User Experience: the next step for IAs

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Keynote by Peter Boersma at the Italian IA Summit

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User Experience: the next step for IAs

  1. 1. user experience the next step for IAs? peter boersma senior experience designer info.nl italian IA summit rome, italy february 24 th 2006
  2. 2. Buon giorno! Mi chiamo Peter. <ul><li>Peter </li></ul>
  3. 3. One of the many Peters in IA: <ul><li>http:// www.iawiki.net / PetersInIA </li></ul>
  4. 4. Peter? <ul><li>Peter Merholz Adaptive Path, IA Institute www.peterme.com , www.iainstitute.org </li></ul><ul><li>(American) </li></ul>
  5. 5. Peter? <ul><li>Peter Morville Information Architecture for the World Wide Web with Lou Rosenfeld www.semanticstudios.com </li></ul><ul><li>(American, but born in Europe) </li></ul>
  6. 6. Peter? <ul><li>Peter van Dijck Information Architecture for Designers International IA, mefeedia www.poorbuthappy.com , www.mefeedia.com </li></ul><ul><li>(Belgian, close!) </li></ul>
  7. 7. Peter? <ul><li>Peter Bogaards InfoDesign www.bogieland.com , www.informationdesign.org </li></ul><ul><li>(Dutch, getting warmer!) </li></ul>
  8. 8. Peter Boersma ( www.peterboersma.com ) <ul><li>1988-1995: studied “information ergonomics”, combining computer science & cognitive ergonomics, at Twente university, The Netherlands. </li></ul><ul><li>1995-2002: worked 7 years as user interface designer, project manager, consultant user understanding, and senior concept designer for General Design/Satama Interactive on many interactive websites and some mobile applications. </li></ul><ul><li>2002-2005: worked 3 years as senior information architect for EzGov on several tax-related online applications for the governments of the United Kingdom and Jamaica. </li></ul><ul><li>2005-2006: working as managing partner and consultant for User Intelligence, working on the user experience of interactive applications. </li></ul><ul><li>Feb 2006 – now: working as senior experience designer for Info.nl, designing engaging, interactive online systems. </li></ul>
  9. 9. “ user experience: the next step for IAs?” <ul><li>1. what is Information Architecture (IA)? </li></ul><ul><li>2. what is User Experience (UX)? </li></ul><ul><li>3. what is the next step for IAs? </li></ul>
  10. 10. In the beginning, there was little IA… IA IA
  11. 11. Little Information Architecture <ul><li>“ At one end of the spectrum, the little information architect may focus solely on bottom-up tasks, such as the definition of metadata fields and controlled vocabularies. ” (Peter Morville, Big Architect, Little Architect , http://argus-acia.com/strange_connections/strange004.html ) </li></ul><ul><li>Library & Information Science (LIS) </li></ul><ul><li>definition, storage and use </li></ul><ul><li>indexing, retrieval and search </li></ul><ul><li>metadata, labeling and display </li></ul><ul><li>data  information  knowledge </li></ul><ul><li>deliverables: content inventories, card sorts, controlled vocabularies, sitemaps. </li></ul>
  12. 12. … and then IAs discovered other fields… IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science
  13. 13. … a lot of other fields…
  14. 14. … and mapped their relationship with IA…
  15. 15. … and it got complex…
  16. 16. … very complex!
  17. 17. Some tried to solve it this way… IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science BIG IA
  18. 18. Big Information Architecture <ul><li>“ At the other end [of the spectrum], the Big Information Architect may play the role of ‘an orchestra conductor or film director, conceiving a vision and moving the team forward’ ” (Peter Morville, Big Architect, Little Architect , http://argus-acia.com/strange_connections/strange004.html ) </li></ul><ul><li>combining many fields and backgrounds </li></ul><ul><li>concept management </li></ul><ul><li>online information strategy </li></ul><ul><li>enterprise information architecture </li></ul><ul><li>deliverables: concept maps, storyboards, scenarios, personas, use cases, wireframes, templates, usability tests, styleguides, roadmaps, metrics, etc. </li></ul>
  19. 19. I don’t agree… IA BIG IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science
  20. 20. I say some skills are unique to IA IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science search metadata controlled vocabularies deep IA
  21. 21. … and some skills we share... IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science navigation labeling content analysis shallow IA deep IA
  22. 22. ...and I do believe IA is “bigger”… IA other fields shallow IA deep IA Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science
  23. 23. … because it also includes Business IA IA other fields ROI, organizational impact, selling, managing, process
  24. 24. Business IA <ul><li>“ The exercise of designing an information architecture – learning or defining what an organization is, what it wants to communicate and to whom, and what its business model is – is ultimately about strategy. ” (Lou Rosenfeld, The Tail Wags The Dog, http://www.ddj.com/documents/s=3257/nam1012432633/index.html ) </li></ul><ul><li>requires consultancy skills </li></ul><ul><li>business insight useful </li></ul><ul><li>deliverables: business model, ROI calculations, target audience, usage scenarios, workflow, roles, design process, metrics, etc. </li></ul>
  25. 25. So here is my T-shaped world view… IA other fields shallow IA deep IA business IA
  26. 26. … but other fields see the same... IA IxD Usability other fields
  27. 27. … all of them… IA IxD Usab Copy Mar comm InfoD Vis D IA IxD Usability ID CS
  28. 28. … and I believe that the overlap is: IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS
  29. 29. User Experience (UX) <ul><li>&quot; User Experience encompasses all aspects of the end-user's [online] interaction with the company, its services, and its products. ” (Nielsen Norman Group, User Experience – Our definition, http:// www.nngroup.com/about/ user experience.html ) </li></ul><ul><li>meet the needs of the customer </li></ul><ul><li>strive for simplicity and elegance </li></ul><ul><li>produce products that are a joy to own, a joy to use </li></ul><ul><li>goes beyond giving customers what they say they want </li></ul><ul><li>merging of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design </li></ul>
  30. 30. So is UX the next step for IAs?
  31. 31. User Experience is mostly other fields IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS
  32. 32. Raise your hand if you call yourself… IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS Industrial Designer Computer Scientist Visual Designer Marketing & Communication specialist Information Designer Copywriter Interaction Designer Usability Engineer Information Architect
  33. 33. … but does your diploma say you are? IA IxD Usab Copy Mar comm InfoD Vis D ID CS
  34. 34. We all came from different directions… IA IxD Usab Copy Mar comm InfoD Vis D ID CS
  35. 35. … and we are going into different directions... IA other fields shallow IA deep IA business IA
  36. 36. … so IAs already are UX practitioners! IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS IA other fields shallow IA deep IA business IA
  37. 37. What are the real next steps for IA? <ul><li>Insight into overlap with other fields </li></ul><ul><li>A definition of the field </li></ul><ul><li>T-shaped education and experience </li></ul><ul><li>Worldwide representation </li></ul>
  38. 38. Insight into overlap with other fields IA IxD Usab Copy Mar comm InfoD Vis D User Experience ID CS
  39. 39. Insight into overlap with other fields other fields shallow IA navigation, labeling, content deep IA search, metadata controlled vocabularies business IA ROI, organizational impact, selling, managing, process guerrilla IA other fields other fields
  40. 40. Guerrilla IA <ul><li>“ Guerrilla IA is a set of simplified IA methods that can be a way for a company to gradually build up its reliance on systematic IA methods, starting with the bare minimum and gradually progressing to a more refined lifecycle approach.” (Adapted from Jakob Nielsen’s, Guerrilla HCI: Using Discount Usability Engineering to Penetrate the Intimidation Barrier, http://www.useit.com/papers/guerrilla_hci.html ) </li></ul><ul><li>Focus on shallow skills </li></ul><ul><li>Card sorting tool, content inventory template </li></ul><ul><li>Navigation & search patterns, evaluation criteria </li></ul><ul><li>Method & documentation templates </li></ul><ul><li>Success stories, cost-benefit examples </li></ul>
  41. 41. A definition of the field of IA (okay, mine) shallow IA navigation, labeling, content deep IA search, metadata, controlled vocabularies business IA ROI, organizational impact, selling, managing, process other fields other fields guerrilla IA simplified methods
  42. 42. T-shaped education and experience IA other fields shallow IA deep IA business IA
  43. 43. Worldwide-to-local representation
  44. 44. We need Peters everywhere!
  45. 45. Who is the Italian Peter? <ul><li>Pietro(M/F) </li></ul>
  46. 46. Next step for IAs: <ul><li>Thank you! </li></ul>user experience? (we already are UX practitioners) Peter Pietro(M/F)
  47. 47. Next step for IAs: <ul><li>Thank you! </li></ul>Peter Pietro(M/F)
  48. 48. user experience the next step for IAs? peter boersma http://www.peterboersma.com [email_address] italian IA summit rome, italy february 24 th 2006
  49. 49. En wat betekent dit voor Info’s ID team? <ul><li>Naamgeving: van ID naar UX? </li></ul><ul><li>Opleiding en ervaring: streef nar diep en breed </li></ul><ul><li>Deliverables: (h)erken best practices uit aangrenzende vakgebieden </li></ul><ul><li>Klein team: guerilla methoden waar nodig </li></ul>
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