Published on February 8, 2013
UnderstandingInformation Architecture Abby Covert Dan Klyn Christina Wodtke
Abby Covert Dan Klyn Christina Wodtke @Abby_the_IA @DanKlyn @CWodtkePart 1: Part 2: Part 3:Identify opportunities for Structure goals to create Transform an informationgrowth, change and clarity and consensus experience into a socialimprovement during among stakeholders and experiencerequirement gathering makers
Objectives• Present a new model for understanding information architecture• Practice using tools for creating consensus, representing meaning and shaping structure.• Get hands-on instruction with different kinds of approaches to creating diagrams and instructions for indicating interaction• List of IA "dos," and "donts" based a combined 40 years of experience as an information architect.
Abby Loves to use InformationArchitecture to...Identify opportunities forgrowth, change andimprovement duringrequirement gathering 4
InformationArchitecture • Facilitates understanding • Orders meaning • Establishes truth • Creates clarity • Makes pictures of consensus 5
I am aninformationarchitectI intend to because I believemake the unclear clear everything is complexput the what architecture framesbefore the how problems, design solves themfacilitate understanding understanding isorganize meaning, always good but it iscreate clarity and equally important toestablish truth not understand support goals, makers clarity is a and users prerequisite of truthby: Abby Covert & Dan Klyn 6
Complexity part of somethingthat is complicated or hard to understand 7
Users • Comfort with context • Access/Interest/Trust • Reading & Grade level Layers of • Aesthetics & Taste Complexity • Budget • Distraction • Reach • Loyalty • Competition • Channel Limits Markting • Scope • Scalability Makers • Talent • Quality Assurance • Tools • maintainability • Integration • Tone • Production Budget • Brand • direction Design • Context • Flow • Structure Information • Clarity • Tasks Architecture • Models • Truth • Goals • Research • Competition Strategic Goals • REturn on Investment • Growth towards goalsStakeholders & Their Bosses • Reputation • The bottom Line 8
?#?$%! What happens whencomplexity is not dealt with properly? 9
When complexity is ignored...User Stakeholder MAKERsatisfaction Satisfaction Satisfaction Sometimes all 3 at once... 10
Herding Cats: FindingModels forexploringcomplexity in groups 11
Only you can helpprevent Brainstorms 12
I Have used Framestorms to help• Change the audience for Sharpie from a ofﬁce supply consumer to teenagers looking for a self expression tool• Grow a 150,000 member Facebook fan base for JELL-O over the weekend.• Pilot a revolutionary diet for people with Type 2 diabetes• Analyze and strategically prioritize digital marketing efforts and improvements for Herman Miller in support of their movement into the B to C market• Guide a team of 45 business stakeholders at Nike through an overhaul of 20 + systems affecting 120,000 employees and their customers
And some of myfavorite tools are REALLY easy to learn 14
How people hear about your offering(s) How people explore your offering(s)What could detract How people Who else could from this person opt into your entice this personproceeding at this offering(s) at this point? point? I find success How people use your offering the in Using this ﬁrst time Funnel to How people use explore a your offering product from a over time user lifecycle perspective 15
Step 1 Step 2 Step 3 Step 4Context What What happens happens WhatContext happensContext WhatContext happens I find success in Using this Map model to explore a Process from a contextual lifecycle perspective
What are these kids doing? 17
Company Up!• Who should we work on as an example...? – In the past I have seen students have fun with: » In-n-Out Burger » The MoMa » Square » General Assembly » Your company name here 18
Which Frame works?Product Marketing Process Improvement 19
Directions– Using the framework brainstorm through assumptions, questions and facts of the problem space. • Identify 3 colors of post its to use for the 3 things you are brainstorming • Start with 5 minutes of silence and writing individually, then let’s go around and share and map each person’s post its 20
ThanksAbbycovert@gmail.com @ Abby_The_IA www.Abbytheia.com
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