This document discusses how information architecture thinking can be used to make the world a better place. It covers topics like creativity, context, and conversion. The document encourages asking the right questions to understand context and convince the right people, in order to create value and positive change through information architecture. It also stresses that the right data points are more important than simply collecting more data. The overall message is that information architecture principles can be applied to solve problems and improve the world when used thoughtfully.

1. How to use IA thinking
to make the world a better place
Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
15 February 2014
Budapest, Hungary

2. Exploring and expanding the ontologies of
information architecture
Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
9 February 2013
Los Angeles, USA

4. How to use IA thinking
to make the world a better place
Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
15 February 2014
Budapest, Hungary

5. From creativity to libamájblokk
How we can learn to think even better!
Observations
Stories
Lessons
Eric Reiss
@elreiss
World IA Day
15 February 2014
Budapest, Hungary

6. Let’s start with a
few questions

7. Which seem more alike?
a. a sphere and a circle
b. a sphere and a cube

8. Which item seems least relevant?
a. cassette tape
b. mirror
c. music CD
d. LP record

9. Which item seems least relevant?
a. cassette tape
b. mirror
c. music CD
d. tin-can lid

10. Which item seems least relevant?
a. cassette tape
b. mirror
c. car hubcap
d. tin-can lid

11. Which seem more alike?
a. a cube and a square
b. a cube and a sphere
a. a sphere and a circle
b. a sphere and a cube

12. Source: http://www.asis.org/Bulletin/Feb-08/FebMar08_IA_Reiss.html

13. Choice
Creativity
Context
Conversion

16. Source: Standard screen patterns by Theresa Neil

17. Creativity is when you go beyond
learned behaviours to discover
generic properties and patterns

18. Creativity is not about what you think.
It’s about how you think.
Dare to wonder!

19. Choice
Creativity

21. +
vs.
vs.

22. Three different scenarios
Buy camera and case at same time
Expectation that some high-end cases would be sold
Case bought separately – three choices
Expectation that mostly mid-range case would be sold
Case bought separately – two choices
Expectation that mostly low-end case would be sold
Inspired by Dr. Susan Weinschenk

23. +
3
8
5
6
5
3
13
5

24. Choice can be manipulated.
We have an ethical responsibility.

25. Choice
Creativity
Context

26. +
+

28. Context is also about
creating understanding

31. Context is where we create value

32. Choice
Creativity
Context
Conversion

33. Buzzword du jour

34. “We have over 100 nodes we
monitor. We have all the
answers and know how to
respond.”
A client

35. More ≠ Better
Let’s play a game…

36. ®

37. Start collecting your data points –
NOW!
(Eric, tell your story)

38. It is a cold January day. The charismatic 43-year
old leader of his party has just been sworn in as
chief executive of his country. Standing next to him
is his predecessor, a famous general who 15 years
earlier had led his army in a war that ultimately
resulted in the defeat of Germany.
Following the ceremony, the young leader watched
parades in his honour for four hours and then
partied until 3AM.
Who was this man?

40. The right data points are better than
more data points
(A date or nationality would have
provided the correct answer)

41. „Es hört jeder doch nur,
was er versteht.“
Goethe

42. CMS UX
CSS
XML
UxD
CM
„Es hört jeder doch nur,
was er versteht.“
Goethe

43. Don’t make me think!
(average user)

44. Conversion is knowing the
right questions to ask.
Conversion is also knowing the
right people to convince –
and how to convince them!

46. “Cease not to learn until thou
cease to live. Think that day
lost wherein thou draw’st no
letter to make thyself more
learn’d, wiser, and better.”
Guy Du Faur de Pibrac

47. Szép napot!
(menjunk sörözni!)

48. You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobile: (+45) 20 12 88 44
Twitter: @elreiss
er@fatdux.com
www.fatdux.com