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Closing the
Findability Gap
8 better practices from
information architecture


Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
Hello, my name is Lou




 www.louisrosenfeld.com | www.rosenfeldmedia.com
Closing the Findability Gap: 8 better practices from information architecture
The state of
contemporary
  findability
Some questions that you
probably can’t answer
• Who are your content’s primary audiences?
• What are the five major tasks and needs
  each has?
• Are you satisfying those tasks and needs?
• What data support your thinking?
• How do you measure success?
Why can’t we get
findability right?
Why can’t we get
findability right?
Why can’t we get
findability right?
• We don’t know how to diagnose
Why can’t we get
findability right?
• We don’t know how to diagnose
• We don’t know how to measure
Why can’t we get
findability right?
• We don’t know how to diagnose
• We don’t know how to measure
• Siloed organizations
Why can’t we get
findability right?
• We don’t know how to diagnose
• We don’t know how to measure
• Siloed organizations
• Ill-equipped decision-makers
Why can’t we get
findability right?
• We don’t know how to diagnose
• We don’t know how to measure
• Siloed organizations
• Ill-equipped decision-makers
• Short-term thinking
Why can’t we get
findability right?
• We don’t know how to diagnose
• We don’t know how to measure
• Siloed organizations
• Ill-equipped decision-makers
• Short-term thinking
• Semantic illiteracy
Closing the Findability Gap: 8 better practices from information architecture
Data is binary

Information isn’t
Data is binary

Information isn’t
Information architecture:
8 better practices for findability
 1. Diagnosing the important problems
 2. Balancing our evidence
 3. Advocating for the long term
 4. Measuring engagement
 5. Supporting contextual navigation
 6. Improving search across silos
 7. Combining design approaches effectively
 8. Tuning our designs over time
#1
Diagnosing the
important problems
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences
                                                  Not all queries
                                                   are distributed
                                                      equally
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences
                             Nor do they
                        diminish gradually
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences
A handful of queries/tasks/ways to navigate/features/
 A little goes a long way
documents meet the needs of your most important audiences




                 80/20 rule isn’t
                 quite accurate
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
(and the tail is quite long)
The Long Tail is
(and the tail is quite long)
                           much longer than
                             you’d suspect
Zipf Distribution in text
It’s Zipf’s World;
we just live in it
 A little...
  •   queries

  •   tasks

  •   ways to navigate

  •   features

  •   documents

 ...goes a long way
Closing the Findability Gap: 8 better practices from information architecture
UNVERIFIED RUMOR:
UNVERIFIED RUMOR:
      90% of
UNVERIFIED RUMOR:
       90% of
Microsoft.com content
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
      not even once
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
      not even once

      TAKEAWAY:
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
      not even once

     TAKEAWAY:
     FOCUS ON
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
      not even once

     TAKEAWAY:
     FOCUS ON
    THE STUFF
UNVERIFIED RUMOR:
         90% of
 Microsoft.com content
has never been accessed...
      not even once

     TAKEAWAY:
     FOCUS ON
    THE STUFF
THAT MATTERS!
#2
Balancing our evidence
from Christian Rohrer: http://is.gd/95HSQ2
Balanced research
                                             leads to true insight,
                                              new opportunities




from Christian Rohrer: http://is.gd/95HSQ2
Lou’s TABLE OF
OVERGENERALIZED            Web Analytics              User Experience
  DICHOTOMIES

                                                   Users' intentions and
    What they         Users' behaviors (what's
                                                   motives (why those things
     analyze          happening)
                                                   happen)

                                                   Qualitative methods for
 What methods         Quantitative methods to
                                                   explaining why things
  they employ         determine what's happening
                                                   happen

                                                   Helps users achieve goals
  What they're    Helps the organization meet
                                                   (expressed as tasks or
trying to achieve goals (expressed as KPI)         topics of interest)

                                                   Uncover patterns and
  How they use        Measure performance (goal-
                                                   surprises (emergent
     data             driven analysis)
                                                   analysis)

                  Statistical data ("real" data    Descriptive data (in small
What kind of data
                  in large volumes, full of        volumes, generated in lab
   they use       errors)                          environment, full of errors)
#3
Advocating for the long-term
Steward Brand’s Pace Layering
model              Typical design
                       focus




                     Stuff that gets ignored:
                     mission, vision, charter,
                      goals, KPI, objectives
#4
Measuring engagement
Closing the Findability Gap: 8 better practices from information architecture
Closing the Findability Gap: 8 better practices from information architecture
Measuring
conversions?
No problem...
Closing the Findability Gap: 8 better practices from information architecture
Closing the Findability Gap: 8 better practices from information architecture
..measuring
anything else?
 Good luck!
The missing metrics
of in-betweenness
• Orientation (“What can I do here?”)
• Engagement (“I like this; do you?”)
• Connection/cross-promotion (“What goes
  with this?”)
• Authority (“I trust this”)
• and many more...
#5
Supporting
contextual navigation
Contextual navigation:
your site’s desire lines
Contextual navigation:
  your site’s desire lines



   Determine
through content
  modeling, site
 search analytics
Contextual navigation:
  your site’s desire lines



   Determine
through content
  modeling, site
 search analytics
                           Deep navigation requires
                                  content modeling:
                               a better approach to
                    deep IA and content structuring
Important content objects emerge
                                          concert calendar
 from content modeling (example: BBC)


  album pages     artist descriptions
                                              TV listings




album reviews    discography            artist bios
Important content objects emerge
                                              concert calendar
 from content modeling (example: BBC)


  album pages     artist descriptions
                                                  TV listings



                             Content that
                             matters most

album reviews    discography                artist bios
Important metadata attributes emerge
from content modeling
Important metadata attributes emerge
from content modeling




                                       Metadata that
                                       matters most
#6
Improving search across silos
Reconsidering the search UI...
...by contextualizing “advanced”
features, focusing on revision
...by contextualizing “advanced”
features, focusing on revision
 search session patterns
 1. solar energy
 2. how solar energy works
...by contextualizing “advanced”
features, focusing on revision
  search session patterns
  1. solar energy
  2. how solar energy works




 search session patterns
 1. solar energy
 2. energy
...by contextualizing “advanced”
features, focusing on revisionsearch session patterns
  search session patterns     1. solar energy
  1. solar energy             2. solar energy charts
  2. how solar energy works




 search session patterns
 1. solar energy
 2. energy
...by contextualizing “advanced”
features, focusing on revision    search session patterns
  search session patterns         1. solar energy
  1. solar energy                 2. solar energy charts
  2. how solar energy works




                           search session patterns
 search session patterns   1. solar energy
 1. solar energy           2. explain solar energy
 2. energy
...by contextualizing “advanced”
features, focusing on revision        search session patterns
  search session patterns             1. solar energy
  1. solar energy                     2. solar energy charts
  2. how solar energy works




                             search session patterns
 search session patterns     1. solar energy
 1. solar energy             2. explain solar energy
 2. energy


                           search session patterns
                           1. solar energy
                           2. solar energy news
Recognizing
specialized queries
(e.g., proper nouns,
dates, unique ID#s)
...and designing specialized search results
...and designing specialized search results
...and designing specialized search results
Content objects
 from product
content model

...and designing specialized search results
Poor search
                                 results returned
                                 by search engine




Content objects
 from product
content model

...and designing specialized search results
#7
Combining design approaches
effectively
Yes, manual effort is still as
important as tools
Yes, manual effort is still as
important as tools

                   Narrow, deep
                   content access
Vanguard’s Tax Center is a
simple, low-tech, editorial
Vanguard’s Tax Center is a
simple, low-tech, editorial


      ...to editorially
        rich content
Closing the Findability Gap: 8 better practices from information architecture
Manually
selected results
Manually
selected results




   ...complement
      raw results
Treat your content
                                                                      Each layer is
                                                                       cumulative;
                                                                    most important

        like an onion                                                 content is at
                                                                           the core



            information
layer                                  usability           content strategy
            architecture
          indexed by search
 0             engine
                                     leave it alone           leave it alone

                                 squeaky wheel issues
 1          tagged by users
                                      addressed
                                                             refresh annually

        tagged by experts (non-   test with a service
 2            topical tags)     (e.g., UserTesting.com)
                                                             refresh monthly

          tagged by experts      “traditional” lab-based    titled according to
 3           (topical tags)           user testing               guidelines
          content models for                               structured according
 4       contextual navigation
                                      A/B testing
                                                                to schema
#8
Tuning designs over time
Your site is a moving target
built on moving targets
Impact of change on design
(queries)
Impact of change on design
(queries)


 Interest in the
  football team:
     going...
Impact of change on design
(queries)


 Interest in the
  football team:
     going...

                   ...going...
Impact of change on design
(queries)


 Interest in the
  football team:
     going...

                   ...going...



                                 gone
Impact of change on design
(queries)


                                        Time to
 Interest in the
                                         study!
  football team:
     going...

                   ...going...



                                 gone
IRS before Tax Day
Before
              Tax Day
IRS before Tax Day
IRS after Tax Day

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Closing the Findability Gap: 8 better practices from information architecture

  • 1. Closing the Findability Gap 8 better practices from information architecture Lou Rosenfeld •  Rosenfeld Media •  rosenfeldmedia.com
  • 2. Hello, my name is Lou www.louisrosenfeld.com | www.rosenfeldmedia.com
  • 5. Some questions that you probably can’t answer • Who are your content’s primary audiences? • What are the five major tasks and needs each has? • Are you satisfying those tasks and needs? • What data support your thinking? • How do you measure success?
  • 6. Why can’t we get findability right?
  • 7. Why can’t we get findability right?
  • 8. Why can’t we get findability right? • We don’t know how to diagnose
  • 9. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure
  • 10. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations
  • 11. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers
  • 12. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers • Short-term thinking
  • 13. Why can’t we get findability right? • We don’t know how to diagnose • We don’t know how to measure • Siloed organizations • Ill-equipped decision-makers • Short-term thinking • Semantic illiteracy
  • 17. Information architecture: 8 better practices for findability 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  • 19. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 20. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Not all queries are distributed equally
  • 21. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 22. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences Nor do they diminish gradually
  • 23. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences
  • 24. A handful of queries/tasks/ways to navigate/features/ A little goes a long way documents meet the needs of your most important audiences 80/20 rule isn’t quite accurate
  • 25. (and the tail is quite long)
  • 26. (and the tail is quite long)
  • 27. (and the tail is quite long)
  • 28. (and the tail is quite long)
  • 29. (and the tail is quite long)
  • 30. The Long Tail is (and the tail is quite long) much longer than you’d suspect
  • 32. It’s Zipf’s World; we just live in it A little... • queries • tasks • ways to navigate • features • documents ...goes a long way
  • 36. UNVERIFIED RUMOR: 90% of Microsoft.com content
  • 37. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed...
  • 38. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once
  • 39. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY:
  • 40. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON
  • 41. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON THE STUFF
  • 42. UNVERIFIED RUMOR: 90% of Microsoft.com content has never been accessed... not even once TAKEAWAY: FOCUS ON THE STUFF THAT MATTERS!
  • 44. from Christian Rohrer: http://is.gd/95HSQ2
  • 45. Balanced research leads to true insight, new opportunities from Christian Rohrer: http://is.gd/95HSQ2
  • 46. Lou’s TABLE OF OVERGENERALIZED Web Analytics User Experience DICHOTOMIES Users' intentions and What they Users' behaviors (what's motives (why those things analyze happening) happen) Qualitative methods for What methods Quantitative methods to explaining why things they employ determine what's happening happen Helps users achieve goals What they're Helps the organization meet (expressed as tasks or trying to achieve goals (expressed as KPI) topics of interest) Uncover patterns and How they use Measure performance (goal- surprises (emergent data driven analysis) analysis) Statistical data ("real" data Descriptive data (in small What kind of data in large volumes, full of volumes, generated in lab they use errors) environment, full of errors)
  • 48. Steward Brand’s Pace Layering model Typical design focus Stuff that gets ignored: mission, vision, charter, goals, KPI, objectives
  • 56. The missing metrics of in-betweenness • Orientation (“What can I do here?”) • Engagement (“I like this; do you?”) • Connection/cross-promotion (“What goes with this?”) • Authority (“I trust this”) • and many more...
  • 59. Contextual navigation: your site’s desire lines Determine through content modeling, site search analytics
  • 60. Contextual navigation: your site’s desire lines Determine through content modeling, site search analytics Deep navigation requires content modeling: a better approach to deep IA and content structuring
  • 61. Important content objects emerge concert calendar from content modeling (example: BBC) album pages artist descriptions TV listings album reviews discography artist bios
  • 62. Important content objects emerge concert calendar from content modeling (example: BBC) album pages artist descriptions TV listings Content that matters most album reviews discography artist bios
  • 63. Important metadata attributes emerge from content modeling
  • 64. Important metadata attributes emerge from content modeling Metadata that matters most
  • 68. ...by contextualizing “advanced” features, focusing on revision search session patterns 1. solar energy 2. how solar energy works
  • 69. ...by contextualizing “advanced” features, focusing on revision search session patterns 1. solar energy 2. how solar energy works search session patterns 1. solar energy 2. energy
  • 70. ...by contextualizing “advanced” features, focusing on revisionsearch session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns 1. solar energy 2. energy
  • 71. ...by contextualizing “advanced” features, focusing on revision search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy
  • 72. ...by contextualizing “advanced” features, focusing on revision search session patterns search session patterns 1. solar energy 1. solar energy 2. solar energy charts 2. how solar energy works search session patterns search session patterns 1. solar energy 1. solar energy 2. explain solar energy 2. energy search session patterns 1. solar energy 2. solar energy news
  • 73. Recognizing specialized queries (e.g., proper nouns, dates, unique ID#s)
  • 77. Content objects from product content model ...and designing specialized search results
  • 78. Poor search results returned by search engine Content objects from product content model ...and designing specialized search results
  • 80. Yes, manual effort is still as important as tools
  • 81. Yes, manual effort is still as important as tools Narrow, deep content access
  • 82. Vanguard’s Tax Center is a simple, low-tech, editorial
  • 83. Vanguard’s Tax Center is a simple, low-tech, editorial ...to editorially rich content
  • 86. Manually selected results ...complement raw results
  • 87. Treat your content Each layer is cumulative; most important like an onion content is at the core information layer usability content strategy architecture indexed by search 0 engine leave it alone leave it alone squeaky wheel issues 1 tagged by users addressed refresh annually tagged by experts (non- test with a service 2 topical tags) (e.g., UserTesting.com) refresh monthly tagged by experts “traditional” lab-based titled according to 3 (topical tags) user testing guidelines content models for structured according 4 contextual navigation A/B testing to schema
  • 89. Your site is a moving target built on moving targets
  • 90. Impact of change on design (queries)
  • 91. Impact of change on design (queries) Interest in the football team: going...
  • 92. Impact of change on design (queries) Interest in the football team: going... ...going...
  • 93. Impact of change on design (queries) Interest in the football team: going... ...going... gone
  • 94. Impact of change on design (queries) Time to Interest in the study! football team: going... ...going... gone
  • 96. Before Tax Day IRS before Tax Day
  • 98. After Tax Day IRS after Tax Day
  • 99. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time
  • 100. Summary: 8 IA better practices 1. Diagnosing the important problems 2. Balancing our evidence 3. Advocating for the long term 4. Measuring engagement 5. Supporting contextual navigation 6. Improving search across silos 7. Combining design approaches effectively 8. Tuning our designs over time Let’s stop boiling the ocean
  • 101. Say hello Lou Rosenfeld lou@louisrosenfeld.com Rosenfeld Media  www.louisrosenfeld.com | @louisrosenfeld www.rosenfeldmedia.com | @rosenfeldmedia

Editor's Notes

  1. \n
  2. \n
  3. http://xkcd.com/773/\n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. http://www.semanticreview.com/images/semantic-data.jpg\n
  13. http://www.semanticreview.com/images/semantic-data.jpg\n
  14. \n
  15. \n
  16. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  17. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  18. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  19. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  20. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  21. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  22. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  23. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  24. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
  25. Amazing drawing by Eva-Lotta Lamm: www.evalotta.net\n
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  43. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  44. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  45. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  46. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
  47. Funnel: http://www.orionweb.net/wp-content/uploads/conversion-funnel.png\nSitemap: http://www.peacockvaughninsurance.com/images/SiteMap.bmp\n
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  71. Onion courtesy Eva-Lotta Lamm\n
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