Dk+st uxpa

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  • My name is Dan Klyn and I’m a co-founder and information architect at The Understanding Group in Ann Arbor and Grand Rapids, Michigan
  • Shari Thurow is founder and chief awesome officer at Omni Marketing Interactive in Chicago
  • We’re currently both serving on the board of Directors for the IA Institute, and are glad for the opportunity to talk about information architecture with usability and UX folks like yourselves, and if you become interested in what we present today and would like to learn more about IA the IAI is a great place to learn more.
  • Another great way to learn more about IA is at the IAI’s free global event for information architecture each year called World IA Day. Next year’s WIAD takes place on February 15 in 16 locations worldwide. And it’s 16 locations because of this:
  • This book – IA for the WWW – was published in February of 1998 and WIAD was created in part to commemorate and recognize this book and its importance in socializing the concept of information architecture as a critical part of the design of large-scale websites.The last – and as far as I know final edition of the polar bear book was published in 2007. And many of us who’re teaching IA in colleges and universities have found the book to be increasingly less comprehensive as the years go by and as the ways that people interact with information become pervasive, and multiply in complexity.
  • In 1998, if you were talking about the architecture of “places made of information” you’d have been told that that’s a nice metaphor. And if you’d have asked a political scientist to name the places in the world where the most important social and political events were happening, you’d have heard about Eastern Europe or The Middle East or North or North and South Korea. Today, ask that same question… if you were to ask “where did the Arab Spring happen”…. you might hear Tunisia or Egypt but more likely you’d hear Facebook and Twitter. This is not a metaphor. These are real places, made of information. Places we inhabit. And many of these places, like some of the buildings we live and dwell in, require specific architectures to support the activities people want or need to engage in in these places.
  • At the advent of the WWW, you might look to an information architect to devise an organization scheme for your website, and to develop a sitemap to explain the hierarchy of the information to be navigated on the site. Today, many of the products and services we work on can’t be represented in a sitemap, or be effectively structured on the basis of hierarchies (especially fixed hierarchies). The complexity and contradiction of what people and businesses want to see happen among users and across channels and devices in digital space is breathtaking.
  • So how does IA earn its keep if we’re no longer able to make a sitemap or “do the navigation”? For some of us, including my friend Jorge Arango, IA has never been primarily about sitemaps or wireframes or doing the navigation. And while some of the tactical stuff in the Polar Bear Book might be mostly played out in 2013, underneath it and connecting it back to the IA work done in the 1960s and 1970s is the idea that IA is and has always been about meaning. And about making structures to support, enhance and extend that meaning.
  • I realize that this definition of IA may be different than the one you came to the session with today. And that’s OK. What I’d like to do is propose a model for understanding information architecture that obtains in any context. In any decade. For any matter of communication: print or digital or hybrid. A way to identify the elements of products and services that’re information architectural in nature and to ensure what Louis Kahn called “a society” among those elements.The model is ontology, taxonomy and choreography.I used to work as a bicycle mechanic in High School, and one thing I learned doing that job was about how gears work, and the perhaps counter-intuitive way that the littlest gear does most of the work in the system of a bicycle. The littlest and most important gear in this system is ontology. Our particular meaning. What we mean when we say what we say.
  • Dk+st uxpa

    1. 1. Understanding Information Architecture By Dan Klyn and Shari Thurow 2013 UXPA Conference Washington D.C. July 12, 2013
    2. 2. UXPA Conference – Washington D.C. 2013
    3. 3. UXPA Conference – Washington D.C. 2013
    4. 4. UXPA Conference – Washington D.C. 2013
    5. 5. UXPA Conference – Washington D.C. 2013
    6. 6. UXPA Conference – Washington D.C. 2013
    7. 7. Places Made of Information UXPA Conference – Washington D.C. 2013
    8. 8. Places Full of Complexity and Contradiction UXPA Conference – Washington D.C. 2013
    9. 9. “information architecture is the only field I‟m aware of that is concerned with the structural integrity of meaning across contexts. Anyone who questions the relevance of IA by diminishing it to “just” website navigation in 2013 is talking about their understanding of the state of the profession 15 years ago” -- Jorge Arango past President of The Information Architecture Institute UXPA Conference – Washington D.C. 2013
    10. 10. A Model for Understanding Information Architecture Arrangement of the parts. Ontology Particular meaning. Rules for interaction among the parts. Choreography Taxonomy UXPA Conference – Washington D.C. 2013
    11. 11. Image pilfered from @inkblurt’s tweetstream UXPA Conference – Washington D.C. 2013
    12. 12. UXPA Conference – Washington D.C. 2013
    13. 13. UXPA Conference – Washington D.C. 2013
    14. 14. What Is The Meaning of App Store? UXPA Conference – Washington D.C. 2013
    15. 15. … How About Here? UXPA Conference – Washington D.C. 2013
    16. 16. What Is The Meaning of iTunes? UXPA Conference – Washington D.C. 2013
    17. 17. UXPA Conference – Washington D.C. 2013
    18. 18. UXPA Conference – Washington D.C. 2013
    19. 19. UXPA Conference – Washington D.C. 2013 taxonomy Arrangement of the parts ontology Particular meaning
    20. 20. UXPA Conference – Washington D.C. 2013
    21. 21. Taxonomy = Arranging Meaning in Context UXPA Conference – Washington D.C. 2013
    22. 22. Taxonomy = Arranging Meaning in Context UXPA Conference – Washington D.C. 2013
    23. 23. Taxonomy = Arranging Meaning in Context UXPA Conference – Washington D.C. 2013
    24. 24. Taxonomy = Arranging Meaning Across Contexts UXPA Conference – Washington D.C. 2013
    25. 25. Taxonomy = Arranging Meaning Across Contexts UXPA Conference – Washington D.C. 2013
    26. 26. A Model for Understanding Information Architecture Arrangement of the parts. Ontology Particular meaning. Rules for interaction among the parts. Choreography Taxonomy UXPA Conference – Washington D.C. 2013
    27. 27. Choreography = Rules For How The Parts May Interact UXPA Conference – Washington D.C. 2013
    28. 28. UXPA Conference – Washington D.C. 2013
    29. 29. UXPA Conference – Washington D.C. 2013
    30. 30. Choreography: Appropriate Unfolding? UXPA Conference – Washington D.C. 2013
    31. 31. Choreography: Appropriate Unfolding? UXPA Conference – Washington D.C. 2013
    32. 32. UXPA Conference – Washington D.C. 2013 Ontology Arrangement of the parts Particular meaning Rules for interaction among the parts. Choreography
    33. 33. A Model for Understanding Information Architecture Arrangement of the parts. Ontology Particular meaning. Rules for interaction among the parts. Choreography Taxonomy UXPA Conference – Washington D.C. 2013
    34. 34. UXPA Conference – Washington D.C. 2013
    35. 35. UXPA Conference – Washington D.C. 2013
    36. 36. UXPA Conference – Washington D.C. 2013
    37. 37. Findability is critical facet of UX: UXPA Conference – Washington D.C. 2013 desirable useful valuable accessible credible usable findable desirable useful valuable accessible credible usable findable desirable useful valuable accessible credible usable findable http://semanticstudios.com/publications/semantics/000029.php
    38. 38. The facet I focus on: UXPA Conference – Washington D.C. 2013 find•a•bil•i•ty [fahynd-duh-bil-i-tee] −noun a. The quality of being locatable or navigable. b. The degree to which a particular object is easy to discover or locate. c. The degree to which a system or environment supports navigation and retrieval (search).
    39. 39. UXPA Conference – Washington D.C. 2013 Query (search) AskBrowse Adapted from diagram in Morville and Callender’s Search Patterns.
    40. 40. Search engine optimization is… UXPA Conference – Washington D.C. 2013 …optimizing an interface for search engines.
    41. 41. UXPA Conference – Washington D.C. 2013
    42. 42. Search engine optimization is… UXPA Conference – Washington D.C. 2013 People (Searchers) Search Engines SEARCH-ENGINE FRIENDLY …optimizing an interface for people who use search engines. technology- centered design user- centered design
    43. 43. “I overheard a senior vice president say, „…and then we‟ll get the SEO fairies to sprinkle magic pixie dust and everything will be swell!‟ It was a joke, but there‟s truth in every joke. What did he mean by magic pixie dust? There is no such thing in SEO.” -- http://searchengineland.com/why-seo-needs-its-own- reputation-management-64637 SEO is not…
    44. 44. Search engine optimization is… UXPA Conference – Washington D.C. 2013 • …optimizing a website for people who use search engines. • SEO professionals are concerned with: – Labeling website content so that it is easy to find – Organizing website content so that it is easy to find – Ensuring search engines have access to desired content – Ensuring search engines don’t have access to undesirable content • Applies to both: – Web search engines – Site search engines
    45. 45. Also applies: UXPA Conference – Washington D.C. 2013 • Human users • Non-human users Desktop Notebook Tablet Mobile
    46. 46. Fundamental building blocks of SEO: UXPA Conference – Washington D.C. 2013 Architecture and Design Keywords and Labels Link Development and Social Searcher Goals
    47. 47. UXPA Conference – Washington D.C. 2013
    48. 48. Architecture, navigation, and layout: UXPA Conference – Washington D.C. 2013 Most important Least important
    49. 49. On-the-page criteria: UXPA Conference – Washington D.C. 2013 On-the-page criteria Architecture and Design Keywords and Labels Link Development and Social Searcher Goals
    50. 50. Off-the-page criteria: UXPA Conference – Washington D.C. 2013 Off-the-page criteria Keywords and Labels Architecture and Design Link Development and Social Searcher Goals
    51. 51. What searchers and search engines determine: UXPA Conference – Washington D.C. 2013 Architecture and Design Keywords and Labels Link Development and Social Searcher Goals Infrastructure & Scent Aboutness Validation & Credibility Searcher Goals =
    52. 52. Web searcher goals: UXPA Conference – Washington D.C. 2013 Navigational (Where can I go?) Transactional (What can I do?) Informational (What can I learn/know?)
    53. 53. Navigational queries: UXPA Conference – Washington D.C. 2013 Re-find Known content/site
    54. 54. Go = navigational: UXPA Conference – Washington D.C. 2013
    55. 55. Even if a site has a #1 position: UXPA Conference – Washington D.C. 2013 3
    56. 56. Searchers don’t want this: UXPA Conference – Washington D.C. 2013
    57. 57. C Informational queries: UXPA Conference – Washington D.C. 2013 Answer to question Quick fact ListRead reviews
    58. 58. Know/learn = informational: UXPA Conference – Washington D.C. 2013
    59. 59. C Transactional queries: UXPA Conference – Washington D.C. 2013 Watch a video Listen to music Look at pictures Download
    60. 60. Do = transactional: UXPA Conference – Washington D.C. 2013
    61. 61. SEO professionals also want this: UXPA Conference – Washington D.C. 2013 3
    62. 62. Mobile queries: UXPA Conference – Washington D.C. 2013 Quick fact Location Personal Information
    63. 63. UXPA Conference – Washington D.C. 2013 • We all have search responsibilities: – Keywords (labels) are important. – Treat most pages as a point of entry. – Don’t limit access to desired content. – Accommodate searching as well as browsing behaviors. – Be aware that some of your findability solutions can cause search engine problems (both web and site search engines). IA and usability decisions have a direct impact on findability.
    64. 64. The “blame” game: UXPA Conference – Washington D.C. 2013
    65. 65. UXPA Conference – Washington D.C. 2013 Thank you! sthurow@search-usability.com @sharithurow Search Engine Visibility From New Riders Companion site at: SearchEnginesBook.com When Search Meets Web Usability Companion site at: SearchMeetsUsability.com

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