SlideShare a Scribd company logo
Information Architecture
for Products
Presented by: Abby Covert | @Abby_the_IA
3
4
“Perhaps the most important change from
the previous menu, though, was a grouping
system that categorized food items into
neat culinary taxonomies: pancakes on this
page, omelettes on this one, etc.”
Understanding
Information as a
material is
complex
11
Information can come in
the form of lack of
information or materiality
12
There is no true
information, only spin.
Defining Good is Complex
13
We spend much of our
lives trying to Architect
Information that
Makes sense
Typical 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
15
16
Objects Allow us to have
deeper conversations
Tools of IA
• Ontological Clarifiers
• Taxonomic Structures
• Diagrammatic Techniques
• User Research
• Market Research
• Organizational Research
• Heuristic Evaluations
19
Today’s Focus
Information
Architecture is
important to
understand when
working on products
20
21
Users expect Installed
Applications to connect
to the internet, and
provide easy connections
to commerce....
22
While also syncing with
one or more other
devices...
23
One of which has to fit
in their pocket...
24
Our bosses make it
clear, we have to
also tell users
about new things...
25
That compete with other things they
already use...
26
Users expect products to get to know
their likes and dislikes...
27
And still give the opportunity to
change what it “knows”...
28
Connection to and collection of
information is not just “in” our
pockets and on our desks anymore...
29From Quinn Norton’s “Everything is Broken” https://medium.com/message/81e5f33a24e1
making Products is complex
• People face more choices and avenues
• Product teams are under more pressure to be
not only easy and clear but also unique and
delightful
• Technology is constantly changing as are user
expectations for patterns and functionality
• We are all personally experiencing
information overload
30
Complexity can get in
the way of true
understanding
31
Rabbit Hole of
Complexity
Some Enemies that lurk in Complexity
• Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand
• Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking
• “Uh, Huh”: Not admitting ignorance when faced with it
• Unnecessary Exactitude: Including more detail than is helpful
• Rainbow Worship: Believing that more color or colorful flowery
language is always better
• Edifitis: Belief that a better, shinier “such and such” could and will fix
the problem
• Not asking Why: Simple as that. Always ask why.
• How before What: Thinking to specifically about solutions before the
problem is defined
32List adapted from Richard Saul Wurman’s Information Anxiety 2
Information
architecture is about
making Sense of
complexity
33
34
“To make an apple
pie from scratch, you
must first invent the
universe”
- Carl Sagan
35
Users
Stakeholders
Strategic Goals
Information
Architecture
Design
Makers
Markting
& Their Bosses
• Comfort with context
• Access/Interest/Trust
• Reading & Grade level
• Aesthetics & Taste
• Tone
• Brand
• Pixels
• Style Sheets
• Production Budget
• direction
• Flow
• Clarity
• Models
• Structure
• Tasks
• Truth
• Goals
• Research
• Competition
• REturn on Investment
• Growth towards goals
• Reputation
• The bottom Line
• Budget
• Reach
• Competition
• Distraction
• Loyalty
• Channel Limits
• Scope
• Talent
• Platforms
• Integration
• Scalability
• Quality Assurance
• maintainability
Complexity
in a simple App
design project
2004 Now
IA work is getting
more complex
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
Ontology
38
This is a fish.
Ontology = Meaning
39
Do we know what we mean when we say
what we say? - @DanKlyn
Meaning is subjective
Meaning is demographic
Meaning is socio political
Meaning gets lost in translation
Meaning is complex
40
Lexicography vs Ontology
• Lexicography is the practice of compiling
dictionaries. Lexicographers collect different
meanings for words
• Ontology represents the knowledge of terms
and concepts within a domain
41
Taxonomy = Structure
43
There are only 5 ways to
organize anything
44
1. Location: Rome is a city in Italy
2. Alphabetical: Rome starts with “R”
3. Time: Rome started in 753 BC
4. Category: Rome is a Romantic city
5. Hierarchy: Rome is within Italy, which
is within Europe, which is within the
Eastern and Northern Hemisphere
*HT	
  Richard	
  Saul	
  Wurman	
  -­‐	
  Informa:on	
  Anxiety	
  2
45
Organizing
information is not
the hard part
46
building true consensus on the
meaning and intent of
information is the hard(er) part
Taxonomy is Rhetoric
47
The way you choose to organize
your vegetables says something
about what kind of store you are
48
“It takes knowledge to know that a
tomato is a fruit, and wisdom not
to put it in a fruit salad.”
– Miles Kington
Mental
Models
Matter
A mental model is an explanation for
the way someone makes sense of
something.
These models of perception shape
our behavior and how we relate to
information that we encounter.
49
What facets do you have?
• A facet is a particular aspect or feature of something. The number of
facets something has the more ways it can be organized against
other things.
50
51
20 ways to organize a box of vegetables
1.! By cost at the grocery in the USA (Location)
2.! By cost at the grocery in the UK (Location)
3.! By countries it is eaten in (Location)
4.! By first letter scientific names (Alphabetical)
5.! By first letter popular names (Alphabetical)
6.! By first letter cultural names (Alphabetical)
7.! By seasonality of harvest (Time)
8.! By length of season (Time)
9.! By cooking time (Time)
10.! By popularity today (Time)
11.! By popularity 100 years ago (Time)
12.! By color (Category)
13.! By taste (Category)
14.! By texture (Category)
15.! By size (Category)
16.! By growing style (Hierarchy)
17.! By climate (Hierarchy)
18.! By type (Hierarchy)
19.! By soil type (Hierarchy)
20.! By best storing technique (Hierarchy)
Ambiguous vs. Exact
Classifications
52
53
54
55
“Watch Instantly” provides less ambiguous categories up front
Introducing more ambiguity as the user
narrows focus into a broad category
The more Ambiguity introduced,
the less effective the taxonomy
56
Level of Ambiguity in Classification
ClarityofTaxonomy
57
homogenous information or
heterogenous information
58
59
Four patterns of
information form
Hierarchy
60
61
Type of Hierarchy
Database
62
Flow
63
Hypertext
64
65
One is no less
complex than
the other.
http://www.umsystem.edu/newscentral/mindfuleating/2010/01/29/too-many-choices/
Most projects
require a unique
mix of these four
building blocks
66
Choreography = Intent
• Context: the
circumstances that form
the setting for an
interaction
• Channel: A medium for
communication or the
passage of information
67
68
How you choreograph Your
product says something
about who you are
69
Home
HomeHomeHomePosts Explore
Create Post
Direction
(Default/ Front
Facing)
Grid
(On/Off)
Flash
(No, Auto, On)
Choose from
Library
Home
Home
HomePhotos on
Phone
Video
(On/Off)
Take Photo
HomeHomeHomeUser Profile
Activity
(Following/
News)
Comment
Direct
Like
Delete
Likers
Copy Share
URL
Email Photo
Tag People
Post to Followers
Share
Copy Share
URL
Email Photo
Tag People
Your Profile
Edit Profile
Photos of User
Followers
Following
Post (Direct)
Edit
Tilt
Frame
Filter
Blur
(Off, Circle, Line)
Brightness
(Default, On)
Caption
Tag People
Add to Photo Map
(On/Off)
Name this Location
Foursquare Results
Facebook
(On/Off)
Twitter
(On/Off)
Tumblr
(On/Off)
Email
(On/Off)
Add Email Address
from Contacts
Add Email Address
Manually
IPhone Contacts
Add Email
Twitter Login
Tumblr Login
Facebook Login
HomeHomeHomeYour Posts
Comments
Comment
Caption Send To
Next
Post
Comments
Report
Inappropriate
Tweet
Copy Share
URL
Comment
Like
Choreographing
simplicity can
be really
complex
Lesson 1:
When unraveling
complexity, Start with
language not
interfaces
70
71
“If we’re thinking of lunchbox, we’d be really careful about
not having the word ‘box’ already give you bunch of ideas
that could be quite narrow. You think of a box being a
square, and like a cube. And so we’re quite careful with
the words we use, because those can determine the
path that you go down.” - Jony Ive, Apple
http://www.macrumors.com/2013/02/20/jony-ive-on-how-product-naming-influences-design-philosophy/
Words are the material of our intent
Remember Language
is not just words
72
73
I am sorry you have having issues using
our mobile site. I am sure I will be able to help
you...Can you see the hamburger menu?
Careful: We LOVE to use words anyways
even if we have to make them up
74
Collecting the Materials
• What “information” is important to your target user?
• In what medium and context is “information” found today?
• What “information” is important to your own objectives?
• What “nouns” are you providing to users?
• What “verbs” are users anticipating as relates to those
“nouns”?
• Decide the words, images, icons and gestures will you
use to provide those things to users
75
Controlled Vocabularies
• A controlled vocabulary is a list of approved terms and
definitions for a particular context and/or setting
• This exercise can help teams to decide on things like:
– Variant Spellings (i.e. American vs. British)
– Scientific vs. Popular Term Use (i.e. Cockroaches vs. Periplaneta
Americana)
– Acceptable Synonyms (i.e. Automobile vs. Car)
– Acceptable Acronyms (i.e. GE vs. General Electric)
– Business vs. User Terms (i.e. What we say in meetings vs. what we say to
customers)
– Identification of homographs (i.e. the word “pool” can relate to “swimming
pool” or “shooting”)
76
77
h,p://6thfloor.blogs.ny;mes.com/2011/05/20/words-­‐we-­‐dont-­‐say/
78
Alien Dictionary
79
Slice of
Pizza
Piece of
Pizza
fetta di
Pizza
tranche de
Pizza
Piede di
Pizza
Pied de
Pizza
Pizza
Pie
Pizza
Synonym Rings
Lesson 2:
Diagram the
damn thing
80
81
Diagrams
diagrams and maps
Can be “invented” for
a certain context
... but here are a bunch that I
keep going back to
82
83
Quadrants
84
Urgent
Not Urgent
NotImportant
Important
1
2
3
NA
Gantt
86
Starving
Commute Home
Call For
Pizza
ORder
Pizza
Delivery
Info
Payment
Info
Wait
7:00 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 PM 7:30 PM
Full
Hungry
Eat
Pizza
At Home
Flow Diagram
89
Call Pizza
place
Watch Movie
Order Pizza
Delivery &
Payment
Hungry?
Yes!
No!
Arrive
Home
After
Work
Wait Eat
Doorbell?
Pizza
Guy?
Yes!
No :(
Yes!
No!
Venn Diagram
90
Movie Pizza
Friday
Night at
Home
Tree
91
Pizza
Chicago Style
PlainToppings
NYC Style
Plain Toppings
VeggieMeat VeggieMeat
Swim lane
92
Customer Service Cook DriverPizza Eater
Hungry
Call
Pizza
place
Answer
Take
Order
Give
Order
Enter
into POS
Make
Pizza
Bake
Pizza
Box
Pizza
Take
Pizza
Drive to
house
Ring
door
Bell
Answer
Door
Pay for
Pizza
Eat
Pizza
Read
Order
Block
93
Pizza
Crust
Toppings
Service
Thin
"NYC"
Thick
"Chicago"
To Go To StayDelivery
schematic
94
Pie
Crust
Tomato
Sauce &
cheese
Toppings
Slice
EXPLODED schematic
95
Pizza
Crust
cheese
Toppings
Tomato
Sauce
96
Journey Map
97
Get out
of Work
Drive
Walk
to Door
Order
Pizza
Get
Pizza
Eat
Pizza
Outside
Car
Home
Unlock
Door
Park
In Drive
Hear
Doorbell
Get
Home
Hierarchical Map
98
Cooks
CooksAst
Mngr
Abby's
Pizza
Customer
Service
Kitchen Operations
Chef
Cooks
Cooks
Cook
Sales
manager
Cooks
Cooks
Driver
Manager
Association Map
99
Abby's
Pizza
Store
Website
Print
Ads
Coupon
Menu
Flyer Signs
Delivery
Take
Out
Dine In
Radio
Paper
Board
Menu
About
Order
100
PLAN THE BUSINESS ASSORT THE PLAN SELL-IN THE PLAN EXECUTE THE ASSORTMENT BRING ASSTMTTO LIFE
Scorecar ds
(Annual,
Seasonal,
Monthly)
Top
Account
Plan
Market
Share
Data
Point
of
Sale
Competitor
Account
Financials
Account
Trends
Wholesale
Sales
Key
City
Consumer
Trends
Analyze
the
Business
Develop
Marketplace
Insights
Develop
Accountvv
Insights
BUSINESS
PLANNING
Tailor
Seasonal
Offering
Create
Account
Assortment
Plans
VisualFinancial
Retail
Space
Buy
SIM
Strategies
GTM
KAPM
Season
Fundamentals
(Nike U)
CSI/
Showroom
Account
Assortment
PlansCraft
Sell-in
Package
Create
Seasonal
Experience
Learn to
Sell &
Service
SELL-IN
PREPARATION
Samples
Commercial
content
Catalog
Shop
Invoices
Claims
Order
Tracking
Manage
the
buy
RETAILER
BUYING
SKU
Online
Training
EKIN
In-store
Training
PP
Guidelines
& Directives
Self-serve
Digital
In-store
associate
Present
Products
Train
Retail
Associates
Educate
Consumers
(SKU)
PRODUCT
EDUCATION&
PRESENTTAION
Sales
Programs
Account
DC
Nike
DC
3rd Party
Logistics
Consolidators
CarriersStore
Account
Driven
Changes
Entry
Errors
Nike
Driven
Changes
Demand/
Supply
match
Launch
Manage
Delivery
Manage
Load-in
ORDER
MANAGEMENT
Analyze
the
Assortment
Directed
Assortments
Account
Seasonal
Recaps
Category
Hindsighting
& Foresighting
Quick-
strike
Always
Available/
Replenishment
Review
the
Business
Physical
Assets
Gross to
Net
Profitabilty
Modeling
Sales
Targeting
Seasonal
Recap
In Season
Sell-thru
Suggested
ReplacementsAllocated
Products
Edited
Offering
Call-offs
UPCs
Order
Analysis
At-once
availability
Allocated
Product
Manage
Fill-in
Campaigns
Digital
Assets
(wholesale.com)
Futures
Order
ASSORTMENT
PLANNING
Build &
Manage
the
Plan
At-Once
Order
Product
Modules
Stock &
Sales &
Open to Buy
Manage
Gaps &
Opportun-
ities
Asstmt
sell-in
Financial
Plans
Sales
Programs
Account
Credit
Product
Allocations
Business
Plans
Rep
Content
Diagrammatic Relationships
101
Hierarchy Flow
If
This
That
Child B
Child A
Loop
Parent
Logic
Child
Parent
Child
Grand
Child
Parent
Child 2
Child1
Parent
Resulting
Children
Database
Best	
  For:	
  
Naviga:on
Best	
  For:	
  
Guidance
Best	
  For:	
  
Explora:on
Best	
  For:	
  
Transac:on
Lesson 3:
Information
architecture is not
just for Information
Architects
102
Because
Information
architecture
Always exists
103
Take Aways
• Don’t start on the interface: IA is not just
about interfaces, it is about understanding
• Diagram the damn thing: Making objects
of discourse aid us in collaboration, and
with the building of consensus
• IA is not just for IAs: Think through the
appropriate ontology, taxonomy and
choreography while working on any design
project
120
Thanks
Abbycovert@gmail.com
@ Abby_The_IA
www.Abbytheia.com

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Information Architecture for Products

  • 1. Information Architecture for Products Presented by: Abby Covert | @Abby_the_IA
  • 2.
  • 3. 3
  • 4. 4 “Perhaps the most important change from the previous menu, though, was a grouping system that categorized food items into neat culinary taxonomies: pancakes on this page, omelettes on this one, etc.”
  • 5.
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  • 8. 11 Information can come in the form of lack of information or materiality
  • 9. 12 There is no true information, only spin.
  • 10. Defining Good is Complex 13
  • 11. We spend much of our lives trying to Architect Information that Makes sense
  • 12. Typical 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 15
  • 13. 16
  • 14. Objects Allow us to have deeper conversations
  • 15. Tools of IA • Ontological Clarifiers • Taxonomic Structures • Diagrammatic Techniques • User Research • Market Research • Organizational Research • Heuristic Evaluations 19 Today’s Focus
  • 17. 21 Users expect Installed Applications to connect to the internet, and provide easy connections to commerce....
  • 18. 22 While also syncing with one or more other devices...
  • 19. 23 One of which has to fit in their pocket...
  • 20. 24 Our bosses make it clear, we have to also tell users about new things...
  • 21. 25 That compete with other things they already use...
  • 22. 26 Users expect products to get to know their likes and dislikes...
  • 23. 27 And still give the opportunity to change what it “knows”...
  • 24. 28 Connection to and collection of information is not just “in” our pockets and on our desks anymore...
  • 25. 29From Quinn Norton’s “Everything is Broken” https://medium.com/message/81e5f33a24e1
  • 26. making Products is complex • People face more choices and avenues • Product teams are under more pressure to be not only easy and clear but also unique and delightful • Technology is constantly changing as are user expectations for patterns and functionality • We are all personally experiencing information overload 30
  • 27. Complexity can get in the way of true understanding 31 Rabbit Hole of Complexity
  • 28. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful • Rainbow Worship: Believing that more color or colorful flowery language is always better • Edifitis: Belief that a better, shinier “such and such” could and will fix the problem • Not asking Why: Simple as that. Always ask why. • How before What: Thinking to specifically about solutions before the problem is defined 32List adapted from Richard Saul Wurman’s Information Anxiety 2
  • 30. 34 “To make an apple pie from scratch, you must first invent the universe” - Carl Sagan
  • 31. 35 Users Stakeholders Strategic Goals Information Architecture Design Makers Markting & Their Bosses • Comfort with context • Access/Interest/Trust • Reading & Grade level • Aesthetics & Taste • Tone • Brand • Pixels • Style Sheets • Production Budget • direction • Flow • Clarity • Models • Structure • Tasks • Truth • Goals • Research • Competition • REturn on Investment • Growth towards goals • Reputation • The bottom Line • Budget • Reach • Competition • Distraction • Loyalty • Channel Limits • Scope • Talent • Platforms • Integration • Scalability • Quality Assurance • maintainability Complexity in a simple App design project
  • 32. 2004 Now IA work is getting more complex
  • 33. 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
  • 35. Ontology = Meaning 39 Do we know what we mean when we say what we say? - @DanKlyn
  • 36. Meaning is subjective Meaning is demographic Meaning is socio political Meaning gets lost in translation Meaning is complex 40
  • 37. Lexicography vs Ontology • Lexicography is the practice of compiling dictionaries. Lexicographers collect different meanings for words • Ontology represents the knowledge of terms and concepts within a domain 41
  • 39. There are only 5 ways to organize anything 44 1. Location: Rome is a city in Italy 2. Alphabetical: Rome starts with “R” 3. Time: Rome started in 753 BC 4. Category: Rome is a Romantic city 5. Hierarchy: Rome is within Italy, which is within Europe, which is within the Eastern and Northern Hemisphere *HT  Richard  Saul  Wurman  -­‐  Informa:on  Anxiety  2
  • 40. 45
  • 41. Organizing information is not the hard part 46 building true consensus on the meaning and intent of information is the hard(er) part
  • 42. Taxonomy is Rhetoric 47 The way you choose to organize your vegetables says something about what kind of store you are
  • 43. 48 “It takes knowledge to know that a tomato is a fruit, and wisdom not to put it in a fruit salad.” – Miles Kington
  • 44. Mental Models Matter A mental model is an explanation for the way someone makes sense of something. These models of perception shape our behavior and how we relate to information that we encounter. 49
  • 45. What facets do you have? • A facet is a particular aspect or feature of something. The number of facets something has the more ways it can be organized against other things. 50
  • 46. 51 20 ways to organize a box of vegetables 1.! By cost at the grocery in the USA (Location) 2.! By cost at the grocery in the UK (Location) 3.! By countries it is eaten in (Location) 4.! By first letter scientific names (Alphabetical) 5.! By first letter popular names (Alphabetical) 6.! By first letter cultural names (Alphabetical) 7.! By seasonality of harvest (Time) 8.! By length of season (Time) 9.! By cooking time (Time) 10.! By popularity today (Time) 11.! By popularity 100 years ago (Time) 12.! By color (Category) 13.! By taste (Category) 14.! By texture (Category) 15.! By size (Category) 16.! By growing style (Hierarchy) 17.! By climate (Hierarchy) 18.! By type (Hierarchy) 19.! By soil type (Hierarchy) 20.! By best storing technique (Hierarchy)
  • 48. 53
  • 49. 54
  • 50. 55 “Watch Instantly” provides less ambiguous categories up front Introducing more ambiguity as the user narrows focus into a broad category
  • 51. The more Ambiguity introduced, the less effective the taxonomy 56 Level of Ambiguity in Classification ClarityofTaxonomy
  • 53. 58
  • 60. 65 One is no less complex than the other. http://www.umsystem.edu/newscentral/mindfuleating/2010/01/29/too-many-choices/
  • 61. Most projects require a unique mix of these four building blocks 66
  • 62. Choreography = Intent • Context: the circumstances that form the setting for an interaction • Channel: A medium for communication or the passage of information 67
  • 63. 68 How you choreograph Your product says something about who you are
  • 64. 69 Home HomeHomeHomePosts Explore Create Post Direction (Default/ Front Facing) Grid (On/Off) Flash (No, Auto, On) Choose from Library Home Home HomePhotos on Phone Video (On/Off) Take Photo HomeHomeHomeUser Profile Activity (Following/ News) Comment Direct Like Delete Likers Copy Share URL Email Photo Tag People Post to Followers Share Copy Share URL Email Photo Tag People Your Profile Edit Profile Photos of User Followers Following Post (Direct) Edit Tilt Frame Filter Blur (Off, Circle, Line) Brightness (Default, On) Caption Tag People Add to Photo Map (On/Off) Name this Location Foursquare Results Facebook (On/Off) Twitter (On/Off) Tumblr (On/Off) Email (On/Off) Add Email Address from Contacts Add Email Address Manually IPhone Contacts Add Email Twitter Login Tumblr Login Facebook Login HomeHomeHomeYour Posts Comments Comment Caption Send To Next Post Comments Report Inappropriate Tweet Copy Share URL Comment Like Choreographing simplicity can be really complex
  • 65. Lesson 1: When unraveling complexity, Start with language not interfaces 70
  • 66. 71 “If we’re thinking of lunchbox, we’d be really careful about not having the word ‘box’ already give you bunch of ideas that could be quite narrow. You think of a box being a square, and like a cube. And so we’re quite careful with the words we use, because those can determine the path that you go down.” - Jony Ive, Apple http://www.macrumors.com/2013/02/20/jony-ive-on-how-product-naming-influences-design-philosophy/ Words are the material of our intent
  • 67. Remember Language is not just words 72
  • 68. 73 I am sorry you have having issues using our mobile site. I am sure I will be able to help you...Can you see the hamburger menu? Careful: We LOVE to use words anyways even if we have to make them up
  • 69. 74 Collecting the Materials • What “information” is important to your target user? • In what medium and context is “information” found today? • What “information” is important to your own objectives? • What “nouns” are you providing to users? • What “verbs” are users anticipating as relates to those “nouns”? • Decide the words, images, icons and gestures will you use to provide those things to users
  • 70. 75
  • 71. Controlled Vocabularies • A controlled vocabulary is a list of approved terms and definitions for a particular context and/or setting • This exercise can help teams to decide on things like: – Variant Spellings (i.e. American vs. British) – Scientific vs. Popular Term Use (i.e. Cockroaches vs. Periplaneta Americana) – Acceptable Synonyms (i.e. Automobile vs. Car) – Acceptable Acronyms (i.e. GE vs. General Electric) – Business vs. User Terms (i.e. What we say in meetings vs. what we say to customers) – Identification of homographs (i.e. the word “pool” can relate to “swimming pool” or “shooting”) 76
  • 74. 79 Slice of Pizza Piece of Pizza fetta di Pizza tranche de Pizza Piede di Pizza Pied de Pizza Pizza Pie Pizza Synonym Rings
  • 77. diagrams and maps Can be “invented” for a certain context ... but here are a bunch that I keep going back to 82
  • 78. 83
  • 80. Gantt 86 Starving Commute Home Call For Pizza ORder Pizza Delivery Info Payment Info Wait 7:00 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 PM 7:30 PM Full Hungry Eat Pizza At Home
  • 81. Flow Diagram 89 Call Pizza place Watch Movie Order Pizza Delivery & Payment Hungry? Yes! No! Arrive Home After Work Wait Eat Doorbell? Pizza Guy? Yes! No :( Yes! No!
  • 84. Swim lane 92 Customer Service Cook DriverPizza Eater Hungry Call Pizza place Answer Take Order Give Order Enter into POS Make Pizza Bake Pizza Box Pizza Take Pizza Drive to house Ring door Bell Answer Door Pay for Pizza Eat Pizza Read Order
  • 88. 96
  • 89. Journey Map 97 Get out of Work Drive Walk to Door Order Pizza Get Pizza Eat Pizza Outside Car Home Unlock Door Park In Drive Hear Doorbell Get Home
  • 92. 100 PLAN THE BUSINESS ASSORT THE PLAN SELL-IN THE PLAN EXECUTE THE ASSORTMENT BRING ASSTMTTO LIFE Scorecar ds (Annual, Seasonal, Monthly) Top Account Plan Market Share Data Point of Sale Competitor Account Financials Account Trends Wholesale Sales Key City Consumer Trends Analyze the Business Develop Marketplace Insights Develop Accountvv Insights BUSINESS PLANNING Tailor Seasonal Offering Create Account Assortment Plans VisualFinancial Retail Space Buy SIM Strategies GTM KAPM Season Fundamentals (Nike U) CSI/ Showroom Account Assortment PlansCraft Sell-in Package Create Seasonal Experience Learn to Sell & Service SELL-IN PREPARATION Samples Commercial content Catalog Shop Invoices Claims Order Tracking Manage the buy RETAILER BUYING SKU Online Training EKIN In-store Training PP Guidelines & Directives Self-serve Digital In-store associate Present Products Train Retail Associates Educate Consumers (SKU) PRODUCT EDUCATION& PRESENTTAION Sales Programs Account DC Nike DC 3rd Party Logistics Consolidators CarriersStore Account Driven Changes Entry Errors Nike Driven Changes Demand/ Supply match Launch Manage Delivery Manage Load-in ORDER MANAGEMENT Analyze the Assortment Directed Assortments Account Seasonal Recaps Category Hindsighting & Foresighting Quick- strike Always Available/ Replenishment Review the Business Physical Assets Gross to Net Profitabilty Modeling Sales Targeting Seasonal Recap In Season Sell-thru Suggested ReplacementsAllocated Products Edited Offering Call-offs UPCs Order Analysis At-once availability Allocated Product Manage Fill-in Campaigns Digital Assets (wholesale.com) Futures Order ASSORTMENT PLANNING Build & Manage the Plan At-Once Order Product Modules Stock & Sales & Open to Buy Manage Gaps & Opportun- ities Asstmt sell-in Financial Plans Sales Programs Account Credit Product Allocations Business Plans Rep Content
  • 93. Diagrammatic Relationships 101 Hierarchy Flow If This That Child B Child A Loop Parent Logic Child Parent Child Grand Child Parent Child 2 Child1 Parent Resulting Children Database Best  For:   Naviga:on Best  For:   Guidance Best  For:   Explora:on Best  For:   Transac:on
  • 94. Lesson 3: Information architecture is not just for Information Architects 102
  • 96. Take Aways • Don’t start on the interface: IA is not just about interfaces, it is about understanding • Diagram the damn thing: Making objects of discourse aid us in collaboration, and with the building of consensus • IA is not just for IAs: Think through the appropriate ontology, taxonomy and choreography while working on any design project 120