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Designing the User Experience: THE FUNDAMENTALS 
INFORMATION 
ARCHITECTURE 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Definition 
The structural design of an information 
space to facilitate task completion and 
intuitive access to content. 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Information Architecture for the World-Wide Web Louis Rosenfeld & Peter Morville
Sort into groups. Name groups 
PLAY WITH 
CANDY 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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MAKE A HOMEPAGE FOR 
YOUR CANDY SITE 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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4 KINDS OF INFORMATION 
SEEKING 
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You are going to Belize. 
You want the lonely planet 
guidebook 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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KNOWN ITEM 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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What works 
Search 
A-Z index 
Navigation 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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You want to visit a tropical 
island. Where should you 
go? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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EXPLORATORY 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
What can help 
Navigation 
Related Search 
Search (with autocomplete, related terms) 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Ticket Prices to Belize drop 
in September and April 
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DON’T 
KNOW 
WHAT YOU 
NEED TO 
KNOW 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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What can help 
Related information 
Recommendations 
Push technologies 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
You saw a great waterproof 
camera on amazon, and now 
realize it’s the one you want 
to buy. Where did it go? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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REFINDING 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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What can help 
Favorites 
Personalization 
Visited link color 
http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Redesign 
DESIGN FOR TASKS 
Find a after dinner mint 
Find a candies for a upcoming party for a 57 year old 
Make users aware some candies are on sale 
Find again a good choice for that party that you saw 
earlier 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Classification has 
Consequences 
A physician who doesn’t see a new cure 
A poor student who can’t find financial aid 
A store where a product isn’t found 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
IA has Solutions 
Information Architecture 
manages information to 
make it findable 
– Tagging with metadata 
– Organizing with CV’s 
– Creating navigation systems 
– Optimizing search 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
CLASSIFICATION IS 
CONTEXTUAL 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Benabar n’est 
pas jazz? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Dewey Decimal 
System 
‣ 200-299 – Religion Categories 
‣ 40+ categories related to Christianity 
‣ 1 for Judaism 
‣ 1 for Islam (& related)
Who Cares? 
‣ Religious Scholars 
‣ Librarians 
‣ Information Architects 
‣ Jews and Muslims
THIS IS A FISH
Who Cares? 
Hungry Catholics inland in South America on Fridays
Context is King 
‣ Classification reflects social and cultural organization 
‣ Information Architect must understand this context
Get to know your 
audience… 
1. Who are they? 
Football Fan
Get to know your 
audience… 
1. Who are they? 
Football Fan?
Know your audience… 
1. Who are they? 
2. What do they care about? 
Are the Patriots going 
to make the playoffs? 
Show me 
photos! 
What happened in 
the last game?
Know your audience… 
1. Who are they? 
2. What do they care about? 
3. How do they think of the information and content? 
Conference, 
division… 
Schedules, 
standings…
Know your audience… 
1. Observe others 
2. Study Competitors and similar sites 
3. Review your search logs 
4. Do a card sort
Now what? 
Check your labels. Do they make sense? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
3 
Metadata 6
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Tagging– when it works 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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3 
8
People can’t be bothered 
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3 
9
Pictures of “you” 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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4 
1 Metadata: what 
is it? 
“metadata is data about data" 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
4 
2 
Metadata: what 
is it? 
“Metadata tags are used to describe documents, pages, 
images, software, video and audio files, and other content 
objects for the purposes of improved navigation and 
retrieval” 
‘Information Architecture for the World Wide Web’, 2nd ed., (2002) Rosenfeld, L. & 
Morville, P.
DescriptiveProcuitto 
Cheese 
Honey 
Olivia’s 
Tapas 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Intrinsic 
What does the camera know? 
What does the system know? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Administrative 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
4 
6 
Not all Metadata is equal 
What are users interested in? 
What do you want users to be able to find? 
What metadata makes management easy? 
Tag content for findability 
Tag content for management
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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4 
7 
Exercise 
CANDY 
Write as many descriptive words (or short phrases) on your 
post-it 
One word (or phrase) per post-it 
Don’t share– yet! Hold on!
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Add pic of netflix 
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4 
9
Controlled 
vocabularies 
Master of your domains 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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The French 
Academy 
Founded in 1635 
Multiple dialects 
Goal: purify the French language 
Goal: unify the nation (ensure that the State and all 
citizens speak the same language) 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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The French 
Academy today 
…but… 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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So what? 
• So what are your goals? 
• How will you ensure that your users and your 
system speak the same language? 
How will you ensure they continue to do so? 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
When humans and 
computers interact 
I’ve got 
music 
I want 
music.
Humans are good at 
figuring things out 
Hip Hop 
Rap. 
Rock. 
Dance.
Most of the time 5 
6 
Raggamuffin ?
But computers are 
literal 
5 
7 
Acid 
reggae 
? 
No matches 
found
And need help 5 
8 
Acid 
Reggae? 
? 
Let’s give them “Reggae” and 
“Trance” 
IA
The IA can’t 
always be there… 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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5 
9 
Thus Controlled vocabularies (CV) 
Amy Warner defines a controlled vocabulary (CV) 
as “organized lists of words and phrases, or 
notation systems, that are used to initially tag 
content, and then to find it through navigation or 
search.”
Controlled 
Vocabularies 
I define them as 
Documented relationships of words and 
concepts to assist people finding stuff. 
Same dif. 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Controlled Vocabulary 
Types 
Synonym 
Rings 
(Vocabularies) 
Authority 
Files 
Thesauri 
Classification 
Schemes 
Simple Complex 
Equivalence Hierarchical Associative 
(Relationships)
Controlled vocabularies 
A=B A 
B 
A B 
Equivalence 
Christmas= 
Xmas 
Hierarchal 
Winter Holidays > 
Christmas 
Associative 
Christmas 
Tree | Santa 
Claus
Synonym rings 
• Simplest type 
• Helps with search, indexing 
• Simplifies maintenance
Synonym rings include 
• Acronyms: BBC, British Broadcasting 
Company; MPG, miles per gallon 
• Variant spellings: cancelled, canceled; 
honor, honour 
• Scientific terms versus popular use terms: 
acetylsalicylic acid, aspirin; lilioceris, lily 
beetle 
– From Synonym Rings and Authority Files 
by Karl Fast, Fred Leise and Mike Steckel 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
6 
5 
China cap = chinois = strainer
Why Bother? 6 
6 • Sometimes on 
intranets, CV’s are 
skipped 
• You think you can force 
people to use proper 
terms 
• But people are lazy 
I’m tired of typing “Controlled 
Vocabulary--- CV is shorter.
Why Bother? 6 
7 • On the internet you want to 
be found 
• Plus users use short 
queries 
– Average queries are 2.5 
words– 30% of searches are 
one word queries 
• On large scale sites, there is 
enough data to do this 
programmatically, but on small 
sites, not. 
I want a cannon camera.
Thesauri 
• Cadillac of Controlled Vocabularies 
• Includes associative relationships 
Preferred term Variants Siblings Parent Associated 
Christmas X-mas, Nöel Hanukah, 
Kwanzaa 
Winter holidays Santa Claus 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Associations - 
crafted 
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Associations - 
Behavioral 
• Amazon uses buying patterns to determine 
associations 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
7 
1 
Associations 
What is related 
What is required? 
What else is interesting? 
Relevancy is king
Implementation? 
Implementation dependent on situation and tools. 
May be slow painful data entry– know this and prepare. 
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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7 
2
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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7 
3 
Is that all? 
NO! 
Life beyond enumerative classification….
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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7 
4 
Faceted 
Classification 
was developed, prior to the existence of 
computers, by S. R. Ranganathan, 
a Hindu mathematician 
working as a librarian.
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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7 
5 
Ranganathan’s 5 
Facets 
• who: personality 
• what: matter 
• how: energy 
• where: space 
• when: time
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
To have this workshop at your business or conference , contact cwodtke@eleganthack.com 
7 
7 
Ordinary stuff?
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7 
8 
Personals 
Faceted classification is often used by Personas 
Content is by the users
What’s the difference? 
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7 
9 
Electronics 
Camera 
Digital 
Film 
PDAs 
Televisions 
Camera facets 
Pixels 
Zoom 
Price
Music 
Enumerative 
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Modern 
– Rock 
• Alternative 
– Seattle 
– Atlanta 
Faceted 
Mood 
Tempo 
Artist 
Use 
8 
0
Create candy facets for your store 
FACETS, ANYONE? 
Who 
What 
How 
Where 
When 
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81
Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. 
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8 
2 
HEADER 
This slide was left purposely blank. 
I can do that, you know.
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8 
Q&A 3

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008 stew hanging briefing 10 02 14
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04 Fundamentals of UX Workshop: Information Architecture

  • 1. Designing the User Experience: THE FUNDAMENTALS INFORMATION ARCHITECTURE Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 2. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 3. Definition The structural design of an information space to facilitate task completion and intuitive access to content. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com Information Architecture for the World-Wide Web Louis Rosenfeld & Peter Morville
  • 4. Sort into groups. Name groups PLAY WITH CANDY Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 5. MAKE A HOMEPAGE FOR YOUR CANDY SITE Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 6. 4 KINDS OF INFORMATION SEEKING Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 7. You are going to Belize. You want the lonely planet guidebook Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 8. KNOWN ITEM http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 9. What works Search A-Z index Navigation http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 10. You want to visit a tropical island. Where should you go? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 11. EXPLORATORY Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 12. What can help Navigation Related Search Search (with autocomplete, related terms) http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 13. Ticket Prices to Belize drop in September and April Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 14. DON’T KNOW WHAT YOU NEED TO KNOW http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 15. What can help Related information Recommendations Push technologies http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 16. You saw a great waterproof camera on amazon, and now realize it’s the one you want to buy. Where did it go? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 17. REFINDING http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 18. What can help Favorites Personalization Visited link color http://boxesandarrows.com/four-modes-of-seeking-information-and-how-to-design-for-them/ Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 19. Redesign DESIGN FOR TASKS Find a after dinner mint Find a candies for a upcoming party for a 57 year old Make users aware some candies are on sale Find again a good choice for that party that you saw earlier Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 20. Classification has Consequences A physician who doesn’t see a new cure A poor student who can’t find financial aid A store where a product isn’t found Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 21. IA has Solutions Information Architecture manages information to make it findable – Tagging with metadata – Organizing with CV’s – Creating navigation systems – Optimizing search Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 22. CLASSIFICATION IS CONTEXTUAL Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 23. Benabar n’est pas jazz? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 24. Dewey Decimal System ‣ 200-299 – Religion Categories ‣ 40+ categories related to Christianity ‣ 1 for Judaism ‣ 1 for Islam (& related)
  • 25. Who Cares? ‣ Religious Scholars ‣ Librarians ‣ Information Architects ‣ Jews and Muslims
  • 26. THIS IS A FISH
  • 27. Who Cares? Hungry Catholics inland in South America on Fridays
  • 28. Context is King ‣ Classification reflects social and cultural organization ‣ Information Architect must understand this context
  • 29. Get to know your audience… 1. Who are they? Football Fan
  • 30. Get to know your audience… 1. Who are they? Football Fan?
  • 31. Know your audience… 1. Who are they? 2. What do they care about? Are the Patriots going to make the playoffs? Show me photos! What happened in the last game?
  • 32. Know your audience… 1. Who are they? 2. What do they care about? 3. How do they think of the information and content? Conference, division… Schedules, standings…
  • 33. Know your audience… 1. Observe others 2. Study Competitors and similar sites 3. Review your search logs 4. Do a card sort
  • 34. Now what? Check your labels. Do they make sense? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 35. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 36. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 3 Metadata 6
  • 37. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 38. Tagging– when it works Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 3 8
  • 39. People can’t be bothered Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 3 9
  • 40. Pictures of “you” Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 41. 4 1 Metadata: what is it? “metadata is data about data" Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 42. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 4 2 Metadata: what is it? “Metadata tags are used to describe documents, pages, images, software, video and audio files, and other content objects for the purposes of improved navigation and retrieval” ‘Information Architecture for the World Wide Web’, 2nd ed., (2002) Rosenfeld, L. & Morville, P.
  • 43. DescriptiveProcuitto Cheese Honey Olivia’s Tapas Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 44. Intrinsic What does the camera know? What does the system know? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 45. Administrative Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 46. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 4 6 Not all Metadata is equal What are users interested in? What do you want users to be able to find? What metadata makes management easy? Tag content for findability Tag content for management
  • 47. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 4 7 Exercise CANDY Write as many descriptive words (or short phrases) on your post-it One word (or phrase) per post-it Don’t share– yet! Hold on!
  • 48. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 49. Add pic of netflix Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 4 9
  • 50. Controlled vocabularies Master of your domains Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 51. The French Academy Founded in 1635 Multiple dialects Goal: purify the French language Goal: unify the nation (ensure that the State and all citizens speak the same language) Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 52. The French Academy today …but… Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 53. So what? • So what are your goals? • How will you ensure that your users and your system speak the same language? How will you ensure they continue to do so? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 54. When humans and computers interact I’ve got music I want music.
  • 55. Humans are good at figuring things out Hip Hop Rap. Rock. Dance.
  • 56. Most of the time 5 6 Raggamuffin ?
  • 57. But computers are literal 5 7 Acid reggae ? No matches found
  • 58. And need help 5 8 Acid Reggae? ? Let’s give them “Reggae” and “Trance” IA
  • 59. The IA can’t always be there… Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 5 9 Thus Controlled vocabularies (CV) Amy Warner defines a controlled vocabulary (CV) as “organized lists of words and phrases, or notation systems, that are used to initially tag content, and then to find it through navigation or search.”
  • 60. Controlled Vocabularies I define them as Documented relationships of words and concepts to assist people finding stuff. Same dif. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 61. Controlled Vocabulary Types Synonym Rings (Vocabularies) Authority Files Thesauri Classification Schemes Simple Complex Equivalence Hierarchical Associative (Relationships)
  • 62. Controlled vocabularies A=B A B A B Equivalence Christmas= Xmas Hierarchal Winter Holidays > Christmas Associative Christmas Tree | Santa Claus
  • 63. Synonym rings • Simplest type • Helps with search, indexing • Simplifies maintenance
  • 64. Synonym rings include • Acronyms: BBC, British Broadcasting Company; MPG, miles per gallon • Variant spellings: cancelled, canceled; honor, honour • Scientific terms versus popular use terms: acetylsalicylic acid, aspirin; lilioceris, lily beetle – From Synonym Rings and Authority Files by Karl Fast, Fred Leise and Mike Steckel Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 65. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 6 5 China cap = chinois = strainer
  • 66. Why Bother? 6 6 • Sometimes on intranets, CV’s are skipped • You think you can force people to use proper terms • But people are lazy I’m tired of typing “Controlled Vocabulary--- CV is shorter.
  • 67. Why Bother? 6 7 • On the internet you want to be found • Plus users use short queries – Average queries are 2.5 words– 30% of searches are one word queries • On large scale sites, there is enough data to do this programmatically, but on small sites, not. I want a cannon camera.
  • 68. Thesauri • Cadillac of Controlled Vocabularies • Includes associative relationships Preferred term Variants Siblings Parent Associated Christmas X-mas, Nöel Hanukah, Kwanzaa Winter holidays Santa Claus Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 69. Associations - crafted Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 70. Associations - Behavioral • Amazon uses buying patterns to determine associations Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 71. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 1 Associations What is related What is required? What else is interesting? Relevancy is king
  • 72. Implementation? Implementation dependent on situation and tools. May be slow painful data entry– know this and prepare. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 2
  • 73. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 3 Is that all? NO! Life beyond enumerative classification….
  • 74. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 4 Faceted Classification was developed, prior to the existence of computers, by S. R. Ranganathan, a Hindu mathematician working as a librarian.
  • 75. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 5 Ranganathan’s 5 Facets • who: personality • what: matter • how: energy • where: space • when: time
  • 76. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com
  • 77. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 7 Ordinary stuff?
  • 78. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 8 Personals Faceted classification is often used by Personas Content is by the users
  • 79. What’s the difference? Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 7 9 Electronics Camera Digital Film PDAs Televisions Camera facets Pixels Zoom Price
  • 80. Music Enumerative Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com Modern – Rock • Alternative – Seattle – Atlanta Faceted Mood Tempo Artist Use 8 0
  • 81. Create candy facets for your store FACETS, ANYONE? Who What How Where When Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 81
  • 82. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 8 2 HEADER This slide was left purposely blank. I can do that, you know.
  • 83. Created by Christina Wodtke | www.eleganthack.com | This work is licensed under a Creative Commons Attribution 3.0 United States License. To have this workshop at your business or conference , contact cwodtke@eleganthack.com 8 Q&A 3