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NEW ORLEANS MARCH 21-25 INFORMATION ARCHITECTURE SUMMIT 2012 Presented by ANDY FITZGERALD

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IA SUMMIT ’12 THEMES Myths of Mobile Device Independence Putting Content First Future-Proofing Content Leveraging Metadata Embracing Complexity Delight & Flow Extending the Mind

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Interaction Design Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Discovery Finalized Wireframes Deck Post Launch Wireframes Interaction Design Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Discovery Finalized Wireframes Deck Post Launch Wireframes CURRENT UX PROCESS

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Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes Interaction Design Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Discovery Finalized Wireframes Deck Post Launch Wireframes PROPOSED UX PROCESS

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Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes

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Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes Interaction Design Usability Analytics Information Architecture Content Strategy User Research Sprint 0 Sprint 1 Sprint 2 Sprint N Launch Wireframes Wireframes Wireframes Research Study Paper Prototype Usability Study Usability Study Usability Study Baseline Usability Study Discovery Sketches Usability Findings Report Navigation Schema User Flows Baseline Analytics Study Analytics Findings Report Content Audit Content Inventory Content Map Content Strategy Plan Analytics Study Usability Findings Report Analytics Findings Report Finalized Wireframes Deck Post Launch Personas & User Stories Usability Study Wireframes

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“ARCHITECTURE ENABLES ENVIRONMENTS FOR INHABITATION; INFORMATION ARCHITECTURE ENABLES ENVIRONMENTS FOR UNDERSTANDING.” –Jorge Arango, “Architectures”

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I.A. IS ALSO Web Strategy Social Mobile Cross-Channel Strategy Physical Digital Intertwingularity Ubiquitous Ambient

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Content Context Users Adapted  from  Informa(on  Architecture  for  the  World  Wide  Web,   by  Louis  Rosenfeld  &  Peter  Morville

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SUMMIT THEMES (REDUX) Putting Content First Future-Proofing Content Leveraging Metadata Embracing Complexity Delight & Flow Extending the Mind Content Context Users Myths of Mobile Device Independence

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SUMMIT THEMES (REDUX) Putting Content First Future-Proofing Content Leveraging Metadata Embracing Complexity Delight & Flow Extending the Mind Context Content Users Myths of Mobile Device Independence

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MYTHS OF MOBILE CONTEXT Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12

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MYTHS OF MOBILE CONTEXT Myth #1: Mobile users are rushed and distracted Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12

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MYTHS OF MOBILE CONTEXT Myth #1: Mobile users are rushed and distracted AdWeek,    April  11,  2012   Source:  Forrester  Research

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MYTHS OF MOBILE CONTEXT Myth #1: Mobile users are rushed and distracted AdWeek,    April  11,  2012   Source:  Forrester  Research

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MYTHS OF MOBILE CONTEXT Myth #1: Mobile users are rushed and distracted Myth #2: Mobile = Less Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12

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“MOBILE USERS’ PRIORITIES CHANGE, BUT THEIR INTENTS DON’T.” –Emily Weingart, Beyond Channels

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MYTHS OF MOBILE CONTEXT Myth #1: Mobile users are rushed and distracted Myth #2: Mobile = Less Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12 Myth #3: Complexity is a dirty word Myth #4: Extra taps are evil

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MYTHS OF MOBILE CONTEXT Myth #5: Gotta have a mobile website Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12 Myth #1: Mobile users are rushed and distracted Myth #2: Mobile = Less Myth #3: Complexity is a dirty word Myth #4: Extra taps are evil Myth #6: Mobile is about apps

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MYTHS OF MOBILE CONTEXT Myth #5: Gotta have a mobile website Adapted  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12 Myth #1: Mobile users are rushed and distracted Myth #2: Mobile = Less Myth #3: Complexity is a dirty word Myth #4: Extra taps are evil Myth #6: Mobile is about apps Myth #7: Content & API are for database nerds

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“STOP BEING CHANNEL EXPERTS; START BEING CONTENT EXPERTS.” –Emily Weingart, Beyond Channels

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DEVICE INDEPENDENCE

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DEVICE INDEPENDENCE DEVICE INDEPENDENCE Place What are the physical touchpoints & surrounding channels? Mindset What is the user there to do? Social how does the presence of others affect the users’ goals? Adapted  from  Beyond  Channels,   Emily  Weingart  @  IAS12

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DEVICE INDEPENDENCE DEVICE INDEPENDENCE Place What are the physical touchpoints & surrounding channels? Mindset What is the user there to do? Social how does the presence of others affect the users’ goals? Adapted  from  Beyond  Channels,   Emily  Weingart  @  IAS12

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DEVICE INDEPENDENCE DEVICE INDEPENDENCE Place What are the physical touchpoints & surrounding channels? Mindset What is the user there to do? Social how does the presence of others affect the users’ goals? Adapted  from  Beyond  Channels,   Emily  Weingart  @  IAS12

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DEVICE INDEPENDENCE DEVICE INDEPENDENCE Place What are the physical touchpoints & surrounding channels? Mindset What is the user there to do? Social how does the presence of others affect the users’ goals? Adapted  from  Beyond  Channels,   Emily  Weingart  @  IAS12

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SUMMIT THEMES Embracing Complexity Delight & Flow Extending the Mind Context Content Users Myths of Mobile Device Independence Putting Content First Future-Proofing Content Leveraging Metadata

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“YOU PUT WATER INTO A CUP, IT BECOMES THE CUP. YOU PUT WATER INTO A BOTTLE, IT BECOMES THE BOTTLE. YOU PUT IT IN A TEAPOT, IT BECOMES THE TEAPOT.” Yoinked  from  Myths  of  Mobile  Context,   Josh  Clark  @  IAS12

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“PUTTING CONTENT FIRST MEANS CREATING CLEAN, WELL STRUCTURED, FLEXIBLE CONTENT THAT CAN BE USED ACROSS A VARIETY OF CHANNELS, PLATFORMS, AND CONTEXTS -- BECAUSE IT WAS PLANNED THAT WAY FROM THE START.” –Karen McGrane, Adapting Ourselves to Adaptive Content

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C O N T E N T P R O V I D E M U S I C P A R T N E Adapted  from  Adap(ng  Ourselves  to  Adap(ve  Content,   Karen  McGrane  @  IAS12

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CONTENT FIRST Future-proof content write for the “chunk” create content for re-use from the start Adapted  from  Adap(ng  Ourselves  to  Adap(ve  Content,   Karen  McGrane  @  IAS12

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“THE MORE STRUCTURE YOU PUT INTO CONTENT THE FREER IT WILL BECOME.” – Rachel Lovinger @rlovinger

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CONTENT FIRST Leverage metadata design for dynamically generated pages that respond to presentation and context Adapted  from  Adap(ng  Ourselves  to  Adap(ve  Content,   Karen  McGrane  @  IAS12 Future-proof content write for the “chunk” create content for re-use from the start

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“METADATA IS THE NEW ART DIRECTION” – Ethan Resnick @studip101

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SUMMIT THEMES Putting Content First Future-Proofing Content Leveraging Metadata Embracing Complexity Delight & Flow Extending the Mind Content Context Users Myths of Mobile Device Independence

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EMBRACING COMPLEXITY Overview Zoom Filter Details on demand Visual  Informa(on  Seeking  Mantra,   Ben  Schneiderman  (1996)

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COMPLEXITY HEURISTICS Prioritize Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12

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COMPLEXITY HEURISTICS Prioritize Surface patterns Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapt to users Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapt to users Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12 Reveal

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapt to users Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12 Reveal Zoom

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapt to users Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12 Reveal Zoom Consider social implications

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COMPLEXITY HEURISTICS Prioritize Surface patterns Visualize Data Account for roles Adapt to users Adapted  from  Designing  for  Complexity,   Nadine  Schaeffer  @  IAS12 Reveal Zoom Consider social implications No UI at all

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“Plot  Lines” Delayed  Gra(fica(on,  Oct-­‐Dec  2011

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CSÍKSZENTMIHÁLYI’S FLOW Finely-tuned balance of challenge & skill Clear sense of goals Positively channeled emotions Total and energized immersion in an activity Intrinsically rewarding

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“INFORMATION IS CHEAP; UNDERSTANDING IS EXPENSIVE.” –Karl Fast, Information Overload is an Opportunity

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THANK YOU!