and user experiences....
Information Architecture  Taxonomies & ontologies  Controlled vocabularies  Navigation maps  Metadata maps  Search functio...
Information ArchitectureBuilds bridges between:   Users & content   Strategy & tactics   Platforms & channels   Research &...
Content Strategy  CS is the practice of planning for the creation, delivery,  and governance of useful, usable content.  C...
Content Strategy  Content audits & inventories  Metadata framework assessments  Gap analyses  Page tables  Content style g...
Content StrategyIdentify and plan for content that:   Supports key business objectives   Supports users in completing task...
What vs. How  Together, Information Architecture and Content Strategy  describe “what.”  Once an agreed-upon understanding...
Integration
2011 UX Process
Revised UX Process
Proposed UX Process
Proposed UX Process  Integrates research into   Identifies content &  entire design process      capability gaps early on  ...
Proposed UX Process      Working deeper in the value stack      Focusing more on activities, less on artifacts
Pace Layering
Pace LayeringAs applied to information design:   content & value proposition are “slow-moving” layers   navigation schema,...
Focus on Activities over Artifacts  Cross-disciplinary discovery & ideation  Project-tailored tasks  Heuristics-based anal...
Design activities
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
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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.

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  • But why propose an alternative to UX Architecture as a means to propose a new site? To reiterate, content is ultimately what the price component of a site, from informational pieces to product descriptions. But how we present them is key and your suggestions seem to leave out key areas of research that UX Would do and you don't. I can't help but wonder if there were more synthesis between the two approaches. You, for instance, may not know why people struggle to interact with software, where the pain points are. We do, but we don' always take enough time on content. Descriptive labelling and toneof voice is often as far as it goes.
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  • Hi. Thanks for your thoughtful desk. However, I find myself utterly confused. I work as a Lean UX architect. It's true we don't always consider Content strategy enough in our work and i think we should.
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Information Architecture & Content Strategy

  1. 1. Information Architecture& Content StrategyNovember 7, 2012Deloitte Digital Andy Fitzgerald
  2. 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. 3. Context
  4. 4. Übermind
  5. 5. Showtime Anytime showtime tablet image
  6. 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. 7. Information architecture& content strategy
  8. 8. “Architecture enables environments forinhabitation; information architecture enables environments for understanding.” –Jorge Arango, “Architectures”
  9. 9. Information architecture happens by design or by default.
  10. 10. ContextContent Users Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
  11. 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. 12. Information Architecture Taxonomies & ontologies Controlled vocabularies Navigation maps Metadata maps Search functionality specifications Use cases User flows Strategy reports
  13. 13. Information ArchitectureBuilds bridges between: Users & content Strategy & tactics Platforms & channels Research & practice
  14. 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. 15. Content Strategy Content audits & inventories Metadata framework assessments Gap analyses Page tables Content style guides Process workflow diagrams
  16. 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. 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. 18. Integration
  19. 19. 2011 UX Process
  20. 20. Revised UX Process
  21. 21. Proposed UX Process
  22. 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. 23. Proposed UX Process Working deeper in the value stack Focusing more on activities, less on artifacts
  24. 24. Pace Layering
  25. 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. 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. 27. Design activities
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