Brief Thoughts on Information Architecture forthe Enterprise

Peter Merholz

March 16, 2002

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 2

Evolution in Customer-Centric Practices

Historically, decentralization allowed departments to own customer relationships

A B C D E

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 3

Evolution, cont…

But, the web exposed the lack of coherence, perplexing customers

A B C D E

A B C D E

? ? ? ? ?

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 4

Evolution, cont…

“Customer Relationship Management” bridges operational gap, but doesn’t further a holistic understanding of the customer

The Web redefines the notion of “Customer-Centered” – Putting a single face on decentralized organizations

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 5

Developing the “Single Face”

User Goals and Tasks + Company Mission + Business Goals = Branded Design Solution

User Goals and Tasks– User-centered design processes

Company Mission – Principles and vision statements that guide the company

Business Goals– Concrete metrics and objectives

Branded Design Solution– The substance of the interaction informs how customers will

perceive the brand

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 6

The “Single Face” Has Changed Brand Management

Old Way

Brand Message

New Way

Interactions

Brand Perception

Brand Perception

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 7

Striking A Balance

Provide consistency across an organization’s communications

Allow for innovation at the endpoints

16 March 2002 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA 8

5 Steps Toward Meaningful Consistency

1. Centralize Web/IA efforts

Internal consultancyNot beholden to any

particular group

2.Build Organizational Awareness

External justifications (i.e., analyst reports)

Quick wins

3.Study customers

Understand their approaches

Shape an IA that reflects their needs, not company structure

4.Develop a Style Guide

Beyond visual design – content display, navigation systems, interaction elements and rules

5.Implement a CMS

Documenting a system is insufficient; make it easier to do the right thing than to do your own thing