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PATCHING OUR !
CRUMBLING FOUNDATIONS !
THROUGH INFORMATION
ARCHITECTURE
Presented by Daniel Eizans
@danieleizans | #CSForum13
HI! I’M DANIEL EIZANS
PAST LIFE: I’ve been a journalist, a student of
neuroscience, a marketer ...
@danieleizans | #CSForum13
@danieleizans | #CSForum13
@danieleizans | #CSForum13
http://www.rexfeatures.com/search/?kw=lego
+italy&iso=GBR&lkw=lego&viah=Y&stk=N&sft=&search_act...
WHAT BEFORE HOW
Stakeholder
Interviews
Expert Review/
Competitive Research
Business Process
Mapping
Content Strategy
Audit...
LET’S GET PATCHING
Structures
Patterns
People
@danieleizans | #CSForum13
LET’S TALK
@danieleizans | #CSForum13
PEOPLE
People
Let’s talk about people
Most web sites are geared for
grabbing attention by focusing
on findability factors that make
it mo...
ELEMENTS OF CONTEXT
Environment
Behavior
 Situation
@danieleizans | #CSForum13
PERSONAL-BEHAVIORAL CONTEXT
Emotional
Cognitive
Physical
DOING
environmental factors,
physical activity,
habits, disabilit...
PERSONAL-SITUATIONAL CONTEXT
Situation
Need
Need
Need
TaskTask
Task
Task
Task
Task
Task
Task
@danieleizans | #CSForum13
SITUATIONAL-BEHAVIORAL CONTEXT
Emotional
Cognitive
Physical
Situation
Need
Need
Need
TaskTask
Task
Task
Task
Task
Task
Tas...
ENVIRONMENTAL FACTORS
PC/MAC
Third Party
Set Top Box
Game Console Connected TV Connected
Set Top Box
Tablet Mobile
CONTEXTUAL INQUIRY
@danieleizans | #CSForum13
CRAFT “FRANKENPEOPLE”
@danieleizans | #CSForum13
FORM A HYPOTHESIS
OVERCOME FEAR
(Via testimonial, Use Cases, Financial
Examples)
PLAN AND IMMERSE
(Browse an expert, Under...
MODEL AND PLAN
@danieleizans | #CSForum13
@danieleizans | #CSForum13
@danieleizans | #CSForum13
PATCH THE HOLES
LET’S TALK
@danieleizans | #CSForum13
PATTERNS
Patterns
@danieleizans | #CSForum13
@danieleizans | #CSForum13
@danieleizans | #CSForum13
@danieleizans | #CSForum13
PATTERNS ARE USABLE 
Definition: What does our content mean to
our different user bases? Pattern...
Ontology!
Taxonomy!
Particular meaning.
Choreography!
What we understand.
@danieleizans | #CSForum13
Arrangement of the pa...
Image pilfered from @inkblurt’s tweetstream
@danieleizans | #CSForum13
@danieleizans | #CSForum13
Ontology!
Taxonomy!
Particular meaning.
Choreography!
What we understand.
@danieleizans | #CSForum13
Arrangement of the pa...
TAXONOMY: ARRANGING MEANING IN CONTEXT
@danieleizans | #CSForum13
@danieleizans | #CSForum13
TAXONOMY: ARRANGING MEANING IN CONTEXT
ARRANGING MEANING ACROSS CONTEXTS
@danieleizans | #CSForum13
@danieleizans | #CSForum13
ARRANGING MEANING ACROSS CONTEXTS
Ontology!
Taxonomy!
Particular meaning.
Choreography!
What we understand.
@danieleizans | #CSForum13
Arrangement of the pa...
Arrangement of
the parts
Particular
meaning
Rules for interaction
among the parts.
@danieleizans | #CSForum13
LET’S TALK
@danieleizans | #CSForum13
STRUCTURES
Structures
@danieleizans | #CSForum13
@danieleizans | #CSForum13
http://www.flickr.com/photos/soldiersmediacenter/
@danieleizans | #CSForum13
BENEFITS OF STRUCTURE
1.  Portability
2.  Choreography
3.  Meaning
1. Inventory
2. Wireframes 
3. Configuration (CMS)

STRUCTURE: MAKE SENSE OF THE MESS 
@danieleizans | #CSForum13
INVENTORIES: TYPE, RELATIONSHIP,
MESSAGES, PERSONA, INTENT, VALUE
@danieleizans | #CSForum13
BENEFIT: CONTENT MAPS
@danieleizans | #CSForum13
1. Logo
2. Navigation
3. Headline
4. Author
5. Date
6. Related Assets
7. Related Badge
8. Comments
9. Related Articles
10....
1. Logo
2. Navigation
3. Headline
4. Author
5. Date
6. Related Assets
7. Related Badge
8. Comments
9. Related Articles
10....
@danieleizans | #CSForum13
BENEFIT: HIERARCHY/CHOREOGRAPHY
@danieleizans | #CSForum13
CMS: CONFIGURATION (this)
@danieleizans | #CSForum13
CMS: CONFIGURATION (not this)
@danieleizans | #CSForum13
WHAT BEFORE HOW
@danieleizans | #CSForum13
@danieleizans | #CSForum13
@danieleizans | #CSForum13
THEN
@danieleizans | #CSForum13
AND ONLY THEN
@danieleizans | #CSForum13
MARKETING STUFF
@danieleizans | #CSForum13
KIITOS!
Twitter: @danieleizans
URL: http://understandinggroup.com
Slides: http://slideshare.net/danieleizans
Patching Our Crumbling Foundations Through Information Architecture
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Patching Our Crumbling Foundations Through Information Architecture

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With more Internet connected devices than people in the world, there has never been a more important time for information architecture. Now more than ever, the world needs unprecedented collaboration from all of IA's sub-disciplines to shore up the crumbling foundations our digital experiences are being expanded upon.

We can do this by focusing on "what" before "how" in terms of the experiences we create. We can patch these crumbling foundations and make them more organized and capable for a demanding future if we focus more on the foundations of IA.

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Patching Our Crumbling Foundations Through Information Architecture

  1. 1. PATCHING OUR ! CRUMBLING FOUNDATIONS ! THROUGH INFORMATION ARCHITECTURE Presented by Daniel Eizans
  2. 2. @danieleizans | #CSForum13 HI! I’M DANIEL EIZANS PAST LIFE: I’ve been a journalist, a student of neuroscience, a marketer and strategist at two of the world’s largest advertising agencies. CLIENT WORK: Automotive (Ford/Chevrolet), Government (EPA, CDC, US Mint), Non- Profits (National Safety Council), Healthcare (Kaiser Permanente) and Consumer Products (Olympic Paint). TWITTER: @danieleizans
  3. 3. @danieleizans | #CSForum13
  4. 4. @danieleizans | #CSForum13
  5. 5. @danieleizans | #CSForum13 http://www.rexfeatures.com/search/?kw=lego +italy&iso=GBR&lkw=lego&viah=Y&stk=N&sft=&search_action=#
  6. 6. WHAT BEFORE HOW Stakeholder Interviews Expert Review/ Competitive Research Business Process Mapping Content Strategy Audit Alignment Workshops User Research User Testing Analytics Review Personas Experience/ Journey Maps @danieleizans | #CSForum13
  7. 7. LET’S GET PATCHING Structures Patterns People @danieleizans | #CSForum13
  8. 8. LET’S TALK @danieleizans | #CSForum13 PEOPLE People
  9. 9. Let’s talk about people Most web sites are geared for grabbing attention by focusing on findability factors that make it more useful for machines. Attention vs. Engagement @danieleizans | #CSForum13 http://www.flickr.com/photos/untitlism/22800371/
  10. 10. ELEMENTS OF CONTEXT Environment Behavior Situation @danieleizans | #CSForum13
  11. 11. PERSONAL-BEHAVIORAL CONTEXT Emotional Cognitive Physical DOING environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli LEARNING cognitive assumptions, learning ability, education FEELING psychological state, stress level, desires, wants, needs @danieleizans | #CSForum13
  12. 12. PERSONAL-SITUATIONAL CONTEXT Situation Need Need Need TaskTask Task Task Task Task Task Task @danieleizans | #CSForum13
  13. 13. SITUATIONAL-BEHAVIORAL CONTEXT Emotional Cognitive Physical Situation Need Need Need TaskTask Task Task Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans | #CSForum13
  14. 14. ENVIRONMENTAL FACTORS PC/MAC Third Party Set Top Box Game Console Connected TV Connected Set Top Box Tablet Mobile
  15. 15. CONTEXTUAL INQUIRY @danieleizans | #CSForum13
  16. 16. CRAFT “FRANKENPEOPLE” @danieleizans | #CSForum13
  17. 17. FORM A HYPOTHESIS OVERCOME FEAR (Via testimonial, Use Cases, Financial Examples) PLAN AND IMMERSE (Browse an expert, Understand Tools) EXPLORE OPTIONS (Browse options and understand qualifications TAKE ACTION (Apply for pin, Download Forms, Contact Advisor) @danieleizans | #CSForum13
  18. 18. MODEL AND PLAN @danieleizans | #CSForum13
  19. 19. @danieleizans | #CSForum13
  20. 20. @danieleizans | #CSForum13 PATCH THE HOLES
  21. 21. LET’S TALK @danieleizans | #CSForum13 PATTERNS Patterns
  22. 22. @danieleizans | #CSForum13
  23. 23. @danieleizans | #CSForum13 @danieleizans | #CSForum13
  24. 24. @danieleizans | #CSForum13 PATTERNS ARE USABLE Definition: What does our content mean to our different user bases? Patterns help us align content to a common language to make the complex clear. Arrangement (“Systems”) What should we use to organize data for users? Patterns help us find logical ways to create relationships in data? Flow: What should happen when different content types occupy different spaces? Patterns help us to choreograph how content flows within a system. http://www.flickr.com/photos/mattimattila/7661817032/
  25. 25. Ontology! Taxonomy! Particular meaning. Choreography! What we understand. @danieleizans | #CSForum13 Arrangement of the parts. Instances of meaning shaped for context Rules for interaction among the parts. What follows.
  26. 26. Image pilfered from @inkblurt’s tweetstream @danieleizans | #CSForum13
  27. 27. @danieleizans | #CSForum13
  28. 28. Ontology! Taxonomy! Particular meaning. Choreography! What we understand. @danieleizans | #CSForum13 Arrangement of the parts. Instances of meaning shaped for context Rules for interaction among the parts. What follows.
  29. 29. TAXONOMY: ARRANGING MEANING IN CONTEXT @danieleizans | #CSForum13
  30. 30. @danieleizans | #CSForum13 TAXONOMY: ARRANGING MEANING IN CONTEXT
  31. 31. ARRANGING MEANING ACROSS CONTEXTS @danieleizans | #CSForum13
  32. 32. @danieleizans | #CSForum13 ARRANGING MEANING ACROSS CONTEXTS
  33. 33. Ontology! Taxonomy! Particular meaning. Choreography! What we understand. @danieleizans | #CSForum13 Arrangement of the parts. Instances of meaning shaped for context Rules for interaction among the parts. What follows.
  34. 34. Arrangement of the parts Particular meaning Rules for interaction among the parts.
  35. 35. @danieleizans | #CSForum13
  36. 36. LET’S TALK @danieleizans | #CSForum13 STRUCTURES Structures
  37. 37. @danieleizans | #CSForum13 @danieleizans | #CSForum13 http://www.flickr.com/photos/soldiersmediacenter/
  38. 38. @danieleizans | #CSForum13 BENEFITS OF STRUCTURE 1.  Portability 2.  Choreography 3.  Meaning
  39. 39. 1. Inventory 2. Wireframes 3. Configuration (CMS) STRUCTURE: MAKE SENSE OF THE MESS @danieleizans | #CSForum13
  40. 40. INVENTORIES: TYPE, RELATIONSHIP, MESSAGES, PERSONA, INTENT, VALUE @danieleizans | #CSForum13
  41. 41. BENEFIT: CONTENT MAPS @danieleizans | #CSForum13
  42. 42. 1. Logo 2. Navigation 3. Headline 4. Author 5. Date 6. Related Assets 7. Related Badge 8. Comments 9. Related Articles 10. Social Links CONTENT WIREFRAMES @danieleizans | #CSForum13
  43. 43. 1. Logo 2. Navigation 3. Headline 4. Author 5. Date 6. Related Assets 7. Related Badge 8. Comments 9. Related Articles 10. Social Links 1 2 3 4 5 6 7 8 9 10 @danieleizans | #CSForum13 CONTENT WIREFRAMES
  44. 44. @danieleizans | #CSForum13 BENEFIT: HIERARCHY/CHOREOGRAPHY
  45. 45. @danieleizans | #CSForum13 CMS: CONFIGURATION (this)
  46. 46. @danieleizans | #CSForum13 CMS: CONFIGURATION (not this)
  47. 47. @danieleizans | #CSForum13
  48. 48. WHAT BEFORE HOW @danieleizans | #CSForum13
  49. 49. @danieleizans | #CSForum13 @danieleizans | #CSForum13
  50. 50. THEN @danieleizans | #CSForum13
  51. 51. AND ONLY THEN @danieleizans | #CSForum13
  52. 52. MARKETING STUFF @danieleizans | #CSForum13
  53. 53. KIITOS! Twitter: @danieleizans URL: http://understandinggroup.com Slides: http://slideshare.net/danieleizans
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With more Internet connected devices than people in the world, there has never been a more important time for information architecture. Now more than ever, the world needs unprecedented collaboration from all of IA's sub-disciplines to shore up the crumbling foundations our digital experiences are being expanded upon. We can do this by focusing on "what" before "how" in terms of the experiences we create. We can patch these crumbling foundations and make them more organized and capable for a demanding future if we focus more on the foundations of IA.

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