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Brief Thoughts on Information Architecture for the Enterprise

Brief Thoughts on Information Architecture for the Enterprise. Peter Merholz March 16, 2002. Evolution in Customer-Centric Practices. Historically, decentralization allowed departments to own customer relationships. A. B. C. D. E. A. B. C. D. E. A. B. C. D. E. ?. ?. ?. ?.

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Brief Thoughts on Information Architecture for the Enterprise

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

  2. Evolution in Customer-Centric Practices • Historically, decentralization allowed departments to own customer relationships A B C D E Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

  3. A B C D E A B C D E ? ? ? ? ? Evolution, cont… • But, the web exposed the lack of coherence, perplexing customers Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

  4. Evolution, cont… • “Customer Relationship Management” bridges operational gap, but doesn’t further a holistic understanding of the customer • The Web redefines the notion of “Customer-Centered” – Putting a single face on decentralized organizations Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

  5. 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 Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

  6. Brand Message Interactions The “Single Face” Has Changed Brand Management Old Way Brand Perception New Way Brand Perception Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

  7. Striking A Balance • Provide consistency across an organization’s communications • Allow for innovation at the endpoints Peter Merholz · peterme@adaptivepath.com · Thoughts on Enterprise IA

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

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