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8 Information Architecture Better Practices Slide 1 8 Information Architecture Better Practices Slide 2 8 Information Architecture Better Practices Slide 3 8 Information Architecture Better Practices Slide 4 8 Information Architecture Better Practices Slide 5 8 Information Architecture Better Practices Slide 6 8 Information Architecture Better Practices Slide 7 8 Information Architecture Better Practices Slide 8 8 Information Architecture Better Practices Slide 9 8 Information Architecture Better Practices Slide 10 8 Information Architecture Better Practices Slide 11 8 Information Architecture Better Practices Slide 12 8 Information Architecture Better Practices Slide 13 8 Information Architecture Better Practices Slide 14 8 Information Architecture Better Practices Slide 15 8 Information Architecture Better Practices Slide 16 8 Information Architecture Better Practices Slide 17 8 Information Architecture Better Practices Slide 18 8 Information Architecture Better Practices Slide 19 8 Information Architecture Better Practices Slide 20 8 Information Architecture Better Practices Slide 21 8 Information Architecture Better Practices Slide 22 8 Information Architecture Better Practices Slide 23 8 Information Architecture Better Practices Slide 24 8 Information Architecture Better Practices Slide 25 8 Information Architecture Better Practices Slide 26 8 Information Architecture Better Practices Slide 27 8 Information Architecture Better Practices Slide 28 8 Information Architecture Better Practices Slide 29 8 Information Architecture Better Practices Slide 30 8 Information Architecture Better Practices Slide 31 8 Information Architecture Better Practices Slide 32 8 Information Architecture Better Practices Slide 33 8 Information Architecture Better Practices Slide 34 8 Information Architecture Better Practices Slide 35 8 Information Architecture Better Practices Slide 36 8 Information Architecture Better Practices Slide 37 8 Information Architecture Better Practices Slide 38 8 Information Architecture Better Practices Slide 39 8 Information Architecture Better Practices Slide 40 8 Information Architecture Better Practices Slide 41 8 Information Architecture Better Practices Slide 42 8 Information Architecture Better Practices Slide 43 8 Information Architecture Better Practices Slide 44 8 Information Architecture Better Practices Slide 45 8 Information Architecture Better Practices Slide 46 8 Information Architecture Better Practices Slide 47 8 Information Architecture Better Practices Slide 48 8 Information Architecture Better Practices Slide 49 8 Information Architecture Better Practices Slide 50 8 Information Architecture Better Practices Slide 51 8 Information Architecture Better Practices Slide 52 8 Information Architecture Better Practices Slide 53 8 Information Architecture Better Practices Slide 54 8 Information Architecture Better Practices Slide 55 8 Information Architecture Better Practices Slide 56 8 Information Architecture Better Practices Slide 57 8 Information Architecture Better Practices Slide 58 8 Information Architecture Better Practices Slide 59 8 Information Architecture Better Practices Slide 60 8 Information Architecture Better Practices Slide 61 8 Information Architecture Better Practices Slide 62 8 Information Architecture Better Practices Slide 63 8 Information Architecture Better Practices Slide 64 8 Information Architecture Better Practices Slide 65 8 Information Architecture Better Practices Slide 66 8 Information Architecture Better Practices Slide 67 8 Information Architecture Better Practices Slide 68 8 Information Architecture Better Practices Slide 69 8 Information Architecture Better Practices Slide 70 8 Information Architecture Better Practices Slide 71 8 Information Architecture Better Practices Slide 72 8 Information Architecture Better Practices Slide 73 8 Information Architecture Better Practices Slide 74 8 Information Architecture Better Practices Slide 75 8 Information Architecture Better Practices Slide 76 8 Information Architecture Better Practices Slide 77 8 Information Architecture Better Practices Slide 78 8 Information Architecture Better Practices Slide 79 8 Information Architecture Better Practices Slide 80 8 Information Architecture Better Practices Slide 81 8 Information Architecture Better Practices Slide 82 8 Information Architecture Better Practices Slide 83
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Closing keynote at Webvisions Barcelona, 7 July 2012.

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8 Information Architecture Better Practices

  1. 8 better practices from information architecture Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
  2. Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
  3. The state of contemporary findability
  4. Why can’t we get findability right? • Semantic illiteracy • Siloed organizations • Ill-equipped decision-makers prone to short-term thinking • We don’t know how to diagnose • We don’t know how to measure
  5. Information architecture: 8 better practices for findability 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  6. #1 Diagnosing the important problems
  7. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  8. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Not all queries are distributed equally
  9. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  10. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Nor do they diminish gradually
  11. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  12. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences 80/20 rule isn’t quite accurate
  13. (and the tail is quite long)
  14. (and the tail is quite long)
  15. (and the tail is quite long)
  16. (and the tail is quite long)
  17. (and the tail is quite long)
  18. The Zipf Curve, textually
  19. It’s Zipf’s World; we just live in it A little... • queries • tasks • ways to navigate • features • documents ...goes a long way
  20. unverified rumor alert
  21. unverified rumor alert 90% of Microsoft.com content
  22. unverified rumor alert 90% of Microsoft.com content has never been accessed...
  23. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
  24. unverified rumor alert 90% of Microsoft.com content has never been accessed... not even once
  25. #2 Balancing our evidence
  26. from Christian Rohrer: http://is.gd/95HSQ2
  27. Balanced research leads to true insight, new opportunities from Christian Rohrer: http://is.gd/95HSQ2
  28. Lou’s TABLE OF OVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users' intentions and What they Users' behaviors (what's motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine what's happening happen Helps users achieve goals What they're Helps the organization meet (expressed as tasks or trying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in small What kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
  29. #3 Designing for the long-term
  30. Stewart Brand’s Pace Layering model Typical design focus Stuff that gets ignored: mission, vision, charter, goals, KPI, objectives
  31. #4 Measuring engagement
  32. Measuring conversions? No problem...
  33. ..measuring anything else? Good luck!
  34. The missing metrics of engagement • Orientation (“What can I do here?”) • Authority (“I trust this”) • Social (“Who else likes this?”) • Connection/cross-promotion (“What goes with this?”) • and many more...
  35. Conversation architecture uncovers levels of engagement Level 0: I visit site (unauthenticated) Level 1: I ask site a question (e.g., a search) Level 2: Site asks me a question (“can we save those settings?”) Level 3: Site suggests something to me (“you might also like this”) Level 4: Site acts on my behalf (“I’ve added this to your favorites list in case you’d like to reorder”) trust and value grow progressively
  36. #5 Supporting contextual navigation
  37. Contextual navigation: your site’s desire lines
  38. 1.Choose a content type (e.g., events) 
 2.Ask: “Where should users go from here?” 3.Analyze the 
 frequent queries from this content type from aiga.org 

  39. 
 
 
 
 
 
 Analyze frequent queries generated from each content sample
  40. Content models emerge (example: BBC) concert calendar album pages artist descriptions TV listings album reviews discography artist bios
  41. User studies are another great way to get at content models
  42. #6 Improving search across silos
  43. Reconsidering the search UI...
  44. ...convert “advanced” search into refinement
  45. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works
  46. ...convert “advanced” search into refinement search session patterns 1. solar energy 2. how solar energy works search session patterns 1. solar energy 2. energy
  47. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns 1. solar energy 2. energy
  48. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy
  49. ...convert “advanced” search into refinement search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy search session patterns 1. solar energy 2. solar energy news
  50. Design for specialized queries (e.g., proper nouns, dates, unique ID#s)
  51. ...and design specialized search results
  52. ...and design specialized search results
  53. ...and design specialized search results
  54. Content objects from product content model ...and design specialized search results
  55. Poor search results returned by search engine Content objects from product content model ...and design specialized search results
  56. #7 Combining design approaches effectively
  57. Yes, manual effort is still as important as tools
  58. Yes, manual effort is still as important as tools Narrow, deep content access
  59. Vanguard’s Tax Center is a simple, low-tech, editorial
  60. Vanguard’s Tax Center is a simple, low-tech, editorial ...to editorially rich content
  61. Manually selected results
  62. Manually selected results ...complement raw results
  63. Treat your content Each layer is cumulative; most important like an onion content is at the core information layer usability content strategy architecture indexed by search 0 engine leave it alone leave it alone squeaky wheel issues 1 tagged by users addressed refresh annually tagged by experts (non- test with a service 2 topical tags) (e.g., UserTesting.com) refresh monthly tagged by experts “traditional” lab-based titled according to 3 (topical tags) user testing guidelines content models for structured according 4 contextual navigation A/B testing to schema
  64. #8 Tuning designs over time
  65. Your site is a moving target built on moving targets
  66. Impact of change on design (queries)
  67. Impact of change on design (queries) Interest in the football team: going...
  68. Impact of change on design (queries) Interest in the football team: going... ...going...
  69. Impact of change on design (queries) Interest in the football team: going... ...going... gone
  70. Impact of change on design (queries) Time to Interest in the study! football team: going... ...going... gone
  71. IRS before Tax Day
  72. Before Tax Day IRS before Tax Day
  73. IRS after Tax Day
  74. After Tax Day IRS after Tax Day
  75. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Designing for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  76. Say hello Lou Rosenfeld lou@louisrosenfeld.com Rosenfeld Media  www.louisrosenfeld.com | @louisrosenfeld www.rosenfeldmedia.com | @rosenfeldmedia
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Closing keynote at Webvisions Barcelona, 7 July 2012.

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