Information Architecture in Real Life Part II HiO, November 14 2006

Agenda Navigation and Central Aspects of IA Search and Search Log Analysis The Politics of IA IA 2.0? Wrap-up

Navigation and Central Aspects of IA

Search and Search Log Analysis

The Politics of IA

IA 2.0?

Wrap-up

The Navigation Pyramid – Understanding Central IA Concepts

Navigation as Rhetoric Master thesis in Media and Communication, spring 2005 Starting point Frustrating personal user experiences with governmental web sites Question Is it possible to take control over user experience of public, governmental web sites?

Master thesis in Media and Communication, spring 2005

Starting point

Frustrating personal user experiences with governmental web sites

Question

Is it possible to take control over user experience of public, governmental web sites?

What is Navigation? The users movement in information space, and ways to facilitate such movement Global + functional navigation Local navigation Contextual navigation content Functional navigation

The users movement in information space, and ways to facilitate such movement

The Keyhole Effect Informasjonsrom (dokuvers) Vindauge/ nøkkelhol Information space ” Keyhole"

What is Navigation - Really? Application Process Closing dates Application form .... When is the closing date for applications? User Task Website Page Hypertext link Navigation Mechanism Navigation Scheme Application form http:// www.stanford.edu/~davidd/MastersThesis /

A Model for Rhetorical Navigation People/users/customers should ... be persuaded, understand, act ... get their job done ... be able to navigate Rhetorical navigation Relevant navigation Rudimentary navigation

Rudimentary Navigation – being able to navigate Rhetorical navigation Relevant navigation Rudimentary navigation Goal: People should be able to navigate Tools: Answer the three questions Classical navigation design Global og local navigation Functional navigation Feedback og affordance

Goal:

People should be able to navigate

Tools:

Answer the three questions

Classical navigation design

Global og local navigation

Functional navigation

Feedback og affordance

How do we give overview when navigation is turned upside-down? http://www.digital-web.com/articles/home_alone_content_aggregators/ Google/ Kvasir External links Blogs/ RSS

Checklist and resources for rudimentary navigation Consistent global and local navigation schemes on all pages Indicate breadth, depth and ways forward from frontpage Clearly marked link to frontpage/starting points Indicate position within the information space as needed Functional navigation as needed (Indexes are underrated) Evaluate all navigation elements critically to avoid navigation overload

Consistent global and local navigation schemes on all pages

Indicate breadth, depth and ways forward from frontpage

Clearly marked link to frontpage/starting points

Indicate position within the information space as needed

Functional navigation as needed (Indexes are underrated)

Evaluate all navigation elements critically to avoid navigation overload

Relevant navigation – get the job done Mål: People should be able to solve the tasks they set out to do Tools Contextual navigation Relevant and prioritized links Design for information scent Rhetorical navigation Relevant navigation Rudimentary navigation

Mål:

People should be able to solve the tasks they set out to do

Tools

Contextual navigation

Relevant and prioritized links

Design for information scent

Scenariobased Design 2. What are their goals? 1. Who are the users? 3. How can we help them achieve their goals?

Information Foraging Theoretical framework developed ad Xerox Parc (Pirelli/Card) Compares web users with animals foraging for food (ecological metaphor) The human is an ”informavore” (G. Miller) Information Energy http://www2.parc.com/istl/projects/uir/

Theoretical framework developed ad Xerox Parc (Pirelli/Card)

Compares web users with animals foraging for food (ecological metaphor)

The human is an ”informavore” (G. Miller)

Cost vs benefit Humans (animals) wants to optimalize cost/benefit If cost (use of time, resources and mental capasity) exceeds estimated benefit, we switch patches "Satisfising”- Users invest little mental capasity, ”muddling through” Always-on-broadband increases this pattern (Jakob Nielsen): The easier it is to find good content, the shorter time users will spend in one site/patch Web sites has to support short visits ("be a snack") http://www.useit.com/alertbox/20030630.html

Humans (animals) wants to optimalize cost/benefit

If cost (use of time, resources and mental capasity) exceeds estimated benefit, we switch patches

"Satisfising”- Users invest little mental capasity, ”muddling through”

Always-on-broadband increases this pattern (Jakob Nielsen):

The easier it is to find good content, the shorter time users will spend in one site/patch

Web sites has to support short visits ("be a snack")

Information Scent Textual and visual ”clues” that help us Decide if ”this website looks edible” Find our way to the right information We follow scent as long as it’s strong enough, or try elsewhere: We typically start from a search engine Follow a trail as long as the scent is strong If the scent diminish, we go back to the search result Continue until target is reached or we give up Good information scent when: Content has high quality (relevant, updated, useful) Content is easy to find Links and menus give good (relevant) descriptions of underlying content

Textual and visual ”clues” that help us

Decide if ”this website looks edible”

Find our way to the right information

We follow scent as long as it’s strong enough, or try elsewhere:

We typically start from a search engine

Follow a trail as long as the scent is strong

If the scent diminish, we go back to the search result

Continue until target is reached or we give up

Good information scent when:

Content has high quality (relevant, updated, useful)

Content is easy to find

Links and menus give good (relevant) descriptions of underlying content

Global og lokal navigasjon exempler på global, lokal, feedback

exempler på global, lokal, feedback

Checklist and resources for relevant navigation Design decisions based on personas and scenarios for prioritized target groups? Are these personas and scenarios based on actual knowledge about users? Are links and menues optimalized for information scent?

Design decisions based on personas and scenarios for prioritized target groups?

Are these personas and scenarios based on actual knowledge about users?

Are links and menues optimalized for information scent?

Rhetorical navigaiton – people should understand, act (and be persuaded as needed) Goal: Achieve rhetorical effects: sale, understanding, persuasion, etc. Tools Rudimentary and relevant navigation Argumentation paths Calls to Action Best bets in search resulst Tunnelling, simulation, etc. Follow-up Rhetorical navigation Relevant navigation Rudimentary navigation

Goal:

Achieve rhetorical effects: sale, understanding, persuasion, etc.

Tools

Rudimentary and relevant navigation

Argumentation paths

Calls to Action

Best bets in search resulst

Tunnelling, simulation, etc.

Follow-up

Persuation paths step by step To begin with, we need defined and realistic goals Subscribe to newsletter, download whitepapers Add to shopping basket, go to checkout, pay Call phone number, take printout to shop Based on knowledge about users and the medium, we can device persuation paths through our content We also provede calls to action, which are clearly defined decision point leeding to the desired action Desired actions should be followed up and measured by the conversion rate # of desired actions * 100 trafic [ ]

To begin with, we need defined and realistic goals

Subscribe to newsletter, download whitepapers

Add to shopping basket, go to checkout, pay

Call phone number, take printout to shop

Based on knowledge about users and the medium, we can device persuation paths through our content

We also provede calls to action, which are clearly defined decision point leeding to the desired action

Desired actions should be followed up and measured by the conversion rate

How to build persuasion paths Start with knowledge about business and user goals Build personas and scenarios based on Demographics Psykographics Topographics Build content, design and navigation that supports prioritized scenarios, independent of starting point

Start with knowledge about business and user goals

Build personas and scenarios based on

Demographics

Psykographics

Topographics

Build content, design and navigation that supports prioritized scenarios, independent of starting point

Case: Leo Diamonds www.theleodiamond.com High profiled diamond dealer Only physical shops, no netshop Redesigned by FutureNow in 2004 (Jeffrey and Bryan Eisenberg) Conversion rate for ”Find Dealer" March 2004: 0,86% September 2004: 54,1% An increase of 5.500%

www.theleodiamond.com

High profiled diamond dealer

Only physical shops, no netshop

Redesigned by FutureNow in 2004 (Jeffrey and Bryan Eisenberg)

Conversion rate for ”Find Dealer"

March 2004: 0,86%

September 2004: 54,1%

An increase of 5.500%

Før

Personas David Commonsense Wants to know everything about diamonds before he buys ”the perfect one” to his girlfriend Methodic and logical choice maker Natalie Golddigger Fashion conscious ” Expects the best in life” Goal: "keep up with the Joneses"

David Commonsense

Wants to know everything about diamonds before he buys ”the perfect one” to his girlfriend

Methodic and logical choice maker

Natalie Golddigger

Fashion conscious

” Expects the best in life”

Goal: "keep up with the Joneses"

Calls to Action

Checklist and resources for rhetorical navigation Are business goals in balance with user goals? Are there clearly marked Calls to Action on relevant pages, in accordance with site goals? Are there good and relevant persuasion paths for prioritized personas and scenarios? Do we give best bets for the top 100 search phrases? Are conversion rates tracked and followed up?

Are business goals in balance with user goals?

Are there clearly marked Calls to Action on relevant pages, in accordance with site goals?

Are there good and relevant persuasion paths for prioritized personas and scenarios?

Do we give best bets for the top 100 search phrases?

Are conversion rates tracked and followed up?

Search and Search Log Analysis

Internal vs exsternal search Websearch Site search

Websearch

Site search

Oslo kommune 2004 Search for ”parkområder”

Search for ”parkområder”

Oslo kommune 2006 Search for ”barnehage gamle oslo”

Search for ”barnehage gamle oslo”

Simultaniously on Google Search for ”barnehage gamle oslo”

Search for ”barnehage gamle oslo”

Google performs better than internal search Source: Jupiter Research 2003 Even without backend integration, websearch gives much better hits than internal search on explicitely marketed key phrases.

1. Saumfar søkeloggen Illustrasjon: Gullgruve, gullbarrer, e.l. Search Log Analysis

Search Log Analysis Keywords: sivløkonom; 0; 09/20/04 12:57 PM; XXX.XXX.XXX.2 Keywords: siviløkonom; 75; 09/20/04 12:59 PM; XXX.XXX.XXX.2 Keywords: siviløkonom jobbmuligheter; 101; 09/20/04 1:02 PM; XXX.XXX.XXX.2 Keywords: finn en ansatt; 879; 09/20/04 3:35 PM; XXX.XXX.XXX.59 Keywords: master managment; 323; 09/20/04 3:35 PM; XXX.XXX.XXX.126 Keywords: master +managment; 323; 09/20/04 3:35 PM; XXX.XXX.XXX.126 Keywords: "master of managment"; 3; 09/20/04 3:36 PM; XXX.XXX.XXX.126 Keywords: blackbord; 0; 09/20/04 3:36 PM; XXX.XXX.XXX.36 Keywords: "eksamensoppgaver bedriftsøkonomi"; 0; 09/20/04 3:36 PM; XXX.XXX.XXX.55 Keywords: eksamensoppgaver; 28; 09/20/04 3:36 PM; XXX.XXX.XXX.55 Keywords: krokan; 2; 09/20/04 3:37 PM; XXX.XXX.XXX.55 Keywords: arne krokan; 33; 09/20/04 3:37 PM; XXX.XXX.XXX.55

Search Log Analysis Keywords: sivløkonom; 0; 09/20/04 12:57 PM; XXX.XXX.XXX.2 Keywords: siviløkonom; 75; 09/20/04 12:59 PM; XXX.XXX.XXX.2 Keywords: siviløkonom jobbmuligheter; 101; 09/20/04 1:02 PM; XXX.XXX.XXX.2 Search phrase # of hits Date/time IP adress Session

valuta valutakurser nibor valutakurs inflasjon euro valutakalkulator rente kurs valutta renter kurser NIBOR inflasjonsrapport statsobligasjoner bath pund styringsrente konsumprisindeks dollar kalkulator gull rentemøte inflation Oljepris bnp kpi usd zloty sedler orbof sjef Valutakurser baht valuta kurser tyrkiske lire oljefondet sdr libor inflasjonsmål brasil obligasjoner lån sek statsobligasjon kuna rand Valuta kronekurs valuttakurser pesos egyptiske pund forsinkelsesrente valuta kurs foliorente arbeidsledighet lønnsvekst bulgaria valuta kalkulator boligpriser real kina exchange rate rmb polen BNP prisstigning realrente australske dollar egypt renteutvikling morarente leva olje thailand styringsrenten yen gdp handlingsregelen ansatte eur rubler swift kredittkort sikkerhetselementer thb tyrkia giro deponering kroatia chf Euro dollarkurs aed prisindeks valutareserver petroleumsfondet estland peso VALUTAKURSER

valuta

valutakurser

nibor

valutakurs

inflasjon

euro

valutakalkulator

rente

kurs

valutta

renter

kurser

NIBOR

inflasjonsrapport

statsobligasjoner

bath

pund

styringsrente

konsumprisindeks

dollar

kalkulator

gull

rentemøte

inflation

Oljepris

bnp

kpi

usd

zloty

sedler

orbof

sjef

Valutakurser

baht

valuta kurser

tyrkiske lire

oljefondet

sdr

libor

inflasjonsmål

brasil

obligasjoner

lån

sek

statsobligasjon

kuna

rand

Valuta

kronekurs

valuttakurser

pesos

egyptiske pund

forsinkelsesrente

valuta kurs

foliorente

arbeidsledighet

lønnsvekst

bulgaria

valuta kalkulator

boligpriser

real

kina

exchange rate

rmb

polen

BNP

prisstigning

realrente

australske dollar

egypt

renteutvikling

morarente

leva

olje

thailand

styringsrenten

yen

gdp

handlingsregelen

ansatte

eur

rubler

swift

kredittkort

sikkerhetselementer

thb

tyrkia

giro

deponering

kroatia

chf

Euro

dollarkurs

aed

prisindeks

valutareserver

petroleumsfondet

estland

peso

VALUTAKURSER

valuta valutakurser nibor valutakurs inflasjon euro valutakalkulator rente kurs valutta renter kurser NIBOR inflasjonsrapport statsobligasjoner bath pund styringsrente konsumprisindeks dollar kalkulator gull rentemøte inflation Oljepris bnp kpi usd zloty sedler orbof sjef Valutakurser baht valuta kurser tyrkiske lire oljefondet sdr libor inflasjonsmål brasil obligasjoner lån sek statsobligasjon kuna rand Valuta kronekurs valuttakurser pesos egyptiske pund forsinkelsesrente valuta kurs foliorente arbeidsledighet lønnsvekst bulgaria valuta kalkulator boligpriser real kina exchange rate rmb polen BNP prisstigning realrente australske dollar egypt renteutvikling morarente leva olje thailand styringsrenten yen gdp handlingsregelen ansatte eur rubler swift kredittkort sikkerhetselementer thb tyrkia giro deponering kroatia chf Euro dollarkurs aed prisindeks valutareserver petroleumsfondet estland peso VALUTAKURSER

valuta

valutakurser

nibor

valutakurs

inflasjon

euro

valutakalkulator

rente

kurs

valutta

renter

kurser

NIBOR

inflasjonsrapport

statsobligasjoner

bath

pund

styringsrente

konsumprisindeks

dollar

kalkulator

gull

rentemøte

inflation

Oljepris

bnp

kpi

usd

zloty

sedler

orbof

sjef

Valutakurser

baht

valuta kurser

tyrkiske lire

oljefondet

sdr

libor

inflasjonsmål

brasil

obligasjoner

lån

sek

statsobligasjon

kuna

rand

Valuta

kronekurs

valuttakurser

pesos

egyptiske pund

forsinkelsesrente

valuta kurs

foliorente

arbeidsledighet

lønnsvekst

bulgaria

valuta kalkulator

boligpriser

real

kina

exchange rate

rmb

polen

BNP

prisstigning

realrente

australske dollar

egypt

renteutvikling

morarente

leva

olje

thailand

styringsrenten

yen

gdp

handlingsregelen

ansatte

eur

rubler

swift

kredittkort

sikkerhetselementer

thb

tyrkia

giro

deponering

kroatia

chf

Euro

dollarkurs

aed

prisindeks

valutareserver

petroleumsfondet

estland

peso

VALUTAKURSER

Search Log Analysis Get a hold of the search log, analyze in Excel See what people are looking for! Follow trends Catch synonyms and misspellings Identify no-hits Identify too-many-hits

Get a hold of the search log, analyze in Excel

See what people are looking for!

Follow trends

Catch synonyms and misspellings

Identify no-hits

Identify too-many-hits

Read More Rosenfeld & Wiggins: Search Analytics for your Site www.rosenfeldmedia.com/books/searchanalytics/ Inan: A Guide to Analyzing and Optimizing Website Search Engines www.hurolinan.com/books/SearchAnalytics/ Martin Belam, m.a. case frå BBC www.currybet.net/articles/day_in_the_life www.currybet.net/articles/audiences Mondosoft/Behaviourtracking www.behaviortracking.com deyalexander.com/resources/search-logs.html Www.searchtools.com

Rosenfeld & Wiggins: Search Analytics for your Site

www.rosenfeldmedia.com/books/searchanalytics/

Inan: A Guide to Analyzing and Optimizing Website Search Engines

www.hurolinan.com/books/SearchAnalytics/

Martin Belam, m.a. case frå BBC

www.currybet.net/articles/day_in_the_life

www.currybet.net/articles/audiences

Mondosoft/Behaviourtracking

www.behaviortracking.com

deyalexander.com/resources/search-logs.html

Www.searchtools.com

2. Aktivér anbefalingar! Illustrasjon: Butler 2. Best bets

Best Bets Give Best Bets for top 100, plus synonyms

Give Best Bets for top 100, plus synonyms

Why is this effective? Zipf distribution Read more http://en.wikipedia.org/wiki/Zipf_distribution http://en.wikipedia.org/wiki/Pareto_principle Minst brukte søkeord Mest brukte søkeord ” Sweet spot”

Read more

http://en.wikipedia.org/wiki/Zipf_distribution

http://en.wikipedia.org/wiki/Pareto_principle

UiO Top 100

Read more http://www.iawiki.net/BestBets http://www.onlamp.com/pub/a/onlamp/2003/08/21/better_search_engine.html http://www.infotoday.com/searcher/oct02/wiggins.htm http://www.behaviourtracking.com http://www.searchtools.com/analysis/recommendations.html http://www.internettg.org/newsletter/dec98/banner_blindness.html

http://www.iawiki.net/BestBets

http://www.onlamp.com/pub/a/onlamp/2003/08/21/better_search_engine.html

http://www.infotoday.com/searcher/oct02/wiggins.htm

http://www.behaviourtracking.com

http://www.searchtools.com/analysis/recommendations.html

http://www.internettg.org/newsletter/dec98/banner_blindness.html

The Politics of IA

Information Architecture is a balancing act Business strategy and policies Organizational resources Technological limitations Time, budget, resources

Business strategy and policies

Organizational resources

Technological limitations

Time, budget, resources

Case: Vinmonopolet

Food and wine?

Short Recap

To Wrap It Up IA is a balancing act between Content Users Business Technology Other competences

IA is a balancing act between

Content

Users

Business

Technology

Other competences

But wait...

But wait... What about Web 2.0? http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html

What about Web 2.0?

Core + Paths Photo Article Theme page ” Flow” Etc. Core Internal search External search Facets Site navigation Frontpage Inward paths Outward paths Calls to Action Tunnelled and other flows RSS subscriptions Email subscriptions Others?

IA 2.0 Adaptive Design for abstract structures and information spaces Design for findability in all forms Remixable content chunks (from sites to flows) Combine structured and unstructured metadata But don’t forget about web1.0 just yet... http://dev.uxmatters.com/MT/archives/000020.php

Adaptive Design for abstract structures and information spaces

Design for findability in all forms

Remixable content chunks (from sites to flows)

Combine structured and unstructured metadata

But don’t forget about web1.0 just yet...

A case – how should DinSide be redesigned?

Find Out More

Upcoming Events Check out uxnet.no for Norwegian events UXnet-meetup first Wednesday each month Register at ia.meetup.com/7 today!

Check out uxnet.no for Norwegian events

UXnet-meetup first Wednesday each month

More Resources iainstitute.org iawiki.net boxesandarrows.com

iainstitute.org

iawiki.net

boxesandarrows.com

Contact me! Are Halland [email_address] brukaropplevingar.com (personal blog) www.iallenkelhet.no (company blog)

Are Halland

[email_address]

brukaropplevingar.com (personal blog)

www.iallenkelhet.no (company blog)