Information Architecture class11 03 27
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This document discusses the concept of reduction in information architecture and design. It provides examples of how an intended reduction can backfire and create cognitive overload, such as a produce weighing machine that required the user to remember multiple produce numbers. Throughout the document, principles of reduction are explored, such as minimizing choices, categorizing information, and consistency across channels to reduce effort. The takeaways emphasized reducing user effort through simplification and organization while maintaining important options.
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Information Architecture class11 03 27
- 1. 3/27/2013 Reduction SI 658 Information Architecture Marti Gukeisen
- 2. Reduction 3/27/2013 as in LESS. enough said. 2 SI658 Information Architecture
- 3. Reduction Revenge Effects the ironic, unintended effect of some action or technology that directly contradicts the intended benefit. - Edward Tenner Why Things Bite Back 3/27/2013 3 SI658 Information Architecture
- 4. Reduction The Produce Weighing Machine was supposed to make getting produce EASIER but it made getting produce HARDER (take longer & require more effort) it placed a large COGNITIVE LOAD on the user (remember which produce has which number) remembering a string of numbers: People are BAD AT. MACHINES are good at. Why, produce machine makers? WHY?! 3/27/2013 4 SI658 Information Architecture
- 5. Reduction is a produce weighing machine inevitably hard to use? NO! How could they have fixed it? 3/27/2013 5 SI658 Information Architecture
- 6. Reduction 3/27/2013 Reduction minimizing cognitive load and frustration via techniques that mitigate overload of information and choices 6 SI658 Information Architecture
- 7. Reduction SIMPLE 3/27/2013 1. I did not like this book 2. It did point out that SIMPLICITY drives success. Why? Because we are OVERLOADED. Cognitively. 7 SI658 Information Architecture
- 8. Reduction main contributors of cognitive overload quantity of choices quantity of information 3/27/2013 8 SI658 Information Architecture
- 9. Reduction quantity of choices: the long tail 3/27/2013 9 SI658 Information Architecture
- 10. Reduction quantity of information: information shadow 3/27/2013 10 SI658 Information Architecture
- 11. Reduction terms that mean we hate cognitive overload (but love having options) Information Anxiety (coined by Richard Saul Wurman) Paradox of Choice (coined by Barry Schwartz) 3/27/2013 11 SI658 Information Architecture
- 12. Reduction What we want Have all of the information Have all of the choices Have it be really easy to decide 3/27/2013 No problem. Jerk. 12 SI658 Information Architecture
- 13. Reduction most critical skill of humanity: ability to IGNORE 3/27/2013 “Filtering out extraneous information is one of the basic functions of consciousness. If everything available to our senses demanded our attention at all times, we wouldn’t be able to get through the day.” - Barry Schwartz 2005 good source to imagine not being able to ignore 13 SI658 Information Architecture
- 14. Reduction the lie of multi-tasking 3/27/2013 we can only focus on ONE THING at a time locus of attention - the thing we are currently focused on what people call multi-tasking is usually attention-switching can do more than one thing WITHOUT paying attention (“listening” to lecture, while you tend your march madness bracket) doing something “on auto-pilot” - we have trained ourselves through practice to do something without needing our active attention 14 SI658 Information Architecture
- 15. Reduction 3/27/2013 how to ask a kid what they want for dinner DON’T “What would you like for dinner?” (open fridge) DO “Would you like fish sticks or macaroni & cheese for dinner?” 15 SI658 Information Architecture
- 16. Reduction Behavioral Economics the study of how people make choices (by economists). Everybody cares about this: marketers politicians psychologists sociologists 3/27/2013 your mom (at least how you make decisions) 16 SI658 Information Architecture
- 17. Reduction the principle of least effort = the most you can get from doing the least 3/27/2013 surprise: people are lazy and we want stuff for free (or almost free) why? (from an evolutionary cognitive psychology perspective) because if cave men ran around when they didn’t have to, they would use up calories that they might not be able to replace anytime soon: Live longer if you do the least necessary to get your next meal. 17 SI658 Information Architecture
- 18. Reduction 3/27/2013 what a jam! paradox of choice & the right not to vote 18 SI658 Information Architecture
- 19. Reduction diminishing marginal utility 3/27/2013 19 SI658 Information Architecture
- 20. Reduction 3/27/2013 marginal utility: how much happier will one more glass of wine make you? super happy how happy you are (utility) not happy 1 2 3 4 5 6 7 glasses of wine 20 SI658 Information Architecture
- 21. Reduction answer: it depends. how thirsty am i? 3/27/2013 a lot more happy if you haven’t had any wine yet a little more happy if you’ve already had some wine eventually it will make you less happy 21 SI658 Information Architecture
- 22. Reduction hick’s law time = a + b log2(n + 1) What does it mean? 3/27/2013 it takes longer to find something in a logically ordered list if you break it into two groups first. this is easier: than this: A - L M - Z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 22 SI658 Information Architecture
- 23. Reduction but it does NOT mean this is easier Decorative Bedding Comforters Blankets & Throws Sheets Kids Bedding Bedding Essentials Mattress Pads & Toppers Bath Towels Small Kitchen Appliances Cookware Luggage Dinnerware Home Dècor Window Coverings Rugs Mattresses Bedroom Furniture Living Room Furniture Dining Room & Kitchen Accent Furniture Game Room & Bar Furniture Home Entertainment Home Office Furniture Kids' Room Furniture than this Bed & Bath Decorative Bedding Comforters Blankets & Throws Sheets Kids Bedding Bedding Essentials Mattress Pads & Toppers Bath Towels For the Home Small Kitchen Appliances Cookware Luggage Dinnerware Home Dècor Window Coverings Rugs 3/27/2013 Furniture & Mattresses Mattresses Bedroom Furniture Living Room Furniture Dining Room & Kitchen Accent Furniture Game Room & Bar Furniture Home Entertainment Home Office Furniture Kids' Room Furniture 23 SI658 Information Architecture
- 24. Reduction 3/27/2013 we mostly choose between two options at a time so we all chose which socks to wear today via an elaborate sock-to-sock bracket system? sadly, no but we did use categorization to make short decisions that eliminated many at once: Its cold; I want long socks (all short socks eliminated) I want ones that are dark like my pants (all light socks eliminated) these are closest and do not have holes > winner! 24 SI658 Information Architecture
- 25. Reduction tactics for making decisions categorical elimination satisficing deciding not to decide doing what you’ve done before doing what other people are doing whatever is easiest 3/27/2013 make a spreadsheet, methodically explore all options, chose the best possible option 25 SI658 Information Architecture
- 26. Reduction how technology can help you decide: show only the most likely options aka personalized options 3/27/2013 26 SI658 Information Architecture
- 27. Reduction the dangers of assuming it makes an ASS of U and ME (thanks, mom) 3/27/2013 emails about diabetes, but I’m not a diabetic mistyped or outdated entries remembered by auto-fill 27 SI658 Information Architecture
- 28. Reduction 3/27/2013 more dangers of personalization: giving people exactly what they want 28 SI658 Information Architecture
- 29. Reduction 3/27/2013 how technology can help you decide: organize and cluster Decorative Bedding Comforters Blankets & Throws Sheets Kids Bedding Bedding Essentials Mattress Pads & Toppers Bath Towels Small Kitchen Appliances Cookware Luggage Dinnerware Home Dècor Window Coverings Rugs Mattresses Bedroom Furniture Living Room Furniture Dining Room & Kitchen Accent Furniture Game Room & Bar Furniture Home Entertainment Home Office Furniture Kids' Room Furniture Bed & Bath Decorative Bedding Comforters Blankets & Throws Sheets Kids Bedding Bedding Essentials Mattress Pads & Toppers Bath Towels For the Home Small Kitchen Appliances Cookware Luggage Dinnerware Home Dècor Window Coverings Rugs Furniture & Mattresses Mattresses Bedroom Furniture Living Room Furniture Dining Room & Kitchen Accent Furniture Game Room & Bar Furniture Home Entertainment Home Office Furniture Kids' Room Furniture 29 SI658 Information Architecture
- 30. Reduction 3/27/2013 how technology can help you decide: focus & magnify 30 SI658 Information Architecture
- 31. Reduction reduction in a pervasive IA internal (in-channel) simplify based on the context example: no print button on mobile 3/27/2013 external (cross-channel) maintain consistency across channels example: grocery store flyer presenting items in the same way as the store layout 31 SI658 Information Architecture
- 32. Reduction Take-aways Know reduction does not mean having less options good interface design makes a lot of options easy to manage Do 3/27/2013 reduce user effort (via consistency and other ways to simplify) present broad sets when options are clearly ordinal cluster & organize options with no obvious order 32 SI658 Information Architecture
- 33. 3/27/2013 Project Time the part where you collaborate and teach each other 33 SI658 Information Architecture
- 34. Reduction Get in your groups 3/27/2013 34 SI658 Information Architecture
- 35. Reduction group assignment last one (it’s a doosey): what you make of it revised high level IA revised homepage & (3) interior page wires cross-channel assessment & recommendations brief in ctools due April 3 3/27/2013 35 SI658 Information Architecture
- 36. Reduction group project breakdown assignment 1 – 100 pts assignment 2 – 100 pts assignment 3 – 100 pts assignment 4 – 100 pts you are here presentation – 500 pts April 17th 3/27/2013 participation – 100 pts you grading each other 36 SI658 Information Architecture
- 37. Presentation Time the part where you teach 3/27/2013 37 SI658 Information Architecture
- 38. Wrap Up More stuff for you to do. 3/27/2013 38 SI658 Information Architecture
- 39. Reduction next reading Due TUES Apr 2nd at 11 pm. 50-300 words responding to the following: 3/27/2013 Polar Bear Ch 12 Design & Documentation 39 SI658 Information Architecture
- 40. 3/27/2013 Laters Questions? 40 SI658 Information Architecture
Editor's Notes
- “That’s a Wrap” sculpture by Jacques Vesery.