The fifth class of a 15 week course in Information Architecture taught at Parsons, the New School for Design. Topics include: Putting the Why before the what and the what before the how. The relationship of goals, requirements and features. How to deal with needed research and data as a requirement.
4. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
2
5. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
2
6. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
2
7. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
goals for the semester
2
8. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
goals for the semester
• Assigned group homework that is due today!
2
9. Last Class we...
• Introduced the topics ‘scope’ and ‘stake’
• Discussed the impact of assumption based scoping
• Discussed the needs of (stake)makers and stakeholders
• Learned about types of goals (directional and specific)
• Workshopped continuums to express our directional
goals for the semester
• Assigned group homework that is due today!
• Assigned workshop prep homework individually around
specific goals, which we will use today
2
13. Specific Goals should be
S.M.A.R.T so you know if you are
going in the right direction
q Specific
q Measurable
q Achievable
q Relevant
q Time bound
14. Finding the right measures
If you have a question about Examples to be looking at…
If something is effective Completion rates
Whether something is findable Speed to find
People’s Expectations Bounce Rates & Time on Site
Satisfaction Interviews, Surveys, Ask Sales and CSRs
Is enough Information provided? Are people clicking to further information
consistently?
Are people using the path as designed? Click path data
(Courtesy of Richard Dalton)
15. Two Goal Mad Libs:
<Increase, Decrease or Establish>
_______ by ____% over the next
_______ as measured by ______.
<Increase, Decrease or Establish>
_______ with <audience> over the
next _______ as measured by ______.
17. Example: mapping Specific
Goals to directional goals
Measure Measure
Engagement Conversion
5 4 3 2 1 0 1 2 3 4 5
6 Month Today
Goal
– Establish an average time on site with our loyalty
users of 2+ minutes (matching industry standards
for news sites)
– Increase the likelihood of loyalty users to click on
secondary materials from 10% to 20% through
better content tagging and human curation
18. Workshop Time!
Spend the next 40 minutes sharing your specific
measurable goals with your group. Put them in a
google document.
Each must be:
q Specific
q Measurable
q Achievable
q Relevant
q Time bound
q & ladder up to a directional goal
10
21. I am an
information
architect
I intend to because I believe
make the unclear clear everything is complex
put the what architecture frames
before the how problems, design solves
them
facilitate understanding understanding is
organize meaning, always good but it is
create clarity and equally important to
establish truth not understand
support goals, makers clarity is a
and users prerequisite of truth
by: Abby Covert & Dan Klyn
12
22. I am an
information
architect
I intend to because I believe
make the unclear clear everything is complex
put the what architecture frames
before the how problems, design solves
them
facilitate understanding understanding is
organize meaning, always good but it is
create clarity and equally important to
establish truth not understand
support goals, makers clarity is a
and users prerequisite of truth
by: Abby Covert & Dan Klyn
12
24. What as an adverb is Used to indicate
an estimate or approximation
What as a determiner means Asking
for information specifying something
14
25. Why we need
Change?
Stakeholder Interviews
Competitive Research
Heuristic Evaluation
Existing User Research
What Are How will
we doing? we do this?
Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes
User Segmentation Workshop
questions I help Functional Specifications
Goal Setting Workshop Content Inventory
Experience Brief Answer
Who to When Are we
Consider? Doing what?
User Research Flow, Maps and Roadmaps
Persona Development Scoping Workshop
Collaborative Design Session
15
26. Why we need
Change?
Stakeholder Interviews
Competitive Research
Heuristic Evaluation
Existing User Research
What Are How will
we doing? we do this?
Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes
User Segmentation Workshop
questions I help Functional Specifications
Goal Setting Workshop Content Inventory
Experience Brief Answer
Who to When Are we
Consider? Doing what?
User Research Flow, Maps and Roadmaps
Persona Development Scoping Workshop
Collaborative Design Session
15
28. Why we need
Change?
Stakeholder Interviews
Competitive Research
Heuristic Evaluation
Existing User Research
What Are How will
we doing? we do this?
Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes
User Segmentation Workshop
questions I help Functional Specifications
Goal Setting Workshop Content Inventory
Experience Brief Answer
Who to When Are we
Consider? Doing what?
User Research Flow, Maps and Roadmaps
Persona Development Scoping Workshop
Collaborative Design Session
17
29. Why we need
Change?
Stakeholder Interviews
Competitive Research
Heuristic Evaluation
Existing User Research
What Are How will
we doing? we do this?
Touchpoint Mapping Workshop tools I use + Wireframes and Prototypes
User Segmentation Workshop
questions I help Functional Specifications
Goal Setting Workshop Content Inventory
Experience Brief Answer
Who to When Are we
Consider? Doing what?
User Research Flow, Maps and Roadmaps
Persona Development Scoping Workshop
Collaborative Design Session
17
34. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
19
35. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
19
36. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
A photo sharing
FB application
focused on
spreading happy
pictures
19
37. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
A photo sharing A t-shirt
FB application giveaway
focused on mechanism
spreading happy
pictures
19
38. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
A photo sharing A t-shirt A bot that
FB application giveaway detects non-
focused on mechanism faces and
spreading happy flags them for
pictures moderation
19
39. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
A photo sharing A t-shirt A bot that Full Package
FB application giveaway detects non- redesign
focused on mechanism faces and focused on
spreading happy flags them for “happy”
pictures moderation
19
40. Why
Because someone else
has taken over our
brand on social media
What
We need a launch strategy for fall
2010 that builds a strong baseline fan
base on social media. Our target is
moms and we know there is the
potential for millions based on other
brands.
How
A photo sharing A t-shirt A bot that Full Package A TV
FB application giveaway detects non- redesign Commercial
focused on mechanism faces and focused on mentioning the
spreading happy flags them for “happy” social media
pictures moderation links
19
51. Goal (Defines Why)
An aim or desired
result
26
52. Goal (Defines Why)
An aim or desired
result
Requirement Requirement (Defines what)
A thing that is
needed or wanted,
or compulsory
26
53. Goal (Defines Why)
An aim or desired
result
Requirement Requirement (Defines what)
A thing that is
needed or wanted,
Feature Feature Feature Feature
or compulsory
Feature Feature Feature Feature (Defines how)
A distinctive
attribute or
Feature Feature Feature Feature
aspect of
something
Feature Feature Feature Feature
26
55. Goal (Defines Why)
Take back social
media for brand
27
56. Goal (Defines Why)
Take back social
media for brand
Requirement Requirement (Defines what)
A social media
launch strategy
27
57. Goal (Defines Why)
Take back social
media for brand
Requirement Requirement (Defines what)
A social media
launch strategy
Feature Feature Feature Feature
Feature Feature Feature Feature (Defines how)
A facebook
application
Feature Feature Feature Feature
Feature Feature Feature Feature
27
58. The many faces of a requirement:
• Potential New stuff/processes that could help to reach
goals
• Existing stuff/processes that will need to be taken care of
or changed to reach goals
• Communication efforts needed to support goals
• Research that is still needed
• Data that is still needed
28
59. Example Requirements
• Potential New stuff/processes: A custom facebook app with
Moderation team to manage the flow of entries. A giveaway mechanism
with a randomizer. A TV commercial. A Magazine ad.
• Existing stuff/processes: Redesign of packaging and corporate site
structure to accommodate social media initiative.
• Communication efforts: Press release on the effort to increase
awareness. Media buy for new TV spot and Magazine ads. Social media
team to respond to user comments.
• Research: How to get non-faces rejected? What kind of apps did
“Moms” enjoy and respond to?
• Data: baseline on # of social media followers of like (but not
competitive) brands
29
60. Homework
• As a group: Document requirements for meeting your goals.
– What is potential new stuff?
– What is the old stuff? How must it be changed?
– What will need to be communicated?
– What research is still needed?
– What data is still needed?
• Please submit your group homework by 6 PM Monday
October 15 via email
• Each of you should additionally come to the next class with
a list of 20 (yes, 20) feature ideas based on your
requirements.
• (Note: it may be best to designate areas for each group member to explore, it
will save you time in the next assignment)
30