introduction to information architecture and design - sva workshop 120812

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Introduction to Information Architecture & Design School of Visual Arts | December 8, 2012 Robert Stribley Tapestry of the Thousand Longest Rivers in the World by Boetti, 1976- 1982

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Introduction to Information Architecture and Design - presented by Robert Stribley, 12/08/12, SVA

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Page 1: Introduction to Information Architecture and Design - SVA Workshop 120812

Introduction to Information Architecture & DesignSchool of Visual Arts | December 8, 2012Robert Stribley

Tapestry of the Thousand Longest Rivers in the World by Boetti, 1976-1982

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Introduction

Today’s presentation will be available on SlideShare following the workshop:

www.slideshare.net/stribs

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Introduction

Aussie-Style Liquorice

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Chocolate display, Xocolatti, SoHo, New York

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Body Gel, Sabon, SoHo, New York

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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 

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Butterflies at the American Museum of Natural History’s Butterfly Conservatory. 

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Butterflies at the American Museum of Natural History’s Butterfly Conservatory. 

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Intro

Robert Stribley

• I’m a senior information architect at Razorfish

• I write music and arts reviews• I photograph various things• I drink coffee

Introduction

Clients include:• Bank of America, Wachovia• JPMorgan, Morgan Stanley,

Oppenheimer Funds, 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

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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

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Intro

Goals of this workshop

• Understand the basic concepts of user experience design

• Experience the general process and techniques used on a design project

• Review the basic deliverables an information architect develops within a project

Introduction

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Agenda

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Agenda

Morning• Background• Design Process• Our Project• User Research• Competitive Review• Personas

• Lunch

Agenda

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Agenda

Afternoon•Card Sorting•Site Maps•Page Types•Grids•Navigation•Sketching•Wireframes•Q&A

Agenda

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Background

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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

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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

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userscontent

context

IA

Background: Defining IA

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interface

information architecture

Background: Defining IA

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skin

skeleton

Background: Defining IA

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Design Process

metaphor: architectural plans

Flickr.com: Cornell University Library

Background: Defining IA

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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

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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

2013• 14th Annual IA Summit held in Baltimore, MD

Background: History

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Design Process

satire on project phases by Harold Kerzner

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Design Process

Discovery Definition Design Development

Design Process

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Design Process

Discovery Definition Design Development

• Stakeholder interviewers• Business requirements• Competitive & comparative audits• User research• Site inventory

Design Process

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Design Process

Discovery Definition Design Development

•Personas•Content & meta data

audits•Card sorts•Use cases•Sketching•Site maps•Creative brief•UX brief

Design Process

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Design Process

Discovery Definition Design Development

• Site maps• Task flows• Sketching• Wireframes• Stakeholder reviews• Prototypes• Usability testing• Visual design• Functional specifications

Design Process

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Design Process

Discovery Definition Design Development

• Site development• User acceptance

testing (UAT)• Quality

assurance (QA)• Usability testing

Design Process

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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

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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

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Our Project

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What to do?

Our Project

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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

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Discover

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User Research

User Research in Copenhagen’s Elderly Homes

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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 Rosenfield & Peter Morville

Discovery: User Research

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User Research

Methodology• Focus Groups• Surveys• Interviews

Goals• Identify patterns and trends in user behavior,

tasks, preferences, obstacles.

Discovery: User Research

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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

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Competitive Review

image by brandon schauer

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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

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Competitive Review

Methodology• Heuristic Evaluation• Usability Criteria• Scorecard

Goals• Review and analyze competitor sites according to

particular criteria• Draw key findings, which can influence and guide IA

through the design phase

Also:• Comparative Reviews

Discovery: Competitive Review

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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

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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

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Competitive Review

Competitors

Discovery: Competitive Review

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Competitive Review: Flavorpill

Flavorpill loves culture. We embrace the high-brow, low-brow, underground, mainstream, and everything in between — as long as it's good.

A city guide for those who like to go out, Flavorpill publishes a daily update of worthwhile cultural-event listings, from art exhibits and readings to concerts, plays, and festivals.

Flavorpill

Discovery: Competitive Review

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Competitive Review: Flavorpill

Home Page•Featured Event Strip•Search•Featured Event•What’s Happening•Recently Added•Coming Up•Featured Venue•Giveaways•New York Guide

Discovery: Competitive Review

NavigationPrimary

•Events

•Editor Picks

•Featured Venues

•Giveaways

Utility•City Dropdown

•Log In/Log Out

•SignUp/ Profile

•Social (Facebook, Twitter, Tumblr)

•iPhone App

•Search

Features & Functionality•Search•Calendar•Filtering•Google maps•Comments•Profile

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Upcoming

Competitive Review: Going.com

Upcoming is a community for discovering and sharing events. It can help you find stuff to do, discover what your friends are doing, or let you keep private events online for your own reference.

Discovery: Competitive Review

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Home Page•Browse Events•Event Carousel•Events Listing•My Events•Calendar•Pandora/iTunes/Last.fm integration

•Link to Beta version

Competitive Review: Going.comDiscovery: Competitive Review

NavigationPrimary

•My Events•Friends•More•Add an Event

Secondary•Help•My Account•Search•Sign in/Sign out

Features & Functionality•Search•Calendar•Profiles •Comments•Event posting and promoting•RSVP online/Buy tickets•Event filtering/sorting•Yahoo! Maps

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NYCgo.com

NYC & Company is New York City’s official marketing, tourism and partnership organization.

Our mission is to maximize travel and tourism opportunities throughout the five boroughs, build economic prosperity and spread the dynamic image of New York City around the world.

Competitive Review: NYCgo.comDiscovery: Competitive Review

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Competitive Review: NYCgo.comDiscovery: Competitive Review

Functionality• Search• Google maps• Calendar• Find an event• Filtering• MyNYC

NavigationPrimary

•Top Attractions

•What to Do

•Where to Stay

•Plan Your Trip

•Deals

•Broadway

•NYC for the Holidays

•Free

•NYC Shop

Secondary•Travel Trade

•Meeting Planners

•Membership

•PressUtility

•Search

•Language Selector

•Temperature

•Twitter, Facebook, Email

Home Page•Search

•This Week carousel

•NYC Highlights

•Events calendar

•Top 5 Events

•Plan Your Trip

•Deals & Offers

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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

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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

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Define

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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.

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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

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Personas

Characteristics of Effective Personas

• Varied and distinct• Detailed• Not weighed down with minutiae• Tied into business-specific goals• Backed by data

Definition: Personas

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Personas

Methodology• Cluster Analysis

Goals• Create a narrative based on real data to

illustrate user behavior, motivations, goals

Definition: Personas

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Small Budget

Big Budget

PlannerPromoter

Definition: Personas

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Definition: Personas

SabrinaJenny DonnyJerry

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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

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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

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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

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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

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Class Exercise: Personas

Definition: 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

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Lunch Break

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Agenda

Afternoon• Card Sorting• Site Maps• Page Types• Grids• Navigation• Sketching• Wireframes• Q&A

Agenda

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Card Sorting

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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

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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

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Case Studies:

•Wachovia Wealth Management Group•American Red Cross•Automotive Manufacturer

Definition: Card Sorting

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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 Sorting

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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 Sorting

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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

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Design

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Site Maps

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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

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Conceptual DesignDesign: Site Maps

Site map for Men‘s section of designer clothing site

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Conceptual DesignDesign: Site Maps

Biocarta Site map, Fromson Consulting

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Conceptual DesignDesign: Site Maps

Site map by Kazi Shanto, Louise Blouin Media

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Page Types

The Mercator Atlas of EuropeFrom The British Library

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Conceptual Design

Home Page Category Page Details Page

Design: Page Types

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Navigation

Navigation Bridge, USS Enterprise by Serendigity, Flickr

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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

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Grids

Mega Dropdowns

Design: Navigation

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Grids

Power Footers

Design: Navigation

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Sketching

Ornithopter by Leonardo da Vinci, 1485-1487

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Design: Sketching

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SketchingDesign: Sketching

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Sketching

Any guesses what this is a sketch of?

Design: Sketching

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“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

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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

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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

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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

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Design: Sketching

Class Exercise: SketchingIn teams, sketch your ideas.

1) Create & Promote an Event

Design: Sketching

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Design: Sketching

Class Exercise: SketchingIn teams, sketch your ideas.

1) Create & Promote an EventA. Take 5 or so minutes first to discuss what

features belong here• Is it a single page? Multiples steps?

B. Time for silent sketchingC. Time for sharing your sketches

Design: Sketching

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Design: Sketching

Jenny Donny

Don’t forget to keep your personas in mind

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Design: Sketching

Class Exercise: SketchingIn teams, sketch your ideas.

1) Create & Promote an Event2) A Homepage

Design: Sketching

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Design: Sketching

SabrinaJenny DonnyJerry

Don’t forget to keep your personas in mind

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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 Tools

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Wireframes

photo & sculpture by polly verity

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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

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Design: SketchingDesign: Wireframes - Examples

wireframe by matthieu mingasson

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Design: SketchingDesign: Wireframes - Examples

screencap from The Right way to Wireframe

by Semantic Will

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Design: SketchingDesign: Wireframes - Examples

iPad news app wire by F. Yamada

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Design: SketchingDesign: Wireframes - Examples

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Design: SketchingDesign: Wireframes - Examples

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Design: SketchingDesign: Wireframes - Examples

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Design: SketchingDesign: Wireframes - Examples

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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 Tools

Self StudySmashing Magazine: 35 Excellent Wireframing Resources

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Design: Sketching

Class Exercise: Final WireframeIn your teams, create your final deliverable.

Assign one of the following to a team member:

1) Create & Promote an Event2) Event Detail3) Homepage

• As an individual now, you’ll create a final “wireframe” • Be sure to incorporate your team mates’ designs and

feedback.

Design: Wireframes

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Design: Sketching

Wireframe & Prototyping Tools

AxureDreamweaverInDesignVisio

Design: Wireframes

Develop

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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:• Dot Dot Dot, SVA Lecture Series• IA 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

• 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)

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Q & A

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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/

InfoAdditional Info

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Design: Sketching

Wireframe & Prototyping Tools

AxureDreamweaverInDesignVisio

Design: Wireframes

Addendum:

• Grids• Design Principles • Defining Wireframes vs. Sketches

Page 117: Introduction to Information Architecture and Design - SVA Workshop 120812

Grids

Page 118: Introduction to Information Architecture and Design - SVA Workshop 120812

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

Page 119: Introduction to Information Architecture and Design - SVA Workshop 120812

GridsDesign: Grids

Page 120: Introduction to Information Architecture and Design - SVA Workshop 120812

GridsDesign: Grids

Page 121: Introduction to Information Architecture and Design - SVA Workshop 120812

GridsDesign: Grids

Page 122: Introduction to Information Architecture and Design - SVA Workshop 120812

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

Page 123: Introduction to Information Architecture and Design - SVA Workshop 120812

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

Page 124: Introduction to Information Architecture and Design - SVA Workshop 120812

Design: SketchingDefining 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