Engagement Design and IDEA 2008

August 22, 2008 at 7:03 am | Posted in Business, Communication, Forrester, Marketing, Online marketing, Social Media, Usability, Web 2.0 | 2 Comments
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Information architecture isn’t enough. Sure, it’s important – I gave some tips just two weeks ago – but it’s not the only organizing structure we need to consider.

That said, it may be confusing when I wholeheartedly recommend you attend the upcoming IDEA 2008 conference held by the Information Architecture Institute on October 7-8 in Chicago. The reason I suggest it is because they don’t just stop at information architecture – the conference examines the interaction and engagement that is possible in a web 2.0 world. (Note – This post is in no way sponsored by this or any other organization. It’s just me talking here.)

By the end of this post, I aim to convince you of the importance of the emerging engagement design, how companies can use it to grow business, how agencies will change in response, and finally persuade you to study engagement design at IDEA 2008 or elsewhere.

There’s No Marketing Funnel In Web 2.0

This blog is based on the idea that marketing is changing – rapidly and fundamentally. Forrester Research describes a key component:

“The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes four components: involvement, interaction, intimacy, and influence.”

We need to look at information architecture and engagement design in exactly this way. Imagine that information architecture is the skeleton – very web 1.0 – organizing and presenting information in a way the webmaster believes is most beneficial.

Now, imagine engagement interaction as the body and soul in web 2.0. Instead of guessing what will most benefit her readers, webmasters can (must!) interact with her readers to determine how they use her website.

Businesses Engaging To Sell

Business is changing as well. In the report Use Personas To Design For Engagement, Forrester outlines three business who, with the help of their agencies, harnessed engagement interaction through the use of personas. These businesses found the key to interaction design through:

Continue Reading Engagement Design and IDEA 2008…

Handy Hints For Fixing Your Confusing Information Architecture

August 5, 2008 at 6:39 am | Posted in Barlow, Janelle and Claus Moller - A Complaint Is A Gif, Books, Business, Communication, Marketing, Online marketing, Usability | 4 Comments
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Courtesy of recursion_see_recursion via Flickr

Courtesy of recursion_see_recursion via Flickr

Information architecture isn’t sexy. In fact, good information architecture (or “IA”) shouldn’t be something your website visitors even notice.

Information architecture is basically how your site is designed. We’ve all seen site maps – those are basically outlines of your IA. It’s the organization of your website, how things are arranged, and it needs to make sense to your visitors.

Unfortunately, not enough businesses focus on their IA or they assume their customers use their site in the same way they would. This blog post explains why you must pay attention to your IA and includes some handy hints to figure out if it’s working.

I Can See Clearly Now

The non-profit Institute for Dynamic Educational Advancement (IDEA) recently released a study called Finding Information: Factors that improve online experiences. One of the main findings was that visitors are looking for “simple, accurate, fast, and easily navigable web sites.” Visitors to websites reported feeling lost on websites or not knowing where their desired information was in much higher percentages than the designers of the websites.

Your designers may have the best of intentions and be highly creative, but it’s up to you to ensure your customers can find the information they need and know where they are on your site at all times.

Website navigation starts with your IA. Here are some handy hints to help you determine whether your website is easily navigable and, if not, how to start fixing it.

Continue Reading Handy Hints For Fixing Your Confusing Information Architecture…

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