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Introduction to Information Architecture and Design - SVA Workshop 120812
1. Tapestry of the Thousand Longest Rivers in the World by Boetti, 1976-1982
Introduction to Information Architecture & Design
School of Visual Arts | December 8, 2012
Robert Stribley
6. Pattern Recognition:
In cognitive psychology, the ability
to identify familiar forms within a
complex arrangement of sensory
stimuli
Butterfly on the New York City Highline
7. Butterflies at the American Museum of Natural History‘s Butterfly Conservatory.
8. Butterflies at the American Museum of Natural History‘s Butterfly Conservatory.
9. Introduction
Intro
Robert Stribley
• I‘m a senior information architect Clients include:
at Razorfish • Bank of America, Wachovia
• JPMorgan, Morgan Stanley,
• I write music and arts reviews
Oppenheimer Funds, Smith Barney, T.
• I photograph various things Rowe Price
• I drink coffee • Boston Scientific, Nasonex
• Choice Hotels
• Computer Associates, EMC
• Ford, Lincoln
• Nextel
• Red Cross
• Pearson, Travel Channel, Women‘s
Wear Daily
10. Introduction
Intro
About You
• What‘s your name?
• What do you do for work?
• What do you do for fun?
• Coffee, tea or bottled water?
11. Introduction
Intro
Goals of this workshop
• Understand the basic concepts of user experience
design
• Experience the general process and techniques used
on a design project
• Review the basic deliverables an information architect
develops within a project
16. Background: Defining IA
Background
in•for•ma•tion ar•chi•tec•ture n.
Navigation • The combination of organization,
labeling, and navigation schemes within
an information system.
Interaction • The structural design of an information
space to facilitate task completion and
intuitive access to content.
Art/Science • The art and science of structuring and
classifying web sites and intranets to help
people find and manage information.
Discipline/ • An emerging discipline and community of
Community practice focused on bringing principles of
design and architecture to the digital
landscape.
Information Architecture for the World Wide Web (1st Edition), p . 4, Rosenfeld and Morville
17. Background: Defining IA
Background
―It's hard to say who really is an
information architect. In some
sense, we all are.‖
— Alex Wright, Author Glut
21. Background: Defining IA
Design Process
metaphor: architectural plans
Flickr.com: Cornell University Library
22. Background: History
A Brief History of IA
1975
• Richard Saul Wurman coined the term
―information architecture‖ to describe the field
now more likely described as ―information
design‖
1994
• Formation of Argus Associates in Ann Arbor,
WI, the first firm devoted to IA
1998
• First edition of Peter Morville and Lou
Rosenfeld‘s Information Architecture for the
World Wide Web, affectionately known as
―The Polar Bear‖ book
23. Background: History
A Brief History of IA
2000
• First IA Summit, Boston, MA – Defining
Information Architecture
2002
• Boxes & Arrows, online journal for information
architects goes live
• 3 new books on IA published, including Jesse
James Garrett‘s The Elements of User
Experience
2013
• 14th Annual IA Summit held in Baltimore, MD
Partially adapted from: ―A brief history of information architecture‖ by Peter Morville and Information
Architecture: Designing information environments for purpose, edited by Alan Gilchrist and Barry Mahon
24. Design Process
satire on project phases
by Harold Kerzner
25. Design Process
Design Process
Discovery Definition Design Development
26. Design Process
Design Process
Discovery Definition Design Development
• Stakeholder interviewers
• Business requirements
• Competitive & comparative audits
• User research
• Site inventory
27. Design Process
Design Process
Discovery Definition Design Development
• Personas
• Content & meta data audits
• Card sorts
• Use cases
• Sketching
• Site maps
• Creative brief
• UX brief
28. Design Process
Design Process
Discovery Definition Design Development
• Site maps
• Task flows
• Sketching
• Wireframes
• Stakeholder reviews
• Prototypes
• Usability testing
• Visual design
• Functional specifications
29. Design Process
Design Process
Discovery Definition Design Development
• Site development
• User acceptance
testing (UAT)
• Quality
assurance (QA)
• Usability testing
30. Deliverables
Background
IA Deliverables
discover define design
requirements document sketches site map
comparative/competitive
personas wireframes
review
feature/functionality
inventory user flows prototype
experience brief use cases
31. Deliverables
Background
IA Deliverables
discover define design
requirements document sketches site map
comparative/competitive
personas wireframes
review
feature/functionality
inventory user flows prototype
experience brief use cases
visual design
34. Our Project
Our Project
Events.com wants to revamp its website to
become the go-to online resource for people
wanting to attend or promote events across
the United States.
37. Discovery: User Research
User Research
―Through research, we aim to learn enough
about the business goals, the users, and the
information ecology to develop a solid
strategy.‖
– Louis Rosenfield & Peter Morville
38. Discovery: User Research
User Research
Methodology
• Focus Groups
• Surveys
• Interviews
Goals
• Identify patterns and trends in user behavior,
tasks, preferences, obstacles.
39. Discovery: User Research
User Research
Class Exercise: Survey Questions
• How do you learn about events in NYC?
• What type of events are you interested in?
• What‘s more important to you:
– Price
– Type of Event
– Location
– Date
• How often do you attend the events?
• Do you ever need to promote an event?
• Do you ever invite people to an event?
41. Discovery: Competitive Review
Discovery: Competitive Audit
―This type of assessment helps set an
industry ‗marker‘ by looking at what the
competition is up to, what features and
functionalities are standard, and how others
have solved the same problems you might
be tasked with.‖
– Dorelle Rabinowitz
42. Discovery: Competitive Review
Competitive Review
Methodology
• Heuristic Evaluation
• Usability Criteria
• Scorecard
Goals
• Review and analyze competitor sites according to
particular criteria
• Draw key findings, which can influence and guide IA
through the design phase
Also:
• Comparative Reviews
43. Discovery: Competitive Review
Competitive Review
Heuristic Evaluation
Ten Usability Heuristics by Jakob Nielsen
•Visibility of system status •Recognition rather than recall
•Match between system and the •Flexibility and efficiency of use
real world
•Aesthetic and minimalist design
•User control and freedom
•Help users recognize, diagnose,
•Consistency and standards and recover from errors
•Error prevention •Help and documentation
Self Study
For a more detailed explanation of these heuristics, see Nielsen‘s explanation here:
http://www.useit.com/papers/heuristic/heuristic_list.html
44. Discovery: Competitive Review
Competitive Review
Examples of Usability Criteria
Note: These examples are not intended to provide a comprehensive listing. Appropriate criteria may depend on the project
to be completed.
Home Page
• Are home page elements appropriately weighted and distributed?
• Is information clustered in meaningful ways?
Navigation
• Is the navigation structure concise and consistent?
• Are paths to important information intuitive and unobstructed?
Content
• Is content current? Are there visible indications of content freshness?
• Is content properly adapted for the Web? Is tone of voice consistent throughout content? Is
content chunked appropriately?
• Are headings and titles scannable?
Design
• Are colors appropriate to the Web? Is white space used appropriately? Is text readable?
Search
• Are search results relevant and cleanly presented?
Functionality
• Are functionality and forms efficiently designed?
Messaging
• Are errors messages clear on the site? Is help readily available to users?
• Are there appropriate means for user feedback?
46. Discovery: Competitive Flavorpill
Competitive Review: Review
Flavorpill
― Flavorpill loves culture. We
embrace the high-brow, low-brow,
underground, mainstream, and
everything in between — as long
as it's good.
A city guide for those who like to
go out, Flavorpill publishes a daily
update of worthwhile cultural-
event listings, from art exhibits
and readings to concerts, plays,
‖
and festivals.
48. Discovery: Competitive Going.com
Competitive Review: Review
Upcoming
― Upcoming is a community
for discovering and
sharing events. It can help
you find stuff to do,
discover what your friends
are doing, or let you keep
private events online for
‖
your own reference.
49. Discovery: Competitive Going.com
Competitive Review: Review
Features & Functionality
Home Page Navigation •Search
•Browse Events Primary Secondary •Calendar
•Event Carousel •My Events •Help •Profiles
•Events Listing •My Account •Comments
•Friends
•My Events •Event posting and promoting
•More •Search •RSVP online/Buy tickets
•Calendar
•Add an Event •Sign in/Sign •Event filtering/sorting
•Pandora/iTunes/Last.fm
integration out •Yahoo! Maps
•Link to Beta version
50. Discovery: Competitive NYCgo.com
Competitive Review: Review
NYCgo.com
― NYC & Company is New York
City‘s official marketing, tourism
and partnership organization.
Our mission is to maximize travel
and tourism opportunities
throughout the five boroughs,
build economic prosperity and
spread the dynamic image of New
York City around the world.
‖
51. Discovery: Competitive NYCgo.com
Competitive Review: Review
Home Page Navigation Secondary Functionality
Primary • Search
•Search •Travel Trade
• Top Attractions • Google maps
•This Week carousel •Meeting Planners
• What to Do • Calendar
•NYC Highlights • Where to Stay •Membership
• Find an event
•Events calendar • Plan Your Trip •Press • Filtering
•Top 5 Events • Deals Utility • MyNYC
•Plan Your Trip • Broadway •Search
•Deals & Offers • NYC for the Holidays •Language Selector
• Free •Temperature
• NYC Shop
•Twitter, Facebook, Email
52. Discovery: Competitive Review
Competitive Review
Key Findings
• Search placed prominently on each site
• Clear need for and emphasis upon filtering events
• Calendars provide obvious benefit, but aren‘t always
prominent
• Profiles and community features are also common, but
handled with varying degrees of detail, success
• Free events are often highlighted
• Event detail pages vary, may have maps, RSVP, sharing,
rating, commenting functionality
• Displaying other venues and restaurants adds utility
• Maps prove helpful, especially to out-of-towners
• The ability to add or promote an event is not always
present or prominent
53. Discovery: Competitive Review
Competitive Review
What else have we learned?
• Who are the audiences of these sites?
• What are the strengths of these sites?
• What are their weaknesses?
• How might another event site differentiate itself from these sites?
55. Personas
Personas is a component of the Metropath(ologies) exhibit, recently
on display at the MIT Museum by the Sociable Media Group from the
MIT Media Lab . It uses sophisticated natural language processing
and the Internet to create a data portrait of one's aggregated online
identity. In short, Personas shows you how the Internet sees you.
Created at Personas: http://personas.media.mit.edu
56. Definition: Personas
Personas
―Personas summarize user research findings
and bring that research to life in such a way
that everyone can make decisions based on
these personas, not based on themselves.‖
– Steve Mulder
57. Definition: Personas
Personas
Characteristics of Effective Personas
• Varied and distinct
• Detailed
• Not weighed down with minutiae
• Tied into business-specific goals
• Backed by data
58. Definition: Personas
Personas
Methodology
• Cluster Analysis
Goals
• Create a narrative based on real data to
illustrate user behavior, motivations, goals
61. Definition: Personas
Personas
Sabrina, 27
The party planner
Location:
Gramercy Park
Attitude:
Organized, outgoing
Financial Perspective:
Generous, bit of spendthrift
Big Budget Online Habits:
Avid user of social networking sites,
Twitter, Facebook, etc
Events:
Promoter Planner
Wine tastings, gallery openings
Quote:
―I love getting bunches of friends
Small Budget together to attend all these NYC
events. There‘s so much great stuff to
do in this city!‖
62. Definition: Personas
Jerry, 44
The out-of-towner
Location:
Cincinnati, OH
Attitude:
Casual, yet adventurous
Financial Perspective:
Moderate spender
Online Habits:
Big Budget
Utilitarian use of the Web to
research trips, read about the arts
and pay bills
Events:
Promoter Planner
Museums, visiting landmarks, tours
Quote:
―I‘m visiting the Big Apple with my
Small Budget wife and we want to check out
some art-related events.‖
63. Definition: Personas
Personas
Donny, 38
The local comedian
Location:
East Village
Attitude:
Laidback, loosely organized
Financial Perspective:
Frugal, paycheck to paycheck
Online Habits:
Big Budget
Spends time networking, promoting his
act online, haunts comedy sites
Events:
Comedy slams, variety shows Promoter Planned
Quote:
―I land a few comedy gigs around the
city and I want to promote them better.‖ Small Budget
64. Definition: Personas
Personas
Jenny, 33
The professional promoter
Location:
Williamsburg
Attitude:
Busy, disciplined, professional
Financial Perspective:
Healthy budget for promotions and
advertising
Online Habits:
Heavy use of social networking sites both
professionally and personally, shops online Big Budget
Events:
Small gigs, big concerts, DJ sets
Quote:
Promoter Planned
―I manage a few bands and DJs and I
have to ensure they‘re listed in the right,
targeted places.‖
Small Budget
65. Definition: Personas
Class Exercise: Personas
Jerry Jenny Donny Sabrina
In regards to Events.com,
• What tasks might each persona attempt to complete on Events.com?
• What features can you imagine each persona might like on such a site?
• What obstacles or pain points might they encounter?
69. Definition: Card Sorting
Card Sorting
―There are often better ways to organize
data than the traditional ones that first
occur to us. Each organization of the
same set of data expresses different
attributes and messages. It is also
important to experiment, reflect, and
choose which organization best
communicates our messages.‖
– Nathan Shedroff, Experience Strategist
70. Definition: Card Sorting
Methodology
• Grouping and labeling with index cards, post it notes
• Two types:
– Open – Participants sort cards with no pre-established categories.
Useful for new architectures
– Closed – Participants sort cards into predetermined, provided
groups. Useful for fitting content into existing architectures
• Online card sorts
– WebSort, OptimalSort, Socratic
Goals
• Organize content more efficiently
• Find names for groups of content based on users‘ perspectives
Self Study
"Card sorting: a definitive guide" by Donna Spencer and Todd Warfel, Boxes and Arrows, 2004/04/07
71. Definition: Card Sorting
Case Studies:
•Wachovia Wealth Management Group
•American Red Cross
•Automotive Manufacturer
72. Definition: Card Sorting
Class Exercise: Card Sorting
As individuals:
• Take 5 minutes to think of all the events a
person could attend
• Write each event you come up with on a Post-
It note
73. Definition: Card Sorting
Class Exercise: Card Sorting
Now, as a group:
• Take a few minutes to organize your events
into categories (group & label them)
• Then we‘ll share some categories
74. Definition: Card Sorting
Card Sorting: Next Steps
With the results of a card sort we then can:
• Build consensus
• Refine terminology
• Create a site map
• Help define navigation
77. Design: Site Maps
Conceptual Design
―A site map is a high level
diagram showing the hierarchy
of a system. Site maps reflect
the information structure, but
are not necessarily indicative of
the navigation structure.‖
- Step Two Designs
78. Design: Site Maps
Conceptual Design
Site map for Men‗s section of designer clothing site
79. Design: Site Maps
Conceptual Design
Biocarta Site map, Fromson Consulting
80. Design: Site Maps
Conceptual Design
Site map by Kazi Shanto, Louise Blouin Media
84. Design: Navigation
Grids
Types of Navigation Areas of Navigation
• Site Structure – major nav • Global – universal header/footer
• Local – left nav/right nav
• Hierarchical – product families
• Local content – text links, buttons
• Function – sitemap privacy
• Direct – banner ad/shortcut
• Reference – related links Styles of Navigation
• Dynamic – search results
• Breadcrumb – location • Rollover
• Dropdown
• Step Navigation – sequence
through forms/results • Flyout
• Tabs
• Faceted Navigation – filters
results • Accordion
Self Study
Adapted from Atsushi Hasegagwa‘s The 7 Navigation Types of Web Sites
91. Design: Sketching
Sketching
Twitter
[This sketch] has very special significance – it's hanging in the office somewhere with one other page.
Whenever I'm thinking about something, I really like to take out the yellow notepad and get it down.
– Jack Dorsey, Twitter
“twttr sketch‖ Twitter.com
92. Design: Sketching
Sketching
―There are techniques
and processes whereby
we can put experience
front and center in design.
My belief is that the basis
Bill Buxton
for doing so lies in Sketching User
Experiences
extending the traditional
practice of sketching. ‖
- Bill Buxton
93. Design: Sketching
Sketching
Attributes of a Sketch
•Quick
•Timely
•Inexpensive
•Disposable
•Plentiful Bill Buxton
Sketching User
•Clear vocabulary Experiences
•Distinct gesture
•Minimal detail
•Appropriate degree of refinement
•Suggest & explore rather than confirm
•Ambiguity
94. Design: Sketching
Sketching
Methodology
• Draw
• Limit your time
• Don‘t worry about mistakes or style
Goals
• Benefit from the participation of your
colleagues
• Quickly generate ideas and refine through
iterations
95. Design: Sketching
Design: Sketching
Class Exercise: Sketching
In teams, sketch your ideas.
1) Create & Promote an Event
96. Design: Sketching
Design: Sketching
Class Exercise: Sketching
In teams, sketch your ideas.
1) Create & Promote an Event
A. Take 5 or so minutes first to discuss what
features belong here
• Is it a single page? Multiples steps?
B. Time for silent sketching
C. Time for sharing your sketches
97. Design: Sketching
Don‘t forget to keep your personas in mind
Jenny Donny
98. Design: Sketching
Design: Sketching
Class Exercise: Sketching
In teams, sketch your ideas.
1) Create & Promote an Event
2) A Homepage
99. Design: Sketching
Don‘t forget to keep your personas in mind
Jerry Jenny Donny Sabrina
100. Design: Sketching Tools
Info
Sketching Tools:
The following apps are all for the iPad
• Adobe Ideas ($9.99)
• Bamboo Paper (Free)
• Muji Notebook ($4.99)
• Penultimate ($0.99)
• SketchBook Pro ($4.99)
102. Design: Wireframes
Wireframes
―Web site wireframes are blue prints
that define a Web page‘s content and
functionality. They do not convey
design – e.g. colors, graphics, or
fonts.‖
- fatpurple
110. Design: Wireframing Tools
Info
Wireframing/Prototype Tools:
• Adobe InDesign
• Axure
• Omnigraffle (Mac)
• Microsoft Visio
• Mockingbird (online, free)
Also:
• Adobe Proto (coming for iPad)
• Balsamiq
• iPlotz
• iMockups (iPad)
• Omnigraffle (iPad)
Self Study
Smashing Magazine: 35 Excellent Wireframing Resources
111. Design: Wireframes
Design: Sketching
Class Exercise: Final Wireframe
In your teams, create your final deliverable.
Assign one of the following to a team member:
1) Create & Promote an Event
2) Event Detail
3) Homepage
• As an individual now, you‘ll create a final ―wireframe‖
• Be sure to incorporate your team mates‘ designs and
feedback.
113. Additional Resources
Info
Books: Organizations:
• Information Architecture for the World Wide • Human Computer Interactions (HCI)
Web – Louis Rosenfeld, Peter Morville • Interaction Designers Association (IxDA)
• Information Architecture: Blueprints for the • Usability Professionals Association (UPA)
Web – Christina Wodtke, Austin Govella
• The Elements of User Experience – Jesse
Further Studies:
James Garrett
• School of Visual Arts
• Designing Web Navigation: Optimizing the
User Experience – James Kalbach, Aaron • Continuing Ed classes
Gustafson • MFA in Interaction Design
• Design of Everyday Things – Donald Norman • Adaptive Path
• The Information Architecture Institute
Local Events:
• The IA Summit
• Dot Dot Dot, SVA Lecture Series
• Pratt – Course in Information Design
• IA Meetup
• Nielsen Norman Group
• Rosenfeld Media
Web Sites:
• User Interface Engineering
• Alertbox
• A List Apart
Video:
• Boxes & Arrows
The Right Way to Wireframe by Russ Unger (YouTube)
• wireframes.tumblr.com
115. Additional Info
Info
Slideshare address:
http://www.slideshare.net/stribs
My article on how to find an IA job:
http://blog.onwardsearch.com/2012/08/information-architecture-a-guerilla-guide-to-breaking-in/
118. Design: Grids
Grids
―The true benefit of using a grid is that
as you learn how to use a grid, you
start to think systemically about the
solutions you design. You start to try
and see how various details can echo
one another, how different regions of
the canvas can be reused or used for
similar things, how like elements can be
grouped together.‖
– Khoi Vinh, former design Director, NYTimes.com
122. Design: Grids
Grids
Self Study: Want to know more?
Learn more about design by grids:
960 Grid System
960.gs
Design by Grid
www.designbygrid.com
Hashgrid
www.hashgrid.com
124. Defining Sketches Versus Wireframes
Design: Sketching
Sketches Wireframes
Quick More time-consuming
Few details Very detailed
Not typically delivered Professional deliverable
Templates Pages
Apply to many different pages Specific, may apply to a single
page or screen
Examples: Examples:
• basic page • homepage
• product page • ecommerce or transactional
form
Editor's Notes
Introduction to Information Architecture & DesignSchool of Visual Arts | Winter 2010Robert StribleyMail Box Planes - Photo: Flickr.com/stribs
Aussie-Style Liquorice,Razorfish War Room
Aussie-Style Liquorice,Razorfish War Room
Aussie-Style Liquorice,Razorfish War Room
Butterfly on the New York City HighlinePhoto: Flickr.com/stribs
Butterflies at the American Museum of Natural History’s Butterfly Conservatory. Photo: Flickr.com/stribs
Butterflies at the American Museum of Natural History’s Butterfly Conservatory. Photo: Flickr.com/stribs
Using architectural plans as a metaphor for an IA’s work
The 2010 Summit is in Phoenix, AZPartially adapted from: “A brief history of information architecture” by Peter MorvilleInformation Architecture: Designing information environments for purpose, edited by Alan Gilchrist and Barry Mahon
Photo: Flickr.com/stribs
User Research in Copenhagen’s Elderly Homes - http://www.localhiddenvariable.com/ciid/user-research-in-copenhagens-elderly-homes/
Discovery: Competitive Review – or Audit
Goals and data from focus groups, stakeholder interviews, etc – including user behaviors and opinions
Wikipedia: Cluster analysis or clustering is the assignment of a set of observations into subsets (called clusters) so that observations in the same cluster are similar in some sense
As part of our analysis of the user research, we mapped the participants onto the behavioral matrix identified. The mapping revealed clusters of people with a similar observed behavior. These clusters helped us to determine key attributes for the personas.
Ordering lunch on a Virgin America flight - http://www.flickr.com/photos/stribs/sets/72157603319502113/ - Photo: stribs
http://www.flickr.com/photos/cannedtuna/
Nathan Shedroff is Program Director of the MBA in Design Strategy program at the California College of the Arts. His books include Experience Design 1, Making Meaning, and contributing to Richard Saul Wurman's Information Anxiety 2. Advisor for Rosenfeld Media
http://websort.nethttp://www.optimalworkshop.com/
Home page, category page, details page/product page
Home page, category page, details page/product page
Home page, category page, details page/product page
Home page, category page, details page/product page
Home page, category page, details page/product page
Adapted from Atsushi HASEGAWA’s The 7 Navigation Types of Web Siteshttp://www.slideshare.net/atsushi/the-7-navigation-types-of-web-site
Adapted from Atsushi HASEGAWA’s The 7 Navigation Types of Web Siteshttp://www.slideshare.net/atsushi/the-7-navigation-types-of-web-site
Adapted from Atsushi HASEGAWA’s The 7 Navigation Types of Web Siteshttp://www.slideshare.net/atsushi/the-7-navigation-types-of-web-site
----- Meeting Notes (2/11/12 16:59) -----Upon completing sketches: Any thoughts on how you could monetize this experience?
Head of design at Braun, the German consumer electronics manufacturer, DIETER RAMS (1932-) was one of the most influential industrial designers of the late 20th century