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Web 2.0 SI 658 Information Architecture 11/28/2006 David Hsiao.

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Presentation on theme: "Web 2.0 SI 658 Information Architecture 11/28/2006 David Hsiao."— Presentation transcript:

1 Web 2.0 SI 658 Information Architecture 11/28/2006 David Hsiao

2 -From

3 Before Web 2.0, the Web 1.0 Earlier web applications or "Web 1.0" (so dubbed after the event by proponents of Web 2.0) often consisted of static HTML pages, rarely (if ever) updated. They depended solely on HTML, which a new Internet content- provider could learn fairly easily.

4 Web 1.0 Logo Mosaic

5 Difference between Web 1.0 and Web 2.0

6 What is Web 2.0? Web 2.0, a phrase coined by O'Reilly Media in 2004, refers to a supposed second generation of Internet- based servicessuch as social networking sites, wikis, communication tools, and folksonomies that emphasize online collaboration and sharing among users. – The "2.0-ness" is not something new, but rather a fuller realization of the true potential of the web platform, this phrase gives us a key insight into how to design applications and services for the new platform.

7 Web 1.0 to Web 2.0 Web 1.0 Web 2.0 DoubleClick --> Google AdSense Ofoto --> Flickr Akamai --> BitTorrent --> Napster Britannica Online --> Wikipedia personal websites --> blogging evite --> and EVDB domain name speculation --> search engine optimization page views --> cost per click screen scraping --> web services publishing --> participation content management systems --> wikis directories (taxonomy) --> tagging ("folksonomy") stickiness --> syndication

8 Comparison Web 1.0 & Web 2.0 Web 1.0Web 2.0 readingwriting companiescommunities client-serverpeer to peer home pagesblogs portalstags owningsharing NetscapeGoogle lecturesconversation advertisingword of mouth services sold over the webweb services

9 Time bar of Web 2.0 buzz words From Web 2.0

10 1. The Web As Platform Delivering (and allowing users to use) applications entirely through a browser.

11 1. The Web As Platform Overture and Google's success came from an understanding of what Chris Anderson refers to as "the long tail," the collective power of the small sites that make up the bulk of the web's content. The Web 2.0 lesson: reach out to the entire web, to the edges and not just the center, to the long tail and not just the head.

12 2. Harnessing Collective Intelligence network effects created by an architecture of participation (the nature of systems that are designed for user contribution). Wikipedia and Flickr folksonomy Lesson: Network effects from user contributions are the key to market dominance in the Web 2.0 era

13 3. Data is the Next Intel Inside Data as the driving force. Amazon "embraced and extended" their data suppliers. they harnessed their users to annotate the data. Unique Data Rules - Everyone can get the same base data, it is how you use the data and add value to the data tat makes the difference. Mashups - innovation in assembly of systems and sites composed by pulling together features from distributed, independent developers (a kind of "open source" development)

14 4. End of the Software Release Cycle Operations must become a core competency. the shift from software as artifact to software as service that the software will cease to perform unless it is maintained on a daily basis. Users must be treated as co-developers Real time monitoring of user behavior to see just which new features are used, and how they are used

15 5. Lightweight Programming Models lightweight business models enabled by content and service syndication Support lightweight programming models that allow for loosely coupled systems. Think syndication, not coordination. Design for "hackability" and remixability. "innovation in assembly." When commodity components are abundant, you can create value simply by assembling them in novel or effective ways.

16 6. Software Above the Level of a Single Device Seamless interaction between devices, not just one device – computer. iTunes and TiVo They are not web applications per se, but they leverage the power of the web platform, making it a seamless, almost invisible part of their infrastructure.

17 7. Rich User Experiences "Ajax isn't a technology. It's really several technologies, each flourishing in its own right, coming together in powerful new ways. Ajax incorporates: standards-based presentation using XHTML and CSS; dynamic display and interaction using the Document Object Model; data interchange and manipulation using XML and XSLT; asynchronous data retrieval using XMLHttpRequest; and JavaScript binding everything together."

18 Foundation Attributes User-Contributed Value - Users make substantive contributions to enhance the overall value of a service. The Long Tail - Beating the sales of one or two best-seller products by using the Internet to sell a cumulatively greater amount of the products that have low demand or low sales. Network Effect - For users, the value of the network substantially increases with the addition of each new user.

19 Experience Attributes Decentralization - Users experience services on their terms, not those of a centralized authority, such as a corporation. Co-creation - Users participate in the creation and delivery of the primary value of a service. Remixability - Experiences are created and tailored to user needs by integrating the capabilities of multiple services and organizations. Emergent Systems - Cumulative actions at the lowest levels of the system drive the form and value of the overall system. Users derive value not only from the service itself, but also the overall shape that a service inherits from user behaviors.


21 Characteristics of Web 2.0 "Network as platform" delivering (and allowing users to use) applications entirely through a browser. Users owning the data on the site and exercising control over that data. An architecture of participation and democracy that encourages users to add value to the application as they use it. A rich, interactive, user-friendly interface based on Ajax or similar frameworks. Some social-networking aspects.

22 Web 2.0 Design Pattern 1. The Long Tail 2. Data is the Next Intel Inside 3. Users Add Value 4. Network Effects by Default 5. Some Rights Reserved. 6. The Perpetual Beta 7. Cooperate, Don't Control 8. Software Above the Level of a Single Device

23 Web 2.0 Logo Mosaic

24 Web 2.0: an attitude Web 2.0 is a upgrade in thought and idea not just technology. Beyond the technology, Web 2.0 brings with it a shift in mind-set. Web 2.0 is an attitude not a technology. Its about enabling and encouraging participation through open applications and services. By open I mean technically open with appropriate APIs but also, more importantly, socially open, with rights granted to use the content in new and exciting contexts. - Ian Davis

25 Information Architecture 2.0 For Web 2.0, information architects must focus on the higher-level structures that create an overall information framework for a site. Three factors are creating new challenges for information architects that have emerged with Web 2.0: users expecting more control over information management large and dynamic information spaces unstructured metadata

26 Information Architecture 2.0 Information architects … must think about the structures and patterns that govern these dynamic information spaces. With users continually contributing both content and metadata, information architects have much less raw data to work with up front. Information Architect must think about the structures and patterns that govern these dynamic information spaces without losing sight of their primary responsibility: ensuring people can find the information they need.

27 Any Question? Thank You

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