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How to Project into a Void

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How to Project into a Void

  1. 1. How to Project into A Void
  2. 2. Class Agenda • Why information architecture matters? • How do you project into a void? • Partner Exercise • What is the structure of this class? • Homework
  3. 3. Information Architecture (IA) is a practice of making sense
  4. 4. Objects aid us in discourse
  5. 5. Ontology: Do you know what you mean when you say what you say? Taxonomy: Have you provided logical structures that bring meaning to what you present? Choreography: How is meaning affected across various channels, over time and through usage? Ontology Taxonomy Choreography Critical Components Of IA* *HT  @DanKlyn
  6. 6. Unpacking IA • An “information architecture” is any structure that enables a user to make sense of something. • Information Architecture is not just a digital practice, although it has been mistaken as that since the early nineties • Information architectures are inherent in all forms of communication and design. • The quality of an information architecture can only be measured against the intent of the creator 7
  7. 7. Typical IA Problems • Too much information: Overwhelming use of messages and notifications • Not the right information: Confusions of meaning, intent and/or action • No information at all: Limited signals for people to understand what is happening, has happened or is about to happen next 8
  8. 8. Tools of IA • Ontological Clarifiers • Taxonomic Structures • Diagrammatic Techniques • User Research • Market Research • Organizational Research • Heuristic Evaluations 9
  9. 9. About my work 10
  10. 10. 2004 20112007 2008 2009 201020062005 First job as an Information Architect @ EMC Microsoft Practice. Design Lead Information Architect on innovation team @ Fidelity Investments Started information architecture practice in strategic healthcare agency. Director of Strategic Planning + UX @ Draftfcb Senior UX Planner @ DraftFCB AmericanSocietyofTraining-IntranetSystem MedicarePilotProgram -CallCenterApplication BankofAmerica-TalentManagementApplication TheHartfordInsurance-HR SelfServiceApplication StratexPartners-HR SelfServiceApplication PricewaterhouseCoopers-MarketingSiteRedesign KraftFoods-OnandOfflineEngagementProgram Prismacolor-MarketingSiteRedesign Sharpie-LiquidPencilSocialMediaLaunch Boston New Hampshire Chicago Abby The IA: Career Timeline JELL-O -FacebookAcquisitionProject Managing Partner @ TUG Bachelors in Graphic Design @ NEU Sharpie.com -DigitalMarketingPlatform HermanMiller-DigitalMarketingAssessment JSTOR -PersonaDevelopment 2012 New York City IDEA 2010 IA Summit 2010 Consultant & Teacher @ Parsons & General Assembly IA Summit 2012 Executive Producer for: Project Highlights IHOP -MenuSystem Redesign NIKE -DigitalSalesTools 2013 World IA Day NYC 2013 DerbyJackpot-StartupStrategySTAPLES -Content
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  12. 12. 14 Pancakes & Crepes French Toast & Waffles Omelettes Savory Classics Cover Pulsing the News Cover First Spread Second Spread Back Option 1: Mild Breakfast (4 Spreads) Other ( 2 Spreads ) Local = Varies by Location Breakfast Combinations Third Spread SimpleandFit Pancakes, Crepes, Waffles and French Toast Desserts and Beverages Savory Classics Cover Pulsing the News Cover First Spread Second Spread Back Option 2: Medium Breakfast (3 Spreads) Other ( 3 Spreads ) Local = Varies by Location Savory Breakfast Third Spread SimpleandFit SimpleandFit SimpleandFit Simple and Fit Breakfast Desserts and Beverages Savory Classics Cover Pulsing the News Cover First Spread Second Spread Back Option 3: Wild Breakfast (5 Spreads) Other ( 3 Spreads ) Local Local Local = Varies by Location Third Spread Seniors Breakfast SimpleandFit Simple and Fit Breakfast Seniors Breakfast Simple and Fit Lunch/DinnerSeniors Lunch/ Dinner Desserts and Beverages Pancakes, Crepes Savory Breakfast French Toast & Waffles Omelettes Fourth Spread Docshop POS MenusFull Menus MenusKid Menus Menus Take Out Menu Menus Late Night Menu Website Change to the Menu = Every X months Proposal Franchisees Set Prices, Choose Limited Time Offers and Orders Menus All National and Limited Time Offers shown with no prices Location Employees enter prices and choose LImited Time Offers Spanish English MenusFull Menus MenusKid Menus Menus Take Out Menu Menus Late Night Menu Recommendations ▪ Explore ways to treat Simple and Fit as a menu section instead of a notation throughout ▪ Remove the kids menu from the main menu ▪ Have a spanish version of the menu with spanish descriptions ▪ Standardize the takeout menu to 2 color only ▪ Change print timeline of menus to match LTO releases and eliminate extra handouts ▪ Split the seniors menu between breakfast and not breakfast ▪ Utilize the back cover for pulsing news ▪ Stay ahead of legislation and promote healthy transparency about IHOP food by providing calorie information nationwide. This also removes a variable from the design and ordering of menus ✓ Indicate Simple and Fit in a contextual sidebar on each page ✓ Use featured items as imagery ✓ Splits senior menu ✓ Utilize full spread for Simple and Fit and Seniors ✓ Remove context of combinations in favor of savory vs. pancakes etc ✓ Utilize full spread for Simple and Fit Simple and Fit Lunch/Dinner Seniors Lunch/ Dinner ✓ Full photo menu ✓ Utilize full spread for Simple and Fit and Seniors ✓ Present idea of everything can be a combo ✓ Utilize full spread for Simple and Fit Seniors Breakfast (Insert) Seniors Lunch/ Dinner (Insert) Navigation Speed Exploration Driver Branded Custom Audience Integrated Separated Communication Visual Verbal Navigation Speed Exploration Driver Branded Custom Audience Integrated Separated Communication Visual Verbal 1 2 Navigation Speed Exploration Driver Branded Custom Audience Integrated Separated Communication Visual Verbal 3 Navigation Driver Speed Exploration CustomBranded 12 3 Speed Exploration CustomBranded Comparing the Concepts
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  14. 14. In other words - I am used to a big mess 16
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  16. 16. THESIS work is hard • You are unraveling reality in an attempt to put something new into the world • The world is complex, and can be quite complicated • The world’s appetite for “new” is refreshed in a constant cycle of “now” 18
  17. 17. Projecting into Voids • New, and currently dark or dimly lit places are scary • Being the one to turn on the light first is risky because you don’t really know what will happen next • Knowing is not doing; Doing is knowing • Moving from not knowing to knowing is fraught with battles of low self-esteem, confusion and tantrums 19
  18. 18. How to Shed Light 20 • Step 1: Admit your fears • Step 2: Admit your hopes • Step 3: Address the risks you are taking against the returns that could be • Step 4: Decide what you could do to lower the risks involved
  19. 19. Abby’s Hopes & Fears • SVA is a potential new community for bringing awareness about IA • SVA PoD is a creative program that wants out of the box faculty to challenge their students • IA will be a useful lens for the students completing their thesis work • My teaching style will jive with how students best learn • Everyone is proud of their thesis 21 • SVA is a community that will continue to believe that IA does not exist • SVA PoD is a program that wants teachers to teach patterns and tools only • IA will not be seen as useful but instead like a nagging spouse to design • My teaching style wont jive with how students best learn • No one cares
  20. 20. on your Journey From not knowing to knowing... … wonder what will happen next ... wander through your options … waver on how you feel … work on yourself as much as your work 22
  21. 21. What will matter most is Where you go with what you know 23
  22. 22. WorkShop 24
  23. 23. Project Your Journey 25 • 5 min: Pick a partner to work with in today’s class • 15 min: Take turns interviewing each other about the hopes and fears involved in undertaking this thesis project –What obstacles will you deal with? –What are the risks you will have to take? –Which parts do you fear most? Why? –Which parts are you most excited about? Why? –What do you hope to find along the way and at the end? • 30 min: Make a map of the territory you will be crossing in your upcoming 15 week journey • 30 min: Get ready to walk the whole class through your map
  24. 24. How will this class work? 26
  25. 25. 27 Project To pass, you must make: ▪ A Complete and professionally edited Prospectus Book ▪ Two new dossiers* of work done this semester ▪ A Short Video Pitch ▪ An online record of your thesis work showing weekly progress Write about what would make your target love something Welcome to Thesis 2 JANUARY Thesis Class Choreography ✓ Each Day you will write 500 words (no one needs to read them, but do it) ✓ Each Week you will have a making assignment and a more formal writing assignment, as shown on the map below ✓ We will meet Tuesdays at 1 PM to share our assignment work, overall progress and discuss a new topic ✓ Our meetings will start with each person sharing "one thing learned" from the week prior, come prepared ✓ Each Wednesday You will share progress Online using a tool of your choice Taught by Abby Covert
  26. 26. 28 Communicate Intent Visualize Conflict Project into the void Make something that your target audience would "hate" Write about what would make your target hate something To pass, you must make: ▪ A Complete and professionally edited Prospectus Book ▪ Two new dossiers* of work done this semester ▪ A Short Video Pitch ▪ An online record of your thesis work showing weekly progress Make something that your target audience would "love" Write about what would make your target love something Jan 13 Jan 20 Jan 27 Welcome to Thesis 2 JANUARY Thesis Class Choreography ✓ Each Day you will write 500 words (no one needs to read them, but do it) ✓ Each Week you will have a making assignment and a more formal writing assignment, as shown on the map below ✓ We will meet Tuesdays at 1 PM to share our assignment work, overall progress and discuss a new topic ✓ Our meetings will start with each person sharing "one thing learned" from the week prior, come prepared ✓ Each Wednesday You will share progress Online using a tool of your choice Taught by Abby Covert PDG-6970 Thesis II
  27. 27. 29 Establish Truth Consider Fidelity Why What How Communicate Consider Resolution Make something to explain your work in an elevator Make something that enables two strangers to converse about your work Make something high fidelity & low resolution Make something low fidelity & high resolution Write about understanding your market and target audience Write about your interest, process and intent Write about your final scope for this thesis work Make a dossier* of something you have done this semester Feb 4 Feb 11 Feb 18 Feb 25 FEBRUARY Draft Audience & Market Section of Book for editing Draft Goals, Research and Methodology Sections of Book for editing PDG-6970 Thesis II
  28. 28. 30 Establish Ontology Establish Structures Fake it till you make it Make something that could be deemed "controversial" or "impossible" Make something that visualizes what you don't know Write a lexicon of terms you use and those you do not use Draft Introduction & Lenses section of the book for editing Make Your Pitch Video Spring Break! (NO CLASS) Mar 4 Mar 11 Mar 18 Mar 25 MARCH Make a Poster showing your Journey draft Looking Forward/ Timeline section of the book for editing Write about Authenticity & Bullshit PDG-6970 Thesis II Text
  29. 29. 31 Establish Interactions Choreograph Reality Terror Belief Confidence Show off Your video and Solicit Blurbs from experts on Your work Write a first full draft outline of your thesis book April 1 April 8 April 15 April 22 Peer Review for a fellow student Finalize a draft of all Materials Practice, breathe, hug each other Send all materials to "print" APRIL April 29 Work with Your editor Make it Happen Make a dossier* of something you PDG-6970 Thesis II Write thank you notes to everyone who helped you
  30. 30. 32 Delivery May 6 You are "done" when you can say: ✓ I did my best to research what I could and contemplate what I could not ✓ I have cited all of my resources properly and with gratitude ✓ I have left the world a better place because of my contribution to it here ✓ I have made all of the things that my heart asked and my hands could ✓ I have a paper bound record of this work worthy of the name "thesis" to leave behind ✓ I have an online record of this work that I will be proud to show to others outside of this place ✓ I have a short video for the attention deprived amongst us ✓ I am ready to talk honestly and clearly about my experience in front of my peers MAY *SVA POD Official Dossier Requirements: ▪ Project Description: 350 word minimum, written in the third person ▪ Five process images (1024px x 768px) in jpg and RAW format. ▪ Five final images (1024px x 768px) in jpg and RAW format. ▪ A video embed URL (YouTube or Vimeo) where applicable ▪ Any other applicable assets such as pdfs, slideshares, etc. ▪ Proper citation of all sources Two dossiers must be emailed to Abby, Allan and Gabrielle. The first by Feb 25th and the last by May 6th. Make a dossier* of something you have done this semester PDG-6970 Thesis II Write thank you notes to everyone who helped you along the way
  31. 31. Homework 33
  32. 32. Assignments 34 Formal Writing Assignment (due next class) What would make your target audience* love something? Making Assignment (due next class) Make something that your target audience would "love" Housekeeping Assignment (due Feb 25) Hire an editor and an off campus thesis advisor * Hint: Step 1 is more specifically defining your target audience. Blogging Assignment (due by noon tomorrow) Write about our discussion today on hopes and fears, risks and rewards.

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