The document discusses information architecture (IA) and how it must adapt to changes in how people access and share information online. It emphasizes designing architectures that support distributed content and engagement across networks rather than just websites. Effective IA involves understanding user needs, content, and the broader online context. It is an iterative process of research, conceptual modeling, content analysis, design, and continuous testing and optimization. Success requires listening to conversations and providing useful, shareable content while also measuring different levels of user involvement, interaction, influence and intimacy online.

1. // World Wide Wonder Museums on the web // Information Architecture and the distributed online experience June 10 th 2009 // Jason Ryan Head of User Experience, iCrossing UK

4. 1. INTRODUCTION Digg: A network of experiences

5. 2. INTRODUCING IA What is Information Architecture? Home Galleries Links Contact Information Photography Art Other The effective organisation, labelling and layout of information that allows users to achieve their goals

6. 2. INTRODUCING IA What about the quality of the experience? (Introducing User Experience) useful valuable credible usable desirable findable accessible ‘ UX is an approach to problem-solving that is media agnostic, interdisciplinary, holistic, and is driven by an understanding of human behaviour, cognition, capacities, needs, desires, and context’ ‘ It doesn’t matter how perfect the articulation of the interaction, or how elegantly the experience is structured; if it does not address a human need or desire, it is destined to fail’ ‘ Ultimately, our efforts must deliver value’

7. divergent convergent 2. INTRODUCING IA IA is part of a (user centred) design process personas and scenarios information architecture interaction design design iterations documentation contextual research stakeholder research competitor evaluation concept development user research

8. Many organisations see their website as the sum total of their online existence – But every organisation exists in a broader network; through networks of links and conversations – The question is to what degree we choose to be part of those networks ? through listening and engagement - And to what extent we can develop our IA to embrace and optimise the flow of information across the social web ? 2. INTRODUCING IA But what about the rest of the web? Welcome to the network map ...

9. 2. INTRODUCING IA Information Architecture Is the term sufficient to describe what we are trying to achieve? We need to design architectures that deliver experiences and support human activities - communication and participation - Experience Architecture ? As used by some agencies - Network Architecture ? A network of experiences - Social Architecture ? The web is social - Participation Architecture? As used by Tim O’Reilly re. Web 2.0 - Engagement Architecture? - Communication Architecture ?

10. 2. INTRODUCING IA The challenges - We are moving from a channel to a network view of the web - We need to consider centralised and de-centralised web strategies - Distributed access to content needs to inform the IA/UX strategy - What does success look like - measure engagement as well as page views

11. 3. DEVELOPING IA Developing an effective IA IA is not about a set of rules and methodologies IA is about ways of working - a toolbox of principles , guidelines and techniques Business Users Content IA

18. 3. DEVELOPING IA Why do we need a conceptual model ?

20. The Building The Collection People Exhibitions Events Speed of change 3. DEVELOPING IA Developing an effective IA: Conceptual model

23. 3. DEVELOPING IA Developing an effective IA: Bottom-up

24. 3. DEVELOPING IA Developing an effective IA: Bottom-up

25. 3. DEVELOPING IA Developing an effective IA: Wireframes

26. 3. DEVELOPING IA Developing an effective IA: Wireframes

27. 3. DEVELOPING IA Developing an effective IA: Research & testing Continually test and optimise throughout the design process

28. 4. IA BEYOND THE SITE From Channels to Networks The people formerly known as ‘the audience’ now exist in connected networks of experiences and information Those organisations that are aware , active , useful and ultimately trusted in these networks will succeed Search and social media help define networks as they enable the navigation and conversation that is fundamental to our online journeys

29. Search as Navigation 4. IA BEYOND THE SITE Search as Navigation UK only All searches

30. 4. IA BEYOND THE SITE Search as Navigation Home page Search optimised landing pages Widgets on 3 rd party sites Yoursite.org.uk Home

31. 4. IA BEYOND THE SITE Search as Navigation Industry Language Oral care Oral health Locate dental professional Good oral hygiene Oral hygiene Good Oral hygiene Whitening Battery-powered toothbrush Kid’s toothbrush Professional whitening system 148 5,232 10 190 5,155 190 5,075 145 592 670 17,407 Search Volume per month Consumer Language Dental care Dental health Find a dentist Dental hygiene Dental hygiene Personal hygiene Tooth whitening Electric toothbrush Child toothbrush Tooth whitening system 188,818 74,588 29,525 24,558 24,558 17,670 146,212 16,522 835 6,205 529,491 Search Volume per month

32. TWO : ENGAGE 4. IA BEYOND THE SITE Network Architecture 3 principles for success in networks / listen / be useful / be live / Map networks and monitor conversations to understand what people are saying and doing / Attention is earned in networks not bought / Use this understanding to provide useful content for people to find and share / Free up information so it can travel online / Set engagement targets / Measure / Respond through active management / Use social media spaces that are immediate and responsive, i.e. Twitter / Develop relationships with influencers and advocates

33. Media platforms Forums Applications Streams / feeds RSS Widget 4. IA BEYOND THE SITE Network Architecture Yoursite.org.uk

35. 4. IA BEYOND THE SITE Network Architecture: 3 rd party content

36. 4. IA BEYOND THE SITE Network Architecture: 3 rd party content

37. 4. IA BEYOND THE SITE Network Architecture: Set your content free

38. 4. IA BEYOND THE SITE Network Architecture: Set your content free

39. 4. IA BEYOND THE SITE Case Study: Brooklyn Museum of Art

40. 4. IA BEYOND THE SITE Case Study: Brooklyn Museum of Art

41. 4. IA BEYOND THE SITE Case Study: Brooklyn Museum of Art

42. 4. IA BEYOND THE SITE Case Study: Brooklyn Museum of Art

44. Jason Ryan Email : jason.ryan@icrossing.co.uk Twitter: www.twitter.com/jasonryan Thank you

45. 4. IA BEYOND THE SITE Search as Navigation

46. Advocacy Actions Awareness Volume & Brand Control Involvement Interaction Influence Intimacy MEASURE & OPTIMISE 5. MEASURE AND OPTIMISE Measurement framework: Search, site & social