In this section, we're going to look at some larger issues about how we might start to organize our content. We're going to try and create a hierarchy of what's important and what's less important. We're going to begin to think, not just about what goes where, but about what goes where and why. So thinking about how our Apple website is used is actually going to help us to think of a design structure. We'll be looking at a hierarchy of function and thinking about what's important to the user? What are the things that the user is going to want to do first? And so those things might be more important in our design layer. But we'll also be thinking about what's not important to the user. What are the things that they might not want to do straightaway? Or perhaps some people might not want to do those things at all, as well as thinking about what's important to the user, will also be thinking about what's important to the client, which in this case might be you. What's the intention of the client? Why might you be making this app or website in the first place, what's it really meant to do? It's important to maintain that hierarchy and keep sight of your goals and your intention in making an app or a website in the first place. As you add functionality, and more options to your Apple website, you don't want to lose sight of what the goal was in the first place. So we have these two kinds of hierarchies that are going to affect our content and affect our design structure. And ideally, these two things will align perfectly. So the goals of the client are reflected in how our interface is prioritized in terms of the hierarchy of the design and the content. So let's look at how that might work with a real world example. The very first thing you want to do is to set the scene or set the tone. When you first open an app or a website that first impression is going to be really really important. You have to think about what's the first thing the user sees, because it's going to set the tone for the rest of their experience. So the user opens your website or app, they see what's in front of them, they form some kind of impression and opinion about it, and then they act or engage or react to what's in front of them. So very quickly, there's three things that are going on with the user. They're seeing, thinking and physically reacting. Let's use the CalArts poster website, that we looked at earlier, and see how a user first interacts with that. When the website first opens, a selection of posters is displayed. And these posters are preselected and pulled randomly from a much larger group. So the goal is to show the user some of the best posters, but also have them be different each time the user visits the site. So if we ask ourselves, what's the first thing user sees when they open this website, the answer would be a collection of really exciting and energetic visual posters. But the design and content of this interface are also going to tell the user some other things as well. So they see all of these posters, but they also can tell by the way that it's laid out, that this is some kind of collection or some kind of archive. The site feels like it's more concerned with visual form than textual information, for instance. So we know that it's a very visually driven website, so the user has some kind of expectation about what the rest of their experience on this website is going to be like. In a lot of ways, the initial visual experience that you give the user is a foreshadowing of the rest of the experience that they'll have on your site. Once the user has formed an impression of your site, the user is then going to interact with it somehow. So you could ask yourself, what's the first thing that a user does? I think the first thing would be to click on a poster. Because it's a visually driven site, the user is probably going to get pulled into that visual experience. So they'll either want to see more detail, by clicking on a poster, or see more posters by scrolling down the screen. So let's follow this through and see what happens when you click on a poster. The poster fills the screen. And what's important here is that it offers a different visual experience than the home screen that we started on. So there's a significant scale difference, we can see much more detail. The visual experience is immediately different. In a simple way, we're offering the user a reward for spending their time clicking. So let's see what happens when the user scrolls down to see more posters. Here very little changes, visually at least. We're not trying to show the user details and reward them with a new experience, instead we're trying to show them the volume and breadth of the content that's available on the website. Our goal is still to engage the user, but we're doing it in a different way. So those are our two big moves, in terms of interaction in our hierarchy. But we could ask ourselves, what does the user do after that? They start to explore some of the mid to lower level possibilities for interaction. So this means starting to explore the interface a little bit more. There are navigation elements in the interface, such as the timeline, or categories, or the search field, that are lower down in the visual hierarchy. But they're much higher in their specific functionality, so you're less likely to use them when you first encounter a website and you're just browsing and looking around. And you're much more likely to use them later on, when you have a specific intention or a specific goal that you're trying to achieve. Let's look at how these hierarchies of content, function, and design work on a handheld device. Instead of using something where we've already made an interface, let's start from scratch. Let's build it up from nothing and see how these ideas of hierarchy might shape our structure and our interface. So let's pretend we're designing an app to get a cab. Let's look at what our goals might be that might shape the interface. Our goals, in terms of content and function, could also be termed as being goals for the client and goals for the user. And in this case, those goals would all be exactly the same, we'd want to get a cab as fast as possible, so there's a clear primary singular function that's really going to drive the first thing that the user sees on our screen. If we're going to get a ride as fast as possible, there's several things that the user is going to want to see all at the same time. First of all, we're going to need to see our own location, where we are on the map. We're going to need to be able to enter our destination. And we're probably going to want to see what cabs are nearby that are going to be able to pick us up. And we need to have all of those three things happening at the same time, simultaneously, to have a seamless and fast experience. When we're designing an interface like this, the first thing that we're really doing is articulating the problem and figuring out what is a good solution for that. We're not really thinking about any specific visual solutions here. We're looking at the big picture and trying to give a structural shape to our design. We're still trying to answer those larger questions to do with hierarchy and organization. We're looking at what goes where and why? We're trying to figure out what is the best visual solution, and what the main design elements are? We're thinking about the hierarchy of those elements, where they're going to go within our interface or within our whole experience? So we're really looking at all of these much bigger moves, we're not getting caught up in any design details yet.,
