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21 May 2007 (c) 2007, User Intelligence 1
IA Summit 2007trip report
David Karemaker & Jacco Nieuwland
User Intelligence
May 16nd, 2007
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IA summit
• The 8th IA Summit
• Theme: ‘Enriching IA’
• Jacco’s 3rd, David’s 1st
• 570 attendees
• 2 days of pre-conference workshops
• 3 days of conference sessions
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What will we bring you?
• Pre-conference workshop: Social IA
• Session reports are limited: focus on two main themes
• Data driven IA
• Documenting rich IA
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Preconference workshop
Social Information Architecture WorkshopGene Smith, Rashmi Sinha (slideshare), Thomas Vander Wal
• Three separate, slightly interactive presentations
• About 20 attendees
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PCW – Social IA – Gene Smith
Social Software enables people to meet, connect or collaborate through CMC
Identity - a way of uniquely identifying people in the system Presence - a way of knowing who is online, available or otherwise nearby Relationships - a way of describing how two users in the system are related (e.g. in Flickr, people can be contacts, friends of family) Conversations - a way of talking to other people through the system Groups - a way of forming communities of interest Reputation - a way of knowing the status of other people in the system (who's a good citizen? who can be trusted?) Sharing - a way of sharing things that are meaningful to participants (like photos or videos)
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PCW – Social IA – Gene Smith
Creators, synthesizers and Consumers
1% creators
10% synthesizers
100% consumers
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PCW – Social IA – Gene Smith
Three ingredients for social IA• Capture user actions
� Things people do that we can track� Popularity – Community – Reputation� Ignore higher goals & motivations
• Aggregate and display� Bring together user action in a relevant way� Display them� Rules
• Feedback� Positive & negative feedback� Feedback loops
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PCW – Social IA – Thomas VanderWal
Interesting:
Who tags?
• As much as 28% of Americans have tagged
• Daily, 7% of people on the web in US tag
• Why?
� Their own use/value
� Add perspective/content
� Refindability
� State interest
� Sociality
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Conference sessions
• 45 presentations
• 6 panels
• Flex track
For this presentation we focus on
• data driven IA
• Documenting (rich) IA
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Conference sessions – Data-driven IA
• 4 sessions
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1.Using search analytics to diagnose what's ailing your IA
Message:• If you are not analyzing your searchlogs you are not listening to your customers
• Search is too important to leave in the hands of robots
SA Works like the Short head - Long tail graph• Use ‘Best bets’ to help the short head (500 queries) and sample the long tail for trends,and… watch out for search engine politics
• Output of best bets to your site: Use best bets for A-Z index! (http://www.msu.edu/)
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1.Using search analytics to diagnose what's ailing your IA
Remarks/tips
• Never fixed: Seasonal search trends, update best bets every week/month
• Use search logs or a special database/tool to analyze search terms and search behavior.
• Voorbeeld campus map banner: preference for search box over any other navigation
• Search results: #10 (10 on a page) is clicked more than # 6/7/8/9
• From which pages did users start a search?
• Update most frequently requested docs!
• Input for IA: Use SA to create a vocabulary, cluster 500 short head and sample of 100 from long tail
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2.Intelligent inter(RE)action: An argument for a data-driven approach to UI design
Message:
• The Future of Design Will Be Data-Driven
• Become a data detective: find sources and testing mechanisms
Segmentation surveys, comscore reports, search logs, site traffic reports, google trends info, clickstreams & clickdensity analysis, cookie & javascript data, scrolling analysis etc etc.
Beta: fast online and optimize later: Multivariate testing (example slide multivariate testing)
ASIS&T Information Architecture Summit 2007
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Product Release: Rough, Right & Ready For Change
CONTROLCONTROLControl
Design of ButtonContent
Above/Below Button
Boxes
Replace button with text link
Remove $395 from below button
Reduce to 3 and move NOT READY below the 3
boxes
Alter copyBullet listRename headers and text links
Leve
ls
1A 2A 3A
1B 2B 3B
1C 2C 3C
In Praise of Multivariate Testing!
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2.Intelligent inter(RE)action: An argument for a data-driven approach to UI design
Do:
• Validate user persona
• Define quantitative success metrics early
There are no right answers, just ongoing testing and refinement
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3.Search engine optimization and IA: the beginnings of a beautiful friendship
Web analytics show preference for search box over any site navigation of any kind
Google: Pagerank caused a googlearchy but...• Hilltop algorithm • topic-sensitive pagerank• Uses broad (learned) topics, authority pages and hubs to counteract previous problems with pure pagerank
Now It is All About Meaning! We should not capitulate or cooperate but instead let IA become a partner in developing search technology that works with the user.
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3.Search engine optimization and IA: the beginnings of a beautiful friendship
Influence of Search engines on IA and technology:
• Site Navigation Strategy
• Site Organization Strategy
• Link Strategy
• Page Code Strategy
• Content Strategy
• Metadata Strategy
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4.Real information architecture, new mighty deeds
Panel session about data on the web
• Today real information architects’ mighty deeds are moving from macro-organisationof one web site for one organisation, to the micro-organisation of information creating a web of data.
• Get information/data from different places on the web that is in some way related to eachother
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4.Real information architecture, new mighty deeds
Why open up data?• Simply to get data out...
• Use APIs to drive people to your stuff
• Make your service more attractive and useful with less central development
• Use syndicated content as a platform
• Turn your API into a pay-for service
Consequences• Every new service can build on top of every other existing service - the web becomes a true platform
• Every service and piece of data that’s added to the web makes every other service potentially more powerful
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4.Real information architecture – new mighty deeds
A virtuous circle• Massive creative possibilities
• Accelerating innovation
• Increasingly competitive services
• Increasingly componentised services
• Increasingly specialised services
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4.Real information architecture – new mighty deeds
Impacts on IA (data)• Operating within an ecosystem
• Always engaging with (simple) standards
• Always focusing on data for reuse out with the local site
• Data designed in weblike ways
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4.Real information architecture – new mighty deeds
Impacts on IA (site)• Site is public expression of data
• Site must be entry point for users, developers and machines
• Sites of objects, relationships and object ‘manipulators’
• Manifesting the human path through the data
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4.Real information architecture – new mighty deeds
Weblike Data• Atomic: parcels of data that can stand alone
• Global Identifiers: data you can link to
• Hyperlinked: points to related data
• Web-shaped: interconnected, with no hierarchy and no single starting-point
Examples: blogs, delicious, upcoming, flickr, last.fm, twitter, etc to find out about someone.
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Documenting rich IA
1 session
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Communicating design: an astonishingly close look at what makes IA documentation work
The role of documentation
• Consistency of Vision
� Documents help facilitate communication
• Accountability
� Documents represent project history
• Traceability
� Documents show progress
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Communicating design: an astonishingly close look at what makes IA documentation work
Different kinds of documents:
Persona
Usability Test PlanUsability Report
Screen Design
Flow Chart
Site Map
WireframeContent Inventory
Concept Model
Competitive Analysis
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Communicating design: an astonishingly close look at what makes IA documentation work
Screen Designs
WireframesContent InventoryUsability Reports
Flow ChartsConcept ModelUsability Test Plan
Site MapsCompetitive AnalysisPersona
DesignStrategyUser Needs
What do users want?Does it meet their needs?
What approach should we take?
What does the solution look like?
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Communicating design: an astonishingly close look at what makes IA documentation work
Creating deliverables• Establish purpose
• Identify audience
• Inventory contents
• Prioritize contents
• Create visual language
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Communicating design: an astonishingly close look at what makes IA documentation work
Using deliverables• Communicate purpose
• Relinquish control
• Note opportunities for improvement
• Estimate value of maintenance
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Userintelligence workshop/flextrack: Swipr!
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swipr.com intuitect.com axure.com
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