Everything Is    NOT Important
Hi.I’m RobertStribley.I’m anInformationArchitect atRazorfish,NYC.               @stribs
Everything Is         NOT      Important               What do               you mean?#important
Murder your darlings
No, seriously. Kill them.
7 Principles for Banishing the Unimportant
1Scent of Information
3 Clicks? A mythIf there is a scientificbasis to the Three-ClickRule, we couldnt findit in our data.- User InterfaceEngine...
2Progressive Disclosure
Tease users.Then draw them to the       details.
3Information Clustering              Lustmord Table by Jenny Holzer, 1994
When information is clusteredappropriately on a screen,users can scan and quicklycome to terms with the intentof the conte...
1.   Group features and     content by type
1.   Group features and     content by type2.   Position them     according to an     intuitive hierarchy
1.   Group features and     content by type2.   Position them     according to an     intuitive hierarchy3.   Drop or demo...
ExampleScreenshot
4Remove Paths  Not Taken
Reduce the field of viewOnce users commit to a path,remove irrelevant navigation
ExampleScreenshot
5The Tyranny of Consistency
Consistency is an important butsometimes over-rated toolIt’s key in maintaining a coherentexperienceBut develop an eye to ...
Design pages so theyre scalableSuppress modules or sections of thepage until theyre neededDon’t labor to create content ju...
ExampleScreenshot
6Your Homepage Ain’t  Important Either
People may come to your homepageBut more and more likely notThey’re more likely coming from Google orsocial mediaMany site...
More Important?•   SEO*•   Taxonomy•   Meta data•   Tagging                *search engine optimization
ExampleScreenshot
7Know Your Audience
Consider the amount ofattention an audienceneeds on a particularscreen*                 *It may be zero
Recapping:•Scent of Information•Progressive Disclosure•Information Clustering•Remove Paths Not Taken•The Tyranny of Consis...
Now.Your site is perfect, right?No.Rinse and repeat.
Thank you!             @stribs   slideshare.net/stribs
Everything Is Not Important SXSW
Everything Is Not Important SXSW
Everything Is Not Important SXSW
Everything Is Not Important SXSW
Everything Is Not Important SXSW
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Everything Is Not Important SXSW

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My presentation Everything Is Not Important, as presented at SXSW, Saturday, March 9th, 2013 in Austin, TX

Published in: Design

Everything Is Not Important SXSW

  1. Everything Is NOT Important
  2. Hi.I’m RobertStribley.I’m anInformationArchitect atRazorfish,NYC. @stribs
  3. Everything Is NOT Important What do you mean?#important
  4. Murder your darlings
  5. No, seriously. Kill them.
  6. 7 Principles for Banishing the Unimportant
  7. 1Scent of Information
  8. 3 Clicks? A mythIf there is a scientificbasis to the Three-ClickRule, we couldnt findit in our data.- User InterfaceEngineering, April 2003 Designing for scent is more successful than designing for navigation. – Jared Spool, UIE
  9. 2Progressive Disclosure
  10. Tease users.Then draw them to the details.
  11. 3Information Clustering Lustmord Table by Jenny Holzer, 1994
  12. When information is clusteredappropriately on a screen,users can scan and quicklycome to terms with the intentof the content.
  13. 1. Group features and content by type
  14. 1. Group features and content by type2. Position them according to an intuitive hierarchy
  15. 1. Group features and content by type2. Position them according to an intuitive hierarchy3. Drop or demote the less important content
  16. ExampleScreenshot
  17. 4Remove Paths Not Taken
  18. Reduce the field of viewOnce users commit to a path,remove irrelevant navigation
  19. ExampleScreenshot
  20. 5The Tyranny of Consistency
  21. Consistency is an important butsometimes over-rated toolIt’s key in maintaining a coherentexperienceBut develop an eye to know whento break from it
  22. Design pages so theyre scalableSuppress modules or sections of thepage until theyre neededDon’t labor to create content just toensure every page is "consistently"populated
  23. ExampleScreenshot
  24. 6Your Homepage Ain’t Important Either
  25. People may come to your homepageBut more and more likely notThey’re more likely coming from Google orsocial mediaMany sites report only 20% of visitors landingon their homepagesSome as few as 10 or 5%
  26. More Important?• SEO*• Taxonomy• Meta data• Tagging *search engine optimization
  27. ExampleScreenshot
  28. 7Know Your Audience
  29. Consider the amount ofattention an audienceneeds on a particularscreen* *It may be zero
  30. Recapping:•Scent of Information•Progressive Disclosure•Information Clustering•Remove Paths Not Taken•The Tyranny of Consistency•Your Homepage Ain’t Important*•Know Your Audience *OK, it’s not *as* important as once thought
  31. Now.Your site is perfect, right?No.Rinse and repeat.
  32. Thank you! @stribs slideshare.net/stribs

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