information architecture the basics - user needs
Post on 18-Oct-2014
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Let's talk about I.A. basics. The most important part is to keep "User Needs" in mind.TRANSCRIPT
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Information Architecture
-The Basics-Presented by Kero Yu
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About Kero
• Digital Art Design, Donghua University, China
• New Media Design and Web Development Senior Management Certificate, BCIT, Canada
• Worked at: Sharp Point Press, Gamebase. eBay Taiwan, Electronic Arts
• Now owns a column at TechOrange.com
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What is I.A.?• The structural design of shared information
environments.
• The combination of organization, labeling, search, and navigation systems within Websites, intranets and interactive media.
• The art and science of shaping information products and experiences to support usability and findability.
• An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.
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StructuringOrganizingLabeling
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Finding and Managing
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Art and Science
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Why I.A. matters?• The cost of finding information
• The cost of not finding information
• The value of education
• The cost of construction
• The cost of maintenance
• The cost of training
• The value of brand
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In short, I.A. will save your time & money, and make
people love your site.
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Basic ModelFriday, 2 August, 13
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Context
• Business goals, funding, politics, culture, technology, resources, and constraints
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Users
• Audience, tasks, needs, information seeking behaviour, experience
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Content
• Document/data types, content objects, volume, existing structure
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Practice:Explain IA to Others
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User Needs and Behaviours
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All websites servesinformation.
All users come to a site for information needs.
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The Too-SimpleInformation Model
• User asks a question.
• Black Magic! (Something happens.)
• User receives the answer.
• Finish!
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Things are notalways that simple.And, prior to all...
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When studying IA,we need to know
the motivations behindevery behaviour.
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If we don’t think about it, we’re just wasting time to make
something that no one cares.
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Users’ Questions
• Where am I? (What is this site about?)
• Is there anything I need?
• Why I should be here?
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What do users want?Let’s use the metaphor of
fishing to get at the answer.
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Known-item seekingThe too-simple model would solve it.
The Perfect Catch
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Exploratory seekingYou hope that whatever ambles in will be useful.
Lobster Trapping
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Exhaustive researchYou try to drag up everything you can.
IndiscriminateDrift Netting
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Need-it-again re-finding I’ve seen you before.
White Shark
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Information-Seeking Behaviours
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Major Seeking Behaviours
•Searching
•Browsing
•Asking
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And we know how to approach.
(Search engine, list, email or forum)
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More Complex Models
•Berry-picking
•Pearl-growing
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Berry-pickingKeep picking bits of information
along the way and modify the requests.
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Pearl-growingYou want “more like this one”.
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Figure out what’s the best way for your users to find information, and apply it.
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Be sure theyreally need it.
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So, which modelshould we choose?
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There’s no correct answer.Just stick to
“two-step”model.
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... and keep“User Needs”
in mind.
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Tons of IA options
• Organization Systems
• Navigation Systems
• Search Systems
• Labeling Systems
• Browsing/Searching Aids
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80/20 PrincipleOnly 20% of IA options fit user needs.
Your job is to figure it out.
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Practice
• Imagine the browsing experience on a travel agent website.
• Give examples of all 4 seeking motivations and describe about when and how integrations/iterations happen.
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THANK YOU!
• Tell me you how you think about the first lecture, what your favourite part is, and how I can improve it.
• E-Mail: [email protected]
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