Transcript of "Information Architecture & Content Strategy"
Information Architecture& Content StrategyNovember 7, 2012Deloitte Digital Andy Fitzgerald
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
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
“Architecture enables environments forinhabitation; information architecture enables environments for understanding.” –Jorge Arango, “Architectures”
Information architecture happens by design or by default.
ContextContent Users Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
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
Information Architecture Taxonomies & ontologies Controlled vocabularies Navigation maps Metadata maps Search functionality speciﬁcations Use cases User ﬂows Strategy reports
Information ArchitectureBuilds bridges between: Users & content Strategy & tactics Platforms & channels Research & practice
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
Content Strategy Content audits & inventories Metadata framework assessments Gap analyses Page tables Content style guides Process workﬂow diagrams
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
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.
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
Proposed UX Process Working deeper in the value stack Focusing more on activities, less on artifacts
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
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