Presentation given by Carl Frappaolo of Information Architected at Enterprise 2.0 San Francisco 2009

1. How Search 2.0 Has
Been Redefined by
Enterprise 2.0
Carl Frappaolo
Information Architected, Inc.

2. 62% of corporate users
believe that finding information inside the
firewall needed to execute their job is
difficult and time consuming.

3. 82% believe experience with thefor
consumer web has created demand
improved enterprise search

4. 1

5. Search
Web 2.0 = E2.0

6. Karina Meiri <karina.meiri@tufts.edu>
6

7. Why Isn’t Search Enough?

8. 56% have
no strategy
for enterprise search

9. 1

10. 17

11. 18

12. (ECMs)
SEARCH
E-Mail &
Intranet(s) Attachments
SEARCH
SEARCH
Web/
Information Online
Enterprise 2.o
Workplace Libraries
SEARCH SEARCH
Desktop
Files BPM Logs
SEARCH
ERP SEARCH
SEARCH
12

13. Karina Meiri <karina.meiri@tufts.edu>
13

14. Its NOT Search
- Its Findability

15. Findability
Structure, meaning
Needs,behaviors Document/data types,content
Information needs, audience types, objects, meta-information, existing
expertise, experience,tasks, structure, future structure, volume
information seeking
behaviors
Community Content
IA
Culture, technology
Business models & goals,
Corporate culture, technology,
funding, politics, resources,
Context
constraints

16. Only 15% feel findability as
opposed to “search” is understood and
addressed within their organization.

17. What is Information Architecture?
IA is the art and science of structuring
organizing, and labeling information to
help people find and manage information
Browsing Aids
Information Enabling
Components
Architecture
Content & Tasks
Search Aids
Rosenfeld & Morville

18. Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Research Strategy Design Implementation Administration
Review existing Create conceptual Transform high-level Build, Test, Launch Evaluate & Improve
materials to framework for strategy into an IA
gain high-level Structuring & Includes: Day to Day Maintenance:
understanding of organizing web site − Organizing & Tagging (effort required tied directly
goals/business High-level The most “work” Documents to content churn)
context, existing happens here: − Testing − Select & Evaluate new
IA, content, & Recommends: − Controlled vocabs. − Troubleshooting content
Intended audiences − IA Administration − Taxonomies − Developing − Classification management
− Technology − Thesauri Documentation − Indexing management
Meetings with Integration − Metadata schema − Developing Training − CV & Thesauri management
strategy team, − Top-down vs − Blueprints Programs
content owners, Bottom-up − Wireframes Periodic Evaluation/Updates
IT, users, − Organization &
stakeholders Labeling Systems Continuous Evaluation &
− Doc Type ID Improvement
− Metadata field
Definitions
− Navigation System
Design

19. Users
Who are they?
Which audiences are the most important?
What motivates them to come to
this site?
What do they want from this site?
What do they need from this site?
How do they navigate?
What terms do they use to
search, browse, and
classify information?
What are their most important
information needs?

20. Content
How do I get my arms around the content we have?
What content has value?
What content can I get rid of?
How do I make answers emerge from content?
How should content be
organized and labeled?
What is this content object?
How can I describe it?
What distinguishes it
from other content objects?
How can I make it findable?

21. Context
Who in this organization makes the decisions?
What are the primary business goals and objectives
for increased findability?
What does the decision-maker want from the site?
What political and cultural factors might impact
the architecture?
What similar initiatives
have worked in the past?
What similar initiatives have
failed in the past and why?
What resources (people,
technology, time, $$$)
are available?
How will the architecture be
maintained?

22. Needles & Haystacks
Needles & haystacks
•! A known needle in a known haystack
•! A known needle in an unknown haystack
•!
•!
Needles & Haystacks
An unknown needle in an unknown haystack
Any needle in a haystack
•! The sharpest needle in a haystack
•! Most of the sharpest needles in a haystack
•! All of the needles in a haystack
•! Affirmation of no needles in any haystack
•! Things like needles in any haystack
•! Let me know whenever a new needle shows up
•! Where are the haystacks?
•! Needles, haystacks - whatever
End game of IR is finding whatever needle/
haystack you are looking for - whether you know it
exists or not...
Delphi Group • 10 Post Office Square • Boston, MA 02109-4603 • (617) 247-1511v (617) 247-4957f • www.delphigroup.com
©2005 Delphi Group, A Perot Systems Company Dr. Mathew Koll

23. Putting Together a Stratgey and Design
Top-Down vs. Bottom-Up

24. Organizational Schemes
Exact Schemes: divide information into well-defined and
mutually exclusive sections (easy to design, maintain, and use)
–Alphabetical
–Chronological
–Geographical
Ambiguous Schemes: divide information into categories
that defy exact definition (difficult to design & maintain, can be
difficult to use. Supports process of associative learning by
grouping items in intellectually meaningful ways)
–Topic or Subject
–Task-oriented
–Audience

25. Search
Federated/Universal
Search Zones
Agents
Parametric / Hybrids
Sharing tags
Analytics and Suggestions
Relevancy Ranking

26. Relevancy Ranking
Date
(Weighted) Term Summing
Omni-term skewing
Term density and proximity
Links and conections
Analytics (Explicit and Implicit)
User preferences and affiliations
Dynamic/User controlled?

27. Types of Controlled Vocabularies
cuisinart
cuizinart
Kitchen aid
•Synonym ring kitchenaid
Food processor
blender
•Authority files CT Connecticut, Con, Conn, Conneticut
LA Louisiana, Loosiana, Louanna
•Classification
Schemes
•Thesaurus
Wine (BT)
Bubbly (VT) Sparkling Wine Champagne (VT)
(PT)
Weddings (RT) Brut Champagne Mimosas (RT)
(NT)
•Ontologies

28. Search Brings Results... TOO MANY Wrong Results
Potential
Answer
Enterprise Potential Potential Potential
Answer Answer Answer
Content The
You Search Answer
Potential Potential Potential Potential Potential Potential
Answer Answer Answer Answer Answer Answer
Elapsed time:
Hours
1. You Search 4. Check 2nd result
Not the right answer
2. You Find MANY hits
... Check ### result
3. Check 1st result Not the right answer
Not the right answer Later that day:
... Check ### result
Did I get the right
Not the right answer
answer?
... Check ### result Did the opportunity pass
Not the right answer us by?
... Check ### result Is this the most current
Not the right answer information?
?!@^%$!

29. Findability Guides the User to Find THE Answer
Potential
Answer Potential Potential
Tax
An
Potential Answer Answer
Inte
Sea
The
aly
o
Answer
You
nom
rch
rfa
tics
Answer
Potential
Potential Potential Potential
ce
Potential
y
Answer Answer Answer Answer
Potential Answer
Answer
1. You have a need to 2. Interface exposes 3. Search provides some 4. Taxonomy provides a 6. When all of these
extract valuable multiple ways to get to precision in retrieval, further layer of components are used in
information from the information, the but can often include precision tandem, you are
vast collection of simplest being a shared false positives or provided with “the
Enterprise Content drive or arrangement by content irrelevant to 5. Analytics provides answer”
file folders your focus further precision by
putting the query and
content in context
Search is only
PART of the
answer

30. !

31. ACME General Hospital
http://www.ACME-General.com
XXX
XXX
!

32. !

33. Areas of Medicine Members
Respiratory
Diseases & Treatments
Oncology
Treatment Dr. Mark Robbins - Chief Surgery - ACME General
Research Hospital - is a specialist in eyes ears and throat Docum
surgery and oncology. His recent experience
includes experimental procedures in the treatment patent
of laser surgery related to stigmatism.
author
reas of experience He holds two patents and a trademark for his
work in nano-based technology for providing attorne
or this attorney sight to the blind.
!
He us a graduate of the University of Illinois,
and did his residency at the New England
(more)
Matters
patent
that thi
billed o

34. Let’s Get 2.0
www.informationarchitected.com
Facebook: Information Architected
Twitter: @IAI
cf@informationarchitected.com
Facebook: Carl Frappaolo
Twitter: @carlfrappaolo