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Information Architecture
& Content Strategy
November 7, 2012




Deloitte Digital Andy Fitzgerald
Information Architecture &
Content Strategy

  Context: why now?

  Information Architecture & Content Strategy defined

  ...
Context
Übermind
Showtime Anytime




          showtime tablet image
Current Process

Some wins:
   Translation, not “porting”
   Targeting consistent brand experience, as opposed to
   ident...
Information architecture
& content strategy
“Architecture enables environments for
inhabitation; information architecture enables
      environments for understanding...
Information architecture happens
     by design or by default.
Context


Content          Users



     Adapted from Information Architecture for the World Wide Web,
                   ...
Information Architecture

  IA is the structural design of information systems,
  interactive services, and user experienc...
Information Architecture

  Taxonomies & ontologies
  Controlled vocabularies
  Navigation maps
  Metadata maps
  Search f...
Information Architecture

Builds bridges between:
   Users & content
   Strategy & tactics
   Platforms & channels
   Rese...
Content Strategy

  CS is the practice of planning for the creation, delivery,
  and governance of useful, usable content....
Content Strategy

  Content audits & inventories
  Metadata framework assessments
  Gap analyses
  Page tables
  Content s...
Content Strategy

Identify and plan for content that:
   Supports key business objectives
   Supports users in completing ...
What vs. How

  Together, Information Architecture and Content Strategy
  describe “what.”


  Once an agreed-upon underst...
Integration
2011 UX Process
Revised UX Process
Proposed UX Process
Proposed UX Process




  Integrates research into   Identifies content &
  entire design process      capability gaps earl...
Proposed UX Process




      Working deeper in the value stack


      Focusing more on activities, less on artifacts
Pace Layering
Pace Layering

As applied to information design:
   content & value proposition are “slow-moving” layers
   navigation sch...
Focus on Activities over Artifacts

  Cross-disciplinary discovery & ideation

  Project-tailored tasks

  Heuristics-base...
Design activities
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
Information Architecture & Content Strategy
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In internal presentation on Information Architecture and Content Strategy. Given at Deloitte Digital's Seattle Übermind Studio, November 11th, 2012.

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Information Architecture & Content Strategy

  1. Information Architecture & Content Strategy November 7, 2012 Deloitte Digital Andy Fitzgerald
  2. Information Architecture & Content Strategy Context: why now? Information Architecture & Content Strategy defined IA & CS integration with current processes IA & CS in action What next: participating, getting involved & learning more
  3. Context
  4. Übermind
  5. Showtime Anytime showtime tablet image
  6. Current Process Some wins: Translation, not “porting” Targeting consistent brand experience, as opposed to identical visual/interaction experience Remaining challenges: Work is informed by technology-specific organization Adaptation work must be repeated for each new platform Each design is ultimately not forward compatible
  7. Information architecture & content strategy
  8. “Architecture enables environments for inhabitation; information architecture enables environments for understanding.” –Jorge Arango, “Architectures”
  9. Information architecture happens by design or by default.
  10. Context Content Users Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
  11. Information Architecture IA is the structural design of information systems, interactive services, and user experiences. IA accounts for the organization, search, and navigation systems that help people to complete tasks, find what they need, and understand what they’ve found. Adapted from Information Architecture for the World Wide Web, by Louis Rosenfeld & Peter Morville
  12. Information Architecture Taxonomies & ontologies Controlled vocabularies Navigation maps Metadata maps Search functionality specifications Use cases User flows Strategy reports
  13. Information Architecture Builds bridges between: Users & content Strategy & tactics Platforms & channels Research & practice
  14. Content Strategy CS is the practice of planning for the creation, delivery, and governance of useful, usable content. CS tasks create a quantitative and qualitative assessment of site or application content in order to identify surplus and gaps and to plan for the site or application’s future needs. Adapted from Content Strategy for the Web, by Kristina Halvorson
  15. Content Strategy Content audits & inventories Metadata framework assessments Gap analyses Page tables Content style guides Process workflow diagrams
  16. Content Strategy Identify and plan for content that: Supports key business objectives Supports users in completing tasks Supports consistent brand messaging Supports consistent user experience across multiple contexts & devices
  17. What vs. How Together, Information Architecture and Content Strategy describe “what.” Once an agreed-upon understanding of “what” is established, subsequent design phases (interaction design, visual design) can move on to “how” with a clear sense of the goals and priorities of the underlying value proposition.
  18. Integration
  19. 2011 UX Process
  20. Revised UX Process
  21. Proposed UX Process
  22. Proposed UX Process Integrates research into Identifies content & entire design process capability gaps early on Clarifies project goals Simplifies interaction Creates a scalable IA design decisions foundation Creates accountability
  23. Proposed UX Process Working deeper in the value stack Focusing more on activities, less on artifacts
  24. Pace Layering
  25. Pace Layering As applied to information design: content & value proposition are “slow-moving” layers navigation schema, interaction models & device deployment are “fast-moving” layers Understanding the role of each layer allows us to: purposefully adjust individual components pivot instead of react when confronted with new contexts, constraints & opportunities
  26. Focus on Activities over Artifacts Cross-disciplinary discovery & ideation Project-tailored tasks Heuristics-based analysis Emphasis on problem solving Deliverables as the result of activities
  27. Design activities
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In internal presentation on Information Architecture and Content Strategy. Given at Deloitte Digital's Seattle Übermind Studio, November 11th, 2012.

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