The presentation outlines the following items:
1. Definition of Information Architecture;
2. How much does it cost (mistakes in IA);
3. KPI's of IA (quantitative and qualitative);
4. How to assess information quality (IA heuristics by Abby Covert).
LOST PROFIT. Or: how much business loses because of mistakes in Information Architecture.
1. Andriy Larchenko
(Senior Interaction designer @ Pixetic)
LOST PROFIT
Or: How much business loses because of mistakes in Information Architecture
pixetic design agency
2. AGENDA
How much does it cost (mistakes in IA)?2
3 KPI’s of IA
4 IA Heuristics
Definition of IA1
4. RICHARD SAUL WURMAN
Finding and organizing patterns inherent in
data, making the complex clear;
Creating structure or map of information
which allows others to find their personal
paths to knowledge;
The emerging 21st century professional
occupation addressing the needs of the age
focused upon clarity, human understanding,
and the science of the organization of
information.
5. PETER MORVILLE
& LOUIS ROSENFELD
The combination of organization, labeling,
and navigation schemes within an
information system;
The structural design of an information space
to facilitate task completion and intuitive
access to content;
The art and science of structuring and
classifying web sites and intranets to help
people find and manage information.
14. HOW MUCH DOES IT COST?
Pi ideal = a * b
a - the average value of checkout
b - number of leads in one day
Pi lost = Pi ideal * x / 100
x - % of drop-offs
cost of IA = Pi lost * y / 100
y - % of drop-offs because of IA mistakes
in numbers
15. HOW MUCH DOES IT COST?
Pi ideal = a * b = $10000
a - $100 b - 100
Pi lost = Pi ideal * x / 100 = $7000
x - 70%
cost of IA = Pi lost * y / 100 = $1400
y - 20%
in numbers
16. HOW MUCH DOES IT COST?
-$1400Day by day
in numbers
CAAAAAARL
17. HOW TO ASSESS IA
a key performance indicators
The speed of finding information
Number of steps or time needed to find information
Quality of information found
Qualitative indicator of conformity of information to user expectations
1 10
ExcellentPoor
19. ABBY COVERT
make the unclear be clear
twitter: @Abby_the_IA
web: http://abbytheia.com/
20. IA HEURISTICS
what is a heuristic?
rules of
thumb
best
practices
intuitive
judgement
common
sense
21. IA HEURISTICS
why do we need it
Evaluate the strength and quality of what is currently offered to users;
Facilitate critique during planning, design and development;
Predict the effectiveness of potential solution;
23. #1 FINDABLE
able to be located
Can user easily locate that which they are seeking for?
How is findability affected across channels and devices?
Are there multiple ways available to access things?
How do external and internal search engines “see” what is provided?
Is information formatted with result in mind?
What is provided to make the delivered results more useful?
24. #2 ACCESSIBLE
easily approached and entered
Can it be used via all expected channels and devices?
How resilient and consistent is it when used via other channels?
Does it meet the levels of accessibility compliance to be
considerate of those users with disabilities?
25. #3 CLEAR
easily perceptible
Is it easy to understand?
Is the target demographics’ grade and reading level being considered?
Is the path to task completion obvious and free of distraction?
Would a user find it easy to describe?
26. #4 COMMUNICATIVE
talkative, informing, timely
Is the status, location and permissions of the user obvious?
How is messaging used throughout? Is messaging effective for
tasks and contexts being supported?
Does the navigation and messaging help establish a sense of place
that is consistent and orienting across channels, contexts and tasks?
27. #5 USEFUL
capable of producing the desired or intended result
Is it usable? Are users able to complete the tasks that they set
out to without massive frustration or abandon?
Does it serve new users as well as loyal users in ways that
satisfy their needs uniquely?
Are there a few navigation options that lead where users may
want to go next? Are they clearly labeled?
28. #6 CREDIBLE
worthy of confidence, reliable
Is the design appropriate to the context of use and audience?
Is your content updated in a timely manner?
Do you use restraint with promotional content?
Is it easy to contact a real person?
Is it easy to verify your credentials?
Do you have help/support content where it is needed?
29. #7 CONTROLABLE
able to adjust to requirements
Are tasks and information a user would reasonably want to
accomplish available?
How well are errors anticipated and eliminated?
When errors do occur, how easily can user recover?
Are features offered to allow the user to tailor information or
functionality to their context?
Are exits and other important controls clearly marked?
30. #8 VALUABLE
of great use, service and important
Is it desirable to target user?
Does it maintain conformity with expectations throughout
the interaction across channels?
Can a user easily describe the value?
How is success being measured? Does it contribute to the bottom line?
Does it improve customer satisfaction?
31. #9 LEARNABLE
to fix in the mind, in the memory
Can it be grasped quickly?
What is offered to ease the more complicated processes?
Is it memorable?
Is it easy to recount?
Doest it behave consistently enough to be predictable?
32. #10 DELIGHTFUL
greatly pleasing
What are your differentiators from other similar competitors?
What cross channel ties can be explored that delight?
How are user expectations not just met but exceeded?
What are you providing that is unexpected?
What you take that is now ordinary and make extraordinary?
34. KEEP IN MIND
the rules of heuristic use
Put on your user shoes
Forget where you work and what your job is.
Put on your user goggles
None of these principles matter without understanding the context of use and
who your users are
Say “I am not my user”
Never use heuristic review as replacement for user research.
35. “If you think good design is expensive, you
should look at the cost of bad design”
Dr Ralf Speth
SUMMARY
36. “An unvalidated idea is like Schrödinger’s
cat. You have an idea but no way to know
if it is good or bad (alive or dead) until you
test it.”
Ben Ralf - Insight to MVP
SUMMARY
