SlideShare ist ein Scribd-Unternehmen logo
1 von 71
Downloaden Sie, um offline zu lesen
The Architecture
                of Understanding

Peter Morville, UX Lisbon 2012   1
2
3
4
#dtdt




        5
Polar Bear IA

    in•for•ma•tion ar•chi•tec•turen.

    •   The structural design of shared
        information environments.

    •   The combination of organization,
        labeling, search, and navigation
        systems in web sites and intranets.

    •   The art and science of shaping
        information products and experiences
        to support usability and findability.

    •   An emerging discipline and
        community of practice focused on
        bringing principles of design and
        architecture to the digital landscape.

                           6
The Architecture of Understanding
The Architecture of Understanding
Fragmentation
  Fragmentation into multiple
  sites, domains, and identities is
  clearly a major problem. Users
  don’t know which site to visit
  for which purpose.


Findability
  Users can’t find what they need
  from the home page, but most
  users don’t come through the
  front door. They enter via a web
  search or a deep link, and are
  confused by what they find.
  Even worse, most never use the
  Library, because its resources
  aren’t easily findable.
Web Strategy


1. One Library




2. Core Areas




3. Network Intelligence


                                10
The Architecture of Understanding
12
Search is a Complex, Adaptive System




Source: Search Patterns (2010)   13
14
Where architects use
forms and spaces to design
environments for inhabitation,
information architects use
nodes and links to create
environments for understanding.
Jorge Arango, Architectures




              15
16
“Desire Lines”                              17
Photo: Berkeley Path Gallery by Kevin Fox
18
19
20
Experiences Across Channels
The Architecture of Understanding
World’s Best
                                   Information Architect




Source: Subject to Change (2008)
                                       23
The Architecture of Understanding
25
Desktop




                       Mobile



Kiosk
                  26
Sensors

•   Location (GPS)
•   Orientation (Compass)
•   Motion (Accelerometer)
•   Orientation/Motion (Gyroscope)
•   Touch (Multi-Touch, Gestural)
•   Light (Ambient)
•   Proximity
•   Device (Bluetooth)
•   Audio (Microphone)
•   Image/Video (Camera)
•   RFID (Soon)
                                     27
28
“After a half-hour, a three-tone alert sounds…If the
bottle still has not been opened, the system makes an
automated reminder phone call to the patient or a
caregiver. The GlowCap system compiles adherence data
which anyone can be authorized to track. That way the
doctor can make sure Gramps stays on his meds.”
                                           29
30
31
32
BrainPort

  Camera in glasses
  captures video.

  Image recreated on
  grid of 400 electrodes.

  User feels the shape
  on the tongue.

  Brain learns to see
  through the tongue.
     33
Touchpoint Taxonomy                      Media
                                                         Book
                Channel               Platform           Newspaper
                Web                   Web                Magazine
Product         Social Media          iOS                Video
Packaging       Email                 Android            Audio
Print Catalog   Messaging                                Poster
                                      Mac OS X           Billboard
                Telephone
Call Center     Print
                                      MS Windows
Website
Blog                                               Context
Facebook                                           Home
Twitter                                            Work
                                                   Walking
YouTube         Device                             Driving
Email           Desktop                            Shopping
Direct Mail     Laptop
                               Scale
                                                   Plane
Radio           Mobile                             Party
                               Covert
                Tablet                             Personal
Television      Television
                               Mobile
                                                   Social
                               Personal
                Kiosk                              Location
                               Environmental
                                                   Time
                               Architectural
                                                   Task
                               Urban
                                                 34
Design Principles




                    35
Cross-Channel Strategy
                      http://findability.org/archives/000652.php



Composition         multi- or cross-channel; mix of
     platforms, devices, media; coherence

Consistency          brand, features, organization, interaction
                     balanced against value of optimization

Connection           links, tags, signs, maps; call to action

Continuity           bookmark, resume playback, flow
Context              personal, social, location, time, task

Conflict                                           36
                     identify/resolve, org chart, free-riding
Adapted from Cross-Platform Service User Experience
          portal.acm.org/citation.cfm?id=1851637   37
Craft beautiful designs that deliver a quality experience
to your users no matter how large (or small) their display.
    1. Fluid Grids
    2. Flexible Images
    3. Media Queries




                                       38
39
Why Separate Mobile & Desktop Web Pages at Bagcheck?
                With a dual template system, we were able to optimize:
                   1.   Source Order
                   2.   Media (Speed, Quality, Interaction)
                   3.   URL Structure                              Navigation
                   4.   Application Design                         at Top




Navigation at
     Bottom




                                                              40
To make the right decisions about composition and
consistency, you need a cross-channel strategy.


                                      41
Design for Connection




          42
Over 50% of REI
online business is
picked up in a store.


            43
44
45
Barcode
Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.)




QR Code
Initiates a Response (e.g., URL, Message, Phone, SMS, Email)




                                                               46
The Architecture of Understanding
Price Check
Product Detail
Endless Aisle    48
Continuity




             49
Conflict




           50
Context




          51
Cross-Channel
   We must leave our
               Marathon
comfort zones, cross-train,
    and collaborate.




               Triathlon      52
53
54
Source:delightability.com




                            55
56
57
morville@semanticstudios.com




                    58
morville@semanticstudios.com




                    59
morville@semanticstudios.com
UX Swimlanes




                                   60
morville@semanticstudios.com




“There is nothing more
  basic than
  categorization to our
  thought, perception,
  action, and speech.”




                            61
62
What architects do for
buildings, information architects do
for…
64
“There is a problem in discussing systems only
with words. Words and sentences must, by
necessity, come only one a time in linear, logical
order. Systems happen all at once. They are
connected not just in one direction, but in many
directions simultaneously. To discuss them
properly, it is necessary to use a language that
shares some of the same properties as the
phenomena under discussion.”
"In an era of cross-channel
experiences and product-service
systems, it makes less and less
sense to design sitemaps and
wireframes without also..."
“…mapping the customer journey, modeling the system dynamics, and
analyzing impacts upon business processes, incentives, and the org chart."
68
69
morville@semanticstudios.com




Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
IA Therefore I Am
Peter Morville
morville@semanticstudios.com

Understanding IA (Prezi)
http://is.gd/iaprezi

Blog
http://findability.org/

Twitter
@morville
                           71

Weitere ähnliche Inhalte

Was ist angesagt?

User-Centered Interaction Design
User-Centered Interaction DesignUser-Centered Interaction Design
User-Centered Interaction DesignChris Avore
 
DSE2011 Presentation S29
DSE2011 Presentation S29DSE2011 Presentation S29
DSE2011 Presentation S29Stephen Randall
 
White Paper Part 2 Interactive Dooh Experience
White Paper Part 2 Interactive Dooh ExperienceWhite Paper Part 2 Interactive Dooh Experience
White Paper Part 2 Interactive Dooh ExperienceStephen Randall
 
Multichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel userMultichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel userfrog
 
Brugnoli System Ux
Brugnoli System UxBrugnoli System Ux
Brugnoli System Uxfrog
 
Mtv 24 04
Mtv 24 04Mtv 24 04
Mtv 24 04nillo
 
강장묵 차세대소셜네트워크 Social Network Service
강장묵 차세대소셜네트워크 Social Network Service강장묵 차세대소셜네트워크 Social Network Service
강장묵 차세대소셜네트워크 Social Network ServiceJM code group
 
Spr Xmobile Npo Contectual Broadcasting
Spr Xmobile Npo   Contectual BroadcastingSpr Xmobile Npo   Contectual Broadcasting
Spr Xmobile Npo Contectual Broadcastingdogpower
 
Digital Marketing Trends 2012
Digital Marketing Trends 2012Digital Marketing Trends 2012
Digital Marketing Trends 2012Janette Toral
 
Crossing Web Boundaries with WordPress
Crossing Web Boundaries with WordPressCrossing Web Boundaries with WordPress
Crossing Web Boundaries with WordPressJay Collier
 
Privacy is a Myth TCC 2_12065
Privacy is a Myth TCC 2_12065 Privacy is a Myth TCC 2_12065
Privacy is a Myth TCC 2_12065 Cynthia Calongne
 
Picnic2011 - Iskander Smit
Picnic2011 - Iskander SmitPicnic2011 - Iskander Smit
Picnic2011 - Iskander SmitInfo.nl
 
The Holistic Consumer Experience
The Holistic Consumer ExperienceThe Holistic Consumer Experience
The Holistic Consumer ExperienceMLD/ Mel Lim Design
 
PeopleBrowsr's Master Sales Deck
PeopleBrowsr's Master Sales DeckPeopleBrowsr's Master Sales Deck
PeopleBrowsr's Master Sales DeckPeopleBrowsr
 
PeopleBrowsr Hiring Deck
PeopleBrowsr Hiring DeckPeopleBrowsr Hiring Deck
PeopleBrowsr Hiring DeckPeopleBrowsr
 
Being In The World
Being In The WorldBeing In The World
Being In The WorldMatt Jones
 

Was ist angesagt? (20)

Digital Collaboration SGI 27_09_09
Digital Collaboration SGI 27_09_09Digital Collaboration SGI 27_09_09
Digital Collaboration SGI 27_09_09
 
User-Centered Interaction Design
User-Centered Interaction DesignUser-Centered Interaction Design
User-Centered Interaction Design
 
DSE2011 Presentation S29
DSE2011 Presentation S29DSE2011 Presentation S29
DSE2011 Presentation S29
 
White Paper Part 2 Interactive Dooh Experience
White Paper Part 2 Interactive Dooh ExperienceWhite Paper Part 2 Interactive Dooh Experience
White Paper Part 2 Interactive Dooh Experience
 
DSE2011 Presentation S6
DSE2011 Presentation S6DSE2011 Presentation S6
DSE2011 Presentation S6
 
TheTrendWatch #05
TheTrendWatch #05TheTrendWatch #05
TheTrendWatch #05
 
Multichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel userMultichannel me - Chasing after the multichannel user
Multichannel me - Chasing after the multichannel user
 
Brugnoli System Ux
Brugnoli System UxBrugnoli System Ux
Brugnoli System Ux
 
Mtv 24 04
Mtv 24 04Mtv 24 04
Mtv 24 04
 
강장묵 차세대소셜네트워크 Social Network Service
강장묵 차세대소셜네트워크 Social Network Service강장묵 차세대소셜네트워크 Social Network Service
강장묵 차세대소셜네트워크 Social Network Service
 
Spr Xmobile Npo Contectual Broadcasting
Spr Xmobile Npo   Contectual BroadcastingSpr Xmobile Npo   Contectual Broadcasting
Spr Xmobile Npo Contectual Broadcasting
 
Sprx Npo
Sprx NpoSprx Npo
Sprx Npo
 
Digital Marketing Trends 2012
Digital Marketing Trends 2012Digital Marketing Trends 2012
Digital Marketing Trends 2012
 
Crossing Web Boundaries with WordPress
Crossing Web Boundaries with WordPressCrossing Web Boundaries with WordPress
Crossing Web Boundaries with WordPress
 
Privacy is a Myth TCC 2_12065
Privacy is a Myth TCC 2_12065 Privacy is a Myth TCC 2_12065
Privacy is a Myth TCC 2_12065
 
Picnic2011 - Iskander Smit
Picnic2011 - Iskander SmitPicnic2011 - Iskander Smit
Picnic2011 - Iskander Smit
 
The Holistic Consumer Experience
The Holistic Consumer ExperienceThe Holistic Consumer Experience
The Holistic Consumer Experience
 
PeopleBrowsr's Master Sales Deck
PeopleBrowsr's Master Sales DeckPeopleBrowsr's Master Sales Deck
PeopleBrowsr's Master Sales Deck
 
PeopleBrowsr Hiring Deck
PeopleBrowsr Hiring DeckPeopleBrowsr Hiring Deck
PeopleBrowsr Hiring Deck
 
Being In The World
Being In The WorldBeing In The World
Being In The World
 

Andere mochten auch

Online Selling, Choice, trust, freedom & control
Online Selling, Choice, trust, freedom & controlOnline Selling, Choice, trust, freedom & control
Online Selling, Choice, trust, freedom & controlColin Bentley
 
Make Your Users Boogie
Make Your Users BoogieMake Your Users Boogie
Make Your Users BoogieDave Malouf
 
Experience Principles for cross culture projects - Navigating the Digital spi...
Experience Principles for cross culture projects - Navigating the Digital spi...Experience Principles for cross culture projects - Navigating the Digital spi...
Experience Principles for cross culture projects - Navigating the Digital spi...terryhma
 
Well, We've Done All This Research, Now What?
Well, We've Done All This Research, Now What?Well, We've Done All This Research, Now What?
Well, We've Done All This Research, Now What?Steve Portigal
 
Journey mapping as insight tool - a healthcare case study UXLX 2012
Journey mapping as insight tool - a healthcare case study UXLX 2012Journey mapping as insight tool - a healthcare case study UXLX 2012
Journey mapping as insight tool - a healthcare case study UXLX 2012Kim Goodwin
 
Mapping the Journey – Experience Beyond the Screen
Mapping the Journey – Experience Beyond the ScreenMapping the Journey – Experience Beyond the Screen
Mapping the Journey – Experience Beyond the ScreenJamin Hegeman
 
The Language of Discovery: Designing Big Data Interactions
The Language of Discovery: Designing Big Data InteractionsThe Language of Discovery: Designing Big Data Interactions
The Language of Discovery: Designing Big Data InteractionsJoe Lamantia
 

Andere mochten auch (8)

Online Selling, Choice, trust, freedom & control
Online Selling, Choice, trust, freedom & controlOnline Selling, Choice, trust, freedom & control
Online Selling, Choice, trust, freedom & control
 
Make Your Users Boogie
Make Your Users BoogieMake Your Users Boogie
Make Your Users Boogie
 
Experience Principles for cross culture projects - Navigating the Digital spi...
Experience Principles for cross culture projects - Navigating the Digital spi...Experience Principles for cross culture projects - Navigating the Digital spi...
Experience Principles for cross culture projects - Navigating the Digital spi...
 
The Mobile Frontier
The Mobile FrontierThe Mobile Frontier
The Mobile Frontier
 
Well, We've Done All This Research, Now What?
Well, We've Done All This Research, Now What?Well, We've Done All This Research, Now What?
Well, We've Done All This Research, Now What?
 
Journey mapping as insight tool - a healthcare case study UXLX 2012
Journey mapping as insight tool - a healthcare case study UXLX 2012Journey mapping as insight tool - a healthcare case study UXLX 2012
Journey mapping as insight tool - a healthcare case study UXLX 2012
 
Mapping the Journey – Experience Beyond the Screen
Mapping the Journey – Experience Beyond the ScreenMapping the Journey – Experience Beyond the Screen
Mapping the Journey – Experience Beyond the Screen
 
The Language of Discovery: Designing Big Data Interactions
The Language of Discovery: Designing Big Data InteractionsThe Language of Discovery: Designing Big Data Interactions
The Language of Discovery: Designing Big Data Interactions
 

Ähnlich wie The Architecture of Understanding

Cross-Channel Strategy
Cross-Channel StrategyCross-Channel Strategy
Cross-Channel StrategyPeter Morville
 
The Future of Information Architecture
The Future of Information ArchitectureThe Future of Information Architecture
The Future of Information ArchitecturePeter Morville
 
Cross-Channel Strategy: Workshop
Cross-Channel Strategy: WorkshopCross-Channel Strategy: Workshop
Cross-Channel Strategy: WorkshopPeter Morville
 
Into the twilight zone innovations for education
Into the twilight zone innovations for educationInto the twilight zone innovations for education
Into the twilight zone innovations for educationCynthia Calongne
 
Design for Cross-Channel Experiences
Design for Cross-Channel ExperiencesDesign for Cross-Channel Experiences
Design for Cross-Channel ExperiencesPeter Morville
 
Relinquishing Control: Creating Space for Open Innovation
Relinquishing Control: Creating Space for Open InnovationRelinquishing Control: Creating Space for Open Innovation
Relinquishing Control: Creating Space for Open Innovationfrog
 
Contextography
ContextographyContextography
ContextographyBen Watson
 
Using Microsoft Silverlight for Creating Rich Mobile User Experiences
Using Microsoft Silverlight for Creating Rich Mobile User ExperiencesUsing Microsoft Silverlight for Creating Rich Mobile User Experiences
Using Microsoft Silverlight for Creating Rich Mobile User Experiencesgoodfriday
 
Mixed Reality Interfaces and Product Management
Mixed Reality Interfaces and Product ManagementMixed Reality Interfaces and Product Management
Mixed Reality Interfaces and Product ManagementJeremy Horn
 
#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the RunwayOne North
 
UX Unicorns - legend or fable?
UX Unicorns - legend or fable?UX Unicorns - legend or fable?
UX Unicorns - legend or fable?Vanessa Kirby
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobileKaren McGrane
 
History of Interaction Design
History of Interaction DesignHistory of Interaction Design
History of Interaction DesignDave Malouf
 
UX Design by Havas' 18 with UCLA
UX Design by Havas' 18 with UCLAUX Design by Havas' 18 with UCLA
UX Design by Havas' 18 with UCLA18Hubs
 
Building Brands in a Post-Digital Age
Building Brands in a Post-Digital AgeBuilding Brands in a Post-Digital Age
Building Brands in a Post-Digital AgeScott Redick
 
Multi channel strategy mo mo chicago jan 24 final
Multi channel strategy mo mo chicago jan 24 finalMulti channel strategy mo mo chicago jan 24 final
Multi channel strategy mo mo chicago jan 24 finalNiti Vaish
 
Mapping a Unified Experience Across Multiple Devices
Mapping a Unified Experience Across Multiple DevicesMapping a Unified Experience Across Multiple Devices
Mapping a Unified Experience Across Multiple DevicesErin Jo Richey
 
Friendsters At Work: Displaying Social Media Streams in the Workplace
Friendsters At Work: Displaying Social Media Streams in the WorkplaceFriendsters At Work: Displaying Social Media Streams in the Workplace
Friendsters At Work: Displaying Social Media Streams in the WorkplaceJoe McCarthy
 

Ähnlich wie The Architecture of Understanding (20)

Cross-Channel Strategy
Cross-Channel StrategyCross-Channel Strategy
Cross-Channel Strategy
 
The Future of Information Architecture
The Future of Information ArchitectureThe Future of Information Architecture
The Future of Information Architecture
 
Ubiquitous IA
Ubiquitous IAUbiquitous IA
Ubiquitous IA
 
Cross-Channel Strategy: Workshop
Cross-Channel Strategy: WorkshopCross-Channel Strategy: Workshop
Cross-Channel Strategy: Workshop
 
Into the twilight zone innovations for education
Into the twilight zone innovations for educationInto the twilight zone innovations for education
Into the twilight zone innovations for education
 
Design for Cross-Channel Experiences
Design for Cross-Channel ExperiencesDesign for Cross-Channel Experiences
Design for Cross-Channel Experiences
 
Relinquishing Control: Creating Space for Open Innovation
Relinquishing Control: Creating Space for Open InnovationRelinquishing Control: Creating Space for Open Innovation
Relinquishing Control: Creating Space for Open Innovation
 
Contextography
ContextographyContextography
Contextography
 
Using Microsoft Silverlight for Creating Rich Mobile User Experiences
Using Microsoft Silverlight for Creating Rich Mobile User ExperiencesUsing Microsoft Silverlight for Creating Rich Mobile User Experiences
Using Microsoft Silverlight for Creating Rich Mobile User Experiences
 
Mixed Reality Interfaces and Product Management
Mixed Reality Interfaces and Product ManagementMixed Reality Interfaces and Product Management
Mixed Reality Interfaces and Product Management
 
#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway#1NWebinar: Digital on the Runway
#1NWebinar: Digital on the Runway
 
UX Unicorns - legend or fable?
UX Unicorns - legend or fable?UX Unicorns - legend or fable?
UX Unicorns - legend or fable?
 
Making the most of mobile
Making the most of mobileMaking the most of mobile
Making the most of mobile
 
History of Interaction Design
History of Interaction DesignHistory of Interaction Design
History of Interaction Design
 
UX Design by Havas' 18 with UCLA
UX Design by Havas' 18 with UCLAUX Design by Havas' 18 with UCLA
UX Design by Havas' 18 with UCLA
 
Building Brands in a Post-Digital Age
Building Brands in a Post-Digital AgeBuilding Brands in a Post-Digital Age
Building Brands in a Post-Digital Age
 
Interaction Paradigms
Interaction ParadigmsInteraction Paradigms
Interaction Paradigms
 
Multi channel strategy mo mo chicago jan 24 final
Multi channel strategy mo mo chicago jan 24 finalMulti channel strategy mo mo chicago jan 24 final
Multi channel strategy mo mo chicago jan 24 final
 
Mapping a Unified Experience Across Multiple Devices
Mapping a Unified Experience Across Multiple DevicesMapping a Unified Experience Across Multiple Devices
Mapping a Unified Experience Across Multiple Devices
 
Friendsters At Work: Displaying Social Media Streams in the Workplace
Friendsters At Work: Displaying Social Media Streams in the WorkplaceFriendsters At Work: Displaying Social Media Streams in the Workplace
Friendsters At Work: Displaying Social Media Streams in the Workplace
 

Mehr von Peter Morville

Planning for Strategic Design
Planning for Strategic DesignPlanning for Strategic Design
Planning for Strategic DesignPeter Morville
 
The Architecture of Understanding (and Happiness)
The Architecture of Understanding (and Happiness)The Architecture of Understanding (and Happiness)
The Architecture of Understanding (and Happiness)Peter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Teaching & Learning (ATL)
The Architecture of Teaching & Learning (ATL)The Architecture of Teaching & Learning (ATL)
The Architecture of Teaching & Learning (ATL)Peter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
Inspiration Architecture: The Future of Libraries
Inspiration Architecture: The Future of LibrariesInspiration Architecture: The Future of Libraries
Inspiration Architecture: The Future of LibrariesPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of UnderstandingPeter Morville
 
Inspiration Architecture: Oregon Virtual Reference Summit 2014
Inspiration Architecture: Oregon Virtual Reference Summit 2014Inspiration Architecture: Oregon Virtual Reference Summit 2014
Inspiration Architecture: Oregon Virtual Reference Summit 2014Peter Morville
 

Mehr von Peter Morville (20)

Tomorrow's Architects
Tomorrow's ArchitectsTomorrow's Architects
Tomorrow's Architects
 
Planning for Strategic Design
Planning for Strategic DesignPlanning for Strategic Design
Planning for Strategic Design
 
The Architecture of Understanding (and Happiness)
The Architecture of Understanding (and Happiness)The Architecture of Understanding (and Happiness)
The Architecture of Understanding (and Happiness)
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Teaching & Learning (ATL)
The Architecture of Teaching & Learning (ATL)The Architecture of Teaching & Learning (ATL)
The Architecture of Teaching & Learning (ATL)
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
Inspiration Architecture: The Future of Libraries
Inspiration Architecture: The Future of LibrariesInspiration Architecture: The Future of Libraries
Inspiration Architecture: The Future of Libraries
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
The Architecture of Understanding
The Architecture of UnderstandingThe Architecture of Understanding
The Architecture of Understanding
 
Inspiration Architecture: Oregon Virtual Reference Summit 2014
Inspiration Architecture: Oregon Virtual Reference Summit 2014Inspiration Architecture: Oregon Virtual Reference Summit 2014
Inspiration Architecture: Oregon Virtual Reference Summit 2014
 

Kürzlich hochgeladen

3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptxmary850239
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsEugene Lysak
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphNetziValdelomar1
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesCeline George
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptxraviapr7
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfYu Kanazawa / Osaka University
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesMohammad Hassany
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxKatherine Villaluna
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and stepobaje godwin sunday
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17Celine George
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxheathfieldcps1
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...CaraSkikne1
 

Kürzlich hochgeladen (20)

3.21.24 The Origins of Black Power.pptx
3.21.24  The Origins of Black Power.pptx3.21.24  The Origins of Black Power.pptx
3.21.24 The Origins of Black Power.pptx
 
The Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George WellsThe Stolen Bacillus by Herbert George Wells
The Stolen Bacillus by Herbert George Wells
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
Presentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a ParagraphPresentation on the Basics of Writing. Writing a Paragraph
Presentation on the Basics of Writing. Writing a Paragraph
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
How to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 SalesHow to Manage Cross-Selling in Odoo 17 Sales
How to Manage Cross-Selling in Odoo 17 Sales
 
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptxClinical Pharmacy  Introduction to Clinical Pharmacy, Concept of clinical pptx
Clinical Pharmacy Introduction to Clinical Pharmacy, Concept of clinical pptx
 
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdfP4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
P4C x ELT = P4ELT: Its Theoretical Background (Kanazawa, 2024 March).pdf
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 
Human-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming ClassesHuman-AI Co-Creation of Worked Examples for Programming Classes
Human-AI Co-Creation of Worked Examples for Programming Classes
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
Practical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptxPractical Research 1 Lesson 9 Scope and delimitation.pptx
Practical Research 1 Lesson 9 Scope and delimitation.pptx
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and step
 
How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17How to Show Error_Warning Messages in Odoo 17
How to Show Error_Warning Messages in Odoo 17
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
The basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptxThe basics of sentences session 10pptx.pptx
The basics of sentences session 10pptx.pptx
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...5 charts on South Africa as a source country for international student recrui...
5 charts on South Africa as a source country for international student recrui...
 

The Architecture of Understanding

  • 1. The Architecture of Understanding Peter Morville, UX Lisbon 2012 1
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. #dtdt 5
  • 6. Polar Bear IA in•for•ma•tion ar•chi•tec•turen. • The structural design of shared information environments. • The combination of organization, labeling, search, and navigation systems in web sites and intranets. • The art and science of shaping information products and experiences to support usability and findability. • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape. 6
  • 9. Fragmentation Fragmentation into multiple sites, domains, and identities is clearly a major problem. Users don’t know which site to visit for which purpose. Findability Users can’t find what they need from the home page, but most users don’t come through the front door. They enter via a web search or a deep link, and are confused by what they find. Even worse, most never use the Library, because its resources aren’t easily findable.
  • 10. Web Strategy 1. One Library 2. Core Areas 3. Network Intelligence 10
  • 12. 12
  • 13. Search is a Complex, Adaptive System Source: Search Patterns (2010) 13
  • 14. 14
  • 15. Where architects use forms and spaces to design environments for inhabitation, information architects use nodes and links to create environments for understanding. Jorge Arango, Architectures 15
  • 16. 16
  • 17. “Desire Lines” 17 Photo: Berkeley Path Gallery by Kevin Fox
  • 18. 18
  • 19. 19
  • 20. 20
  • 23. World’s Best Information Architect Source: Subject to Change (2008) 23
  • 25. 25
  • 26. Desktop Mobile Kiosk 26
  • 27. Sensors • Location (GPS) • Orientation (Compass) • Motion (Accelerometer) • Orientation/Motion (Gyroscope) • Touch (Multi-Touch, Gestural) • Light (Ambient) • Proximity • Device (Bluetooth) • Audio (Microphone) • Image/Video (Camera) • RFID (Soon) 27
  • 28. 28
  • 29. “After a half-hour, a three-tone alert sounds…If the bottle still has not been opened, the system makes an automated reminder phone call to the patient or a caregiver. The GlowCap system compiles adherence data which anyone can be authorized to track. That way the doctor can make sure Gramps stays on his meds.” 29
  • 30. 30
  • 31. 31
  • 32. 32
  • 33. BrainPort Camera in glasses captures video. Image recreated on grid of 400 electrodes. User feels the shape on the tongue. Brain learns to see through the tongue. 33
  • 34. Touchpoint Taxonomy Media Book Channel Platform Newspaper Web Web Magazine Product Social Media iOS Video Packaging Email Android Audio Print Catalog Messaging Poster Mac OS X Billboard Telephone Call Center Print MS Windows Website Blog Context Facebook Home Twitter Work Walking YouTube Device Driving Email Desktop Shopping Direct Mail Laptop Scale Plane Radio Mobile Party Covert Tablet Personal Television Television Mobile Social Personal Kiosk Location Environmental Time Architectural Task Urban 34
  • 36. Cross-Channel Strategy http://findability.org/archives/000652.php Composition multi- or cross-channel; mix of platforms, devices, media; coherence Consistency brand, features, organization, interaction balanced against value of optimization Connection links, tags, signs, maps; call to action Continuity bookmark, resume playback, flow Context personal, social, location, time, task Conflict 36 identify/resolve, org chart, free-riding
  • 37. Adapted from Cross-Platform Service User Experience portal.acm.org/citation.cfm?id=1851637 37
  • 38. Craft beautiful designs that deliver a quality experience to your users no matter how large (or small) their display. 1. Fluid Grids 2. Flexible Images 3. Media Queries 38
  • 39. 39
  • 40. Why Separate Mobile & Desktop Web Pages at Bagcheck? With a dual template system, we were able to optimize: 1. Source Order 2. Media (Speed, Quality, Interaction) 3. URL Structure Navigation 4. Application Design at Top Navigation at Bottom 40
  • 41. To make the right decisions about composition and consistency, you need a cross-channel strategy. 41
  • 43. Over 50% of REI online business is picked up in a store. 43
  • 44. 44
  • 45. 45
  • 46. Barcode Identifies a Product (e.g. Kellogg’s Frosted Flakes 14 oz.) QR Code Initiates a Response (e.g., URL, Message, Phone, SMS, Email) 46
  • 50. Conflict 50
  • 51. Context 51
  • 52. Cross-Channel We must leave our Marathon comfort zones, cross-train, and collaborate. Triathlon 52
  • 53. 53
  • 54. 54
  • 56. 56
  • 57. 57
  • 61. morville@semanticstudios.com “There is nothing more basic than categorization to our thought, perception, action, and speech.” 61
  • 62. 62
  • 63. What architects do for buildings, information architects do for…
  • 64. 64
  • 65. “There is a problem in discussing systems only with words. Words and sentences must, by necessity, come only one a time in linear, logical order. Systems happen all at once. They are connected not just in one direction, but in many directions simultaneously. To discuss them properly, it is necessary to use a language that shares some of the same properties as the phenomena under discussion.”
  • 66. "In an era of cross-channel experiences and product-service systems, it makes less and less sense to design sitemaps and wireframes without also..."
  • 67. “…mapping the customer journey, modeling the system dynamics, and analyzing impacts upon business processes, incentives, and the org chart."
  • 68. 68
  • 69. 69
  • 70. morville@semanticstudios.com Richard Saul Wurman’s Sandcastles (1971). Stolen from The Nature of IA by Dan Klyn (2010).
  • 71. IA Therefore I Am Peter Morville morville@semanticstudios.com Understanding IA (Prezi) http://is.gd/iaprezi Blog http://findability.org/ Twitter @morville 71