PATCHING OUR !CRUMBLING FOUNDATIONS !THROUGH INFORMATION ARCHITECTURE

Presented by Daniel Eizans

@danieleizans | #CSForum13

HI! I’M DANIEL EIZANS

PAST LIFE: I’ve been a journalist, a student of neuroscience, a marketer and strategist at two of the world’s largest advertising agencies. CLIENT WORK: Automotive (Ford/Chevrolet), Government (EPA, CDC, US Mint), Non-Profits (National Safety Council), Healthcare (Kaiser Permanente) and Consumer Products (Olympic Paint). TWITTER: @danieleizans

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@danieleizans | #CSForum13

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h"p://www.rexfeatures.com/search/?kw=lego+italy&iso=GBR&lkw=lego&viah=Y&stk=N&sB=&search_acDon=#  

http://www.rexfeatures.com/search/?kw=lego+italy&iso=GBR&lkw=lego&viah=Y&stk=N&sft=&search_action=#

WHAT BEFORE HOW

StakeholderInterviews

Expert Review/Competitive Research

Business ProcessMapping

Content StrategyAudit

Alignment Workshops

User Research

UserTesting

Analytics Review

Personas

Experience/Journey Maps

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LET’S GET PATCHING

Structures Patterns People

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LET’S TALK

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PEOPLE People

Let’s talk about people

Most web sites are geared for grabbing attention by focusing on findability factors that make it more useful for machines.

Attention vs. Engagement

@danieleizans | #CSForum13 http://www.flickr.com/photos/untitlism/22800371/

ELEMENTS OF CONTEXT

Environment

Behavior Situation

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PERSONAL-BEHAVIORAL CONTEXT

Emotional

Cognitive

PhysicalDOING

environmental factors, physical activity,

habits, disabilities, preferences, sensory stimuli

LEARNINGcognitive assumptions,

learning ability, education

FEELINGpsychological state, stress

level, desires, wants, needs

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PERSONAL-SITUATIONAL CONTEXT

Situation

Need

NeedNeed

TaskTask

Task

Task

Task

Task

Task

Task

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SITUATIONAL-BEHAVIORAL CONTEXT

Emotional

Cognitive

Physical

Situation

Need

NeedNeed

TaskTask

Task

Task

Task

Task

Task

Task

CONTEXTUAL CONTENT STRATEGY @danieleizans | #CSForum13

ENVIRONMENTAL FACTORS

PC/MAC

Third Party Set Top Box

Game Console Connected TV ConnectedSet Top Box

Tablet Mobile

CONTEXTUAL INQUIRY

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CRAFT “FRANKENPEOPLE”

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FORM A HYPOTHESIS

OVERCOME FEAR(Via testimonial, Use Cases, Financial

Examples)

PLAN AND IMMERSE(Browse an expert, Understand Tools)

EXPLORE OPTIONS(Browse options and understand

qualifications

TAKE ACTION(Apply for pin, Download Forms,

Contact Advisor)

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MODEL AND PLAN

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PATCH THE HOLES

LET’S TALK

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PATTERNS Patterns

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PATTERNS ARE USABLE Definition: What does our content mean to our different user bases? Patterns help us align content to a common language to make the complex clear. Arrangement (“Systems”) What should we use to organize data for users? Patterns help us find logical ways to create relationships in data? Flow: What should happen when different content types occupy different spaces? Patterns help us to choreograph how content flows within a system.

http://www.flickr.com/photos/mattimattila/7661817032/

Ontology!

Taxonomy!

Particular meaning.

Choreography!

What we understand.

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Arrangement of the parts. Instances of meaning shaped for context

Rules for interaction among the parts. What follows.

Image pilfered from @inkblurt’s tweetstream @danieleizans | #CSForum13

@danieleizans | #CSForum13

Ontology!

Taxonomy!

Particular meaning.

Choreography!

What we understand.

@danieleizans | #CSForum13

Arrangement of the parts. Instances of meaning shaped for context

Rules for interaction among the parts. What follows.

TAXONOMY: ARRANGING MEANING IN CONTEXT

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TAXONOMY: ARRANGING MEANING IN CONTEXT

ARRANGING MEANING ACROSS CONTEXTS

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@danieleizans | #CSForum13

ARRANGING MEANING ACROSS CONTEXTS

Ontology!

Taxonomy!

Particular meaning.

Choreography!

What we understand.

@danieleizans | #CSForum13

Arrangement of the parts. Instances of meaning shaped for context

Rules for interaction among the parts. What follows.

Arrangement of the parts

Particular meaning

Rules for interaction among the parts.

@danieleizans | #CSForum13

LET’S TALK

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STRUCTURES Structures

@danieleizans | #CSForum13 @danieleizans | #CSForum13 http://www.flickr.com/photos/soldiersmediacenter/

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BENEFITS OF STRUCTURE

1.  Portability 2.  Choreography 3.  Meaning

1. Inventory 2. Wireframes 3. Configuration (CMS)

STRUCTURE: MAKE SENSE OF THE MESS

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INVENTORIES: TYPE, RELATIONSHIP, MESSAGES, PERSONA, INTENT, VALUE

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BENEFIT: CONTENT MAPS

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1. Logo 2. Navigation 3. Headline 4. Author 5. Date 6. Related Assets 7. Related Badge 8. Comments 9. Related Articles 10. Social Links

CONTENT WIREFRAMES

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1. Logo 2. Navigation 3. Headline 4. Author 5. Date 6. Related Assets 7. Related Badge 8. Comments 9. Related Articles 10. Social Links

1

2

3 4

5 6 7

8

9

10

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CONTENT WIREFRAMES

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BENEFIT: HIERARCHY/CHOREOGRAPHY

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CMS: CONFIGURATION (this)

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CMS: CONFIGURATION (not this)

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WHAT BEFORE HOW

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THEN

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AND ONLY THEN

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MARKETING STUFF

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KIITOS! Twitter: @danieleizans URL: http://understandinggroup.com Slides: http://slideshare.net/danieleizans