Practicing Information Architecture Faye Hoffman Information Architect University of Victoria.

Practicing Information Architecture

Faye HoffmanInformation ArchitectUniversity of Victoria

Who Am I?

• What do I do?– I work for UVic– Web Coordinators Group in Communication Services– Information Architect

• Previously:– With: ACD Systems, Ciber Inc., Corel Inc., Grey

Interactive, NCompass Labs (Microsoft Content Management Server), Electronic Arts

– For: Hewlett Packard, Agilent, Open University, Digital Signature Trust, VanCity, Vancouver Television, Disney Interactive, Broderbund, Hollister and too many long-gone start-ups to mention…

• Further back:– ECCAD – Fine Arts– NSCAD – Visual Communication

What I’m Going to Talk About

• What is Information Architecture?

• Role of an Information Architect

• Where Does IA Fit?

• Phases of IA

• Approaches to IA

• Considerations & Deliverables

• Traditional vs. Persuasive Architecture

• Key Goals

What is 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 juxtaposition of individual pieces of information in order to convey meaning.

• A site component, a phase, a job or role, a discipline or degree and a community.

Role of an IA

• Balance the needs of the business and the users with the capabilities of technology to design comprehensive systems that include the organization, navigation, and interaction of the final solution.

• Organize patterns inherent in data, making the complex clear.

• Create the structure or map of information which allows others to find their personal paths to knowledge.

Where Does IA Fit?

Matt Jones – blackbeltjones.com

Phases of IA

• Strategy is where it all begins.

• Scope transforms strategy into requirements.

• Structure gives shape to scope.

• Skeleton makes structure concrete.

• Surface brings everything together visually.

Approaches to IA

• Top-Down– Driven by user research

– Develop mental models of audience types

– Derive main site organization from this understanding of approaches to the task

• Bottom-Up– Closely linked with content analysis

– Focused on:• Understanding and describing the content• Finding the patterns and groupings• Matching content with user needs

Top Down, Bottom Up

Content Management/Database

Site

Content Area

Content Object

Content area (Course granularity) E.g. Search, Products

Content object (Finer granularity) E.g. Search Form, Product Description

Content object attributesE.g. Search Form Fields, Content placeholders.

Content /Data

Considerations & Deliverables

Requirements Gathering

Features and FunctionsClient and User Wish-listsRecommendations

Organize Information

Content AuditsUser Flow DiagramsSite/Content Maps

Design Information

WireframesPaper PrototypesInteractive Prototypes

IA Considerations/Steps

What to DisplayWho owns whatUpdate Frequency

Type of ContentWhen to DisplayDisplay to Whom

How to DisplayFormatting ContentElement Specifications

Content Considerations/Steps

Integrating IA and Content





Content

UsersBusinessContext

Identify patternsin content

Determine what users need, how they find and use it … and ensure thatstakeholder/business goals are fulfilled in the process

Determine how stakeholdersthink they should organize & present their information

Vision & Scope

Informal Content Inventory

Formal Content Inventory

Content Map

User Flow

• Exposes key decision points• Identifies holes/issues• Identifies page count• Builds consensus about functionality

User Flow

Use Cases






Design Information




Wireframe

Wireframe - Grouping






Design Information











Design Information





How to DisplayFormatting ContentElement Specifications



Traditional vs. Persuasive Architecture

• Traditional– Principles of consistency and accessibility to all “other”

information available on the site.

• Persuasive– Principle that what matters most is whether users can

quickly and easily advance to the next step in the pursuit of their goal.

Persuasive Architecture

• Process of planning and architecting a site which persuades a user to do something.– “Something” can be a product, sign up for a newsletter,

apply for admission, give a gift to the University, etc.

• It is not a one-solution-for-all users approach.– Involves significant effort in user profiling, task analysis

and business analysis.

Persuasive Architecture

• Involves persuasive architecture, navigation, copywriting, labeling and visual design.

• Can lead to significant increase in sales, applicants etc.

• Can minimize abandonment.

Institutional Application

We are in business to inform and persuade.

• Recruitment Efforts

• Development Efforts

• Internal application adoption

Utilizing Both Approaches

• Continue to include user goals as primary motivators for navigational structure

– What actions need to be taken?

• Continue to support traditional, consistent navigation

– How can the action be taken?

• Identify and build, design & write for key “persuasive” paths

– How do we persuade someone to take the action we desire?

Key Goals

To simplify and increase the understanding and transparency of design processes and user experiences

To create designs and plans that serve as the foundation and blueprints for meaningful, useful and compelling use experiences

To ultimately contribute to the success of the University by helping people find, use and manage information more effectively

Discussion

Practicing Information Architecture Faye Hoffman Information Architect University of Victoria.

Documents

Transcript of Practicing Information Architecture Faye Hoffman Information Architect University of Victoria.