1. Brief Thoughts on Information Architecture for the Enterprise Peter Merholz March 16, 2002

2. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA2 Evolution in Customer-Centric Practices Historically, decentralization allowed departments to own customer relationships ABCDE

3. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA3 Evolution, cont… But, the web exposed the lack of coherence, perplexing customers ABCDE ABCDE ???? ?

4. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA4 Evolution, cont… Customer Relationship Management bridges operational gap, but doesnt further a holistic understanding of the customer The Web redefines the notion of Customer-Centered – Putting a single face on decentralized organizations

5. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA5 Developing the Single Face User Goals and Tasks + Company Mission + Business Goals = Branded Design Solution User Goals and Tasks –User-centered design processes Company Mission –Principles and vision statements that guide the company Business Goals –Concrete metrics and objectives Branded Design Solution –The substance of the interaction informs how customers will perceive the brand

6. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA6 The Single Face Has Changed Brand Management Old Way Brand Message New Way Interactions Brand Perception

7. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA7 Striking A Balance Provide consistency across an organizations communications Allow for innovation at the endpoints

8. 16 March 2002Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA8 5 Steps Toward Meaningful Consistency 1.Centralize Web/IA efforts Internal consultancy Not beholden to any particular group 2.Build Organizational Awareness External justifications (i.e., analyst reports) Quick wins 3.Study customers Understand their approaches Shape an IA that reflects their needs, not company structure 4.Develop a Style Guide Beyond visual design – content display, navigation systems, interaction elements and rules 5.Implement a CMS Documenting a system is insufficient; make it easier to do the right thing than to do your own thing