1. Chapter 6: Labeling Systems Information Architecture: Rosenfeld and Moreville

2. 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?

3. 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.

4. 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

6. Labels are representative and don’t differentiate They are “jargony,” not-user centric They waste money They don’t make a good impression

8. 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

9. 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

10. 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 not always in control, that is, the content author usually has the “last say” as to what the link will be usually has the “last say” as to what the link will be called, but the IA can try to influence the situation called, but the IA can try to influence the situation with their knowledge and forethought. with their knowledge and forethought. Example: Kelley Blue Book Kelley Blue BookKelley Blue Book

11. Labels :: As Headings 1.Labels are used as headings that describe the “chunk” of information that follows it 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, established through visual consistency --- numbering, font sizes, colors, styles, white space, indentation and font sizes, colors, styles, white space, indentation and good “proximity division.” good “proximity division.”

12. Labels :: As Headings 1.One area of labels as Headings that must be noted is when labeling steps in a process (task oriented organization), when labeling steps in a process (task oriented organization), it is particularly important to maintain consistent it is particularly important to maintain consistent heading labels 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.

13. 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, 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).

14. Labels :: Navigation System Labels 1.Locations that need to display consistent labeling are (this is a non- exhaustive list): exhaustive 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, Who We Are (http://www.gaiam.com)http://www.gaiam.com

15. 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 or descriptives to assist the user in understanding what the link will address: 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 scripted mouseover effects, but all of these fall prey to the browser interpretation browser interpretation

16. 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 are used more often for navigation systems or small organization system labels system labels

17. Labels :: As Index Terms 1.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 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 meaning and has ascribed a value to it in terms of an index value 2. This is basically browsable lists or menus that are beneficial to the user 3.Sun Microsystems (No index anymore is this better?) Sun MicrosystemsSun Microsystems 4.Frequently index terms are invisible to users, such as meta tags embedded into html code 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 )http://searchenginewatch.com

18. 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)

19. 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

20. Compaq: Solutions home & home office small & medium business enterprise business govt., edu. & healthcare resellers & partners Gateway : Solutions for: Home & Home Office Small & Mid-size Business Large Businesses Government Education Dell : Online Shopping Consumer 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 A professor of mine once said A a long time ago, “…cast your eyes Aand plagiarize…” Don’t take this literally, but Yyou get the drift…if it is not Bbroke, don’t fix it.

21. 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)

22. Final Steps to Consider in Looking at Labels 1. Whenever possible, always list alphabetically 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