Why do IA?

It is impossible to not do Information Architecture, so you are better off doing it intentionally.

Primary Responsibilities

» Build bridge between strategy and delivery– Design information hierarchy and flow,

including defining navigation structure, labeling, and searching systems

– Identify and organize content – Plan and execute usability testing

Key Deliverables

» Information maps» Low fidelity prototypes (Lo-fis)» User scenarios/user flow diagrams» Usability testing plan

Case study: Sierra Club website re-design

Scope of Project

» Strategic electronic communications plan

» Information architecture» 3 graphic design treatments» Working HTML pages - 15 templates» Web style guide

Strategy Process

» Interviews with key Sierra Club staff» E-mail survey of general membership

– Special focus on student members

» Formal audience segmentation

» User Experience Matrix

Strategy Process

Section

Name

SC Profile SC Goals Desired

Response

Experience

Parameters

Key Insights Audience

Goals

Audience

Profile“An organizationlinked to, andtakingresponsibility for,the natural world”

3 stages of

Sierra Club

effort:

• inspire

people• aff ect

institutions

• change the

env.

Communicate

that all who

join make a

dif ference.

Enable others

to feel

involved,

experience

dif ferent levels

of involvement

An optimistic

outlook that

“we can do

something”

Active

membership,

not passive.

Energize!

Inspire respect

for nature.

Involve people ondifferent levels.

Take

responsibility.

Associate

personal

optimism with

the concern for

the

environment.

In 5 years, a

much larger

number of

people acting

on their

connection to

the natural

world.

People who are

active in

environmental

action.

Members that

found their

action niche in

the

organization.

Grow their

personal

involvement in

the

environmental

issues.

Connect actions

to outcomes,

inspire timely

participation.

Outcomes:

- Celebrate

successes

- Acknowledg

e

participation

- Tell personal

stories

Participation:

- Calls to

action

- Personalize

involvement

and

information

(localize)

- Levels of

involvement

Connect

personal

experiences

to larger

issues.

High personal

expectations.

Dif ficult to

inspire.

Want to take

incremental

steps in

environmental

action

Maintain

flexible

choices.

Need to satisfy

high

expectations.

No personal

relationship

w/global

issues.

Env. Issues are

top concerns.

Personal

responsibility =

recycling.

Aware of

environ. Issues

through media.

Have many

choices in

careers,

products,

places to visit

and

organizations)

Believe they

will prosper in

li fe

professionally,

personally, &

Financially.

Strategic Recommendations

» Fundamentals– Develop logical & comprehensive

information hierarchy– Create a more consistent navigation

scheme

Strategic Recommendations

» Content prioritization– Highlight more current/dynamic info– Highlight past Sierra Club successes– Localize content

Strategic Recommendations

» Look & feel– Use imagery that incites emotion– Develop a more contemporary, active look

& feel– Orient look & feel more toward people

Information Map

Lo-fis

Graphic Design Treatments

What Is Usability Testing?

» At points in the development process, we stop and test our progress with users. We either ask them to figure out what it is or try to use it to do a typical task.

Who, What, When, Where, Why

» Early and often!

Usability Testing

Test 1: Information map and user flows» Basic processes/tasks» Labeling» Information structure/hierarchy

Usability Testing

Usability Testing

Usability Testing

Test 2: Low fidelity prototypes (LoFis) and design treatments

» Site flow and navigation» Key tasks» Graphic design comparison

Usability Testing

Usability Testing

Usability Testing

Complete working site or section prototype

» Tweak minor problems when possible» Develop “Help” or “FAQ” topics» Note issues for next release

Top 5 Usability Pet Peeves

1. Unclear labeling

2. Non-intuitive or inconsistent navigation

3. Lack of context

4. Getting as far away from your customer as possible

5. Ten pounds of shit in a five-pound bag