Designing/Architecting Information With People in Mind


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Information architecture is a truly transdisciplinary discipline. Drawing on a wide set of roots, it is considered an essential subdiscipline of various "umbrella terms", including user experience design, enterprise architecture, data visualization and business intelligence, among others. The mission of practitioners today is as varied as the use and form of information itself, constantly flowing around us and crossing media, channels, formats and conversations. The scope of their work ranges from web sites and tools to complex services, and from digital information systems to entire enterprise ecosystems.

My talk will be about dealing with this complexity by applying a strong human-centric perspective, starting at people's experience, and designing information around actual needs and desires. Understanding and mapping the human context of information use is the essential skill of Information Architects - it lays the basis for envisioning architectures that work at different scales, and enables us to translate them into perceivable and usable structures.

L'architecture de l'information est vraiment transdiciplinaire. Puisant dans une large panoplie de traditions, elle est considérée comme une sous-discipline d'activités variées, incluant le design de l'expérience utilisateur, l'architecture d'entreprises, la visualisation de données, l'intelligence économique parmi bien d'autres. La mission des professionnels aujourd'hui est aussi variée que l'usage et la forme de l'information elle-même, coulant autour de nous et dans les médias, au travers des canaux, des formats et des conversations. L'éventail de leur travail va des sites web et des outils jusqu'à des services complexes, et des systèmes d'informations numériques jusqu'à l'écosystème complet des entreprises.

La présentation traitera de cette complexité par une perspective résolument centrée sur l'humain, partant de l'expérience des gens et concevant les systèmes d'information à partir des besoins et désirs réels. Comprendre et cartographier le contexte humain de l'information est la compétence première des architectes de l'information, cela forme les bases d'une architecture qui fonctionne à des échelles différentes et nous permet de la traduire dans des structures perceptibles et utilisables.

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Designing/Architecting Information With People in Mind

  1. 1. ------------------------------- ------------------------------architecting 2012-11-19and designing ------------------------------ Colloque architectureinformation de l’informationwith people -------------------------------in mind Entretiens Jacques Cartier 2012 Lyon ------------------------------- Milan Guenther Partner, eda.c@eda_ _c
  2. 2. ------------------------------- ---------------------------------------------------------------------------------------your presenter Milan Guenther Currently – Partner with eda.c – enterprise design associates. consultancy – – a Strategic Design consultancy with locations in Düsseldorf and Paris – Consultant at the Digital Workplace Group, London – Just published INTERSECTION, a book on those subjects Previously – Many projects as contract UX Designer – Launched a social software company in 2001 Background – Since 11 years working as designer and consultant – Designer by trade: graduated in Communication Design – Business & IT connection: MBA focused on Information Systems Speaker at events on User Experience, Brand Identity, Enterprise Architecture, Business Process Management, the Digital Workplace Blogging infrequently at Tweeting occasionally at @eda__c Slides on Book at
  3. 3. mental friendly driving behaviour, but also co for volkswagen bluetrack is a mobile platform where volkswagen municate green technologies and strenghen------------------------------- --------------------------------------------------------------------------------------- wolfsburg drivers analyse their driving data. hints on energy tortor, pellentesque ac, scelerisque quis, iaculis Sed arcu brand image of a sustainable company.about eda.c sed, purus. Nunc imperdiet. In posuere gravida elit. Sed saving and good driving styles help them to im- We are a Strategic Design Consultancy. dennis middeke sed nulla. Nullam id massa in metus luctus posuere. Class prove their fuel economy. exchange of information sociosqu ad litora torquent per conubia nos- aptent taciti and group challenges with other members of the inceptos hymenaeos. Vestibulum ante ipsum pri- tra, per mis in faucibus orci luctus et ultrices posuere cubilia Cu- 2009 bluetrack community give an additional incentive to improve individual driving behaviour. We are working at the intersection of organisational identity, architecture and experience. We combine a design-led approach with a business mindset and technical expertise to create and smartphone used retain enterprise-people relationships for our clients. monitor in the cab scenario 1 Area benchmarked --------------------------- Define the start time of the Strategy & voyage Governance Nunc est esta Usability IBF Metrics & 1. Volorios magnit dolupta iumquam volupta teculla borenis sitat. Ro voleseribus, om- Benchmarking Performance nienis volo ex excepelitia cum aut eumque eumTur? Model 2. Ratem nobitas quos eatem nos im ip- sumquo et acearchit ut faceruptat prate voloraessit, ulpa 3. volorer oviducipsa volorem eribus deseque voluptate nat lia porpore pudandusae nullis evelibus rem quissus elentiustias sectatur? Communication & Collaboration analysis display © 2010 eda.c. all rights reserved
  4. 4. -------------------------------01strategicinformationarchitecture-------------------------------02the enterpriseidea-------------------------------03designing withpeople in mind-------------------------------04enterprisedesign
  5. 5. -------------------------------01strategicinformationarchitecture
  6. 6. --------------------------------------------------------------------------------------------------------------informationarchitect?
  7. 7. ------------------------------- ----------------------------------------------------------------------------------------what we found Web & Interfaceinformationarchitects do Labels, navigation, search, templates(among otherthings) Data Management Data models, databases, processing Performance Management Data warehouses, cubes, reporting Library Management Classification, categories, retrieval Data Visualization Maps, charts, plots, algorithms Traditional design fields Signage, editorial design, floor plans...
  8. 8. --------------------------------------------------------------------------------------------------------------------------
  9. 9. ------------------------------- ----------------------------------------------------------------------------------------...that it isconsidered animportant sub-discipline... ux ea im ia User Experience Findable, adaptive to user and context Enterprise Architecture Available, relevant to the business Information Management Consistent, accurate and actionable
  10. 10. ------------------------------- ----------------------------------------------------------------------------------------...and that New user behaviourspractitionershave to live Social-connected, mobile, always-on...with rapidchange New scope of work Cross-channel, business models... New technologies Big data, cloud, apps, new algorithms... New target groups Customers, managers, employees... New friends Service Design, Content Strategy... ia
  11. 11. ------------------------------- ----------------------------------------------------------------------------------------the value of The value in Information Architecture’sinformationarchitecture structuring information in an enterprise is not in attaining some abstract goal of imposing order on disarray, but in enabling the right information in the appropriate context to the stakeholders who need it. Gene Leganza, Forrester Research
  12. 12. -------------------------------02the enterpriseidea
  13. 13. --------------------------------------------------------------------------------------------------------------en·ter·priseFrom Old French via Middle English and Middle French,feminine past participle of entreprendre (“to undertake”)entre (“in between”) + prendre (“to take”)A company, business, organization, or otherpurposeful endeavor.An undertaking or project, especially a daringand courageous one.A willingness to undertake new or risky projects;energy and initiative.
  14. 14. ------------------------------- ----------------------------------------------------------------------------------------enterprise Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  15. 15. ------------------------------- ----------------------------------------------------------------------------------------structures Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  16. 16. ------------------------------- ----------------------------------------------------------------------------------------experiences Investors Enterprise Organisation Suppliers Sales Customers Channels Partners
  17. 17. ------------------------------- ----------------------------------------------------------------------------------------the real scopeof informationarchitecture
  18. 18. -------------------------------03designing withpeople in mind
  19. 19. ------------------------------- ----------------------------------------------------------------------------------------designing forexperience Courtesy Filippo Salamone
  20. 20. ------------------------------- ----------------------------------------------------------------------------------------designing for Choosing a role to play in people’sexperience lives, designing for human reality and making an impression: Brand identity, culture and behaviour Perception, image and emotion Empathy with people addressed Integration into everyday live A strong vision of the potential outcome
  21. 21. ------------------------------- ----------------------------------------------------------------------------------------designing foruse Courtesy Jörg Dickmann
  22. 22. ------------------------------- ----------------------------------------------------------------------------------------designing for Considering the individual context ofuse your design challenge, designing for creating real value for people: Making sense with meaningful content Supporting communication and dialogues Findability through information structures Enabling decision-making with data Considering interactions and behaviors
  23. 23. ------------------------------- ----------------------------------------------------------------------------------------designing withsystems Courtesy Stadt Düsseldorf
  24. 24. ------------------------------- ----------------------------------------------------------------------------------------designing with Considering the larger environment assystems the context of your design challenge and subject to transformation: Market, ecosystem and business models Stakeholders, actors and users Channels, touchpoints and journeys Operations, processes and capabilities Services, systems and resources
  25. 25. ------------------------------- ------------------------------------------------------designing with -----------------------models Courtesy FOGA / Ethan K. / Penke Immobilien / Hoffman Engineering
  26. 26. ------------------------------- ----------------------------------------------------------------------------------------designing with Adapting your toolkit and approachmodels to every individual design challenge, modeling and reshaping reality: Access: classification, structures, behavior Use: capabilities, decisions, interactions Value: processes, journeys, goals Perception: representation, interpretation Exchange: communication, dialogues
  27. 27. ------------------------------- ----------------------------------------------------------------------------------------an evolved Evidemment l’architecte derole forinformation l’information va définir le sens dearchitecture chaque élément d’un site web.practice Mais ça tombe plutôt bien, puisque la question du sens, c’est le coeur même de l’architecture d’information... Sylvie Daumal
  28. 28. -------------------------------04enterprisedesign
  29. 29. FraMework overview FOCUS decisions------------------------------- ---------------------------------------------------------------------the enterprise visionary strategic big picturedesign frame-work identity arcHitecture experience anatoMy actors toucHpoints services content FraMes conceptual tactical business people Function structure design space coMMunication inForMation interaction operation organization tecHnology rendering signs tHings places applied operational
  30. 30. -------------------------------
  31. 31. ------------------------------------------------------eda.centerprise designassociates. consultancymilan guentherpartner+49 211 24 860 credits:Gehry Buildings / Stadt Düsseldorf, FilippoSalamone, Jörg Dickmann, FOGA, Ethan K.,Penke Immobilien, Hoffman EngineeringCube, Tie, Glasses / The Noun Project,Jessie Tseng from The Noun Project