The Architecture                of UnderstandingPeter Morville, UX Lisbon 2012   1
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#dtdt        5
Polar Bear IA    in•for•ma•tion ar•chi•tec•turen.    •   The structural design of shared        information environments. ...
Fragmentation  Fragmentation into multiple  sites, domains, and identities is  clearly a major problem. Users  don’t know ...
Web Strategy1. One Library2. Core Areas3. Network Intelligence                                10
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Search is a Complex, Adaptive SystemSource: Search Patterns (2010)   13
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Where architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to c...
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“Desire Lines”                              17Photo: Berkeley Path Gallery by Kevin Fox
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Experiences Across Channels
World’s Best                                   Information ArchitectSource: Subject to Change (2008)                      ...
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Desktop                       MobileKiosk                  26
Sensors•   Location (GPS)•   Orientation (Compass)•   Motion (Accelerometer)•   Orientation/Motion (Gyroscope)•   Touch (M...
28
“After a half-hour, a three-tone alert sounds…If thebottle still has not been opened, the system makes anautomated reminde...
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32
BrainPort  Camera in glasses  captures video.  Image recreated on  grid of 400 electrodes.  User feels the shape  on the t...
Touchpoint Taxonomy                      Media                                                         Book               ...
Design Principles                    35
Cross-Channel Strategy                      http://findability.org/archives/000652.phpComposition         multi- or cross-...
Adapted from Cross-Platform Service User Experience          portal.acm.org/citation.cfm?id=1851637   37
Craft beautiful designs that deliver a quality experienceto your users no matter how large (or small) their display.    1....
39
Why Separate Mobile & Desktop Web Pages at Bagcheck?                With a dual template system, we were able to optimize:...
To make the right decisions about composition andconsistency, you need a cross-channel strategy.                          ...
Design for Connection          42
Over 50% of REIonline business ispicked up in a store.            43
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45
BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, ...
Price CheckProduct DetailEndless Aisle    48
Continuity             49
Conflict           50
Context          51
Cross-Channel   We must leave our               Marathoncomfort zones, cross-train,    and collaborate.               Tria...
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Source:delightability.com                            55
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morville@semanticstudios.com                    58
morville@semanticstudios.com                    59
morville@semanticstudios.comUX Swimlanes                                   60
morville@semanticstudios.com“There is nothing more  basic than  categorization to our  thought, perception,  action, and s...
62
What architects do forbuildings, information architects dofor…
64
“There is a problem in discussing systems onlywith words. Words and sentences must, bynecessity, come only one a time in l...
"In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwiref...
“…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, an...
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morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
IA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findabil...
The Architecture of Understanding
The Architecture of Understanding
The Architecture of Understanding
The Architecture of Understanding
The Architecture of Understanding
The Architecture of Understanding
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The Architecture of Understanding

  1. 1. The Architecture of UnderstandingPeter Morville, UX Lisbon 2012 1
  2. 2. 2
  3. 3. 3
  4. 4. 4
  5. 5. #dtdt 5
  6. 6. Polar Bear IA in•for•ma•tion ar•chi•tec•turen. • The structural design of shared information environments. • The combination of organization, labeling, search, and navigation systems in web sites and intranets. • The art and science of shaping information products and experiences to support usability and findability. • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 6
  7. 7. Fragmentation Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose.Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.
  8. 8. Web Strategy1. One Library2. Core Areas3. Network Intelligence 10
  9. 9. 12
  10. 10. Search is a Complex, Adaptive SystemSource: Search Patterns (2010) 13
  11. 11. 14
  12. 12. Where architects useforms and spaces to designenvironments for inhabitation,information architects usenodes and links to createenvironments for understanding.Jorge Arango, Architectures 15
  13. 13. 16
  14. 14. “Desire Lines” 17Photo: Berkeley Path Gallery by Kevin Fox
  15. 15. 18
  16. 16. 19
  17. 17. 20
  18. 18. Experiences Across Channels
  19. 19. World’s Best Information ArchitectSource: Subject to Change (2008) 23
  20. 20. 25
  21. 21. Desktop MobileKiosk 26
  22. 22. Sensors• Location (GPS)• Orientation (Compass)• Motion (Accelerometer)• Orientation/Motion (Gyroscope)• Touch (Multi-Touch, Gestural)• Light (Ambient)• Proximity• Device (Bluetooth)• Audio (Microphone)• Image/Video (Camera)• RFID (Soon) 27
  23. 23. 28
  24. 24. “After a half-hour, a three-tone alert sounds…If thebottle still has not been opened, the system makes anautomated reminder phone call to the patient or acaregiver. The GlowCap system compiles adherence datawhich anyone can be authorized to track. That way thedoctor can make sure Gramps stays on his meds.” 29
  25. 25. 30
  26. 26. 31
  27. 27. 32
  28. 28. BrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 33
  29. 29. Touchpoint Taxonomy Media Book Channel Platform Newspaper Web Web MagazineProduct Social Media iOS VideoPackaging Email Android AudioPrint Catalog Messaging Poster Mac OS X Billboard TelephoneCall Center Print MS WindowsWebsiteBlog ContextFacebook HomeTwitter Work WalkingYouTube Device DrivingEmail Desktop ShoppingDirect Mail Laptop Scale PlaneRadio Mobile Party Covert Tablet PersonalTelevision Television Mobile Social Personal Kiosk Location Environmental Time Architectural Task Urban 34
  30. 30. Design Principles 35
  31. 31. Cross-Channel Strategy http://findability.org/archives/000652.phpComposition multi- or cross-channel; mix of platforms, devices, media; coherenceConsistency brand, features, organization, interaction balanced against value of optimizationConnection links, tags, signs, maps; call to actionContinuity bookmark, resume playback, flowContext personal, social, location, time, taskConflict 36 identify/resolve, org chart, free-riding
  32. 32. Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 37
  33. 33. Craft beautiful designs that deliver a quality experienceto your users no matter how large (or small) their display. 1. Fluid Grids 2. Flexible Images 3. Media Queries 38
  34. 34. 39
  35. 35. Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: 1. Source Order 2. Media (Speed, Quality, Interaction) 3. URL Structure Navigation 4. Application Design at TopNavigation at Bottom 40
  36. 36. To make the right decisions about composition andconsistency, you need a cross-channel strategy. 41
  37. 37. Design for Connection 42
  38. 38. Over 50% of REIonline business ispicked up in a store. 43
  39. 39. 44
  40. 40. 45
  41. 41. BarcodeIdentifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)QR CodeInitiates a Response (e.g., URL, Message, Phone, SMS, Email) 46
  42. 42. Price CheckProduct DetailEndless Aisle 48
  43. 43. Continuity 49
  44. 44. Conflict 50
  45. 45. Context 51
  46. 46. Cross-Channel We must leave our Marathoncomfort zones, cross-train, and collaborate. Triathlon 52
  47. 47. 53
  48. 48. 54
  49. 49. Source:delightability.com 55
  50. 50. 56
  51. 51. 57
  52. 52. morville@semanticstudios.com 58
  53. 53. morville@semanticstudios.com 59
  54. 54. morville@semanticstudios.comUX Swimlanes 60
  55. 55. morville@semanticstudios.com“There is nothing more basic than categorization to our thought, perception, action, and speech.” 61
  56. 56. 62
  57. 57. What architects do forbuildings, information architects dofor…
  58. 58. 64
  59. 59. “There is a problem in discussing systems onlywith words. Words and sentences must, bynecessity, come only one a time in linear, logicalorder. Systems happen all at once. They areconnected not just in one direction, but in manydirections simultaneously. To discuss themproperly, it is necessary to use a language thatshares some of the same properties as thephenomena under discussion.”
  60. 60. "In an era of cross-channelexperiences and product-servicesystems, it makes less and lesssense to design sitemaps andwireframes without also..."
  61. 61. “…mapping the customer journey, modeling the system dynamics, andanalyzing impacts upon business processes, incentives, and the org chart."
  62. 62. 68
  63. 63. 69
  64. 64. morville@semanticstudios.comRichard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  65. 65. IA Therefore I AmPeter Morvillemorville@semanticstudios.comUnderstanding IA (Prezi)http://is.gd/iapreziBloghttp://findability.org/Twitter@morville 71
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