Presentation on best practices in Information Architecture with a case study on the Romanian market of web shops. This is a translated version of the presentation from WIAD 2014 in Bucharest.
DISCLAIMER
All the websites analysed here were used only for presenting a method/technique, not to grade (truly analyse) the websites.
As these were chosen randomly and we do not know the business objectives that drives these websites we can not evaluate objectively the UX of the presented pages, but we can use them to present testing methods for UX.
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WIAD 2014 Bucharest - No IA vs Good IA
1. A ROUGH GUIDE TO INFORMATION ARCHITECTURE (IA)
bad No IA vs Good IA
2. 1. About me
2. Information Architecture (IA)
3. Case study
4. IA Costs and Best practice
5. Questions
bad No IA vs Good IA
3. 15 years IT experience (UX designer, Project Manager, etc)
MSc in UX at the IT University of Copenhagen
Projects in e-learning, health care and e-commerce
UE work experience
Other interests: tango, biking, design and photography
1 Adrian Iacomi
4. INTRO. UX & IA. THE IA EXPERT.
2 Information Architecture (IA)
5.
6. Hospital sign: “Entrance at the bodyguard”
Parking sign: “Stop. Don’t park. I cut wheels. (car number)”
8. Usability – how easy can a website be used, and how easy can the
user remember the actions necessary to accomplish simple tasks.
Interaction Design (IxD) – it refers to the interaction methods with
the software and the received feedback. In day to day practice it
overlaps with IA and UX.
Information Architecture (IA) – is the art and science that applies
brick & mortar architecture principles in organizing information,
creating navigation and search systems for a software product.
User Experience Design (UX) – fully encompasses traditional HCI
design, and extends it by addressing all aspects of a product or
service as perceived by users [Wikipedia]. It can cover IA, Visual
Design, IxD and Usability testing.
IA, UxD, IxD, Us, etc – the plain word version
9. Organizes information in logical systems
Labeling systems
Navigation systems
Site maps
Search systems
Creates personas
User tests
Creates storyboards and scenarios, etc.
The IA expert
11. Method
Description: testing the usability
and findability of hardware
products on Romanian web shops
Goal: search sound card
Method: user testing
Analyze: finding IA problems and
proposing solutions
12. 1. Search in the navigation menu
2. Search by using the autosuggest
3. Results obtained by using the autosuggest
4. The compare products function
5. Display product
6. Contact web shop from the product page
7. Feedback shopping basket
8. Recommendations from the product page
9. Recommendations after sale
Analyze Web shops
13. 0
10
20
30
40
50
60
70
eMag EvoMag PC Garage Cel DC Shop Flanco Media Galaxy AvStore
Websites analyzed
1 2 3 4 5 6 7 8 9
! The test is made only to showcase UX methods, it is not a precise benchmark
23. • Card sorting
• Eye tracking
• Measuring time for finding
elements in the menu
1. Menu organization
24. • User tests
• Card sorting
• Keywords for relevant
searches
2. Autosuggest and categories
25. • Way too many options?
• Testing – how many wrong
links does the user click on
3. Search with autosuggest
26. • Measure the time necessary
to find elements in the page
• Test versions with adds
and without
• Test variants with only the
shopping cart button
colorful
4. The importance of page elements
27. • Measure the time necessary
to find elements in the page
• Using eye tracking on the
page – how easy is to find
information in the page ?
• Supporting the website
objective – selling
products?
5. Product page layout
28. • User test – how many
buy/view any of the
recommended products
6. Irrelevant recommendations
32. • Clear messages – the user
receives feedback after
every important action.
• The product compare area
is clearly displayed.
3. Adding to the shopping cart
33. • Clear messages – the user
receives feedback after every
important action.
• Easy to navigate layout
4. Website Feedback
35. IS IT WORTH INVESTING IN IA ?
4 IA Cost and Best practice
36. Disadvantages:
Money, time and personnel
Ego problems
Advantages:
Reducing costs later
Verifying design proposals
Creating the right products for the client in need, at the right
time
IA cost
37. 1. Test before release any product or idea
2. Instinct and experience are important, but without user tests
nothing can be sure
3. All layouts must be created by following the main goal of the page
4. Keep consistency in navigation and design
5. Use autosuggest with relevant results
6. Make IA/UX an important part of the software project creation
Best practice
39. Books: Information Architecture for the World Wide Web (Morville),
Smashing UX Design (Allen), A Project Guide to UX Design (Unger),
Sketching User Experiences (Buxton), Don't Make Me Think! (Krug),
Designing for interaction (Saffer), The design of everyday things
(Norman), The elements of User Experience (Garrett), etc
Websites: www.uxbooth.com, www.iainstitute.org, uxmag.com,
www.smashingmagazine.com, www.interaction-design.org
Conferences: WIAD, 2014.iasummit.org, www.ux-lx.com,
www.euroia.org.
IA resources