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Make Sense:
Information architecture
for everybody
Presented by: Abby Covert | @Abby_the_IA
Make Sense: Information Architecture for Everybody
3
Information
Architecture (IA)
is a practice of
making sense
5
Objects aid
us in discourse
Typical IA Problems
• Too much information:
Overwhelming use of messages
and notifications
• Not the right information:
Confusions of meaning, intent and/
or action
• No information at all: Limited
signals for people to understand
what is happening, has happened
or is about to happen next

7
Tools of IA
• Ontological Clarifiers
• Taxonomic Structures
• Diagrammatic Techniques
• User Research
• Market Research
• Organizational Research
• Heuristic Evaluations

8
Why is
Information
Architecture
important for
everybody to
understand?

9
Because The world is complex

• People face more choices and avenues
• Businesses are under more pressure
• Technology is advanced, but constantly
changing
• We are all personally experiencing
information overload

10
because
Communication is about

understanding

11
How people understand

Data

Contextless,
Exhaustive, not
curated, not meant
to inform the
consumer

•
•
•
•

Research
Creation
Gathering
Discovery

Information

The careful
arrangement of
data to perform
in a context

•
•

Presentation
Organization

Knowledge

Wisdom

An intimate
understanding of
patterns and meta
patterns enough to
allow for novel uses

Gained through
experience with the
same set of data
from a variety of
perspectives

•
•
•

Conversation
Storytelling
Integration

•
•
•
•

Contemplation
Evaluation
Interpretation
Retrospection

Slide adapted from Nathan Shedroff’s Diagram “An Overview of Understanding”
12
“To make an apple
pie from scratch, you
must first invent the
universe”
- Carl Sagan

13
Complexity can get in
the way of true

understanding
Rabbit Hole of
Complexity

14
Some Enemies that lurk in Complexity

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

•

Unnecessary Exactitude: Including more detail than is helpful

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

•

Unnecessary Exactitude: Including more detail than is helpful

•

Rainbow Worship: Believing that more color or colorful flowery
language is always better

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

•

Unnecessary Exactitude: Including more detail than is helpful

•

Rainbow Worship: Believing that more color or colorful flowery
language is always better

•

Edifitis: Belief that a better, shinier “such and such” could and will fix
the problem

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

•

Unnecessary Exactitude: Including more detail than is helpful

•

Rainbow Worship: Believing that more color or colorful flowery
language is always better

•

Edifitis: Belief that a better, shinier “such and such” could and will fix
the problem

•

Not asking Why: Simple as that. Always ask why.

List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Some Enemies that lurk in Complexity
•

Familiarity: Being too close to the problem can make you forget to
remember what it is like to NOT understand

•

Looking good vs. being good: Tricking yourself into thinking
something is good because it is good looking

•

“Uh, Huh”: Not admitting ignorance when faced with it

•

Unnecessary Exactitude: Including more detail than is helpful

•

Rainbow Worship: Believing that more color or colorful flowery
language is always better

•

Edifitis: Belief that a better, shinier “such and such” could and will fix
the problem

•

Not asking Why: Simple as that. Always ask why.

•

How before What: Thinking to specifically about solutions before the
problem is defined
List adapted from Richard Saul Wurman’s Information Anxiety 2

15
Information
architecture is for
making Sense of
complexity

16
Critical
Components
Of IA*
Ontology:
Do you know what you
mean when you say
what you say?

Ontology

Taxonomy
Choreography

Taxonomy:
Have you provided logical
structures that bring meaning to
what you present?
Choreography:
How is meaning affected across
various channels, over time and
through usage?
*HT	
  @DanKlyn
Ontology

This is a fish.
18
Ontology = Meaning

19
Meaning is subjective
Meaning is demographic
Meaning is socio political
Meaning gets lost in translation
Meaning is complex

20
Lexicography vs Ontology
• Lexicography is the practice of compiling
dictionaries. Lexicographers collect different
meanings for words
• Ontology represents the knowledge of terms
and concepts within a domain

21
Taxonomy = Structure

22
There are only 5 ways to
organize anything
1.

Location: Rome is a city in Italy

2.

Alphabetical: Rome starts with “R”

3.

Time: Rome started in 753 BC

4.

Category: Rome is a Romantic city

5.

Hierarchy: Rome is within Italy, which
is within Europe, which is within the
Eastern and Northern Hemisphere

*HT	
  Richard	
  Saul	
  Wurman	
  -­‐	
  Informa:on	
  Anxiety	
  2

23
24
Organizing
information is not
the hard part
building true consensus on the
meaning and intent of
information is the hard(er) part

25
20 ways to organize a box of vegetables
1.! By cost at the grocery in the USA (Location)
2.! By cost at the grocery in the UK (Location)
3.! By countries it is eaten in (Location)
4.! By first letter scientific names (Alphabetical)
5.! By first letter popular names (Alphabetical)
6.! By first letter cultural names (Alphabetical)
7.! By seasonality of harvest (Time)
8.! By length of season (Time)
9.! By cooking time (Time)
10.! By popularity today (Time)
11.! By popularity 100 years ago (Time)
12.! By color (Category)
13.! By taste (Category)
14.! By texture (Category)
15.! By size (Category)
16.! By growing style (Hierarchy)
17.! By climate (Hierarchy)
18.! By type (Hierarchy)
19.! By soil type (Hierarchy)
20.! By best storing technique (Hierarchy)

26
Taxonomy is Rhetoric
The way you choose to organize
your vegetables says something
about what kind of store you are

27
“It takes knowledge to know that a
tomato is a fruit, and wisdom not
to put it in a fruit salad.”
– Miles Kington

28
Mental
Models
Matter
A mental model is an explanation for
the way someone makes sense of
something.
These models of perception shape
our behavior and how we relate to
information that we encounter.

29
What facets do you have?
•

A facet is a particular aspect or feature of something. The number of
facets something has the more ways it can be organized against
other things.

30
Will you use Ambiguous vs.
Exact Classifications?

31
The more Ambiguous classifications,
the less effective the taxonomy

Clarity of Taxonomy
Level of Ambiguity in Classification

32
Are you designing for homogenous information
or heterogenous information?

33
34
How much information is appropriate and at
what rate of discovery?

35
Taxonomic Considerations
• How much are you organizing?
• How much choice can the user handle at each point in
the process they are undertaking?
• What are the bounds of the medium you are working in?
• How does the mental model of you target user relate to
this decision?

36
Choreography = Intent
• Context: the
circumstances that form
the setting for an
interaction
• Channel: A medium for
communication or the
passage of information

37
How you choreograph Your
service says something
about who you are
38
Home

Create Post
Direct

Home
Home
Home
Posts

Home
Home
Home
User Profile

Your Profile

Direction
(Default/ Front
Facing)

Comment

Photos of User

Activity
(Following/
News)

Explore

Edit Profile

Flash
(No, Auto, On)

Like

Followers

Delete

Home
Home
Home
Photos on
Phone

Following

Choose from
Library

Grid
(On/Off)

Likers

Home
Home
Home
Your Posts

Video
(On/Off)

Copy Share
Share
URL
Comment

Take Photo

Copy Share
Email Photo
URL
Like
Edit
Email Photo
Tag People
Report
Inappropriate

Tilt

Tag People
Tweet

Frame

Comments
Copy Share
URL

Filter

Comment
Blur
(Off, Circle, Line)

Comments

Brightness
(Default, On)

Next

Post to Followers

Post (Direct)

Caption

Facebook
(On/Off)

Facebook Login

Tag People

Twitter
(On/Off)

Twitter Login

Add to Photo Map
(On/Off)

Tumblr
(On/Off)

Tumblr Login

Name this Location

Email
(On/Off)

Foursquare Results

Add Email Address
from Contacts

Add Email Address
Manually

Add Email

Post

IPhone Contacts

Caption

Send To

Choreographing
simplicity can
be really
complex
39
Lesson 1:

When unraveling
complexity, Start with
language not
interfaces

40
41
Controlled Vocabularies
•

A controlled vocabulary is a list of approved terms and definitions for
a particular context and/or setting

•

Frameworks like this can help teams to decide on things like:
•

Variant Spellings (i.e. American vs. British)

•

Scientific vs. Popular Term Use (i.e. Cockroaches vs. Periplaneta Americana)

•

Acceptable Synonyms (i.e. Automobile vs. Car)

•

Acceptable Acronyms (i.e. GE vs. General Electric)

•

Business vs. User Terms (i.e. What we say in meetings vs. what we say to customers)

•

Identification of homographs (i.e. the word “pool” can relate to “swimming pool” or “shooting”)

42
h,p://6thfloor.blogs.ny;mes.com/2011/05/20/words-­‐we-­‐dont-­‐say/
43
Alien Dictionary

44
Synonym Rings

tranche de
Pizza

fetta di
Pizza

Pied de
Pizza

Slice of
Pizza

Piece of
Pizza

Pizza
Pie

Piede di
Pizza

Pizza

45
Lesson 2:

Diagram the
damn thing

46
diagrams and maps

Can be “invented” for
a certain context
... but here are a bunch that I
keep going back to

47
Funnel

48
49
Quadrants
Urgent

1

NA

2

Important

Not Important

3

Not Urgent

50
51
Gantt
7:00 PM

7:05 PM

7:10 PM

7:15 PM

7:20 PM

7:25 PM

7:30 PM

Hungry
Starving
Full
Commute Home
At Home
Call For
Pizza
ORder
Pizza
Delivery
Info
Payment
Info
Wait
Eat
Pizza

52
53
54
Flow Diagram

Yes!

Arrive
Home
After
Work

Call Pizza
place

Order Pizza

Delivery &
Payment

Wait

Eat

Yes!

Hungry?

No!
Watch Movie

No!

Yes!
Doorbell?

Pizza
Guy?

No :(

55
Venn Diagram

Movie

Friday
Night at
Home

Pizza

56
Tree
Meat

Veggie

Toppings

Meat

Plain

Plain

Chicago Style

Veggie

Toppings

NYC Style

Pizza

57
Swim lane
Pizza Eater

Customer Service

Driver

Read
Order

Hungry

Cook

Take
Pizza

Call
Pizza
place

Answer

Make
Pizza

Drive to
house

Give
Order

Take
Order

Bake
Pizza

Ring
door
Bell

Enter
into POS

Box
Pizza

Answer
Door
Pay for
Pizza
Eat
Pizza

58
Block
Pizza
Crust
Thin
"NYC"

Thick
"Chicago"

Toppings

Service
Delivery

To Go

To Stay

59
schematic

Crust
Tomato
Sauce &
cheese

Slice
Pie

Toppings

60
EXPLODED schematic
Toppings

cheese

Tomato
Sauce
Crust

Pizza
61
62
Journey Map
Unlock
Door

Get
Pizza

Outside
Walk
to Door

Get out
of Work

Car
Drive

Order
Pizza

Park
In Drive

Home
Get
Home

Hear
Doorbell

Eat
Pizza

63
Hierarchical Map
Abby's
Pizza

Customer
Service

Sales
manager

Cooks
Cooks
Driver

Kitchen

Chef

Cooks
Cooks
Cook

Operations

Manager

Cooks
Cooks
Ast
Mngr

65
Association Map
About

Menu

Order

Website

Delivery

Radio

Abby's
Pizza

Ads

Paper

Store

Board

Take
Out

Dine In

Flyer

Signs

Print

Menu

Coupon

66
PLAN THE BUSINESS

ASSORT THE PLAN

SELL-IN THE PLAN

EXECUTE THE ASSORTMENT

BRING ASSTMT TO LIFE

GTM
CSI/
Showroom

KAPM

Create
Seasonal
Experience

SIM
Wholesale
Sales

Point
of
Sale

Key
City

Samples
Business

Account
Trends

Strategies

Plans

Season

Competitor

Develop
Marketplace
Insights
Market
Share
Data

Consumer
Trends

Develop
Accountvv
Insights

Account
Financials

In Season
Sell-thru

Account

Recap

Craft
Sell-in
Package

SELL-IN
PREPARATION

Learn to
Sell &
Service

Seasonal

Top

Nike
Driven
Changes

Rep
Directed
Assortments

Account
Credit
Order

Net

Allocations

ASSORTMENT
PLANNING

Tailor
Seasonal
Offering

Modules

At-once

Campaigns

availability
Financial
Plans

Targeting

Shop

Suggested
Allocated

Replacements

Sales
Sales
Programs
Programs

Retail
Space

Futures

(Annual,

& Foresighting

Seasonal,
Monthly)

Financial

Asstmt

Store

sell-in

Manage
Fill-in

Order

RETAILER
BUYING

Category
Visual

Manage
Delivery

PRODUCT
EDUCATION &
PRESENTTAION

Always
Available/

Buy

Order

Physical

Carriers

Assets

Educat e
Consumers
(SKU)

Quickstrike

Self-serve
Digital

Recaps

Order

Manage
the
buy

UPCs

Assets
(wholesale.com)

Replenishment

At-Once
Account
Seasonal

Tracking

Digital

Present
Products

Product

Create
Account
Assortment
Plans

Hindsighting

Guidelines
& Directives

Consolidators

Sales &
Open to Buy

ORDER
MANAGEMENT

Allocated

Products

Stock &

Manage
Gaps &
Opportunities

PP

Nike
DC
3rd Party
Logistics

Product

Sales

Scorecar ds

Account
DC

Entry
Errors

Product

Analysis

Gross to

Review
the
Business

Train
Retail
Associates

Launch

Content
Edited
Offering

Profitabilty
Modeling

Build &
Manage
the
Plan

EKIN
In-store
Training

Demand/
Supply
match

Manage
Load-in

Catalog

Plan

BUSINESS
PLANNING

SKU
Online
Training

Account
Driven
Changes

content

Analyze
the
Assortment
Account

Plans

Commercial

Fundamentals
(Nike U)

Analyze
the
Business

Assortment

In-store
associate

Invoices

Claims

Call-o
ffs

67
Lesson 3:

Information
architecture is not
just for Information
Architects

68
INSERT CASE STUDIES HERE
69
If you believe in IA
• Call it out by name without changing your job title
• Join the cause and support the IA Institute
• Teach other people how to think about the architecture of
information
• Share any stories where IA breaks the current popular
view of being a digital skill-set

70
Thanks
Abbycovert@gmail.com
@ Abby_The_IA
www.Abbytheia.com

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Make Sense: Information Architecture for Everybody

  • 1. Make Sense: Information architecture for everybody Presented by: Abby Covert | @Abby_the_IA
  • 3. 3
  • 4. Information Architecture (IA) is a practice of making sense
  • 5. 5
  • 6. Objects aid us in discourse
  • 7. Typical IA Problems • Too much information: Overwhelming use of messages and notifications • Not the right information: Confusions of meaning, intent and/ or action • No information at all: Limited signals for people to understand what is happening, has happened or is about to happen next 7
  • 8. Tools of IA • Ontological Clarifiers • Taxonomic Structures • Diagrammatic Techniques • User Research • Market Research • Organizational Research • Heuristic Evaluations 8
  • 10. Because The world is complex • People face more choices and avenues • Businesses are under more pressure • Technology is advanced, but constantly changing • We are all personally experiencing information overload 10
  • 12. How people understand Data Contextless, Exhaustive, not curated, not meant to inform the consumer • • • • Research Creation Gathering Discovery Information The careful arrangement of data to perform in a context • • Presentation Organization Knowledge Wisdom An intimate understanding of patterns and meta patterns enough to allow for novel uses Gained through experience with the same set of data from a variety of perspectives • • • Conversation Storytelling Integration • • • • Contemplation Evaluation Interpretation Retrospection Slide adapted from Nathan Shedroff’s Diagram “An Overview of Understanding” 12
  • 13. “To make an apple pie from scratch, you must first invent the universe” - Carl Sagan 13
  • 14. Complexity can get in the way of true understanding Rabbit Hole of Complexity 14
  • 15. Some Enemies that lurk in Complexity List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 16. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 17. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 18. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 19. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 20. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful • Rainbow Worship: Believing that more color or colorful flowery language is always better List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 21. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful • Rainbow Worship: Believing that more color or colorful flowery language is always better • Edifitis: Belief that a better, shinier “such and such” could and will fix the problem List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 22. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful • Rainbow Worship: Believing that more color or colorful flowery language is always better • Edifitis: Belief that a better, shinier “such and such” could and will fix the problem • Not asking Why: Simple as that. Always ask why. List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 23. Some Enemies that lurk in Complexity • Familiarity: Being too close to the problem can make you forget to remember what it is like to NOT understand • Looking good vs. being good: Tricking yourself into thinking something is good because it is good looking • “Uh, Huh”: Not admitting ignorance when faced with it • Unnecessary Exactitude: Including more detail than is helpful • Rainbow Worship: Believing that more color or colorful flowery language is always better • Edifitis: Belief that a better, shinier “such and such” could and will fix the problem • Not asking Why: Simple as that. Always ask why. • How before What: Thinking to specifically about solutions before the problem is defined List adapted from Richard Saul Wurman’s Information Anxiety 2 15
  • 24. Information architecture is for making Sense of complexity 16
  • 25. Critical Components Of IA* Ontology: Do you know what you mean when you say what you say? Ontology Taxonomy Choreography Taxonomy: Have you provided logical structures that bring meaning to what you present? Choreography: How is meaning affected across various channels, over time and through usage? *HT  @DanKlyn
  • 26. Ontology This is a fish. 18
  • 28. Meaning is subjective Meaning is demographic Meaning is socio political Meaning gets lost in translation Meaning is complex 20
  • 29. Lexicography vs Ontology • Lexicography is the practice of compiling dictionaries. Lexicographers collect different meanings for words • Ontology represents the knowledge of terms and concepts within a domain 21
  • 31. There are only 5 ways to organize anything 1. Location: Rome is a city in Italy 2. Alphabetical: Rome starts with “R” 3. Time: Rome started in 753 BC 4. Category: Rome is a Romantic city 5. Hierarchy: Rome is within Italy, which is within Europe, which is within the Eastern and Northern Hemisphere *HT  Richard  Saul  Wurman  -­‐  Informa:on  Anxiety  2 23
  • 32. 24
  • 33. Organizing information is not the hard part building true consensus on the meaning and intent of information is the hard(er) part 25
  • 34. 20 ways to organize a box of vegetables 1.! By cost at the grocery in the USA (Location) 2.! By cost at the grocery in the UK (Location) 3.! By countries it is eaten in (Location) 4.! By first letter scientific names (Alphabetical) 5.! By first letter popular names (Alphabetical) 6.! By first letter cultural names (Alphabetical) 7.! By seasonality of harvest (Time) 8.! By length of season (Time) 9.! By cooking time (Time) 10.! By popularity today (Time) 11.! By popularity 100 years ago (Time) 12.! By color (Category) 13.! By taste (Category) 14.! By texture (Category) 15.! By size (Category) 16.! By growing style (Hierarchy) 17.! By climate (Hierarchy) 18.! By type (Hierarchy) 19.! By soil type (Hierarchy) 20.! By best storing technique (Hierarchy) 26
  • 35. Taxonomy is Rhetoric The way you choose to organize your vegetables says something about what kind of store you are 27
  • 36. “It takes knowledge to know that a tomato is a fruit, and wisdom not to put it in a fruit salad.” – Miles Kington 28
  • 37. Mental Models Matter A mental model is an explanation for the way someone makes sense of something. These models of perception shape our behavior and how we relate to information that we encounter. 29
  • 38. What facets do you have? • A facet is a particular aspect or feature of something. The number of facets something has the more ways it can be organized against other things. 30
  • 39. Will you use Ambiguous vs. Exact Classifications? 31
  • 40. The more Ambiguous classifications, the less effective the taxonomy Clarity of Taxonomy Level of Ambiguity in Classification 32
  • 41. Are you designing for homogenous information or heterogenous information? 33
  • 42. 34
  • 43. How much information is appropriate and at what rate of discovery? 35
  • 44. Taxonomic Considerations • How much are you organizing? • How much choice can the user handle at each point in the process they are undertaking? • What are the bounds of the medium you are working in? • How does the mental model of you target user relate to this decision? 36
  • 45. Choreography = Intent • Context: the circumstances that form the setting for an interaction • Channel: A medium for communication or the passage of information 37
  • 46. How you choreograph Your service says something about who you are 38
  • 47. Home Create Post Direct Home Home Home Posts Home Home Home User Profile Your Profile Direction (Default/ Front Facing) Comment Photos of User Activity (Following/ News) Explore Edit Profile Flash (No, Auto, On) Like Followers Delete Home Home Home Photos on Phone Following Choose from Library Grid (On/Off) Likers Home Home Home Your Posts Video (On/Off) Copy Share Share URL Comment Take Photo Copy Share Email Photo URL Like Edit Email Photo Tag People Report Inappropriate Tilt Tag People Tweet Frame Comments Copy Share URL Filter Comment Blur (Off, Circle, Line) Comments Brightness (Default, On) Next Post to Followers Post (Direct) Caption Facebook (On/Off) Facebook Login Tag People Twitter (On/Off) Twitter Login Add to Photo Map (On/Off) Tumblr (On/Off) Tumblr Login Name this Location Email (On/Off) Foursquare Results Add Email Address from Contacts Add Email Address Manually Add Email Post IPhone Contacts Caption Send To Choreographing simplicity can be really complex 39
  • 48. Lesson 1: When unraveling complexity, Start with language not interfaces 40
  • 49. 41
  • 50. Controlled Vocabularies • A controlled vocabulary is a list of approved terms and definitions for a particular context and/or setting • Frameworks like this can help teams to decide on things like: • Variant Spellings (i.e. American vs. British) • Scientific vs. Popular Term Use (i.e. Cockroaches vs. Periplaneta Americana) • Acceptable Synonyms (i.e. Automobile vs. Car) • Acceptable Acronyms (i.e. GE vs. General Electric) • Business vs. User Terms (i.e. What we say in meetings vs. what we say to customers) • Identification of homographs (i.e. the word “pool” can relate to “swimming pool” or “shooting”) 42
  • 53. Synonym Rings tranche de Pizza fetta di Pizza Pied de Pizza Slice of Pizza Piece of Pizza Pizza Pie Piede di Pizza Pizza 45
  • 55. diagrams and maps Can be “invented” for a certain context ... but here are a bunch that I keep going back to 47
  • 57. 49
  • 59. 51
  • 60. Gantt 7:00 PM 7:05 PM 7:10 PM 7:15 PM 7:20 PM 7:25 PM 7:30 PM Hungry Starving Full Commute Home At Home Call For Pizza ORder Pizza Delivery Info Payment Info Wait Eat Pizza 52
  • 61. 53
  • 62. 54
  • 63. Flow Diagram Yes! Arrive Home After Work Call Pizza place Order Pizza Delivery & Payment Wait Eat Yes! Hungry? No! Watch Movie No! Yes! Doorbell? Pizza Guy? No :( 55
  • 66. Swim lane Pizza Eater Customer Service Driver Read Order Hungry Cook Take Pizza Call Pizza place Answer Make Pizza Drive to house Give Order Take Order Bake Pizza Ring door Bell Enter into POS Box Pizza Answer Door Pay for Pizza Eat Pizza 58
  • 70. 62
  • 71. Journey Map Unlock Door Get Pizza Outside Walk to Door Get out of Work Car Drive Order Pizza Park In Drive Home Get Home Hear Doorbell Eat Pizza 63
  • 74. PLAN THE BUSINESS ASSORT THE PLAN SELL-IN THE PLAN EXECUTE THE ASSORTMENT BRING ASSTMT TO LIFE GTM CSI/ Showroom KAPM Create Seasonal Experience SIM Wholesale Sales Point of Sale Key City Samples Business Account Trends Strategies Plans Season Competitor Develop Marketplace Insights Market Share Data Consumer Trends Develop Accountvv Insights Account Financials In Season Sell-thru Account Recap Craft Sell-in Package SELL-IN PREPARATION Learn to Sell & Service Seasonal Top Nike Driven Changes Rep Directed Assortments Account Credit Order Net Allocations ASSORTMENT PLANNING Tailor Seasonal Offering Modules At-once Campaigns availability Financial Plans Targeting Shop Suggested Allocated Replacements Sales Sales Programs Programs Retail Space Futures (Annual, & Foresighting Seasonal, Monthly) Financial Asstmt Store sell-in Manage Fill-in Order RETAILER BUYING Category Visual Manage Delivery PRODUCT EDUCATION & PRESENTTAION Always Available/ Buy Order Physical Carriers Assets Educat e Consumers (SKU) Quickstrike Self-serve Digital Recaps Order Manage the buy UPCs Assets (wholesale.com) Replenishment At-Once Account Seasonal Tracking Digital Present Products Product Create Account Assortment Plans Hindsighting Guidelines & Directives Consolidators Sales & Open to Buy ORDER MANAGEMENT Allocated Products Stock & Manage Gaps & Opportunities PP Nike DC 3rd Party Logistics Product Sales Scorecar ds Account DC Entry Errors Product Analysis Gross to Review the Business Train Retail Associates Launch Content Edited Offering Profitabilty Modeling Build & Manage the Plan EKIN In-store Training Demand/ Supply match Manage Load-in Catalog Plan BUSINESS PLANNING SKU Online Training Account Driven Changes content Analyze the Assortment Account Plans Commercial Fundamentals (Nike U) Analyze the Business Assortment In-store associate Invoices Claims Call-o ffs 67
  • 75. Lesson 3: Information architecture is not just for Information Architects 68
  • 77. If you believe in IA • Call it out by name without changing your job title • Join the cause and support the IA Institute • Teach other people how to think about the architecture of information • Share any stories where IA breaks the current popular view of being a digital skill-set 70