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Closing the
Findability Gap
8 better practices from
information architecture


Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
Hello, my name is Lou




 www.louisrosenfeld.com | www.rosenfeldmedia.com
Closing the Findability Gap: 8 better practices from information architecture
The state of
contemporary
  findability
Some questions that you
probably can’t answer
• Who are your content’s primary audiences?
• What are the five major tasks and needs
  each has?
• Are you satisfying those tasks and needs?
• What data support your thinking?
• How do you measure success?
Why can’t we get
findability right?

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Closing the Findability Gap: 8 better practices from information architecture

  • 1. Closing the Findability Gap 8 better practices from information architecture Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
  • 2. Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
  • 5. Some questions that you probably can’t answer • Who are your content’s primary audiences? • What are the five major tasks and needs each has? • Are you satisfying those tasks and needs? • What data support your thinking? • How do you measure success?
  • 6. Why can’t we get findability right?
  • 7. Why can’t we get findability right?
  • 8. Why can’t we get findability right? • We don’t know how to diagnose
  • 9. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure
  • 10. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations
  • 11. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers
  • 12. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers • Short-term thinking
  • 13. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers • Short-term thinking • Semantic illiteracy
  • 17. Information architecture: 8 better practices for findability 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating 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
  • 19. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 20. 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
  • 21. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 22. 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
  • 23. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 24. 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
  • 25. (and the tail is quite long)
  • 26. (and the tail is quite long)
  • 27. (and the tail is quite long)
  • 28. (and the tail is quite long)
  • 29. (and the tail is quite long)
  • 30. The Long Tail is (and the tail is quite long) much longer than you’d suspect
  • 32. It’s Zipf’s World; we just live in it A little... • queries • tasks • ways to navigate • features • documents ...goes a long way
  • 36. UNVERIFIED RUMOR: 90% of Microsoft.com content
  • 37. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed...
  • 38. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once
  • 39. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY:
  • 40. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON
  • 41. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON THE STUFF
  • 42. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON THE STUFF THAT MATTERS!
  • 44. from Christian Rohrer: http://is.gd/95HSQ2
  • 45. Balanced research leads to true insight, new opportunities from Christian Rohrer: http://is.gd/95HSQ2
  • 46. 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)
  • 48. Steward Brand’s Pace Layering model Typical design focus Stuff that gets ignored: mission, vision, charter, goals, KPI, objectives
  • 56. The missing metrics of in-betweenness • Orientation (“What can I do here?”) • Engagement (“I like this; do you?”) • Connection/cross-promotion (“What goes with this?”) • Authority (“I trust this”) • and many more...
  • 59. Contextual navigation: your site’s desire lines Determine through content modeling, site search analytics
  • 60. Contextual navigation: your site’s desire lines Determine through content modeling, site search analytics Deep navigation requires content modeling: a better approach to deep IA and content structuring
  • 61. Important content objects emerge concert calendar from content modeling (example: BBC) album pages artist descriptions TV listings album reviews discography artist bios
  • 62. Important content objects emerge concert calendar from content modeling (example: BBC) album pages artist descriptions TV listings Content that matters most album reviews discography artist bios
  • 63. Important metadata attributes emerge from content modeling
  • 64. Important metadata attributes emerge from content modeling Metadata that matters most
  • 68. ...by contextualizing “advanced” features, focusing on revision search session patterns 1. solar energy 2. how solar energy works
  • 69. ...by contextualizing “advanced” features, focusing on revision search session patterns 1. solar energy 2. how solar energy works search session patterns 1. solar energy 2. energy
  • 70. ...by contextualizing “advanced” features, focusing on revisionsearch 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
  • 71. ...by contextualizing “advanced” features, focusing on revision 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
  • 72. ...by contextualizing “advanced” features, focusing on revision 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
  • 73. Recognizing specialized queries (e.g., proper nouns, dates, unique ID#s)
  • 77. Content objects from product content model ...and designing specialized search results
  • 78. Poor search results returned by search engine Content objects from product content model ...and designing specialized search results
  • 80. Yes, manual effort is still as important as tools
  • 81. Yes, manual effort is still as important as tools Narrow, deep content access
  • 82. Vanguard’s Tax Center is a simple, low-tech, editorial
  • 83. Vanguard’s Tax Center is a simple, low-tech, editorial ...to editorially rich content
  • 86. Manually selected results ...complement raw results
  • 87. 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
  • 89. Your site is a moving target built on moving targets
  • 90. Impact of change on design (queries)
  • 91. Impact of change on design (queries) Interest in the football team: going...
  • 92. Impact of change on design (queries) Interest in the football team: going... ...going...
  • 93. Impact of change on design (queries) Interest in the football team: going... ...going... gone
  • 94. Impact of change on design (queries) Time to Interest in the study! football team: going... ...going... gone
  • 96. Before Tax Day IRS before Tax Day
  • 98. After Tax Day IRS after Tax Day
  • 99. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating 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
  • 100. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating 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 Let’s stop boiling the ocean
  • 101. Say hello Lou Rosenfeld lou@louisrosenfeld.com Rosenfeld Media  www.louisrosenfeld.com | @louisrosenfeld www.rosenfeldmedia.com | @rosenfeldmedia

Editor's Notes

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  12. http://www.semanticreview.com/images/semantic-data.jpg\n
  13. http://www.semanticreview.com/images/semantic-data.jpg\n
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  16. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  17. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  18. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  19. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  20. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  21. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  22. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  23. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  24. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  25. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
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  43. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  44. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  45. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  46. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  47. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
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  71. Onion courtesy Eva-Lotta Lamm\n
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