4. Intro Introduction Robert Stribley I’m an senior information architect at Razorfish, writer of music and arts reviews, producer/promoter for a variety show, photographer of various things
5. Intro Robert Stribley I’ve worked with clients such as, Bank of America, Smith Barney, Wachovia Boston Scientific, Nasonex Choice Hotels Computer Associates, EMC Ford Nextel Travel Channel, Women’s Wear Daily Introduction
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7. Intro Introduction Goals of this workshop Understand the basic concepts of user experience design Experience the general process and techniques used on a design project
9. Pattern Recognition: In cognitive psychology, the ability to identify familiar forms within a complex arrangement of sensory stimuli Butterfly on the New York City Highline
10. Butterflies at the American Museum of Natural History’s Butterfly Conservatory.
11. Butterflies at the American Museum of Natural History’s Butterfly Conservatory.
12. Owl butterfly at the American Museum of Natural History’s Butterfly Conservatory.
19. The structural design of an information space to facilitate task completion and intuitive access to content.
20. The art and science of structuring and classifying web sites and intranets to help people find and manage information.
21. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.Navigation Interaction Art/Science Discipline/ Community Information Architecture for the World Wide Web (1st Edition), p . 4, Rosenfeld and Morville
22. Background Background: Defining IA The Information Architecture Institute defines information architecture as “the art and science of organizing and labeling websites, intranets, online communities and software to support usability.”
23. Background Background: Defining IA "It's hard to say who really is an information architect. In some sense, we all are.” — Alex Wright, Author Glut
24. Background: History A Brief History of IA 1975 Richard Saul Wurman coined the term “information architecture” to describe the field now more likely described as “information design” 1994 Formation of Argus Associates in Ann Arbor, WI, the first firm devoted to IA 1998 First edition of Peter Morville and Lou Rosenfeld’s Information Architecture for the World Wide Web, affectionately known as “The Polar Bear” book
31. Design Process Design Process metaphor: architectural plans Flickr.com: Cornell University Library
32. Design Process The goal of user experience (or user centered) design Communicate a message that allows users to accomplish their goals easily, simply, and rapidly. Design Process
57. Our Project Events.comwants to revamp its website to become the go-to online resource people wanting to both attend and promote events across the United States. Our Project
60. User Research “Through research, we aim to learn enough about the business goals, the users, and the information ecology to develop a solid strategy.” Louis Rosenfield & Peter Morville Discovery: User Research
62. User Research Methodology Focus Groups Surveys Interviews Goals Identify patterns and trends in user behavior, tasks, preferences, obstacles. Discovery: User Research
63. User Research Class Exercise: Survey Questions How do you learn about events in NYC? What type of events are you interested in? What’s more important to you: Price Type of Event Location Date How often do you attend the events? Do you ever need to promote an event? Do you ever invite people to an event? Discovery:User Research
65. Discovery: Competitive Audit “This type of assessment helps set an industry ‘marker’ by looking at what the competition is up to, what features and functionalities are standard, and how others have solved the same problems you might be tasked with.” Dorelle Rabinowitz Discovery: Competitive Review
66. Competitive Review Discovery: Competitive Review Methodology Usability Criteria Scorecard Heuristic Evaluation Goals Review and analyze competitor sites according to particular criteria Draw key findings, which can influence and guide IA through the design phase Also: Comparative Reviews
68. Competitive Review: Flavorpill Discovery: Competitive Review Flavorpill “ Flavorpill loves culture. We embrace the high-brow, low-brow, underground, mainstream, and everything in between — as long as it's good. A city guide for those who like to go out, Flavorpill publishes a daily update of worthwhile cultural-event listings, from art exhibits and readings to concerts, plays, and festivals. ” http://flavorpill.com/about
69. Competitive Review: Flavorpill Discovery: Competitive Review Home Page Search Recent Activity Our Pick What’s Happening Today Events calendar Featured Venue Featured Events Giveaways New York Guide
85. Going.com Competitive Review: Going.com Discovery: Competitive Review “ Going helps you find fun things to do and fun people to meet. Ever wish there were one place where you can find all the events around town? Want to know whether an event is worth going to and see who else likes it? Looking to meet some new people who are up for doing fun things? We felt the same frustration and decided to do something about it. The result is Going: we now have hundreds of events a day and thousands of people who are up for doing fun things. ” http://newyork.going.com/about_site
86. Home Page Post an Event Search Inbox Organizer Tools What’s Popular this Week City Feed Recession Busters Top Searches (tag cloud) Photo Booth Competitive Review: Going.com Discovery: Competitive Review
105. Link to Google MapsCompetitive Review: Going.com Discovery: Competitive Review Functionality
106. Discovery: Competitive Review NYCgo.com “ NYC & Company is New York City’s official marketing, tourism and partnership organization. Our mission is to maximize travel and tourism opportunities throughout the five boroughs, build economic prosperity and spread the dynamic image of New York City around the world. ” http://nycgo.com/?event=view.footerArticle&id=49568 Competitive Review: NYCgo.com
148. Personas “Personas summarize user research findings and bring that research to life in such a way that everyone can make decisions based on these personas, not based on themselves.” Steve Mulder Definition: Personas
149. Personas Characteristics of Effective Personas Varied and distinct Detailed Not weighed down with minutiae Tied into business-specific goals Backed by data Definition: Personas
150. Personas Methodology Cluster Analysis Goals Create a narrative based on real data to illustrate user behavior, motivations, goals Definition: Personas
152. Personas Definition: Personas Sabrina, 27 The party planner Location: Gramercy Park Attitude: Organized, outgoing Financial Perspective: Generous, bit of spendthrift Online Habits: Avid user of social networking sites, Twitter, Facebook, etc Quote: “I love getting bunches of friends together to attend all these NYC events. There’s so much great stuff to do in this city!” Big Budget Planner Promoter Small Budget
153. Definition: Personas Jerry, 44 The out-of-towner Location: Cincinnati, OH Attitude: Casual, yet adventurous Financial Perspective: Moderate spender Online Habits: Utilitarian use of the Web to research trips, read about the arts and pay bills Quote: “I’m visiting the Big Apple with my wife and we want to check out some art-related events.” Big Budget Planner Promoter Small Budget
154. Personas Definition: Personas Donny, 38 The local comedian Location: East Village Attitude: Laidback, loosely organized Financial Perspective: Frugal, paycheck to paycheck Online Habits: Spends time networking, promoting his act online, haunts comedy sites Quote: “I land a few comedy gigs around the city and I want to promote them better.” Big Budget Promoter Planned Small Budget
155. Personas Definition: Personas Jenny, 33 The professional promoter Location: Williamsburg Attitude: Busy, disciplined, professional Financial Perspective: Healthy budget for promotions and advertising Online Habits: Heavy use of social networking sites both professionally and personally, shops online Quote: “I manage a few bands and DJs and I have to ensure they’re listed in the right, targeted places.” Big Budget Planned Promoter Small Budget
158. Obstacles/pain pointsDetermine 3 tasks your persona might attempt to complete on Events.com Select a spokesperson to share your findings with us Definition: Personas
162. Card Sorting Definition: Card Sorting “There are often better ways to organize data than the traditional ones that first occur to us. Each organization of the same set of data expresses different attributes and messages. It is also important to experiment, reflect, and chose which organization best communicates our messages.” Nathan Shedroff, Experience Strategist
163. Methodology Grouping and labeling with index cards, post it notes Goals Find names for groups of content based on user’s perspective Organize content more efficiently Definition: Card Sorting
164. Class Exercise: Card Sorting As individuals: Take 5 minutes to think of all events a person could attend Definition: Card Sorting
165. Class Exercise: Card Sorting Now: Take 2 or 3 minutes to organize your events into categories (group & label) Then we’ll share some categories Definition: Card Sorting
169. 85 Design Concepts Affordance “Perceived properties that determine how a thing is used [and] provide strong cues to the operations of things.” - Donald Norman
170. Design Concepts Design Concepts Mapping Relationship between two things http://flickr.com/photos/annavsculture/441610821/
171. Design Concepts Design Concepts Constraints Limitations that constrain possible interactions http://flickr.com/photos/hippie/2561854165/
172. Design Concepts Design Concepts Visibility “Just the right things have to be visible: to indicate what parts operate and how, to indicate how the user is to interact with the device.” - Donald Norman http://flickr.com/photos/huladancer22/530743543/
173. 89 Design Concepts Design Concepts Feedback “Sending back to the user information about what action has actually been done, what result has been accomplished.” - Donald Norman
177. Grids Design: Grids “The true benefit of using a grid is that as you learn how to use a grid, you start to think systemically about the solutions you design. You start to try and see how various details can echo one another, how different regions of the canvas can be reused or used for similar things, how like elements can be grouped together.” KhoiVinh, design Director, NYTimes.com
194. Design: Sketching Sketching Through the Ages 1485-1487 Ornithopter by Leonardo da Vinci 2005 Schematic representation of the major components of a helicopter by Richard Wheeler
195. Sketching Design: Sketching “There are techniques and processes whereby we can put experience front and center in design. My belief is that the basis for doing so lies in extending the traditional practice of sketching. ” - Bill Buxton
199. Twitter.com “twttr sketch” Sketching Design: Sketching Twitter [This sketch] has very special significance – it's hanging in the office somewhere with one other page. Whenever I'm thinking about something, I really like to take out the yellow notepad and get it down. – Jack Dorsey, Twitter
211. Sketching Design: Sketching Methodology Draw Limit your time Don’t worry about mistakes or style Goals Benefit from the participation of your colleagues Quickly generate ideas and refine through iterations
212. Design: Sketching Class Exercise: Sketching & Wireframes In teams, sketch your ideas. Event Detail Page Design: Sketching
213. Design: Sketching Class Exercise: Sketching & Wireframes In teams, sketch your ideas. 1) Event Detail Page 2) Create & Promote an Event Design: Sketching
214. Design: Sketching Class Exercise: Sketching & Wireframes In teams, sketch your ideas. 1) Event Detail Page 2) Create & Promote an Event 3) A Homepage Design: Sketching
The 2010 Summit is in Phoenix, AZPartially adapted from: “A brief history of information architecture” by Peter MorvilleInformation Architecture: Designing information environments for purpose, edited by Alan Gilchrist and Barry Mahon
Using architectural plans as a metaphor for an IA’s work
Photo: Flickr.com/stribs
User Research in Copenhagen’s Elderly Homes - http://www.localhiddenvariable.com/ciid/user-research-in-copenhagens-elderly-homes/
Goals and data from focus groups, stakeholder interviews, etc – including user behaviors and opinions
Wikipedia: Cluster analysis or clustering is the assignment of a set of observations into subsets (called clusters) so that observations in the same cluster are similar in some sense
As part of our analysis of the user research, we mapped the participants onto the behavioral matrix identified. The mapping revealed clusters of people with a similar observed behavior. These clusters helped us to determine key attributes for the personas.
Ordering lunch on a Virgin America flight - http://www.flickr.com/photos/stribs/sets/72157603319502113/ - Photo: stribs
http://www.flickr.com/photos/cannedtuna/
Nathan Shedroff is Program Director of the MBA in Design Strategy program at the California College of the Arts. His books include Experience Design 1, Making Meaning, and contributing to Richard Saul Wurman's Information Anxiety 2. Advisor for Rosenfeld Media
Adapted from Atsushi HASEGAWA’s The 7 Navigation Types of Web Siteshttp://www.slideshare.net/atsushi/the-7-navigation-types-of-web-site
Head of design at Braun, the German consumer electronics manufacturer, DIETER RAMS (1932-) was one of the most influential industrial designers of the late 20th century
Northern End of the High Line, NYC – Photo: Flickr.com/stribs
