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Issues in Document Management 2

Issues in Document Management 2. “The road to finding is paved with data: Web Analytics and User Experience”. By Louis Rosenfeld Presented by Alexia Gibbons, Lisa Hogarth, Anna Ingram, Felicity Kelly , and Emma Lawler 14 th September, 2010. Who is Louis Rosenfeld?.

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Issues in Document Management 2

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  1. Issues in Document Management 2 “The road to finding is paved with data: Web Analytics and User Experience”. By Louis Rosenfeld Presented by Alexia Gibbons, Lisa Hogarth, Anna Ingram, Felicity Kelly, and Emma Lawler 14th September, 2010

  2. Who is Louis Rosenfeld? • Louis Rosenfeld is an independent Information Architecture consultant http://www.louisrosenfeld.com • Founder of Publishing house, Rosenfeld Media • Co-wrote “Information Architecture for the World Wide Web”in 2005 with Peter Morville

  3. Information Architecture A Definition • The combination of organization, labelling and navigation schemes within an information system • The structural design of an information space to facilitate task completion and intuitive access to content • The art and science of structuring and classifying websites and intranets to help people find and manage information • An emerging discipline and community of practice focused on bringing principles of design and architecture to the digital landscape Morville, P & Rosenfeld, L 2007, Information Architecture for the World Wide Web, Third edn, O'Reilly, Sebastopol, California, p.4

  4. Findability “Findability is a critical success factor for overall usability. If users can’t find what they need through some combination of Browsing, Searching and Asking, then the site fails” Morville, P & Rosenfeld, L 2007, Information Architecture for the World Wide Web, Third edn, O'Reilly, Sebastopol, California, p.5

  5. Browse, Search, Ask • Browse - Flickr • Search - Netflix • Ask - IKEA • When seeking for information, we use a combination of the three • Finding may be serendipitous • Even when we fail to find, we still learn

  6. The process of Finding This diagram shows a user’s circuitous path to finding information (Diagram by Peter Morville) Rosenfeld uses this example to illustrate how “finding wanders in a highly dynamic way.” It shows how the user’s initial query changes through each iteration of searching, asking and browsing.

  7. Finding • Finding is at the centre of user experiences • Finding is at the heart of all information seeking • Most information systems don’t support finding • What does this mean for the user?

  8. Failure to Find • Information systems that give only one option for seeking do not support finding • Browse, Search or Ask • What if one of these fails? • Example: State of Delaware vs Land’s End

  9. Finding is often a “Broken Experience” • A lack of models • Digital vs Physical world • Finding models are divided by irrational boundaries • Who is responsible for what? • Wrong people maintaining the systems • Lack of understanding of finding process • Designers are sometimes complacent • Haven’t paid much attention to data

  10. Physical Search Space≠ Digital Search space • Designers don’t have a streamlined physical model to base their digital customer experience on anymore: • Look to futuristic physical customer experiences eg. microchipping clients for access to certain services • Customers carrying devices around (iPhone) for instant service contact • Tom Cruises character situation in ‘Vanilla Sky’

  11. WHO DOES WHAT? • What are the boundaries of the Finding Modes? Who takes over from where in the process? • Redistribute and allocate tasks that arent claimed by anyone in the process – so they become a new ‘traditional’ role for a department in the process. • Redefine responsibilities of Marketer, Designer, IT Department = updating skills.

  12. WHAT IS THE SOLUTION? • Learn to speak Data: ….. the answers to creating a holistic search experience lie within it.

  13. Web Analytics & User Experience • Better, more innovative user experience designs • Qualitative Data is needed • Merge web analytics with User Experience • Initial analytic research has been difficult • A simple and cheap method for designers to use is to look at roadblocks.

  14. Data • Ideally all designers would have access to log data programs and Javascript, but this is not always the case • Recently, analytical measures of user behaviour have become more holistic. • That is the difference, to be able to collect information about all three search styles.

  15. The importance of “Data” • Helps designers improve their qualitative analyses • Leads to better user experience • Behavioural data can be fully integrated into web design • Designers can witness the “winding road between searching, browsing and asking, and therefore “design experiences that weave together these finding methods”(p7) • Designers can look at failures or “roadblocks” in the finding process and see how users get around these problems

  16. Finding the perfect match • Needs to be a “wedding” of WA and UX • Designers need to “learn the language of data” • Designers need to get better with data to: • Design for finding • Better communicate with other players

  17. Class Discussion • Thank You for your attention!

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