Successfully reported this slideshow.

8 Information Architecture Better Practices

99

Share

1 of 83
1 of 83

8 Information Architecture Better Practices

99

Share

Download to read offline

Description

Closing keynote at Webvisions Barcelona, 7 July 2012.

Transcript

  1. 8 better practices from information architecture Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
  2. Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
  3. The state of contemporary findability
  4. Why can’t we get findability right? • Semantic illiteracy • Siloed organizations • Ill-equipped decision-makers prone to short-term thinking • We don’t know how to diagnose • We don’t know how to measure
  5. Information architecture: 8 better practices for findability 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  6. #1 Diagnosing the important problems
  7. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  8. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Not all queries are distributed equally
  9. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  10. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Nor do they diminish gradually
  11. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  12. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences 80/20 rule isn’t quite accurate
  13. (and the tail is quite long)
  14. (and the tail is quite long)
  15. (and the tail is quite long)
  16. (and the tail is quite long)
  17. (and the tail is quite long)
  18. The Zipf Curve, textually
  19. It’s Zipf’s World; we just live in it A little... • queries • tasks • ways to navigate • features • documents ...goes a long way
  20. unverified rumor alert
  21. unverified rumor alert 90% of Microsoft.com content
  22. unverified rumor alert 90% of Microsoft.com content has never been accessed...
  23. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
  24. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
  25. #2 Balancing our evidence
  26. from Christian Rohrer: http://is.gd/95HSQ2
  27. Balanced research leads to true insight, new opportunities from Christian Rohrer: http://is.gd/95HSQ2
  28. Lou’s TABLE OF OVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users' intentions and What they Users' behaviors (what's motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine what's happening happen Helps users achieve goals What they're Helps the organization meet (expressed as tasks or trying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in small What kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
  29. #3 Designing for the long-term
  30. Stewart Brand’s Pace Layering model Typical design focus Stuff that gets ignored: mission, vision, charter, goals, KPI, objectives
  31. #4 Measuring engagement
  32. Measuring conversions? No problem...
  33. ..measuring anything else? Good luck!
  34. The missing metrics of engagement • Orientation (“What can I do here?”) • Authority (“I trust this”) • Social (“Who else likes this?”) • Connection/cross-promotion (“What goes with this?”) • and many more...
  35. Conversation architecture uncovers levels of engagement Level 0: I visit site (unauthenticated) Level 1: I ask site a question (e.g., a search) Level 2: Site asks me a question (“can we save those settings?”) Level 3: Site suggests something to me (“you might also like this”) Level 4: Site acts on my behalf (“I’ve added this to your favorites list in case you’d like to reorder”) trust and value grow progressively
  36. #5 Supporting contextual navigation
  37. Contextual navigation: your site’s desire lines
  38. 1.Choose a content type (e.g., events) 
 2.Ask: “Where should users go from here?” 3.Analyze the 
 frequent queries from this content type from aiga.org 

  39. 
 
 
 
 
 
 Analyze frequent queries generated from each content sample
  40. Content models emerge (example: BBC) concert calendar album pages artist descriptions TV listings album reviews discography artist bios
  41. User studies are another great way to get at content models
  42. #6 Improving search across silos
  43. Reconsidering the search UI...
  44. ...convert “advanced” search into refinement
  45. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works
  46. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works search session patterns 1. solar energy 2. energy
  47. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns 1. solar energy 2. energy
  48. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy
  49. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy search session patterns 1. solar energy 2. solar energy news
  50. Design for specialized queries (e.g., proper nouns, dates, unique ID#s)
  51. ...and design specialized search results
  52. ...and design specialized search results
  53. ...and design specialized search results
  54. Content objects from product content model ...and design specialized search results
  55. Poor search results returned by search engine Content objects from product content model ...and design specialized search results
  56. #7 Combining design approaches effectively
  57. Yes, manual effort is still as important as tools
  58. Yes, manual effort is still as important as tools Narrow, deep content access
  59. Vanguard’s Tax Center is a simple, low-tech, editorial
  60. Vanguard’s Tax Center is a simple, low-tech, editorial ...to editorially rich content
  61. Manually selected results
  62. Manually selected results ...complement raw results
  63. Treat your content Each layer is cumulative; most important like an onion content is at the core information layer usability content strategy architecture indexed by search 0 engine leave it alone leave it alone squeaky wheel issues 1 tagged by users addressed refresh annually tagged by experts (non- test with a service 2 topical tags) (e.g., UserTesting.com) refresh monthly tagged by experts “traditional” lab-based titled according to 3 (topical tags) user testing guidelines content models for structured according 4 contextual navigation A/B testing to schema
  64. #8 Tuning designs over time
  65. Your site is a moving target built on moving targets
  66. Impact of change on design (queries)
  67. Impact of change on design (queries) Interest in the football team: going...
  68. Impact of change on design (queries) Interest in the football team: going... ...going...
  69. Impact of change on design (queries) Interest in the football team: going... ...going... gone
  70. Impact of change on design (queries) Time to Interest in the study! football team: going... ...going... gone
  71. IRS before Tax Day
  72. Before Tax Day IRS before Tax Day
  73. IRS after Tax Day
  74. After Tax Day IRS after Tax Day
  75. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  76. Say hello Lou Rosenfeld lou@louisrosenfeld.com Rosenfeld Media  www.louisrosenfeld.com | @louisrosenfeld www.rosenfeldmedia.com | @rosenfeldmedia

Editor's Notes

  • \n
  • \n
  • http://xkcd.com/773/\n
  • \n
  • \n
  • \n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Onion courtesy Eva-Lotta Lamm\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Description

    Closing keynote at Webvisions Barcelona, 7 July 2012.

    Transcript

    1. 8 better practices from information architecture Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
    2. Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
    3. The state of contemporary findability
    4. Why can’t we get findability right? • Semantic illiteracy • Siloed organizations • Ill-equipped decision-makers prone to short-term thinking • We don’t know how to diagnose • We don’t know how to measure
    5. Information architecture: 8 better practices for findability 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
    6. #1 Diagnosing the important problems
    7. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
    8. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Not all queries are distributed equally
    9. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
    10. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Nor do they diminish gradually
    11. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
    12. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences 80/20 rule isn’t quite accurate
    13. (and the tail is quite long)
    14. (and the tail is quite long)
    15. (and the tail is quite long)
    16. (and the tail is quite long)
    17. (and the tail is quite long)
    18. The Zipf Curve, textually
    19. It’s Zipf’s World; we just live in it A little... • queries • tasks • ways to navigate • features • documents ...goes a long way
    20. unverified rumor alert
    21. unverified rumor alert 90% of Microsoft.com content
    22. unverified rumor alert 90% of Microsoft.com content has never been accessed...
    23. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
    24. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
    25. #2 Balancing our evidence
    26. from Christian Rohrer: http://is.gd/95HSQ2
    27. Balanced research leads to true insight, new opportunities from Christian Rohrer: http://is.gd/95HSQ2
    28. Lou’s TABLE OF OVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users' intentions and What they Users' behaviors (what's motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine what's happening happen Helps users achieve goals What they're Helps the organization meet (expressed as tasks or trying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in small What kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
    29. #3 Designing for the long-term
    30. Stewart Brand’s Pace Layering model Typical design focus Stuff that gets ignored: mission, vision, charter, goals, KPI, objectives
    31. #4 Measuring engagement
    32. Measuring conversions? No problem...
    33. ..measuring anything else? Good luck!
    34. The missing metrics of engagement • Orientation (“What can I do here?”) • Authority (“I trust this”) • Social (“Who else likes this?”) • Connection/cross-promotion (“What goes with this?”) • and many more...
    35. Conversation architecture uncovers levels of engagement Level 0: I visit site (unauthenticated) Level 1: I ask site a question (e.g., a search) Level 2: Site asks me a question (“can we save those settings?”) Level 3: Site suggests something to me (“you might also like this”) Level 4: Site acts on my behalf (“I’ve added this to your favorites list in case you’d like to reorder”) trust and value grow progressively
    36. #5 Supporting contextual navigation
    37. Contextual navigation: your site’s desire lines
    38. 1.Choose a content type (e.g., events) 
 2.Ask: “Where should users go from here?” 3.Analyze the 
 frequent queries from this content type from aiga.org 

    39. 
 
 
 
 
 
 Analyze frequent queries generated from each content sample
    40. Content models emerge (example: BBC) concert calendar album pages artist descriptions TV listings album reviews discography artist bios
    41. User studies are another great way to get at content models
    42. #6 Improving search across silos
    43. Reconsidering the search UI...
    44. ...convert “advanced” search into refinement
    45. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works
    46. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works search session patterns 1. solar energy 2. energy
    47. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns 1. solar energy 2. energy
    48. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy
    49. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy search session patterns 1. solar energy 2. solar energy news
    50. Design for specialized queries (e.g., proper nouns, dates, unique ID#s)
    51. ...and design specialized search results
    52. ...and design specialized search results
    53. ...and design specialized search results
    54. Content objects from product content model ...and design specialized search results
    55. Poor search results returned by search engine Content objects from product content model ...and design specialized search results
    56. #7 Combining design approaches effectively
    57. Yes, manual effort is still as important as tools
    58. Yes, manual effort is still as important as tools Narrow, deep content access
    59. Vanguard’s Tax Center is a simple, low-tech, editorial
    60. Vanguard’s Tax Center is a simple, low-tech, editorial ...to editorially rich content
    61. Manually selected results
    62. Manually selected results ...complement raw results
    63. Treat your content Each layer is cumulative; most important like an onion content is at the core information layer usability content strategy architecture indexed by search 0 engine leave it alone leave it alone squeaky wheel issues 1 tagged by users addressed refresh annually tagged by experts (non- test with a service 2 topical tags) (e.g., UserTesting.com) refresh monthly tagged by experts “traditional” lab-based titled according to 3 (topical tags) user testing guidelines content models for structured according 4 contextual navigation A/B testing to schema
    64. #8 Tuning designs over time
    65. Your site is a moving target built on moving targets
    66. Impact of change on design (queries)
    67. Impact of change on design (queries) Interest in the football team: going...
    68. Impact of change on design (queries) Interest in the football team: going... ...going...
    69. Impact of change on design (queries) Interest in the football team: going... ...going... gone
    70. Impact of change on design (queries) Time to Interest in the study! football team: going... ...going... gone
    71. IRS before Tax Day
    72. Before Tax Day IRS before Tax Day
    73. IRS after Tax Day
    74. After Tax Day IRS after Tax Day
    75. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
    76. Say hello Lou Rosenfeld lou@louisrosenfeld.com Rosenfeld Media  www.louisrosenfeld.com | @louisrosenfeld www.rosenfeldmedia.com | @rosenfeldmedia

    Editor's Notes

  • \n
  • \n
  • http://xkcd.com/773/\n
  • \n
  • \n
  • \n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Onion courtesy Eva-Lotta Lamm\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • More Related Content

    Related Books

    Free with a 30 day trial from Scribd

    See all

    Related Audiobooks

    Free with a 30 day trial from Scribd

    See all

    ×