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Taxonomy for App Makers
IA Summit
Baltimore, MD




5 April 2013




Presented by Andy Fitzgerald, PhD
UX Designer @
Deloitte Digital

@andybywire

#AppTaxonomy
#AppTaxonomy   @andybywire
#AppTaxonomy   @andybywire
Taxonomy is rhetorical, place-making,
         and tied to embodiment
         Mobile taxonomy is device independent
         Mobile taxonomy is articulated
         Mobile taxonomy is flexible




#AppTaxonomy                                 @andybywire
Taxonomy
taxos-
               “arrangement”

                     +



                  -nomia
                 “method”




#AppTaxonomy                   @andybywire
Rhetoric
    The means by which we inform, persuade, or
    motivate particular audiences in specific
    situations.




#AppTaxonomy                            @andybywire
Taxonomy for App Makers
Phenetics
      Classification of organisms based on
      overall similarity

      Cladistics
      Classification of organisms based on
      derivative ancestral characteristics




#AppTaxonomy                                 @andybywire
“The objectivist criteria for being in the same
      category is having common properties. But
       there is no objectivist criterion for which
                properties are to count.”
                                  - George Lakoff. Women, Fire,
                                         and Dangerous Things




#AppTaxonomy                                       @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Architecture is rhetoric for spaces.




#AppTaxonomy                                 @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy
    A method of arrangement conceived to
    create a particular kind of understanding.




#AppTaxonomy                                @andybywire
Taxonomy is rhetorical, place-making,
         and tied to embodiment
         Mobile taxonomy is device independent
         Mobile taxonomy is articulated
         Mobile taxonomy is flexible




#AppTaxonomy                                 @andybywire
The web
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
“Behavioral framing ... is rooted in sets of
    mutually-held, and mutually available, cultural
    understandings about behavior and action. In
       contrast to ‘space’ we call this ‘place’”
                                -Paul Dourish and Steve Harrison.
                               in Andrea Resmini & Luca Rosati’s
                              Pervasive Information Architecture




#AppTaxonomy                                        @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Mobile
“Mobile users’ priorities change,
              but their intents don’t.”
                                            - Emily Wengert.
                             Beyond Channels: Context is King
                                                     (IAS12)




#AppTaxonomy                                        @andybywire
Taxonomy for App Makers
“Don't dumb down or omit content on mobile,
    but do adjust hierarchy to account for known
                      use cases.”
                                      – @zeldman




#AppTaxonomy                             @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy is rhetorical, place-making,
         and tied to embodiment
         Mobile taxonomy is device independent
         Mobile taxonomy is articulated
         Mobile taxonomy is flexible




#AppTaxonomy                                 @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy is rhetorical, place-making,
         and tied to embodiment
         Mobile taxonomy is device independent
         Mobile taxonomy is articulated
         Mobile taxonomy is flexible




#AppTaxonomy                                 @andybywire
#AppTaxonomy   @andybywire
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
50%
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
Taxonomy for App Makers
“The time required to rapidly move to a target
    area is a function of the distance to the target
               and the size of the target.”
                                           – Fitts’s law




#AppTaxonomy                                  @andybywire
Huge navigation targets
         Metaphors grounded in the physical world
         Embodied patterns




#AppTaxonomy                                 @andybywire
“The human sense of presence, of being at a
   certain place in space, is fully determined by our
    ability to enter into closed-loop interactions ”
                                               - Andy Clark.
                                       Supersizing the Mind




#AppTaxonomy                                    @andybywire
Ecosystems
The argument

                         vs.

           The articulation of the argument




#AppTaxonomy                                  @andybywire
Taxonomy for App Makers
#AppTaxonomy   @andybywire
Taxonomy is rhetorical, place-making,
         and tied to embodiment
         Mobile taxonomy is device independent
         Mobile taxonomy is articulated
         Mobile taxonomy is flexible




#AppTaxonomy                                 @andybywire
Taxonomy is:
    a crossroads of intent and embodiment
    a foundation for cross channel place-making
    a tool for building immersive, purpose-driven
    organization systems based on embodied experience




#AppTaxonomy                                  @andybywire
#AppTaxonomy   @andybywire
Taxonomy for App Makers
Thank you.
Taxonomy for App Makers
@andybywire
#AppTaxonomy

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Taxonomy for App Makers

  • 1. Taxonomy for App Makers IA Summit Baltimore, MD 5 April 2013 Presented by Andy Fitzgerald, PhD
  • 2. UX Designer @ Deloitte Digital @andybywire #AppTaxonomy
  • 3. #AppTaxonomy @andybywire
  • 4. #AppTaxonomy @andybywire
  • 5. Taxonomy is rhetorical, place-making, and tied to embodiment Mobile taxonomy is device independent Mobile taxonomy is articulated Mobile taxonomy is flexible #AppTaxonomy @andybywire
  • 7. taxos- “arrangement” + -nomia “method” #AppTaxonomy @andybywire
  • 8. Rhetoric The means by which we inform, persuade, or motivate particular audiences in specific situations. #AppTaxonomy @andybywire
  • 10. Phenetics Classification of organisms based on overall similarity Cladistics Classification of organisms based on derivative ancestral characteristics #AppTaxonomy @andybywire
  • 11. “The objectivist criteria for being in the same category is having common properties. But there is no objectivist criterion for which properties are to count.” - George Lakoff. Women, Fire, and Dangerous Things #AppTaxonomy @andybywire
  • 14. Architecture is rhetoric for spaces. #AppTaxonomy @andybywire
  • 17. Taxonomy A method of arrangement conceived to create a particular kind of understanding. #AppTaxonomy @andybywire
  • 18. Taxonomy is rhetorical, place-making, and tied to embodiment Mobile taxonomy is device independent Mobile taxonomy is articulated Mobile taxonomy is flexible #AppTaxonomy @andybywire
  • 24. “Behavioral framing ... is rooted in sets of mutually-held, and mutually available, cultural understandings about behavior and action. In contrast to ‘space’ we call this ‘place’” -Paul Dourish and Steve Harrison. in Andrea Resmini & Luca Rosati’s Pervasive Information Architecture #AppTaxonomy @andybywire
  • 32. “Mobile users’ priorities change, but their intents don’t.” - Emily Wengert. Beyond Channels: Context is King (IAS12) #AppTaxonomy @andybywire
  • 34. “Don't dumb down or omit content on mobile, but do adjust hierarchy to account for known use cases.” – @zeldman #AppTaxonomy @andybywire
  • 38. Taxonomy is rhetorical, place-making, and tied to embodiment Mobile taxonomy is device independent Mobile taxonomy is articulated Mobile taxonomy is flexible #AppTaxonomy @andybywire
  • 41. Taxonomy is rhetorical, place-making, and tied to embodiment Mobile taxonomy is device independent Mobile taxonomy is articulated Mobile taxonomy is flexible #AppTaxonomy @andybywire
  • 42. #AppTaxonomy @andybywire
  • 51. 50%
  • 57. “The time required to rapidly move to a target area is a function of the distance to the target and the size of the target.” – Fitts’s law #AppTaxonomy @andybywire
  • 58. Huge navigation targets Metaphors grounded in the physical world Embodied patterns #AppTaxonomy @andybywire
  • 59. “The human sense of presence, of being at a certain place in space, is fully determined by our ability to enter into closed-loop interactions ” - Andy Clark. Supersizing the Mind #AppTaxonomy @andybywire
  • 61. The argument vs. The articulation of the argument #AppTaxonomy @andybywire
  • 63. #AppTaxonomy @andybywire
  • 64. Taxonomy is rhetorical, place-making, and tied to embodiment Mobile taxonomy is device independent Mobile taxonomy is articulated Mobile taxonomy is flexible #AppTaxonomy @andybywire
  • 65. Taxonomy is: a crossroads of intent and embodiment a foundation for cross channel place-making a tool for building immersive, purpose-driven organization systems based on embodied experience #AppTaxonomy @andybywire
  • 66. #AppTaxonomy @andybywire
  • 68. Thank you. Taxonomy for App Makers @andybywire #AppTaxonomy