Date post: | 20-Mar-2017 |
Category: |
Design |
Upload: | jessica-duverneay |
View: | 1,230 times |
Download: | 0 times |
Information Architecture
02.18.2017
The Strategic Structure of Great UX
Jessica DuVerneay
Manager, Strategy
One North Interactive
Chicago, IL
3
Explain the relationships between Strategy, IA, & UX.
Share My Failures.
Help You Avoid Them.
Story Time
6
Building a Mud Hut
7
Building a Mud Hut
8
Building a Mud Hut
Day 3
9
Building a Mud Hut
MUDSLIDE!!!
10
Aspirational Concrete Complete
Story Time Part 2
13
Strategy IA UX
Definition May Look Like
An abstract but clear and concise path forward for digital products or
services.
Supports business strategy and user needs.
Deciding what places to make.
The “Why”
Stakeholder Alignment
Market Research
Competitive Analysis
User Research
Roadmap
KPIs & Goals
Strategy
15
Definition May Look Like
The creation of intentional structures that support the
extension of strategy into digital and physical places.
Making places made of information that allow meaning making, wayfinding, findability, and
understanding.
The “What”
Taxonomy
Sitemap
Navigation & Wayfinding
Wireframes
Content Model
Metadata & Labels
Information Architecture (IA)
16
Definition May Look Like
Delightful interactions and meaningful experiences centered
around user needs and expectations – making the places
of information be the best that they can be in order to gain product or
service traction.
The “How”
User Flows
Personas
Interactive Prototypes
User Testing
Cross Channel Touchpoint Map
Interaction Design
User Experience (UX)
17
18
We Had A Digital Strategy & Roadmap
19
Short Term2017 – Release 1
Establish the CoreReplace several aging websites with a consolidated, integrated, mobile-friendly presence.
Medium Term2-3 Years – Release 2+
Extend ConnectionsFurther integrate digital marketing tools, create a more connected experience, and track behavior across channels.
Long Term3-5 Years
Personalize ExperienceOffer a personalized, seamless digital experience that replicates the feeling of offline interactions and adds real value to relationships.
We Had A Website Strategy
20
Information Architecture
Experience & Visual Design
Technology Implementation
Plan
Content Governance Plan
• Journeys achieved through relational data
• Improved navigation
• Robust Search
• Evolved visual direction
• Responsive Design
• Achieve desired level of accessibility compliance
• Implement a combined site architecture with CMS
• Migrate appropriate site content
• Position content management in a single backend instance
• Achieve desired level of accessibility compliance
• Execute a comprehensive redirect strategy
• Enable tracking of anonymous visitors
• Import contacts from CRM to enable tracking of known users
• Simplify ecosystem toolset to essential systems
• Enable Active Directory login to CMS for content administration
• Plan for content ownership and roles
• Content workflow diagram
• Guidelines, procedures and tools to operationalize content governance
• Main site navigation structure and “sub-sites” identified
• Sub-navigation for sub-sites determined
• Clarified service architecture – clearer paths across industries and practices, and better connections between entities
• New topic-based taxonomy for easier content discovery
• Header and footer content determined
We Had A Plan for IA
21
• Clarified product architecture – clearer paths across types of
offerings , and better connections between these offerings
• New taxonomy for easier content discovery
• Main site navigation structure and “sub-sites” identified
• Sub-navigation for sub-sites determined
• Header and footer content determined
And We Needed it…
22
55global nav
product elements
35%use the words
“Advising”, “Consulting”, or
“Services”
6mega-products that
contain a poly-hierarchical mix of
other products
We Had A Process for IA
23
1: Gather Inputs
• Review current client engagement with service pages
• Discussions with marketing & firm area leaders (as needed)
• Competitive comparison
2: Recommendations
• Collaborate with internal stakeholders on revisions
• Draft clarified service architecture
• Illustrate impact to site navigation, content structure
3: Implications
• Integrate into navigation and content design
• Map existing content to new structure
IA UX & Design
Design & Functional
Specs
FED & Development
FED & Development
OCT NOV DEC JAN FEB
We *Had* A Process for IA
25
1: Gather Inputs
• Review current client engagement with service pages
• Discussions with marketing & firm area leaders (as needed)
• Competitive comparison
2: Recommendations
• Collaborate with internal stakeholders on revisions
• Draft clarified service architecture
• Illustrate impact to site navigation, content structure
3: Implications
• ? Integrate into navigation and content design
• ? Map existing content to new structure
26
27
28
IA UX & Design
Design & Functional
Specs
FED & Development
FED & Development
OCT NOV DEC JAN FEB
Strategy IA UX
Putting it Together
Aspirational Concrete Complete
33
Aspirational Concrete Complete
35
Mud hut
Strategy IA UX
37
38
?
Strategy IA UX
Strategy IA UX
Aspirational Concrete Complete
Abstract strategy is made concrete through IA;
Concrete IA is made complete through UX
Strategy IA UX
Aspirational Concrete Complete
“We want to build a library”
“We need bricks, and we need to stack the bricks intelligently, in
the right order”
“We have a house, we plaster the walls and make sure the doors are in the
right spot”
Big Picture Structure Interaction
You might say:
42
Strategy IA UX
Strategy IA UX
Strategy IA UX
Strategy IA UX
Now What?
I Messed Up.
Learn from failure.
50
I Should Have:
Known the questions can we answer with each phase and how they are interdependent
Understood the reasons these phases are descopedand explain what can happen if we descope or skip
Provided Concrete Examples of how IA will impact the project
Showed how IA can expand beyond the site UX into visual design, build, service, and experience design
Taken a time out!
Strategy IA UXWhat do we want this to do? Why?
Who is this for?
What are our constraints?
What does success look like?
How might this differentiate us from our peers?
How is this related to other parts of our ecosystem?
Based on what we know about our strategy, what pieces do we need?
How are they organized?
How will this structure meets the needs of the org? Of the people using it?
Now that we have the pieces and and a sense of how they work together, how can we make this awesome?
Questions We Can Answer
51
“It’s fine the way it is.
We don’t have time.”
“No budget for that step.
It’s too politically loaded."
“We can do it better internally.
That’s not in scope.”
“It’s not important.
Just add that in when you make the designs.”
Strategy IA UX
Products that don’t address a business need
Specific tactics deployed without the intended
results
Something that will not be valuable or have utility in
the near future
Wasted budget
Products that don’t make sense & are hard to navigate
Disorienting user experience,even though design, or UI might
seem fine (or even great)
Issues with findability & scalability
Difficulty creating great UX
Complications & increased budget in build
Low user adoption & opinion of the system
Increased calls to support
Poor Conversion
Odd or lack of integration with the rest of the
information environment
If We De-scope or Skimp, Expect:
53
The Numbers
54
7.5 weeks of time
burned
4.5xover the cost of initial IA phase
4team members that
had headaches
55
Advocate & Make Clear the Value of IA
Tell Your Stories
Know the questions can we answer with Strategy, IA & UX -and how they are interdependent
Understand the reasons Strategy, IA, & UX are de-scoped, and explain what can happen if we de-scope
Provide Concrete Examples of how IA will impact your project
Show how IA can expand beyond the site UX into visual design, build, service, and experience design
Take a time out (or go guerilla)
56
?
57
Next Steps
59
Books
Information Architecture -For the Web and Beyond, 4th Edition - Rosenfeld, Morville, Arango
How to Make Sense of Any Mess - Covert
Understanding Context - Hinton
60
IA Institute & Mentoring Program
WIAD
Library of Online Resources
Mentoring Program
Leadership Opportunities
Salary Survey
iainstitute.org
61
2017 IA Summit
Vancouver, Canada
March 22-26, 2017
IA, UX, & Strategy
3 Days, 3 Tracks
Pre-conference workshops
iasummit.org
62
Work (Shameless Plug)
One North is Hiring: • UX Strategists• Senior UX Strategists• Senior QA• Developers / FED• Account Coordinator• …More!
onenorth.com/careers
THANKS!