How to Build a Customer-Focused Information Architecture
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What is information architecture? Is it just about card sorting? What IS card sorting? This presentation will take you through the basics of information architecture (IA) and how you can create a customer-centric information architecture. Just as design isn't only for the designer, IA isn't just for the information architecture. Business people should care about it, too. We'll tell you why.
![— Louis Rosenfeld
http://bit.ly/1F7iPWn
[Information architecture is] the art and
science of structuring, organizing and
labeling information to help people find
and manage information.
“
”#IAatDMFB](https://image.slidesharecdn.com/customer-centered-information-architecture-150514191709-lva1-app6892/85/How-to-Build-a-Customer-Focused-Information-Architecture-14-320.jpg)
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How to Build a Customer-Focused Information Architecture
- 1. Building a customer-focused information architecture Devin Asaro, Content Strategist — @copydev Greg Harron, UX Strategist — @gregharron #IAatDMFB
- 2. Get the slides: bit.ly/CustomerIA Devin Asaro, Content Strategist — @copydev Greg Harron, UX Strategist — @gregharron #IAatDMFB
- 3. What is information architecture? #IAatDMFB
- 4. IA is not just your sitemap #IAatDMFB image source: http://bit.ly/1JFL0MU
- 5. IA is not just your content model #IAatDMFB image source: http://bit.ly/1JFL0MU
- 6. IA is not just your taxonomy #IAatDMFB image source: http://bit.ly/1JFL0MU
- 7. IA is not just your metadata #IAatDMFB image source: http://bit.ly/1JFL0MU
- 8. IA is not just your tagging structure #IAatDMFB image source: http://bit.ly/1JFL0MU
- 9. IA is not just your product hierarchy #IAatDMFB image source: http://bit.ly/1JFL0MU
- 10. “On the web, IA is structured information that contributes to the relationship of meaning between a website and the people who use it. HERE’S OUR DEFINITION ”#IAatDMFB @copydev
- 11. On the web, IA is structured information that contributes to the relationship of meaning between a website and the people who use it. (This is a two-way relationship) “ ” HERE’S OUR DEFINITION #IAatDMFB
- 12. (Actually… three) On the web, IA is structured information that contributes to the relationship of meaning between a website and the people and programs that use it. “ ” HERE’S OUR DEFINITION #IAatDMFB
- 13. Information architecture is about helping people understand their surroundings and find what they're looking for—in the real world as well as online. — The IA Institute http://bit.ly/1EE08pT “ ” BUT OTHER PEOPLE SAY SMART STUFF, TOO… #IAatDMFB
- 14. — Louis Rosenfeld http://bit.ly/1F7iPWn [Information architecture is] the art and science of structuring, organizing and labeling information to help people find and manage information. “ ”#IAatDMFB
- 15. Notice a pattern? #IAatDMFB image source: http://bit.ly/1bPp2eJ
- 16. The world is confusing. We’re here to help people navigate it. #IAatDMFB image source: http://bit.ly/1bPp2eJ
- 17. IA isn’t just for information architects, just as design isn’t just for designers. IA is for business people, too. #IAatDMFB
- 18. #IAatDMFB
- 19. My company can’t agree on anything. Do we need to fix our culture before we can build our IA? Yes and no #IAatDMFB
- 20. IA can actually help you overcome organizational conflicts. No. #IAatDMFB
- 21. First, you have to agree to reframe your thinking, and seek a common solution. …but yes. And that takes some doing. #IAatDMFB
- 22. #IAatDMFB How do we do it?
- 23. Phase One: Establishing IA Foundation image source: http://bit.ly/1H1Qsqw #IAatDMFB
- 24. First rule: Let your users make the important decisions. image source: http://bit.ly/1AWWLcW #IAatDMFB
- 25. Second rule: To create change, you have to look for new sources of information. #IAatDMFB image source: http://bit.ly/1zZP9eF
- 26. Interaction How do we get raw user information? Observation In the lab In the wild image source: http://bit.ly/1L0qZlhimage source: https://flic.kr/p/doVSMj#IAatDMFB
- 27. image source: http://bit.ly/1A09m3T Users ≠ Customers Your website is also an internal tool
- 28. Lay out your tools (in no particular order) image source: http://bit.ly/1E5uWPv Gather your tools Avoid the temptation to organize them
- 29. image source: http://bit.ly/1RF4ZRx Your CEO is NOT a primary user Balance opinion against empirical data
- 30. image source: http://bit.ly/1zXefL6 Phase Two: Create logical groupings #IAatDMFB
- 31. Restore order and corral the chaos #IAatDMFB image source: http://bit.ly/1zZPCgG
- 32. #IAatDMFB What do you need?
- 33. Ingredient #1: Doggie bag from Phase 1 #IAatDMFB image source: http://bit.ly/1zXefL6
- 34. Ingredient #2: Real live customers #IAatDMFB image source: http://bit.ly/1L1YPX3
- 35. Secret Ingredients: Pinch of courage + dash of speed #IAatDMFB image source: http://bit.ly/1ECscuu
- 36. But first, let’s demystify this card sorting stuff. What is card sorting? #IAatDMFB
- 37. …and there you have it. #IAatDMFB
- 38. What are we looking for? Consistency with user expectations! • natural groupings based on user mindset • clear, distinct meaning • mental models of how things relate to one another ambiguities terminology usage/understanding concept overlap #IAatDMFB
- 39. #IAatDMFB Open and/or closed OPEN = what things go together? CLOSED = test your labels HYBRID = test labels, allow user to customize Ideally, Open THEN Closed
- 40. #IAatDMFB Scenario 1: Wide Open image source: http://bit.ly/1JdgBYi
- 41. Users sort cards into logical groupings and provide a label for each category Open Card Sort #IAatDMFB
- 42. Scenario 2: Round Holes? #IAatDMFB image source: http://bit.ly/1A0kC0D
- 43. #IAatDMFB Closed/Hybrid Card Sort Hybrid Card Sorting exercise to identify common groupings and understand user mental models for information architecture.Users sort cards to predefined categories. With Hybrid version, users also have option to create new categories if they don’t see a true fit.
- 44. For best results… Mash up your methods #IAatDMFB • open vs closed • physical vs digital • moderated vs unmoderated • group vs individual • open then closed • moderated then unmoderated • compare customer and business stakeholder results
- 45. Practical stuff 1.30-40 cards is optimal, 50-60 max 2.Randomize card order (and categories if doing closed sort) 3.Vary wording and terminology on cards 4.Set time/workload expectations with participants up front 5.Encourage the participant to think aloud 6.Ask follow-up questions
- 46. #IAatDMFB Analyze results -Similarity - which cards were grouped together most commonly -Categorization - how often did cards get grouped to the same category -Qualitative review of notes and observations
- 47. #IAatDMFB Visualization of data clusters, showing % of participants in agreement with category groupings. What did we learn from this highlighted data point? Dendograms
- 48. Toolkit #1 Toolkit #2 Similarity Matrix #IAatDMFB Shows % of participants that grouped pairs of cards together - Highlights common pairings/ clusters.
- 49. Let the data do the talking #IAatDMFB image source: http://bit.ly/1K6gLSQ
- 50. Plenty o’ fish Lots of online tool options out there. OptimalSort UserZoom UsabilityTools ConceptCodify SimpleCardSort xSort and more… #IAatDMFB
- 51. What now? #IAatDMFB image source: http://bit.ly/1JHzhNX
- 52. We want to identify this path BEFORE we pave. #IAatDMFB
- 53. Tree Test Scenario-based test to quickly test intuitiveness of site navigation and architecture BEFORE building the site. #IAatDMFB
- 54. Tree Test Results Rich data generated automatically to support navigation and architecture decision making. #IAatDMFB
- 55. Tree Test First Click Results First-click results provide great insight into the distinct understanding of top level labels. #IAatDMFB
- 56. Tree Test Participant Paths & Destinations Results See how users navigated for each scenario #IAatDMFB
- 57. #IAatDMFB End Result: Customer-Validated Information Architecture
- 58. Questions? Devin Asaro, Content Strategist @copydev Greg Harron, UX Strategist @gregharron #IAatDMFB