Post on 17-Dec-2015
Why do IA?
It is impossible to not do Information Architecture, so you are better off doing it intentionally.
Primary Responsibilities
» Build bridge between strategy and delivery– Design information hierarchy and flow,
including defining navigation structure, labeling, and searching systems
– Identify and organize content – Plan and execute usability testing
Key Deliverables
» Information maps» Low fidelity prototypes (Lo-fis)» User scenarios/user flow diagrams» Usability testing plan
Case study: Sierra Club website re-design
Scope of Project
» Strategic electronic communications plan
» Information architecture» 3 graphic design treatments» Working HTML pages - 15 templates» Web style guide
Strategy Process
» Interviews with key Sierra Club staff» E-mail survey of general membership
– Special focus on student members
» Formal audience segmentation
» User Experience Matrix
Strategy Process
Section
Name
SC Profile SC Goals Desired
Response
Experience
Parameters
Key Insights Audience
Goals
Audience
Profile“An organizationlinked to, andtakingresponsibility for,the natural world”
3 stages of
Sierra Club
effort:
• inspire
people• aff ect
institutions
• change the
env.
Communicate
that all who
join make a
dif ference.
Enable others
to feel
involved,
experience
dif ferent levels
of involvement
An optimistic
outlook that
“we can do
something”
Active
membership,
not passive.
Energize!
Inspire respect
for nature.
Involve people ondifferent levels.
Take
responsibility.
Associate
personal
optimism with
the concern for
the
environment.
In 5 years, a
much larger
number of
people acting
on their
connection to
the natural
world.
People who are
active in
environmental
action.
Members that
found their
action niche in
the
organization.
Grow their
personal
involvement in
the
environmental
issues.
Connect actions
to outcomes,
inspire timely
participation.
Outcomes:
- Celebrate
successes
- Acknowledg
e
participation
- Tell personal
stories
Participation:
- Calls to
action
- Personalize
involvement
and
information
(localize)
- Levels of
involvement
Connect
personal
experiences
to larger
issues.
High personal
expectations.
Dif ficult to
inspire.
Want to take
incremental
steps in
environmental
action
Maintain
flexible
choices.
Need to satisfy
high
expectations.
No personal
relationship
w/global
issues.
Env. Issues are
top concerns.
Personal
responsibility =
recycling.
Aware of
environ. Issues
through media.
Have many
choices in
careers,
products,
places to visit
and
organizations)
Believe they
will prosper in
li fe
professionally,
personally, &
Financially.
Strategic Recommendations
» Fundamentals– Develop logical & comprehensive
information hierarchy– Create a more consistent navigation
scheme
Strategic Recommendations
» Content prioritization– Highlight more current/dynamic info– Highlight past Sierra Club successes– Localize content
Strategic Recommendations
» Look & feel– Use imagery that incites emotion– Develop a more contemporary, active look
& feel– Orient look & feel more toward people
Information Map
Lo-fis
Graphic Design Treatments
What Is Usability Testing?
» At points in the development process, we stop and test our progress with users. We either ask them to figure out what it is or try to use it to do a typical task.
Who, What, When, Where, Why
» Early and often!
Usability Testing
Test 1: Information map and user flows» Basic processes/tasks» Labeling» Information structure/hierarchy
Usability Testing
Usability Testing
Usability Testing
Test 2: Low fidelity prototypes (LoFis) and design treatments
» Site flow and navigation» Key tasks» Graphic design comparison
Usability Testing
Usability Testing
Usability Testing
Complete working site or section prototype
» Tweak minor problems when possible» Develop “Help” or “FAQ” topics» Note issues for next release
Top 5 Usability Pet Peeves
1. Unclear labeling
2. Non-intuitive or inconsistent navigation
3. Lack of context
4. Getting as far away from your customer as possible
5. Ten pounds of shit in a five-pound bag