C o n d u c t in g A n
As s e s s me nt
Using Information Architecture Heuristics
presented by:
Ab b y C o ve rt
@ b b y _T h e _I A
A

REMINDERS– The rules of heuristic use
1. Put on your user shoes: Forget where
you work and what your job is.
2. Put on your user goggles: None of
these principles matter without
understanding the context of use and who
your users are.
3. Say “I am not my user”: Never use
heuristic review as a replacement for user
research.

The 10 Principles

Activity Instructions
Step 1: identify Tasks and Channels for evaluation
Task Channel (Context)
List 3 core tasks you expect List the channels that their path
your audience to value over will put them into contact with
others and in what context.

Example:
Task Channel (Context)
Buying a pair of shoes and • Website (browsing)
feeling comfortable about her • eCommerce (purchase)
purchase. • Email (confirmation)
• Mobile (checking email)
• Social (bragging)

Step 2: Prioritize Principles by context, group evaluation by principle
Principle Context & Expectations Pre Test Score
List each principle in Provide notes on the Assign a pre test
order of importance tasks that make score against each
based on the each principle principle
coverage of the essential.
Good range to use is grade
outlined tasks and
•A = Above average in current
organizational List any expectations implementation
priorities. you anticipate from •F = Not acceptable in current
implementation
users
For details on the principles and guiding questions, visit:
http://abbytheia.wordpress.com/2012/02/04/ia_heuristics/

Example
Principle Context & expectations for review Pre Test Score
1. Accessibility We need to be able to be used on B
a mobile device yet we have never
put any money towards that effort.
2. Clear Our offering is complex and we B-
need to focus on clarity yet we also
understand that we may not be
where we need to be because of
never agreeing on our offerings.

Step 3: Group Findings by Priority
<Principle>
Finding Severity Impact if Fixed
List each major finding in Critical: Affecting the Describe what would be
as much detail as you ability to complete a task improved if this was
feel you need to tell the fixed. Think not just
story and capture the Medium: Affecting about users, but also
severity. brand reputation or about organizational
perception of experience efficiency
Note: there will be
overlap, so condense Low: Non-impacting
after your analysis where issues that would be nice
needed. to fix

Example
Accessibility
Finding Severity Impact if Fixed
Email template is not Medium: Affecting Users are not using
mobile friendly and had brand reputation or email to its full
several instances of perception of experience advantage today
broken links when because of the lack of
interacted on mobile mobile friendly style
devices sheet. We expect a
uptick in email click
through rate if mobile
optimized.

Step 4: Revisit Measurement, Post Improvements
Principle High Level Findings Pre Test Today
List each principle in • Bullets level, hard hitting Old New
order of importance highlights Score Score
(as established in step 2)

Example
Principle High Level Findings Pre Test Today
Accessibility • Email is a channel that we now B C
understand is highly
inaccessible via email

Where to go next…
• Use the negative findings as areas to probe in analytics
and user testing
• Complete the same methodology on your competitors
and see where you score comparatively
• Provide better input into the road-mapping process for
future enhancements and improvements

th a n k yo u
• For listening
• For caring
• For making the internet a better place
Twitter: @Abby_The_IA
Email: abby@understandinggroup.com
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