Getting Your Priorities Straight: A Guide to Successful Information Architecture for Nonprofits
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Not-for-profit organizations often struggle for resources to focus on how engaging their web presence is for supporters. This guide aims to answer what information architecture is, why it matters, what makes good IA, what makes good IA in a nonprofit context, and how organizations can transform their web presence by focusing on IA.
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Getting Your Priorities Straight: A Guide to Successful Information Architecture for Nonprofits
- 1. Getting Your Priorities Straight: A Guide to Successful IA PRESENTED BY MISTY MCLAUGHLIN 10/23/2012 Footer 1
- 2. INTRO Misty McLaughlin, User Experience Principal - 10 years of nonprofit-focused online consulting (7 years with Convio + Blackbaud) - Master‟s degree in Information Architecture (IA) I’m also a… - Worked with nonprofits of all * Portland, Maine resident * parent of a 2-year-old shapes, sizes, budgets, and * content strategy geek causes * Cancer who likes long walks on the beach …with my mobile device. 10/23/2012 Footer 2
- 3. #BBCON TWEET YOUR EXPERIENCE: #bbinteractive #bbstraightIA @uxfornonprofits 10/23/2012 Footer 3
- 4. OUR TIME TOGETHER • What is IA? • Why Does IA Matter? • What Is Good IA? • What Is Good IA for Nonprofits? • How Do I Make Good IA? 10/23/2012 Footer 4
- 5. WHAT IS INFORMATION ARCHITECTURE? 10/23/2012 Footer 5
- 6. CONNECTS PEOPLE TO CONTENT IA Connects People to Content 10/23/2012 Footer 6
- 7. CONNECTS PEOPLE TO CONTENT – IN CONTEXT Content Users Context 10/23/2012 Footer 7
- 8. MAPS, FUN, PEOPLE, FINDING, MAKING THINGS EASY A Son‟s Take on Explain IA 10/23/2012 Footer 8
- 9. MOST PEOPLE THINK OF IA AS 10/23/2012 Footer 9
- 10. BUT IT’S ALSO 10/23/2012 Footer 10
- 11. ALL THE MAPS YOU NEED FOR YOUR JOURNEY 10/23/2012 Footer 11
- 12. WHY DOES IA MATTER? 10/23/2012 Footer 12
- 13. BECAUSE PEOPLE NEED HELP Knowing where to turn Understanding issues Finding information Building relationships Taking appropriate action 10/23/2012 Footer 13
- 14. Your website is your organization’s most public face. 10/23/2012 Footer 14
- 15. CONSIDER THE COSTS OF BAD IA EXTERNAL COSTS (WITH CONSTITUENTS) • Time • Lost pleasure • Frustration • Lost opportunity to educate • Lost interest • Boost to your competitors • Lost trust = Lost Loyalty & Support INTERNAL COSTS (WITH STAFF & ACROSS ORGANIZATION) • Time • Staff time updating labor-intensive • Frustration content • Staff resources answering the • Cost of adapting site to new phone environments (e.g. tablet) • Cost of training staff • Cost of redesigns = Lost Time, Money, & Morale 10/23/2012 Footer 15
- 16. BUT IF YOU GET IT RIGHT Trust Awareness Credibility Pleasure Value Or, in conversion terms… Increased donations Greater constituent engagement Stronger sense of online community Fuller achievement of your mission Better relationships built 10/23/2012 Footer 16
- 17. WHAT IS GOOD IA? 10/23/2012 Footer 17
- 18. EFFECTIVE IA IS IA is… 10/23/2012 Footer 18
- 19. EFFECTIVE IA DOES …as IA does. • Balance breadth against depth • Show AND tell • Help people move through, among, around, and between • Depend on strong content 10/23/2012 Footer 19
- 20. A FEW RULES + A PRINCIPLE • Consistency: The golden rule. Enough said. • Progressive Disclosure: Take your visitors on a journey. Don‟t be afraid of clicks – just make the clicks matter. • 7 Plus-or-Minus 2: People‟s brains can only hold 5 to 9 options in working memory. Group your content and present choices accordingly. • Tunnel Vision: Our visual cortex is smart. If it looks like advertising or junk, most people will automatically filter it out. IA Principle Numero Uno: Be guided first by cognitive science and research, second by personal experience. 10/23/2012 Footer 20
- 21. SOME TOOLS OF THE TRADE (THE MAPS) Content Personas Inventory “Who” “What” Wireframe – “Where” Visitor Experience Map Sitemap 10/23/2012 “Why” Footer “How” 21
- 22. ANATOMY OF A WEBSITE (THE TRANSPORTATION MAP) Branding Navigation Dedicated show & tell of impact Mission Key calls to action Storytelling 10/23/2012 Footer 22
- 23. SOME SIGNPOSTS & WAYFINDERS 10/23/2012 Footer 23
- 24. WHAT IS GOOD IA FOR NONPROFITS? 10/23/2012 Footer 24
- 25. GOOD NONPROFIT IA… 1. Leads With Your Mission: Your homepage must say who your organization is or what you do (your mission) in 15 words or less. 57% of organizations fail to clearly state their mission on their homepage. 10/23/2012 Footer 25
- 26. GOOD NONPROFIT IA… 2. Tells the Story: Your homepage should include at least one story of a person your org has directly helped. 10/23/2012 Footer 26
- 27. GOOD NONPROFIT IA… 3. Makes the case: Your site should clearly, simply articulate what a donor is investing in. 96% of organizations fail to make the case of their impact from their homepage. 10/23/2012 Footer 27
- 28. GOOD NONPROFIT IA… 4. Keeps Them Around: 70% of first-time visitors should reach your site and stay more than 30 seconds (and then view your great content!). 55% of organizations have a greater than 50% homepage bounce rate. 10/23/2012 Footer 28
- 29. GOOD NONPROFIT IA… 5. Gets Them Involved: From your homepage, a first-time visitor couldn‟t name 3 ways to get involved with your organization. 10/23/2012 Footer 29
- 30. GOOD NONPROFIT IA… 6. Makes donating painfully easy: Your donor shouldn‟t have to click more than once from any place on your website to make a gift. 10/23/2012 Footer 30
- 31. GOOD NONPROFIT IA… 7. Offers easy access: Your global (or top) navigation should group no more than 7 choices. And make „em meaningful! What to do: 10/23/2012 Footer 31
- 32. GOOD NONPROFIT IA… 8. Is for outsiders: Your content and navigation should be labelled for the uninitiated, first-time visitor, rather than using terminology that only “insiders” at your organization would understand. In my experience, about 85% of organizations use internal jargon or “Org Speak.” What not to do: 10/23/2012 Footer 32
- 33. GOOD NONPROFIT IA… 9. Makes it personal: When a visitor signs up for your newsletter (or anything else), make sure there‟s a visible change to the site. 10/23/2012 Footer 33
- 34. GOOD NONPROFIT IA… 10. Shows & tells: Your imagery reflects who you are and who you serve, and complements your language. 10/23/2012 Footer 34
- 35. HOW DO I MAKE GOOD IA? 10/23/2012 Footer 35
- 36. KNOW YOUR AUDIENCE Research their motivations, perceptions, attitudes, behaviors, and goals. Get your findings down on paper. Listen. And listen some more. Lather, rinse, repeat. Content Users Context 10/23/2012 Footer 36
- 37. KNOW YOUR CONTENT Content Have a 360-degree view of content. Articulate content goals and aspirations. Consider dynamic and personalized content. Users Context 10/23/2012 Footer 37
- 38. KNOW YOUR CONTEXT Content Users Context Partners, competitors (including for-profit info and service providers) 10/23/2012 Footer 38
- 39. MAP THE BIG PICTURE: THE WHOLE NEIGHBORHOOD • Homebase = your websites, populated and controlled by you. • Embassies = places on a social network or other digital platform, where you have a presence. This is not your home territory, but you have a defined space (that you contribute content to) where people can visit and interact with you. • Outposts = places that are closely tied to your brand or your mission but are * credit James Burden, not primarily populated or controlled by Strategic Services, you.* Blackbaud UK 10/23/2012 Footer 39
- 40. MOVE FROM FOREST TO TREES TO LEAVES… …and back again. 10/23/2012 Footer 40
- 41. TEST IT, TWEAK IT, TEST IT AGAIN Navigation Flow Click Test 5 Second Test A prescribed path is Ask your target Give your target provided for your audience audience five target audiences to questions that seconds to complete where we engage them to evaluate your can see how click on what website before successful they are they believe is answering at each step. the best answer questions about to each what they saw. 10/23/2012 Footer question. 41
- 42. SELECTED BLACKBAUD UX CLIENTS HANG UP & DIAL 911 10/23/2012 Footer 42
- 43. MORE UX GOOD STUFF Adaptive Content for a Future-Proofed World Monday, 10 am, National Harbor 8-9 Don‟t forget to stop by the With the multitude of web-connected devices around us and in development, it‟s becoming too interactive booth! difficult to anticipate what screen sizes to design Meet great folks, for. The answer to this dilemma is to start thinking ask questions differently about content. It‟s no longer just text and talk shop! images appearing on a web page, so why are we still writing like it is? Mobile Homepage Design Slam Tuesday, 9:30 am, National Harbor 13 This will be an interactive, participatory design session. We‟ll briefly cover the process for designing mobile homepages and will then ask audience members to volunteer to show their homepage so the group can translate it into a mobile-friendly layout. 10/23/2012 Footer 43
- 44. QUESTIONS? Thank you! Misty McLaughlin User Experience Principal 512-652-2661 misty.mclaughlin@blackbaud.com @uxfornonprofits 10/23/2012 Footer 44
Notes de l'éditeur
- TITLE SLIDE.
- Section header
- Blueprint – or more specifically, sitemaps and wireframes for the house you’re going to build, names & purposes of the rooms, etc., the layer before the paint, the structure(clarify the house metaphor – IA is also not systems architecture, visual design, the other elements of homebuilding)
- …it’s about the whole neighborhood.Which means it’s more than just sitemaps and wireframes. It’s an entire roadmap for getting in, out, and around the house to all the places people will regularly want to go in the neighborhood. Facebook and Twitter, the coffee shops. Partner sites. It also encompasses the needs and uses for the space. What will you do, how will you spend your time there, planning for the future, because your needs for the space will change (kids will grow up, you might start working from home, etc.). So IA is a roadmap for current needs as well as aspirations.
- IA is the plan and the detail, at all levels of fidelity and resolution. For example, a content inventory collects the entire landscape of content (world map), while a sitemap focuses in detail on the structure and organization (all the roads), and a navigation and search plan shows how you’re going to help people move around in the space.
- Section header
- If you’re one of the lucky organizations that has answers, help, or inspiration for people – IA is your ticket to success. You can create loyal supporters who are bought into your cause – think of the feelings of goodwill you experience when you’re desperate or in need, and someone simply seems to intuit your question and respond.Have a handle on things, that they’re connecting, that they’re doing something – people are hungry to “do something,” and your website in particular can satisfy this. The question to ask yourself, and your visitors, is: what do people need help with that I can uniquely provide?
- Public face, and it’s public space. People are more likely to hang out in social media (the coffee shops), because that’s where they are natively. But the parties you throw at your house are your chance – more than direct mail, more than email, more than your brick-and-mortar building – to create a space that people identify with and want to return to. Still the myth that you’ll only connect with certain constituencies – low-dollar donors – online. That’s not the case. A study that we did a few years back, the Wired Wealthy, showed that almost all high-dollar major donors, of all ages, used the web as a first-line-of-connection with the organization. They didn’t give their gift online – but their impression of the organization was first and fundamentally shaped by the website.
- If you get it wrong…You’ve lost the chance to become a trusted partner, and to educate people about the issues. It’s a dis-service to your organization, and to your cause.For staff, costs can be even higher – literally costing you time that could be spent on proactive outreach, on your mission.
- …think of that positive visceral experience when something just makes sense, and the sorts of loyalty you have to the sites you visit that make sense, that anticipate your needs, that understand you. Good IA can be like a good therapist – it offers something to a site visitor that unfolds over time, and that promises them something they can’t or won’t get elsewhere.
- There’s such a thing as bad, broken, wrong IA. IA is not inherently good – you have it, there’s some architecture to your online presence. It’s a question of whether it’s intentional, purposeful, smart, effective.
- IA is…What are the qualities of good IA, and what does good IA do?…and it’s aspirational.
- …as IA does.Breadth against depth: within your own site, and knowing which messages belong in which channels, in what formatsThe journey can be great – but the destination has to be worth it.
- We’re always discovering new things about how the brain can process info, and our brains are changing rapidly in response to the digital landscape.Used to be a rule that people’s brains can only process 5 inches of text, left to right. Now it’s more, but mobile may change thatBoy scout/girl scout graphic (code of honor)
- What are the artifacts of good IA?Customer experience map / roadmap sitemaps, content inventory, wireframes, personas, taxonomies navigation, labels, search, personalization, dynamic content, etc.Touchpoints vs. channelsView of the whole neighborhood, and then how people use it to take action, donate, shop, find information, connect with others, etc.
- call out navigation, search, different kinds of content, mission/branding, labeling, This is the subway map, maybe the street map, if you expect people to move around in cars
- To get really concrete here, when you start to map how people get around, you really define the signposts and wayfinding devices. A bunch of examples
- Qualities and the to-dosLike any good late night talkshow host, I have a top 10 list: things your web presence must do, period.
- Lots of research techniques to help you understand what sorts of natural language people would use to group and label your content – if you haven’t done one, like a card sort test, I highly recommend it.Also, there are conventions that aren’t worth violating. Every website should have a variant on an “about us” section – this is one of those expectations and consistency issues that you don’t want to violate. And you don’t want to call it something that people won’t recognize, or that’s too generic to be precise – “Learn more”
- Listening practice
- Reference tomorrow’s Adaptive Content sessionTouchpoints vs. channels
- How you’re currently performing (analytics, SEO); partners, competitors, and others doing what you do; and the environment that you’re architecting in (desktop, mobile, social)
- JonoEACH TEST TYPE PROVIDES:Navigation Flow: This helps us improve conversion rates by analyzing how people navigate your website’s conversion paths from home page to confirmation page.Click Test: This allows us to tweak your interfaces by finding out exactly where your users click when interacting with them.5 Second Test: This test helps us fine tune your landing pages and calls to action by analyzing the most prominent elements of your design. Also a great test of first impressions on new designs.
- Kathryn hall’s session