1. Bibiana Nunes - @bibinex
INTRODUCCIÓN A
ARQUITECTURA
DE INFORMACIÓN
SEPTIEMBRE 2015
2. Bibiana Nunes - @bibinex
¡Hola!
Soy Bibiana Nunes
Senior Manager ecommerce
adidas México
Me pueden encontrar en:
@bibinex
3. Bibiana Nunes - @bibinex
AGENDA
▷¿Qué es IA (Arquitectura de información)?
▷Comportamientos de búsqueda de
información
¿Cómo busca información la gente y qué hacen con ella
Encontrabilidad
▷Sistemas de clasificación
Formas de organizar la información y cuándo funcionan
▷Etiquetado
▷Preguntas
4. Bibiana Nunes - @bibinex
¿QUÉ ES IA?
ARQUITECTURA DE INFORMACIÓN
6. Bibiana Nunes - @bibinex
“1. El diseño estructural de
ambientes de información
compartida
DEFINIMOS ARQUITECTURA DE
INFORMACIÓN COMO…
7. Bibiana Nunes - @bibinex
“2. La ciencia y el arte de
organizar y etiquetar sitios
web, intranets, comunidades en
línea, y software para apoyar la
usabilidad y encontrabilidad.
DEFINIMOS ARQUITECTURA DE
INFORMACIÓN COMO…
8. Bibiana Nunes - @bibinex
“3. Una comunidad práctica y
emergente enfocada en llevar
principios de diseño y
arquitectura al espacio digital.
DEFINIMOS ARQUITECTURA DE
INFORMACIÓN COMO…
11. Bibiana Nunes - @bibinex
COMPORTAMIENTOS DE
BÚSQUEDA DE INFORMACIÓN
12. Bibiana Nunes - @bibinex
¿BÚSQUEDA O NAVEGACIÓN?
▷Muchos piensan que las personas
buscan o navegan no es cierto,
depende de qué necesitan hacer.
13. Bibiana Nunes - @bibinex
ENCONTRANDO
ELEMENTOS CONOCIDOS
▷Sabe lo que quiere
▷Tiene palabras que lo describe
▷Tiene muy buena idea por donde
empezar
▷Sabe que hay una respuesta
▷Sabe cuál es cuando la ve
15. Bibiana Nunes - @bibinex
EXPLORANDO
▷Tiene idea de lo que quiere saber
▷Puede que no tenga conocimiento
de cómo articularlo o la terminología
▷Puede que no sepa por donde
empezar
▷Puede que nunca acabe
16. Bibiana Nunes - @bibinex
REFINAR Y REDUCIR
▷Gran lista de elementos
▷Ciertos criterios que importan
▷Reducción a aquellos que le
interesan
37. Bibiana Nunes - @bibinex
COMPORTAMIENTOS DE
INFORMACIÓN
▷En tus proyectos, piensa sobre lo
que la gente necesita hacer
▷Luego, encuentra la manera de
diseñar para ello.
39. Bibiana Nunes - @bibinex
ESQUEMAS DE
ORGANIZACIÓN
▷Para cualquier contenido hay
diferentes formas de clasificarlo y
organizarlo
▷Algunos de los más comunes:
Temático
Geográficamente
Alfabéticamente
Tareas
Audiencia
Mixtos
49. Bibiana Nunes - @bibinex
BUENAS ETIQUETAS
▷Son aburridas
▷Llaman a las cosas por su nombre
correcto
▷Son consistentemente usadas
▷Usa términos que la audiencia usa
▷Son lo más claras posible
57. Bibiana Nunes - @bibinex
Cuando nombras algo,
inmediatamente limitas lo que
puede y no puede ser
58. Bibiana Nunes - @bibinex
En resumen
1. Está en nosotros cambiar la dinámica con la que el
usuario encuentra lo que busca.
2. Debemos conocer lo que el usuario necesita saber y
diseñar para eso.
3. Debemos comunicarnos en un lenguaje que sea
consistente con el contexto del usuario.
4. Está en nuestro control cómo queremos que el usuario
consuma nuestro contenido.
60. Bibiana Nunes - @bibinex
Hoy hemos aprendido que…
1. UX no es únicamente diseño visual. Es una estrategia.
2. No es solo UX, sino U
3. Todos hacemos experiencias, la diferencia es hacerlas
buenas o malas
4. No se pueden hacer buenas experiencias sin hacer
investigación
5. Las experiencias deben ser únicas del negocio
61. Bibiana Nunes - @bibinex
Bibliografía
• Information Architecture for the World Wide Web – Lou
Rosenfeld/Peter Morville - http://www.amazon.com/Information-
Architecture-World-Wide-Web/dp/0596527349
• Information Architecture Intro – Donna Spencer -
http://www.slideshare.net/donnam/information-architecture-intro-
6569484
• Designing for the Digital Age: How to Create Human-Centered
Products and Services – Kim Goodwin -
http://www.amazon.com/Designing-Digital-Age-Human-Centered-
Products/dp/0470229101/ref=sr_1_1?s=books&ie=UTF8&qid=144
2437453&sr=1-1&keywords=designing+digital+products
Notas del editor
I kept an eye for keywords being searched and kept adding synonyms for those search queries returning zero results: it was usually misspellings, items not properly labeled, site content that we called differently, articles that the competition sells, variations of sports names. This decreased the zero results pages that people were getting, but even then people were not getting what they were looking for.
Misspellings,
Items not properly labeled.
Site content that we called differently
Articles that the competition sells
I.E. Nike’s Hypervenom as a counterpart of our Nitrocharge.
Variations of sports names
I.E. Tae kwon do vs Taekwondo
Very different actually and here’s my best example
If you’re going into the latin american market, please consider that even though we speak the same language, we don’t have the same accent or use the same phrasing to express what we want to say. Just like US English is not like UK English or Australian English. Colombian Spanish is not the same as Venezuelan Spanish or Mexican Spanish.
Here’s an example (a rather extreme one) The word used in Colombia for Jacket, which is “Chaqueta”, in Mexico means masturbation. Of course, when put in that context it is clear what it actually means, however it feels awkward.
Not all words are those extreme differences, but you want the user to relate to the language you’re using, otherwise the dialogue feels awkward.
I know I’ve felt that way when reading Spanish (from Spain) websites. Like the website is not actually talking to me. It doesn’t understand me or what I’m looking for.
Very different actually and here’s my best example
If you’re going into the latin american market, please consider that even though we speak the same language, we don’t have the same accent or use the same phrasing to express what we want to say. Just like US English is not like UK English or Australian English. Colombian Spanish is not the same as Venezuelan Spanish or Mexican Spanish.
Here’s an example (a rather extreme one) The word used in Colombia for Jacket, which is “Chaqueta”, in Mexico means masturbation. Of course, when put in that context it is clear what it actually means, however it feels awkward.
Not all words are those extreme differences, but you want the user to relate to the language you’re using, otherwise the dialogue feels awkward.
I know I’ve felt that way when reading Spanish (from Spain) websites. Like the website is not actually talking to me. It doesn’t understand me or what I’m looking for.
Moving on to article naming…
Regularly we have internal names that we use to idenfity articles. We know that SN means supernova and SHO means shorts. But any person outside of the company clearly will not. They know what the item is by looking at the picture but there’s no real connection to the product.
So we went into the stores to ask the salesmen how people asked for certain articles. To figure out what was the local interpretation of shorts, tights, tee shirts, jerseys and include that in our product communication. Because, and here’s something you may not know, each country in Latin America has a different naming for these products.
Items with custom naming converted to purchases 25% More than when they kept the label naming.
Moving on to article naming…
Regularly we have internal names that we use to idenfity articles. We know that SN means supernova and SHO means shorts. But any person outside of the company clearly will not. They know what the item is by looking at the picture but there’s no real connection to the product.
So we went into the stores to ask the salesmen how people asked for certain articles. To figure out what was the local interpretation of shorts, tights, tee shirts, jerseys and include that in our product communication. Because, and here’s something you may not know, each country in Latin America has a different naming for these products.
Items with custom naming converted to purchases 25% More than when they kept the label naming.