UX: (still) the next step for Information Architects

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Peter Boersma's closing keynote presentation at the 2011 Polish IA Summit. By showing the T-model for IA, Peter explains that IAs are User Experience practitioners. Includes resources for IAs to become better UX practitioners.

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UX: (still) the next step for Information Architects

  1. 1. (still) the next step forInformation Architects? Peter Boersma - April 8, 2011
  2. 2. Peter in 5 minutes
  3. 3. 640 480
  4. 4. Peter in 5 minutes
  5. 5. 5 years ago, at Italian IA Summit
  6. 6. Peter
  7. 7. Buon giorno! Mi chiamo Peter Peter
  8. 8. Hello! Nazywam się PiotrPiotr
  9. 9. one of the many Peters in IA
  10. 10. UX: the next step for IAs?1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?
  11. 11. In the beginning, there was Little IA IA IA
  12. 12. Little IA“At one end of the spectrum, the little information architectmay focus solely on bottom-up tasks, such as the definitionof metadata fields and controlled vocabularies.”Peter Morville, Big Architect, Little Architect, http://argus-acia.com/strange_connections/strange004.html Library & Information Science (LIS) structure, storage and use indexing, retrieval and search metadata, labeling and display data ➔ information ➔ knowledge deliverables: rules for ranking, content inventories, card sorts, controlled vocabularies, sitemaps.
  13. 13. and then, IAs discovered other fields Industrial Design,Visual Design, Information Design, Interaction Design, Usability, Copywriting, Marketing & Communications, Computer Science IA
  14. 14. and discovered overlap Industrial Design,Visual Design, InformationDesign, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science overlap IA
  15. 15. some tried to “solve” it this way Industrial Design,Visual Design, InformationDesign, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science BIG IA
  16. 16. BIG IA“At the other end [of the spectrum], the Big InformationArchitect may play the role of an orchestra conductor or filmdirector, conceiving a vision and moving the team forward”Peter Morville, Big Architect, Little Architect, http://argus-acia.com/strange_connections/strange004.html combining many fields and backgrounds concept design online information strategy enterprise information architecture deliverables: concept maps, storyboards, scenarios, personas, use cases, wireframes, templates, usability tests, styleguides, roadmaps, metrics, etc.
  17. 17. I donʼt agree Industrial Design,Visual Design, InformationDesign, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science BIG IA
  18. 18. some skills are unique to IAother fields other fields IA search, metadata thesauri
  19. 19. some skills we share with othersother fields other fields navigation, labels, content, flows IA
  20. 20. but I do believe IA is biggerother fields other fields IA
  21. 21. because there are other aspects selling, managing, process, team, ROIother fields other fields IA
  22. 22. Business IA“The exercise of designing an information architecture –learning or defining what an organization is, what it wants tocommunicate 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 consultancy skills business insight deliverables: business model, ROI calculations, target audience, usage scenarios, workflow, roles, design process, metrics, etc.
  23. 23. so, this is my T-model for IA business IAother fields other fields shallow IA IA deep IA
  24. 24. UX: the next step for IAs?1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?
  25. 25. other fields have T-models too business IA other fields other fields shallow IAIxD IA usabili deep IA
  26. 26. all of them! Vis Info MarID D D IxD IA Usab Copy Com CS
  27. 27. and I believe the overlap is user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  28. 28. User Experience“User Experience encompasses all aspects of the end-users[online] interaction with the company, its services, and itsproducts.”Nielsen Norman Group, User Experience - Our Definition, http://www.nngroup.com/about/userexperience.html merging of multiple disciplines, including engineering,marketing, graphical and industrial design, and interfacedesign meet the needs of the customer strive for simplicity and elegance go beyond giving customers what they say they want produce products that are a joy to own, a joy to use
  29. 29. UX: the next step for IAs?1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?
  30. 30. user experience is mostly other fields user experience Vis Info MarID IxD Usab Copy CS D D Com
  31. 31. raise your hand if you are: Vis Info MarID D D IxD IA Usab Copy Com CS
  32. 32. but does your diploma say IA? Vis Info MarID D D IxD ? Usab Copy Com CS
  33. 33. we all come from different fields user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  34. 34. and we are all moving around user experienceIxD IA usabili
  35. 35. we all have our own T-shape business user experience shallow deep
  36. 36. we are all UX practitioners! business user experience shallow deep
  37. 37. UX: the next step for IAs?1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?3. What are the next steps for IAs?
  38. 38. What are the next steps for IA?1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation
  39. 39. insight in overlap with other fields user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  40. 40. overlap with other fields business IAother fields guerilla IA other fields shallow IA IA deep IA
  41. 41. ivV ! a Guerilla IA A+ =
  42. 42. Guerilla IA“Guerrilla IA is a set of simplified IA methods that can be away for a company to gradually build up its reliance onsystematic IA methods, starting with the bare minimum andgradually progressing to a more refined lifecycle approach.”Adapted from Jakob Nielsen’s, Guerrilla HCI: Using Discount Usability Engineering to Penetrate the IntimidationBarrier, http://www.useit.com/papers/guerrilla_hci.html Focus on shallow skills Card sorting tools, content inventory templates Navigation & search patterns, evaluation criteria Standardized methods & documentation templates Success stories, cost-benefit examples
  43. 43. What are the next steps for IA?1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation
  44. 44. a definition of IA (okay, mine) business process, selling, managing, IA team, ROI guerilla IA simplified methodsother fields other fields shallow IA navigation, labels, content, flows IA deep IA search, metadata, thesauri
  45. 45. What are the next steps for IA?1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation
  46. 46. T-shaped education and experience business IA user experience shallow IA IA deep IA
  47. 47. T-shaped education and experience business IA user experience shallow IA IA deep IA
  48. 48. http://www.iainstitute.org
  49. 49. T-shaped education and experience business IA user experience shallow IA IA deep IA
  50. 50. more elements of user experience real-world design deliverablespeter boersma http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables
  51. 51. Business these influence the Manage User Experience Strategy too! ProcessEvaluation typical Research User-Centered Design Designhttp://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables
  52. 52. Pitch Estimate Business Optimize Scenarios Beta Position Roles Manage Strategy Steps Service DesignScope Competition ProcessTest Interviews Review Requirements Evaluation Research Roadmap Personas Prototype Design Sketch Detailed Design Concept http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables
  53. 53. Pitch Estimate Business Optimize Scenarios Beta Position Roles Manage Strategy Steps Service DesignScope Competition ProcessTest Interviews Review Requirements Evaluation Research Roadmap http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables
  54. 54. What are the next steps for IA?1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation
  55. 55. worldwide-to-local organizations
  56. 56. we need Peters everywhere!
  57. 57. Who is the Italian Peter?Pietro (m/f)
  58. 58. Who is the Italian Peter? Andrea Resmini
  59. 59. 5 years ago, at Italian IA Summit
  60. 60. 2011, Polish IA Summit
  61. 61. what is the situation in 2011? user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  62. 62. what is the situation in 2011? user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  63. 63. Information Architecture in 2011events:orgs:mags:
  64. 64. http://www.iasummit.org
  65. 65. http://www.euroia.org
  66. 66. PragueCzech Republic
  67. 67. http://www.iasummit.it
  68. 68. http://www.iakonferenz.org
  69. 69. MunichGermany
  70. 70. Information Architecture in 2011events:orgs:mags:
  71. 71. worldwide-to-local organizations http://www.iainstitute.org
  72. 72. Everything else in 2011 http://www.iainstitute.org
  73. 73. http://www.iainstitute.org
  74. 74. Information Architecture in 2011events:orgs:mags:
  75. 75. http://www.boxesandarrows.com
  76. 76. what is the situation in 2011? user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  77. 77. Other fields in 2011other organizations:
  78. 78. Everything else in 2011 http://www.sigchi.org
  79. 79. Everything else in 2011 http://www.sigchi.org
  80. 80. Everything else in 2011others: IxDA, SIGCHI, UPA, HFES, AIGA, STC, DMI, Service DesignNetwork http://www.upassoc.org
  81. 81. IxDA in Europe
  82. 82. IxDA in Poland http://www.ixda.org
  83. 83. what is the situation in 2011? user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  84. 84. User Experience in 2011events:orgs:
  85. 85. User Experience in 2011events:orgs:
  86. 86. http://www.uxnet.org
  87. 87. User Experience in 2011mags:groups:cocktails: Berlin / Paris / Amsterdambooks:
  88. 88. User Experience in 2011mags:groups:cocktails: Berlin / Paris / Amsterdambooks:
  89. 89. User Experience in 2011mags:groups:cocktails: Berlin / Paris / Amsterdambooks:
  90. 90. http://berliniacocktailhour.blogspot.com
  91. 91. http://ux-paris.com
  92. 92. http://groups.yahoo.com/group/UXCocktailHoursAmsterdam/
  93. 93. http://www.meetup.com/
  94. 94. User Experience in 2011mags:groups:cocktails: Berlin / Paris / Amsterdambooks:
  95. 95. http://blog.semanticfoundry.com/2010/08/25/the-ux-canon-essential-reading-for-the-user-experience-designer/
  96. 96. we have Peters in many places
  97. 97. What are the next steps for IA?1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation (for UX)
  98. 98. all of us are UX practitioners! user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  99. 99. “I am a UX practitioner!” user experience Vis Info MarID D D IxD IA Usab Copy Com CS
  100. 100. Information Architects are UX practitioners! Peter Boersma - April 8, 2011

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