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Modeling Concepts
                            New IA Techniques
                            for a Web 2.0 World
                         by Dan Brown, EightShapes
                         IA Summit 2009, Memphis, TN, USA




             1

Monday, March 23, 2009
Agenda
                         What and Why
                   ✦


                         The Basics: Node Models
                   ✦


                         Planning Decisions
                   ✦


                         Content Decisions
                   ✦


                         Concept Models in Process
                   ✦


                         Other Kinds of Models
                   ✦



             2

Monday, March 23, 2009
Introductions

                         About Me
                   ✦


                         About You
                   ✦


                             Who are you?
                         ✦


                             Where do you work?
                         ✦


                             Why are you here?
                         ✦




             3

Monday, March 23, 2009
What and Why



             4

Monday, March 23, 2009
Social Networking in the                                                                                                                                                Geography




                                                                                                                                                                                           Functional
                                                                                                                                                                                             Silos

    Social
                              helps                                                                                  overcome
                                                                                         Workers                                                           Obstacles
  Networking                                                                                                                                                                  like...
                                                                                                                                                                                              Time
                                                             Contribut-
                                                               ors

                                                                                    are
                                                                                                                                                                                            Financial
                                                                                                                                                                                           Constraints
                                                        Creators

                                        Watchers

                                                                          Participants
                                                                                                                                                                           conceal
                                                                                                                                              limit
          depends on                                    Curators



                                                                                                                                                           Innovation
                                              Evangelists
                                                                                                                                                                                                          Subject
                                                                                                      Customers                                                                                           Matter
                                                                                                                                                            Problem-                                      Experts
                                                                                                                                                             Solving
                                                    must encourage


                                                                                                                                                          Productivity &
                                                                                                                                         depend                                                            Work
                                                                                                                     Interactions                                                       Resources
                                                                                                                                                                            support
                                                                                                      Colleagues
                                                                                                                                           on               Efficiency                                     Product

                                        Corporate
      depends on
                                         Culture                                                                                                          Responsive-
                                                                                                                                                             ness
                                                                                                          Partners                                                                                       Knowledge

                                                                   must embrace
                                       must value
                                                                                                                                                            Support


                                                                                                                                                                           exposes
                         Sharing      Flexibility     Feedback                               Technology
                                                                                                                                                enables
                                                                                              Platform




                                                                                                                                    sits on




                                                                                                                                                             Virtual
                                                                                                                                                           Environment



               5

Monday, March 23, 2009
How this helped...
                     Highlights otherwise buried
                 ✦

                     concepts.
                     Shifts conversation.
                 ✦


                     Draws connections.
                 ✦


                     Conveys complex relationships.
                 ✦


                     Eliminates redundancies.
                 ✦


                     Contextualizes concepts.
                 ✦


             6

Monday, March 23, 2009
In the landscape of




             7

Monday, March 23, 2009
vs. Site Maps




             8

Monday, March 23, 2009
vs. Flow Charts




             9

Monday, March 23, 2009
vs. Quantitative Charts




            10

Monday, March 23, 2009
What do concept models




            11

Monday, March 23, 2009
What do they accomplish?




            12

Monday, March 23, 2009
What would YOU
                         use concept models



            13

Monday, March 23, 2009
The Basics



            14

Monday, March 23, 2009
Characteristics




            15

Monday, March 23, 2009
Variations




            16

Monday, March 23, 2009
Bidding Events include Training, Mock Auction, Live Auction.
                                                                     Events inherit most properties from the main auction object.




                                                                                                                                        RESULTS
                                                                                                                         ROUNDS
                                                                                ITEMS
                                                                                                  BIDDING
                                                                                                    EVENT
                                                                                                    EVENT
                                                                                                   EVENT

                                                                                                                                    RESULTS


                                                                                                                   BIDDERS
                                                  USER POOL
                                                                              ITEM
                                                                             MASTER
                                                                               LIST
                                                      AUCTION
                                                     CONTACTS

                                                                                                     BIDDERS
                                                                                                     MASTER
                                                                                                       LIST


                                                     ITEM
                                                   DEFINITION


                                                                                                                         APPLICATION
                                                                                                                            EVENT
                                                                                                                            EVENT
                                                                                                                           EVENT
                                                                      AUCTION
                                               SCHEDULE



                         QUALIFYING
                                                    RULES


                                                                                          SUPPORTING
                            BIDDING
                                                                                            BIDDERS
                                                              TECH                          BIDDERS
                                                                                           MATERIALS

                                  PROCESSING
                                                                                                               BIDDERS
                                                                                                                GUIDE

                                                                                       PUBLIC
                                                                                                  TRAINING
                                                                                      NOTICES
                                                                                                 MATERIALS




            17

Monday, March 23, 2009                                                                                                                    Auction Manager Redesign   Version: 0.1   La
18
                         http://www.freepress.net/ownership/atthistory

Monday, March 23, 2009
CONTENT



                                                     Feedback
                                Taxonomy            Instruction
                                Metadata




                                                          INTERACTION
                                           Flow
                                           Fields
                         STRUCTURE


            19

Monday, March 23, 2009
20

Monday, March 23, 2009
is
                                                       program                      coach
                                                                     associated
                                                                        with


                                                           is
                                                                       which
                                                       associated
                                                                                   coaches
                                                                      supports
                                                          with



                                            is
                            family                      athlete                     sport
                                         supported                       plays
                                            by


of Special Olympics
                           has friend                                              featured
nected through
                                                      participates    competed
                          who became                                                  in
                                                           in            in



                                                                                   sporting
                                          who leads                                           who helped
                           volunteer                   initiative                                           sponsor
                                                                                    event
                                            local                                                fund




                                        who encouraged who helps      who then                  which         which
                                        friend to become with        helped with               initiated    contacted




                                                                                                           fundraising
                                                       volunteer
                                                                                                              event
              21

 Monday, March 23, 2009
22

Monday, March 23, 2009
Type


                                                                           creates                                 Product

                              Manufacturer
                                                 prepares
                                                                                          describes


                                             demo/video           Document
                                                spec
                                                                                                references
                                               catalog
                                                     brochure
                                   creates
                                                                      describes
                                                                                                                    uses

                                                                                  Solution

        Editor

                                                          describes
                     writes                                                                       contributes to



                                   Content                                        rates

                                                                                                                   Builder
                         article
            23                      review

Monday, March 23, 2009
When to use




            24

Monday, March 23, 2009
When to use




            24

Monday, March 23, 2009
When to use




            24

Monday, March 23, 2009
When to use




            24

Monday, March 23, 2009
Planning Decisions



            25

Monday, March 23, 2009
The Decisions




            26

Monday, March 23, 2009
Audience




            27

Monday, March 23, 2009
Audience




            27

Monday, March 23, 2009
Audience




            28

Monday, March 23, 2009
Audience




            28

Monday, March 23, 2009
Exercise
              Create a
         simple node model



            29

Monday, March 23, 2009
Film Distribution
    The primary agenda of the distributor is to        apply to all films subsequently booked,
    convince the exhibitor to rent, or quot;bookquot;, each    although on occasion some of the terms, such
    film. To this end the distributor usually           as the percentage of the gross to be paid by
    arranges industry screenings for exhibitors,       the exhibitor, may be varied with regard to a
    and uses other marketing techniques that will      particular film.
    make the exhibitor believe they will profit
    financially by showing the film.                     The distributor must also ensure that enough
                                                       film prints are struck to service all contracted
    Once this is accomplished, the distributor then    exhibitors on the contract-based opening day,
    secures a written contract stipulating the         ensure their physical delivery to the theater by
    amount of the gross ticket sales to be paid to     the opening day, monitor exhibitors to make
    the distributor (usually a percentage of the       sure the film is in fact shown in the particular
    gross after first deducting a quot;floorquot;, which is      theatre with the minimum number of seats and
    called a quot;house allowancequot; (also known as the      show times, and ensure the prints' return to
    quot;nutquot;), collect the amount due, audit the          the distributor's office or other storage
    exhibitor's ticket sales as necessary to ensure    resource also on the contract-based return
    the gross reported by the exhibitor is accurate,   date. In practical terms, this includes the
    secure the distributor's share of these            physical production of film prints and their
    proceeds, and transmit the remainder to the        shipping around the world (a process that is
    production company (or to any other                beginning to be replaced by digital distribution)
    intermediary, such as a film release agent).        as well as the creation of posters, newspaper
    Ordinarily there are standard blanket contracts    and magazine advertisements, television
    between a distributor and an exhibitor that        commercials, trailers, and other types of ads.

            30

Monday, March 23, 2009
Content Decisions



            31

Monday, March 23, 2009
32

Monday, March 23, 2009
Concept Models
                           in Process


            33

Monday, March 23, 2009
34

Monday, March 23, 2009
35

Monday, March 23, 2009
Uses




            36

Monday, March 23, 2009
Impact on Content




            37

Monday, March 23, 2009
38

Monday, March 23, 2009
38

Monday, March 23, 2009
Uses




            39

Monday, March 23, 2009
Impact on Content




            40

Monday, March 23, 2009
41

Monday, March 23, 2009
41

Monday, March 23, 2009
Uses




            42

Monday, March 23, 2009
Impact on Content




            43

Monday, March 23, 2009
Exercise
             Share your model




            44

Monday, March 23, 2009
Other
                         Concept Models


            45

Monday, March 23, 2009
46

Monday, March 23, 2009
PRODUCT
                                                                                                                                                                 Component
              Offerings                                                                                                Resources          PRODUCT
                                                                                                                                                      PRODUCT
                                                                                                                                           Category
                                                                                           Trends
                                          Industries
                                                                                                                                                                 PRODUCT
                                                                                                                                                                  Edition
                    Solutions                                            Customer
                                                                          Profiles                                                                     SOLUTION
                                                                                                      Articles, etc.
                                            Products                                                                     Press
                                                                                                                        Release
                                                              Software
                                            Hardware                                                                                      SERVICE
                         Services                                                      Case Studies                                                   SERVICE
                                                                                                             Multimedia                   Category


                            Education &
                             Training                     Initiatives
                                                                                                                                                       THEME
                                                 Promotions


                                                                                                               Events

                                                                                    Partners                                                           GROUP
                                                       Downloads

                     Forums                                                                                                    Policies
                                                                                                                 Suppliers

                                                                                                                       Governance
                                                                                                                                                      PREVIEW
                                 Documentation

                                                                                                                        Jobs

                                                                                                                                                      ARTICLE
                                                                                               Investor
                                                                                               Relations
                                                 User Groups
                                                                                                              Overview


                                                                                                                                                       EVENT

              Support                                                                                                  Company


                                                                                                                                                       HOME


            47

Monday, March 23, 2009
Preference A
                         Segment 1                                                        Segment 2
                         Priorities: blah.                                                Priorities: blah.
                         Concerns: blah.                                                  Concerns: blah.
                         Aptitude: blah.                                                  Aptitude: blah.




                                                  Design Strategy:                                                 Design Strategy:
                                                  • Design Principle.                                              • Design Principle.
                                          45-74                                                            45-74
                          25-44                                                            25-44
                                                  • Design Principle.                                              • Design Principle.
                                                  • Design Principle.                                              • Design Principle.
                                  13-24                                                            13-24
                                                  • Design Principle.                                              • Design Principle.
                                                  Interests by Age Group                                           Interests by Age Group
                                                  • Interest                                                       • Interest
                                                  • Interest                                                       • Interest
                                                  • Interest                                                       • Interest




                     Behavior A                                                                                                             Behavior B

                         Segment 3                                                        Segment 4
                         Priorities: blah.                                                Priorities: blah.
                         Concerns: blah.                                                  Concerns: blah.
                         Aptitude: blah.                                                  Aptitude: blah.




                                                  Design Strategy:                                                 Design Strategy:
                                          45-74                                                            45-74
                          25-44                                                            25-44
                                                  • Design Principle.                                              • Design Principle.
                                                  • Design Principle.                                              • Design Principle.
                                  13-24                                                            13-24
                                                  • Design Principle.                                              • Design Principle.
                                                  • Design Principle.                                              • Design Principle.
                                                  Interests by Age Group                                           Interests by Age Group
                                                  • Interest                                                       • Interest
                                                  • Interest                                                       • Interest
                                                                           Preference B




                                                  • Interest                                                       • Interest


            48

Monday, March 23, 2009
Users may add a portlet more than once to any of their portals, though portlets       Two portlets of the same type share a       BUT two portlets of the same type
    1                                                                                     2                                           3

        added in one place are not automatically added elsewhere.                             data source.                                may appear di erently.



                                                                                                  !quot;#$%&$'()      !quot;#$%&$'(*
                                                                                                                                                !quot;#$%&$'()   !quot;#$%&$'(*




                      !quot;#$%&'()*+


                                                             !quot;#$%&'()*0


                                                                                              Changing the look of one portlet            BUT changes to the data source from
                                                                                          4                                           5

                                                                                              does not a ect the appearance of            one portlet do a ect other portlets
                                                                                              other portlets of the same type.            of the same type.
                                           "#12)1
                                                                                                    !quot;#$%&$'()   !quot;#$%&$'(*                     !quot;#$%&$'()   !quot;#$%&$'(*




                           ,-*
                          ./%(quot;




               49

Monday, March 23, 2009
Conceptual Model of a Community Centric WebSite.
                                                                                                                                                  Social Technographics Pro le Of Website Audience
                                                                       Au d i e n ce ( B l o g g e r ) S i te
                                                                              w/detachable
         LEGEND                                                              s h a re d co nte nt                                                                Current Audience 35-44
                                                                                                                                                                                                                                           Index: All adults = 100
                                                                                                                                                                 Future Audience 25-34

                                                                                                                                                 Creators                         21%
                                                                                                                                                                                                                                                            100/129
                                                                                                                                                                                           27%
            Brand Umbrella                                                                                                                                                                            42%
                                                                                                                                                 Critics                                                                                                    114/108
                                                                                                                                                                                                     40%

                                                                                                                            Public Internet      Collectors                        19%
                                                                                                                                                                                                                                                            100/111
                                                                                                                                                                                  21%
            Community
                                                                                                                                                                                               32%
                                                                                                                                                 Joiners                                                                                                    91/149
                                                                                                                                                                                                           52%

            Core Tools
                                                                                                                                                 Spectators                                                                          68%
                                                                                                                                                                                                                                                            99/104
                                                                                                        B ra n d                                                                                                                       72%
            (Wish List, Shopping, Pro le)
                                                                                                                     Ap e r t u re                                                       27%
                                                                                                                                                 Inactives                                                                                                  108/76
                                                                                                                                                                               19%
            Brand Module
                                                                                                                                                              D a t a f r o m F o r r e s t e r R e s e a r c h Te c h n o g r a p h i c s ® s u r v e y s , 2 0 0 8 .
                                                                                                                                                              F o r f u r t h e r d e t a i l s o n t h e S o c i a l Te c h n o g r a p h i c s p r o f i l e ,
            Branded Theme Module                                                                                                                              s e e g r o u n d s w e l l . f o r r e s t e r. c o m .

                                                        B ra n d                                                                     B ra n d
                                                                                                                                                  Marketing Spiral on a Community Centric WebSite
            Lifestyle/Editorial
                                                                                                Community
                                                                                                                                                    Community
            Content
            (article, idea, comment, tip)

                                                                                                                                                                                                                                      A nity
            Community Member
                                                                                                                                                                                                 Conversation


            In uencer


                                                        L i fe s t y l e /                                                            B ra n d                                    Participation
            Internal Marketing                          Ed i to r i a l
            Resource
                                                                                                                     Branded                                                                                                      Engagement
                                                                                                                   Public Content
                                                                                                                                                                          Interaction
            Audience [Non-member]                                                                       B ra n d




                                                                                                                                                                                                                                          © David//Armano
             Wi l l Eva n s

                                                                                                                                                                                                     Awareness
             Us e r E x p e r i e n ce Arc h i te c t
             S e m a nt i c Fo u n d r y, L LC




            50
                                                                                                        http://blog.semanticfoundry.com/expertise/strategic-design/

Monday, March 23, 2009
agenda                                                  agenda

                                                           tool
                                              message


                                                   tool    message




                                                            tool
                                                 message



                            skills   habits                          skills   habits




            51

Monday, March 23, 2009
Exercise
     Adapt your model or
       iterate upon it



            52

Monday, March 23, 2009
What are your take-awa




            53

Monday, March 23, 2009
Thanks!
                         dan@eightshapes.com
                         social networks:



            54

Monday, March 23, 2009

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Modeling Concepts ~ IA Summit 2009

  • 1. Modeling Concepts New IA Techniques for a Web 2.0 World by Dan Brown, EightShapes IA Summit 2009, Memphis, TN, USA 1 Monday, March 23, 2009
  • 2. Agenda What and Why ✦ The Basics: Node Models ✦ Planning Decisions ✦ Content Decisions ✦ Concept Models in Process ✦ Other Kinds of Models ✦ 2 Monday, March 23, 2009
  • 3. Introductions About Me ✦ About You ✦ Who are you? ✦ Where do you work? ✦ Why are you here? ✦ 3 Monday, March 23, 2009
  • 4. What and Why 4 Monday, March 23, 2009
  • 5. Social Networking in the Geography Functional Silos Social helps overcome Workers Obstacles Networking like... Time Contribut- ors are Financial Constraints Creators Watchers Participants conceal limit depends on Curators Innovation Evangelists Subject Customers Matter Problem- Experts Solving must encourage Productivity & depend Work Interactions Resources support Colleagues on Efficiency Product Corporate depends on Culture Responsive- ness Partners Knowledge must embrace must value Support exposes Sharing Flexibility Feedback Technology enables Platform sits on Virtual Environment 5 Monday, March 23, 2009
  • 6. How this helped... Highlights otherwise buried ✦ concepts. Shifts conversation. ✦ Draws connections. ✦ Conveys complex relationships. ✦ Eliminates redundancies. ✦ Contextualizes concepts. ✦ 6 Monday, March 23, 2009
  • 7. In the landscape of 7 Monday, March 23, 2009
  • 8. vs. Site Maps 8 Monday, March 23, 2009
  • 9. vs. Flow Charts 9 Monday, March 23, 2009
  • 10. vs. Quantitative Charts 10 Monday, March 23, 2009
  • 11. What do concept models 11 Monday, March 23, 2009
  • 12. What do they accomplish? 12 Monday, March 23, 2009
  • 13. What would YOU use concept models 13 Monday, March 23, 2009
  • 14. The Basics 14 Monday, March 23, 2009
  • 15. Characteristics 15 Monday, March 23, 2009
  • 16. Variations 16 Monday, March 23, 2009
  • 17. Bidding Events include Training, Mock Auction, Live Auction. Events inherit most properties from the main auction object. RESULTS ROUNDS ITEMS BIDDING EVENT EVENT EVENT RESULTS BIDDERS USER POOL ITEM MASTER LIST AUCTION CONTACTS BIDDERS MASTER LIST ITEM DEFINITION APPLICATION EVENT EVENT EVENT AUCTION SCHEDULE QUALIFYING RULES SUPPORTING BIDDING BIDDERS TECH BIDDERS MATERIALS PROCESSING BIDDERS GUIDE PUBLIC TRAINING NOTICES MATERIALS 17 Monday, March 23, 2009 Auction Manager Redesign Version: 0.1 La
  • 18. 18 http://www.freepress.net/ownership/atthistory Monday, March 23, 2009
  • 19. CONTENT Feedback Taxonomy Instruction Metadata INTERACTION Flow Fields STRUCTURE 19 Monday, March 23, 2009
  • 21. is program coach associated with is which associated coaches supports with is family athlete sport supported plays by of Special Olympics has friend featured nected through participates competed who became in in in sporting who leads who helped volunteer initiative sponsor event local fund who encouraged who helps who then which which friend to become with helped with initiated contacted fundraising volunteer event 21 Monday, March 23, 2009
  • 23. Type creates Product Manufacturer prepares describes demo/video Document spec references catalog brochure creates describes uses Solution Editor describes writes contributes to Content rates Builder article 23 review Monday, March 23, 2009
  • 24. When to use 24 Monday, March 23, 2009
  • 25. When to use 24 Monday, March 23, 2009
  • 26. When to use 24 Monday, March 23, 2009
  • 27. When to use 24 Monday, March 23, 2009
  • 28. Planning Decisions 25 Monday, March 23, 2009
  • 29. The Decisions 26 Monday, March 23, 2009
  • 30. Audience 27 Monday, March 23, 2009
  • 31. Audience 27 Monday, March 23, 2009
  • 32. Audience 28 Monday, March 23, 2009
  • 33. Audience 28 Monday, March 23, 2009
  • 34. Exercise Create a simple node model 29 Monday, March 23, 2009
  • 35. Film Distribution The primary agenda of the distributor is to apply to all films subsequently booked, convince the exhibitor to rent, or quot;bookquot;, each although on occasion some of the terms, such film. To this end the distributor usually as the percentage of the gross to be paid by arranges industry screenings for exhibitors, the exhibitor, may be varied with regard to a and uses other marketing techniques that will particular film. make the exhibitor believe they will profit financially by showing the film. The distributor must also ensure that enough film prints are struck to service all contracted Once this is accomplished, the distributor then exhibitors on the contract-based opening day, secures a written contract stipulating the ensure their physical delivery to the theater by amount of the gross ticket sales to be paid to the opening day, monitor exhibitors to make the distributor (usually a percentage of the sure the film is in fact shown in the particular gross after first deducting a quot;floorquot;, which is theatre with the minimum number of seats and called a quot;house allowancequot; (also known as the show times, and ensure the prints' return to quot;nutquot;), collect the amount due, audit the the distributor's office or other storage exhibitor's ticket sales as necessary to ensure resource also on the contract-based return the gross reported by the exhibitor is accurate, date. In practical terms, this includes the secure the distributor's share of these physical production of film prints and their proceeds, and transmit the remainder to the shipping around the world (a process that is production company (or to any other beginning to be replaced by digital distribution) intermediary, such as a film release agent). as well as the creation of posters, newspaper Ordinarily there are standard blanket contracts and magazine advertisements, television between a distributor and an exhibitor that commercials, trailers, and other types of ads. 30 Monday, March 23, 2009
  • 36. Content Decisions 31 Monday, March 23, 2009
  • 38. Concept Models in Process 33 Monday, March 23, 2009
  • 41. Uses 36 Monday, March 23, 2009
  • 42. Impact on Content 37 Monday, March 23, 2009
  • 45. Uses 39 Monday, March 23, 2009
  • 46. Impact on Content 40 Monday, March 23, 2009
  • 49. Uses 42 Monday, March 23, 2009
  • 50. Impact on Content 43 Monday, March 23, 2009
  • 51. Exercise Share your model 44 Monday, March 23, 2009
  • 52. Other Concept Models 45 Monday, March 23, 2009
  • 54. PRODUCT Component Offerings Resources PRODUCT PRODUCT Category Trends Industries PRODUCT Edition Solutions Customer Profiles SOLUTION Articles, etc. Products Press Release Software Hardware SERVICE Services Case Studies SERVICE Multimedia Category Education & Training Initiatives THEME Promotions Events Partners GROUP Downloads Forums Policies Suppliers Governance PREVIEW Documentation Jobs ARTICLE Investor Relations User Groups Overview EVENT Support Company HOME 47 Monday, March 23, 2009
  • 55. Preference A Segment 1 Segment 2 Priorities: blah. Priorities: blah. Concerns: blah. Concerns: blah. Aptitude: blah. Aptitude: blah. Design Strategy: Design Strategy: • Design Principle. • Design Principle. 45-74 45-74 25-44 25-44 • Design Principle. • Design Principle. • Design Principle. • Design Principle. 13-24 13-24 • Design Principle. • Design Principle. Interests by Age Group Interests by Age Group • Interest • Interest • Interest • Interest • Interest • Interest Behavior A Behavior B Segment 3 Segment 4 Priorities: blah. Priorities: blah. Concerns: blah. Concerns: blah. Aptitude: blah. Aptitude: blah. Design Strategy: Design Strategy: 45-74 45-74 25-44 25-44 • Design Principle. • Design Principle. • Design Principle. • Design Principle. 13-24 13-24 • Design Principle. • Design Principle. • Design Principle. • Design Principle. Interests by Age Group Interests by Age Group • Interest • Interest • Interest • Interest Preference B • Interest • Interest 48 Monday, March 23, 2009
  • 56. Users may add a portlet more than once to any of their portals, though portlets Two portlets of the same type share a BUT two portlets of the same type 1 2 3 added in one place are not automatically added elsewhere. data source. may appear di erently. !quot;#$%&$'() !quot;#$%&$'(* !quot;#$%&$'() !quot;#$%&$'(* !quot;#$%&'()*+ !quot;#$%&'()*0 Changing the look of one portlet BUT changes to the data source from 4 5 does not a ect the appearance of one portlet do a ect other portlets other portlets of the same type. of the same type. "#12)1 !quot;#$%&$'() !quot;#$%&$'(* !quot;#$%&$'() !quot;#$%&$'(* ,-* ./%(quot; 49 Monday, March 23, 2009
  • 57. Conceptual Model of a Community Centric WebSite. Social Technographics Pro le Of Website Audience Au d i e n ce ( B l o g g e r ) S i te w/detachable LEGEND s h a re d co nte nt Current Audience 35-44 Index: All adults = 100 Future Audience 25-34 Creators 21% 100/129 27% Brand Umbrella 42% Critics 114/108 40% Public Internet Collectors 19% 100/111 21% Community 32% Joiners 91/149 52% Core Tools Spectators 68% 99/104 B ra n d 72% (Wish List, Shopping, Pro le) Ap e r t u re 27% Inactives 108/76 19% Brand Module D a t a f r o m F o r r e s t e r R e s e a r c h Te c h n o g r a p h i c s ® s u r v e y s , 2 0 0 8 . F o r f u r t h e r d e t a i l s o n t h e S o c i a l Te c h n o g r a p h i c s p r o f i l e , Branded Theme Module s e e g r o u n d s w e l l . f o r r e s t e r. c o m . B ra n d B ra n d Marketing Spiral on a Community Centric WebSite Lifestyle/Editorial Community Community Content (article, idea, comment, tip) A nity Community Member Conversation In uencer L i fe s t y l e / B ra n d Participation Internal Marketing Ed i to r i a l Resource Branded Engagement Public Content Interaction Audience [Non-member] B ra n d © David//Armano Wi l l Eva n s Awareness Us e r E x p e r i e n ce Arc h i te c t S e m a nt i c Fo u n d r y, L LC 50 http://blog.semanticfoundry.com/expertise/strategic-design/ Monday, March 23, 2009
  • 58. agenda agenda tool message tool message tool message skills habits skills habits 51 Monday, March 23, 2009
  • 59. Exercise Adapt your model or iterate upon it 52 Monday, March 23, 2009
  • 60. What are your take-awa 53 Monday, March 23, 2009
  • 61. Thanks! dan@eightshapes.com social networks: 54 Monday, March 23, 2009

Hinweis der Redaktion

  1. •Site maps are about belonging •Site maps tend to represent basic navigation experience
  2. •Flows are rigid about cause & effect •Flows focus on activities •Flows have a distinct beginning and end •Flows must show a transformation
  3. •trends over time •comparisons
  4. •State requirements •Establish design direction ▼Clarify domain or context •Sensemaking •Design synthesis
  5. •Discussion ▼Clarification •with stakeholders •with self •Approval
  6. •Explicit relationships •Relationships by linking •Concepts = nouns •up to 3 dozen concepts
  7. •Central core concept •Core diad, triad, or quad •Value proposition backbone •Focus on relationships (eg: user experience model)
  8. •Early in project •Anticipate iteration •Ideal for domain mapping: lightbulb •Operational model: gears
  9. •Early in project •Anticipate iteration •Ideal for domain mapping: lightbulb •Operational model: gears
  10. •Early in project •Anticipate iteration •Ideal for domain mapping: lightbulb •Operational model: gears
  11. ▼ Audience •Trash business/technical distinctionguys with gears/$/paintbrush pointed at them, crossed out ▼Think in terms of characteristics •detail-orientedguy with magnifying glass •eager to contributeguy carrying stuff •able to abstractthought bubble ▼ PurposePurpose: structure, domain •Describe structure of site •Illustrate underlying domain ▼ Message •The domain is more/less complex than we imagined •There are important relationships here not readily apparent • Maintenance • Collaboration
  12. ▼ Type: What kind of model should I make? • ▼ Scope: What concepts should I include? •Start with too many or start with what you know •Add as many as you can •Refer to planning decisions to quantify scope •When in doubt, take it out: focus on legibility, show simpler versions initially, add elaboration later • Detail: How much information should I include? ▼ Abstraction: At what level should the concepts be? •To what extent are you going to analyze or synthesize concepts? •Force yourself to identify narrower and/or broader concepts ▼ Relationships: Which aspects of the network should I highlight? •Find compelling relationships: passive voice and belonging are mundane ▼ Visual Language for Concepts •Identify opportunities to imply relationships through placement •Dont' be afraid to repeat concepts as they get further away from the central ideas, but be sure to use consistent visual language to draw the connection ▼ Visual Language for Relationships •Belonging relationships are easily communicated through placement
  13. ▼Uses •Domain understanding •Requirements definition
  14. ▼Impacts •No specialized visual language •No surrounding context/explanation •Not normalized: redundant concepts, redundant/non-existant relationships •Strong emphasis on clarifying unfamiliar items through relationships
  15. ▼Uses •Context-setting: Here's where the product fits •Scope-setting: Here's what we're focusing on •Vision-setting: Here's what the product will look like
  16. ▼Impacts •Strong emphasis on the product itself -- maybe mentioned explicitly •Lack of detail •Strong emphasis on relating familiar items with unfamiliar items
  17. ▼Uses •Describe site structure or content strategy •Describe operational structure
  18. ▼Impacts •Content/template-focused •Roles incorporated: icons showing different jobs pointing at person •Focused on familiar items only, though expressed differently (press release -> article template) •Relationships describe navigation between templates •Relationships describe ways concepts impact/influence each other (for interactive systems): soccer ball
  19. ▼ Two-by-two: Concept models in context ▼Characteristics •Relationships implied by comparisons •Relationships driven by criteria ▼Quantities are relative, not absolute •If you start plotting points, you're into quantitative ▼Variations •Adding a third dimension: scale (size of circle) •Four kinds of X in the world ▼When to use 2x2 •Comparing concepts •Key dimensions/criteria are salient •Drive decisions based on criteria
  20. ▼ Comics ▼Characteristics •Panel-based •Multiple aspects of a single set of concepts •Usually linear ▼Variations •Non-human comics ▼When to Use Comics •Relationships are narrative •Relationships are relative perspectives on a central idea •Break an idea into component parts
  21. ▼ Illustration models ▼Characteristics •Less explicit relationships •Relationships by relative placement (vs. linking) •Less rigid noun-verb distinction •1 dozen concepts ▼When to use illustration models •elaborating on a node model •Relationships are more abstract •Relationships are self-evident or not as crucial