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Introduction to Information Architecture & DesignSchool of Visual Arts | March 22, 2014 Robert Stribley
Today’s presentation will be available on SlideShare following the workshop:
www.slideshare.net/stribs
Butterfly on the New York City Highline
Pattern Recognition:
In cognitive psychology, the ability to identify familiar forms within a complex arrangement of sensory stimuli
Assorted Butterfly Species
Butterflies Labeled by Species
Intro
Robert Stribley@stribs
• I’m an Associate Experience Director at Razorfish
• I like literature, cinema, music, photography, cycling
• I drink coffee
Introduction
My clients have included:
• Bank of America, PNC, Wachovia
• JPMorgan, Morgan Stanley, Oppenheimer Funds, PNC, Prudential, Smith Barney, T. Rowe Price
• Boston Scientific, Nasonex• Choice Hotels• Computer Associates, EMC• Ford, Lincoln• AT&T, Nextel• Day One, Red Cross• Pearson, Travel Channel,
Women’s Wear Daily
Intro
About You
•What’s your name?•What do you do for work?•What do you do for fun?•Coffee, tea or bottled water?
Introduction
Intro
Goals of this workshop
•Understand the basic concepts of information architecture
•Experience the general process and techniques used on a design project
•Review the basic deliverables an information architect develops within a project
Introduction
Agenda
Agenda
Morning• Background• Design Process• Our Project• User Research• Competitive Review• Personas
• Lunch
Agenda
Agenda
Afternoon•Card Sorting•Site Maps•Page Types•Navigation•Sketching•Wireframes•Q&A
Agenda
Background
Background
in•for•ma•tion ar•chi•tec•ture n.
Background: Defining IA
• The combination of organization, labeling, and navigation schemes within an information system.
• The structural design of an information space to facilitate task completion and intuitive access to content.
• The art and science of structuring and classifying web sites and intranets to help people find and manage information.
• An emerging discipline and community of 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
Navigation
Interaction
Art/Science
Discipline/ Community
Background
“It's hard to say who really is an information architect. In some sense, we all are.”— Alex Wright, Author Glut
Background: Defining IA
userscontent
context
IA
Background: Defining IA
Interface(skin)
information architecture(skeleton)
Background: Defining IA
Design Process
metaphor: architectural plans
Flickr.com: Cornell University Library
Background: Defining IA
Background: History
A Brief History of IA1975 • 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
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
A Brief History of IA2000• 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
2014• 15th Annual IA Summit held in San Diego, CA,
March 25-30
Background: History
Design Process
Project phases by Harold Kerzner
Design Process
Discovery Definition Design Development
Design Process
Design Process
Discovery Definition Design Development
• Stakeholder interviews• Business requirements• Competitive & comparative audits• User research• Site inventory
Design Process
Design Process
Discovery Definition Design Development
•Personas•Content Audit•Card sorts•Use Cases•Sketching•Site Map•Creative Brief•UX Brief
Design Process
Design Process
Discovery Definition Design Development
• Site Map• Task Flows• Sketching• Wireframes• Stakeholder Reviews• Visual Design• Prototype• Usability Testing• Functional Specifications
Design Process
Design Process
Discovery Definition Design Development
• Site Development• User Acceptance Testing (UAT)
• Quality Assurance (QA)
• Usability Testing
Design Process
Background
IA Deliverables
site map
feature/functionality inventory
comparative/competitive review
requirements document
personas
sketches
use cases
user flows prototype
wireframes
discover designdefine
experience brief
Deliverables
Background
IA Deliverables
site map
feature/functionality inventory
comparative/competitive review
requirements document
personas
use cases
user flows prototype
wireframes
discover designdefine
experience brief
visual design
sketches
Deliverables
Our Project
What to do?
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.
Our Project
Discover
User Research
User Research in Copenhagen’s Elderly Homes
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 Rosenfeld & Peter Morville
Discovery: User Research
User Research
Methodology• Focus Groups• Surveys• Interviews
Goals• Identify patterns and trends in user behavior,
tasks, preferences, obstacles.
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?
Discovery: User Research
Competitive Review
image by brandon schauer
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
Discovery: Competitive Review
Competitive Review
Heuristic Evaluation
… involves evaluators examining the interface and judging its compliance with recognized usability principles (the ‘heuristics’)
- Wikipedia
Discovery: Competitive Review
Self StudyFor a more detailed explanation of heuristic evaluation, see Jakob Nielsen’s Ten Usability Heuristics.
Competitive Review
Sample Usability CriteriaThese examples aren’t comprehensive. Appropriate criteria will 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?
Discovery: Competitive Review
Competitive Review
Methodology
•Review and analyze competitor sites according to particular criteria
•Draw key findings, which can influence and guide IA through the design phase
•Include a scorecard for high-level comparison of points across all sites
Also: Comparative Reviews
Discovery: Competitive Review
Competitive Review
Competitors
Discovery: Competitive Review
Competitive Review
Key Findings
• Search prominent on each site• Need for filtering events• Calendars are helpful, not always prominent• Profiles, social features common, but handled with varying
degrees of detail• Free events are often highlighted• Event detail pages vary, may have maps, RSVP, sharing,
rating, commenting functionality• Displaying other venues and restaurants adds utility• Option to add or promote an event isn’t always prominent
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?
Discovery: Competitive Review
Define
Personas
Created at Personas: http://personas.media.mit.edu
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.
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
Definition: Personas
Personas
Methodology• Cluster Analysis
Goals• Create a narrative
based on real data to illustrate user behavior, motivations, goals
Definition: Personas
Small Budget
Big Budget
PlannerPromoter
Personas
Characteristics of Effective Personas
• Varied and distinct• Detailed• Not weighed down with minutiae• Tied into business-specific goals• Backed by data
Definition: Personas
Definition: Personas
SabrinaJenny DonnyJerry
Sabrina, 27The party plannerLocation: Gramercy ParkAttitude: Organized, outgoingFinancial Perspective: Generous, bit of spendthriftOnline Habits: Avid user of social networking sites,
Twitter, Facebook, etcEvents: Wine tastings, gallery openingsQuote: “I love getting bunches of friends together
to attend all these NYC events. There’s so much great stuff to do in this city!”
Small Budget
Big Budget
PlannerPromoter
PersonasDefinition: Personas
Jerry, 44The out-of-townerLocation:Cincinnati, OHAttitude: Casual, yet adventurousFinancial Perspective: Moderate spenderOnline Habits: Utilitarian use of the Web to research
trips, read about the arts and pay bills
Events: Museums, visiting landmarks, toursQuote: “I’m visiting the Big Apple with my wife
and we want to check out some art-related events.”
Small Budget
Big Budget
PlannerPromoter
Definition: Personas
Personas
Donny, 38The local comedianLocation: East VillageAttitude: Laidback, loosely organizedFinancial Perspective: Frugal, paycheck to paycheckOnline Habits: Spends time networking, promoting his act
online, haunts comedy sitesEvents: Comedy slams, variety showsQuote: “I land a few comedy gigs around the city
and I want to promote them better.”
Small Budget
Big Budget
PlannedPromoter
Definition: Personas
Jenny, 33The professional promoterLocation: WilliamsburgAttitude: Busy, disciplined, professionalFinancial Perspective: Healthy budget for promotions andadvertisingOnline Habits: Heavy use of social networking sites both
professionally and personally, shops onlineEvents: Small gigs, big concerts, DJ setsQuote:“I manage a few bands and DJs and I have to
ensure they’re listed in the right, targeted places.”
Personas
Small Budget
Big Budget
PlannedPromoter
Definition: Personas
Class Exercise: Personas
Definition: Personas
• 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?
SabrinaJenny DonnyJerry
Self Study”Personas and the Role of Design Documentation" by Andrew Hinton, Boxes and Arrows, 2008/02/27
Lunch Break
Agenda
Afternoon• Card Sorting• Site Maps• Page Types• Navigation• Sketching• Wireframes• Q&A
Agenda
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
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
Definition: Card Sorting
Self Study"Card sorting: a definitive guide" by Donna Spencer and Todd Warfel, Boxes and Arrows, 2004/04/07
Case Studies:
•Wachovia Wealth Management Group•American Red Cross•Automotive Manufacturer
Definition: Card Sorting
Class Exercise:
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
Definition: Card Sorting
Class Exercise:
Now, as a group:
• Take a few minutes to organize your events into categories (group & label them)
• Then we’ll share some categories
Definition: Card Sorting
Characteristics & Findings:
• Lumping and splitting• Outliers and miscellaneous items• Placing items in multiple categories• Categories versus filters
–E.g. Free, Family, Outdoors• Unique but intuitive labels
–E.g. Geeks
Definition: 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
Definition: Card Sorting
Design
Site Maps
Conceptual DesignDesign: Site Maps
“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
Conceptual DesignDesign: Site Maps
Conceptual DesignDesign: Site Maps
Page Types
The Mercator Atlas of EuropeFrom The British Library
Conceptual Design
Home Page Category Page Details Page
Design: Page Types
Navigation
Navigation Bridge, USS Enterprise by Serendigity, Flickr
Grids
Types of Navigation
• Site Structure – major nav• Hierarchical – product families• Function – sitemap privacy• Direct – banner ad/shortcut• Reference – related links• Dynamic – search results• Breadcrumb – location • Step Navigation – sequence
through forms/results• Faceted Navigation – filters
results
Design: Navigation
Areas of Navigation
• Global – universal header/footer• Local – left nav/right nav• Local content – text links, buttons
Styles of Navigation
• Rollover• Dropdown• Flyout• Tabs• Accordion
Self StudyAdapted from Atsushi Hasegagwa’s The 7 Navigation Types of Web Sites
Grids
Mega Dropdowns
Design: Navigation
Grids
Power Footers
Design: Navigation
Sketching
Aerial Screw by Leonardo da Vinci, 1485-1487
Design: Sketching
Sketching
Can you guess what this is a sketch of?
Design: Sketching
“twttr sketch” Twitter.com
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
Design: Sketching
Sketching
“There are techniques and processes whereby we can put experience front and center in design. My belief is that the basis for doing so lies in extending the traditional practice of sketching. ”- Bill Buxton
Design: Sketching
Bill BuxtonSketching User Experiences
Bill BuxtonSketching User Experiences
Sketching
Attributes of a Sketch•Quick
•Timely
• Inexpensive
•Disposable
•Plentiful
•Clear vocabulary
•Distinct gesture
•Minimal detail
•Appropriate degree of refinement
•Suggest & explore rather than confirm
•Ambiguity
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
Design: Sketching
SketchingDesign: Sketching
SketchingDesign: Sketching
Sketching
Process
1.Discuss2.Sketch3.Share4.Revise
Design: Sketching
• Not sketching yet• Discuss the purpose of the experience you’re
sketching• What features are necessary?• How would you prioritize them?• What’s the audience?
Design: Sketching
Discuss
Sketch
• Sketch silently• Limit your time• Sketch as much has possible, as many
different ideas as possible
Design: Sketching
Share
• Review your work with your team• You offer your feedback to others
• What you like • Questions about didn’t work for you• You’re not grilling your colleagues and this
is not a competition
Design: Sketching
Revise
• Now sketch again/begin your wireframe with a more informed view, more and better ideas
• Iterate on your design
Design: Sketching
Design: Sketching
Class Exercise: Collaborative SketchingIn teams, sketch your ideas.
Event Page1. Take 5 or so minutes first to discuss what
features belong here
Design: Sketching
Design: Sketching
Class Exercise: Collaborative SketchingIn teams, sketch your ideas.
Event Page1. Take 5 or so minutes first to discuss what
features belong here2. Time for silent sketching
Design: Sketching
Design: Sketching
Class Exercise: Collaborative SketchingIn teams, sketch your ideas.
Event Page1. Take 5 or so minutes first to discuss what
features belong here2. Time for silent sketching3. Time for sharing your sketches
Design: Sketching
Sketching Tools:
The following apps are all for the iPad:
• Adobe Ideas (Free)• Bamboo Paper (Free)• Muji Notebook ($3.99)• Penultimate (Free)• SketchBook Pro ($4.99)• Paper (Free)
InfoDesign: Sketching Tools
Wireframes
photo & sculpture by polly verity
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
Design: Wireframes
Design: SketchingDesign: Wireframes - Examples
wireframe by matthieu mingasson
Design: SketchingDesign: Wireframes - Examples
screencap from The Right way to Wireframe
by Semantic Will
Wireframing/Prototyping Tools:
• Adobe InDesign• Axure• Omnigraffle (Mac)• Microsoft Visio• Mockingbird (online, free)
Also:• Balsamiq• iPlotz• iMockups (iPad)• Omnigraffle (iPad)
InfoDesign: Wireframing Tools
Self StudySmashing Magazine: 35 Excellent Wireframing Resources
Design: Sketching
Class Exercise: Final WireframeIn your teams, create your final deliverable, a home page for Events.com
Sketch First
1) Discuss features needed for a homepage2) Sketch your ideas for a homepage individually3) Review your sketches and provide feedback
Design: Wireframes
Design: Sketching
Class Exercise: Final Wireframe
Then Wireframe
1) Now, each of you will create a final “wireframe” 2) Be sure to incorporate your team mates’ design
ideas and feedback
Design: Wireframes
Design: Sketching
SabrinaJenny DonnyJerry
Don’t forget to keep your personas in mind
Design: Sketching
Wireframe & Prototyping Tools
AxureDreamweaverInDesignVisio
Design: Wireframes
Develop
Books:• Information Architecture for the World Wide Web –
Louis Rosenfeld, Peter Morville
• Information Architecture: Blueprints for the Web – Christina Wodtke, Austin Govella
• The Elements of User Experience – Jesse James Garrett
• Designing Web Navigation: Optimizing the User Experience – James Kalbach, Aaron Gustafson
• Design of Everyday Things – Donald Norman
Local Events:• IA Meetup
• Brooklyn UX
• Content Strategy Meetup
Web Sites:• Alertbox
• A List Apart
• Boxes & Arrows
• wireframes.tumblr.com
InfoAdditional Resources
Organizations:• Human Computer Interactions (HCI)
• Interaction Designers Association (IxDA)
• Usability Professionals Association (UPA)
Further Studies:• School of Visual Arts
• Continuing Ed classes
• MFA in Interaction Design
• Pratt – Course in Information Design
• Rosenfeld Media
• General Assembly
• Skillshare
• Adaptive Path
• The Information Architecture Institute
• The IA Summit
• Nielsen Norman Group
• User Interface Engineering
Video: The Right Way to Wireframe by Russ Unger (YouTube)
Q&A
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/
@stribs
InfoAdditional Info
Design: Sketching
Wireframe & Prototyping Tools
AxureDreamweaverInDesignVisio
Design: Wireframes
Addendum:
• Grids• Dieter Rams: 10 Principles of Good Design• Defining Wireframes vs. Sketches, Templates, vs.
Pages
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
Design: Grids
GridsDesign: Grids
GridsDesign: Grids
GridsDesign: Grids
Grids
Self Study: Want to know more?
Learn more about design by grids:
960 Grid System960.gs
Design by Grid www.designbygrid.com
Hashgridwww.hashgrid.com
Design: Grids
Good design is…
Good design is innovative.Good design makes a product useful.Good design is aesthetic.Good design makes a product understandable.Good design is unobtrusive.Good design is honest.Good design is long-lasting.Good design is thorough down to the last detail.Good design is environmentally friendly.Good design is as little design as possible.
© Dieter Rams, amended March 2003 and October 2009
Dieter Rams: 10 principles of good design
Design: SketchingDefining Sketches Versus Wireframes, Templates Versus Pages
Templates Pages
Apply to many different pages Specific, may apply to a single page or screen
Examples: • basic page• category page• product page
Examples: • homepage• ecommerce or transactional
form
Sketches Wireframes
Quick More time-consuming
Few details Very detailed
Not typically delivered Professional deliverable