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Cs Ia Erin Scime Melissa Rach V4

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Erin Scime
Erin Scime

Co-presentation: Erin Scime (HUGE) and Melissa Rach (BrainTraffic) at CS Consortium (part of IA Summit), March 18,2009

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Erin?Scime,?HUGE??+?Melissa?Rach,?Brain?Traffic Content?Strategy?Consortium,?Memphis,?03.19.09 Content Strategy Consortium Memphis 03 19 09
WHAT?WE’LL?COVER About?Us?|?Vocabulary?|?Case?Studies? | y|
ABOUT?US We?Like?Libraries.?
About?Erin Ab t E i ? A?curator?of?digital?objects. ? A?“preditor.” ? An?innovator?of?interaction?design?/?layout. “an?ID?without?owning?wireframes” g
About?Melissa? Ab t M li ? I?worked?in?libraries,?too!??? ? Journalist?? ? Interactive?training?film?company?lackey? ? Magazine?publishing?–>?agency?–>?software?–>? g p g gy agency?–>?agency?–>?agency?–>?agency? ? Independent? ? Let’s?Dish! ? Brain?Traffic?
VOCABULARY Are?we?all?talking?about?the?same?thing? g g
So,?what?does?an?IA?do? S h td IA d ? Pretty?much?everyone?has?their?own?definition,? depending?on: ? What?you?do?(and?what?you?don’t?want?to?do) ? What?your?favorite?IA?does?(and?what?she?did? before?she?became?an?IA) ? What?kinds?of?projects?you?work?on
What?people?say?IAs?do: Wh t l IA d “They?make?the?site?maps?and?wireframes.”
What?people?say?IAs?do: Wh t l IA d “They?make?the?site?maps?and?wireframes.” (um…?not?always?) ( tl )
How’d?we?get?in?this?mess? H ’d t i thi ? A?wee?bit?of?history ? 1975:?Wurman?makes?up?the?term?“information? architecture” ? 1975:?Age?of?librarians? ? 1985:?Age?of?database?designers ? 1995:?Age?of?web?“designers”?(graphic?designers? and?programmers)
惭别濒颈蝉蝉补’蝉?蹿颈谤蝉迟?“颈苍迟别谤补肠迟颈惫别?补驳别苍肠测” gy business?card?(circa?1997)?– the?back? Genius!
惭别濒颈蝉蝉补’蝉?蹿颈谤蝉迟?“颈苍迟别谤补肠迟颈惫别?补驳别苍肠测” gy business?card?(circa?1997)?– the?front Eh?? Eh?
IA?today??(age?of?user?experience?design)? IA t d A?small?sample?of?tasks?sometimes?performed?by?“IAs”:? ? Document?business?goals? ? Define?user?types,?tasks,?and?attributes? ? Define or analyze information repositories (databases etc ) Define?or?analyze?information?repositories?(databases,?etc.) ? Define?and?prioritize?site?content?? ? Categorize?and?organize?content?(overall?site?and?per?template/? page/component) ? Design?access?paths?to?content?(navigation,?search,?linking,?etc.) ? Provide detailed specifications for functional flows Provide?detailed?specifications?for?functional?flows ? Define?detailed?page?structure?(layout) ? Create?a?working?prototype?of?the?site? ? Perform?usability?tests
And,?then?there’s?Information?Design A d th th ’ I f ti D i Sure?I?have?my?opinion….. ….but?that’s?not?scientific …….so?I?asked?my?colleagues?instead y g
According?to?a?few?HUGErs A di t f HUGE ID?is… IA?is…. Project?vision: Less?page?level?design,?less?vision?around? (voice/positioning/feel/experience),?product? positioning?and?product?definition?and?more?of?a? definition?and?scope,?feature?definition,?overall? data?driven?focus.? user?flow?and?page?level?design. user flow and page level design ID?is?a?holistic?role?that?incorporates?IA,?CS,? IA?is?a?more?focused?discipline?that?is?about?the? vision/product?development?&?research, abstract?informational?structure?of?a?site.? IDs?need?to?know?how?to?do?IA?well,?and? , IAs focus?on?page?level?data?flow,?taxonomy? pg , y likewise,?IAs?need?to?understand?how?their?work? building. will?play?out?in?IA. ID?is?a?far?more?integrative?role?than?IA IA is?a?part?of?the?ID?process.?There?are?some? people?who?specialize?in?this?area. people who specialize in this area Laying?out?pages?is?more?design?driven?then? [IAs]?focus?exclusively?on?organizing?existing? science?driven. content?[and]?typically?do?not?have?the?added? ability?to?design and?create?things?that?are? entirely?new.
According?to?a?few?HUGErs A di t f HUGE Content Strategy?is… Guid[ing]?the?voice of?the?site?and?shape?the?structures?and?processes?that?make?that? voice?possible CS?develops?an?overall?editorial?strategy?and?then?ensure?that?the?publishing?process,? p gy p gp , IA?and?CMS?supported?that?strategy.? CS?lies?somewhere?between?IA,?Editorial?Strategy?and?Development.? CSs determine the next steps and details for maintaining a site that I design. the?next?steps and?details?for?maintaining?a?site?that?I The?CS?can?help?the?client?realize the?vision?– give?them?clear?steps CS?could?also?help?the?team?understand?the?best?way?to?achieve?the?vision?at?the? early?stages?when?product?is?being?defined. early stages when product is being defined A CS?can?contribute?insight?into?the?scope/LOE for?what?the?site?might?become? against?what?resources?the?client?has?to?maintain?the?site. [CS]?is?part?of?IA.?How?can?the?content?be?presented,?arranged,?updated?to?appeal?to? [CS] is part of IA How can the content be presented arranged updated to appeal to the?users.
Our?definition?of?CS? O d fi iti f CS At?Brain?Traffic,?content?strategy?includes:? At Brain Traffic content strategy includes: ‐ What?content?exists?and?why What content exists and why ‐ How?content?will?be?created ‐ How?content?will?be?published How content will be published ‐ How?content?will?governed
Roles?spectrum,?a?flattened?ring Rl t fl tt di copywriting VD ID IA CS
CASE?STUDY Brain?Traffic?
What?we?learned?by?trial?and?error Wh t l db t i l d ? When?IA?done?without?CS,?the?client?often??makes? decisions?based?on?subjective?opinions,?politics,?or? personal?agendas personal agendas ? When?CS?is?done?without?IA,?the?strategy?is?often?vague? and?not?actionable d i bl ? If?IA?and?CS?are?by?separate?teams,?one?or?both?will? likely?need?to?be?redone?or?significantly?changed
Our?process
Strategic?foundation? St t i f d ti ? Examines internal factors that affect CS/IA Examines?internal?factors?that?affect?CS/IA????? goals,?existing?strategies?(business,?web,? communications),?source?inventory,?client? team/structure,?technology?restraints,?existing? / hl i ii databases,?existing?messaging,?etc. ? Examines?external??factors?that?affect?CS/IA?? users,?competitors,?government?regulations,?etc. ? Defines?tasks,?assumptions,?risks,?success?factors
Content?strategy C t tt t The?content?strategist?and?the?IA?work?together?and? present?one?cohesive?strategic?deliverable. present one cohesive strategic deliverable ? The?architect?recommends:? – What?content?lives?on?the?site? – How?the?content?is?organized?and?accessed ? The?strategist?recommends:? – The?organizational?path?to?create,?publish,?and? g p p govern?content – The?business?reasons?behind?those?recommendations – The?business?impacts?of?those?recommendations
Content?strategy C t tt t IA?Content?Strategy?Tools? IA Content Strategy Tools ‐ Site?Map? ‐ Templates? ‐ Page?Tables?? (very?few?wireframes)?
Content?specifications? Ctt ifi ti ? The?architect?produces: p – Any?detailed?wireframes?for?functional?flows?or? unusual?pages/components – Detailed?specs?for?technologists,?designers,?and? writers ? The?strategist?produces:? – Style?guide – Taxonomy?guidelines?
CASE?STUDY HUGE
Merging?is?hard M i ih d 1. Role?seepage 2. Uncertainty?over?who?owns?what 3. Confusion?over?when?CS?should?be?specifically? assigned?(billing?ID?for?both?ID/CS?roles)
“滨础”?础厂笔贰颁罢厂?础?颁厂?厂贬翱鲍尝顿?翱奥狈
Inventory?/content?audit I t / t t dit Why? y ? Often?a?deliverable?in?which?ID/IA?skims?through?(listing? URLs?and?roughly?mapping?existing?site?structure) ? CS mind has the capability to question value of content CS‐mind?has?the?capability?to?question?value?of?content? being?inventoried?and?accessing?level?of?effort?for? repurposing ? CS?can?communicate?what?is?flat,?dead?or?unappetizing?&? identify?opportunities?for?innovation In?what?capacity? ? Ownership?with?input?from?ID/IAs?
Classification?schema Cl ifi ti h Why? ? CS?knows?the?content?in?and?out? ? CS?is?the?content?shepherd?through?project? duration?and?will?work?with?tech?teams?to?ensure? effective?build?of?CMS In?what?capacity? ? Ownership?with?input?from?ID/IAs?
“IA”?ASPECTS?A?CS?SHOULD?BE? INVOLVED?IN INVOLVED IN
Site?vision? Sit i i Why? ? Content?program?will?be?‘sold’?to?the?client?in? this?deliverable In?what?capacity? ? 100% collaboration 100%?collaboration ? Defining?product?strategy?and?high‐level? content?expectations p Method?of?success ? Long?brainstorming?sessions
Personas Why? y ? CS?will?be?defined?around?target?audience? (backed?by?research) In?what?capacity? ? 100% collaboration 100%?collaboration ? Defining?page‐level?content?hierarchy Method?of?success ? During?discovery?phase,?define?personas?based? on?content?needs?of?each
Wireframes Wi f Why? ? Placement?of?content?on?page?is?central?to?storytelling ? Creative?ways?to?expose?content?groupings ? Determine Ad template needs Determine?Ad?template?needs In?what?capacity? ? Collaborating on page level content hierarchy & flow Collaborating?on?page‐level?content?hierarchy?&?flow Method?of?success ? Pre‐wireframing:?scheduled?working?sessions?with? ID/IAs?to?define??schematics?via?whiteboard ? Wireframing: scheduled check‐ins with ID/IAs to ensure Wireframing:?scheduled?check ins?with?ID/IAs?to?ensure? solid?product
Old?Deliverables Old D li bl Interface?design Functional?specifications Navigational?&?user?flows Navigational & user flows
New?Deliverables N D li bl Interface?design Content?hierarchy C t t hi h ? Does?the?page?prioritize?the?right?content?at?the?right?time? ? What?are?the?rules?around?interchangeable?modules? Functional?specifications Content?requirements ? How?will?individual?page?items?grow?over?time? ? Exposed?tags?>?how?will?post‐launch?content?interact?with?these? Navigational?&?user?flows Content?program Content program ? How?do?broad?&?narrow?topics?work?together?in?terms?of?interface? ? What?are?the?individual?content?types?that?live?in?the?back?end?and?how?do?they?map?to? wireframes? ? What?are?the?expectations?for?content?expansion?over?time?
THE?END

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Cs Ia Erin Scime Melissa Rach V4

  • 4. About?Erin Ab t E i ? A?curator?of?digital?objects. ? A?“preditor.” ? An?innovator?of?interaction?design?/?layout. “an?ID?without?owning?wireframes” g
  • 5. About?Melissa? Ab t M li ? I?worked?in?libraries,?too!??? ? Journalist?? ? Interactive?training?film?company?lackey? ? Magazine?publishing?–>?agency?–>?software?–>? g p g gy agency?–>?agency?–>?agency?–>?agency? ? Independent? ? Let’s?Dish! ? Brain?Traffic?
  • 7. So,?what?does?an?IA?do? S h td IA d ? Pretty?much?everyone?has?their?own?definition,? depending?on: ? What?you?do?(and?what?you?don’t?want?to?do) ? What?your?favorite?IA?does?(and?what?she?did? before?she?became?an?IA) ? What?kinds?of?projects?you?work?on
  • 8. What?people?say?IAs?do: Wh t l IA d “They?make?the?site?maps?and?wireframes.”
  • 9. What?people?say?IAs?do: Wh t l IA d “They?make?the?site?maps?and?wireframes.” (um…?not?always?) ( tl )
  • 10. How’d?we?get?in?this?mess? H ’d t i thi ? A?wee?bit?of?history ? 1975:?Wurman?makes?up?the?term?“information? architecture” ? 1975:?Age?of?librarians? ? 1985:?Age?of?database?designers ? 1995:?Age?of?web?“designers”?(graphic?designers? and?programmers)
  • 13. IA?today??(age?of?user?experience?design)? IA t d A?small?sample?of?tasks?sometimes?performed?by?“IAs”:? ? Document?business?goals? ? Define?user?types,?tasks,?and?attributes? ? Define or analyze information repositories (databases etc ) Define?or?analyze?information?repositories?(databases,?etc.) ? Define?and?prioritize?site?content?? ? Categorize?and?organize?content?(overall?site?and?per?template/? page/component) ? Design?access?paths?to?content?(navigation,?search,?linking,?etc.) ? Provide detailed specifications for functional flows Provide?detailed?specifications?for?functional?flows ? Define?detailed?page?structure?(layout) ? Create?a?working?prototype?of?the?site? ? Perform?usability?tests
  • 14. And,?then?there’s?Information?Design A d th th ’ I f ti D i Sure?I?have?my?opinion….. ….but?that’s?not?scientific …….so?I?asked?my?colleagues?instead y g
  • 15. According?to?a?few?HUGErs A di t f HUGE ID?is… IA?is…. Project?vision: Less?page?level?design,?less?vision?around? (voice/positioning/feel/experience),?product? positioning?and?product?definition?and?more?of?a? definition?and?scope,?feature?definition,?overall? data?driven?focus.? user?flow?and?page?level?design. user flow and page level design ID?is?a?holistic?role?that?incorporates?IA,?CS,? IA?is?a?more?focused?discipline?that?is?about?the? vision/product?development?&?research, abstract?informational?structure?of?a?site.? IDs?need?to?know?how?to?do?IA?well,?and? , IAs focus?on?page?level?data?flow,?taxonomy? pg , y likewise,?IAs?need?to?understand?how?their?work? building. will?play?out?in?IA. ID?is?a?far?more?integrative?role?than?IA IA is?a?part?of?the?ID?process.?There?are?some? people?who?specialize?in?this?area. people who specialize in this area Laying?out?pages?is?more?design?driven?then? [IAs]?focus?exclusively?on?organizing?existing? science?driven. content?[and]?typically?do?not?have?the?added? ability?to?design and?create?things?that?are? entirely?new.
  • 16. According?to?a?few?HUGErs A di t f HUGE Content Strategy?is… Guid[ing]?the?voice of?the?site?and?shape?the?structures?and?processes?that?make?that? voice?possible CS?develops?an?overall?editorial?strategy?and?then?ensure?that?the?publishing?process,? p gy p gp , IA?and?CMS?supported?that?strategy.? CS?lies?somewhere?between?IA,?Editorial?Strategy?and?Development.? CSs determine the next steps and details for maintaining a site that I design. the?next?steps and?details?for?maintaining?a?site?that?I The?CS?can?help?the?client?realize the?vision?– give?them?clear?steps CS?could?also?help?the?team?understand?the?best?way?to?achieve?the?vision?at?the? early?stages?when?product?is?being?defined. early stages when product is being defined A CS?can?contribute?insight?into?the?scope/LOE for?what?the?site?might?become? against?what?resources?the?client?has?to?maintain?the?site. [CS]?is?part?of?IA.?How?can?the?content?be?presented,?arranged,?updated?to?appeal?to? [CS] is part of IA How can the content be presented arranged updated to appeal to the?users.
  • 17. Our?definition?of?CS? O d fi iti f CS At?Brain?Traffic,?content?strategy?includes:? At Brain Traffic content strategy includes: ‐ What?content?exists?and?why What content exists and why ‐ How?content?will?be?created ‐ How?content?will?be?published How content will be published ‐ How?content?will?governed
  • 18. Roles?spectrum,?a?flattened?ring Rl t fl tt di copywriting VD ID IA CS
  • 20. What?we?learned?by?trial?and?error Wh t l db t i l d ? When?IA?done?without?CS,?the?client?often??makes? decisions?based?on?subjective?opinions,?politics,?or? personal?agendas personal agendas ? When?CS?is?done?without?IA,?the?strategy?is?often?vague? and?not?actionable d i bl ? If?IA?and?CS?are?by?separate?teams,?one?or?both?will? likely?need?to?be?redone?or?significantly?changed
  • 22. Strategic?foundation? St t i f d ti ? Examines internal factors that affect CS/IA Examines?internal?factors?that?affect?CS/IA????? goals,?existing?strategies?(business,?web,? communications),?source?inventory,?client? team/structure,?technology?restraints,?existing? / hl i ii databases,?existing?messaging,?etc. ? Examines?external??factors?that?affect?CS/IA?? users,?competitors,?government?regulations,?etc. ? Defines?tasks,?assumptions,?risks,?success?factors
  • 23. Content?strategy C t tt t The?content?strategist?and?the?IA?work?together?and? present?one?cohesive?strategic?deliverable. present one cohesive strategic deliverable ? The?architect?recommends:? – What?content?lives?on?the?site? – How?the?content?is?organized?and?accessed ? The?strategist?recommends:? – The?organizational?path?to?create,?publish,?and? g p p govern?content – The?business?reasons?behind?those?recommendations – The?business?impacts?of?those?recommendations
  • 24. Content?strategy C t tt t IA?Content?Strategy?Tools? IA Content Strategy Tools ‐ Site?Map? ‐ Templates? ‐ Page?Tables?? (very?few?wireframes)?
  • 25. Content?specifications? Ctt ifi ti ? The?architect?produces: p – Any?detailed?wireframes?for?functional?flows?or? unusual?pages/components – Detailed?specs?for?technologists,?designers,?and? writers ? The?strategist?produces:? – Style?guide – Taxonomy?guidelines?
  • 27. Merging?is?hard M i ih d 1. Role?seepage 2. Uncertainty?over?who?owns?what 3. Confusion?over?when?CS?should?be?specifically? assigned?(billing?ID?for?both?ID/CS?roles)
  • 29. Inventory?/content?audit I t / t t dit Why? y ? Often?a?deliverable?in?which?ID/IA?skims?through?(listing? URLs?and?roughly?mapping?existing?site?structure) ? CS mind has the capability to question value of content CS‐mind?has?the?capability?to?question?value?of?content? being?inventoried?and?accessing?level?of?effort?for? repurposing ? CS?can?communicate?what?is?flat,?dead?or?unappetizing?&? identify?opportunities?for?innovation In?what?capacity? ? Ownership?with?input?from?ID/IAs?
  • 30. Classification?schema Cl ifi ti h Why? ? CS?knows?the?content?in?and?out? ? CS?is?the?content?shepherd?through?project? duration?and?will?work?with?tech?teams?to?ensure? effective?build?of?CMS In?what?capacity? ? Ownership?with?input?from?ID/IAs?
  • 32. Site?vision? Sit i i Why? ? Content?program?will?be?‘sold’?to?the?client?in? this?deliverable In?what?capacity? ? 100% collaboration 100%?collaboration ? Defining?product?strategy?and?high‐level? content?expectations p Method?of?success ? Long?brainstorming?sessions
  • 33. Personas Why? y ? CS?will?be?defined?around?target?audience? (backed?by?research) In?what?capacity? ? 100% collaboration 100%?collaboration ? Defining?page‐level?content?hierarchy Method?of?success ? During?discovery?phase,?define?personas?based? on?content?needs?of?each
  • 34. Wireframes Wi f Why? ? Placement?of?content?on?page?is?central?to?storytelling ? Creative?ways?to?expose?content?groupings ? Determine Ad template needs Determine?Ad?template?needs In?what?capacity? ? Collaborating on page level content hierarchy & flow Collaborating?on?page‐level?content?hierarchy?&?flow Method?of?success ? Pre‐wireframing:?scheduled?working?sessions?with? ID/IAs?to?define??schematics?via?whiteboard ? Wireframing: scheduled check‐ins with ID/IAs to ensure Wireframing:?scheduled?check ins?with?ID/IAs?to?ensure? solid?product
  • 35. Old?Deliverables Old D li bl Interface?design Functional?specifications Navigational?&?user?flows Navigational & user flows
  • 36. New?Deliverables N D li bl Interface?design Content?hierarchy C t t hi h ? Does?the?page?prioritize?the?right?content?at?the?right?time? ? What?are?the?rules?around?interchangeable?modules? Functional?specifications Content?requirements ? How?will?individual?page?items?grow?over?time? ? Exposed?tags?>?how?will?post‐launch?content?interact?with?these? Navigational?&?user?flows Content?program Content program ? How?do?broad?&?narrow?topics?work?together?in?terms?of?interface? ? What?are?the?individual?content?types?that?live?in?the?back?end?and?how?do?they?map?to? wireframes? ? What?are?the?expectations?for?content?expansion?over?time?