Successful Information Architecture The Art and Science behind Successful Information Architecture
Successful Information Architecture - the art and science
Jan 27, 2015
What is the cost of finding information? What is the cost of decisions without proper information? And what about missing customers who cannot find you or your products?
A successful information architecture enables people to step logically through a system confident that they are getting closer to what is needed. Somewhere between data and knowledge there is information that needs to be structured, organized, managed and properly tagged in order to be found and used.
However, putting together content in a form that can be understood and receive business value does not happen by chance. If you know the answers then you know the value of better navigation, improved usability and improved access to information.
A successful information architecture enables people to step logically through a system confident that they are getting closer to what is needed. Somewhere between data and knowledge there is information that needs to be structured, organized, managed and properly tagged in order to be found and used.
However, putting together content in a form that can be understood and receive business value does not happen by chance. If you know the answers then you know the value of better navigation, improved usability and improved access to information.
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Successful Information Architecture
The Art and Science
behind Successful Information Architecture
About me
Ivelin Andreev The art and science behind a successful IA
• Project Manager @o 11 years professional experience
o .NET Web Development MCPD
o SQL Server 2012 (MCSA)
• Business Interests
o Web Development, SOA, Integration
o Security & Performance Optimization
o Horizon2020, Open BIM, GIS, Mapping
• Contact meo [email protected]
o www.linkedin.com/in/ivelin
o www.slideshare.net/ivoandreev
Agenda
• Information Architecture (IA)
• Information seeking behaviours
• Understand users
• Successful IA
• Top 10 IA mistakes
• Emotion and IA
• Tools & patterns
Ivelin Andreev The art and science behind a successful IA
¨I can’t find anything!¨
The symptom of a faulty information architecture
http://contemplativepathways.files.wordpress.com/2012/08/cornwallsglendurgan_1280x.jpg
Still Wondering what IA is?
• In•for•ma•tion ar•chi•tec•ture n. (www.iainstitute.org)
1. Structural design for intuitive access to content
2. Organization, labeling and navigation to support usability and findability
3. Bring principles of architecture and design to IS
One of the most effective ways to define something is by
identifying its boundaries
What isn’t IA
• Graphic Design: How it looks (Art)
• Interface Design: How it looks before I touch it (Science)
• Interaction Design: How it works after I touch it
• Web Design: How it works in a browser
• UX Design: How I feel about it
• Information Architecture: How it's organized
Why care about IA?
What is the cost:
• Finding information slowly
• Not finding informationo Bad decisions
o Duplicate effort
o Lost customers
• Maintenance
• Training
• Brand value
¨Knowledge is power¨
Information is [what] ?
http://www.michaelyamashita.com/gallery/large/Mekong_33.jpg
D-I-K-W
http://www.thinkinc.com/wpcontent/uploads/2013/09/DataInformationKnowledgeWisdom.png
In Seek of Information
• Consumers (Findability)o Critical success factor
o Browse, search, ask…
• Providers (Managibility)o Efficient content management
o Clear policies and procedures
• Researchers (Science & Art)o Ethnography, Usability Engineering
o Ambiguity and complexity of human mind
Creativity
Proficiency
Usability
Reliability
Functionality
The Maslow Model Translated
Art
Science
Eyes don’t lie
Eye Tracking
• Measure eye activity
o Cost: 5’000$ - 40’000$
• Process & visualize data
• Interpret data
o What is seen
o Areas drawing attention
o How quickly the eye moves
o Path of gaze
o Measure the Index of Cognitive Activity
• Apply results
The F-Pattern
“Eyetracking visualizations show that users often read Web pages in an F-shaped pattern”
J.Nielsen
F-Pattern Implications
• Write for the Web, not for print-out
• Users do not read content thoroughly
• The first two paragraphs must state the important
• Start paragraphs and bullets with informative words
You Look Where They Look
How to (Methods & Deliverables)
• Design for somebody, not everybody
• Research rather than opinion
Step How
1. Stakeholder & user goals Interview
2. Define content Headings, Sections
3. Organize content Card sorting
4. Label content Thesauri, dictionaries
5. Functional aids Search, Wizards, Progress indicators, Retrieval algorithms
6. Navigation Site maps, Site flow diagrams
7. Mockup templates Wireframes
Users spend most of their time on other websitesJakob's Law of the Internet User Experience
http://moocnewsandreviews.com/wpcontent/uploads/2013/06/MOOCresearchoneffectivehabitsofpowerusers.jpg
Characteristics of a Successful IA
1. Visibility of system status
2. Match between system and the real world
3. User control and freedom
4. Consistency and standardization
5. Error prevention
Characteristics of a Successful IA (2)
6. Recognition rather than recall
7. Flexibility and efficiency of use
8. Aesthetic and minimalist design
9. Help users recognize and recover from errors
Top 10 Information Architecture mistakes
http://arnequinze.com/root/footage_ChaosinMotion/ChaosinMotion02.jpg
Five Users are Enough!
http://www.nngroup.com/articles/cardsortinghowmanyuserstotest/
• N (1-(1- L ) n ) o N – total number of usability problems
o L – proportion of usability problems found by 1 user (typically 31%)
o n – actual users
Top IA Mistakes
1. No structure
2. Search and structure not integrated
3. Missing category landing pages
4. Extreme polyhierarchy
5. Microsites poorly integrated with main site
Top IA Mistakes (2)
6. Invisible options
7. Uncontrollable navigation elements
8. Inconsistent navigation
9. Too many techniques for navigation
10. Fancy termed menu items
¨Attractive things work better¨
Emotional Design, Don Norman (2004)
http://www.design42day.com/news/transportation/30751/sadabike
Levels of Visual Design
Don Norman identified 3 levels:
It is not for the software product
Focus on the impact it leaves on customers
http://www.distractify.netdnacdn.com/wpcontent/uploads//2014/04/vyacheslavmishchenko7934x.jpg
Build UX for Emotion
“Emotional design is your insurance to maintain users’ trust when things go wrong”
Aaron Walter
• AppealingGrab the user’s attention and influence perception.
• EffectiveGuide the user’s attention, ensure he finds what he is looking for.
• PleasurableAllow the user to appreciate your website and have fun.
• MemorableBuild a relationship and ensure positive memory of you.
Tools & Patterns
• Heatmap (Demo)o http://crazyegg.com
• Design Patternso http://ui-patterns.com/patterns
• Sample Design Solutionso http://patterntap.com
o http://www.smileycat.com/design_elements/
• How To Guideso http://www.usability.gov/how-to-and-tools
o http://guidelines.usability.gov/
Takeaways
• Bookso “IA for the World Wide Web”, L.Rosenfeld & P.Morville
o “Emotional Design”, Donald Norman /2004/
o “Design for Emotion”, Aarron Walter /2011/
• Articles
o Nielsen Norman Group
o www.nngroup.com/articles/
o IA Institute
o www.iainstitute.org/library/
o UI Engineering
o www.uie.com/articles/
SQLSaturday #311 in October!
http://www.sqlsaturday.com/311/
jQuery Bulgaria, November
http://www.jquerybulgaria.com/
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