Brief Thoughts on Information Architecture for the Enterprise
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Brief Thoughts on Information Architecture for the Enterprise Peter Merholz March 16, 2002
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Brief Thoughts on Information Architecture for the Enterprise. Peter Merholz March 16, 2002. Evolution in Customer-Centric Practices. Historically, decentralization allowed departments to own customer relationships. A. B. C. D. E. A. B. C. D. E. A. B. C. D. E. ?. ?. ?. ?. - PowerPoint PPT Presentation
Transcript of Brief Thoughts on Information Architecture for the Enterprise
Brief Thoughts on Information Architecture forthe Enterprise
Peter Merholz
March 16, 2002
16 March 2002 Peter Merholz · [email protected] · 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 · [email protected] · 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 · [email protected] · 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 · [email protected] · 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 · [email protected] · 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 · [email protected] · 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 · [email protected] · 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
