wiad ghent 2016
TRANSCRIPT
Chickens and Eggs(a broader view of information architecture)
Eric Reiss@elreiss
WIAD 2016February 20, 2016
Ghent, Belgium
My premise for today’s talk:
If you don’t know where you’ve been, it’s difficult to see where you’re going.
I hope to dispell some myths:� IA was first invented in the ‘70s� IA relates strictly to digital information� Reading IA books will make you an IA
I also want to share my thoughts on three key issues:� context� psychology� changing content properties
My goals, your take -aways
“But gosh, I’ve been doing this fora long, long time .
Certainly others were doing thisbefore me ...”
And you could argue that Platowas actually the first person to
write about information architecture!
Content strategyAbelBailie/UrbinaBloomsteinHalvorsonKissaneLammMcGraneNicholsRachWachter-Boettcher
IAArangoCovertGilchrist/MahonMorvilleReissResmini/RosatiRosenfeldvan DijckWodtke/GovellaWurman
UsabilityKrugNielsenPearrowReissRubin/ChisnellSnitkerSpoolWroblewski
UXChandler/UngerCooperGoodwinGothelfGarrettKuniavskyNormanShedroffSafferUnger/Starmer
MarcomDruckerGodinKottlerPepperPetersRogers
AdvertisingCaplesHopkinsOgilvy
ServiceBeckwithCrosbyOsterwalderPolaine/LøvlieSeyboldSchneiderStickdornTschohlUnderhillZemke
Reading books is good.But don’t discount the value of
emprical experience and intuition .
And you gain experience everywhere !
And books won’t teach you the secrets of every great information architect:
• Curiosity• Empathy• Passion
Sadly, 16 years later , these groups still don’t really get along
• designers• academics• developers• marketers
Information architecture Model ver. 0.01(synthesis of ~900 terms, 8 April 2000)
Information
InformationArchitect
Information
UserIA Goals•Meet user-needs•Mediation•Usability•Added value
•Navigate•Search•Browse•Evaluate
•Design•Implement•Structure•Tag/index
•Analysis•Model•Classify•Evaluate
•Create•Own•Edit•Manage
Standards
DisciplinesPolicies
Technology
How do we do information architecture?
• Gather things in convenient categories• Call things something recognizable• Put things where they can be found
Wurman’s LATCH model (1994)
L – LocationGhent is a city in Belgium
A – AlphabetGhent starts with the letter “G”
T – TimeGhent dates back to the stone age
C – CategoryGhent is a “marine west coast climate”
H – HierarchyGhent is the largest city in Eastern Flanders
Once you understand the “ why ” of IA, the “what” and “how” are mostly a
matter of common sense and practice.
� An ergonomic seat designed for one person� Optical lenses invented by Benjamin Franklin� Alcoholic mixture invented by Dr. Iain Marshall � Incandescent device invented by Thomas Edison� Fabric made on a loom invented by JM Jacquard� Rouge Royale (marble)� Baskerville Light (typography)� Domesticated mammal
(This is often how our clients look at their content)
Content objects
� Armchair� Bifocal eyeglasses� Manhattan Cocktail� Lightbulb� Wool jumper� Tabletop� Book� Cat
(This is an easier way to look at content)
Content objects (simplified)
Sensory assistance
Warmth/comfort
Sensory assistance
Convenience/aethetics
Convenience/comfort
Education/information
Companionship
Chemical stimuli
Message: You have to understand the big picture in order to make good
tactical decisions. And the big picture is found in the business plan .
Message: the IA behind theInternet of Things
has always been here.
It just hasn’t always been on the internet! Now, it’s up to us to form the
electronic “arrows”
� Buy camera and case at same time� Expectation that some high-end cases would be sold
� Case bought separately – two choices� Expectation that mostly low-end cases would be sold
� Case bought separately – three choices� Expectation that mostly mid-range cases would be sold
Inspired by Dr. Susan Weinschenk
Three different scenarios
A – cassette tape
B – mirror
C – music CD
D – tin-can lid
Which of these items seems least relevant?
A – cassette tape
B – mirror
C – old car hubcap
D – tin-can lid
Which of these items seems least relevant?
A - a cube and a square
B - a cube and a sphere
But here’s my original question…did you change from A to B? If so, you probably started to see the generic properties.
A - a sphere and a circle
B - a sphere and a cube
Which seem more alike?
Message: to find new contextual relationships, you must look at
the generic properties of the content
I hope to dispell some myths:� IA was first invented in the ‘70s� IA relates strictly to digital information� Reading IA books will make you an IA
I also want to share my thoughts on three key issues:� Creating meaningful context� Understanding psychology� Identifying generic content properties
My goals, your take -aways
Bonus material
(a basic process for introducing IA/UX as an integral part of how an
organisation does business when the stakeholders just want to continue
doing business as usual)
Reiss’s Integration Model (3:24 AM)
� Figure out the business problem� (Read the business plan)
� Understand the opportunities� (Identify ways to create value through IA/UX)
� Channel your energy� (Don’t get sidetracked by naysayers)
� Kiss some ass� (A sad part of doing business)
� Institutionalize the process� (Find your champions. Spread the word)
� Take care of the business goals� (Show the stakeholders the money!)
But above all else, there are three skills every great IA demonstrates:
Passion, curiosity, and empathy
With these, you can rule the world!
The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 07 07Mobil: (+45) 20 12 88 44Twitter: @[email protected]
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