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Andriy Larchenko
(Senior Interaction designer @ Pixetic)
LOST PROFIT
Or: How much business loses because of mistakes in Information Architecture
pixetic design agency
AGENDA
How much does it cost (mistakes in IA)?2
3 KPI’s of IA
4 IA Heuristics
Definition of IA1
what is
INFORMATION ARCHITECTURE
* it is what it is : )
RICHARD SAUL WURMAN
Finding and organizing patterns inherent in
data, making the complex clear;
Creating structure or map of information
which allows others to find their personal
paths to knowledge;
The emerging 21st century professional
occupation addressing the needs of the age
focused upon clarity, human understanding,
and the science of the organization of
information.
PETER MORVILLE
& LOUIS ROSENFELD
The combination of organization, labeling,
and navigation schemes within an
information system;
The structural design of an information space
to facilitate task completion and intuitive
access to content;
The art and science of structuring and
classifying web sites and intranets to help
people find and manage information.
Information Architecture is
A SCHEME OF
INFORMATION ORGANIZATION
How much does it cost?
MISTAKES IN IA
HOW I WAS LOOKING FOR GAITERS
true story
HOW I WAS LOOKING FOR GAITERS
true story
Bingo!!!
HOW I WAS LOOKING FOR GAITERS
true story
HOW I WAS LOOKING FOR GAITERS
true story
HOW I WAS LOOKING FOR GAITERS
true story
Bingo!!!
HOW I WAS LOOKING FOR GAITERS
true story
HOW MUCH DOES IT COST?
Pi ideal = a * b
a - the average value of checkout
b - number of leads in one day
Pi lost = Pi ideal * x / 100
x - % of drop-offs
cost of IA = Pi lost * y / 100
y - % of drop-offs because of IA mistakes
in numbers
HOW MUCH DOES IT COST?
Pi ideal = a * b = $10000
a - $100 b - 100
Pi lost = Pi ideal * x / 100 = $7000
x - 70%
cost of IA = Pi lost * y / 100 = $1400
y - 20%
in numbers
HOW MUCH DOES IT COST?
-$1400Day by day
in numbers
CAAAAAARL
HOW TO ASSESS IA
a key performance indicators
The speed of finding information
Number of steps or time needed to find information
Quality of information found
Qualitative indicator of conformity of information to user expectations
1 10
ExcellentPoor
How to assess
QUALITY OF INFORMATION?
ABBY COVERT
make the unclear be clear
twitter: @Abby_the_IA
web: http://abbytheia.com/
IA HEURISTICS
what is a heuristic?
rules of
thumb
best
practices
intuitive
judgement
common
sense
IA HEURISTICS
why do we need it
Evaluate the strength and quality of what is currently offered to users;
Facilitate critique during planning, design and development;
Predict the effectiveness of potential solution;
10 HEURISTIC IA PRINCIPLES
FINDABLE ACCESSIBLE CLEAR COMMUNICATIVE USEFUL
DELIGHTFULLEARNABLEVALUABLECONTROLABLECREDIBLE
#1 FINDABLE
able to be located
Can user easily locate that which they are seeking for?
How is findability affected across channels and devices?
Are there multiple ways available to access things?
How do external and internal search engines “see” what is provided?
Is information formatted with result in mind?
What is provided to make the delivered results more useful?
#2 ACCESSIBLE
easily approached and entered
Can it be used via all expected channels and devices?
How resilient and consistent is it when used via other channels?
Does it meet the levels of accessibility compliance to be
considerate of those users with disabilities?
#3 CLEAR
easily perceptible
Is it easy to understand?
Is the target demographics’ grade and reading level being considered?
Is the path to task completion obvious and free of distraction?
Would a user find it easy to describe?
#4 COMMUNICATIVE
talkative, informing, timely
Is the status, location and permissions of the user obvious?
How is messaging used throughout? Is messaging effective for
tasks and contexts being supported?
Does the navigation and messaging help establish a sense of place
that is consistent and orienting across channels, contexts and tasks?
#5 USEFUL
capable of producing the desired or intended result
Is it usable? Are users able to complete the tasks that they set
out to without massive frustration or abandon?
Does it serve new users as well as loyal users in ways that
satisfy their needs uniquely?
Are there a few navigation options that lead where users may
want to go next? Are they clearly labeled?
#6 CREDIBLE
worthy of confidence, reliable
Is the design appropriate to the context of use and audience?
Is your content updated in a timely manner?
Do you use restraint with promotional content?
Is it easy to contact a real person?
Is it easy to verify your credentials?
Do you have help/support content where it is needed?
#7 CONTROLABLE
able to adjust to requirements
Are tasks and information a user would reasonably want to
accomplish available?
How well are errors anticipated and eliminated?
When errors do occur, how easily can user recover?
Are features offered to allow the user to tailor information or
functionality to their context?
Are exits and other important controls clearly marked?
#8 VALUABLE
of great use, service and important
Is it desirable to target user?
Does it maintain conformity with expectations throughout
the interaction across channels?
Can a user easily describe the value?
How is success being measured? Does it contribute to the bottom line?
Does it improve customer satisfaction?
#9 LEARNABLE
to fix in the mind, in the memory
Can it be grasped quickly?
What is offered to ease the more complicated processes?
Is it memorable?
Is it easy to recount?
Doest it behave consistently enough to be predictable?
#10 DELIGHTFUL
greatly pleasing
What are your differentiators from other similar competitors?
What cross channel ties can be explored that delight?
How are user expectations not just met but exceeded?
What are you providing that is unexpected?
What you take that is now ordinary and make extraordinary?
10 HEURISTIC IA PRINCIPLES
FINDABLE ACCESSIBLE CLEAR COMMUNICATIVE USEFUL
DELIGHTFULLEARNABLEVALUABLECONTROLABLECREDIBLE
KEEP IN MIND
the rules of heuristic use
Put on your user shoes
Forget where you work and what your job is.
Put on your user goggles
None of these principles matter without understanding the context of use and
who your users are
Say “I am not my user”
Never use heuristic review as replacement for user research.
“If you think good design is expensive, you
should look at the cost of bad design”
Dr Ralf Speth
SUMMARY
“An unvalidated idea is like Schrödinger’s
cat. You have an idea but no way to know
if it is good or bad (alive or dead) until you
test it.”
Ben Ralf - Insight to MVP
SUMMARY
REFERENCES
http://journalofia.org/volume3/issue2/03-resmini/
http://semanticstudios.com/the_definition_of_information_architecture/
http://understandinggroup.com/learn/posters/ia-heuristics-checklist/
http://louisrosenfeld.com/home/bloug_archive/000286.html
http://www.howtomakesenseofanymess.com/
https://articles.uie.com/cost_of_frustration/
http://abbytheia.com/
https://uxdesign.cc/6-steps-to-redesigning-a-sites-ia-f2f09488e86f#.k0sue2vam
http://docstore.mik.ua/orelly/web2/infoarch/ch03_02.htm
https://uxdesign.cc/how-i-taught-information-architecture-to-aspiring-ux-
designers-281ce61de42f#.vk46dp9pp
QUESTIONS?
THANKS FOR ATTENTION!
Andriy Larchenko
(Senior Interaction designer @ Pixetic)
andrewlarchenko
Larchenko.Andrew
andrew_larchenko
larch_n_co
pixetic design agency

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LOST PROFIT. Or: how much business loses because of mistakes in Information Architecture.

  • 1. Andriy Larchenko (Senior Interaction designer @ Pixetic) LOST PROFIT Or: How much business loses because of mistakes in Information Architecture pixetic design agency
  • 2. AGENDA How much does it cost (mistakes in IA)?2 3 KPI’s of IA 4 IA Heuristics Definition of IA1
  • 3. what is INFORMATION ARCHITECTURE * it is what it is : )
  • 4. RICHARD SAUL WURMAN Finding and organizing patterns inherent in data, making the complex clear; Creating structure or map of information which allows others to find their personal paths to knowledge; The emerging 21st century professional occupation addressing the needs of the age focused upon clarity, human understanding, and the science of the organization of information.
  • 5. PETER MORVILLE & LOUIS ROSENFELD The combination of organization, labeling, and navigation schemes within an information system; The structural design of an information space to facilitate task completion and intuitive access to content; The art and science of structuring and classifying web sites and intranets to help people find and manage information.
  • 6. Information Architecture is A SCHEME OF INFORMATION ORGANIZATION
  • 7. How much does it cost? MISTAKES IN IA
  • 8. HOW I WAS LOOKING FOR GAITERS true story
  • 9. HOW I WAS LOOKING FOR GAITERS true story
  • 10. Bingo!!! HOW I WAS LOOKING FOR GAITERS true story
  • 11. HOW I WAS LOOKING FOR GAITERS true story
  • 12. HOW I WAS LOOKING FOR GAITERS true story Bingo!!!
  • 13. HOW I WAS LOOKING FOR GAITERS true story
  • 14. HOW MUCH DOES IT COST? Pi ideal = a * b a - the average value of checkout b - number of leads in one day Pi lost = Pi ideal * x / 100 x - % of drop-offs cost of IA = Pi lost * y / 100 y - % of drop-offs because of IA mistakes in numbers
  • 15. HOW MUCH DOES IT COST? Pi ideal = a * b = $10000 a - $100 b - 100 Pi lost = Pi ideal * x / 100 = $7000 x - 70% cost of IA = Pi lost * y / 100 = $1400 y - 20% in numbers
  • 16. HOW MUCH DOES IT COST? -$1400Day by day in numbers CAAAAAARL
  • 17. HOW TO ASSESS IA a key performance indicators The speed of finding information Number of steps or time needed to find information Quality of information found Qualitative indicator of conformity of information to user expectations 1 10 ExcellentPoor
  • 18. How to assess QUALITY OF INFORMATION?
  • 19. ABBY COVERT make the unclear be clear twitter: @Abby_the_IA web: http://abbytheia.com/
  • 20. IA HEURISTICS what is a heuristic? rules of thumb best practices intuitive judgement common sense
  • 21. IA HEURISTICS why do we need it Evaluate the strength and quality of what is currently offered to users; Facilitate critique during planning, design and development; Predict the effectiveness of potential solution;
  • 22. 10 HEURISTIC IA PRINCIPLES FINDABLE ACCESSIBLE CLEAR COMMUNICATIVE USEFUL DELIGHTFULLEARNABLEVALUABLECONTROLABLECREDIBLE
  • 23. #1 FINDABLE able to be located Can user easily locate that which they are seeking for? How is findability affected across channels and devices? Are there multiple ways available to access things? How do external and internal search engines “see” what is provided? Is information formatted with result in mind? What is provided to make the delivered results more useful?
  • 24. #2 ACCESSIBLE easily approached and entered Can it be used via all expected channels and devices? How resilient and consistent is it when used via other channels? Does it meet the levels of accessibility compliance to be considerate of those users with disabilities?
  • 25. #3 CLEAR easily perceptible Is it easy to understand? Is the target demographics’ grade and reading level being considered? Is the path to task completion obvious and free of distraction? Would a user find it easy to describe?
  • 26. #4 COMMUNICATIVE talkative, informing, timely Is the status, location and permissions of the user obvious? How is messaging used throughout? Is messaging effective for tasks and contexts being supported? Does the navigation and messaging help establish a sense of place that is consistent and orienting across channels, contexts and tasks?
  • 27. #5 USEFUL capable of producing the desired or intended result Is it usable? Are users able to complete the tasks that they set out to without massive frustration or abandon? Does it serve new users as well as loyal users in ways that satisfy their needs uniquely? Are there a few navigation options that lead where users may want to go next? Are they clearly labeled?
  • 28. #6 CREDIBLE worthy of confidence, reliable Is the design appropriate to the context of use and audience? Is your content updated in a timely manner? Do you use restraint with promotional content? Is it easy to contact a real person? Is it easy to verify your credentials? Do you have help/support content where it is needed?
  • 29. #7 CONTROLABLE able to adjust to requirements Are tasks and information a user would reasonably want to accomplish available? How well are errors anticipated and eliminated? When errors do occur, how easily can user recover? Are features offered to allow the user to tailor information or functionality to their context? Are exits and other important controls clearly marked?
  • 30. #8 VALUABLE of great use, service and important Is it desirable to target user? Does it maintain conformity with expectations throughout the interaction across channels? Can a user easily describe the value? How is success being measured? Does it contribute to the bottom line? Does it improve customer satisfaction?
  • 31. #9 LEARNABLE to fix in the mind, in the memory Can it be grasped quickly? What is offered to ease the more complicated processes? Is it memorable? Is it easy to recount? Doest it behave consistently enough to be predictable?
  • 32. #10 DELIGHTFUL greatly pleasing What are your differentiators from other similar competitors? What cross channel ties can be explored that delight? How are user expectations not just met but exceeded? What are you providing that is unexpected? What you take that is now ordinary and make extraordinary?
  • 33. 10 HEURISTIC IA PRINCIPLES FINDABLE ACCESSIBLE CLEAR COMMUNICATIVE USEFUL DELIGHTFULLEARNABLEVALUABLECONTROLABLECREDIBLE
  • 34. KEEP IN MIND the rules of heuristic use Put on your user shoes Forget where you work and what your job is. Put on your user goggles None of these principles matter without understanding the context of use and who your users are Say “I am not my user” Never use heuristic review as replacement for user research.
  • 35. “If you think good design is expensive, you should look at the cost of bad design” Dr Ralf Speth SUMMARY
  • 36. “An unvalidated idea is like Schrödinger’s cat. You have an idea but no way to know if it is good or bad (alive or dead) until you test it.” Ben Ralf - Insight to MVP SUMMARY
  • 39. THANKS FOR ATTENTION! Andriy Larchenko (Senior Interaction designer @ Pixetic) andrewlarchenko Larchenko.Andrew andrew_larchenko larch_n_co pixetic design agency