information architecture class4 01 30

The Strategy

PartSI 658 Information Architecture

Marti Gukeisen

1/30/2013

The Strategy Part

Related Readings

Information Architecture for the World Wide Web 3rd

Edition (The Polar Bear Book) Peter Morville & Louis Rosenfeld

ISBN 978-0-596-52734-1

Ch 11 Strategy

Ch 18 Business Strategy

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SI658 Information Architecture2

IA strategya man, a plan, a canal, panama. Almost to the canal.

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The Strategy Part

The Project Process

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Research

Strategy

Design

Implementation

Administration

You

are

here

The Strategy Part

Vocabulary Quiz

Top-down vs. Bottom-upThey keep mentioning this. Does it make sense yet?

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The Strategy Part

PB says: strategy should include

IA administration

technology integration

top-down or bottom-up emphasis

organization and labeling systems

document type identification

metadata field definition

navigation system design

asterisk: not an exhaustive list

6

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SI658 Information Architecture

The Strategy Part

my revisions to the PB strategy set

IA administration content maintenance strategy

technology integration

organization and labeling systems

navigation system design

page types, content types & meta fields

top-down or bottom-up emphasis

document type identification

metadata field definition

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The Strategy Part

the asteriska (still incomplete) list of IA artifacts & deliverables

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Analytics Assessment

Card Sorting

CMS Content Model

Competitive Review

Consumer Trends

Content Inventory

Content Map

Cross-Property Activity

Analysis

Ethnographic Research

Feature Cards

Feature Set

Focus Group Plan &

Report

Functional Requirements

Functional Specifications

Heuristic Evaluation

Identify Stakeholders

Identify User & Business

Objectives

Interview Scripts & Reports

Messaging Framework

Needs Analysis

Online Surveys

Prototypes (Paper, Static,

Interactive)

Personas

Reports

Review Research

Scenarios

Search Term Analysis

Site Diagram / High level

IA

Story Cards /

Storyboarding

Task Diagrams

Use Cases

User Flows

User Segmentation

User Task Analysis

User Testing Scripts &

Reports

Wireframes / Page level IA

Strategies for Strategizingthat’s so meta. or just redundant.

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The Strategy Part

IA strategy aspects Determine Goals

Business objectives, user motivation, other stakeholder goals.

Understand the EnvironmentBrand context, competitive space, user expectations & habits.

Plan the InteractionWhat states & steps are needed?

Validate & AssessAsk, test, iterate.

Document the PlanFacilitates shared understanding for everyone involved.

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The Strategy Part

possible deliverables

Determine

Goals

Understand the

Environment

Plan the

Interaction

Validate /

Assess

Document the

Plan

Identify Stakeholders Content Inventory Scenarios Heuristic Evaluation Site Diagram

User Segmentation Competitive Review User Flows Online Surveys Wireframes

Needs Analysis Analytics Assessment Task Diagrams User Testing Scripts Story Boards

Consumer Trends Review Research Use CasesUser Testing Analysis

and ReportsContent Map

PersonasCross-channel

AnalysisFeature Set Interview Scripts

Functional Requirements

Search Term Analysis User Task Analysis Feature Cards Interview ReportsFunctional

Specifications

Identify User & Business Objectives

Ethnographic Research

Card Sorting Prototypes (static,paper, interactive)

CMS Content Model

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The Strategy Part

The TACT strategy

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The Strategy Part

TACT, abbreviated

Think: ideation, brainstorming

Articulate: noting inspiration as it occurs to you

Communicate: share medium-polished ideas

Test: it’s all about the validation. P.S. assume you are

wrong

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The Strategy Part

Think

Brainstorming

consider including clients, users, designers, other

stakeholders

no wrong answers

(but they aren’t all right)

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The Strategy Part

large group meetings

“…teams of eight or more people from a variety of backgrounds lock

themselves in a room for day-long ‘collaborative design workshops.’ In

our experience, these have been highly inefficient, unproductive

exercises that lead to groupthink and exhaustion.”

Large group meetings:

GOOD for brainstorming and sharing reactions

BAD for designing systems

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some important notesbudget, user testing, user testing on a budget

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The Strategy Part

that teeny tiny issue of budget

Budget is often pre-

determined

Have to balance:

integrity of “true” recommendation

realistic in-budget

approach

Creative budgeting

what can the client

handle?

rounds of revision

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The Strategy Part

more about user testing

minimal mid-level large-scale

•online testing services

• focus group

• flat prototypes (early

testing) or beta site

(later testing)

• focus on critical features

& pages

•directed phone/video

1-on-1 testing

•guerilla UX (coffee shop

1-on-1 testing)

• Flat or minimally

interactive prototypes

(early in design process)

• focus on critical features

& pages

• 1-on-1 in person testing

with interactive

prototypes

•multiple phases of

testing

•extensive testing of

features, critical pages,

& navigation

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The Strategy Part

user testing on a shoestring

Focus on the 20% that’s different, not the 80%

that’s the samethe wheel works, trust me. I ride a bike.

Quick and (relatively) cheap online testing such as UserTesting.com

Guerilla UXinvade and conquer in your local coffee shop

Ask your mom or someone who doesn’t work in web design

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Business Strategyputting the BS in IA

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The Strategy Part

business strategy and information

architecture

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The Strategy Part

Fig 18.1 aka my favorite feedback loop

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The Strategy Part

relevant questions

What is your company really good at?

What is your company really bad at?

What makes your company different from your

competitors?

How are you able to beat competitors?

How can your web site or intranet contribute to

competitive advantage?

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The Strategy Part

Mind the Gap

IA assessment and planning can help identify the

GAP between the strategic VISION and the

experience ACTUALITY

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The Strategy Part

SWOT Analysis

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The Strategy Part

Geoffrey Moore’s Competitive

Advantage Hierarchy

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The Strategy Part

the good and the bad of the iceberg

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Project Timethe part where you collaborate and teach each other

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The Strategy Part

Get in your groups

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The Strategy Part

the first group assignment Due today by End of Day (11:59:59 EST)

Have ONE group member email me your what & how brief

! include all group members names in the email

the what & how brief anatomy of as-is IA

elevator pitch

business model canvas ♪

back it up to “volume zero”

template linked to from ctools

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http://www.youtube.com/watch?feature=player_embedded&v=QoAOzMTLP5s

https://docs.google.com/a/umich.edu/presentation/d/1HRAWHzqw5KgJ-YFparZ4jlu8Qyk9ToogIyB546ubhkQ/edit

Presentation Timethe part where you teach

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Wrap UpMore stuff for you to do.

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32 SI658 Information Architecture

The Strategy Part

For next week

Due TUES Feb 5th at 11 pm.

50-300 words responding to the following:

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Polar Bear

Ch 5 Organization Systems

Everything is Miscellaneous Ch 4 Lumps & Splits

!!! Community Badge Opportunity

LatersQuestions?

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information architecture class4 01 30

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