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Making Places with Information Architecture & Content Strategy
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Making Places with Information Architecture & Content Strategy

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Whether we realize it or not, UX is largely the art of tailoring the experiences we design to our content: its semantics, hierarchies, relationships and meaning. Some of the most important work......

Whether we realize it or not, UX is largely the art of tailoring the experiences we design to our content: its semantics, hierarchies, relationships and meaning. Some of the most important work necessary to successful experiences happens before anyone starts to sketch an interface.

This half-day workshop allowed participants to explore perspectives on how IA and Content Strategy provide important context that shapes user-experiences we design and allowed them to learn new tools, techniques, and strategies for designing content-aware interfaces.

More in: Design , Technology , Education
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  • 1. MAKING PLACES! with! Information Architecture ! & Content Strategy ! Presented by
  • 2. AGENDA! 2:00 Introductions & Agenda. 2:15 Placemaking & Sensemaking + Structure & Content. 3:00 Group discussion activity. 3:30 Very short break! 3:40 Places & Stories + Business & Users. 5:00 And we’re done.
  • 3. PLACEMAKING &! SENSEMAKING.! +! STRUCTURE &! CONTENT.!
  • 4. ! ENVIRONMENT! http://commons.wikimedia.org/wiki/File:Derbyshire_Landscape.jpg
  • 5. INFORMATION ! ENVIRONMENT! http://commons.wikimedia.org/wiki/File:Derbyshire_Landscape.jpg
  • 6. INFORMATION! ENVIRONMENT INFORMATION! ENVIRONMENT
  • 7. INFORMATION ENVIRONMENT(S)
  • 8. INFORMATION ENVIRONMENT(S) LANGUAGE
  • 9. Language is ! infrastructure! for sensemaking! & placemaking!
  • 10. Placemaking The process by which undifferentiated “space” is formed into & experienced as “place.” ! Sensemaking The process by which people give meaning to experience. !
  • 11. Structure & Message work together as part of making places & making “sense”. Placemaking aka, Architecture Message Structure aka, Content! Sensemaking
  • 12. AFFORDANCE! The perceived functional properties of objects, places and events in relation to an individual perceiver.! - James J Gibson !
  • 13. AFFORDANCE! The perceived functional properties of objects, places and events in relation to an individual perceiver. ! Physical Semantic
  • 14. AFFORDANCE! The perceived functional properties of objects, places and events in relation to an individual perceiver. ! Physical Physical! + Semantic! Simulated-Physical! + Semantic Mostly Semantic!
  • 15. Information Architecture structures environment.
  • 16. Content fulfills the promise of architecture.
  • 17. Our experience of digital places is embodied. ! Coherence of “place” is crucial. !
  • 18. LABELS! Places, Objects, Events ! CONNECTIONS! Links, Relationships ! RULES! Cause & Effect !
  • 19. RULES AFFECT COHERENCE OF “PLACE” FOR OUR CONTENT! GOOGLE PLUS WEB! Easily post content in the place I’m in. GOOGLE PLUS APP! Confusingly requires re-establishing place for content.
  • 20. RULES AFFECT COHERENCE OF “PLACE” FOR OUR ACTIONS!
  • 21. SYSTEMS OF LANGUAGE
  • 22. DISCUSSION!
  • 23. WHAT IS A RECIPE?!
  • 24. WHAT IS A RECIPE?!
  • 25. WHAT IS A RECIPE?!
  • 26. WHAT IS A RECIPE?!
  • 27. WHAT IS A RECIPE?!
  • 28. WHAT IS A RECIPE?!
  • 29. WHAT IS A RECIPE?!
  • 30. Peel off into groups of 3-5; pick a couple examples. ! ! -  How are structure & content establishing one or more “places”? ! -  What kind of place is being established? ! -  How successfully is that happening?! -  Are there any places in play other than what is on the screen? !
  • 31. 10 MINUTE BREAK! !
  • 32. PLACES &! STORIES.! +! BUSINESS &! USERS.!
  • 33. SENSEMAKING IS STORYMAKING
 WE’RE ALWAYS COMPOSING A NARRATIVE FROM EXPERIENCE! Non-linear action. Linear recollection.
  • 34. PLACES & MEANINGS ARE NESTED WITHIN STORIES
 NARRATIVE IS HOW HUMANS MAKE SENSE OF EVERYTHING! From xkcd - http://xkcd.com/657/large/
  • 35. PLACES ARE NODES THAT STRUCTURE NARRATIVE ! AND NARRATIVE INFORMS EXPERIENCE OF PLACE!
  • 36. ORGANIZATIONS HAVE NARRATIVES TOO ! MANY INDIVIDUAL STORIES FORM A “CORPORATE” STORY ! (The good people of OrgCorp)
  • 37. ORGANIZATIONS ARE PLACES MADE OF INFORMATION
 STRUCTURES THAT INFLUENCE WHAT WILL BE MADE! Early org chart for what became IBM.
  • 38. HOW WE TALK ABOUT THE WORLD
 CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS! These different terms have slightly different connotations. ! Whatever terminology we use in our architectures, it needs to reflect these connotations. ! ! - Jesse James Garrett ! “Brand Driven Information Architecture” ! February 2004!
  • 39. HOW WE TALK ABOUT THE WORLD
 CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS! From Moveo.com From Zeromomentoftruth.com
  • 40. HOW WE TALK ABOUT THE WORLD
 CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS! Documentation Technology Culture & Conversation customer client owner conversion product purchase sale subscription user cart Requirements & Agile “User Stories” Database Entities & Attributes Colloquial terminology Inside the company
  • 41. THE UNDERLYING STORY ISN’T THE SAME AS THE “PROP” OF UI! BUT WE TEND TO CONFLATE THE TWO! Interface! Underlying Story!
  • 42. WE NEED TO UNDERSTAND THE ORGANIZATIONAL STORY
 IT SETS THE BOUNDARIES FOR WHAT SHOULD BE MADE! LABELS! ! CONNECTIONS! ! RULES! ! What things mean to the org. How things relate for the org. The “business rules” ! of cause & effect.
  • 43. ARCHITECTURES OF INFORMATION REQUIRE … ! Ontology! Particular meaning Taxonomy! Arrangement of the parts Choreography! Rules for interaction among the parts.
  • 44. OMNI-CHANNEL ONTOLOGIES
 WHAT IS A PARTICULAR THING ACROSS MANY CONTEXTS? ! The Thing
  • 45. TAXONOMY
 “THE RULES OR CONVENTIONS OF ORDER OR ARRANGEMENT”! Lists! Trees! Hierarchies! Polyhierarchies! Matrices! Facets! System Maps NOT JUST HIERARCHIES
  • 46. SOME TOOLS FOR ! UNDERSTANDING ! THE ORGANIZATIONAL STORY!
  • 47. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF! PERFORMANCE CONTINUUMS ! What is possible for us to build starts with the language that we use to describe intention of what we think is going to be good.
  • 48. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF! MODELING BUSINESS RELATIONSHIPS & SCENARIOS!
  • 49. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF! MAPPING DIGITAL STRATEGY !
  • 50. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF! ABSTRACT MODELING OF FUNCTIONAL NEEDS (WITHOUT IA/UI)! Quality Shopping Accessible Learning Art Max needs to support discerning art supplies Art Max emphasizes learning about art shoppers: ! and how to use materials: ! -  Clear that Art Max knows superior quality/brands ! -  Expert tutorials provided for a basic -  Recommends higher quality, regardless of price! techniques and uses of most common -  Expert reviews + customer reviews heavily materials and tools. ! considered ! Available! Anywhere! All digital information available in wifi-enabled stores, for personal devices & via kiosks; learning multimedia playable on all major platforms; customer profile & tools mobileadaptive. ! Enables easy, rich sharing of content by Art Max’s dedicated, discerning customer following that shares often via sites like, Tumblr, Flickr, and Pinterest. Art max is then better able to become the source of choice for customers’ ambitions and “leveling up” in materials quality.! Art Max provides tools for cultivating preferences in art supplies and tools of the trade, helps customers remember Social context of their prior purchases and makes suggestions based on what similar artists have done. ! Tools & Resources Sharing! Platform Presences!
  • 51. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF! OBJECTIVE/STRATEGY MAPPING!
  • 52. PLACE-MAKING & SENSE-MAKING
 ACCOMMODATE HOW PEOPLE ACTUALLY BEHAVE!
  • 53. THE CUSTOMER “JOURNEY”
 NOT A STRAIGHT LINE – IDIOSYNCRATIC USE OF ENVIRONMENT! “ What we found were 3,000 completely different paths! But when we drilled down, we found certain stops, or “hubs,” in common.! Zero Moment of Truth 2012 ”
  • 54. WHAT IS THE “JOURNEY” TO CAR BUYING? 
 !
  • 55. WHAT IS THE “JOURNEY” TO CAR BUYING? 
 !
  • 56. WHAT IS THE “JOURNEY” TO CAR BUYING? 
 !
  • 57. WHAT IS THE “JOURNEY” TO CAR BUYING? 
 !
  • 58. WHAT IS THE “JOURNEY” TO CAR BUYING? 
 !
  • 59. A HYPOTHETICAL USER’S STORY! PRIMARY SHOPPING SCENARIOS: End of lease, the seven year itch, new family member reaches driving age, new baby, other replacement need (accident) CONTEXTS: Situational: Cost of Ownership, Seating, Cargo Space, Utility, Feature Benefits (e.g. Fuel Economy) Behavioral: Varies based on primary scenarios
  • 60. ELEMENTS OF CONTEXT! Behavior Situation Environment
  • 61. PERSONAL-BEHAVIORAL CONTEXT! DOING environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli Physical Emotional FEELING psychological state, stress level, desires, wants, needs Cognitive LEARNING cognitive assumptions, learning ability, education
  • 62. PERSONAL-SITUATIONAL CONTEXT! Task Task Situation Task Need Need Task Task Need Task Task Task
  • 63. Media and consumer reviews NEED: A vehicle that I won't hate being seen in Competitive Comparison Data Photo gallery Exterior Shots NEED: To spend less than $30,000 Current offers Class leadership claims I need to turn in my lease vehicle Where will a tank of gas get him? NEED: Ability to travel with my kids and all their stuff. Video Content Featuring Configurations Packages and pricepoints Will it Fit? Chart/ Images highlighting everyday cargo loads NEED: Balance of features and fuel economy Available Accessories Safety features Technology Videos Demonstraitons
  • 64. SITUATIONAL-BEHAVIORAL CONTEXT! Task Physical Emotional Task Situation Cognitive Need Task Task Need Task Need Task Task Task CONTEXTUAL CONTENT STRATEGY
  • 65. ENVIRONMENTAL FACTORS! PC/MAC Third Party Set Top Box Tablet Game Console Mobile Connected TV Connected Set Top Box
  • 66. ANOTHER USER’S STORY! SCENARIO: Adult student returning to college CONTEXTS: Situational: Budget, Time With Family, Work Life Balance, Behavioral: Fear/Insecurity, Confusion, Hope/Excitement and many more
  • 67. FORM A HYPOTHESIS! EXPLORE OPTIONS (Browse options and understand qualifications OVERCOME FEAR (Via testimonial, Use Cases, Financial Examples) PLAN AND IMMERSE (Browse an expert, Understand Tools) TAKE ACTION (Apply for pin, Download Forms, Contact Advisor)
  • 68. MODEL AND PLAN!
  • 69. MODEL AND PLAN!
  • 70. MODEL AND PLAN!
  • 71. MODEL AND PLAN!
  • 72. COMPLETE THE MODEL!
  • 73. PLAN FOR A PLACE!
  • 74. QUESTIONS? !
  • 75. THANKS!! http://understandinggroup.com/2013/10/makingplaces/!