morvillesemanticstudios com Information Architecture Designing and Organising Digital

morville@semanticstudios. com Information Architecture Designing and Organising Digital Information Spaces

morville@semanticstudios. com Introductions Huibert J. Evekink, Amadeus Global Travel (Spain) Margaret Hanley, BBC (UK) Jane Mc. Connell, Net. Strategy JMC (France) Peter Morville, Semantic Studios (USA) Organised by Information Today in conjunction with i-expo.

morville@semanticstudios. com Peter Morville Background • Library and Information Science (1993) • Information Architecture + Findability • CEO, Argus Associates (1994 - 2001) • Co-Author, IA for the World Wide Web (1998, 2002) Current Roles • President, Semantic Studios • President, Asilomar Institute for Information Architecture • Adjunct Faculty, UM School of Information • VP, User Experience, Q LTD

morville@semanticstudios. com Asilomar Institute for Information Architecture • International non-profit organization • Launched in November 2002 • Advance practice and profession of information architecture • IA library, tools, events, discussion, events, news, job board • 500 members from 40 countries http: //aifia. org

morville@semanticstudios. com Part I. The Case for IA

morville@semanticstudios. com 1. The combination of organization, labeling, and navigation schemes within an information system. 2. The structural design of an information space to facilitate task completion and intuitive access to content. 3. The art and science of structuring and classifying web sites and intranets to help people find and manage information. 4. An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape.

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morville@semanticstudios. com Why is IA Important? Cost of finding (time, frustration) Cost of not finding (bad decisions, alternate channels) Cost of construction (staff, technology, planning, bugs) Cost of maintenance (content management, redesigns) Cost of training (employees, turnover) Value of education (related products, projects, people) Value of brand (identity, reputation, trust)

morville@semanticstudios. com Web Site Statistics Wasted expense: most sites will waste between $1. 5 M and $2. 1 M on redesigns next year. Forfeited revenue: poorly architected retailing sites are underselling by as much as 50%. Lost customers: the sites we tested are driving away up to 40% of repeat traffic. Eroded brand: people who have a bad experience, typically tell 10 others. Forrester Research Why Most Web Sites Fail

morville@semanticstudios. com Time Spent Searching Employees spend 35% of productive time searching for information online. Working Council for Chief Information Officers Basic Principles of Information Architecture Managers spend 17% of their time (6 weeks a year) searching for information. Information Ecology Thomas Davenport and Lawrence Prusak

morville@semanticstudios. com The High Cost of Not Finding “The Fortune 1000 stands to waste at least $2. 5 billion per year due to an inability to locate and retrieve information. ” “While the costs of not finding information are enormous, they are hidden within the enterprise, and…are rarely perceived as having an impact on the bottom line. ” The High Cost of Not Finding Information An IDC White Paper, July 2001

morville@semanticstudios. com Intranet Statistics After spending two years and $3 million on development and usability testing, Bay Networks expects to see $10 million in productivity gains…as a result of its new (intranet) information architecture. Working Council for Chief Information Officers Basic Principles of Information Architecture

morville@semanticstudios. com Intranet Statistics “The average mid-sized company could gain $5 million per year in employee productivity by improving its intranet design to the top quartile level of a crosscompany intranet usability study. The return on investment? One thousand percent or more. ” Intranet Usability: The Trillion-Dollar Question Jakob Nielsen’s Alertbox, November 2002

morville@semanticstudios. com Importance of Usability “B 2 C site managers told us that ease-of-use was the most important element of their site’s design. ” “Financial services execs rated usability as the most important contributor to the success of a bank or brokerage site. ” Get ROI from Design Forrester Research, June 2001.

morville@semanticstudios. com Organi$ation “Delphi Group’s research on user experiences with corporate Webs reveals that lack of organization of information is in fact the number one problem in the opinion of business professionals. ” Taxonomy & Content Classification A Delphi Group White Paper, 2002 http: //www. delphigroup. com/research/whitepapers/WP_2002_TAXONOMY. PDF

morville@semanticstudios. com Most Common User Experience Problems Poorly organized search results 53% Poor information architecture 32% Slow performance 32% Cluttered home pages 27% Confusing labels 25% Invasive registration 15% Inconsistent navigation 13% Vividence Research Tangled Web 2001 Results collected from 69 major web sites.

morville@semanticstudios. com Why is IA Difficult? Language is Ambiguous synonyms, abbreviations, acronyms, misspellings, homonyms, antonyms, contronyms, etc. Organization is Subjective categorization and information seeking behaviors vary widely among individuals. Goals are Complex find (precision/recall), sell (push/pull), user experience Information Architecture is… abstract, detailed, systemic

morville@semanticstudios. com business goals, funding, politics, culture, technology, human resources document and object types, metadata, volume, existing site, structure, relationships audiences, goals, tasks, information needs, experience, behavior, vocabularies

morville@semanticstudios. com Invisible Information Architecture

morville@semanticstudios. com IA Therefore I Am Peter Morville morville@semanticstudios. com Semantic Studios http: //semanticstudios. com/ Asilomar Institute for Information Architecture http: //aifia. org/ Findability http: //findability. org/