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A presentation that is not just about IA, but the need for method innovation and design thinking in the account/strategic planning world.
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Warning!!Contents May Challenge Your Worldview
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Stealing from the Information Architects
1. Some Context 2. Why I’m Here Today 3. Why You’re Here Today 4. You Don’t Know IA 5. Stealing From The IAs 6. Thinking Like A Thief 7. Fencing Your Loot 8. On Being Robin Hood
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Some Context
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Matthew Milan
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Information Architect
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Critical Mass
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Insight and Planning Group
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An Uncommon Planning Practice
Mostly Fake
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An Unplanning Practice
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Why I’m Here Today
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AAAA 2007 San Diego
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To Steal.
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Is there anything we can use?
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To Call Bullshit.
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Expose the man behind the curtain
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Where Is The Method Innovation
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Too Perfect
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No Mess
Just Magic
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Why You’re Here Today
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Curious Frustrated Intrigued
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Maybe To Call Bullshit.
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Let’s get
digital!
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Increasingly, the most important relationships that brands can have with their customers are being replaced by software
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2008 AAAA
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This Year’s Theme
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Crafting Concepts and Content
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What is a Concept?
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Strategic #
Tactical
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Central Park
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An Experience
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An Environment
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A Brand
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A Successful Mix of Strategic and
Tactical Concepts
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You Don’t Know IA
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Most People Think This is an IA
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A Planner is Not Their Creative Brief
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An IA is Not Their Boxes and Arrows
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The history of Information Architecture
in 120 seconds
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Wurman
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Peter and Lou
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Diversification
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Post Modernist
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Information Architects are:
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Shameless Thieves
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Always Evolving
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Digital Natives
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The Difference Between IAs and
Information Architecture
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Role vs. Practice
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The Information Architecture Institute
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The Structural Design of Shared
Information Environments
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Central Park As Information Architecture
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Central Park As An Experience Concept
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Central Park as the software relationship between people and the city
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Information Architects Work in Conceptual Space
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Tactical Concepts
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Strategic Concepts
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IA: The Art and Science of Building Information Driven Conceptual Models
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Stealing From the IAs
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IA practice is focused on creating concepts for digital
environments
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Let’s Talk IA Methods
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Tactical Concepting
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Wireframes
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Wireflows
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Paper Prototypes
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Sketching
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Sketchboards
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Site Architectures
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Stolen From: Library Science Industrial Design 3D Animation Kindergarten
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The Key Is Exploration
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Also Known As:
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Understanding Through Creating
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What To Be
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Let’s Be Clear.
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Not All Information Architects Are Good
At This
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Some of them suck.
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This Doesn’t Discount The Value
of Their Methods
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30 Second Sidetrack
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Single IA Syndrome
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Strategic Concepting
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Personas
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Conceptual Models
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Alignment Diagrams
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Design Patterns
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Scenario Design
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Backcasting
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Stolen From: Software Development Theatre Architecture Environmental Planning
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The Key Is The of Futures
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Also Known As:
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Understanding Through Imagining
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What To Be
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Again… Not All Information
Architects Are Good At This
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Some of them will suck.
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But With Some Practice…
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Central Park
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What We’re Stealing Is More Then
Methods
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It’s Design Thinking
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We’re Stealing The Tools To Help Make
Things Messy (and more importantly, to help clean up messes)
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Making Sense Of The Mess
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This May Make Sense Later
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Thinking Like A Thief
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This is Kevin Cheng
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He Practices Information Architecture
(and interaction design, experience design, user centered design and…)
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He’s a Master Thief
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OK/Cancel
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Communicating Concepts Through
Comics
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Integration of Strategic and
Tactical Concepting
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His work was stolen by a small company
called nForm
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Swimlanes
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http://nform.ca/tradingcards/
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Thieves Steal To Help Create the
World They Desire
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IAs Steal To Help Them Create What
To Be.
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“ To Be” is also known as:
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Planning Needs More
Normative Thinking.
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Normative Thinking Means Exploration
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Exploration is Messy
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But real insight occurs when you
make a mess
(the kind that enable true reframing)
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Mess > Magic
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Let’s end this section with a non
sequitur…
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LINUX
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Fencing Your Loot
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How do you sell what you’ve stolen
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Selling is Good
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Sharing is Better
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Transforming is Best
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How Do You Steal Things and
Transform Them?
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Open Source Your Methods
(don’t just sell them or share them)
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Read this Book (The Cathedral and the
Bazzar
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Free = Freedom, Not Beer
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LINUX
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LINUX
Is a Product of Robin Hood
Behavior
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On Being Robin Hood
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Rob Those Rich in Methods to Give to
the Poor
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Maybe You’ll Get A Revolt
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IAs Steal From Everyone To Rapidly
Evolve “The Practice”
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If you want method innovation you need
to be Robin Hood
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ABB
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Always Be Briefing (insights are for closers)
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A Planner is NOT Their Brief
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A Planner IS Their Briefing
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In a 2.0 world where everything is in Beta
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Your Methods Become Your
Briefing
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You need method innovation to stay relevant in a world where everything is
free
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So take a page from Information Architecture
(and Robin Hood)
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Be a great thief
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Don’t be afraid to get messy
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Think normative (like Robin Hood)
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Share what you steal (let others steal from you)
CHANGE
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Methods Are The Man Behind The
Curtain.
