Core+Paths: A Design Framework for Findability, Prioritization and Value


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Presentation for IASummit07 in Las Vegas, by Are and Mona Halland.

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  • I have been an IA for the last 10 years, and over these years I have come to one simple insight. So this insight obiviously took me some time to arrive to – and that’s why I’m so excited to get this opportunity to share it with you guys. I have come to believe is that one small change in our thinking as IAs could possibly help all of us make better, more relevant and more valuable products. Let’s see if you agree…
  • Core+Paths: A Design Framework for Findability, Prioritization and Value

    1. 1. Core+Paths Are Gjertin Urkegjerde Halland Mona Sverrbo Halland Senior Information Architects A Design Framework for Findability, Prioritization and Value
    2. 2. Agenda <ul><li>Why a new framework? </li></ul><ul><ul><li>Seven Deadly Sins of IA </li></ul></ul><ul><li>Introducing Core+Paths </li></ul><ul><ul><li>Core </li></ul></ul><ul><ul><li>Inward Paths </li></ul></ul><ul><ul><li>Outward Paths </li></ul></ul>
    3. 3. Seven Deadly Sins of IA
    4. 4. (1) Sin of Abstraction ” When you go too far up, abstraction-wise, you run out of oxygen. Sometimes smart thinkers just don’t know when to stop, and they create these absurd, all-encompassing, high-level pictures of the universe that are all good and fine, but don’t actually mean anything at all .” - Joel Spolsky
    5. 5. (2) Sin of Introvercy © Joshua Porter: Home alone? The role of content aggregators
    6. 6. (3) Sin of Isolation
    7. 7. (4) Sin of Information Overload 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 100 Exabytes 12 Exabytes All info / year Unique info / year All human documents produced last 40.000 years © Stuart Park, based on Lesk, Berkeley SIMS, Landauer, EMC
    8. 8. (5) Sin of Navigation Overload
    9. 9. (5) Sin of Navigation Overload
    10. 10. (6) Sin of Futility Missed opportunity Toget går
    11. 11. (6) Sin of Futility Business Value Calls to Action Social Value
    12. 12. (7) Sin of Logophobia
    14. 14. We need to start with The Core
    15. 15. How to design for Core+Paths Offer relevant Outward Paths from the Core (Calls to Action that meet user, business and social needs) Design Inward Paths to the Core (SEO, facets, menus, search, RSS, newsletters – any mean available) Prioritize and design the Core (satisfy user goals through prioritized content and functionality)
    16. 16. Core, Inward and Outward Paths Core Most optimal unit of consumption Balance business and user goals
    17. 17. Example: Municipality Core: Services , i.e. kindergarden Frontpage Internal search Google/SEO Incoming links Newsletters Brochures RSS feeds Online application Offline application Contacts Print Forward to friend Map of kindergardens Links to kindergardens
    18. 18. User goals Business Goals Inward Paths Outward Paths Calls to action Trigger words Core elements Core content/functionality Supporting information, navigation and Outward Paths
    19. 19. Prioritize most important element
    20. 20. Provide supporting info as needed
    21. 21. Simplicity and infodesign for tasks
    22. 22. The Core can also be distributed
    23. 23. Good web apps have good Cores
    24. 24. Core Variations Core Page Multiple Cores Core Flow Core Template Long Tail Core Distributed Core
    25. 25. Designing Inward Paths to the Core Internal search Frontpage RSS feeds Open APIs Affiliates Newsletters Google/SEO
    26. 26. Outward Paths: Calls to action Add to cart Buy used Add to wish list Others who bought… You might also.., Rate this item Tag this item
    27. 27. Themes and References Calls to Action Captology Persuasion Tunelling Rhetorics Kairos Persuasion Paths Conversion Statistics ROI Social Design Tagging Recommendation Systems Viral Marketing Social Media Optimization Inward Paths Core Outward Paths Findability Prioritization Value Epicenter Design Copy as interface Simplicity Getting Real Adaptive Design Agile Development Flow Human Information Interaction Sensemaking Hub-Spoke IA2.0 Microformats Semantic Web APIs Personal InfoClud Search Engine Optimization Ads Links Search Marketing Feeds Newsletters Affiliates Information scent Offline marketing Site navigation Facets Residue Attraction Tags Taxonomies Site Search Best Bets Link-rich frontpages
    28. 28. Alternative Uses of Core+Paths <ul><li>Simple, Adaptive Tool for Thinking </li></ul><ul><li>Support for Intuition </li></ul><ul><li>Jump Start Concept </li></ul><ul><li>Zoom in Concept without Lock-in </li></ul><ul><li>Set Redesign Priorities </li></ul><ul><li>Client Communication </li></ul><ul><li>Fighting Frontpage Focus </li></ul>
    29. 29. Try it! Core Inward Paths Outward Paths
    30. 30. And Let’s Build a Beautiful Information Universe!
    31. 31. Questions? Comments? [email_address] +47 908 70 026
    32. 32. Development Processes
    33. 33. Development Processes
    34. 34. The Doughnut Problem ? Strategy Personas Sitemaps Wireframes User journeys Prototypes Ontologies Taxonomies Use Cases Process Flows Scenarios Usier stories Affinity Diagrams Controlled Vocabularies