introduction to information architecture and design - sva workshop 06/22/13
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Introduction to Information Architecture and Design - As presented by Robert Stribley, 06/22/13, SVATRANSCRIPT
Introduction to Information Architecture & DesignSchool of Visual Arts | June 22, 2013Robert Stribley
Photo by Michael Wolf from his Life in Cities series
Introduction
Today’s presentation will be available on SlideShare following the workshop:
www.slideshare.net/stribs
Chocolate display, Xocolatti, SoHo, New York
Body Gel, Sabon, SoHo, New York
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
Butterflies at the American Museum of Natural History’s Butterfly Conservatory.
Butterflies at the American Museum of Natural History’s Butterfly Conservatory.
Intro
Robert Stribley
• I’m an Associate Experience Director at Razorfish
• I write music and arts reviews• I photograph various things• I drink coffee
Introduction
My clients have included:• Bank of America, PNC, Wachovia• JPMorgan, Morgan Stanley,
Oppenheimer Funds, Prudential, Smith Barney, T. Rowe Price
• Boston Scientific, Nasonex• Choice Hotels• Computer Associates, EMC• Ford, Lincoln• Nextel• 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
Flickr.com: Cornell University Library
Background: Defining IA
Background: History
A Brief History of IA
1975 • 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 IA
2000• 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
satire on 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
Competitive Review
Heuristic Evaluation
Ten Usability Heuristics by Jakob Nielsen
Discovery: Competitive Review
•Recognition rather than recall
•Flexibility and efficiency of use
•Aesthetic and minimalist design
•Help users recognize, diagnose, and recover from errors
•Help and documentation
•Visibility of system status
•Match between system and the real world
•User control and freedom
•Consistency and standards
•Error prevention
Self StudyFor a more detailed explanation of these heuristics, see Nielsen’s explanation here: http://www.useit.com/papers/heuristic/heuristic_list.html
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 a high-level depiction of comparison points across all sites
Also:
• Comparative Reviews
Discovery: Competitive Review
Competitive Review
Examples of Usability Criteria
Note: These examples are not intended to provide a comprehensive listing. Appropriate criteria may 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
Competitors
Discovery: Competitive Review
Competitive Review
Key Findings• Search placed prominently on each site
• Clear need for and emphasis upon filtering events
• Calendars provide obvious benefit, but aren’t always prominent
• Profiles and community features are also common, but handled with varying degrees of detail, success
• Free events are often highlighted
• Event detail pages vary, may have maps, RSVP, sharing, rating, commenting functionality
• Displaying other venues and restaurants adds utility
• Maps prove helpful, especially to out-of-towners
• The ability to add or promote an event is not always present or 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: PersonasDefinition: Personas
Personas
Characteristics of Effective Personas
• Varied and distinct• Detailed• Not weighed down with minutiae• Tied into business-specific goals• Backed by data
Definition: PersonasDefinition: Personas
Personas
Methodology• Cluster Analysis
Goals• Create a narrative based on real data to
illustrate user behavior, motivations, goals
Definition: PersonasDefinition: Personas
Small Budget
Big Budget
PlannerPromoter
Definition: PersonasDefinition: Personas
Definition: PersonasDefinition: 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: 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: PersonasDefinition: 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: PersonasDefinition: 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 online
Events: 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: PersonasDefinition: Personas
Class Exercise: Personas
Definition: PersonasDefinition: Personas
In regards to Events.com,
• 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
Lunch Break
Agenda
Afternoon• Card Sorting• Site Maps• Page Types• Navigation• Sketching• Wireframes• Q&A
AgendaAgenda
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 SortingDefinition: 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 SortingDefinition: 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 SortingDefinition: Card Sorting
Class Exercise: Card Sorting
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 SortingDefinition: Card Sorting
Class Exercise: Card Sorting
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 SortingDefinition: Card Sorting
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 SortingDefinition: Card Sorting
Design
Site Maps
Conceptual DesignDesign: Site MapsDesign: 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 MapsDesign: Site Maps
Conceptual DesignDesign: Site MapsDesign: Site Maps
Page Types
The Mercator Atlas of EuropeFrom The British Library
Conceptual Design
Home Page Category Page Details Page
Design: Page Types 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: NavigationDesign: 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
• AccordionSelf Study
Adapted from Atsushi Hasegagwa’s The 7 Navigation Types of Web Sites
Grids
Mega Dropdowns
Design: NavigationDesign: Navigation
Grids
Power Footers
Design: NavigationDesign: Navigation
Sketching
Ornithopter by Leonardo da Vinci, 1485-1487
Design: SketchingDesign: Sketching
SketchingDesign: SketchingDesign: Sketching
Sketching
Any guesses what this is a sketch of?
Design: SketchingDesign: 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: SketchingDesign: 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: SketchingDesign: 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: SketchingDesign: 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: SketchingDesign: Sketching
Design: Sketching
Class Exercise: Sketching
In teams, sketch your ideas.
Create & Promote an Event1. Take 5 or so minutes first to discuss what
features belong here• Is it a single page? Multiples steps?
2. Time for silent sketching
3. Time for sharing your sketches
Design: SketchingDesign: Sketching
Design: SketchingDesign: Sketching
Jenny Donny
Don’t forget to keep your personas in mindDon’t forget to keep your personas in mind
Sketching Tools:
The following apps are all for the iPad
• Adobe Ideas ($9.99)
• Bamboo Paper (Free)
• Muji Notebook ($4.99)
• Penultimate ($0.99)
• SketchBook Pro ($4.99)
InfoDesign: Sketching ToolsDesign: 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: WireframesDesign: Wireframes
Design: SketchingDesign: Wireframes - ExamplesDesign: Wireframes - Examples
wireframe by matthieu mingasson
Design: SketchingDesign: Wireframes - ExamplesDesign: Wireframes - Examples
screencap from The Right way to Wireframe
by Semantic Will
Design: SketchingDesign: Wireframes - ExamplesDesign: Wireframes - Examples
iPad news app wire by F. Yamada
Design: SketchingDesign: Wireframes - ExamplesDesign: Wireframes - Examples
Design: SketchingDesign: Wireframes - ExamplesDesign: Wireframes - Examples
Wireframing/Prototype Tools:
• Adobe InDesign
• Axure
• Omnigraffle (Mac)
• Microsoft Visio
• Mockingbird (online, free)
Also:
• Adobe Proto (coming for iPad)
• Balsamiq
• iPlotz
• iMockups (iPad)
• Omnigraffle (iPad)
InfoDesign: Wireframing ToolsDesign: Wireframing Tools
Self Study
Smashing Magazine: 35 Excellent Wireframing Resources
Design: Sketching
Class Exercise: Final Wireframe
In your teams, create your final deliverable:
You’ll each design a home page for Events.com
1) Sketch your ideas for a homepage as a team
2) Then each of you will create a final “wireframe”
3) Be sure to incorporate your team mates’ design ideas and feedback
Design: WireframesDesign: Wireframes
Design: SketchingDesign: Sketching
SabrinaJenny DonnyJerry
Don’t forget to keep your personas in mindDon’t forget to keep your personas in mind
Design: Sketching
Wireframe & Prototyping Tools
Axure
Dreamweaver
InDesign
Visio
Design: Wireframes 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
• Content Strategy Meetup
Web Sites:
• Alertbox
• A List Apart
• Boxes & Arrows
• wireframes.tumblr.com
InfoAdditional ResourcesAdditional 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
• Adaptive Path
• The Information Architecture Institute
• The IA Summit
• Pratt – Course in Information Design
• Nielsen Norman Group
• Rosenfeld Media
• 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 InfoAdditional Info
Design: Sketching
Wireframe & Prototyping Tools
Axure
Dreamweaver
InDesign
Visio
Design: Wireframes Design: Wireframes
Addendum:
• Grids• Dieter Rams: 10 Principles of Good Design• Defining Wireframes vs. Sketches
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: GridsDesign: Grids
GridsDesign: GridsDesign: Grids
GridsDesign: GridsDesign: Grids
GridsDesign: GridsDesign: Grids
Grids
Self Study: Want to know more?
Learn more about design by grids:
960 Grid System
960.gs
Design by Grid
www.designbygrid.com
Hashgrid
www.hashgrid.com
Design: GridsDesign: 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 designDieter Rams: 10 principles of good design
Design: SketchingDefining Sketches Versus WireframesDefining Sketches Versus Wireframes
Templates Pages
Apply to many different pages Specific, may apply to a single page or screen
Examples: • basic page• product page
Examples: • homepage• ecommerce or transactional
form
Sketches Wireframes
Quick More time-consuming
Few details Very detailed
Not typically delivered Professional deliverable