Introduction to Information Architecture & Design - SVA Workshop 12/07/13
1. ―Diggin for Dummies‖ Sign, The Thing, Greenpoint, NY
Introduction to Information Architecture & Design
School of Visual Arts | December 7, 2013
Robert Stribley
5. Pattern Recognition:
In cognitive psychology, the ability
to identify familiar forms within a
complex arrangement of sensory
stimuli
Butterfly on the New York City Highline
6. Butterflies at the American Museum of Natural History‘s Butterfly Conservatory.
7. Butterflies at the American Museum of Natural History‘s Butterfly Conservatory.
8. Introduction
Intro
Robert Stribley
• I‘m an Associate Experience
Director at Razorfish
• I like literature, cinema, music,
photography, cycling
• I drink coffee
My clients have included:
• Bank of America, PNC, Wachovia
• JPMorgan, Morgan Stanley,
Oppenheimer Funds, Prudential, Smith
Barney, T. Rowe Price
• Boston Scientific, Nasonex
• Choice Hotels
• Computer Associates, EMC
• Ford, Lincoln
• Nextel
• Red Cross
• Pearson, Travel Channel, Women‘s
Wear Daily
10. Introduction
Intro
Goals of this workshop
• Understand the basic concepts of information
architecture
• Experience the general process and techniques used
on a design project
• Review the basic deliverables an information architect
develops within a project
15. Background: Defining IA
Background
in•for•ma•tion ar•chi•tec•ture n.
Navigation
• The combination of organization,
labeling, and navigation schemes within
an information system.
Interaction
• The structural design of an information
space to facilitate task completion and
intuitive access to content.
Art/Science
Discipline/
Community
• The art and science of structuring and
classifying web sites and intranets to help
people find and manage information.
• An emerging discipline and community of
practice focused on bringing principles of
design and architecture to the digital
landscape.
Information Architecture for the World Wide Web (1st Edition), p. 4, Rosenfeld and Morville
20. Background: History
A Brief History of IA
1975
• Richard Saul Wurman coined the term ―information
architecture‖ to describe the field now more likely
described as ―information design‖
1994
• Formation of Argus Associates in Ann Arbor, WI,
the first firm devoted to IA
1998
• First edition of Peter Morville and Lou Rosenfeld‘s
Information Architecture for the World Wide Web,
affectionately known as ―The Polar Bear‖ book
21. Background: History
A Brief History of IA
2000
• First IA Summit, Boston, MA – Defining
Information Architecture
2002
• Boxes & Arrows, online journal for information
architects goes live
• 3 new books on IA published, including Jesse
James Garrett‘s The Elements of User
Experience
2014
•
15th Annual IA Summit held in San Diego, CA,
March 25-30
Partially adapted from: ―A brief history of information architecture‖ by Peter Morville and Information Architecture:
Designing information environments for purpose, edited by Alan Gilchrist and Barry Mahon
32. Our Project
Our Project
Events.com wants to revamp its website to
become the go-to online resource for people
wanting to attend or promote events across
the United States.
35. Discovery: User Research
User Research
―Through research, we aim to learn enough
about the business goals, the users, and the
information ecology to develop a solid
strategy.‖
– Louis Rosenfeld & Peter Morville
36. Discovery: User Research
User Research
Methodology
• Focus Groups
• Surveys
• Interviews
Goals
• Identify patterns and trends in user behavior,
tasks, preferences, obstacles.
37. Discovery: User Research
User Research
Class Exercise: Survey Questions
• How do you learn about events in NYC?
• What type of events are you interested in?
• What‘s more important to you:
– Price
– Type of Event
– Location
– Date
• How often do you attend the events?
• Do you ever need to promote an event?
• Do you ever invite people to an event?
39. Discovery: Competitive Review
Discovery: Competitive Audit
―This type of assessment helps set an
industry ‗marker‘ by looking at what the
competition is up to, what features and
functionalities are standard, and how others
have solved the same problems you might
be tasked with.‖
– Dorelle Rabinowitz
40. Discovery: Competitive Review
Competitive Review
Heuristic Evaluation
… involves evaluators examining the
interface and judging its compliance
with recognized usability principles
(the ‗heuristics‘)
- Wikipedia
41. Discovery: Competitive Review
Competitive Review
Heuristic Evaluation
Ten Usability Heuristics by Jakob Nielsen
•Visibility of system status
•Recognition rather than recall
•Match between system and the
real world
•Flexibility and efficiency of use
•Aesthetic and minimalist design
•User control and freedom
•Consistency and standards
•Help users recognize, diagnose,
and recover from errors
•Error prevention
•Help and documentation
Self Study
For a more detailed explanation of these heuristics, see Nielsen‘s explanation here:
http://www.useit.com/papers/heuristic/heuristic_list.html
42. Discovery: Competitive Review
Competitive Review
Methodology
• Review and analyze competitor sites according to
particular criteria
• Draw key findings, which can influence and guide IA
through the design phase
• Include a scorecard for a high-level depiction of
comparison points across all sites
Also:
• Comparative Reviews
43. Discovery: Competitive Review
Competitive Review
Examples of Usability Criteria
Note: These examples are not intended to provide a comprehensive listing. Appropriate criteria may depend on the project
to be completed.
Home Page
• Are home page elements appropriately weighted and distributed?
• Is information clustered in meaningful ways?
Navigation
• Is the navigation structure concise and consistent?
• Are paths to important information intuitive and unobstructed?
Content
• Is content current? Are there visible indications of content freshness?
• Is content properly adapted for the Web? Is tone of voice consistent throughout content? Is
content chunked appropriately?
• Are headings and titles scannable?
Design
• Are colors appropriate to the Web? Is white space used appropriately? Is text readable?
Search
• Are search results relevant and cleanly presented?
Functionality
• Are functionality and forms efficiently designed?
Messaging
• Are errors messages clear on the site? Is help readily available to users?
• Are there appropriate means for user feedback?
45. Discovery: Competitive Review
Competitive Review
Key Findings
• Search placed prominently on each site
• Clear need for and emphasis upon filtering events
• Calendars provide obvious benefit, but aren‘t always
prominent
• Profiles and community features are also common, but
handled with varying degrees of detail, success
• Free events are often highlighted
• Event detail pages vary, may have maps, RSVP, sharing,
rating, commenting functionality
• Displaying other venues and restaurants adds utility
• Maps prove helpful, especially to out-of-towners
• The ability to add or promote an event is not always
present or prominent
46. Discovery: Competitive Review
Competitive Review
What else have we learned?
•
•
•
•
Who are the audiences of these sites?
What are the strengths of these sites?
What are their weaknesses?
How might another event site differentiate itself from these sites?
48. Personas
Personas is a component of the Metropath(ologies) exhibit, recently
on display at the MIT Museum by the Sociable Media Group from the
MIT Media Lab . It uses sophisticated natural language processing
and the Internet to create a data portrait of one's aggregated online
identity. In short, Personas shows you how the Internet sees you.
Created at Personas: http://personas.media.mit.edu
49. Definition: Personas
Personas
―Personas summarize user research findings
and bring that research to life in such a way
that everyone can make decisions based on
these personas, not based on themselves.‖
– Steve Mulder
53. Definition: Personas
Personas
Sabrina, 27
The party planner
Big Budget
Planner
Promoter
Small Budget
Location:
Gramercy Park
Attitude:
Organized, outgoing
Financial Perspective:
Generous, bit of spendthrift
Online Habits:
Avid user of social networking sites,
Twitter, Facebook, etc
Events:
Wine tastings, gallery openings
Quote:
―I love getting bunches of friends
together to attend all these NYC
events. There‘s so much great stuff to
do in this city!‖
54. Definition: Personas
Jerry, 44
The out-of-towner
Big Budget
Planner
Promoter
Small Budget
Location:
Cincinnati, OH
Attitude:
Casual, yet adventurous
Financial Perspective:
Moderate spender
Online Habits:
Utilitarian use of the Web to
research trips, read about the arts
and pay bills
Events:
Museums, visiting landmarks, tours
Quote:
―I‘m visiting the Big Apple with my
wife and we want to check out
some art-related events.‖
55. Definition: Personas
Personas
Donny, 38
The local comedian
Location:
East Village
Attitude:
Laidback, loosely organized
Financial Perspective:
Frugal, paycheck to paycheck
Online Habits:
Spends time networking, promoting his
act online, haunts comedy sites
Events:
Comedy slams, variety shows
Quote:
―I land a few comedy gigs around the
city and I want to promote them better.‖
Big Budget
Promoter
Planned
Small Budget
56. Definition: Personas
Personas
Jenny, 33
The professional promoter
Location:
Williamsburg
Attitude:
Busy, disciplined, professional
Financial Perspective:
Healthy budget for promotions and
advertising
Online Habits:
Heavy use of social networking sites both
professionally and personally, shops online
Events:
Small gigs, big concerts, DJ sets
Quote:
―I manage a few bands and DJs and I
have to ensure they‘re listed in the right,
targeted places.‖
Big Budget
Planned
Promoter
Small Budget
57. Definition: Personas
Class Exercise: Personas
Jerry
Jenny
Donny
• What tasks might each persona attempt to complete on Events.com?
• What features can you imagine each persona might like on such a site?
• What obstacles or pain points might they encounter?
Self Study
‖Personas and the Role of Design Documentation" by Andrew Hinton, Boxes and Arrows, 2008/02/27
Sabrina
61. Definition: Card Sorting
Card Sorting
―There are often better ways to organize
data than the traditional ones that first
occur to us. Each organization of the
same set of data expresses different
attributes and messages. It is also
important to experiment, reflect, and
choose which organization best
communicates our messages.‖
– Nathan Shedroff, Experience Strategist
62. Definition: Card Sorting
Methodology
• Grouping and labeling with index cards, post it notes
• Two types:
– Open – Participants sort cards with no pre-established categories.
Useful for new architectures
– Closed – Participants sort cards into predetermined, provided
groups. Useful for fitting content into existing architectures
• Online card sorts
– WebSort, OptimalSort, Socratic
Goals
• Organize content more efficiently
• Find names for groups of content based on users‘ perspectives
Self Study
"Card sorting: a definitive guide" by Donna Spencer and Todd Warfel, Boxes and Arrows, 2004/04/07
63. Definition: Card Sorting
Case Studies:
•Wachovia Wealth Management Group
•American Red Cross
•Automotive Manufacturer
64. Definition: Card Sorting
Class Exercise: Card Sorting
As individuals:
• Take 5 minutes to think of all the events a
person could attend
• Write each event you come up with on a PostIt note
65. Definition: Card Sorting
Class Exercise: Card Sorting
Now, as a group:
• Take a few minutes to organize your events
into categories (group & label them)
• Then we‘ll share some categories
66. Definition: Card Sorting
Card Sorting: Next Steps
With the results of a card sort we then can:
• Build consensus
• Refine terminology
• Create a site map
• Help define navigation
69. Design: Site Maps
Conceptual Design
―A site map is a high level
diagram showing the hierarchy
of a system. Site maps reflect
the information structure, but
are not necessarily indicative of
the navigation structure.‖
- Step Two Designs
75. Design: Navigation
Grids
Types of Navigation
Areas of Navigation
•
•
•
•
•
•
•
•
• Global – universal header/footer
• Local – left nav/right nav
• Local content – text links, buttons
Site Structure – major nav
Hierarchical – product families
Function – sitemap privacy
Direct – banner ad/shortcut
Reference – related links
Dynamic – search results
Breadcrumb – location
Step Navigation – sequence
through forms/results
• Faceted Navigation – filters
results
Styles of Navigation
•
•
•
•
•
Rollover
Dropdown
Flyout
Tabs
Accordion
Self Study
Adapted from Atsushi Hasegagwa‘s The 7 Navigation Types of Web Sites
82. Design: Sketching
Sketching
Twitter
[This sketch] has very special significance – it's hanging in the office somewhere with one other page.
Whenever I'm thinking about something, I really like to take out the yellow notepad and get it down.
– Jack Dorsey, Twitter
“twttr sketch‖
Twitter.com
83. Design: Sketching
Sketching
―There are techniques
and processes whereby
we can put experience
front and center in design.
My belief is that the basis
for doing so lies in
extending the traditional
practice of sketching. ‖
- Bill Buxton
Bill Buxton
Sketching User
Experiences
84. Design: Sketching
Sketching
Attributes of a Sketch
• Quick
• Timely
• Inexpensive
• Disposable
• Plentiful
Bill Buxton
• Clear vocabulary
Sketching User
Experiences
• Distinct gesture
• Minimal detail
• Appropriate degree of refinement
• Suggest & explore rather than confirm
• Ambiguity
85. Design: Sketching
Sketching
Methodology
• Draw
• Limit your time
• Don‘t worry about mistakes or style
Goals
• Benefit from the participation of your colleagues
• Quickly generate ideas and refine through
iterations
87. Design: Sketching
Discuss
• Discuss the purpose of the experience you‘re
sketching
• What features are necessary?
• How would you prioritize them?
• What‘s the audience?
89. Design: Sketching
Share
• Review your work with your team
• You offer your feedback to others
• What you like
• Questions about didn‘t work for you
• You‘re not grilling your colleagues and this
is not a competition
90. Design: Sketching
Revise
• Now sketch again/begin your wireframe with a
more informed view, more and better ideas
• Iterate on your design
91. Design: Sketching
Design: Sketching
Class Exercise: Collaborative Sketching
In teams, sketch your ideas.
Create & Promote an Event
1. Take 5 or so minutes first to discuss what
features belong here
• Is it a single page? Multiples steps?
2. Time for silent sketching
3. Time for sharing your sketches
93. Design: Sketching Tools
Info
Sketching Tools:
The following apps are all for the iPad
• Adobe Ideas ($9.99)
• Bamboo Paper (Free)
• Muji Notebook ($4.99)
• Penultimate ($0.99)
• SketchBook Pro ($4.99)
95. Design: Wireframes
Wireframes
―Web site wireframes are blue prints
that define a Web page‘s content and
functionality. They do not convey
design – e.g. colors, graphics, or
fonts.‖
- fatpurple
101. Design: Wireframing Tools
Info
Wireframing/Prototyping Tools:
• Adobe InDesign
• Axure
• Omnigraffle (Mac)
• Microsoft Visio
• Mockingbird (online, free)
Also:
• Adobe Proto (coming for iPad)
• Balsamiq
• iPlotz
• iMockups (iPad)
• Omnigraffle (iPad)
Self Study
Smashing Magazine: 35 Excellent Wireframing Resources
102. Design: Wireframes
Design: Sketching
Class Exercise: Final Wireframe
In your teams, create your final deliverable, a home page for Events.com
Sketch First
1) Discuss features needed for a homepage
2) Sketch your ideas for a homepage individually
3) Review your sketches and provide feedback
103. Design: Wireframes
Design: Sketching
Class Exercise: Final Wireframe
Then Wireframe
1) Now, each of you will create a final ―wireframe‖
2) Be sure to incorporate your team mates‘ design
ideas and feedback
106. Additional Resources
Info
Books:
Organizations:
• Information Architecture for the World Wide
Web – Louis Rosenfeld, Peter Morville
• Human Computer Interactions (HCI)
• Information Architecture: Blueprints for the
Web – Christina Wodtke, Austin Govella
• Usability Professionals Association (UPA)
• The Elements of User Experience – Jesse
James Garrett
Further Studies:
• Designing Web Navigation: Optimizing the
User Experience – James Kalbach, Aaron
Gustafson
• Design of Everyday Things – Donald Norman
• Interaction Designers Association (IxDA)
• School of Visual Arts
• Continuing Ed classes
• MFA in Interaction Design
• Adaptive Path
• The Information Architecture Institute
Local Events:
• IA Meetup
• Content Strategy Meetup
Web Sites:
• Alertbox
• A List Apart
• Boxes & Arrows
• wireframes.tumblr.com
• The IA Summit
• Pratt – Course in Information Design
• Nielsen Norman Group
• Rosenfeld Media
• User Interface Engineering
Video:
The Right Way to Wireframe by Russ Unger (YouTube)
111. Design: Grids
Grids
―The true benefit of using a grid is that
as you learn how to use a grid, you
start to think systemically about the
solutions you design. You start to try
and see how various details can echo
one another, how different regions of
the canvas can be reused or used for
similar things, how like elements can be
grouped together.‖
– Khoi Vinh, former design Director, NYTimes.com
115. Design: Grids
Grids
Self Study: Want to know more?
Learn more about design by grids:
960 Grid System
960.gs
Design by Grid
www.designbygrid.com
Hashgrid
www.hashgrid.com
117. Defining Sketches Versus Wireframes, Templates Versus Pages
Design: Sketching
Sketches
Wireframes
Quick
More time-consuming
Few details
Very detailed
Not typically delivered
Professional deliverable
Templates
Pages
Apply to many different pages
Specific, may apply to a single
page or screen
Examples:
• basic page
• category page
• product page
Examples:
• homepage
• ecommerce or transactional
form
Notas do Editor
Introduction to Information Architecture & DesignSchool of Visual Arts | Fall 2013Robert Stribley
Chocolate display, Xocolatti, SoHo, New York
Body Gel, Sabon, SoHo, New York
Butterfly on the New York City HighlinePhoto: Flickr.com/stribs
Butterflies at the American Museum of Natural History’s Butterfly Conservatory. Photo: Flickr.com/stribs
Butterflies at the American Museum of Natural History’s Butterfly Conservatory. Photo: Flickr.com/stribs
Using architectural plans/blueprints as a metaphor for an IA’s work
Partially adapted from: “A brief history of information architecture” by Peter MorvilleInformation Architecture: Designing information environments for purpose, edited by Alan Gilchrist and Barry Mahon
Photo: Flickr.com/stribs
User Research in Copenhagen’s Elderly Homes - http://www.localhiddenvariable.com/ciid/user-research-in-copenhagens-elderly-homes/
Discovery: Competitive Review – or Audit
We review each of these sites live during class
Wikipedia: Cluster analysis or clustering is the assignment of a set of observations into subsets (called clusters) so that observations in the same cluster are similar in some sense
Goals and data from focus groups, stakeholder interviews, etc – including user behaviors and opinions
Ordering lunch on a Virgin America flight - http://www.flickr.com/photos/stribs/sets/72157603319502113/ - Photo: stribs
http://www.flickr.com/photos/cannedtuna/
Nathan Shedroff is Program Director of the MBA in Design Strategy program at the California College of the Arts. His books include Experience Design 1, Making Meaning, and contributing to Richard Saul Wurman's Information Anxiety 2. Advisor for Rosenfeld Media
http://websort.nethttp://www.optimalworkshop.com/
Home page, category page, details page/product page
Adapted from Atsushi HASEGAWA’s The 7 Navigation Types of Web Siteshttp://www.slideshare.net/atsushi/the-7-navigation-types-of-web-site
Uniqlo wireframe by Razorfish
Uniqlo comp/design based on wireframe by Razorfish
Head of design at Braun, the German consumer electronics manufacturer, DIETER RAMS (1932-) was one of the most influential industrial designers of the late 20th century