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Chickens and Eggs
(a broader view of information architecture)
Eric Reiss
@elreiss
WIAD 2016
February 20, 2016
Ghent, Belgium
My premise for today’s talk:
If you don’t know where you’ve been,
it’s difficult to see where you’re going.
I hope to dispell some myths:
IA was first invented in the ‘70s
IA relates strictly to digital information
Reading IA books will make you an IA
I also want to share my thoughts on three key issues:
context
psychology
changing content properties
My goals, your take-aways
So, when did it start?
Using the term
Doing the work
February 1998
Happy birthday, polar bear book!
February 1998August 1999
“But gosh, I’ve been doing this for
a long, long time.
Certainly others were doing this
before me...”
Belgium’s first information architect
IA and gestural interfaces - 1935
https://www.youtube.com/watch?v=8kuCSRJcTgY
A 150-year-old infographic
A 170-year-old sitemap
A 220-year-old SEO project
A 250-year-old knowledge map
A 300-year-old taxonomy
A 400-year-old content inventory
650-year-old personas
A 5000-year-old wireframe
And you could argue that Plato
was actually the first person to
write about information
architecture!
WIAD Ghent 2016
WIAD Ghent 2016
Content strategy
Abel
Bailie/Urbina
Bloomstein
Halvorson
Kissane
Lamm
McGrane
Nichols
Rach
Wachter-Boettcher
IA
Arango
Covert
Gilchrist/Mahon
Morville
Reiss
Resmini/Rosati
Rosenfeld
van Dijck
Wodtke/Govella
Wurman
Usability
Krug
Nielsen
Pearrow
Reiss
Rubin/Chisnell
Snitker
Spool
Wroblewski
UX
Chandler/Unger
Cooper
Goodwin
Gothelf
Garrett
Kuniavsky
Norman
Shedroff
Saffer
Unger/Starmer
Marcom
Drucker
Godin
Kottler
Pepper
Peters
Rogers
Advertising
Caples
Hopkins
Ogilvy
Service
Beckwith
Crosby
Osterwalder
Polaine/Løvlie
Seybold
Schneider
Stickdorn
Tschohl
Underhill
Zemke
Reading books is good.
But don’t discount the value of
emprical experience and intuition.
And you gain experience everywhere!
These won’t make you a chef or a mechanic
Mama said “no” but we learned by touching
And books won’t teach you the secrets
of every great information architect:
• Curiosity
• Empathy
• Passion
Time travel back to the
very first IA Summit
WIAD Ghent 2016
(Strange seas of colour…)
Stage
Me
Cool blackTweed
Flannel Other
WIAD Ghent 2016
Sadly, 16 years later, these groups still
don’t really get along
• designers
• academics
• developers
• marketers
The wonderful Lou Rosenfeld spent all
night working on this diagram
Information architecture Model ver. 0.01
(synthesis of ~900 terms, 8 April 2000)
Information
Information
Architect
Information
User
IA Goals
•Meet user-needs
•Mediation
•Usability
•Added value
•Navigate
•Search
•Browse
•Evaluate
•Design
•Implement
•Structure
•Tag/index
•Analysis
•Model
•Classify
•Evaluate
•Create
•Own
•Edit
•Manage
Standards
DisciplinesPolicies
Technology
The Wikipedia still thinks information
architecture is strictly digital
WIAD Ghent 2016
How do we do information architecture?
• Gather things in convenient categories
• Call things something recognizable
• Put things where they can be found
Wurman’s LATCH model (1994)
L – Location
Ghent is a city in Belgium
A – Alphabet
Ghent starts with the letter “G”
T – Time
Ghent dates back to the stone age
C – Category
Ghent is a “marine west coast climate”
H – Hierarchy
Ghent is the largest city in Eastern Flanders
IA is not just something on a screen
WIAD Ghent 2016
Gather things in convenient categories
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
Message: our skills are valuable far
beyond the screen
Call things something recognizable
(a case story from
a strip mall in Miami)
WIAD Ghent 2016
Generic labels easily read from a
speeding car
WIAD Ghent 2016
Find the weird label...
WIAD Ghent 2016
WIAD Ghent 2016
Usability testing in the real world
2007
2009
2012
Message: labels have to be
crystal clear and appropriate to the
user’s environment
Put things where they can be found
Put them where they can be found
WIAD Ghent 2016
Message: if content is king,
context is the kingdom
What and how are only part of the story
What and how are only part of the story
Fundamentals of change management
WIAD Ghent 2016
How
What
Why
Once you understand the “why” of IA,
the “what” and “how” are mostly a
matter of common sense and practice.
Why?
To create understanding through context
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
Noise
Information
Understanding
“You can only understand
something relative to
something else.”
Richard Saul Wurman
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
WIAD Ghent 2016
Our title is “information architect”
Perhaps itis should be
“context coordinator”
Content collections can be messy.
Pattern recognition is a key skill
An ergonomic seat designed for one person
Optical lenses invented by Benjamin Franklin
Alcoholic mixture invented by Dr. Iain Marshall
Incandescent device invented by Thomas Edison
Fabric made on a loom invented by JM Jacquard
Rouge Royale (marble)
Baskerville Light (typography)
Domesticated mammal
(This is often how our clients look at their content)
Content objects
Armchair
Bifocal eyeglasses
Manhattan Cocktail
Lightbulb
Wool jumper
Tabletop
Book
Cat
(This is an easier way to look at content)
Content objects (simplified)
WIAD Ghent 2016
Eyeglasses
Wool pullover
Lightbulb
Marble tabletop
Armchair
Book
Gus the Cat
Manhattan Cocktail
Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/aethetics
Convenience/comfort
Education/information
Companionship
Chemical stimuli
Message: You have to understand the
big picture in order to make good
tactical decisions. And the big picture
is found in the business plan.
Content strategy can go wrong
Let’s dry our hair...
Which three things do we need?
WIAD Ghent 2016
WIAD Ghent 2016
Message: the IA behind the
Internet of Things
has always been here.
It just hasn’t always been on the
internet! Now, it’s up to us to form the
electronic “arrows”
If we don’t get the context right,
the user experience suffers
https://www.youtube.com/watch?v=E3rB_qx0wRM
Message: you have to give
users options and not just a
single, inflexible solution
If we don’t get the context right,
sales may suffer, too.
WIAD Ghent 2016
+
vs. vs.
Buy camera and case at same time
Expectation that some high-end cases would be sold
Case bought separately – two choices
Expectation that mostly low-end cases would be sold
Case bought separately – three choices
Expectation that mostly mid-range cases would be sold
Inspired by Dr. Susan Weinschenk
Three different scenarios
WIAD Ghent 2016
Message: Study up on the psychology
of choice
And sometimes our initial perceptions
can be misleading...
A - a sphere and a circle
B - a sphere and a cube
Which seem more alike?
A – cassette tape
B – mirror
C – music CD
D – LP record
Which of these items seems least relevant?
A – cassette tape
B – mirror
C – music CD
D – tin-can lid
Which of these items seems least relevant?
A – cassette tape
B – mirror
C – old car hubcap
D – tin-can lid
Which of these items seems least relevant?
A - a cube and a square
B - a cube and a sphere
But here’s my original question…did you change
from A to B? If so, you probably started to see the
generic properties.
A - a sphere and a circle
B - a sphere and a cube
Which seem more alike?
Percent changes in perception
https://www.asis.org/Bulletin/Feb-08/FebMar08_IA_Reiss.html
What are the generic properties?
• Shiny
• Sharp
• Rolls
• Contains stuff
• Makes noise
Message: to find new contextual
relationships, you must look at
the generic properties of the content
I hope to dispell some myths:
IA was first invented in the ‘70s
IA relates strictly to digital information
Reading IA books will make you an IA
I also want to share my thoughts on three key issues:
Creating meaningful context
Understanding psychology
Identifying generic content properties
My goals, your take-aways
Bonus material
(a basic process for introducing IA/UX
as an integral part of how an
organisation does business when the
stakeholders just want to continue
doing business as usual)
Reiss’s Integration Model (3:24 AM)
Figure out the business problem
(Read the business plan)
Understand the opportunities
(Identify ways to create value through IA/UX)
Channel your energy
(Don’t get sidetracked by naysayers)
Kiss some ass
(A sad part of doing business)
Institutionalize the process
(Find your champions. Spread the word)
Take care of the business goals
(Show the stakeholders the money!)
But above all else, there are three
skills every great IA demonstrates:
Passion, curiosity, and empathy
With these, you can rule the world!
Dank U!
Merci!
The FatDUX Group ApS
Strandøre 15
2100 Copenhagen
Denmark
Office: (+45) 39 29 07 07
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
er@fatdux.com
www.fatdux.com
Eric Reiss can (usually) be found at:

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WIAD Ghent 2016