Information Architecture: Putting the I back in IT April 26, 2007 Louis Rosenfeld www.louisrosenfeld.com

My perspective Independent information architecture consultant Work with Fortune 500s and government agencies Background in library and information science Co-author, Information Architecture for the World Wide Web (O’Reilly & Associates; 3rd edition, 2006)

Independent information architecture consultant

Work with Fortune 500s and government agencies

Background in library and information science

Co-author, Information Architecture for the World Wide Web (O’Reilly & Associates; 3rd edition, 2006)

What I’m going to cover IT managers are excluded from corporate strategy Information architects can help get IT managers a seat at the table (and how) Information architecture briefly introduced Examples of concrete benefits from information architecture Can we be friends?

IT managers are excluded from corporate strategy

Information architects can help get IT managers a seat at the table (and how)

Information architecture briefly introduced

Examples of concrete benefits from information architecture

Can we be friends?

Everyone wants a seat at the strategy table http://www.tsawwasseninn.com/images/boardroom%201_640.jpg

Why there’s no seat for IT managers “Keep those lights on!” Growing pressures to commoditize IT services Difficult to break out of reaction mode Getting beyond commodities Business side doesn't understand technology and its possibilities Lack of common language quashes dialogue Result: IT cut out of strategic decision-making

“Keep those lights on!”

Growing pressures to commoditize IT services

Difficult to break out of reaction mode

Getting beyond commodities

Business side doesn't understand technology and its possibilities

Lack of common language quashes dialogue

Result: IT cut out of strategic decision-making

IT organizations out of balance http://www.magnumad.com/adm/photo/425_web-ERE-seesaw-PAR116898.jpg

What’s out of whack? Structured data versus semi-structured content Centralization versus autonomy Traditional, formal approaches versus emergent, informal approaches Build it versus buy it Customers versus business

Structured data versus semi-structured content

Centralization versus autonomy

Traditional, formal approaches versus emergent, informal approaches

Build it versus buy it

Customers versus business

How exactly does one commoditize IT when facing these issues? Imbalances (as previously noted) Tidal wave of unstructured information Deriving actual value from enterprise applications Globalization, localization, and internationalization Content resident in user-hostile enterprise silos

Imbalances (as previously noted)

Tidal wave of unstructured information

Deriving actual value from enterprise applications

Globalization, localization, and internationalization

Content resident in user-hostile enterprise silos

So we’re all drowning. As usual. http://www.silverbearcafe.com/private/images/drowning.jpg

Do you agree? “If you understand how the web site should be organized to serve your customers, then you know how the company should be organized.” --Anonymous information architect, IBM Key phrases: serve customers, company organized

“If you understand how the web site should be organized to serve your customers, then you know how the company should be organized.”

--Anonymous information architect, IBM

Key phrases: serve customers, company organized

Should IT managers be involved in organizing the company? If “information is strategic,” then of course! Information should be organized around needs of customers/users IT provides the infrastructure for creating and managing information Business side not always able to understand implications of information systems How can IT not be involved? How is this not strategic work?

If “information is strategic,” then of course!

Information should be organized around needs of customers/users

IT provides the infrastructure for creating and managing information

Business side not always able to understand implications of information systems

How can IT not be involved?

How is this not strategic work?

“Information people” are the tail that wags the dog Not just IT managers, but… … Information architects … Knowledge managers … Content specialists … User experience designers … Marketers … Product managers … Etc… http://whatisee.org/mt/archives/images/dogtail.jpg

Not just IT managers, but…

… Information architects

… Knowledge managers

… Content specialists

… User experience designers

… Marketers

… Product managers

… Etc…

Why IT managers need information architects Information architects are the people who organize, structure, and label information Our goal: help users find what they want We worry a lot about these things Taxonomies, metadata, labeling Search systems performance Navigation and orientation Content lifecycle Users, users, users

Information architects are the people who organize, structure, and label information

Our goal: help users find what they want

We worry a lot about these things

Taxonomies, metadata, labeling

Search systems performance

Navigation and orientation

Content lifecycle

Users, users, users

Other flavors of IA: John Zachman Zachman Framework Enterprise architecture Broader take on IA “ Polar bear IA” fortifies “human interface architecture” and “presentation architecture” cells

Zachman Framework

Enterprise architecture

Broader take on IA

“ Polar bear IA” fortifies “human interface architecture” and “presentation architecture” cells

Other flavors of IA: Richard Saul Wurman Wurman (Information Anxiety) Physical architecture background Make information understandable Pre-web context, but principles are extended to multi-dimensional information systems

Wurman (Information Anxiety)

Physical architecture background

Make information understandable

Pre-web context, but principles are extended to multi-dimensional information systems

Information architects help by rebalancing information systems Structured versus semi-structured: IAs are strong in the latter (where IT is often weak) Centralization versus autonomy: IAs develop balanced workflows and processes Traditional, formal versus emergent, informal: IAs integrate these as part of broader ecology Build it versus buy it: IAs are technology agnostics who help develop functional specs that go beyond technical requirements Customers versus business: IAs shore up knowledge of the former, and are neutral balancers between competing needs

Structured versus semi-structured: IAs are strong in the latter (where IT is often weak)

Centralization versus autonomy: IAs develop balanced workflows and processes

Traditional, formal versus emergent, informal: IAs integrate these as part of broader ecology

Build it versus buy it: IAs are technology agnostics who help develop functional specs that go beyond technical requirements

Customers versus business: IAs shore up knowledge of the former, and are neutral balancers between competing needs

Why are information architects good balancers? We see the world through three perspectives

We see the world through three perspectives

Information architects aren’t just high-paid librarians User-oriented source disciplines Human Computer Interaction Anthropology Marketing Sociology Content-oriented source disciplines Librarianship Technical communication Graphic design Journalism Computer science Context-oriented source disciplines Management Systems engineering Organizational psychology

User-oriented source disciplines

Human Computer Interaction

Anthropology

Marketing

Sociology

Content-oriented source disciplines

Librarianship

Technical communication

Graphic design

Journalism

Computer science

Context-oriented source disciplines

Management

Systems engineering

Organizational psychology

Information architects are serious about methodology User-oriented research methods Usability testing Contextual inquiry Card sorting Persona and scenario development Content-oriented research methods Content inventory and analysis Content modeling Metadata development Server and search analytics Context-oriented research methods Stakeholder interviews Project planning Specifications development

User-oriented research methods

Usability testing

Contextual inquiry

Card sorting

Persona and scenario development

Content-oriented research methods

Content inventory and analysis

Content modeling

Metadata development

Server and search analytics

Context-oriented research methods

Stakeholder interviews

Project planning

Specifications development

How do we use our methods? To prioritize Can you confidently answer these two questions? What are your site’s major audiences? What are each audience’s Big Questions (and how well are you addressing them)?

Can you confidently answer these two questions?

What are your site’s major audiences?

What are each audience’s Big Questions (and how well are you addressing them)?

Major audiences: Who are they? Secondary goal? (You may already know who they are) Political challenges of audience definition Problem: defining audience by silo leads to stakeholder infighting Goal: err toward apolitical segmenting that cuts across silos; examples: Job functions (admin, clerical, research, mgmt) Demographics

Secondary goal? (You may already know who they are)

Political challenges of audience definition

Problem: defining audience by silo leads to stakeholder infighting

Goal: err toward apolitical segmenting that cuts across silos; examples:

Job functions (admin, clerical, research, mgmt)

Demographics

Big questions: What are they? Major tasks users want to accomplish or topics they want to know about Examples: “ Where do I reconfigure my health benefits?” “ Where can I find our past sales proposals?” “ How do I file an expense report?”

Major tasks users want to accomplish or topics they want to know about

Examples:

“ Where do I reconfigure my health benefits?”

“ Where can I find our past sales proposals?”

“ How do I file an expense report?”

Big questions: How do you determine them? 1/2 Active methods: ask people who would know Webmasters and the hate mail they get Switchboard operators and their FAQs SMEs and the people who bother them Who else? Avoid: focus groups

Active methods: ask people who would know

Webmasters and the hate mail they get

Switchboard operators and their FAQs

SMEs and the people who bother them

Who else?

Avoid: focus groups

Big questions: How do you determine them? 2/2 Passive methods: look at data derived from users’ behavior (you already have it!) Switchboard logs Server logs (Web Analytics) Search logs (Search Analytics) Information center logs Where else? Grouping log data can help you (re)define audience segments

Passive methods: look at data derived from users’ behavior (you already have it!)

Switchboard logs

Server logs (Web Analytics)

Search logs (Search Analytics)

Information center logs

Where else?

Grouping log data can help you (re)define audience segments

A closer look at methods: Search analytics Sorting queries by frequency results in a Zipf Distribution Can we improve performance for the most popular queries?

Anatomy of a search log (from Google Search Appliance) Critical elements in bold: IP address , time/date stamp , query , and # of results: XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q= lincense+plate &ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02 XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:48 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q= license+plate &ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16 XXX.XXX.XX.130 - - [ 10/Jul/2006:10:24:38 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q= regional+transportation+governance+commission &ip=XXX.XXX.X.130 HTTP/1.1" 200 9718 62 0.17 Full legend and more examples here: http://www.rosenfeldmedia.com/books/searchanalytics/blog/log_sample_google_appliance/

Critical elements in bold: IP address , time/date stamp , query , and # of results:

XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:46 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q= lincense+plate &ip=XXX.XXX.X.104 HTTP/1.1" 200 971 0 0.02

XXX.XXX.X.104 - - [ 10/Jul/2006:10:25:48 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ie=UTF-8&client=www&q= license+plate &ud=1&site=AllSites&spell=1&oe=UTF-8&proxystylesheet=www&ip=XXX.XXX.X.104 HTTP/1.1" 200 8283 146 0.16

XXX.XXX.XX.130 - - [ 10/Jul/2006:10:24:38 -0800] "GET /search?access=p&entqr=0&output=xml_no_dtd&sort=date%3AD%3AL%3Ad1&ud=1&site=AllSites&ie=UTF-8&client=www&oe=UTF-8&proxystylesheet=www&q= regional+transportation+governance+commission &ip=XXX.XXX.X.130 HTTP/1.1" 200 9718 62 0.17

What users want and when: Sort and cluster those queries

Diagnostics from search analytics: What can you fix or improve? User research Interface design: search entry interface, search results Retrieval algorithm modification Navigation design Metadata development Content development

User research

Interface design: search entry interface, search results

Retrieval algorithm modification

Navigation design

Metadata development

Content development

Best bet search results: Big answers for big questions Manually-assigned recommended links Ensure useful results for top search queries Useful resources for each popular query are manually determined (guided by documented logic) Useful resources manually linked to popular queries; automatically displayed in result page

Manually-assigned recommended links

Ensure useful results for top search queries

Useful resources for each popular query are manually determined (guided by documented logic)

Useful resources manually linked to popular queries; automatically displayed in result page

Best bets example: BBC’s “best links” BBC’s logic IF query is a country name • THEN is there a country profile? THEN is there a language service?

BBC’s logic

IF query is a country name • THEN is there a country profile?

THEN is there a language service?

Best bets also improve navigation Michigan State University automatically generates a comprehensive A-Z site index from best bet keywords

Michigan State University automatically generates a comprehensive A-Z site index from best bet keywords

Guides: Even bigger answers to big questions Guides are single pages that contain A selective set (5-10) of important links related to a Big Question Narrative text that explains the topic and what’s available to help with that topic Generally linked from the main page, but also used in more specific contexts Subsite main pages Search results

Guides are single pages that contain

A selective set (5-10) of important links related to a Big Question

Narrative text that explains the topic and what’s available to help with that topic

Generally linked from the main page, but also used in more specific contexts

Subsite main pages

Search results

Guides: Vanguard example 1/2

Guides: Vanguard example 2/2

Guides: IBM example

Guides: Painless and efficient Low impact on IT (single HTML page) Cut across departmental silos Gap fillers; complement comprehensive methods of navigation and search Can be timely (e.g., news-oriented guides, seasonal guides) Minimize political headaches by creating new real estate Can grow into fuller subsites

Low impact on IT (single HTML page)

Cut across departmental silos

Gap fillers; complement comprehensive methods of navigation and search

Can be timely (e.g., news-oriented guides, seasonal guides)

Minimize political headaches by creating new real estate

Can grow into fuller subsites

Contextual navigation: Focusing on where users are Contextual navigation supports users deep in site Where am I? Where can I go from here? Mandated by Web 2.0 world Top layers of information systems are increasingly bypassed Search engines Syndication (RSS, Atom) Banner advertising Deep content becomes starting point

Contextual navigation supports users deep in site

Where am I?

Where can I go from here?

Mandated by Web 2.0 world

Top layers of information systems are increasingly bypassed

Search engines

Syndication (RSS, Atom)

Banner advertising

Deep content becomes starting point

Contextual navigation is powered by content models “Data modeling for semi-structured content” Content modeling process helps narrow down both content and metadata choices Content models consist of Content objects Links between objects Metadata Use sparingly to support high-value contextual navigation

“Data modeling for semi-structured content”

Content modeling process helps narrow down both content and metadata choices

Content models consist of

Content objects

Links between objects

Metadata

Use sparingly to support high-value contextual navigation

Content models: Hewlett-Packard example HP’s content model for products includes overview, supplies, support, drivers… Content model is exposed as part of search results to enhance navigation

HP’s content model for products includes overview, supplies, support, drivers…

Content model is exposed as part of search results to enhance navigation

Content models: BBC example artist descriptions album reviews album pages artist bios discography concert calendar TV listings

Content modeling use metadata to connect content objects artist description artist description artist description artist bio, discography, concert calendar, TV listing album review, artist description album page album review, discography, artist … link to other Content Objects… Artist Name , Channel, Date, Time… Artist Name , Tour, Venue, Date, Time… Artist Name , Individual Artist Name… Artist Name , Desc Author, Desc Date… Artist Name , Album Name , Release Date… Album Name , Artist Name , Review Author, Source, Pub Date… Album Name , Artist Name , Label, Release Date… … by leveraging common Metadata Attributes TV listing concert calendar artist bio artist description discography album review album page Content Objects…

Small steps start to add up Make that search engine earn its keep Institute best bets, spell checking, guides, etc. Can improve user experience performance by 20%-30% (make up your own numbers) Make that CMS earn its keep Manage content objects and metadata to support contextual navigation Touch a small portion of your content to improve experience for many users

Make that search engine earn its keep

Institute best bets, spell checking, guides, etc.

Can improve user experience performance by 20%-30% (make up your own numbers)

Make that CMS earn its keep

Manage content objects and metadata to support contextual navigation

Touch a small portion of your content to improve experience for many users

Information architects can help IT managers avoid boiling the ocean Ban the word redesign from your vocabulary Replace it with continual improvement And pause before replacing enterprise apps Take small, concrete steps that have large impacts (guides, best bets, spell checking, limited content modeling) Focus on what you can reasonably accomplish, and when you can do it

Ban the word redesign from your vocabulary

Replace it with continual improvement

And pause before replacing enterprise apps

Take small, concrete steps that have large impacts (guides, best bets, spell checking, limited content modeling)

Focus on what you can reasonably accomplish, and when you can do it

The farmer and the cowman can be friends (with apologies to Oklahoma) We ought to be natural allies The "new IT manager" is 50/50 technology and business Information architects offer a different perspective that’s similarly balanced http://www.geocities.com/CapitolHill/Lobby/8720/transtrio.gif

We ought to be natural allies

The "new IT manager" is 50/50 technology and business

Information architects offer a different perspective that’s similarly balanced

http://www.geocities.com/CapitolHill/Lobby/8720/transtrio.gif

Putting the I back in IT For IT to be truly strategic, emphasis has to move away from technology, toward information Information architects can help IT managers move away from providing commodity services Information architects and IT managers can work together to help organizations Truly understand information’s strategic value Make technology really perform Hopefully, a seat at the strategy table will be that much closer

For IT to be truly strategic, emphasis has to move away from technology, toward information

Information architects can help IT managers move away from providing commodity services

Information architects and IT managers can work together to help organizations

Truly understand information’s strategic value

Make technology really perform

Hopefully, a seat at the strategy table will be that much closer

What I’ve covered IT managers are excluded from corporate strategy Information architects can help get IT managers a seat at the table (and how) Information architecture briefly introduced Examples of concrete benefits from information architecture Can we be friends?

IT managers are excluded from corporate strategy

Information architects can help get IT managers a seat at the table (and how)

Information architecture briefly introduced

Examples of concrete benefits from information architecture

Can we be friends?

How to reach me Louis Rosenfeld, LLC 705 Carroll Street, #2L Brooklyn, NY 11215 USA +1.718.306.9396 voice +1.734.661.1655 fax [email_address] www.louisrosenfeld.com

Louis Rosenfeld, LLC

705 Carroll Street, #2L

Brooklyn, NY 11215 USA

+1.718.306.9396 voice

+1.734.661.1655 fax

[email_address]

www.louisrosenfeld.com