Post on 29-Mar-2015
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morville@semanticstudios.com
Information Architecture Information Architecture Designing and Organising Digital Information SpacesDesigning and Organising Digital Information Spaces
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Introductions
Huibert J. Evekink, Amadeus Global Travel (Spain)
Margaret Hanley, BBC (UK)
Jane McConnell, NetStrategy JMC (France)
Peter Morville, Semantic Studios (USA)
Organised by Information Today in conjunction with i-expo.
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morville@semanticstudios.com
Peter MorvilleBackground• Library and Information Science (1993)• Information Architecture + Findability • CEO, Argus Associates (1994 - 2001)• Co-Author, IA for the World Wide Web (1998, 2002)
Current Roles• President, Semantic Studios• President, Asilomar Institute for Information Architecture• Adjunct Faculty, UM School of Information• VP, User Experience, Q LTD
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Asilomar Institutefor Information Architecture
• International non-profit organization
• Launched in November 2002
• Advance practice and profession of information architecture
• IA library, tools, events, discussion, events, news, job board
• 500 members from 40 countries
http://aifia.org
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Part I. The Case for IAPart I. The Case for IA
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1. The combination of organization, labeling, and navigation schemes within an information system.
2. The structural design of an information space to facilitate task completion and intuitive access to content.
3. The art and science of structuring and classifying web sites and intranets to help people find and manage information.
4. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
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ArchitectureDesignTechnology
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Why is IA Important?
Cost of finding (time, frustration)
Cost of not finding (bad decisions, alternate channels)
Cost of construction (staff, technology, planning, bugs)
Cost of maintenance (content management, redesigns)
Cost of training (employees, turnover)
Value of education (related products, projects, people)
Value of brand (identity, reputation, trust)
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morville@semanticstudios.com
Web Site Statistics
Wasted expense: most sites will waste between $1.5M and $2.1M on redesigns next year.
Forfeited revenue: poorly architected retailing sites are underselling by as much as 50%.
Lost customers: the sites we tested are driving away up to 40% of repeat traffic.
Eroded brand: people who have a bad experience, typically tell 10 others.
Forrester Research Why Most Web Sites Fail
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Time Spent Searching
Employees spend 35% of productive time searching for information online.Working Council for Chief Information Officers
Basic Principles of Information Architecture
Managers spend 17% of their time (6 weeks a year) searching for information.Information Ecology
Thomas Davenport and Lawrence Prusak
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The High Cost of Not Finding
“The Fortune 1000 stands to waste at least $2.5 billion per year due to an inability to locate and retrieve information.”
“While the costs of not finding information are enormous, they are hidden within the enterprise, and…are rarely perceived as having an impact on the bottom line.”
The High Cost of Not Finding Information
An IDC White Paper, July 2001
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Intranet Statistics
After spending two years and $3 million on development and usability testing, Bay Networks expects to see $10 million in productivity gains…as a result of its new (intranet) information architecture.
Working Council for Chief Information Officers
Basic Principles of Information Architecture
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Intranet Statistics
“The average mid-sized company could gain $5 million per year in employee productivity by improving its intranet design to the top quartile level of a cross-company intranet usability study. The return on investment? One thousand percent or more.”
Intranet Usability: The Trillion-Dollar Question
Jakob Nielsen’s Alertbox, November 2002
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Importance of Usability
“B2C site managers told us that ease-of-use was the most important element of their site’s design.”
“Financial services execs rated usability as the most important contributor to the success of a bank or brokerage site.”
Get ROI from Design
Forrester Research, June 2001.
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Organi$ation
“Delphi Group’s research on user experiences with
corporate Webs reveals that lack of organization
of information is in fact the number one problem
in the opinion of business professionals.”
Taxonomy & Content Classification
A Delphi Group White Paper, 2002http://www.delphigroup.com/research/whitepapers/WP_2002_TAXONOMY.PDF
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Vividence Research
Tangled Web 2001
Results collected from 69 major web sites.
Most Common User Experience Problems
Poorly organized search results 53%
Poor information architecture 32%
Slow performance 32%
Cluttered home pages 27%
Confusing labels 25%
Invasive registration 15%
Inconsistent navigation 13%
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Why is IA Difficult?
Language is Ambiguoussynonyms, abbreviations, acronyms, misspellings, homonyms, antonyms, contronyms, etc.
Organization is Subjectivecategorization and information seeking behaviors vary widely among individuals.
Goals are Complexfind (precision/recall), sell (push/pull), user experience
Information Architecture is…abstract, detailed, systemic
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Content
Context
Users
business goals, funding, politics, culture, technology, human resources
audiences, goals, tasks, information needs, experience, behavior, vocabularies
document and object types, metadata,
volume, existing site, structure, relationships
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Invisible Information Architecture
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IA Therefore I AmPeter Morville
morville@semanticstudios.com
Semantic Studios
http://semanticstudios.com/
Asilomar Institute for Information Architecture
http://aifia.org/
Findability
http://findability.org/