Maximum Value
Information Architecture
Big IA is the way you do, not what you do.
Austin Govella
Information Architecture + Usability
Comcast Interactive Media
Philadelphia, PA
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Thinking & Making
http://thinkingandmaking.com/max-value-ia
austin.govella@gmail.com
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

I’m a special, unique little
snowflake…
Just like you.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
Poke on the internet
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
Do laundry
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
Mama and baby
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
Hang out and have fun
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
What’s your next shot?
Good pool players always know where they’re going.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
Who’s the author?
What do they want to happen?
What do they get out of it?
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Introduction
What’s the impact?
Six strategies for creating a larger impact on the
business.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

1. Rich interaction widgets
Tools, not rules.
Give people something useful
they can use in other
situations.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

2. Controlled vocabulary
Mountains from molehills
Change perspective to make things bigger.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

3. A/B testing
(no) w
‘No’ is only part of ‘Now’.
No only starts the conversation. See where the
conversation takes you.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

4. Input matches output
Plant seeds.
Ideas blossom over time.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

5. Dina’s goals
Find great minds.
Think like them.
Talk like them.
Or, figure out why
you don’t.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

6. GIS application
Play new games.
Change the rules. Change the outcomes.
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

7. Campaign sitemap
Ice the cake
Always add one
more layer
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV

Questions?
Comments?
Maximum Value Information Architecture • Austin Govella • austin.govella@gmail.com IA Summit 2007 • March 22-27 • Las Vegas, NV