Whether we realize it or not, UX is largely the art of tailoring the experiences we design to our content: its semantics, hierarchies, relationships and meaning. Some of the most important work necessary to successful experiences happens before anyone starts to sketch an interface.
This half-day workshop allowed participants to explore perspectives on how IA and Content Strategy provide important context that shapes user-experiences we design and allowed them to learn new tools, techniques, and strategies for designing content-aware interfaces.
10. Placemaking
The process by which
undifferentiated “space” is formed
into & experienced as “place.” !
Sensemaking
The process by which people
give meaning to experience. !
11. Structure & Message work together as part of making places & making “sense”.
Placemaking
aka, Architecture
Message
Structure
aka, Content!
Sensemaking
14. AFFORDANCE!
The perceived functional properties of objects,
places and events in relation to an individual
perceiver. !
Physical
Physical!
+ Semantic!
Simulated-Physical!
+ Semantic
Mostly Semantic!
19. RULES AFFECT COHERENCE OF “PLACE” FOR OUR CONTENT!
GOOGLE PLUS WEB!
Easily post content in the place I’m in.
GOOGLE PLUS APP!
Confusingly requires re-establishing place for content.
30. Peel off into groups of 3-5; pick a couple examples. !
!
- How are structure & content establishing one or more “places”? !
- What kind of place is being established? !
- How successfully is that happening?!
- Are there any places in play other than what is on the screen? !
37. ORGANIZATIONS ARE PLACES MADE OF INFORMATION
STRUCTURES THAT INFLUENCE WHAT WILL BE MADE!
Early org chart for what became IBM.
38. HOW WE TALK ABOUT THE WORLD
CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS!
These different terms have slightly
different connotations. !
Whatever terminology we use in our
architectures, it needs to reflect these
connotations. !
!
- Jesse James Garrett !
“Brand Driven Information Architecture” !
February 2004!
39. HOW WE TALK ABOUT THE WORLD
CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS!
From Moveo.com
From Zeromomentoftruth.com
40. HOW WE TALK ABOUT THE WORLD
CAN FIND ITS WAY INTO OUR SYSTEMS & ENVIRONMENTS!
Documentation
Technology
Culture & Conversation
customer
client
owner
conversion
product
purchase
sale subscription
user
cart
Requirements &
Agile “User Stories”
Database
Entities & Attributes
Colloquial terminology
Inside the company
41. THE UNDERLYING STORY ISN’T THE SAME AS THE “PROP” OF UI!
BUT WE TEND TO CONFLATE THE TWO!
Interface!
Underlying Story!
42. WE NEED TO UNDERSTAND THE ORGANIZATIONAL STORY
IT SETS THE BOUNDARIES FOR WHAT SHOULD BE MADE!
LABELS!
!
CONNECTIONS!
!
RULES!
!
What things mean to the org.
How things relate for the org.
The “business rules” !
of cause & effect.
43. ARCHITECTURES OF INFORMATION REQUIRE … !
Ontology!
Particular meaning
Taxonomy!
Arrangement of the parts
Choreography!
Rules for interaction among the parts.
45. TAXONOMY
“THE RULES OR CONVENTIONS OF ORDER OR ARRANGEMENT”!
Lists!
Trees!
Hierarchies!
Polyhierarchies!
Matrices!
Facets!
System Maps
NOT JUST
HIERARCHIES
46. SOME TOOLS FOR !
UNDERSTANDING !
THE ORGANIZATIONAL
STORY!
47. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF!
PERFORMANCE CONTINUUMS !
What is possible
for us to build
starts with the
language that we
use to describe
intention of what
we think is going
to be good.
50. UNDERSTANDING THE BUSINESS HELPS IT UNDERSTAND ITSELF!
ABSTRACT MODELING OF FUNCTIONAL NEEDS (WITHOUT IA/UI)!
Quality Shopping
Accessible Learning
Art Max needs to support discerning art supplies
Art Max emphasizes learning about art
shoppers: !
and how to use materials: !
- Clear that Art Max knows superior quality/brands !
- Expert tutorials provided for a basic
- Recommends higher quality, regardless of price!
techniques and uses of most common
- Expert reviews + customer reviews heavily
materials and tools. !
considered
!
Available!
Anywhere!
All digital information available in wifi-enabled stores, for personal devices & via kiosks;
learning multimedia playable on all major platforms; customer profile & tools mobileadaptive. !
Enables easy, rich sharing of content by Art Max’s dedicated, discerning customer
following that shares often via sites like, Tumblr, Flickr, and Pinterest. Art max is then
better able to become the source of choice for customers’ ambitions and “leveling up” in
materials quality.!
Art Max provides tools for cultivating
preferences in art supplies and tools of
the trade, helps customers remember
Social
context of their prior purchases and
makes suggestions based on what similar
artists have done. !
Tools & Resources
Sharing!
Platform Presences!
53. THE CUSTOMER “JOURNEY”
NOT A STRAIGHT LINE – IDIOSYNCRATIC USE OF ENVIRONMENT!
“
What we found were
3,000 completely
different paths! But
when we drilled down,
we found certain stops,
or “hubs,” in common.!
Zero Moment of Truth 2012
”
59. A HYPOTHETICAL USER’S STORY!
PRIMARY SHOPPING SCENARIOS:
End of lease, the seven year itch, new family
member reaches driving age, new baby,
other replacement need (accident)
CONTEXTS:
Situational: Cost of Ownership, Seating,
Cargo Space, Utility, Feature Benefits (e.g.
Fuel Economy)
Behavioral: Varies based on primary
scenarios
63. Media
and
consumer
reviews
NEED: A vehicle
that I won't hate
being seen in
Competitive
Comparison
Data
Photo
gallery
Exterior
Shots
NEED: To spend
less than
$30,000
Current
offers
Class
leadership
claims
I need to turn in my lease
vehicle
Where
will a tank
of gas get
him?
NEED: Ability to
travel with my
kids and all their
stuff.
Video Content
Featuring
Configurations
Packages
and
pricepoints
Will it Fit?
Chart/
Images
highlighting
everyday
cargo loads
NEED: Balance
of features and
fuel economy
Available
Accessories
Safety
features
Technology
Videos
Demonstraitons
66. ANOTHER USER’S STORY!
SCENARIO:
Adult student returning to college
CONTEXTS:
Situational: Budget, Time With Family,
Work Life Balance,
Behavioral: Fear/Insecurity, Confusion,
Hope/Excitement and many more
67. FORM A HYPOTHESIS!
EXPLORE OPTIONS
(Browse options and understand
qualifications
OVERCOME FEAR
(Via testimonial, Use Cases, Financial
Examples)
PLAN AND IMMERSE
(Browse an expert, Understand Tools)
TAKE ACTION
(Apply for pin, Download Forms,
Contact Advisor)