How to use IA thinking
to make the world a better place

Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
15 ...
Exploring and expanding the ontologies of
information architecture

Observations
Stories
Lessons
Eric Reiss
@elreiss
World...
How to use IA thinking
to make the world a better place

Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
15 ...
From creativity to libamájblokk
How we can learn to think even better!

Observations
Stories
Lessons
Eric Reiss
@elreiss
W...
Let’s start with a
few questions
Which seem more alike?
a. a sphere and a circle
b. a sphere and a cube
Which item seems least relevant?
a. cassette tape
b. mirror
c. music CD
d. LP record
Which item seems least relevant?
a. cassette tape
b. mirror
c. music CD
d. tin-can lid
Which item seems least relevant?
a. cassette tape
b. mirror
c. car hubcap
d. tin-can lid
Which seem more alike?
a. a cube and a square
b. a cube and a sphere
a. a sphere and a circle
b. a sphere and a cube
Source: http://www.asis.org/Bulletin/Feb-08/FebMar08_IA_Reiss.html
Choice

Creativity

Context

Conversion
Source: Standard screen patterns by Theresa Neil
Creativity is when you go beyond
learned behaviours to discover
generic properties and patterns
Creativity is not about what you think.
It’s about how you think.
Dare to wonder!
Choice

Creativity
+
vs.

vs.
Three different scenarios
Buy camera and case at same time
Expectation that some high-end cases would be sold

Case bought...
+

3

8

5

6

5

3

13

5
Choice can be manipulated.
We have an ethical responsibility.
Choice

Creativity

Context
+

+
Context is also about
creating understanding
Context is where we create value
Choice

Creativity

Context

Conversion
Buzzword du jour
“We have over 100 nodes we
monitor. We have all the
answers and know how to
respond.”
A client
More ≠ Better
Let’s play a game…
®
Start collecting your data points –
NOW!
(Eric, tell your story)
It is a cold January day. The charismatic 43-year
old leader of his party has just been sworn in as
chief executive of his...
The right data points are better than
more data points
(A date or nationality would have
provided the correct answer)
„Es hört jeder doch nur,
was er versteht.“
Goethe
CMS UX
CSS
XML
UxD
CM
„Es hört jeder doch nur,
was er versteht.“
Goethe
Don’t make me think!

(average user)
Conversion is knowing the
right questions to ask.
Conversion is also knowing the
right people to convince –
and how to con...
“Cease not to learn until thou
cease to live. Think that day
lost wherein thou draw’st no
letter to make thyself more
lear...
Szép napot!
(menjunk sörözni!)
You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mob...
WIAD Budapest 2014
WIAD Budapest 2014
WIAD Budapest 2014
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WIAD Budapest 2014

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My closing plenary from World Information Architecture Day in Budapest, Hungary. February 15, 2014.

Published in: Technology

WIAD Budapest 2014

  1. 1. How to use IA thinking to make the world a better place Observations Stories Lessons Eric Reiss @elreiss World IA Day 15 February 2014 Budapest, Hungary
  2. 2. Exploring and expanding the ontologies of information architecture Observations Stories Lessons Eric Reiss @elreiss World IA Day 9 February 2013 Los Angeles, USA
  3. 3. How to use IA thinking to make the world a better place Observations Stories Lessons Eric Reiss @elreiss World IA Day 15 February 2014 Budapest, Hungary
  4. 4. From creativity to libamájblokk How we can learn to think even better! Observations Stories Lessons Eric Reiss @elreiss World IA Day 15 February 2014 Budapest, Hungary
  5. 5. Let’s start with a few questions
  6. 6. Which seem more alike? a. a sphere and a circle b. a sphere and a cube
  7. 7. Which item seems least relevant? a. cassette tape b. mirror c. music CD d. LP record
  8. 8. Which item seems least relevant? a. cassette tape b. mirror c. music CD d. tin-can lid
  9. 9. Which item seems least relevant? a. cassette tape b. mirror c. car hubcap d. tin-can lid
  10. 10. Which seem more alike? a. a cube and a square b. a cube and a sphere a. a sphere and a circle b. a sphere and a cube
  11. 11. Source: http://www.asis.org/Bulletin/Feb-08/FebMar08_IA_Reiss.html
  12. 12. Choice Creativity Context Conversion
  13. 13. Source: Standard screen patterns by Theresa Neil
  14. 14. Creativity is when you go beyond learned behaviours to discover generic properties and patterns
  15. 15. Creativity is not about what you think. It’s about how you think. Dare to wonder!
  16. 16. Choice Creativity
  17. 17. + vs. vs.
  18. 18. Three different scenarios Buy camera and case at same time Expectation that some high-end cases would be sold Case bought separately – three choices Expectation that mostly mid-range case would be sold Case bought separately – two choices Expectation that mostly low-end case would be sold Inspired by Dr. Susan Weinschenk
  19. 19. + 3 8 5 6 5 3 13 5
  20. 20. Choice can be manipulated. We have an ethical responsibility.
  21. 21. Choice Creativity Context
  22. 22. + +
  23. 23. Context is also about creating understanding
  24. 24. Context is where we create value
  25. 25. Choice Creativity Context Conversion
  26. 26. Buzzword du jour
  27. 27. “We have over 100 nodes we monitor. We have all the answers and know how to respond.” A client
  28. 28. More ≠ Better Let’s play a game…
  29. 29. ®
  30. 30. Start collecting your data points – NOW! (Eric, tell your story)
  31. 31. It is a cold January day. The charismatic 43-year old leader of his party has just been sworn in as chief executive of his country. Standing next to him is his predecessor, a famous general who 15 years earlier had led his army in a war that ultimately resulted in the defeat of Germany. Following the ceremony, the young leader watched parades in his honour for four hours and then partied until 3AM. Who was this man?
  32. 32. The right data points are better than more data points (A date or nationality would have provided the correct answer)
  33. 33. „Es hört jeder doch nur, was er versteht.“ Goethe
  34. 34. CMS UX CSS XML UxD CM „Es hört jeder doch nur, was er versteht.“ Goethe
  35. 35. Don’t make me think! (average user)
  36. 36. Conversion is knowing the right questions to ask. Conversion is also knowing the right people to convince – and how to convince them!
  37. 37. “Cease not to learn until thou cease to live. Think that day lost wherein thou draw’st no letter to make thyself more learn’d, wiser, and better.” Guy Du Faur de Pibrac
  38. 38. Szép napot! (menjunk sörözni!)
  39. 39. You can (usually) find Eric at: The FatDUX Group ApS Strandøre 15 DK-2100 Copenhagen Denmark Office: (+45) 39 29 67 77 Mobile: (+45) 20 12 88 44 Twitter: @elreiss er@fatdux.com www.fatdux.com
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