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®Information Architecture as                Geoff Barnes, Director of UX                               Elliance, Inc.
What is IA?       Information Architecture
The art & scienceof organizing & labelingwebsites, intranets, onlinecommunities, & softwareto support findability &
Exhibit A: “Site Map”
But what about
But what aboutperception?
But what aboutperception?persuasion?
But what aboutperception?persuasion?behavior?
Is that IA too?
Strategic
IA choices,made (deferred),allow brand story to thrive(or not)for years to come.
You Are Here          Discovery                          Approach                                      CreativeProject    ...
What is Story?
“The story is the essentialprogression of incidentsthat occur to the hero inpursuit of his one goal.”David Mamet, On Direc...
Story
Story What               in pursuit          to herohappens               of goal
Aristotle’s Elements of Storytelling     Diction           Decor           Chorus          Spectacle                      ...
Foundation       Character   Plot
Core                   Theme       Character           Plot
Performance    Diction           Decor           Chorus          Spectacle                              Theme          Cha...
Elliance Translation     Diction           Decor           Chorus          Spectacle                               Theme  ...
Elliance Translation     Diction           Decor           Chorus          Spectacle                               Theme  ...
Elliance Translation     Diction           Decor           Chorus      Spectacle                               Theme      ...
Elliance Translation     Diction           Decor      Chorus         Spectacle                            Theme           ...
Elliance Translation     Diction      Voice            Decor      Chorus         Spectacle                            Them...
Elliance Translation     Diction      Voice         Decor                Visual Design     Chorus         Spectacle       ...
Elliance Translation     Diction      Voice         Decor                Visual Design     Chorus                         ...
Elliance Translation                                                 Interactive     Diction      Voice         Decor     ...
Discovery                                                    Interactive     Voice      Visual Design      Social Proof   ...
IA & Content Strategy                                                    Interactive     Voice      Visual Design      Soc...
Production                                                    Interactive     Voice      Visual Design      Social Proof  ...
Structure = Story
IA & Content Strategy = Story                                                    Interactive     Voice      Visual Design ...
User Needs + Business Goals = Story        User Needs   IA   Business Goals
Site Map as Narrative Framework =Story                 Information                      Architecture          What        ...
DestinyCalling
Characters & Plot
Father EdwardSorinFounder, St. Edward’s University
BetaTested
Beta-Driven Strategy
Beta Characters, Plot, & Concerns
Beta Aspirations
Bottom Line                          2007       2008         2009Enrollment                15         20           34Avera...
Now What?
PlanMake IA a discrete stage in your process.
PlanMake IA a discrete stage in your process.         Discovery IA➡ Design                 ➡
FocusGreat IA should allow you tocommunicate more with less. Brevityprojects confidence. Consolidatewherever possible.
SacrificeBetter to build IA around a single brandpromise or marketing goal than aroundlots of competing priorities.
SacrificeBetter to build IA around a single brandpromise or marketing goal than aroundlots of competing priorities.
SupportAll story needs an audience. Great IA,backed by great content, still needsaudience. Consider demand generationearly...
Invest toward realizing resultsPut effortfrom tough IA decisions.Don’t abandon the right story, a vitalstack, or a spectac...
Investmake it happen.
®    Thank You                  Geoff Barnes          gbarnes@elliance.com              www.elliance.com
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
Information Architecture as Storytelling - 2011
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Information Architecture as Storytelling - 2011

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Dave Mamet tells us that story is what happens to the protagonist in pursuit of a goal. Aristotle's framework for the creation and telling of story hasn't been bested in eons.

On a website, the convergence of a user's goals and a business' needs becomes the plot in the story they share, and Information Architecture is the common language of that story's telling.

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Presented at EduWEB 2011.

Published in: Design, Education, News & Politics
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Information Architecture as Storytelling - 2011

  1. ®Information Architecture as Geoff Barnes, Director of UX Elliance, Inc.
  2. What is IA? Information Architecture
  3. The art & scienceof organizing & labelingwebsites, intranets, onlinecommunities, & softwareto support findability &
  4. Exhibit A: “Site Map”
  5. But what about
  6. But what aboutperception?
  7. But what aboutperception?persuasion?
  8. But what aboutperception?persuasion?behavior?
  9. Is that IA too?
  10. Strategic
  11. IA choices,made (deferred),allow brand story to thrive(or not)for years to come.
  12. You Are Here Discovery Approach CreativeProject Market Brand Content Information Interaction Story/ Visual SEO SocialMission Strategy Strategy Strategy Architecture Design Copy Design Media
  13. What is Story?
  14. “The story is the essentialprogression of incidentsthat occur to the hero inpursuit of his one goal.”David Mamet, On Directing Film
  15. Story
  16. Story What in pursuit to herohappens of goal
  17. Aristotle’s Elements of Storytelling Diction Decor Chorus Spectacle Theme Character Plot
  18. Foundation Character Plot
  19. Core Theme Character Plot
  20. Performance Diction Decor Chorus Spectacle Theme Character Plot
  21. Elliance Translation Diction Decor Chorus Spectacle Theme Character Plot
  22. Elliance Translation Diction Decor Chorus Spectacle Theme Character User Plot
  23. Elliance Translation Diction Decor Chorus Spectacle Theme Character User Plot Situation
  24. Elliance Translation Diction Decor Chorus Spectacle Theme Site Architecture & Content Character User Plot Situation
  25. Elliance Translation Diction Voice Decor Chorus Spectacle Theme Site Architecture & Content Character User Plot Situation
  26. Elliance Translation Diction Voice Decor Visual Design Chorus Spectacle Theme Site Architecture & Content Character User Plot Situation
  27. Elliance Translation Diction Voice Decor Visual Design Chorus Social Proof Spectacle Theme Site Architecture & Content Character User Plot Situation
  28. Elliance Translation Interactive Diction Voice Decor Visual Design Chorus Social Proof Spectacle Moments Theme Site Architecture & Content Character User Plot Situation
  29. Discovery Interactive Voice Visual Design Social Proof Moments Site Architecture & Content User Situation
  30. IA & Content Strategy Interactive Voice Visual Design Social Proof Moments Site Architecture & Content User Situation
  31. Production Interactive Voice Visual Design Social Proof Moments Site Architecture & Content User Situation
  32. Structure = Story
  33. IA & Content Strategy = Story Interactive Voice Visual Design Social Proof Moments Site Architecture & Content User Situation
  34. User Needs + Business Goals = Story User Needs IA Business Goals
  35. Site Map as Narrative Framework =Story Information Architecture What in to hero happens pursuit of seeks prospect destiny discovers parent reassuranc achieves student launch revives alumnus connection
  36. DestinyCalling
  37. Characters & Plot
  38. Father EdwardSorinFounder, St. Edward’s University
  39. BetaTested
  40. Beta-Driven Strategy
  41. Beta Characters, Plot, & Concerns
  42. Beta Aspirations
  43. Bottom Line 2007 2008 2009Enrollment 15 20 34Average GMAT 537 535 570% with Professional 25% 45% 88%Work ExperienceStudents from Outside 33% 45% 50%PAInternational Countries India 0 France, China, KoreaIn 2009, enrolled students hail from 12 states (versus 3 in 2007)
  44. Now What?
  45. PlanMake IA a discrete stage in your process.
  46. PlanMake IA a discrete stage in your process. Discovery IA➡ Design ➡
  47. FocusGreat IA should allow you tocommunicate more with less. Brevityprojects confidence. Consolidatewherever possible.
  48. SacrificeBetter to build IA around a single brandpromise or marketing goal than aroundlots of competing priorities.
  49. SacrificeBetter to build IA around a single brandpromise or marketing goal than aroundlots of competing priorities.
  50. SupportAll story needs an audience. Great IA,backed by great content, still needsaudience. Consider demand generationearly — build search and social into theIA plan and process.
  51. Invest toward realizing resultsPut effortfrom tough IA decisions.Don’t abandon the right story, a vitalstack, or a spectacular page becauseit’s hard tomakehappen.
  52. Investmake it happen.
  53. ® Thank You Geoff Barnes gbarnes@elliance.com www.elliance.com

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