The document discusses the distinction between information and content, emphasizing that users interpret content to create information. It addresses the importance of understanding user intentions and how presentation affects their interpretation. Key takeaways include knowing your users and your intentions, with references to relevant literature on information architecture.

1. @KyleSoucy
#WIADBOS
www.usableinterface.com

2. Theme:
Informa9on Strategy
& Structure
@KyleSoucy | #WIADBOS

3. We can not create
informa9on.
@KyleSoucy | #WIADBOS

4. Informa9on is not content.
@KyleSoucy | #WIADBOS

5. in.for.ma.tion:
what is conveyed or
represented by a
particular arrangement
or sequence of things.
@KyleSoucy | #WIADBOS

6. Only the user can
create informa9on.
I don’t think
that’s the best option...
@KyleSoucy | #WIADBOS

7. “We can only make content
with the inten1on of
communica1ng
informa1on.”
- Abby Covert

8. What is used to
interpret content
(i.e. create informa9on)?
@KyleSoucy | #WIADBOS

10. @KyleSoucy | #WIADBOS

11. ???
@KyleSoucy | #WIADBOS
What assump9ons can we make about the
missing review stars on these headphones?

12. @KyleSoucy | #WIADBOS
What assump9ons can we make about their
only being 7 leL in stock of this pair?

14. How we present our products and services says
a lot about what we think of our end users.

15. Two people can read the same piece of content
and walk away with different informa9on.

16. @KyleSoucy | #WIADBOS

17. This is a content problem...
and a huge challenge
for IAs!
<
@KyleSoucy | #WIADBOS

18. So, what influences
interpretation?
@KyleSoucy | #WIADBOS

20. USERS

22. So, are we really
Content Architects?
@KyleSoucy | #WIADBOS

23. NO!

24. So, are we really
Content Architects?
Information
Outcome
@KyleSoucy | #WIADBOS

25. How do we deliver the
desired outcome?
@KyleSoucy | #WIADBOS

26. KNOW YOUR USERS
1. Who is using your content?
2. What data will they use to
interpret your content?
3. What data can you control?

27. @KyleSoucy | #WIADBOS
0
@
vs.

28. Ask your users...
“Do you have all the informa1on you need?”

29. KNOW YOUR
INTENTION
What do you want users to
walk away with?

30. @KyleSoucy | #WIADBOS

31. Other examples...

32. @KyleSoucy | #WIADBOS

33. @KyleSoucy | #WIADBOS

35. Gain-framed
vs.
Loss-framed Messages
@KyleSoucy | #WIADBOS

36. Gain-framed:
“qui[ng smoking reduces the risk
of death due to tobacco”
Loss-framed:
“smoking can kill you”
More effec9ve for smokers that think qui[ng will be hard.
More effec9ve for smokers that think they can quit when they wanted.
vs.

37. WARNING:
Quitting smoking reduces the risk of
mouth cancer.
WARNING:
Smoking can kill you.
vs.
Even more effec9ve...

38. Is this really our job?
@KyleSoucy | #WIADBOS

39. “…[IA] is about how to
choose the right way to
present informa1on
and how to help people
navigate through it.”
- Richard Saul Wurman

40. Takeaways...

41. Informa9on
is not content.

42. Know your intent.

43. Know your users.

44. Learn more...
• Book: How To Make Sense Of Any Mess
by Abby Covert
• Book: Influence - The Psychology Of Persuasion
by Robert B. Cialdini
• Book: Pervasive Informa9on Architecture
by Andrea Resmini & Luca Rosi9

45. IASUMMIT.ORG

46. I did not intend to leave
9me for ques9ons.

47. www.usableinterface.com
@KyleSoucy
Thank you!