SIGIA-L Mail Archives: RE: Selling Information Architecture (
RE: Selling Information Architecture (was SIGIA-L: Is Rome burning? -- for too long)
From: Lyle_Kantrovich_at_cargill.com
Date: Wed Feb 13 2002 - 16:36:57 EST
ZiyaOz_at_earthlink.net wrote:
> When selling IA, it's crucial to shift perspective and see the
problem from
> the POV of the business you're dealing with, as opposed to the POV of
an IA.
When selling ANYTHING you have to sell the BENEFITS (not the wiz-bang
features) from the Point of View (POV) of THAT UNIQUE
consumer/buyer/audience.
Lesson #1: Not all consumers are the same. (See user personas,
audience analysis, user profiling.)
Lesson #2: It's all about what consumers want/need. (See task
analysis, User Centered Design.)
Analysis: Marketing is no different from design in these respects.
By the way Ziya, hasn't spam taught you that subject lines generally
have nothing to do with the contents of a message? :)
I don't know what Rome has to do with IA at all...and in My Conceptual
Europe(TM), Rome represents the business' goals -- the benefits that
they value (e.g. "Competitive Advantage") -- from that perspective, IA
isn't even a suburb, it's just one of the ways to get there (maybe a
highway, a plane, a bike, or maybe a fuel-cell powered gyroscopic
ornithopter).
Note that there are usually other ways to get "there".
Lyle's note to self: You're trying to quit thinking of virtual things
(like web sites) as "spaces", and now you're talking about the "Rome"
of Competitive Advantage... Would you quit that already?
Regards,
Lyle Kantrovich
User Experience Architect
Cargill
http://www.cargill.com
Personal Web Log:
http://crocolyle.blogspot.com
Thoughts on usability, IA, and web design
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