Storytelling and Information Architecture
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Slides from my April 4th presentation at Web Design Days, Pittsburgh.
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Storytelling and Information Architecture
- 2. Wait up a sec!
- 3. Wait up a sec! Don’t you mean User Experience Design?
- 4. Who? On what unfortunate subjects do you practice this dark art you call “Information Architecture?”
- 5. Marketing Websites Extranets Other 4% 13% 83% Types of websites from which the presenter’s primary and most recent experience comes.
- 7. Marketing Websites So, like, brochureware? That’s so passé!
- 8. Trend chaser. That’s so passé!
- 9. Trend chaser. Sore loser.
- 10. :( Sore loser.
- 11. :( :(
- 13. The Protagonist
- 14. The Protagonist You cannot seduce everyone at once.
- 15. User Target Groups By Importance (example) Motivated Prospects (alphas) Skeptical Prospects (betas) Uninterested Losers (gammas) 0 37.5 75 112.5 150 Who do you need to seduce for your client?
- 16. Primary Audience / User Group Skeptical Prospects (betas) 0 37.5 75 112.5 150 Who do you need to seduce for your client?
- 17. Who is the protagonist? • read and do market research • listen to client input • study analytics • ask around • think deeply • use your intuition • make personas
- 18. Who is the protagonist? • what is he like? • what motivates her? • how does he play? • what does she have no patience for? • what are his values? • why won’t she return my calls?
- 19. You may have to guess. It’s better to take a position that’s imperfect than to fail to take a position.
- 20. The Story
- 21. The Story What happens to the protagonist in pursuit of an objective?
- 22. Story is not a deprecated feature.
- 23. Story
- 24. Story Is the most enduring form of communication in human history.
- 25. Story is not its narration. Whether by an authoritative voice or the collective voice.
- 26. Story
- 27. Story Embodies claims in addition to overtly making them.
- 28. Story Is trend & technology agnostic.
- 29. Story Is trend & technology agnostic. Not 1.0
- 30. Story Is trend & technology agnostic. Not 1.0 Not 2.0 either
- 31. The story of the website is the seduction, and the story of the seduction, of the protagonist, by the story of the website.
- 32. Build the story’s unfolding.
- 33. Build the story’s unfolding. WTF? And how?
- 35. Use Information Architecture! • Navigation indices & labels
- 36. Use Information Architecture! • Navigation indices & labels • Organization principles
- 37. Use Information Architecture! • Navigation indices & labels • Organization principles • Language and tone
- 38. Use Information Architecture! • Navigation indices & labels • Organization principles • Language and tone • Interaction patterns
- 39. Use Information Architecture! • Navigation indices & labels • Organization principles • Language and tone • Interaction patterns • Tell + show + engage
- 40. Use Information Architecture! • Navigation indices & labels • Organization principles • Language and tone • Interaction patterns • Tell + show + engage • Titles, headings, guide text
- 41. Use Information Architecture! • Navigation indices & labels • Organization principles • Language and tone • Interaction patterns • Tell + show + engage • Titles, headings, guide text • Become Chuck Woolery
- 42. The litmus test: Does this - this hierarchy, this section, this page, this language, this device, etc. - support the protagonist as he pursues his goal in the story.
- 43. Unless the answer is an honest “yes,”
- 44. Unless the answer is an honest “yes,” It has to go.
- 45. Get it right.
- 46. Get it right. Don’t we always?
- 48. Test your hypotheses. • Conduct formal testing
- 49. Test your hypotheses. • Conduct formal testing • Testers
- 50. Test your hypotheses. • Conduct formal testing • Testers • Actual Users
- 51. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing
- 52. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing • Friends, lovers, Twitter pals
- 53. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing • Friends, lovers, Twitter pals • Coworkers & stakeholders
- 54. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing • Friends, lovers, Twitter pals • Coworkers & stakeholders • Measure results
- 55. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing • Friends, lovers, Twitter pals • Coworkers & stakeholders • Measure results • Analytics
- 56. Test your hypotheses. • Conduct formal testing • Testers • Actual Users • Conduct informal testing • Friends, lovers, Twitter pals • Coworkers & stakeholders • Measure results • Analytics • Anecdotes
- 57. Keep reaching.
- 58. The End.
- 59. The End. Thank you!
Editor's Notes
- WHAT IS INFORMATION ARCHITECTURE? There’s a lot of to-do lately about what people like me ought to be called, and Whitney Hess is going to give you a knock-em-dead presentation on exactly this topic. For me, “User Experience” is the very broadest, most generic description of what we’re trying to protect when we make websites. This is true whether you’re on a team or you’re freelancing, whether you have multiple responsibilities or work in a silo. My responsibilities range from business strategy to interaction design, and I am called an IA.
- WHAT IS INFORMATION ARCHITECTURE? There’s a lot of to-do lately about what people like me ought to be called, and Whitney Hess is going to give you a knock-em-dead presentation on exactly this topic. For me, “User Experience” is the very broadest, most generic description of what we’re trying to protect when we make websites. This is true whether you’re on a team or you’re freelancing, whether you have multiple responsibilities or work in a silo. My responsibilities range from business strategy to interaction design, and I am called an IA.
- I do marketing websites. We don't get asked to make a lot of cool gizmos for users to play with or build software. Our clients are selling goods and services, and they want our websites to effect conversions. Marketing website is different from app or game. Different from tool in and of itself. There are marketing goals. Conversion. Concepts of alphas, betas, and gammas. Who is the site for? How does alpha arrive? Beta? Gamma?
- I do marketing websites. We don't get asked to make a lot of cool gizmos for users to play with or build software. Our clients are selling goods and services, and they want our websites to effect conversions. Marketing website is different from app or game. Different from tool in and of itself. There are marketing goals. Conversion. Concepts of alphas, betas, and gammas. Who is the site for? How does alpha arrive? Beta? Gamma?
- Clients have one set of needs & users may or may not care about what client wants them to care about. Who are they selling to? Their board or their customers? Listening to stakeholders will tell you one thing. User observation will tell you another. DO BOTH Who is the site for? How does alpha arrive? Beta? Gamma?
- Clients have one set of needs. Users may or may not care about what client wants them to care about. Board/stakeholders will tell you one thing. User observation will tell you another. Who are they selling to? Their board or their customers? Who is the site for? How does alpha arrive? Beta? Gamma?
- Website is not an auditorium. At best, it’s a date. But it’s okay for it to be a campfire. Isolate the primary group and speak to them.
- Get inside the mind of that protagonist Understand who they are If you want a girl to fall for you, don't talk all about you you you. You ask about her. Find our her interests. Do things she likes to do. Show her you are her type of guy - don't tell her about it. You don't seduce a lot of women by being an obvious narcissist (you have to hide it).
- Get inside the mind of that protagonist Understand who they are If you want a girl to fall for you, don't talk all about you you you. You ask about her. Find our her interests. Do things she likes to do. Show her you are her type of guy - don't tell her about it. You don't seduce a lot of women by being an obvious narcissist (you have to hide it).
- Website is a story into which the protagonist can project himself and of which he is the center and by which his needs and the client’s objectives are merged.
- FORGET THE 1.0, 2.0 NONSENSE. Our job is to know preserve the timeless even when the trendy threatens its apparent validity, to combine it with the popular, in short to use all the best means at our disposal to make a story. And timeless does exist. People trust it and enjoy it. Consider this: Each of us has come here today, more or less by horse and buggy, to sit in some really comfortable chairs and look at pictures and words while people talk to you. Is that worthwhile? Is it connecting? Enriching? Motivating? Do you think of it as outmoded? You obviously don't resist \"using\" that paradigm. Here you are.
- This is the 1.0 vs. 2.0 nonsense we need to erase from our egos and consciousness.
- Show, don’t tell? Show AND Tell.
- In other words, the story is about the protagonist. The website is about the user. First generation brochureware site: Reader is onlooker. Second generation brochureware site: Reader can project himself into story (voice change) Evolution: Reader becomes contributor. -projection into story is one aspect (1.0) -involvement in the story is a second (2.0)
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