Metaphors in Web Design and Navigation What is a metaphor? • • In Literature: A trope, or figure of speech, a tactic in which the writer helps the reader to understand one thing by describing it as though it were another. Ex: Time is money. In IAWWW: A strategy that help user understand the new by relating it to the familiar. Help users understand content and function intuitively • Metaphors as IA Strategy • Organizational Metaphor • Functional Metaphor • Visual Metaphor Organizational Metaphor • • • Leverage familiarity with one system’s organization to convey quick understanding of a new system’s organization Map people’s mental model to organization of website Ex: car dealership Ex. Ikea Navigation Functional Metaphor • Make connections between the tasks you perform in traditional environment to those you can perform in new environment • Ex: ask a librarian http://creativecommons.org/licenses/by/2.5/ Photographer: adactio Source: Flickr.com Ex. Facebook Wall Visual Metaphor • Leverage familiar graphic elements such as images, icons, and colors to create a connection to the new elements. • Ex: online directory with yellow background • Most experts have problems with this category Houston Chronicles Front Page Ex. New York Times Front Page • When They Work • • Metaphors can provide a unifying framework for the design that will make it feel like more than a collection of individual items. Metaphors can facilitate learning especially for first time users Metaphors become interface standards like tab navigation or the shopping cart. Caution! • • • • • Metaphor-driven global organization scheme rarely works Association must be perceived similarly by designers and users Limiting, don’t scale well, hinders usability Use concrete metaphors with caution Usage can hamper creation of superior interfaces Global metaphors (also visual and concrete) • http://www.tri-win.com/index.php • http://www.getlondonreading.co.uk/Hom e • Source: http://www.smashingmagazine.com/200 8/09/03/40-creative-design-layoutsgetting-out-of-the-box/ Metaphor Exploration • • • • • Explore metaphors during brainstorming How would metaphors apply to set organization, function or appearance? Is the site similar to traditional organization methods? If so, how is your site different? Try populate metaphor based architecture with real content. If it doesn’t work, don’t use it. Interface Paradigms • Implementation-centric • Metaphoric • Idiomatic Interface Pardigm Implementation-centric interfaces • • • Based on understanding of how things actually work Easy to build; hard to use Web equivalent: “org-chart centric” – organized by how the company the site represents is structured Interface Pardigm Metaphoric Interfaces • • • • Based on intuiting how things work – risky Visual metaphors only Understanding of mechanics not required Don’t scale well, limiting, rely on association Interface Pardigm Idiomatic Interfaces • • • • • Based on learning how to do something No association, no understanding required Learn simple, visual, behavioral idiom to accomplish task Ex: windows, hyperlinks drop-downs, nested folders Good idioms need to be learned only once Web Designers as Information Architects Cartography • The study and practice of making representations of the Earth on a flat surface • Combines science, aesthetics, and technical ability to create a balanced and readable representation that is capable of communicating information effectively and quickly. • • • Information Cartographer? “Architect begins with an abstraction—a blueprint—and creates from that abstraction a concrete structure existing in physical space. The cartographer, on the other hand, starts with concrete structures existing in physical space and creates from that an abstraction: a map” A website as an abstraction – a map collective memory Observe flow of users interaction with site and each other – user centered design Information Cartographer? Citation • • • • • • Cooper, A. Reimann,R.Cronin,D. (2007). About Face 3: The Essentials of User Interface Design (3rd Edition).: Wiley Publishing, Inc. Nielsen, J. (2000) Designing Web Usability: The Practice of Simplicity. Berkeley, CA: New Riders Publishing branch of Peachpit Press. Norman, D.A. (1988). The Design of Everyday Things. New York: Basic Books. Rester, A. (2008, August) Mapping Memory: Web Designer as Information Cartographer. Retrieved October 1, 2008, from http://alistapart.com/articles/mappingmemory/ Rosenfeld, L., & Morville, P. (2007). Information Architecture for the World Wide Web (3rd Edition). Sebastopol, CA: O’Reilly Media, Inc. Images from http://www.everystockphoto.com/