from construct to structure: information architecture from mental models lane becker...

From Construct to Structure:Information Architecture from Mental Models

Lane Becker [email protected]

http://adaptivepath.com/workshops/construct

Copyright 2004 Adaptive Path, LLC · [email protected] · From Construct to Structure 2

I think you need to bemore explicit here in step

two…


This Workshop Covers the Miracle

Performing Conceptual Audience Segmentation

Creating a Mental Model Diagram from non-directed,

ethnographic interview data

Performing gap analysis to guide your business strategy and

empower your customers, and deriving Navigation Structure

for an extensible foundation for your software

Workshop Format:

Combination of lecture and activities (single and group)

Process-oriented—step-by-step


Conceptual Audience

Segmentation

Mental Model

Diagram

Navigation Structure

Controlled Vocabulary Structure

Software Product Foundation


Conceptual Audience

Segmentation

Mental Model

Diagram





To develop an experience based on the patterns inherent in your stuff that empowers users to accomplish their goals.

Our goal is...


What is Information Architecture?


It’s how we get a pile of stuff...


...into a structured experience.


This includes labeling...

Squares Triangles Circles


...and navigation systems...


...that are intuitive to users.

Squares Triangles Circles

Ah Ha!


But! Not all users have the same goals.

Shapes! Colors!


So, good architectures let many users...


...access lots of content...


...in many ways.


As you can imagine, this isn’t easy…


Classifications differ…


What do you call this?


http://www.popvssoda.com/


But wait! There’s more...

Fris

Phosphate

Bubble-water

Lolly-water

Tingle Fizz Fuzz

Mixer

Soft drink

Sweet drink

Tonic

Fizz

Sodie

Cocola

Soder

Dopes


Architecture faces global issues...

Colors?

Colours?

? ? ? ? ? ? ? ? ?

¿De Colores?


Architecture faces accessibility issues...

Colors

???


Architectures suffer from jargon...

? ? ? ? ? ? ? ? ?

Shapes WebBeansShapes WebBeanstmtm


Often applied by marketing…


…or revealing internal terms


Architectures suffer from politics...

CEOUser

Excellent!???


Customers used to interact directly with departments...

Big Corp

A B C D E


But that doesn’t translate to the Web at all...

? ? ? ? ?

Big Corp

A B C D E


http://www.dhh.state.la.us/


Architectures must be extensible...

!?!


We don’t even know what else they are doing…

!!!


Successful architectures comes from two approaches...

Top-down•Interview/observe users

•Develop mental models

•Derive site’s navigation

Bottom-up•Inventory what you have

•Develop a content model

•Apply librarianship


The Two Parts of IA, Diagrammed

Surface architecture (navigation)comes from Mental Model

Deep architecture comes from the Content Model

and librarianship


Exercise #1: Awaken!

Think of the worst possible design for a bathroom faucet.

Describe in words or draw a picture of this faucet.


Exercise #1: Awaken!


Conceptual Audience

Segmentation

Mental Model

Diagram



Software Product Foundation – Quick Overview


What is a Mental Model?

How the user thinks about and approaches

their tasks and goals,

usually defined within a system of interaction

(…distinct from a Web experience)


What is a Mental Model?

Fill coffee maker with waterFill coffee maker with water

Take first glorious sip

Go to cafe for beans Grind beans

Clean out filter Find clean mug

Wipe up counter

Measure and scoop grounds

QuickTime™ and aTIFF (Uncompressed) decompressorare needed to see this picture.


What a Mental Model Diagram Looks Like

Collections of tasks organized in a skyline horizon chart

Three levels Task, Group, and Mental Space

Refine Drawings andPresent them

Design Work Plan

Research SpecificProject Needs

Work with Architect/Designer

Read PlansRead Bookson Project

Get Up ToDate on Any

Codes

Talk to OtherBuilders

Work with CADDrawings

Use Simple 3DDesign Tools

Manage CADPackage

Print Plans

ReuseDrawings fromPast Projects

Plan Design

Keep inContact with

Designer

Transmit Files

Present Designs toClient

Take Notes

PresentDrawings to

Client

Show ExamplePhotographs

RefineDrawings

Present NewDrawings

Cost Out The Design

Develop Range ofMaterials andProducts Cost

Get PriceEstimates

ResearchMaterials

Develop Range ofLabor Cost

ContactSubcontractors

FindSubcontractors

GetSubcontractorCost Estimates

Find Products

CompareProducts

Talk toSuppliers

Read Catalogs

Talk to otherBuilders

Prepare CostEstimate

Put Numbersand Ranges in

Excel

Compare NewEstimate with

Original

Present CostEstimate to Client

DiscussRanges

Show NumberRanges

Show Productsand Materials

Options


Turning user data into a product: The Big Picture…


Yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak...

Yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak yak...

Yak yak yak yak yak yak yak yak yak yak yak yak kak yak yak yak yak yak yak yak yak yak yak...


Plan Design

Design WorkPlan

Design IdeasArticles

House PlansLibrary

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

Design Work Plan



Manage CADPackage

Print Plans


Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates


House PlansLibrary


Plan Design

Design WorkPlan


House PlansLibrary

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

Ah Ha!


Conceptual Audience

Segmentation

Mental Model

Diagram





Three Basic Classes of Research

Preference Research – preferences, opinions, desires

Ability Research – what can be understood or accomplished

using certain tools or artifacts

Conceptual Research – how things get done


Types of Audience Segmentation

Demographic

Geographic

Psychographic

Behavioral

VALS

Myers-Briggs


Market Studies

What does the customer need from our product?

What else does the customer desire?

Improve the way we attract customers

Improve the way we sell to customers

How to get ahead of the competition

How to sell more of the product

I want…


Sell More!!! Beat the Competition!!!

Improve or extend the product

But…

Basing product improvements on Preference Research is like

building without enough 2x4’s

$$$!


Product Development based on Preference Research


Glossy Picture in a Magazine

Gleaming stainless steel appliances!

Wish to become gourmet cooks

Wish their kitchen would inspire them to cook more often

…With beautiful fresh produce from organic farmers!


Functional Details Unspecified

How much lovely produce can be kept fresh if the

homeowners cook twice a week?

How will they change their weekly schedules to spend time at

the farmer’s market?

How will they react to failure, like a burned reduction sauce or

an oven that doesn’t quite keep the desired temperature?

Where will they serve their meals, and how does it relate to

other entertainment spaces in the house?

???


Product Development based on Conceptual Research

Conceptual Research – how things get done– Determine or upgrade the features– Organize information or improve navigation– Improve the usability of a product

Conceptual Audience

Segmentation

Mental Model

Diagram




Define the Audiences

Narrow down your intended audiences ahead of time

Segment audience by tasks/goals, not demographic– Don’t: Age distinctions, Gender, etc– Do: Task groupings


Exercise #2: Conceptual Audience Segmentation

1) Form a group.

2) Write down hypothetical audience segments. (off the top of

your head)

3) Try again, this time grouping by goals/tasks.

4) Name these new task-based segments.


Conceptual Audience Segmentation

1. State Hypothesis

2. Brainstorm Tasks

3. Group Tasks

4. List Performers

5. Group Performers

6. Define Segments

7. Choose Segments

8. Set Qualifications

9. Create Selection Matrix


Recruiting: How Many Users?

Perhaps the biggest debate in user research practice

Remember: this isn’t science, it’s engineering– We’re looking for feedback to help us design an interface, not

manufacture a new prescription drug

Our experience: 4 to 6 people per audience type


Recruiting: Write a Screener

A simple script to weed out subjects

Write questions that narrow in on who you’re after

Order questions from generic to specific

Be very clear and specific

Avoid jargon


Recruiting: Also look for…

Find people who are currently engaged in the tasks

Pick the people who will give you the best response– Will talk a lot– Will communicate clearly (possibly with translator)– Interested in taking the time

Some people know too much…


Recruiting: Get Them

Start immediately: the better the subjects,

the better the outcome

Find internal sources of names:– Existing customers, customer support inquiries, advertise on

existing site– User groups, email discussion lists– Traditional market research means: classified ads, etc.

Use a recruiting agency:– Can get people who know nothing about the product– Can get people who are exactly your audience– Can recruit people in a variety of geographic locales– Has dedicated personnel to recruit!


Conceptual Audience

Segmentation

Mental Model

Diagram





Interviews

Task Analysis

Mental Model Diagram

Conceptual Audience

Segmentation

Mental Model

Diagram





Interviews: Do, Not Feel

Focus on exploring the tasks

The key verb is “do” not “feel”

Don’t investigate the Web or other tools –that is Ability

Research



Interviews: Non-Directed

Use “non-directed interview” techniques

Concentrate on immediate experience

Use prompts in a “dinner party” conversation; do not read

them as a verbatim script

Allow the interviewee to direct the flow of conversation

Use open questions (Why? What? When? Where? How?)

Don’t use closed questions (Did? Will? Have?)



Interviews: Prompts

Select a workflow to explore

Prepare prompts/topics to remind you

Use sources such as:– Stakeholder objective transcripts– Task brainstorm from Conceptual Audience Segmentation– Old customer support reports, customer visit reports



Interviews: Transcripts

Record verbatim transcripts, if possible– Have a person take live transcripts, or– Record the interview and have a person transcribe it.

Transcripts, not notes– First person, not third person

Review transcripts immediately after the interview

You Will Need: Detailed transcripts of the interviews


Interviews: Transcript Before


Interviews: Transcript After


Interviews: Ghosts

Best if the following roles are present for interviews:– Interviewer– Transcriber– Product representative– Analyst– Translator (if necessary)

One person can play two roles

Transcripts will benefit

Mental Model review will benefit


Interviews: Format

Telephone– Task analysis interviews are tool agnostic; we don’t need to see

how they use our tools– Can conduct interviews in other countries easily– Non-intrusive– Private– Concise

In-person– If there are unique artifacts representing tasks


Interviews

Task Analysis


Conceptual Audience

Segmentation

Mental Model

Diagram





Task Analysis: Analyze Transcripts

An extremely detailed analysis of what your users said they

do to accomplish their goals

A depersonalized way to understand your target audience– All users within a particular audience set are lumped together

Less concerned with sequential order of tasks than with

sensible grouping of tasks– Steps the users described– Similarity of tasks


Task Analysis: Physical Approach

Your team, an afternoon, a large blank wall, millions of Post-Its

Read notes and make stickies– One person plucks tasks from the transcript, the other writes them

down on stickies– One task per sticky, different colored stickies depending on the

number of times different people mentioned the same task

Make stickies and move them around until they make sense– Cluster similar stickies on the wall and give them a name– Cluster similar clusters together, and give them a name, too


Task Analysis: Walls of Stickies

Thanks: Marc Rettig


Task Analysis: Electronic Approach

Scan interview transcripts for ‘tasks’

Copy each task to a pile

Notice patterns. Group similar atomic tasks together.

Name the group based on task words

Name these groups with verbs, not nouns

Adjust these groups as the patterns grow and shift

Estimate 4 hours per interview

Can be accomplished with remote teams


Task Analysis: Audience Differences

Do this for each audience, if there are multiple audiences

Compare results between audiences and combine if

appropriate

Gather task groups into mental spaces


Exercise #3: Task Analysis

1) Form a group.

2) Find tasks in the transcript.

3) Copy tasks to cards or sticky notes. (verb + noun!)

4) Group tasks. Name the task groups. (verb + noun!)

5) Gather task groups into mental spaces. Name the mental

spaces. (verb + noun!)


Interviews

Task Analysis


Conceptual Audience

Segmentation

Mental Model

Diagram





Mental Model: Build It

A simple visualization of how users think about

the workflow you explored in the interviews

With transcript analysis, you broke activities down

into their most basic elements, then you built them back up

into meaningful groups.

The mental model shows these groups across a landscape

Design Work Plan



Manage CADPackage

Print Plans



Mental Model: Team Effort

Make it a team effort– One person makes a first draft– Team members refine it


Refine Requirements

Find Out What OtherPeople Say

Set TechnologyRequirements Get Proposals

Find Out High-LevelInformation

Find Vendors

Get Input from Peoplewithin Company

Research CorporateNeeds

UnderstandExistingProcess

Determine theROI

Set Requirements

Set FeatureRequirements

Set ReportRequirements

Set DataStorage

Requirements

Set SecurityRequirements

Set IntegrationRequirements

Solicit End-User Input for

Features

Get Buy-Infrom KeyPlayers

Get Buy-Infrom IT

DepartmentFind Vendors

Write Requestsfor Proposals

ReadProposals

Get Input fromOther

Customers

Read VendorMarketingMaterials

DistrustMarketingMaterial

Read ReviewsAttend

Conferences

Explore Web-Based

Solutions

ExploreWirelessSolutions

RefineRequirements

Based onResearch

Research the ProductsResearch the Needs

Consists of: Tasks

The individual tasks that people perform when attempting to

achieve a larger goal

Mental Model: What It Looks Like


Consists of: Task Groups

Tasks for the same goal grouped together


Refine Requirements




Find Vendors




Determine theROI

Set Requirements



Set DataStorage

Requirements




Features


Get Buy-Infrom IT



ReadProposals

Get Input fromOther

Customers



Read ReviewsAttend

Conferences

Explore Web-Based

Solutions


RefineRequirements

Based onResearch



Consists of: Mental Spaces

The set of goals which together form a complete activity


Refine Requirements




Find Vendors




Determine theROI

Set Requirements



Set DataStorage

Requirements




Features


Get Buy-Infrom IT



ReadProposals

Get Input fromOther

Customers



Read ReviewsAttend

Conferences

Explore Web-Based

Solutions


RefineRequirements

Based onResearch



Mental Model: How It is Used

Later: Existing site content from audit is “slotted” underneath to show where current site meets (or doesn’t) users’ needs.

Refine Requirements




Find Vendors




Determine theROI

Set Requirements



Set DataStorage

Requirements




Features


Get Buy-Infrom IT



ReadProposals

Get Input fromOther

Customers



Read ReviewsAttend

Conferences

Explore Web-Based

Solutions


RefineRequirements

Based onResearch


Proposal Template

Proposal Submission

Form

Online Discussion

Boards

Content Slotting


Mental Model: Horizon Chart –or- City Skyline

Detailed map of your user’s everyday goals, and the individual tasks

they undertake to achieve them

Shows where the existing site succeeds in meeting these goals;

where it overshoots; where opportunities for future development lie

Excels as a reference document, a starting point for discussions

about user requirements

Purchase theSoftware

Get Approval

Consider Timeframeand Resources to

Implement

Set TechnologyRequirements


Find Vendors


Increase AwarenessAbout Vendors

Plan Project


PeopleSoftRe-Architecture

Business Services to User Mental ModelComparison v8

15-Jun-2001

Copyright 2001 Lot21

Legend

Conceptual Area

Conceptual Group

Copy

Widespread Concept

Infrequent Concept

Prospective Customer Mental Model

Peoplesoft Content and Services

Separate Site

Decide to Change

Decide Whether to Get a Solution

Business Service

ImproveBusinessProcess

Watch forTrends inIndustry

Receive Calls,Invitations from

Vendor

Form a Teamto do

Research


Determine theROI

IncreaseAwareness

About Vendors

PutPlaceholders

in Budget

Set Timeline

Set Requirements



Set DataStorage

Requirements




Features


Get Buy-Infrom IT


HireConsultant to

Help withResearch



AttendConferences

Explore Web-Based

Solutions


ConsiderTimeframe andResources to

Implement

Decide on Alternative

Purchase Partof Package

Use ExistingEnterprise-

Level Software

Write SolutionIn-House

Negotiate Contract

NegotiateContract

Get Approval

Get LegalApproval onContracts

Purchase theSoftware

Make DecisionResearch Information about ProductFind Out DetailedInformation

Read VendorTechnicalMaterials

Attend TrainingClasses Ahead

of Time

Get SeveralDemos

Distrust SalesPeople

Try OutSoftware In-

House

ConsiderMaturity of

Product

Research the Needs Make Purchase

Make Decision

Narrow DownVendors

PresentRecommenda-

tion

Make Decision

Implement theSoftware

Determine if ChangeWas a Success

Implement theSoftware

Announce theSoftware toEnd-Users

MeasureSuccess

ManageExpectations

AcceptResponsibilty

for Failure

ImplementSoftware

MeasureSuccess

Similar to Current Cust.

InteractiveDiagram

Super Demo

Product Tour

Landing Page

Landing Page(for events)

TechnicalWhite PaperDownload

BusinessSolutions

White PaperDownload

BusinessSolutions

White PaperDownload

Click-ThroughDemo

(businessdetails)

Click-ThroughDemo

(technicaldetails)

ProductModule Page

(Improved)Product

Module Page

Virtual Library(slides tosupport

presentation)

Events(Seminars,

Conferences,Tradeshows)

Events(Seminars,

Conferences,Tradeshows)

PressReleases(Products)

PeopleSoftNews Articles

(Products)

News(Mentions inthe Press)(Products)

eBusiness IQTest

eBusiness IQTest

Needs Improvement

Advisor ToolsWizard (future

version)

Advisor ToolsWizard (future

version)

Event Sites

Event Sites

PartnerProfiles

CustomerService Guide

CustomerLaunch

CyberSeminars

Registration

CyberSeminars

CyberSeminars

Registration

CyberSeminars

Product One-Sheets

Feature/Benefit

Descriptions

ComponentsDescriptions

Statements ofDirection

(Foundation)

TechnicalWhite Papers(Foundation)

InternetArchitectureInformation

(Foundation)

PeopleToolsInformation

Find Out ifFoundation is a

Match

Data Sheets

Statements ofDirection(Product)

InternetArchitectureInformation(Product)

FeatureStories, Ask

Expert

FeatureStories, Ask

Expert

FunctionalityLists perproduct

PeopleTalkNewsletter

Global SupportCenter Terms

and Conditions

PeopleSoftUniversity

Details

ProductConfigurators

ProductConfigurators

Implementa-tion Roadmap

View Statusof Account

Train the End-Users

KnowledgeCenter


Details

How toMeasure Your

Success

CyberSeminars

Consider VendorMatch

ConsiderReliabillity of

Vendor

ConsiderPersonality of

Vendor

ConsiderResponsive-

ness ofVendor

ConsiderGeographicLocation of

Vendor

PressReleases

(Corporate)

PeopleSoftNews Articles(Corporate)

News(Mentions inthe Press)

(Corporate)

About theCompany

ConsultingServices

Description(Implement)

Find Out AboutConsulting Services

Partner List(Consultants)

Find Out AboutHosting Services

Partner List(Hosting)

eCenterDescription

Case Studiesfor Partners

Find CertifiedPartners

Find Partners(by product or

solution)

Consider Support andTraining Options

ConsiderSupport and

TrainingOptions


eCenterCustomerSupport

Description


Details

Refine Requirements

RefineRequirements

Based onResearch

Get Proposals

WriteRequests for

Proposals

ReadProposals

Submit anRFP?

ProductBrochures

PackageSolutions

Descriptions

IndustrySolutions

Descriptions

BusinessProcessSolutions

Descriptions

Product LineDescriptions

Find Out HowComponents Relate

to One Another

CustomizedProduct

Descriptions


Get Inputfrom OtherCustomers

Read Reviews

CyberSeminars

Registration

CyberSeminars

CustomerProfiles byProduct orIndustry

Customer Listby Product or

Industry

News(Mentions inthe Press)(Products)

Consider Costs

ConsiderHardware

Costs

ConsiderSupport and

Training Costs

Consider Price


Consider f Users WillAccept System

Consider UserSkill Level

Assess Impacton Users

ConsiderProductUsability

UsabilityCase Studies(Testimonials)

Table LoadingSequesnce

Documentation

Install Guides

Hardware/Software

RequirementsDocumentation

About theCompany

About theCompany

Train End-Users

Make Time forResearch

Work on CompanyProjects

Work onCompanyProjects

Make Time forResearch

React to Office Environment

LeadManagementChat Pop-up

Get PersonalHelp FindingInformation

Find AllDownloadableContent in One

Place

PublicationsLibrary(Virtual)

Events Library(Archive)

News Library

Now Current Customer


Conceptual Audience

Segmentation

Mental Model

Diagram





Content Model

Gap Analysis

Navigation Derivation

Nomenclature

Validation

Conceptual Audience

Segmentation

Mental Model

Diagram





Content Model: Architecture Review and Content Assessment

Architecture review looks at overview of structure– Captures high-level relationships between sections– Helpful for all projects

Content audit identifies all the key content types – Use a sampling of pages– Sufficient for most projects– Foundation for content inventory

A content inventory considers every piece – Start with the audit and go deeper– Use this for CMS and other migration projects

Performed by someone other than the user researcher


Content Model: Architecture Review

An overview of how content is structured

Identify organizational schemes

Map the site


Q: Can you automate the architecture review?

A: Not really.


Typical Site-Mapping Tool Output


The Desired Result


Content Model: Content Audit

Choose a robust sampling of pages– Representative of the entire site

Identify significant types of content– Executive biographies– Press releases– Product descriptions– Specifications– Contact information– Case studies


Content Model: The Excruciating Detail of a Content Inventory

For every single piece of content on the site, ask:

What is it about?

Who is it for?

What type is it?

Where does it come from?


Content Model: Capturing Metadata

Administrative– Owner, Department, Approval

Intrinsic– Date published, title, file size, URL, author

Technical– Data source, format

Descriptive– Subject keywords, Content Type


Content Model: Content Inventory - Strategic Questions

ROT Removal– Is it Redundant?– Is it Outdated?– Is it Trivial?

Does it have historical value?

Is it critical information for a small audience?

-->In other words... can we get rid of it?

Traffic analysis can help answer these questions.


Content Model: Content Audit or Inventory - Final Result

Spreadsheet with hundreds or thousands of lines, one line per

page


Content Model: Organize Your Types

Meaningful types are the crux of our information architecture


Content Model: The Map


Content Model

Gap Analysis


Nomenclature

Validation

Conceptual Audience

Segmentation

Mental Model

Diagram





Gap Analysis: Compare Content Types to Mental Model

What types help achieve what tasks?


Gap Analysis: Comparison of Mental Model to Available Material

This is where it begins to come together

Slot content, functionality, and

business requirements where it supports audience’s mental

model

Make sure to address every significant content area

Look for gaps

If the project is “from scratch” and there are not many

explicit features, etc., use the mental model to drive

product requirements


Gap Analysis: Comparison

Ideal – Every task in the audience’s mental model is served

by content and functionality

Practical – That is never the case


Gap Type 1 – User Needs Not Supported by Content

Could be an important oversight in the content of the site

Could be be an activity not appropriate for web content


Design Work Plan



Assess Site



Codes




Take Pictures

Measure Site

Take Notes

Manage CADPackage

Print Plans


Plan Design

Keep inContact with

Designer

Transmit Files


Take Notes

PresentDrawings to

Client


RefineDrawings

Present NewDrawings

Cost Out The Design


Get PriceEstimates

ResearchMaterials



FindSubcontractors


Talk toSuppliers

Read Catalogs




Excel


Original


DiscussRanges

Show NumberRanges


Options

Kitchen LayoutTool

Buying andSelectionGuides


Shopping Cart

ProductTrends

StoreHouse Plans

Library

Building CodesHouse Plans

Library

Cost Estimator

Tiling Guide(Ortho Book)

Loan Center

ConsumerGuides

How To Hire AContractor

VendorManagement

Guides

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

ProjectWorksheets


Gap Type 2 – Content Available But No User Need

Could be extraneous content not worth maintaining

(R.O.T.)

Could be an important way to empower the user


Design Work Plan



Assess Site



Codes




Take Pictures

Measure Site

Take Notes

Manage CADPackage

Print Plans


Plan Design

Keep inContact with

Designer

Transmit Files


Take Notes

PresentDrawings to

Client


RefineDrawings

Present NewDrawings

Cost Out The Design


Get PriceEstimates

ResearchMaterials



FindSubcontractors


Talk toSuppliers

Read Catalogs




Excel


Original

Kitchen LayoutTool



Shopping Cart

ProductTrends

StoreHouse Plans

Library


Library

Cost Estimator


Loan Center

ConsumerGuides


VendorManagement

Guides

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

ProjectWorksheets


Gap Analysis: Let’s Look at What We Have


Get Training/LifelongLearning

Buy SoftwareDo Business With

Subcontractors

Design Work Plan



Do Business WithSubcontractors

ManageSubcontractors

Get SubcontractorsAssess Site

Conduct InitialMeeting

Respond to LeadsMarket Business

iRemodelRe-Architecture

Business Services to User Mental ModelComparison

Copyright 2002 Adaptive Path

Legend

Task Group

Task or Business Goal

Copy of Content

Widespread Task

Infrequent Task

User Mental Model - Builder - Up To The Point of Finalizing Design and Costs

Generate New Business

PrioritizeNeeds, Wants,

Wishes



Codes




Get Tour fromClient


Take Pictures

Measure Site

Take Notes

Talk RoughCost Estimates

Manage CADPackage

EvaluateSoftware

Print Plans


Take ClassesReturn Email

Inquiries

PlaceAdvertisement

s in Paper

Send OutMailing

Return PhoneInquiries

Scope Project and Bid

Prepare for InitialMeeting

Set UpAppointment

GatherMaterials Follow-up Initial

Meeting

Email or CallClient with

BasicUnderstanding

Take Notes

Determine Scope

Estimate TimeNeeded

EstimateMaterialsNeeded

Estimate Costs(Initial)

Initial Cost ofMaterials

Initial Cost ofLabor

Utilize PriorBudgets

Add Markup

Present Budget/Coststo Client

PresentBudget/Costs

to Client

Refine Budget

Refine Budget

Plan Design Work With Subcontractors

FindSubcontractors

PaySubcontractors

Present Plansto

Subcontractors

MeetSubcontractors

MakeAgreement

Keep inContact with

Subcontractors

AddressOverages

Keep inContact with

Designer

Transmit Files

Manage Business

UseQuickBooks

Send Invoices

DepositChecks

Juggle MultipleProjects

Juggle MultipleProjects

Be Responsive

CheckMessages

Return Emailand Phone

Calls

Stay Up To Date in Business

Talk toColleagues

about Software

Read SoftwareReviews

Find Classes

Stay Abreast of theField

AttendTradeshows

ReadMagazines/Publications


Take Notes

PresentDrawings to

Client


RefineDrawings

Present NewDrawings

Cost Out The Design


Get PriceEstimates

ResearchMaterials



FindSubcontractors


Find Products

CompareProducts

Talk toSuppliers

Read Catalogs




Excel


Original


DiscussRanges

Show NumberRangesScreen Potential

Clients

ScreenPotential Client


Options

Set Final Design andCost Agreement

Write up FinalAgreement

Write Up FinalAgreement

Show FinalAgreement to

Colleague

Have Client Sign Offon Final Agreement

PresentAgreement to

Client

Get Sign Offon Final

Agreement

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

ProductComparison

Tool


Information onKitchenCabinet

Materials

Cost Estimator

ScheduleEstimator


VendorManagement

Guides

Kitchen FAQs

About theCompany

Contact Us


Tell A Friend

ProjectPlanningGuides

ProjectEstimator

Checklist

Live Help

ProductDescriptions

Shopping Cart

How-to Articles

Case Studiesof Projects

ProductTrends

StoreProject

WorksheetsHouse Plans

Library

Classified Ads


Library

ProjectWorksheets

Cost Estimator

ProductDescriptions

Cost EstimatorProject

Worksheets


ProjectWorksheets

Research/Dataon Industry

Trends

VendorManagement

Guides

ProjectWorksheets

DiscussionForums

Newsletter

Eventsinformation

AssociationsInformation

Links toExternal

Resources

News

Loan Center

ProductShowcase

ConsumerGuides


VendorManagement

Guides

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates

Learn aboutInformation Provider

Promote InformationProvider

Be An Expert

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An organization of user’s tasks when attempting to accomplish a particular goal

Content slotted, where appropriate, to meet those tasks


Exercise #4: Slot the Content

1. Form a group.

2. Slot the supplied content under your mental model.


Time Out: Check Your Audience Segments

Re-examine and verify/validate audience segments.– Adjust names of segments– Combine segments into one group– Separate segments into two groups


Content Model

Gap Analysis


Nomenclature

Validation

Conceptual Audience

Segmentation

Mental Model

Diagram





Navigation Derivation: Top-Down Information Architecture


Navigation Derivation: Things To Remember – And Forget

Remember:

Everything needs to have a place in the architecture – but not

necessarily only one way to get to it.

Formality of this process is up to you

Forget for now:

How content is produced

How your company is structured


Step 1

Mental spaces become highest level of navigation

Generate NewBusiness

Scope Projectand Bid

Plan DesignCost Out the

DesignWork with

Subcontractors

ManageBusiness andStay Up To

Date

Home Page


Design WorkPlan

Work withArchitect

Assess Site

ResearchSpecificProjectNeeds

PresentDesigns to

Client

RefineDrawings and

PresentThem

Generate NewBusiness

Scope Projectand Bid

Plan DesignCost Out the

DesignWork with

SubcontractorsManageBusiness

Home Page

Step 2

Task groups become the second level


Design Work Plan



Manage CADPackage

Print Plans


Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates


House PlansLibrary

Step 3

Slotted content and functionality from the comparison is placed

in appropriate area

Plan Design

Design WorkPlan


House PlansLibrary

Kitchen LayoutTool

Lighting LayoutTool

Pre-designedKitchen

Templates


Content Model

Gap Analysis


Nomenclature

Validation

Conceptual Audience

Segmentation

Mental Model

Diagram





Nomenclature: Brainstorm

Brainstorm names for navigation– Vocabulary from transcripts– Words from industry– Thesaurus

Rules of brainstorming:– There are no bad ideas.– Do not pass judgment on an idea, whether it is good or bad.– Record each idea, unless it is a repeat


Nomenclature: Brainstorm

Vote on names

Test vote “ties” in Validation step


Content Model

Gap Analysis


Nomenclature

Validation

Conceptual Audience

Segmentation

Mental Model

Diagram





Validation: Card Sort Testing

Card Sort techniques:– Open card sort test– Closed card sort test


Validation: Card Sort Testing

Closed card sort test validates navigation structure

Can also test nomenclature alternatives


Conceptual Audience

Segmentation

Mental Model

Diagram





Information Architecture: Bottom-up

Based on time-tested principles of library science and

information retrieval

Create taxonomy (a.k.a. controlled vocabulary)

Create meta tags for retrieving the right data

Create facets for finding things


etoys.com


Wine.com

Bestcellars.com


Conceptual Audience

Segmentation

Mental Model

Diagram






What tasks your users do to achieve their goals

What they call those tasks/goals

How your product matches user goals

Diagram an audience’s mental model, a powerful communications tool

A way to trace back all aspects of the structure to the user’s workflow

Provides a quantifiable way to make design decisions

Conceptual Audience

Segmentation

Mental Model

Diagram




Task-Based Information Architecture

Remove the phrase “I think” from discussions about what

your users need




your users need

Helps achieve business goals by presenting marketing-

oriented content (e.g., cross-sells, up-sells) in context




your users need

Helps achieve business goals by presenting marketing-

oriented content (e.g., cross-sells, up-sells) in context

Helps software engineers focus on operational &

implementation problems, rather than functional or visual

interpretation problems


Where Do We Go From Here?


Choose Project

s

“Design” and Test

Assess

Return

Set Budgets

Identify Opportuni

ties

Identify Metrics

The User Experience Value Chain (Scott Hirsch & Janice Fraser)


Choose Project

s


Assess

Return

Set Budgets

Identify Opportuni

ties

Identify Metrics

The User Experience Value Chain (Scott Hirsch & Janice Fraser)

Wireframes

Visual Interpretation

HTML/CSS

Validation

Implementation


Foundation & Value Chain

Conceptual Audience

Segmentation




Choose Projects


Assess

ReturnSet

Budgets

Identify Opportuniti

es

Identify Metrics



Conceptual Audience

Segmentation




User Experience Value Chain



Conceptual Audience

Segmentation




User Experience Value Chain

Fix Product Finder

Roll Out Foundation Navigation

Roll Out Role-Based Data Serving

Add Calculato

r X

Roll Out Chinese

Site

Roll Out Russian

Site

Add Contextual Links

Roll Out Japanese

Site

Roll Out European Union

Site

Add Calculato

r Y

Add Personalization

Improve Newslett

er Services

Split Off Commodi-ty Site

Update Brand

Messaging

Tie in Contextu

al Message

s

Roll Out Mongolia

n Site


http://www.adaptivepath.com/events/workshops/construct/

from construct to structure: information architecture from mental models lane becker...

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