How To Plan A Website - Josie Parker & Peter Morville, OCLC RSC 2019
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How To Plan
A Website
Josie Parker & Peter Morville, OCLC RSC 2019
1. The structural design of shared
information environments.
2. The synthesis of organization, labeling,
search, and navigation systems in digital,
physical, and cross-channel ecosystems.
3. The art and science of shaping information
products and experiences to support
usability, findability, and understanding.
4. An emerging discipline and community of
practice bringing principles of design and
architecture to the digital landscape.
Goals Interaction Features Indexing Tools
Psychology Affordances Technology Structure Process
Behavior Language Algorithms Metadata Incentives
Interface
Query Results Engine Content
Users Creators
Source: Search Patterns (2010)
Planning is the design of paths and goals.
Context for Redesign • Redesign project as tip of iceberg • 5 Star Library • Website 10 years old • Building staff for 15 years • Technology team preparing for 2 years
IA Project Overview
Scope: develop an information architecture and user
experience strategy for aadl.org and its subsites.
Process: background research, site review, analytics,
comparative analysis, stakeholder meetings, user
research; strategy report + wireframes (iterative).
The existing website has grown organically for over
10 years, and while it still works, it can be difficult for
users to find important content and services.
13Analytics
• Catalog: 7M views, Home Page: 1.4M views (2015)
• Summer Game (800K), About Us (215K), Events (200K)
• Entry: 70% URL, 25% Search, 5% Link
• Search: ann arbor public library, aadl catalog/hours
• Avg. Visit: 5 minutes, 7 actions (e.g., views, downloads)
• Devices: 70% desktop, 20% mobile, 10% tablet (2015)
14User Research Highlights
Library
• The AADL is loved in this community
• Library as community center (meet people, events)
• Summer Game (learn about A2 + library, how to find)
• It’s hard to know what the library offers
• Used to borrow books but bad experience (lost returns)
15User Research Highlights
Website
• Catalog search (adult books, in/out, rank, title, series)
• The site doesn’t have a table of contents. It’s a mess!
• Wouldn’t use site for that (find articles, past events)
• Struggle to find local history (Old News)
• Impossible to use with JAWS (accessibility)
16Stakeholder Highlights
• Priorities: Home, Catalog, Events, Lists, Subsites
• Content/Services are hidden (events, local history)
• Catalog/Account (“all patron-facing code is our code”)
• Search (Catalog, Databases, Events, Site, Subsites)
• SEO (content and services findable, users’ vocabulary)
• Databases/eBooks (uncertain value, significant cost)
• Physical Place (site to enhance experience of place)
• Cross-Channel (digital signs, alerts, fines, requests)
17Success Metrics
• Use of library/site (# requests, website visits)
• Positive feedback from users (in-person, online)
• Less basic questions (more interesting questions)
• Increased staff efficiency
• Reduced reliance on blog to make things findable
• Holds and checkouts increase due to better browsing
• Increase in downloads / use of research databases
• Increase in positive mentions via social media
18Executive Summary
• Operating from a position of strength, but it’s clear the
library’s web presence has become a weak link.
• Hard for users to find what they need, and the site fails
to convey the scope / scale of collections and services.
• Not a simple website redesign but rebuilding of the
library’s core digital infrastructure and services.
19Executive Summary
• Next-generation information architecture, upgrading of
technology infrastructure, enabling new digital services.
• AADL has teams, technologies, content, and metadata to
solve these problems. With the right strategy, the plan to
launch a better website is likely to succeed.
20Strategic Priorities
• The Whole Library. Key interfaces must help users to
realize richness and diversity of the library’s collections,
services, events, places, partnerships, and people.
• Respect My Time. Invitations to explore “the whole
library” must not force users to slow down. The website
must help users to complete core tasks quickly.
21Strategic Priorities
• Catalog. Still the primary tool for most users, and its
search system could be much better (e.g., rank, sort,
filter, series, scope). Pain points must also be managed
(e.g., logins, not on shelf, failure to track returns).
• Search. Better search infrastructure and interface can
dramatically improve the whole user experience. Search
must be powerful, fast, and consistent.
22Strategic Priorities
• Subsites. To improve efficiency/usability, most sites
must be folded into the main site. Standalones should
have visible links to aadl.org and could benefit from
infrastructure as a service (e.g., search, events, alerts).
• Cross-Channel. New site must be responsive (content
+ feature parity) and adaptive (device affordances).
Integrate alerts and newsletters (email and txt) into the
website (e.g., events) to engage users.
23Strategic Priorities
• My Library. Position My Library as a personalized
portal (may be used as front door, 360 degree view of
my relationship with the library).
• Accessibility. The site should be usable by all citizens
including people with disabilities (e.g., low vision) and
old technologies. All site elements (e.g., organization,
design, coding, content) should support this goal.
24Contact Us (734) 327-4200 Hello, Claudia | Sign Out | My Library
Ann Arbor District Library About Us Collections Events Services
Search the Catalog for All Formats
These wireframes are intended
Library Closed on Easter Sunday
AromaBox (Workshop)
to illustrate the structure and
organization of information.
Vintage Baseball (Lecture)
Synthopia (In the News)
Image Lucky Numbers (Download)
Winteractive: The Art of Video Games
A Great Year at AADL (Director’s Blog)
Westgate Expansion Project
More: News & Reviews | Events
Elements of design (e.g., fonts,
About Us Services Especially For Mon Tue Wed Thu Fri Sat Sun
colors, layout) that shape the
Events
Locations & Hours 27 28 29 30 31 1 2
Ask a Librarian Kids & Parents
look and feel will be defined in
Mon 10 am - 9 pm | Tue - Fri 9 am - 9 pm
Computer Labs Teens | Adults 3 4 5 6 7 8 9
Sat 9 am - 6 pm | Sun 12 pm - 6 pm
Digitization People with Disabilities
10 11 12 13 14 15 16
All branches are open the same hours.
Homework Help
the subsequent design phase.
Downtown | Malletts Creek 17 18 19 20 21 22 23
Job Search
Pittsfield | Traverwood | West 24 25 26 27 28 29 30
Library Cards
Ann Arbor Facts
Meeting Rooms News & Reviews (12) Events Today
Library Board
Public Lists
(83) Upcoming Events in March
Support the Library
Storytimes
(357) Upcoming Events
Contact Us
These wireframes are starting
View All
Collections
Catalog Community Downloads
points, not specifications. As
work proceeds (design, dev,
New Books | Hot Fiction | Tools | More Local History | Podcasts | Pulp | More Music | Books | Videos | More content), changes are expected.
25
FooterContact Us (734) 327-4200 Hello, Claudia | Sign Out | | My Library Contact Us (734) 327-4200
Hello, Claudia | Sign Out | | My Library
Ann Arbor District Library About Us Collections Events Services
Ann Arbor District Library
Contact Us (734) 327-4200 Hello, Claudia | Sign Out | | My Library
01 Search the Catalog for All Formats
Ann Arbor District Library About Us Collections Events Services About Us Collections Events Services
02
Library Closed on Easter Sunday
AromaBox (Workshop) Catalog polar bears
Vintage Baseball (Lecture)
Search our Catalog by Keyword for All Formats polar bears
Catalog Keyword All Formats
Synthopia (In the News)
Image Lucky Numbers (Download) 01 Filter by Public Lists (317) | Suggest a Title Save Search / Create Alert 03
1 to 25 of 110 Items
Winteractive: The Art of Video Games Filter Sort 01
Save Search / Create Alert
Available Now 05 Sort by Relevance 04 1-25 of 110 items
A Great Year at AADL (Director’s Blog)
Westgate Expansion Project Any Location (82)
Polar Bears
Downtown (66) Request This Polar Bears
More: News & Reviews | Events by Mark Newman
Malletts Creek (21) Add to List
03
by Mark Newman
Book - 2010 - J 599.786 New
Pittsfield (23)
2 Available: Downtown Youth, Pittsfield Youth Book - 2010 - J 599.786 New
Traverwood (25)
04
West (12) 2 Available: Downtown Youth, Pittsfield…
About Us Services Especially For Mon Tue Wed Thu Fri Sat Sun Polar Bears
Events
Request This
Format by Sandra Markle Add to List Request This
Locations & Hours 27 28 29 30 31 1 2
Add to List
Ask Us Kids & Parents Book - 2004 - J 599.786 Mar
02 Books
Mon 10 am - 9 pm | Tue - Fri 9 am - 9 pm 3 Available: Downtown Youth, Traverwood Youth, …
Computer Labs Teens | Adults 3 4 5 6 7 8 9
Sat 9 am - 6 pm | Sun 12 pm - 6 pm
Book (87)
Polar Bears
Digitization People with Disabilities
10 11 12 13 14 15 16 eBook (5)
Polar Bears Request This
All branches are open the same hours. by Sandra Markle
Homework Help Graphic Novel (3)
by Nature (Director)
Downtown | Malletts Creek 17 18 19 20 21 22 23 Add to List Book - 2004 - J 599.786 Mar
Job Search Large Print (2)
DVD - 2010 - DVD 599.786 Po
Pittsfield | Traverwood | West 24 25 26 27 28 29 30 1 Available: Downtown 1st floor 3 Available: Downtown Youth, …
Library Cards Audio Books
Ann Arbor Facts
Meeting Rooms News & Reviews Add to List Request This
(12) Events Today Movies & TV Polar Bears Past Bedtime (Series) Request This
Library Board
Public Lists by Mary Pope Obsorne
(83) Upcoming Events in March Add to List
Support the Library Music & Sound
Storytimes Book - 1998 - J Fiction / Magic Tree House
Contact Us
(357) Upcoming Events & Workshops Polar Bears
Tools No copies available: 2 requests on 1 copy
View All
by Nature (Director)
New Arrivals Polar Bears (Series) Request This DVD - 2010 - DVD 599.786 Po
Collections Community Past 7 Days (2) by Josh Gregory
Add to List 1 Available: Downtown 1st floor
Past 30 Days (7) Book Download (PDF) - 2012
Catalog Local History Podcasts More… Available for instant download Rate This Item Add to List Request This
Content Polar Bears Request This
Fiction (75) A Complete Guide to Their Biology and Behavior
Add to List Polar Bears Past Bedtime (Series)
Non-Fiction (43) by Norbert Rosing
by Mary Pope Obsorne
Undetermined (26) Book - 2010 - J 599.786 ROS
Book - 1998 - J Fiction / Magic Tree…
1 Available: Malletts Creek
Audience No copies available: 2 requests on 1 copy
New Books | Hot Fiction | Tools | More Old News | Making of Ann Arbor | More Ann Arbor Stories | Event Videos | More Youth (87)
Add to List Request This
Adult (5)
05
Teen (3)
Polar Bears (Series)
by Josh Gregory
Book Download (PDF) - 2012
Footer 01 Available for instant download
Series
CategoryIA Highlights
• Home. Structure reflects library’s scope and scale
(collections, events, services, locations). Search with
scopes (e.g., catalog, events, website, databases). Offers
gateways (starting points) for major audiences.
• Search. Consistent implementation of faceted search
and navigation across all sections of the website (e.g.,
catalog, events, website, community collections).
27IA Highlights
• Navigation. Surfacing of primary taxonomy via main
nav bar (top) and optional local nav menu (left). Use of
mega-footer to reinforce primary taxonomy and offer at a
glance, one-click access to key content and services.
• Catalog. Prominent search option with faceted results
interface (filters). Options to explore (e.g., hot fiction) or
browse (e.g., by format) the collection.
28IA Highlights
• Community. Integration of most subsites. Options to
search, explore, browse within/across collections.
• Subsites. Pulp and the Summer Game to continue as
standalones. Also, sites jointly operated with partners
(e.g., Downtown A2 Historical Street Exhibit).
29IA Highlights
• Events. Powerful searching and filtering with integrated
alert options. Templates to accommodate previews (e.g.,
video trailer) and event recordings.
• Mobile. Responsive design that delivers same content
and features across desktop, laptop, tablet, and mobile.
302015 2019 Desktop 70% 60% Mobile 20% 32% Tablet 10% 8%
Design & Development
T U E S DAY
DEC.
The New AADL.org Last Day to Pick Up Holds
DAT E S TO R EM EM BER 26 The holds filled on 12/17 will be cleared.
In 2018, the Hold Pickup Period will
extend to 7 days.
SUNDAY
F R I D A Y
DEC. Last Day that Existing Holds
will be Shelved DEC. Last Day to Place New Holds
17 29
No holds will be taken between 12/29
No items will be added to the holds shelf
and 1/1 as we transition to our new
after 12/17 to help as we transition to our
catalog system.
new catalog system.
MONDAY S AT U R DAY SUNDAY MONDAY
DEC. AADL.org DEC. DEC. jan.
Open Beta Launch
18 Have a look at the new website and
check out our new features! 30 31 1 AADL
CLOSED
T U E S DAY T U E S DAY
DEC. jan.
Last Day to Pick Up Holds
26 2
The holds filled on 12/17 will be cleared. AADL.org Official Launch!
In 2018, the Hold Pickup Period will Checkout resumes and patrons can
extend to 7 days. place holds.
F R I D A Y MONDAY
DEC. Last Day to Place New Holds jan. Holds Shelved
29
No holds will be taken between 12/29
8
and 1/1 as we transition to our new
& New Items Added
Holds will now be filled and new items
catalog system.
will be added to the catalog.T h e l i b r a r y i s a n a c t o f i n s p i r a t i o n a r c h i t e c t u r e a n d a k e y s t o n e o f c u l t u r e. 39
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