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Team TUG Continues to Grow!

headshot of Travis LaFleur

We are delighted to announce two new additions to The Understanding Group. Our newest information architect is Travis LaFleur, who joins our Grand Rapids office. Before TUG, Travis worked in experience design at a digital agency, and he holds a bachelor’s degree from Aquinas College in Visual Business Administration, a dual major that combines business with art. He also holds a master’s degree from the University of Michigan’s School of Information.

headshot of David HerreraDavid Herrera is our new IA apprentice in our Grand Rapids office. He earned his B.F.A. in Industrial Design from Kendall College of Art and Design in 2012. David brings with him a curiosity for understanding the “who” and the “why.” Welcome Travis and David!


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What’s in a Name…Badge?

headshot of Grant Carmichael

by Grant Carmichael

How do you design a multi-purpose conference badge for a diversity of users? Grant mixes information architecture practices with great designers and then iterates. The result: Four principles of conference badge design.

The World Cup Shows Big Data is IA

headshot of Daniel O'Neil

by Daniel O’Neil

When typical statistical analysis techniques fail, try a different approach. Daniel considers the game of soccer and how the IA lenses of meaning, relationship, and sequence lead to some surprising and powerful insights


IA Summit Call for Submissions is Open

Share your story, case study, advice, or idea at the IA Summit, the world’s premiere information architecture conference that brings together thought leaders, practitioners, and anyone who has a desire to learn about IA.

Submit your proposal by October 24: the organizers of the IA Summit conference (including TUG team members Dan Klyn and Jessica DuVerneay) are focused on bringing the best in IA content to the community this year, specifically around theory and practice, supporting information professionals, and career development.

Paul Soulellis Launches Graphic Design and Publishing Studio

Library of the Printed Web founder Paul Soulellis re-launches the client-focused aspects of his des founder Paul Soulellis re-launches the client-focused aspects of his design practice under the nameplate Counterpractice. We came to know and admire Paul’s work on the basis of his collaborations with Richard Saul Wurman, including magnificent program for the WWW.WWW Conference.

Paul tells us he will produce books, posters, environmental graphics, websites, apps, identities, and more from a museum-led co-working / arts / event space on the Bowery in New York called NEW Inc. Congratulations to Paul from TUG!

Service Blueprints: Laying the Foundation

by Izac Ross, Lauren Chapman Ruiz, and Shahrzad Samadzadeh for

The authors explain the essentials of a service blueprint, which “contains the customer journey as well as all of the interactions that make that journey possible,” and when to use it.

Intertwingled—A New Book by Peter Morville

by Martin White for Intranet

In his review of Peter Morville’s new book, Intertwingled, White talks about his own revelation that information is essential to life, and praises Peter’s ability to place information within larger contexts: “[Intertwingled] is written by someone with the gifts of a renaissance writer, able to bring together seemingly very disparate elements in creating an illuminating (though not illuminated!) manuscript.”

Intertwingled is available at


UX Strat

September 7-9 – Boulder, CO
Strategy and Structure: Doing It Right, and How You’d Know
Talk by Dan Klyn

Deciding Together: Three Tools for Realizing an Effective IA Strategy
Workshop by Dan Klyn and Bill Holsinger-Robinson


September 25-26 – Chicago
Because of McLuhan by Dan Klyn

Interact London

October 9-10 – London, UK
Language is Infrastructure
Talk by Andrew Hinton

Strategy and Structure: Doing It Right, and How You’d Know
Talk by Dan Klyn

Ignite UX Michigan

October 21 – Ann Arbor
Sponsored by The Understanding Group


Find out how you can put the what before the how on your next website redesign or e-commerce optimization project.

Contact Bob Royce at today to learn how information architecture can bring structure to your world and understanding to your site visitors.

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