Transcript Document

Chapter
6: Labeling
Systems
Information Architecture:
Rosenfeld and
Moreville
Labeling is a form of representation
• Just like spoken words represent thoughts,
“labels represent LARGER chunks of information
in our web sites.
• The MAIN GOAL of labels is to communicate
efficiently, not using too much vertical space or
the user’s cognition*
• Why should you care about labeling?
Why Labeling
• The web is not always
conducive to design that
gives immediate
feedback
• Therefore, to minimize
this issue, IA tries to
design labels that speak
the same language as
the user while reflecting
the content.
Ask yourself a few questions
• Do the prominent labels on the pages standout?
• If they do, why?
•If a label is new, unanticipated or confusing, is
there an explanation? Or, are you required to click
through to learn more?
• Http://www.uhaul.com
• Labels are representative and don’t
differentiate
• They are “jargony,” not-user centric
• They waste money
• They don’t make a good impression
There are different “types” of labels:
1. Contextual Links
2. Headings
3. Navigation System Choices
4. Index Terms
>>> These terms are not perfectly or mutually exclusive
Labels :: Contextual Links
1. Describe the hypertext links within the body of a
document or chunk of information
2. They are generally not developed systematically; more
in an “ad hoc” manner
3. The result can often mean that CL can mean different
things to different users
Labels :: Contextual Links
1. On the otherhand it is important to note that the IA is
not always in control, that is, the content author
usually has the “last say” as to what the link will be
called, but the IA can try to influence the situation
with their knowledge and forethought.
Example: Kelley Blue Book
Labels :: As Headings
1. Labels are used as headings that describe the “chunk”
of information that follows it
2. Typography is often inherent in setting up a proper IA
3. Hierarchical relationships between headings are usually
established through visual consistency --- numbering,
font sizes, colors, styles, white space, indentation and
good “proximity division.”
Labels :: As Headings
1. One area of labels as Headings that must be noted is
when labeling steps in a process (task oriented organization),
it is particularly important to maintain consistent
heading labels
2. “Sequence” is very important in this case
Note Well: Heading Labels, whether hierarchical or task oriented
(sequenced), come in multiples and should be more systematically
designed than other types of labels.
Labels :: As Navigation System (NSL)
1. NSL demand consistency more than any other type of label
2. NSL should have, and usually do have, less than ten choices (George
Miller (7 = OR - 2) and typically occur repetitively throughout the web site,
3. Users rely on NSL to behave “rationally,” so they should be:
~ consistent
~ in the same location (repetition)
~ have the same look (repetition, contrast and alignment)
~ build a sense of familiarity (proximity)
.
Labels :: Navigation System Labels
1. Locations that need to display consistent labeling are (this is a nonexhaustive list):
~ Main, Main Page, Home
~ Search, Find, Browse, Search/Browse
~ Site Map, Contents, Table of Contents, Index
~ Contact, Contact Us
~ Help, FAQ, Frequently Asked Questions
~ News, News and Events, Announcements
~ About, About Us, About <company name>, Who We Are
(http://www.gaiam.com)
Labels :: Navigation System Labels
1. Sometimes to avoid confusion, NSL will have scope notes,
or descriptives to assist the user in understanding what the link
will address:
(http://www.laticrete.com/Pages/contractorlinks.html)
2. Alternatives to “scope notes” are Java Script roll-overs and other
scripted mouseover effects, but all of these fall prey to the
browser interpretation
Labels :: Iconic Labels
1. Icons can represent information in much the same ay as text can
2. The problem is they can be much more limiting, that’s why they
are used more often for navigation systems or small organization
system labels
Labels :: As Index Terms
1.
2.
3.
4.
Index Terms is a way to help the searcher have a more productive result
via the browser’s capability, or someone has assessed the content’s
meaning and has ascribed a value to it in terms of an index value
This is basically browsable lists or menus that are beneficial to the user
Sun Microsystems (No index anymore is this better?)
Frequently index terms are invisible to users, such as meta tags embedded
into html code
Let’s look at meta tags:
Gap, Ameritrade, Buick, Miniusa, Verizon, Sony, Apple, Modem Media, BMW,
Stop and Shop, LL Bean, Pottery Barn, Red Sox, Patriots, Boston MFA,
John Hancock, PacSun, MySpace, Dell.
( http://searchenginewatch.com )
Designing Labels
Designing labels is one of the most difficult aspects of IA
General Guidelines for Label Development
1. Narrow scope whenever possible, said another way
“Keep it Simple”
2. Develop consistent labeling systems, not labels
~ consistency breeds predictability, and systems that
are predictable are easier to learn
3. Consistency is affected by many issues, such as:
~Style, Presentation, Syntax, Granularity, Comprehensiveness,
Audience
(see handout)
Sources of Labeling Systems
Study, learn and borrow from other websites, particularly those in your genre.
General Guidelines for Label Systems
1. As you look for existing labeling systems, consider what works
and what doesn’t --- which systems can you learn from and
which can you dismiss
2. Use the labeling system that you are stuck with and see what you
can save and what you can get rid of (NEIA)
3. A useful approach is to capture all the labels in a single Excel
document, sort out and label the labels (Show the NEIA example Create a Label Table)
Handout of pages 95 and 96
Compaq: Solutions
Gateway: Solutions for:
home & home office
small & medium business
enterprise business
govt., edu. & healthcare
resellers & partners
A professor
Home & Home Office
Small & Mid-size Business
Large Businesses
Government
Education
once said
of mine
A a long time ago, “…cast your eyes
Aand plagiarize…”
Don’t take this literally, but
Dell: Online Shopping Yyou get the drift…if it is not
Consumer
Bbroke, don’t fix it.
Home & Home Office
Business
Small Business
Medium & Large Businesses
Public
State & Local Government
Federal Government
Education
Healthcare
IBM
Home / home office
Small business
Government
Education
Creating New Labeling Systems
• Content analysis - auto-extraction software could help,
be sure that output makes sense
• Ask content authors to suggest labels
• Use Subject Matter Experts (SME) or intermediaries
• Ask end users via card sort (closed and open)
Final Steps to Consider in Looking at Labels
•
1. Whenever possible, always list alphabetically
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2. Review for consistency of usage, punctuation, syntax etc.
3. Ask yourself how broad and large a system must be
4. Determine obvious gaps with end-users
5. Keep your scope narrow and focused
6. Prepare that you will need to improve and adjust it further after launch