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UX: (still) the next step for Information Architects

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Description:
Peter Boersma's closing keynote presentation at the 2011 Polish IA Summit. By showing the T-model for IA, Peter explains that IAs are User Experience practitioners. Includes resources for IAs to become better UX practitioners.
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(still) the next step for Information Architects? Peter Boersma - April 8, 2011
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Page 1: UX: (still) the next step for Information Architects

(still) the next step for Information Architects?

Peter Boersma - April 8, 2011

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Peter in 5 minutes

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640

480

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Peter in 5 minutes

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5 years ago, at Italian IA Summit

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Peter

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Peter

Buon giorno! Mi chiamo Peter

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Piotr

Hello! Nazywam się Piotr

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one of the many Peters in IA

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UX: the next step for IAs?

1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?

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In the beginning, there was Little IA

IAIA

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Little IA“At one end of the spectrum, the little information architect may focus solely on bottom-up tasks, such as the definition of metadata fields and controlled vocabularies.”Peter Morville, Big Architect, Little Architect, http://argus-acia.com/strange_connections/strange004.html

Library & Information Science (LIS) structure, storage and use indexing, retrieval and search metadata, labeling and display data ➔ information ➔ knowledge deliverables: rules for ranking, content inventories,

card sorts, controlled vocabularies, sitemaps.

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and then, IAs discovered other fields

IA

Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science

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and discovered overlap

Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science

IA

overlap

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BIG IA

some tried to “solve” it this way

Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science

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BIG IA“At the other end [of the spectrum], the Big Information Architect may play the role of an orchestra conductor or film director, conceiving a vision and moving the team forward”Peter Morville, Big Architect, Little Architect, http://argus-acia.com/strange_connections/strange004.html

combining many fields and backgrounds concept design online information strategy enterprise information architecture deliverables: concept maps, storyboards, scenarios,

personas, use cases, wireframes, templates, usability tests, styleguides, roadmaps, metrics, etc.

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BIG IA

I donʼt agree

Industrial Design, Visual Design, Information Design, Interaction Design, Usability, Copywriting,Marketing & Communications, Computer Science

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IA

some skills are unique to IA

search, metadatathesauri

other fields other fields

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some skills we share with others

IA

navigation, labels, content, flows

other fields other fields

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IA

but I do believe IA is bigger

other fields other fields

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IA

because there are other aspectsselling, managing,

process, team, ROI

other fields other fields

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Business IA“The exercise of designing an information architecture – learning or defining what an organization is, what it wants to communicate and to whom, and what its business model is – is ultimately about strategy.”Lou Rosenfeld, The Tail Wags The Dog, http://www.ddj.com/documents/s=3257/nam1012432633/index.html

consultancy skills business insight deliverables: business model, ROI calculations,

target audience, usage scenarios, workflow, roles, design process, metrics, etc.

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IA

so, this is my T-model for IA

deep IA

business IA

shallow IA

other fields other fields

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UX: the next step for IAs?

1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?

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IxD usabilityIA

other fields have T-models too

shallow IA

deep IA

other fields other fields

business IA

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IAVisDID IxD

all of them!

InfoD

Usab CopyMarCom CS

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IA

and I believe the overlap is

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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User Experience“User Experience encompasses all aspects of the end-user's [online] interaction with the company, its services, and its products.”Nielsen Norman Group, User Experience - Our Definition, http://www.nngroup.com/about/userexperience.html

merging of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design

meet the needs of the customer strive for simplicity and elegance go beyond giving customers what they say they want produce products that are a joy to own, a joy to use

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UX: the next step for IAs?

1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?

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user experience is mostly other fields

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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IA

raise your hand if you are:

IxDInfoD

VisDID Usab Copy

MarCom CS

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?

but does your diploma say IA?

IxDInfoD

VisDID Usab Copy

MarCom CS

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IA

we all come from different fields

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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IxD usabilityIA

and we are all moving around

user experienceuser experience

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we all have our own T-shape

business

shallow

deep

user experience

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we are all UX practitioners!

business

shallow

deep

user experienceuser experience

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UX: the next step for IAs?

1. What is Information Architecture (IA)?2. What is User Experience (UX)?3. Is UX the next step for IAs?3. What are the next steps for IAs?

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What are the next steps for IA?

1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation

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IA

insight in overlap with other fields

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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IA

overlap with other fields

shallow IA

deep IA

other fields other fields

business IA

guerilla IA

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Guerilla IA

+ =Viva IA!

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Guerilla IA“Guerrilla IA is a set of simplified IA methods that can be a way for a company to gradually build up its reliance on systematic IA methods, starting with the bare minimum and gradually progressing to a more refined lifecycle approach.”Adapted from Jakob Nielsen’s, Guerrilla HCI: Using Discount Usability Engineering to Penetrate the Intimidation Barrier, http://www.useit.com/papers/guerrilla_hci.html

Focus on shallow skills Card sorting tools, content inventory templates Navigation & search patterns, evaluation criteria Standardized methods & documentation templates Success stories, cost-benefit examples

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What are the next steps for IA?

1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation

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IA

a definition of IA (okay, mine)

deep IAsearch, metadata, thesauri

navigation, labels, content, flows

selling, managing, process, team, ROI

simplified methods

business IA

shallow IAother fields other fields

guerilla IA

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What are the next steps for IA?

1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation

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IA

T-shaped education and experience

business IA

shallow IA

deep IAdeep IA

user experience

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IA

T-shaped education and experience

business IA

shallow IA

deep IAdeep IA

user experience

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IA

T-shaped education and experience

business IA

shallow IA

deep IAdeep IA

user experience

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moreelements of

user experiencereal-world design deliverables

peter boersmahttp://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables

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Process

Manage

Business

Strategy

Evaluation

Design

Research

theseinfluence the

User Experience too!

typicalUser-Centered

Design

http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables

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Business

Design

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Service Design

Roadmap

Prototype

RequirementsReviewTest

Scope

Optimize

Estimate

Beta

ConceptDetailed Design

Sketch

Personas

Competition

Process

Roles

Steps

Interviews

http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables

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Business

ResearchEvaluation

StrategyManage

Pitch

Scenarios

Position

Service Design

Roadmap

RequirementsReviewTest

Scope

Optimize

Estimate

Beta

Competition

Process

Roles

Steps

Interviews

http://www.slideshare.net/pboersma/more-elements-of-ux-realworld-design-deliverables

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What are the next steps for IA?

1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation

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worldwide-to-local organizations

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we need Peters everywhere!

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Pietro(m/f)

Who is the Italian Peter?

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Who is the Italian Peter?

Andrea Resmini

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5 years ago, at Italian IA Summit

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2011, Polish IA Summit

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IA

what is the situation in 2011?

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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IA

what is the situation in 2011?

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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Information Architecture in 2011events:

orgs:

mags:

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PragueCzech Republic

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MunichGermany

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Information Architecture in 2011events:

orgs:

mags:

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Information Architecture in 2011events:

orgs:

mags:

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IA

what is the situation in 2011?

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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Other fields in 2011other organizations:

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IxDA in Europe

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IA

what is the situation in 2011?

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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events:

orgs:

User Experience in 2011

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events:

orgs:

User Experience in 2011

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mags:

groups:

cocktails: Berlin / Paris / Amsterdam

books:

User Experience in 2011

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mags:

groups:

cocktails: Berlin / Paris / Amsterdam

books:

User Experience in 2011

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mags:

groups:

cocktails: Berlin / Paris / Amsterdam

books:

User Experience in 2011

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mags:

groups:

cocktails: Berlin / Paris / Amsterdam

books:

User Experience in 2011

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we have Peters in many places

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What are the next steps for IA?

1. Insight into overlap with other fields2. A definition of the field3. T-shaped education and experience4. Worldwide representation (for UX)

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IA

all of us are UX practitioners!

IxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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“I am a UX practitioner!”

IAIxDInfoD

VisDID Usab Copy

MarCom CS

user experience

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Information Architectsare UX practitioners!

Peter Boersma - April 8, 2011


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