ncil.orgInformation Architecture

12/13/14

Justin Bend

justin.bend@gmail.com

Vayia Skinner

vayiaskinner@verizon.net

IDIA 630: Information Architecture

FALL 2014

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As part of a semester long project for the University of Baltimore’s IDIA 630 - Information Architecture class, taught by Kathryn Summers in the Fall semester of 2014, students were asked to apply the principles of Information Architecture to analyze the National Council on Independent Living NCIL.org website.

During the semester, students learned through lecture, literature and research, how to utilize the industry accepted best practices for what makes a great user experience on the web.

Mission

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Objectives

• Increase new NCIL Memberships

• Promote NCIL training and conferences / drive registration

• Generate overall awareness of NCIL

• Help users locate Independent Living Centers

Core Audience

• NCIL Members

• Potential Members

• IL Professionals

• Those in need of IL services

• General Public

Needs Assessment

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NCIL Architecture

Content Inventory

Documenting all content on the current NCIL.org

website

Mapping Current IA

Creating a visual sitemap for the current

architecture of NCIL.org

Mapping Recommended IA

Restructuring the NCIL.org website in an attempt to improve user experience

(UX)

Card Sort / Focus Group

Test and solicit user feedback on our

recommended IA, resorting to meet their

preference in UX

Comparative Analysis

Research esteemed non-profit

organizations to get a sense of best practices

and trends

Strategic Recommendations

Formulating Strategic Recommendations for NCIL.org, based on our research and findings

User Personas / Scenarios

Build prototype NCIL users to ensure our

recommendations are meeting your

audience’s needs

Final Information Architecture

Creating a visual sitemap for the final architecture of the

proposed new NCIL.org

Wireframes

Visual skeleton of a redesigned NCIL.org

Summary

Proposed next steps and prioritization for

implementation

Process Flows

Visualizing user persona navigation through the

new NCIL.org architecture

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Artifacts

Content Inventory (spreadsheet)

• Navigated, and documented, all content at NCIL.org

• Wireframes for current site templates

• Documented site depth (i.e. vertical clicks from the surface)

• Artifact serves as your method for managing approximately

536 distinct pieces of content

Information Architecture (sitemap)

• Demonstrate the breadth of the current NCIL.org architecture

• Convey site hierarchy

• Visualize the forced separation between The Advocacy Monitor

and the rest of the website

Card Sort

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Card Sort

participation

• total: 40

• completion:

25

• monitored:

12

demographics

• avg. 30– 40 years old

• increase in age had direct correlation with

survey abandonment

• all levels of technical skill

• novice

• intermediate

• advanced

• one user with poor visual acuity

(struggles with contrast, uses OS-wide

corrective software for visual

negative)

• advanced technical skill

• 54:44 to complete survey

Card Sort: Outcome

“Partners”

• Most participants were confused by this label

• No one sorted content under this category

• All “Partner” names were sorted under categories insinuating action

Employment Opportunities

• Majority sorted under “Resources”

News v. Blog

• Many participants expressed desire for these two concepts

to be separated

ComparativeAnalysis

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Comparative Analysis

Analyzed 3 Comparable Non-Profit Web Sites

• Susan G. KomenKomen.org

• National Alliance for Mental IllnessNAMI.org

• National Down Syndrome SocietyNDSS.org

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Comparative Analysis

  Membership Major Fundraising Event

Advocacy Blog Newsletter

Community

NCIL.org yes n/a Blog  

 

yes  no no personal stories; no discussion groups; no email newsletter

Komen.orgBreast Cancer

no State organized race

Sign up for advocacy info through newsletter

no yes yes through personal stories

NDSS.org(Downs Syndrome)

yes Buddy walk Sign up for advocacy alert emails

no yes yes through personal stories

NAMI(Mental Illness)

Yes; separate password protected area for members

NAMI walk Advocacy articles

no yes password protected discussion group

Comparing Common Priorities:

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Comparative Analysis

  Navigation Search Function Findability Mobile

NCIL.org Top and side nav and no footer

Basic keyword search only

no bread crumbs; Inconsistent page windows

Uses desktop platform; difficult to read and search

Komen.orgBreast Cancer

Multiple levels of nav; plus guided by need of user on home page

Supports keyword search, text size adjustment, 

Drives you to microsites depending on your needGood job with breadcrumb trailVery action oriented section headers

Fully responsive for mobile

NDSS.org(Downs Syndrome)

Similar to Komen; Specific CTA on homepage depending on need

Supports keyword search; limited facets

re-emphasizes navigation with information scent-clickable boxes on home pageSpecific CTA to drive you to right section

Uses desktop platform on mobile; difficult to read and search

NAMI(Mental Illness)

Specific CTA’s on home page; donate; speak out; get involved

Keyword, facets, exact phrase searchNo spelling or stemming

uses information scent-clickable boxes to drive user to desired section;

uses desktop platform on mobile; difficult to read and search

Comparing site architecture and usability:

Other similar websites seek to position their website as a user-centric, community oriented portal. Some examples of this are:

• Sharing user stories and experiences on a page dedicated to bringing users shared challenges to light

• Hosting a blog/bulletin board area of the site where members can ask questions, interact with others who face similar issues, and ultimately feel a connection.

Similar websites have created an annual event, such as a 5K Run/Walk from which they base all of their fundraising efforts

• Hosting something similar to this event would give you many additional opportunities to raise awareness, generate community involvement and fundraise

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Comparative Analysis: Summary

Personas

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Personas

FAIZAPrimary UserIndependentLiving Professional /NCIL Member

LOUISASecondary UserRetiree / Advocate /Philanthropist

HENRYPrimary UserIn need of IndependentLiving Services

“We all need more resources to properly serve those in need.“

“I want to pay this forward. I want togive back.“

“I want to know my rights. I’m ready for independence.“

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User Profile: Faiza

occupation:

Director of “Access Living”, Independent Living Facility in Chicago, IL

age: 37

NCIL Affiliation:

Member

Tech Proficiency:

Medium

Circumstance: Incredibly busy, working professional. Balances budgetary constraints against overwhelming demand, managing fundraising efforts and advocacy services.

Goals: Increase low-overhead staffing. Hire open positions for permanent entry-level service staff and interns. Increase volunteerism. Prepare for conference attendance.

“I will be speaking at the 2015 Independent Living Conference.I want to refocus our efforts oncommunity involvement, organization and volunteerism.

We all need more resources to properly serve those in need.“

Faiza’s Scenario

As the Annual Conference draws near, Faiza frequently researches the current state of IL policy.

She checks for updated information about the conference as she prepares for her appearance.

Faiza is always looking for low cost training opportunities for staff and colleagues.

She is continually seeking contemporary, cost-effective resources for “Access Living” to take advantage of.

“I will be speaking at the 2015 Independent Living Conference.I want to refocus our efforts oncommunity involvement, organization and volunteerism.

We all need more resources to properly serve those in need.“

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User Profile: Louisa

occupation:

Retired / Philanthropist

age: 74

NCIL Affiliation:

N/A

Tech Proficiency:

Low

Circumstance: Husband passed away five years ago. With much support from family and friends, Louisa has rebounded brilliantly. She is completely independent. She learned to use the Internet. She is secure in her retirement. Her poor eyesight and hearing are her only health concerns.

Goals: Find an organization worthy of her donations and time. Get involved by volunteering to help those in need.

“After my husband Frank’s passing, I needed a lot of help to get back on my feet. With help from my family and local community I’ve done it. I’ve got my independence.

I want to get involved with an organization that helps people achieve independence. I want to pay this forward. I want to give back.“

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Louisa’s Scenario

Louisa is seeking an organization whose movement, mission, values and work align with her belief in independent living.

She wants value, and an opportunity to contribute, should she become a member of such an organization.

She would like to understand the revenue model, and potentially give her time to aid in donations and fundraising.

Louisa prefers to speak with a person before committing her time or resources.

“After my husband Frank’s passing, I needed a lot of help to get back on my feet. With help from my family and local community I’ve done it. I’ve got my independence.

I want to get involved with an organization that helps people achieve independence. I want to pay this forward. I want to give back.“

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User Profile: Henry

occupation:

Part-time Student / Full-time Administrative Assistant

age: 24

NCIL Affiliation:

N/A

Tech Proficiency:

High

“After high school I attended community college and lived with my parents. Now that I have my Associate Degree I’ve decided to move out-of-state to pursue my Bachelor’s.

I want to belong to an advocate community that’s accessible online, keeps me engaged and offers the resources I need. I want to know my rights. I’m ready for independence.“

Circumstance: Wheelchair-bound since the age of 7, Henry was in a terrible car accident that damaged his spine. He is moving away from home for college and ready to pursue a life of complete independence for the first time.

Goals: Find local Independent Living resources. Become a part of a vibrant online community of advocates and those living independently. Know his rights as someone living with special needs.

Henry’s Scenario

Henry wants to learn about the Independent Living community, and become a part of it.

The concept appeals to him a great deal. He understands that he needs assistance, but is proud of how far he has come and would like an opportunity to promote his belief in the IL movement.

He needs help to understand the resources available to him, as someone living independently with special needs in an unfamiliar location.“After high school I attended community

college and lived with my parents. Now that I have my Associate Degree I’ve decided to move out-of-state to pursue my Bachelor’s.

I want to belong to an advocate community that’s accessible online, keeps me engaged and offers the resources I need. I want to know my rights. I’m ready for independence.“

Business Strategy

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Business Strategy

Developed the following business goals based on findings:

1. Create a simpler navigation structure for a smoother UX

2. Foster a sense of “community”

3. Promote Engagement (fundraising/volunteerism)

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Business Strategy

1. Create a simpler navigation structure for a smoother user experience

• Search functionality

• Functional Footer with full sitemap

• Reorganize the navigation

• Breadcrumbs on all pages

• Improve integration of blog topics

• Consistency in way-finding user experience

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Business Strategy: Wireframe (user experience)

• Equitable Breadth/Depth

• Secondary/Tertiary Navigation

• Interior Breadcrumbs

• Targeted Calls-to-Action

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Business Strategy

2. Foster a sense of “community”

• Feature personal stories so that members and visitors can feel like they belong

• Create an e-newsletter to push timely content to subscribers on a regular basis

• Separate advocacy monitor from the “blog” and create a true moderated blog platform where users can interact with one another

• Member Platform / Member Login

• Home page banner should feature Member stories to showcase Independent Living success

• Promote local volunteerism

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Business Strategy: Wireframe (community)

Multiple, prominent methods for users to

engage with, and contribute to, the NCIL

online community

Connect With NCIL

• Social Network

• Contact Form (footer)

Independent Living Blog

Share Your Story

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Business Strategy

3. Promote Engagement (fundraising/volunteerism)

• Consider Holding a Major Fundraising Event to galvanize member and generate more awareness for the organization

• Promotion throughout the year

• Not only an opportunity to raise money, but also to glean potential members

• Raises awareness for Independent Living advocacy

• Opportunity to energize and solicit volunteers

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Business Strategy: Wireframe (engagement)

Specific call-to-action to engage the

public in contributing to NCIL’s mission

with their time and resources

Membership Promotion

Donations

Events

Volunteerism

Proposed I.A.

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Proposed I.A.

Our proposed IA includes a culmination of our:

• Primary and secondary research• Card Sort results• User Persona and Scenario Development• Principles of IA development that we’ve learned this semester

SkinnerBend_IDIA630_proposedIA_FINAL.pdf

Faiza’s Process Flow

Reference:SkinnerBend_IDIA630_proposedIA_FINAL.pdf

Faiza’s path through the new NCIL.orgis highlighted in BLUE

Reference:Faiza Scenario (Slide 17)

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Louisa’s Process Flow

Reference:SkinnerBend_IDIA630_proposedIA_FINAL.pdf

Louisa’s path through the new NCIL.orgis highlighted in BLUE

Reference:Louisa’s Scenario (Slide 19)

Henry’s Process Flow

Reference:SkinnerBend_IDIA630_proposedIA_FINAL.pdf

Henry’s path through the new NCIL.orgis highlighted in BLUE

Reference:Henry’s Scenario (Slide 21)

Summary

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Summary of Recommendations

We’ve ranked our recommendations from low effort to high effort:

Business Strategy #1: Create a simpler navigation structure for a smoother UX

1. Utilize breadcrumb and way-finding best practices to help users navigate their place on the site

2. Create a footer to help users navigate the site more efficiently

3. Integrate “Advocacy News” into site navigation (rather than a stand-alone site)

4. Provide more advanced search functionality to help users find relevant content

5. Establish a primary, secondary and tertiary site navigation hierarchy according to proposed site map

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Summary of Recommendations

Business Strategy #2: Foster a sense of “community”

1. Incorporate Facebook and Twitter feeds on home page to tie in social media with web experience.

2. Continually solicit and publish user Independent Living success stories to foster online community. Spread across social networks

3. Utilize home page banner/slider to feature Member stories and to showcase Independent Living success

4. Create an e-newsletter to push timely content to subscribers on a regular basis

5. Offer members a password-protected area of the site where they can find premium content, interact with other members

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Summary of Recommendations

Business Strategy #3: Promote Engagement (Fundraising/Volunteerism)

1. Actively call for volunteers to engage members into action

2. Highlight volunteer activist profiles on the homepage and on social media for a personal feel

3. Develop a moderated, public blog page to increase user engagement

4. Explore the development and organization of an annual fundraising walk/run as an opportunity for continual promotion of movement

questions?(thank you)

Justin Bend

justin.bend@gmail.com

Vayia Skinner

vayiaskinner@verizon.net

IDIA 630: Information Architecture

FALL 2014