SVA Workshop 032512

Introduction to Information Architecture & Design School of Visual Arts | March 2012

Robert Stribley

Louis Vuitton Window display, Bloomingdales

Introduction

Aussie-Style Liquorice

Chocolate display, Xocolatti, SoHo, New York

Body Gel, Sabon, SoHo, New York

Peppers, Union Square Market, New York

Butterfly on the New York City Highline

Pattern Recognition:

In cognitive psychology, the ability

to identify familiar forms within a

complex arrangement of sensory

stimuli

Butterflies at the American Museum of Natural History’s Butterfly Conservatory.

Robert Stribley

• I’m a senior information architect

at Razorfish

• I write music and arts reviews

• I produce a promote a variety

• I photograph various things

• I drink coffee

Introduction

Clients include:

• Bank of America, Wachovia

• JPMorgan, Morgan Stanley,

Oppenheimer Funds, Smith Barney,

• Boston Scientific, Nasonex

• Choice Hotels

• Computer Associates, EMC

• Ford

• Nextel

• Red Cross

• Travel Channel, Women’s Wear Daily

About You

• What’s your name?

• What do you do for work?

• What do you do for fun?

• Coffee, tea or bottled water?

Introduction

Goals of this workshop

• Understand the basic concepts of user experience

design

• Experience the general process and techniques used

on a design project

• Review the basic deliverables an information architect

develops within a project

Introduction

Agenda

Morning

• Background

• Design Process

• Our Project

• User Research

• Competitive Review

• Personas

• Lunch

Agenda

Afternoon

•Card Sorting

•Site Maps

•Page Types

•Grids

•Navigation

•Sketching

•Wireframes

•Q&A

Agenda

Background

in•for•ma•tion ar•chi•tec•ture n.

Background: Defining IA

• 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.

• 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

Navigation

Interaction

Art/Science

Discipline/

Community

Background

The Information Architecture Institute defines

information architecture as “the art and

science of organizing and labeling websites,

intranets, online communities and software to

support usability.”

Background

"It's hard to say who really is an

information architect. In some

sense, we all are.”

— Alex Wright, Author Glut

users content

context

interface

information architecture

skeleton

Design Process

metaphor: architectural plans

Flickr.com: Cornell University Library

Background: History

A Brief History of IA

• Richard Saul Wurman coined the term

“information architecture” to describe the field

now more likely described as “information

design”

• Formation of Argus Associates in Ann Arbor,

WI, the first firm devoted to IA

• First edition of Peter Morville and Lou

Rosenfeld’s Information Architecture for the

World Wide Web, affectionately known as

“The Polar Bear” book

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

A Brief History of IA

• First IA Summit, Boston, MA – Defining

Information Architecture

• 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

• 12th Annual IA Summit held in Denver, CO

Background: History

Design Process

satire on project phases by Harold Kerzner

Design Process

Discovery Definition Design Development

Design Process

• Stakeholder interviewers

• Business requirements

• Competitive & comparative audits

• User research

• Site inventory

Design Process

• Personas

• Content & meta data audits

• Card sorts

• Use cases

• Mood boards

• Sketching

• Site maps

• Creative brief

• UX brief

Design Process

• Site maps

• Task flows

•Sketching

• Wireframes

• Stakeholder reviews

• Prototypes

• Usability testing

• Visual design

•Functional specifications

Design Process

• Site development

• User acceptance

testing (UAT)

• Quality

assurance (QA)

• Usability testing

Design Process

Background

IA Deliverables

site map

feature/functionality

inventory

comparative/competitive

review

requirements document

personas

sketches

use cases

user flows prototype

wireframes

discover design define

experience brief

Deliverables

Background

IA Deliverables

site map

feature/functionality

inventory

comparative/competitive

review

requirements document

personas

use cases

user flows prototype

wireframes

discover design define

experience brief

visual design

sketches

Deliverables

Our Project

What to do?

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.

Our Project

Discover

User Research

User Research in Copenhagen’s Elderly Homes

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 Rosenfield & Peter Morville

Discovery: User Research

User Research

Methodology

• Focus Groups

• Surveys

• Interviews

• Identify patterns and trends in user behavior,

tasks, preferences, obstacles.

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?

Competitive Review

image by brandon schauer

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

Discovery: Competitive Review

Competitive Review

Methodology • Heuristic Evaluation

• Usability Criteria

• Scorecard

Goals • Review and analyze competitor sites according to

particular criteria

• Draw key findings, which can influence and guide IA

through the design phase

• Comparative Reviews

Competitive Review

Heuristic Evaluation

Ten Usability Heuristics by Jakob Nielsen

• Visibility of system status

• Match between system and the real world

• User control and freedom

• Consistency and standards

• Error prevention

• Recognition rather than recall

• Flexibility and efficiency of use

• Aesthetic and minimalist design

• Help users recognize, diagnose, and recover from errors

• 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

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?

Competitive Review

Competitors

Competitive Review: Flavorpill

Flavorpill loves culture. We

embrace the high-brow, low-brow,

underground, mainstream, and

everything in between — as long

as it's good.

A city guide for those who like to

go out, Flavorpill publishes a daily

update of worthwhile cultural-

event listings, from art exhibits

and readings to concerts, plays,

and festivals.

” http://flavorpill.com/about

Flavorpill

Competitive Review: Flavorpill

Home Page

•Featured Event Strip

•Search

•Featured Event

•What’s Happening

•Recently Added

•Coming Up

•Featured Venue

•Giveaways

•New York Guide

Navigation

Primary

•Events

•Editor Picks

•Featured Venues

•Giveaways

Utility

•City Dropdown

•Log In/Log Out

•SignUp/ Profile

•Social (Facebook,

Twitter, Tumblr)

• iPhone App

•Search

Features & Functionality

•Search

•Calendar

•Filtering

•Google maps

•Comments

•Profile

Upcoming

Competitive Review: Going.com

http://upcoming.yahoo.com/help/faq/

Upcoming is a community

for discovering and

sharing events. It can help

you find stuff to do,

discover what your friends

are doing, or let you keep

private events online for

your own reference.

Home Page •Browse Events

•Event Carousel

•Events Listing

•My Events

•Calendar

•Pandora/iTunes/Last.fm integration

•Link to Beta version

Competitive Review: Going.com Discovery: Competitive Review

Navigation

Primary

•My Events

•Friends

•More

•Add an Event

Secondary

•Help

•My Account

•Search

•Sign in/Sign

Features & Functionality •Search

•Calendar

•Profiles

•Comments

•Event posting and promoting

•RSVP online/Buy tickets

•Event filtering/sorting

•Yahoo! Maps

NYCgo.com

NYC & Company is New York

City’s official marketing, tourism

and partnership organization.

Our mission is to maximize travel

and tourism opportunities

throughout the five boroughs,

build economic prosperity and

spread the dynamic image of New

York City around the world.

” http://nycgo.com/?event=view.footerArticle&id=49568

Competitive Review: NYCgo.com Discovery: Competitive Review

Functionality

• Search

• Google maps

• Calendar

• Find an event

• Filtering

• MyNYC

Navigation

Primary

•Top Attractions

•What to Do

•Where to Stay

•Plan Your Trip

•Deals

•Broadway

•NYC for the Holidays

•Free

•NYC Shop

Secondary

•Travel Trade

•Meeting Planners

•Membership

•Press

Utility

•Search

•Language Selector

•Temperature

•Twitter, Facebook, Email

Home Page

•Search

•This Week carousel

•NYC Highlights

•Events calendar

•Top 5 Events

•Plan Your Trip

•Deals & Offers

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

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?

Define

Personas

Created at Personas: http://personas.media.mit.edu

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.

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

Definition: Personas

Personas

Characteristics of Effective Personas

• Varied and distinct

• Detailed

• Not weighed down with minutiae

• Tied into business-specific goals

• Backed by data

Personas

Methodology

• Cluster Analysis

• Create a narrative based on real data to

illustrate user behavior, motivations, goals

Small Budget

Big Budget

Planner Promoter

Sabrina Jenny Donny Jerry

Sabrina, 27 The party planner

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!”

Small Budget

Big Budget

Planner Promoter

Personas Definition: Personas

Jerry, 44 The out-of-towner

Location:

Cincinnati, OH

Attitude:

Casual, yet adventurous

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.”

Small Budget

Big Budget

Planner Promoter

Personas

Donny, 38

The local comedian

Location:

East Village

Attitude:

Laidback, loosely organized

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.” Small Budget

Big Budget

Planned Promoter

Jenny, 33

The professional promoter

Location:

Williamsburg

Attitude:

Busy, disciplined, professional

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.”

Personas

Small Budget

Big Budget

Planned Promoter

Class Exercise: Personas

In regards to Events.com,

• 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?

Lunch Break

Agenda

Afternoon

•Card Sorting

•Site Maps

•Page Types

•Grids

•Navigation

•Sketching

•Wireframes

•Q&A

Agenda

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

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

• 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

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 Post-

It note

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

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

Design

Site Maps

Conceptual Design Design: Site Maps

“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

Site map for Men‘s section of designer clothing site

Site map by Kazi Shanto, Louise Blouin Media

Biocarta Site map, Fromson Consulting

Page Types

The Mercator Atlas of Europe From The British Library

Conceptual Design

Home Page Category Page Details Page

Design: Page Types

Navigation

Navigation Bridge, USS Enterprise by Serendigity, Flickr

Types of Navigation

• 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

Design: Navigation

Areas of Navigation

• Global – universal header/footer

• Local – left nav/right nav

• Local content – text links, buttons

Styles of Navigation

• Rollover

• Dropdown

• Tabs

Self Study: Want to know more?

Adapted from Atsushi Hasegagwa’s The 7 Navigation Types of Web Sites

Mega Dropdowns

Design: Navigation

Power Footers

Design: Navigation

Sketching

Ornithopter by Leonardo da Vinci, 1485-1487

Design: Sketching

Sketching Design: Sketching

Sketching

Any guesses as to what this is a sketch of?

Design: Sketching

“twttr sketch” Twitter.com

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

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

Design: Sketching

Bill Buxton Sketching User

Experiences

Bill Buxton Sketching User

Experiences

Sketching

Attributes of a Sketch

•Quick

•Timely

•Inexpensive

•Disposable

•Plentiful

•Clear vocabulary

•Distinct gesture

•Minimal detail

•Appropriate degree of refinement

•Suggest & explore rather than confirm

•Ambiguity

Design: Sketching

Sketching

Methodology

• Draw

• Limit your time

• Don’t worry about mistakes or style

• Benefit from the participation of your colleagues

• Quickly generate ideas and refine through iterations

Design: Sketching

Class Exercise: Sketching

In teams, sketch your ideas.

1) Create & Promote an Event

Design: Sketching

A. Take 5 or so minutes first to discuss what

features belong here

• Is it a single page? Multiples steps?

B. Time for silent sketching

C. Time for sharing your sketches

Design: Sketching

Don’t forget to keep your personas in mind

Design: Sketching

2) A Homepage

Design: Sketching

Sketching Tools:

The following apps are all for the iPad

• Adobe Ideas (free)

• Bamboo Paper (free)

• Muji Notebook ($4.99)

• Penultimate ($1.99)

• SketchBook Pro ($4.99)

Info Design: Sketching Tools

“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

Design: Grids

Grids Design: Grids

Learn more about design by grids:

960 Grid System

960.gs

Design by Grid

www.designbygrid.com

Hashgrid

www.hashgrid.com

Design: Grids

Wireframes

photo & sculpture by polly verity

Wireframes

What are 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

Design: Wireframes

Design: Sketching

Wireframes

Design: Wireframes - Examples

wireframe by Mike Rohde

Design: Sketching Design: Wireframes - Examples

wireframe by matthieu mingasson

screencap from The Right way to Wireframe

by Semantic Will

iPad news app wire by F. Yamada

Design: Sketching The Right Way to Wireframe – Video by Russ Unger

Wireframing/Prototype Tools:

• Adobe InDesign

• Axure

• Omnigraffle (Mac)

• Microsoft Visio

• Mockingbird (online, free)

• Adobe Proto (coming for iPad)

• Balsamiq

• iPlotz

• iMockups (iPad)

• Omnigraffle (iPad)

Info Design: Wireframing Tools

Smashing Magazine: 35 Excellent Wireframing Resources

Design: Sketching

Class Exercise: Final Wireframe

In your teams, create your final deliverable.

Assign one of the following to a team member:

2) Event Detail

3) Homepage

As an individual now, you’ll create a final “wireframe,” which incorporates your team mates’ designs and feedback.

Design: Wireframes

Design: Sketching

Wireframe & Prototyping Tools

Dreamweaver

InDesign

Design: Wireframes

Develop

Books:

• Information Architecture for the World Wide

Web – Louis Rosenfeld, Peter Morville

• Information Architecture: Blueprints for the

Web – Christina Wodtke, Austin Govella

• The Elements of User Experience – Jesse

James Garrett

• Designing Web Navigation: Optimizing the

User Experience – James Kalbach, Aaron

Gustafson

• Design of Everyday Things – Donald Norman

Local Events:

• Dot Dot Dot, SVA Lecture Series

• IA Meetup

Web Sites:

• Alertbox

• A List Apart

• Boxes & Arrows

• wireframes.tumblr.com

Info Additional Resources

Organizations:

• Human Computer Interactions (HCI)

• Interaction Designers Association (IxDA)

• Usability Professionals Association (UPA)

Further Studies:

• School of Visual Arts

• Continuing Ed classes

• MFA in Interaction Design

• Adaptive Path

• The Information Architecture Institute

• The IA Summit

• Pratt – Course in Information Design

• Nielsen Norman Group

• Rosenfeld Media

• User Interface Engineering

SVA Workshop 032512

Design

Transcript of SVA Workshop 032512

Introduction to Information Architecture & Design - SVA Workshop 06/21/14

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