The document discusses information architecture and the role of an information architect. It provides details on the job responsibilities of an information architect, which include organizing information, designing strategies using usability testing data, translating user behavior into site structure and interactive experiences, and coordinating with other teams. A degree in information technology or a related field is generally required for the role, along with an understanding of software like Visio and Photoshop. The document also discusses how information architecture involves organizing information to meet user needs and goals through techniques like site maps, wireframes, taxonomies and ontologies.

1. Your mother is an
information architect
Eric Reiss
@elreiss
UX Salon, 6 April 2014
Tel Aviv, Israel
What is it?
Why should we do it?
How do we do it?

2. ‫מה‬

3. The Information Architect will organize information and
design strategies using data from usability testing on how
users interact with a company’s communications systems.
Information Architects must be able to translate user
behavior into media structure, craft interactive experiences,
produce workflow diagrams and other production materials,
as well as organize information into site maps, to name few
job duties. They also must be able to coordinate with Web
Producers and creative and production departments to
implement their strategies. An understanding of web
production software, such as Visio, Dreamweaver, Office and
Photoshop is required. A degree in information technology,
MIS, MLS, or Engineering is generally preferred for the
Information Architect position. A strong portfolio is also
considered beneficial.
A job description - 2013

5. Don’t try this
at home.
She is a
trained
professional.

6. 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

7. This is what it looks like
Home page
About us
Products
Sales
History
Red products
Mission
Green products
Blue products
Dealer addresses
Data sheet
Search Contact

8. It can also look like this

9. Or even this
Source: wiki.collectionspace.org

10. And IAs use big words...
� Ontology
� Taxonomy
� Faceted classification

11. Is information
architecture
scary?
It shouldn’t be!

13. The Information Architect will organize information and
design strategies using data from usability testing on how
users interact with a company’s communications systems.
Information Architects must be able to translate user
behavior into media structure, craft interactive experiences,
produce workflow diagrams and other production materials,
as well as organize information into site maps, to name few
job duties. They also must be able to coordinate with Web
Producers and creative and production departments to
implement their strategies. An understanding of web
production software, such as Visio, Dreamweaver, Office and
Photoshop is required. A degree in information technology,
MIS, MLS, or Engineering is generally preferred for the
Information Architect position. A strong portfolio is also
considered beneficial.
IA job description - 2013

14. The Driver will be responsible for planning, and performing
transportation services based on time-to-destination, the
need to view scenic attractions, fuel economy, or a
combination of these strategies using data from maps,
global positioning satellites, and empirical knowledge of the
terrain and prevailing traffic conditions. The Driver must also
be fully capable of propelling a motorized vehicle on a
variety of surfaces, including cement, asphalt, wood, gravel,
sand, and dirt, each under a wide range of meteorological
conditions. The Driver must be able to avoid physical
interaction with objects of any nature, both stationary and
moving while operating the vehicle. Moreover, a detailed
knowledge of current rules and regulations is an absolute
requirement, as is a valid driver’s license. A clean driving
record is also considered beneficial.
Driver job description - 2014

15. Sitemap
Home page
About us
Products
Sales
History
Red products
Mission
Green products
Blue products
Dealer addresses
Data sheet
Search Contact

16. Sitemap

17. Outline

18. Outline

19. Wireframe
Source: wiki.collectionspace.org

20. Wireframe

21. And what about the big words?
� Ontology
� Knowing the vocabulary
� schlemiel, schlemazl, schnook, schnorrer
� Taxonomy
� A hierarchy
� Yiddish > Ashkenazic Yiddish
> American Yiddish
� Faceted classification
� Alphabetical order
� Type of word/phrase (e.g. insults, greetings)

22. The simple definition of IA
The arrangement and labeling of data and physical
objects so people find what they’re looking for
quickly and with the least possible effort.

23. ‫למה‬

24. Raise your hand when you find the
Ace of Hearts

27. Information architecture creates
value through organization

28. We take things and:
� Gather them so they create value
� Call them something recognizable
� Put them where they can be found
And everyone does this
in one form or another
(including your mother!)

29. Gather them so they create value

30. Call them something recognizable

31. Put them where they can be found

32. She even understands interface design!

33. In fact, everyone practices
information architecture

41. ‫איך‬

42. How in a nutshell
� Define your goals
� Understand your users’ goals
� Organize stuff to meet both goals (IA)

43. Let’s practice...

44. Meet the client - background
� I am a beggar on the streets of Berlin
� I am an alcoholic

45. Meet the client - goal
� I am a beggar on the streets of Berlin
� I am an alcoholic
� I want people with money to give me money

46. Why people give money
� Pity
� Guilt
� Empathy
� Need to feel superior

47. Meet the client - strategy
� I am a beggar on the streets of Berlin
� I am an alcoholic
� I want people with money to give me money
� I want to stand out from other homeless
by demonstrating humour

48. Meet the client – tactics (the brief)
� I am a beggar on the streets of Berlin
� I am an alcoholic
� I want people with money to give me money
� I want to stand out from other homeless
by demonstrating humour
� Can I make giving money fun for people?

50. The elements of good IA
� Understanding who the client is
� Beggar, alcoholic, Berlin
� Understanding the client’s goals
� I want people with money to give me money
� Understanding the target audience(s) goals
� Pity, guilt, empathy, need to feel superior
� Understanding the strategy
� I want to stand out from other homeless by
demonstrating humour
� Understanding the brief (the tactics)
� Make donating fun

51. The key is understanding.
You can’t guess your way to success.
(And you are not the best judge of
your own company)

52. Talents you need
� Knowledge of:
� Cataloging and indexing techniques
� Database design
� Code
� Curiosity/empathy
� Cultural literacy
� Communication skills

53. Wurman’s 5 ways to organise stuff
L – Location
Tel Aviv is a city in Israel
A – Alphabet
Tel Aviv starts with the letter ”T”
T – Time
Tel Aviv was founded in 1909
C – Category
Tel Aviv is a coastal city
H – Hierarchy
Tel Aviv is Israel’s second-largest city

54. Some typical problems
(as seen through the users’ eyes
� Too much information
� Confusing
� Too little information
� Frustrating
� Not the right information
� Irritating
� An inappropriate hierarchy

55. Five online answers to:
“things to do in Tel Aviv”

56. Too much

57. Too little

58. Wrong info

59. Inappropriate IA

60. Not bad!

61. Show me how you organise your stuff
and I will tell you who you are.
Coding is the easy part.
The thinking behind the code is hard!
Need help?
Ask your mother!

62. ‫שלום‬

63. You can (usually) find Eric at:
The FatDUX Group ApS
Strandøre 15
DK-2100 Copenhagen
Denmark
Office: (+45) 39 29 67 77
Mobil: (+45) 20 12 88 44
Twitter: @elreiss
er@fatdux.com
www.fatdux.com