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Understanding Information ArchitectureBy Dan Klyn and Shari Thurow2013 UXPA ConferenceWashington D.C. July 12, 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Places Made of Information
UXPA Conference – Washington D.C. 2013
Places Full of Complexity and Contradiction
UXPA Conference – Washington D.C. 2013
“information architecture is the only field I’m aware of that is concerned with the structural integrity of meaning across contexts.
Anyone who questions the relevance of IA by diminishing it to “just” website navigation in 2013 is talking about their understanding of the state of the profession 15 years ago”
-- Jorge Arango past President of The Information Architecture Institute
UXPA Conference – Washington D.C. 2013
A Model for Understanding Information Architecture
Arrangement of the parts.
OntologyParticular meaning.
Rules for interaction among the parts.
Choreography
Taxonomy
UXPA Conference – Washington D.C. 2013
Image pilfered from @inkblurt’s tweetstream
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
What Is The Meaning of App Store?
UXPA Conference – Washington D.C. 2013
… How About Here?
UXPA Conference – Washington D.C. 2013
What Is The Meaning of iTunes?
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
taxonomy
Arrangement
of the parts
ontology
Particular meaning
UXPA Conference – Washington D.C. 2013
Taxonomy = Arranging Meaning in Context
UXPA Conference – Washington D.C. 2013
Taxonomy = Arranging Meaning in Context
UXPA Conference – Washington D.C. 2013
Taxonomy = Arranging Meaning in Context
UXPA Conference – Washington D.C. 2013
Taxonomy = Arranging Meaning Across Contexts
UXPA Conference – Washington D.C. 2013
Taxonomy = Arranging Meaning Across Contexts
UXPA Conference – Washington D.C. 2013
A Model for Understanding Information Architecture
Arrangement of the parts.
OntologyParticular meaning.
Rules for interaction among the parts.
Choreography
Taxonomy
UXPA Conference – Washington D.C. 2013
Choreography = Rules For How The Parts May Interact
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Choreography: Appropriate Unfolding?
UXPA Conference – Washington D.C. 2013
Choreography: Appropriate Unfolding?
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Ontology
Arrangement of the parts
Particular meaning
Rules for
interaction
among the
parts.
Choreography
A Model for Understanding Information Architecture
Arrangement of the parts.
OntologyParticular meaning.
Rules for interaction among the parts.
Choreography
Taxonomy
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Findability is critical facet of UX:
desirable
useful
valuable
accessible
credible
usable
findable
desirable
useful
valuable
accessible
credible
usable
findable
desirable
useful
valuable
accessible
credible
usable
findable
http://semanticstudios.com/publications/semantics/000029.php
UXPA Conference – Washington D.C. 2013
The facet I focus on:
find•a•bil•i•ty [fahynd-duh-bil-i-tee] −noun
a. The quality of being locatable or navigable.
b. The degree to which a particular object is easy to discover or locate.
c. The degree to which a system or environment supports navigation and retrieval (search).
UXPA Conference – Washington D.C. 2013
Query (search) AskBrowse
Adapted from diagram in Morville and Callender’s Search Patterns.
UXPA Conference – Washington D.C. 2013
Search engine optimization is…
…optimizing an interface for search engines.
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Search engine optimization is…
People (Searchers) Search Engines
SEARCH-ENGINE FRIENDLY
…optimizing an interface for people who use search engines.
technology-centered design
user-centered
design
“I overheard a senior vice president say, ‘…and then we’ll get the SEO fairies to sprinkle magic pixie dust and everything will be swell!’ It was a joke, but there’s truth in every joke.
What did he mean by magic pixie dust? There is no such thing in SEO.”
-- http://searchengineland.com/why-seo-needs-its-own-reputation-management-64637
SEO is not…
UXPA Conference – Washington D.C. 2013
Search engine optimization is…
• …optimizing a website for people who use search engines.
• SEO professionals are concerned with:– Labeling website content so that it is easy to find– Organizing website content so that it is easy to find– Ensuring search engines have access to desired content– Ensuring search engines don’t have access to undesirable content
• Applies to both:– Web search engines– Site search engines
UXPA Conference – Washington D.C. 2013
Also applies:
• Human users
• Non-human users
Desktop Notebook Tablet Mobile
UXPA Conference – Washington D.C. 2013
Fundamental building blocks of SEO:
Architectureand Design
Keywordsand Labels
LinkDevelopment
and Social
Searcher Goals
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Architecture, navigation, and layout:
Most important
Least important
UXPA Conference – Washington D.C. 2013
On-the-page criteria:
On-the-pagecriteria
Architectureand Design
Keywordsand Labels
LinkDevelopment
and Social
Searcher Goals
UXPA Conference – Washington D.C. 2013
Off-the-page criteria:
Off-the-pagecriteria
Keywordsand Labels
Architectureand Design
LinkDevelopment
and Social
Searcher Goals
UXPA Conference – Washington D.C. 2013
What searchers and search engines determine:
Architectureand Design
Keywordsand Labels
LinkDevelopment
and Social
Searcher Goals
Infrastructure& Scent
Aboutness
Validation & Credibility
Searcher Goals
=
UXPA Conference – Washington D.C. 2013
Web searcher goals:
Navigational
(Where can I go?)
Transactional
(What can I do?)
Informational
(What can I learn/know?)
UXPA Conference – Washington D.C. 2013
Navigational queries:
Re-find
Known content/site
UXPA Conference – Washington D.C. 2013
Go = navigational:
UXPA Conference – Washington D.C. 2013
Even if a site has a #1 position:
3
UXPA Conference – Washington D.C. 2013
Searchers don’t want this:
UXPA Conference – Washington D.C. 2013
C
Informational queries:
Answer to question Quick fact
ListRead reviews
UXPA Conference – Washington D.C. 2013
Know/learn = informational:
UXPA Conference – Washington D.C. 2013
C
Transactional queries:
Watch a video
Listen to music
Look at pictures
Download
UXPA Conference – Washington D.C. 2013
Do = transactional:
UXPA Conference – Washington D.C. 2013
SEO professionals also want this:
3
UXPA Conference – Washington D.C. 2013
Mobile queries:
Quick fact LocationPersonal
Information
UXPA Conference – Washington D.C. 2013
• We all have search responsibilities:– Keywords (labels) are important.– Treat most pages as a point of entry.– Don’t limit access to desired content.– Accommodate searching as well as browsing behaviors.– Be aware that some of your findability solutions can cause search engine
problems (both web and site search engines).
IA and usability decisions have a direct impact on findability.
The “blame” game:
UXPA Conference – Washington D.C. 2013
UXPA Conference – Washington D.C. 2013
Thank [email protected]@sharithurow
Search Engine Visibility From New Riders
Companion site at: SearchEnginesBook.com
When Search Meets Web Usability
Companion site at: SearchMeetsUsability.com