Day 2 - hioa

HiO
Design of web sites
Day 2
Jørgen Dalen, Halogen
The users: three basic questions
Who are they?
What do they want?
How can we help them achieve their goals?
Agenda
Day 1
Methodology, overview
Goals and target groups
Needs assessment: personas and
customer journeys
Day 2
User experience concept
Content and functionality
Information structure
Day 3
Information structure, cont.
Multi-channel designs
Navigation
Interaction design
Activities in a project
Strategy
Goals
Target groups
Needs
assessment
Content and
functionality
Information
structure
Navigation
Interaction
design
Graphical
design
Halogen blog http://kjokkenfesten.no
Internet: Good is not enough
Fantastic
Really good
OK
Lawsuit
Horrible
Bad
Good
Walk the extra mile
User centered design
Icing on the cake
Close
Cigar
Balancing the needs of the users and the company
(example: web shop)
The company
Get rid of products they have too many of
Sell more products
Get as much info from the users as possible
The user
Find the specific product fast
Give away as little info as possible
Pay as little as possible
Enkel modell for å lage et konsept
Funksjon
Viktigste løsningskvaliteter
Løsningsrom
Kommunikasjon
Interaksjon
Hvordan merkevaren oppleves
Hvordan man interagerer med kunden
Eksempel på konsept for brukeropplevelse
Sømløs kundeopplevelse
Vennlig kommunikasjon
Fullservice-kanal
Kundereisen
Vi skal orkestrere kundeopplevelsen. Vær vennlig før du spør om behov, kjenn behovet
før du tilbyr tjeneste!
Concept: The town square
Tone-of-voice
Associations
Content examples
User interaction
Enkelt, folkelig,
muntlig
Variasjon
Gammel mann på
benken som
forteller historier
Opplevelsesbasert
interaksjon
Spennende tilbud
Byttehandel
Uformelt
Knytte kontakter
Sladder
klikkdannelse
Spåkone i
campingvogn som
forteller om
fremtiden
Smaksprøver
Taler
Blanding av nytte
og underholdning
Frivillig
brukergenerert
innhold
Multibrukerinteraksjon
Concept 3: Telenor Forum
Concept 1: Telenor Academy
Learning center
Playing field
Hall of Fame
Concept 2: Campus Telenor
Play
Comm.
Learn
Play
Learn
Comm.
Play
Learn
Comm.
User experience concept tips
The ux concept must support the overall effect goal of the
solution
Use any technique you are comfortable with describing the
user experience concept
Agenda
Day 1
Methodology, overview
Goals and target groups
Needs assessment
Day 2
User experience concept
Content and functionality
Information structure
Day 3
Information structure, cont.
Navigation
Interaction design
How to write functional requirements
User story (example: HiO web site)
As a student, I would like to be able to compare the different
courses, to be able to make the right choice
With user stories, you link the functionality to the target
groups and the goals
Increase the
number of highly
qualified job
seekers
Prioritize the target groups
Prioritize the needs of the target groups
Map content and funtionality to the needs
Elements of a successful project
Define your target groups
Define a goal for each target group
Know the needs of the target groups
Create the content that fulfils the needs
Define an owner of all the content
Have an organisation that supports the content owners
Goal
1
Targetgroup
1
Need
1
Content
element
1
Content
owner
1
Goal
2
Targetgroup
2
Need
2
Content
element
2
Cotnent
owner
2
Goal
n
Targetgroup
n
Need
n
Content
element
n
Content
owner
n
Support from
the organisation
Agenda
Day 1
Methodology, overview
Goals and target groups
Needs assessment
Day 2
User experience concept
Content and functionality
Information structure
Day 3
Information structure, cont.
Navigation
Interaction design
Key question: how much structure do you need?
Too little and too much structure can be bad
What is information architecture?
Organizing the content
Organizing content – by usage
Organizing content – by category
Organizing content – descriptive
Organizing content – by target group
Silja
Donald
Hanne
Ole
Dole
Joakim
Thomas
Doffen
35
Information architecture: the dilemma
”I think all the content should be
categorized by our target groups”
”It be nice if all the budgets were in the
same folder”
”The best would be to collect all the documents from
each department in one place”
”I prefer to have a personal folder”
Information architecture: the dilemma
100 %
75 %
50%
51%
35%
Person
3%
Lokasjon
6%
Format
3%
Status
Dokumenttype
Tema
3%
Kilde
25%
Information architecture: different perspectives
The communication people
The knowledge workers
The archive people
One- to many communication
•
Peer to peer communication
•
Don’t mess with my structure
Quality assured information
•
Effective collaboration
•
Everything should be archived
•
Informal communication
•
Knowledge long shelf life
•
Focus on current project
•
Knowledge short shelf life
The information model: purpose
Site 3
Human resources
Site 1
Recruiting
Site 2
Site 100
Collaboration
Site 15
Site 100
Site 1 Blog 1
Site 46
Site 1000
Site 2
Site 300
Site 6
Site 50
Site 1
Site 100
Site 100
Site 1
Site 1
Site 345
Blog 3
Blog 2
Site 1
Site 4
Site 7
Site n
Site 100
Site 1
Site 1
Site 100Site 200
Site 100
Two ways of working with information architecture
Top-down
• The mental model of the users
• Defined by the card sorting
• Based on the most important needs of the users
• ...and principles, like mutual exclusive cateagories
Bottom-up
• more “formal” properties of content
• more based on analysis than needs assessment
• Important because no user has overview of
all the content
Kilde: Adaptive Path
Kortsortering: brukerens “mentale modell”
“Mental Modell” gis av
kortsorteringen
Kilde: Adaptive Path
Detaljstruktur gis av
innholdskartleggingen
Toppnavigasjon
For å rendyrke kjernevirksomheten bil, verksted og tilbehør,
fokuserer hovedmenyen på nettstedet kun på dette.
Sulland.no
Bil
Vedlikehold og
reparasjon
Biltilbehør
Kundeservice
Innhold som dreier seg om Sulland Gruppen, drift og administrasjon er lagt i en
egen global meny som er mindre fremtredende.
Selskapsadm.meny
Jobb
Presse
Om Sulland
Gruppen
Søk
Bil
Bil
Finn bil/søk
Presentasjon av
nye biler
Presentasjon av
brukte biler
Tester
Import av bil
Om innbytte av
bil
Kundefordeler
Om
skadeserviceavtalen,
NAF-medlemsskap,
gunstige forsikringer,
osv.
Finansiering
Om
finansieringsproduktene
som tilbys
Finansieringskalkulator
Forsikring
Om
forsikringsproduktene
som tilbys
Bilhus
Presentasjon av
bilhus
Finn ditt lokale
bilhus/verksted
Området omfatter bilene Sulland Gruppen tilbyr, samt støtteinnhold som
informerer om muligheten for innbytte og import av bruktbil, finansiering,
forsikring og butikkene.
Hver bil vil være merket med egenskaper som gjør det mulig å finne/søke på bil
fra ulike innfallsvinkler. Dette blir tegnet ut i interaksjonsdesignet.
Mål: Opprette dialog med potensiell kunde, forenkle beslutningsprosessen rundt
anskaffelse av bil og få kunde til butikk.
Information architecture – ways of categorizing
• ”Objective”
– Chronological
– Geographical
– Alphabetical
• ”Subjective”
– Topic (sports, politics)
– Task (review, edit, save)
– Target group (students, teachers)
– Metaphorical (campus)
Chronological
Geographical
Alphabetical
By topic
By target group
By task
By metaphor
Hybrid
Hierarchical
Linear
Relational
A special case: site structure
Activities in a project
Strategy
Goals
Target groups
Needs
assessment
Content and
functionality
Information
structure
Navigation
Interaction
design
Graphical
design
Agenda
Day 1
Methodology, overview
Goals and target groups
Needs assessment
Day 2
Concept
Content and functionality
Information structure
Day 3
Information structure, cont.
Navigation
Interaction design