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

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Introduction to Information Architecture & Design School of Visual Arts | June 21, 2014 Robert Stribley

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Introduction to Information Architecture & Design - As presented by Robert Stribley, SVA, 06/21/14

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

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Introduction to Information Architecture & DesignSchool of Visual Arts | June 21, 2014 Robert Stribley

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Today’s presentation will be available on SlideShare following the workshop:

www.slideshare.net/stribs

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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 

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Butterflies Labeled by Species

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Intro

Robert Stribley@stribs

• I’m an Associate Experience Director at Razorfish

• I like literature, cinema, music, photography, cycling

• I drink coffee

Introduction

My clients have included:

• Bank of America, PNC, Wachovia• JPMorgan, Morgan Stanley,

Oppenheimer Funds, PNC, Prudential, Smith Barney, T. Rowe Price

• Boston Scientific, Nasonex• Choice Hotels, RCI• Computer Associates, EMC• Ford, Lincoln• AT&T, Nextel• Day One, Red Cross• Pearson, Travel Channel,

Women’s Wear Daily

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Intro

About You

•What’s your name?•What do you do for work?•What do you do for fun?•Coffee, tea or bottled water?

Introduction

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Intro

Goals of this workshop

•Understand the basic concepts of information architecture

•Experience the general process and techniques used on a design project

•Review the basic deliverables an information architect develops within a project

Introduction

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Agenda

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Agenda

Morning• Background• Design Process• Our Project• User Research• Competitive Review• Personas

• Lunch

Agenda

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Agenda

Afternoon• Card Sorting• Site Maps• Page Types• Navigation• Sketching• Wireframes• Q&A

Agenda

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Background

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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

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Background

“It's hard to say who really is an information architect. In some sense, we all are.”— Alex Wright, Author Glut

Background: Defining IA

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userscontent

context

IA

Background: Defining IA

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Interface(skin)

information architecture(skeleton)

Background: Defining IA

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Design Process

metaphor: architectural plans

Flickr.com: Cornell University Library

Background: Defining IA

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Background: History

A Brief History of IA1975 • Richard Saul Wurman coined the term

“information architecture” to describe the field now more often described as “information design”

1994• Formation of Argus Associates in Ann Arbor, MI,

the first firm devoted to IA

1998• First edition of Peter Morville and Lou Rosenfeld’s

Information Architecture for the World Wide Web, affectionately known as “The Polar Bear” book

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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 IA2000• First IA Summit, Boston, MA – Defining

Information Architecture

2002• 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

2015• 15th Annual IA Summit held in Minneapolis, MN,

April 22-26

Background: History

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Design Process

Project phases by Harold Kerzner

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Design Process

Discovery Definition Design Development

Design Process

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Design Process

Discovery Definition Design Development

• Stakeholder interviews• Business requirements• Competitive & comparative audits• User research• Site inventory

Design Process

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Design Process

Discovery Definition Design Development

•Personas•Content Audit•Card sorts•Use Cases•Sketching•Site Map•Creative Brief•UX Brief

Design Process

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Design Process

Discovery Definition Design Development

• Site Map• Task Flows• Sketching• Wireframes• Stakeholder Reviews• Visual Design• Prototype• Usability Testing• Functional Specifications

Design Process

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Design Process

Discovery Definition Design Development

• Site Development• User Acceptance Testing (UAT)

• Quality Assurance (QA)

• Usability Testing

Design Process

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Background

IA Deliverables

site map

features/functionality inventory

comparative/competitive review

requirements document

personas

sketches

use cases

user flows prototype

wireframes

discover designdefine

experience brief

Deliverables

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Our Project

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What to do?

Our Project

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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

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Discover

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User Research

User Research in Copenhagen’s Elderly Homes

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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 Rosenfeld & Peter Morville

Discovery: User Research

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User Research

Methodology• Focus Groups• Surveys• Interviews

Goals• Identify patterns and trends in user behavior,

tasks, preferences, obstacles.

Discovery: User Research

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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?

Discovery: User Research

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Competitive Review

image by brandon schauer

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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

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Competitive Review

Heuristic Evaluation

… involves evaluators examining the interface and judging its compliance with recognized usability principles (the ‘heuristics’)

- Wikipedia

Discovery: Competitive Review

Self StudyFor a more detailed explanation of heuristic evaluation, see Jakob Nielsen’s Ten Usability Heuristics.

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Competitive Review

Sample Usability CriteriaThese examples aren’t comprehensive. Appropriate criteria will 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?

Discovery: Competitive Review

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Competitive Review

Methodology

•Review and analyze competitor sites according to particular criteria

•Draw key findings, which can influence and guide IA through the design phase

•Include a scorecard for high-level comparison of points across all sites

Also: Comparative Reviews

Discovery: Competitive Review

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Competitive Review

Competitors

Discovery: Competitive Review

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Competitive Review

Key Findings

• Search prominent on each site• Need for filtering events• Calendars are helpful, but not always prominent• Profiles and social features common, but handled with varying

degrees of detail• Free events are often highlighted• Event detail pages vary, may have maps, RSVP, sharing, rating,

commenting functionality• Displaying other venues and restaurants adds utility• Option to add or promote an event isn’t always prominent

Discovery: Competitive Review

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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?

Discovery: Competitive Review

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Define

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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.

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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

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Personas

Methodology• Cluster Analysis

Goals• Create a narrative

based on real data to illustrate user behavior, motivations, goals

Definition: Personas

Small Budget

Big Budget

PlannerPromoter

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Personas

Characteristics of Effective Personas

• Varied and distinct• Detailed• Not weighed down with minutiae• Tied into business-specific goals• Backed by data

Definition: Personas

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Definition: Personas

SabrinaJenny DonnyJerry

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Sabrina, 27The party plannerLocation: Gramercy ParkAttitude: Organized, outgoingFinancial Perspective: Generous, bit of spendthriftOnline Habits: Avid user of social networking sites,

Twitter, Facebook, etcEvents: Wine tastings, gallery openingsQuote: “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

PlannerPromoter

PersonasDefinition: Personas

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Jerry, 44The out-of-townerLocation:Cincinnati, OHAttitude: Casual, yet adventurousFinancial Perspective: Moderate spenderOnline Habits: Utilitarian use of the Web to research

trips, read about the arts and pay bills

Events: Museums, visiting landmarks, toursQuote: “I’m visiting the Big Apple with my wife

and we want to check out some art-related events.”

Small Budget

Big Budget

PlannerPromoter

Definition: Personas

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Personas

Donny, 38The local comedianLocation: East VillageAttitude: Laidback, loosely organizedFinancial Perspective: Frugal, paycheck to paycheckOnline Habits: Spends time networking, promoting his act

online, haunts comedy sitesEvents: Comedy slams, variety showsQuote: “I land a few comedy gigs around the city

and I want to promote them better.”

Small Budget

Big Budget

PlannedPromoter

Definition: Personas

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Jenny, 33The professional promoterLocation: WilliamsburgAttitude: Busy, disciplined, professionalFinancial Perspective: Healthy budget for promotions andadvertisingOnline Habits: Heavy use of social networking sites both

professionally and personally, shops onlineEvents: Small gigs, big concerts, DJ setsQuote:“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

PlannedPromoter

Definition: Personas

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Class Exercise: Personas

Definition: Personas

• 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?

SabrinaJenny DonnyJerry

Self Study”Personas and the Role of Design Documentation" by Andrew Hinton, Boxes and Arrows, 2008/02/27

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Lunch Break

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Agenda

Afternoon

• Card Sorting• Site Maps• Page Types• Navigation• Sketching• Wireframes• Q&A

Agenda

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Card Sorting

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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

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Methodology• Grouping and labeling with index cards, post it notes• Two types:

Open – Participants sort cards with no pre-established categories. Useful for new architecturesClosed – Participants sort cards into predetermined, provided groups. Useful for fitting content into existing architectures

• Online card sorts–WebSort, OptimalSort, Socratic

Goals• Organize content more efficiently• Find names for categories based on users’ perspectives

Definition: Card Sorting

Self Study"Card sorting: a definitive guide" by Donna Spencer and Todd Warfel, Boxes and Arrows, 2004/04/07

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Case Studies:

• Wachovia Wealth Management Group• American Red Cross• Mercedes Benz

Definition: Card Sorting

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Class Exercise:

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

Definition: Card Sorting

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Class Exercise:

Now, as a group:

• Take a few minutes to organize your events into categories (group & label them)

• Then we’ll share some categories

Definition: Card Sorting

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Characteristics & Findings:

• Lumping and splitting• Outliers and miscellaneous items• Placing items in multiple categories• Categories versus filters

–E.g. Free, Family, Outdoors• Unique but intuitive labels

–E.g. Geeks

Definition: Card Sorting

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Next Steps:

With the results of a card sort we then can:

• Build consensus• Refine terminology• Create a site map• Help define navigation

Definition: Card Sorting

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Design

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Site Maps

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Conceptual DesignDesign: 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

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Conceptual DesignDesign: Site Maps

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Conceptual DesignDesign: Site Maps

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Page Types

The Mercator Atlas of EuropeFrom The British Library

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Conceptual Design

Home Page Category Page Details Page

Design: Page Types

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Navigation

Navigation Bridge, USS Enterprise by Serendigity, Flickr

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Grids

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• Flyout• Tabs• Accordion

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

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Grids

Mega Dropdowns

Design: Navigation

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Grids

Power Footers

Design: Navigation

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Sketching

Aerial Screw by Leonardo da Vinci, 1485-1487

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Design: Sketching

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Sketching

Can you guess what this is a sketch of?

Design: Sketching

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“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

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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 BuxtonSketching User Experiences

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Bill BuxtonSketching 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

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Sketching

Methodology• Draw• Limit your time• Don’t worry about mistakes or style

Goals• Benefit from the participation of your colleagues• Quickly generate ideas and refine through

iterations

Design: Sketching

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SketchingDesign: Sketching

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Sketching

Process

1.Discuss2.Sketch3.Share4.Revise

Design: Sketching

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• Not sketching yet• Discuss the purpose of the experience you’re

sketching• What features are necessary?• How would you prioritize them?• What’s the audience?

Design: Sketching

Discuss

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Sketch

• Sketch silently• Limit your time• Sketch as much has possible, as many

different ideas as possible

Design: Sketching

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Share

• Review your work with your team• You offer your feedback to others

• What you like • Questions about didn’t work for you• You’re not grilling your colleagues and this

is not a competition

Design: Sketching

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Revise

• Now sketch again/begin your wireframe with a more informed view, more and better ideas

• Iterate on your design

Design: Sketching

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Design: Sketching

Class Exercise: Collaborative SketchingIn teams, sketch your ideas.

Event Page1. Take 5 or so minutes first to discuss what

features belong here

Design: Sketching

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Design: Sketching

Class Exercise: Collaborative SketchingIn teams, sketch your ideas.

Event Page1. Take 5 or so minutes first to discuss what

features belong here2. Time for silent sketching

Design: Sketching

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Design: Sketching

Class Exercise: Collaborative SketchingIn teams, sketch your ideas.

Event Page1. Take 5 or so minutes first to discuss what

features belong here2. Time for silent sketching3. Time for sharing your sketches

Design: Sketching

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Sketching Tools:

The following apps are all for the iPad:

• Adobe Ideas (Free)• Bamboo Paper (Free)• Muji Notebook ($3.99)• Penultimate (Free)• SketchBook Pro ($4.99)• Paper (Free)

InfoDesign: Sketching Tools

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Wireframes

photo & sculpture by polly verity

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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

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Wireframing/Prototyping Tools:

• Adobe InDesign• Axure• Omnigraffle (Mac)• Microsoft Visio• Mockingbird (online, free)

Also:• Balsamiq• iPlotz• iMockups (iPad)• Omnigraffle (iPad)

InfoDesign: Wireframing Tools

Self StudySmashing Magazine: 35 Excellent Wireframing Resources

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Design: Sketching

Class Exercise: Final WireframeIn your teams, create your final deliverable, a home page for Events.com

Sketch First

1) Discuss features needed for a homepage2) Sketch your ideas for a homepage individually3) Review your sketches and provide feedback

Design: Wireframes

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Design: Sketching

Class Exercise: Final Wireframe

Then Wireframe

1) Now, each of you will create a final “wireframe” 2) Be sure to incorporate your team mates’ design

ideas and feedback

Design: Wireframes

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Design: Sketching

SabrinaJenny DonnyJerry

Don’t forget to keep your personas in mind

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Design: Sketching

Wireframe & Prototyping Tools

AxureDreamweaverInDesignVisio

Design: Wireframes

Develop

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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:• IA Meetup

• Brooklyn UX

• Content Strategy Meetup

Web Sites:• Alertbox• A List Apart• Boxes & Arrows• wireframes.tumblr.com

InfoAdditional 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

• Pratt – Course in Information Design

• Rosenfeld Media

• General Assembly

• Skillshare

• Adaptive Path

• The Information Architecture Institute

• The IA Summit

• Nielsen Norman Group

• User Interface Engineering

Video: The Right Way to Wireframe by Russ Unger (YouTube)

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Q&A

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Slideshare address:http://www.slideshare.net/stribs

My article on how to find an IA job:http://blog.onwardsearch.com/2012/08/information-architecture-a-guerilla-guide-to-breaking-in/

@stribs

InfoAdditional Info

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Design: Sketching

Wireframe & Prototyping Tools

AxureDreamweaverInDesignVisio

Design: Wireframes

Addendum:

• Grids• Dieter Rams: 10 Principles of Good Design• Defining Wireframes vs. Sketches, Templates, vs.

Pages

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Grids

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Grids

“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

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GridsDesign: Grids

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GridsDesign: Grids

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GridsDesign: Grids

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Grids

Self Study: Want to know more?

Learn more about design by grids:

960 Grid System960.gs

Design by Grid www.designbygrid.com

Hashgridwww.hashgrid.com

Design: Grids

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Good design is…

Good design is innovative.Good design makes a product useful.Good design is aesthetic.Good design makes a product understandable.Good design is unobtrusive.Good design is honest.Good design is long-lasting.Good design is thorough down to the last detail.Good design is environmentally friendly.Good design is as little design as possible.

© Dieter Rams, amended March 2003 and October 2009

Dieter Rams: 10 principles of good design

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Design: SketchingDefining Sketches Versus Wireframes, Templates Versus Pages

Templates Pages

Apply to many different pages Specific, may apply to a single page or screen

Examples: • basic page• category page• product page

Examples: • homepage• ecommerce or transactional

form

Sketches Wireframes

Quick More time-consuming

Few details Very detailed

Not typically delivered Professional deliverable