ncil.org
Information Architecture
Justin Bend
[email protected]
Vayia Skinner
[email protected]
IDIA 630: Information Architecture
FALL 2014
12/13/14
Mission
As part of a semester long project for the University of
Baltimore’s IDIA 630 - Information Architecture class,
taught by Kathryn Summers in the Fall semester of 2014,
students were asked to apply the principles of
Information Architecture to analyze the National
Council on Independent Living NCIL.org website.
During the semester, students learned through lecture,
literature and research, how to utilize the industry
accepted best practices for what makes a great user
experience on the web.
2
Needs Assessment
Objectives
• Increase new NCIL Memberships
• Promote NCIL training and conferences / drive registration
• Generate overall awareness of NCIL
• Help users locate Independent Living Centers
Core Audience
• NCIL Members
• Potential Members
• IL Professionals
• Those in need of IL services
• General Public
3
NCIL Architecture
Content Inventory
Mapping
Current IA
Mapping
Recommended IA
Documenting all content on
the current NCIL.org website
Creating a visual
sitemap for the current
architecture of NCIL.org
Restructuring the NCIL.org
website in an attempt to
improve user experience (UX)
Card Sort /
Focus Group
Test and solicit user
feedback on our
recommended IA,
resorting to meet their
preference in UX
Final Information
Architecture
Creating a visual
sitemap for the final
architecture of the
proposed new NCIL.org
Comparative
Analysis
Research esteemed
non-profit organizations
to get a sense of best
practices and trends
User Personas /
Scenarios
Strategic
Recommendations
Build prototype NCIL
users to ensure our
recommendations are
meeting your
audience’s needs
Formulating Strategic
Recommendations for
NCIL.org, based on our
research and findings
Process Flows
Wireframes
Summary
Visualizing user persona
navigation through the
new NCIL.org architecture
Visual skeleton of a
redesigned NCIL.org
Proposed next steps
and prioritization for
implementation
4
Artifacts
Content Inventory (spreadsheet)
• Navigated, and documented, all content at NCIL.org
• Wireframes for current site templates
• Documented site depth (i.e. vertical clicks from the surface)
• Artifact serves as your method for managing approximately
536 distinct pieces of content
Information Architecture (sitemap)
• Demonstrate the breadth of the current NCIL.org architecture
• Convey site hierarchy
• Visualize the forced separation between The Advocacy Monitor
and the rest of the website
5
Card Sort
Card Sort
demographics
• avg. 30– 40 years old
•
increase in age had direct correlation with
survey abandonment
• all levels of technical skill
•
novice
•
intermediate
•
advanced
• one user with poor visual acuity
(struggles with contrast, uses OS-wide
corrective software for visual negative)
participation
• total: 40
• monitored: 12
•
advanced technical skill
•
54:44 to complete survey
• completion: 25
7
Card Sort: Outcome
“Partners”
• Most participants were confused by this label
• No one sorted content under this category
• All “Partner” names were sorted under categories insinuating action
Employment Opportunities
• Majority sorted under “Resources”
News v. Blog
• Many participants expressed desire for these two concepts
to be separated
Comparative
Analysis
Comparative Analysis
Analyzed 3 Comparable Non-Profit Web Sites
•
Susan G. Komen
Komen.org
•
National Alliance for Mental Illness
NAMI.org
•
National Down Syndrome Society
NDSS.org
10
Comparative Analysis
Comparing Common Priorities:
Membership
Major
Fundraising
Event
Advocacy
Blog
Newsletter
Community
NCIL.org
yes
n/a
Blog
yes
no
no personal
stories; no
discussion
groups; no
email
newsletter
Komen.org
Breast Cancer
no
State
organized
race
Sign up for
advocacy info
through
newsletter
no
yes
yes through
personal stories
NDSS.org
(Downs
Syndrome)
yes
Buddy walk
Sign up for
advocacy alert
emails
no
yes
yes through
personal stories
NAMI
(Mental
Illness)
Yes; separate
password
protected area
for members
NAMI walk
Advocacy
articles
no
yes
password
protected
discussion
group
11
Comparative Analysis
Comparing site architecture and usability:
Navigation
Search Function
Findability
Mobile
NCIL.org
Top and side
nav and no
footer
Basic keyword search
only
Komen.org
Breast Cancer
Multiple levels
of nav; plus
guided by
need of user on
home page
Supports keyword
search, text size
adjustment,
NDSS.org
(Downs Syndrome)
Similar to
Komen;
Specific CTA on
homepage
depending on
need
Supports keyword
search; limited facets
NAMI
(Mental Illness)
Specific CTA’s
on home page;
donate; speak
out; get
involved
Keyword, facets,
exact phrase search
No spelling or
stemming
no bread crumbs; Uses desktop
Inconsistent page platform;
windows
difficult to read
and search
Drives you to
Fully responsive
microsites
for mobile
depending on
your need
Good job with
breadcrumb trail
Very action
oriented section
headers
re-emphasizes
Uses desktop
navigation with
platform on
information
mobile; difficult
scent-clickable
to read and
boxes on home
search
page
Specific CTA to
drive you to right
section
uses information
uses desktop
scent-clickable
platform on
boxes to drive
mobile; difficult
user to desired
to read and
section;
search
12
Comparative Analysis: Summary
Other similar websites seek to position their website as a user-centric,
community oriented portal. Some examples of this are:
• Sharing user stories and experiences on a page dedicated to bringing
users shared challenges to light
• Hosting a blog/bulletin board area of the site where members can ask
questions, interact with others who face similar issues, and ultimately
feel a connection.
Similar websites have created an annual event, such as a 5K Run/Walk from
which they base all of their fundraising efforts
• Hosting something similar to this event would give you many additional
opportunities to raise awareness, generate community involvement and
fundraise
13
Personas
Personas
FAIZA
Primary User
Independent
Living Professional
/NCIL Member
“We all need more
resources to properly
serve those in need.“
LOUISA
Secondary User
Retiree / Advocate
/Philanthropist
“I want to pay this
forward. I want to
give back.“
HENRY
Primary User
In need of
Independent
Living Services
“I want to know my
rights. I’m ready for
independence.“
15
User Profile: Faiza
occupation:
Director of “Access Living”,
Independent Living Facility
in Chicago, IL
age:
37
NCIL Affiliation:
Member
Tech Proficiency: Medium
“I will be speaking at the 2015
Independent Living Conference.
I want to refocus our efforts on
community involvement, organization
and volunteerism.
We all need more resources to properly
serve those in need.“
Circumstance:
Incredibly busy, working
professional. Balances
budgetary constraints against
overwhelming demand,
managing fundraising efforts
and advocacy services.
Goals:
Increase low-overhead
staffing. Hire open positions for
permanent entry-level service
staff and interns. Increase
volunteerism. Prepare for
conference attendance.
16
Faiza’s Scenario
As the Annual Conference draws near,
Faiza frequently researches the current
state of IL policy.
She checks for updated information about
the conference as she prepares for her
appearance.
Faiza is always looking for low cost training
opportunities for staff and colleagues.
“I will be speaking at the 2015
Independent Living Conference.
I want to refocus our efforts on
community involvement, organization
and volunteerism.
We all need more resources to properly
serve those in need.“
She is continually seeking contemporary,
cost-effective resources for “Access Living”
to take advantage of.
User Profile: Louisa
occupation:
Retired / Philanthropist
age:
74
NCIL Affiliation:
N/A
Tech Proficiency: Low
Circumstance:
Husband passed away five
years ago. With much support
from family and friends, Louisa
has rebounded brilliantly. She
is completely independent.
She learned to use the
Internet. She is secure in her
retirement. Her poor eyesight
and hearing are her only
health concerns.
Goals:
Find an organization worthy of
her donations and time. Get
involved by volunteering to
help those in need.
“After my husband Frank’s passing, I
needed a lot of help to get back on my
feet. With help from my family and local
community I’ve done it. I’ve got my
independence.
I want to get involved with an
organization that helps people achieve
independence. I want to pay this
forward. I want to give back.“
18
Louisa’s Scenario
Louisa is seeking an organization
whose movement, mission, values and
work align with her belief in
independent living.
She wants value, and an opportunity
to contribute, should she become a
member of such an organization.
“After my husband Frank’s passing, I
needed a lot of help to get back on my
feet. With help from my family and local
community I’ve done it. I’ve got my
independence.
I want to get involved with an
organization that helps people achieve
independence. I want to pay this
forward. I want to give back.“
She would like to understand the
revenue model, and potentially give
her time to aid in donations and
fundraising.
Louisa prefers to speak with a person
before committing her time or
resources.
19
User Profile: Henry
occupation:
Part-time Student / Full-time
Administrative Assistant
age:
24
NCIL Affiliation:
N/A
Tech Proficiency: High
“After high school I attended community
college and lived with my parents. Now that I
have my Associate Degree I’ve decided to
move out-of-state to pursue my Bachelor’s.
I want to belong to an advocate community
that’s accessible online, keeps me engaged
and offers the resources I need. I want to
know my rights. I’m ready for independence.“
Circumstance:
Wheelchair-bound since the
age of 7, Henry was in a
terrible car accident that
damaged his spine. He is
moving away from home for
college and ready to pursue
a life of complete
independence for the first
time.
Goals:
Find local Independent Living
resources. Become a part of a
vibrant online community of
advocates and those living
independently. Know his rights
as someone living with special
20
needs.
Henry’s Scenario
Henry wants to learn about the
Independent Living community,
and become a part of it.
The concept appeals to him a
great deal. He understands that he
needs assistance, but is proud of
how far he has come and would
like an opportunity to promote his
belief in the IL movement.
“After high school I attended community
college and lived with my parents. Now that I
have my Associate Degree I’ve decided to
move out-of-state to pursue my Bachelor’s.
I want to belong to an advocate community
that’s accessible online, keeps me engaged
and offers the resources I need. I want to
know my rights. I’m ready for independence.“
He needs help to understand the
resources available to him, as
someone living independently with
special needs in an unfamiliar
location.
Business Strategy
Business Strategy
Developed the following business goals based on findings:
1. Create a simpler navigation structure for a smoother UX
2. Foster a sense of “community”
3. Promote Engagement (fundraising/volunteerism)
23
Business Strategy
1. Create a simpler navigation structure for a smoother user experience
• Search functionality
• Functional Footer with full sitemap
• Reorganize the navigation
• Breadcrumbs on all pages
• Improve integration of blog topics
• Consistency in way-finding user experience
24
Business Strategy: Wireframe (user experience)
•
Equitable Breadth/Depth
•
Secondary/Tertiary Navigation
•
Interior Breadcrumbs
•
Targeted Calls-to-Action
25
Business Strategy
2. Foster a sense of “community”
• Feature personal stories so that members and visitors can feel
like they belong
• Create an e-newsletter to push timely content to subscribers on
a regular basis
• Separate advocacy monitor from the “blog” and create a true
moderated blog platform where users can interact with one
another
• Member Platform / Member Login
• Home page banner should feature Member stories to
showcase Independent Living success
• Promote local volunteerism
26
Business Strategy: Wireframe (community)
SkinnerBend_IDIA630_Wireframe_NC
NCIL Shop | Find An Event | Donate Now
IL_Henry
NCIL LOGO
[ home ]
ABOUT NCIL
MEET THE BOARD & STAFF |
|
JOIN OUR MOVEMENT
IL IN YOUR COMMUNITY
|
|
RESOURCES
2013 ANNUAL REPORT
|
| Member Login | [ SEARCH ]
|
ADVOCACY NEWS
CONNECT WITH NCIL
Independent Living Blog
Share Your Story
“What Does NCIL Do?”
About NCIL
About Independent Living
“How Can I Get Involved?”
Connect With NCIL
Multiple, prominent methods for users to
engage with, and contribute to, the NCIL
online community
Connect With NCIL
•
Social Network
•
Contact Form (footer)
Main Homepage Content
Independent Living Blog
ABOUT NCIL
Share Your Story
JOIN OUR MOVEMENT
RESOURCES
Meet the Board & Staff
Become A Member
IL Profession
IL In Your Community
Join A NCIL Member Committee
Find An Event
2013 Annual Report
Become An Affiliate
Advocate Resources
ADVOCACY NEWS
Connect With NCIL
27
Business Strategy
3. Promote Engagement (fundraising/volunteerism)
• Consider Holding a Major Fundraising Event to galvanize
member and generate more awareness for the organization
• Promotion throughout the year
• Not only an opportunity to raise money, but also to glean
potential members
• Raises awareness for Independent Living advocacy
• Opportunity to energize and solicit volunteers
28
Business Strategy: Wireframe (engagement)
SkinnerBend_IDIA630_Wireframe_NC
NCIL Shop | Find An Event | Donate Now
IL_Louisa
NCIL LOGO
[ home ]
ABOUT NCIL
|
JOIN OUR MOVEMENT
|
RESOURCES
| Member Login | [ SEARCH ]
|
ADVOCACY NEWS
“How Can I Get Involved?”
Become A Member
Donate Now
Become An Affiliate
Specific call-to-action to engage the
“What Does NCIL Do?”
Volunteer
public in contributing to NCIL’s mission
with their time and resources
Membership Promotion
Main Homepage Content
Donations
Events
ABOUT NCIL
Volunteerism
JOIN OUR MOVEMENT
RESOURCES
Meet the Board & Staff
Become A Member
IL Profession
IL In Your Community
Join A NCIL Member Committee
Find An Event
2013 Annual Report
Become An Affiliate
Advocate Resources
Connect With NCIL
ADVOCACY NEWS
29
Proposed I.A.
Proposed I.A.
Our proposed IA includes a culmination of our:
•
•
•
•
Primary and secondary research
Card Sort results
User Persona and Scenario Development
Principles of IA development that we’ve learned this semester
SkinnerBend_IDIA630_proposedIA_FINAL.pdf
31
Faiza’s Process Flow
Reference:
Faiza Scenario (Slide 17)
Faiza_Flow
Advocacy News
Find An Event
Annual
Conference
Webinars/Training
Advocate
Resources
Reference:
SkinnerBend_IDIA630_proposedIA_FINAL.pdf
Faiza’s path through the new NCIL.org
is highlighted in BLUE
Member Login
Louisa’s Process Flow
Reference:
Louisa’s Scenario (Slide 19)
Louisa_Flow
“What Does NCIL Do?”
About
Independent Living
About NCIL
Volunteer
Join Our Movement
Individual Membership
Donate Now
Reference:
SkinnerBend_IDIA630_proposedIA_FINAL.pdf
Louisa’s path through the new NCIL.org
is highlighted in BLUE
Contact Us
33
Henry’s Process Flow
Henry_Flow
“What Does NCIL Do?”
Reference:
Henry’s Scenario (Slide 21)
Find Your Local
Independent Living Center
NCIL Shop
Individual Membership
Connect With NCIL
Independent Living Blog
Reference:
SkinnerBend_IDIA630_proposedIA_FINAL.pdf
Henry’s path through the new NCIL.org
is highlighted in BLUE
Share Your Story
Summary
Summary of Recommendations
We’ve ranked our recommendations from low effort to high effort:
Business Strategy #1: Create a simpler navigation structure for a smoother UX
1.
Utilize breadcrumb and way-finding best practices to help users navigate their
place on the site
2.
Create a footer to help users navigate the site more efficiently
3.
Integrate “Advocacy News” into site navigation (rather than a stand-alone site)
4.
Provide more advanced search functionality to help users find relevant content
5.
Establish a primary, secondary and tertiary site navigation hierarchy according to
proposed site map
36
Summary of Recommendations
Business Strategy #2: Foster a sense of “community”
1. Incorporate Facebook and Twitter feeds on home page to tie in social media
with web experience.
2. Continually solicit and publish user Independent Living success stories to foster
online community. Spread across social networks
3. Utilize home page banner/slider to feature Member stories and to showcase
Independent Living success
4. Create an e-newsletter to push timely content to subscribers on a regular basis
5. Offer members a password-protected area of the site where they can find
premium content, interact with other members
37
Summary of Recommendations
Business Strategy #3: Promote Engagement (Fundraising/Volunteerism)
1. Actively call for volunteers to engage members into action
2. Highlight volunteer activist profiles on the homepage and on social
media for a personal feel
3. Develop a moderated, public blog page to increase user engagement
4. Explore the development and organization of an annual fundraising
walk/run as an opportunity for continual promotion of movement
38
questions?
(thank you)
Justin Bend
[email protected]
Vayia Skinner
[email protected]
IDIA 630: Information Architecture
FALL 2014