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Just-in-Time Information 1
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Just-in-Time Information
A Layered Approach to Information Design


Joy Andrews Guerra and Carrie Cianchette | December 2006




Just-in-Time (JIT) information
describes content provided to
users at a specific time, place, and
in a particular way to enable them
to complete a transaction or learn
more about the content they are
browsing. Although many
websites do spend a great deal of
time and money implementing JIT
information in an attempt to lower
service costs while keeping their
customers happy, there are a
number of challenges they face.
One of the largest of these is that
they aspire to serve a diverse set
of users with a variety of behaviors,
expertise, and literacy and thus
a very broad range of content
needs. This discussion focuses
on how transaction-oriented sites
can employ a layered approach to JIT information, enabling users to turn up the
volume when they want more information, as well as the best ways to make this content
interesting, accessible, and usable.
Origins of Just-in-Time
While we are applying the Just-in-Time notion to information design, the phrase Just-
in-Time originates from an inventory strategy used in the manufacturing sector. The
premise behind the Just-in-Time inventory strategy is to reduce warehouse costs by
stocking only the minimum amount of inventory needed based on forecasted demand.
Similarly, our concept of Just-in-Time information means providing the user with only
the content necessary at the right time and place by anticipating the users needs based
on their immediate context within the overall experience. Early examples of Just-in-
Time information include tooltips: small windows (often yellow) that pop up beside the
mouse pointer to describe what that an item does (www.barrett.net/computerterms.htm),
and whats this? links that appear near seemingly-irrelevant fields. In both cases,
tooltips and the whats this? links provide content when triggered by the user and within
the context of a specific question.

Problem:
Your users need more information while in
the midst of completing a task; they have
varying levels of subject matter and
technical expertise. How can you provide
them with the content they need and not get
in the way of their task completion?

Solution:
Provide Just-in-Time information in a
layered format, enabling users to access
information catered to them without
overwhelming them.

Benefit:
Increased conversion, task completion,
fewer calls to customer service, and a
stronger, more satisfying user experience.

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Benefits of Just-in-Time information
Successful usage of Just-in-Time information can be the difference between converting
prospects to purchase a product, complete a transaction, or register on a site, and losing
them to early abandonment within the process. It can also increase the likelihood that
users will engage with the areas of your site you deem most salient.
Example: A user is shopping for a digital camera. In order to make a purchase decision,
some users may only want to know high-level product information like price, megapixels,
and brand, while others may want countless other details such as exposure
compensation, white balance, metering, etc. In this context, it is important to supply
additional content (e.g. in the form of specifications) to the users who want those details
without overwhelming users who are satisfied with basic product information. Although
you cannot predict the behavior of each user, you can successfully address both types
by providing JIT information in a way that allows users to self-select the details they want.
As a general principle, it is safe to assume your users may need or want more
information, especially if they are trying to make a decision. This could be true for both
novice and expert users, for users with high and low levels of literacy, or high and low
levels of subject matter expertise. For instance, a novice user may be attempting to do
something for the first time or simply out of necessity, but may not fully understand
certain concepts and therefore seeks guidance. Alternatively, an expert user may fully
understand certain concepts, but seeks additional details in order to make an informed
decision. Providing JIT information in various forms such as comparative information,
glossary definitions, product specifications, product reviews, or illustrative animations
at the moment the user seeks this information can make or break the user experience.
Challenges of producing Just-in-Time information
Although sites often do try to provide JIT information to help users complete tasks or aid
exploration, there are a number of barriers and challenges that can hinder the delivery of
JIT information to users.

One common barrier is ensuring the user is kept within the task flow. Users are
reluctant to interrupt their current task and risk losing their place to seek out additional
information, particularly when within a multi-step process. Coupled with this is the need
to convey the usefulness of this additional information to the user; as the internet
matures, people are no longer fascinated with clicking links simply to see where they go.
The benefit of accessing information must be obvious. Users must also readily notice
the JIT information placement and visual treatment must make it obvious.

Another challenge is that it takes time and effort to fully understand the users context,
and this is essential to providing meaningful JIT information. Knowing the users pain
points, where the user is within a task, and what additional details will address his or her
questions are all necessary to create effective JIT information.


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Finally, as mentioned above, creating JIT information for users of varying levels of
literacy and technical skill can be challenging. Graphical illustrations, short animations
or videos may be effective in these cases, as well as using a layered approach.
A layered approach to Just-in-Time information
When creating and providing JIT information, we advocate using a layered approach.
Each layer builds on the previous layer, providing a solid foundation for users to
comprehend the additional information in the next:

n an e-commerce site, this layer provides enough information to
distinguish one product from another. Characteristics might
include: price, brand, product image.
n a task flow, the layer contains enough information that expert
users can complete the question without requiring additional
details.
Layer 1: identify
dentify the options or question to the user, providing enough
information to enable an informed user to make a decision.
n an e-commerce site, this layer provides content describing
how specific product features support usage. This information
may be in the form of product specifications, e.g. for a camera,
what the aperture is and why it is important.
n a task flow, the layer provides additional step-by-step help in
answering the field or question, or help determining which option
is best for the user's specific situation and why.
Layer 3: explain
Explain to the user why or how to make a good decision
n an e-commerce site, the layer describes what this product is
particularly good for, intended usage, and why the user should
choose it. Characteristics might include detailed product
description, additional product views.
n a task flow, this layer explains how to answer the field or
question, or how the different options might suit specific
circumstances.
Layer 2: differentiate
Differentiate one choice from another or provide additional
context for the user who has less experience with the subject
matter


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The foundational Layer 1 of JIT information is the most important layer. It should use
simple language to describe options or concepts available to the user. It is important
that this first layer distinguish one concept from another, particularly if there is a choice
that this information is supporting. Ideally, the content in the first layer will be accessible
to a user who only has a rudimentary understanding of the target concept without getting
in the way of the user who is already very familiar. You want to provide enough
information that the users interest is piqued, but not so much information that the
content consumes too much screen real estate, becomes overwhelming, or is difficult to
scan quickly. Bear in mind that this foundation layer may be a regular content page in
your site, not necessarily a new page.

Consider the following example: a user is visiting a car insurance site and arrives at a
page to obtain a quote on insurance. The user is presented with a form. The expert
user or user who wants to quickly submit the form can make quick selections from the
drop down lists. The novice user or a user who has a need for further information about
the form has the ability to click on the links associated with the forms questions to obtain
additional details. The content provided on the page, including the How do I? and
Questions? links comprises the first layer of information.





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The second layer of information further describes key concepts or attributes of the
subject and includes the context for how these concepts or attributes affect the users
choice, providing a framework for decision-making.

Continuing with our example, say the user clicks on How do I estimate annual vehicle
mileage? A highlighted section that provides instructions for how to arrive at this
number is revealed. This may answer one users question: Oh, now I know I just need
to divide my odometers reading by the number of years Ive had my car. This user
then closes out the window, returns to the form to enter in their mileage.




The third layer of information provides reasons why the concepts affect the choice in the
current context and beyond, and provides additional materials for supplemental reading
if the user is interested. In this layer of information, it is crucial that the user not be
removed from the task at hand but be provided with a way to read or access this

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supplemental content while maintaining the current process. Only some users will want
to review this information, based on the degree to which they need to understand their
choices in order to feel comfortable making a decision. In this way, the individual is
choosing when to turn up the volume and receive more information to help guide her
choices. Examples of third layer content might include third-party product reviews,
animations or videos on assembly, or people who bought this also bought content.

In our car insurance example, the third layer of content is represented by a mileage
estimate calculator. Should a user feel uncertain about calculating the mileage number
on his own, he can enter the information into calculator and receive this additional
assistance. The calculator is illustrated in the following image.

DbtaIn Insurance uote DbtaIn Insurance uote
Please select your vehicle's make:
Please select the model of your vehicle:
Please select the safety equipment
installed in your vehicle:
What is the expected mileage on your
vehicle for the next 12 months?:
Select
Select
Select
Please select your vehicle's year: Select
How do I estimate annuaI vehicIe miIeage?
ThIs Is the number of mIles you drIve the vehIcle each year. To
estImate thIs, check the number of mIles you have put on the
odometer sInce acquIrIng the vehIcle. 0IvIde that number by the
number of years you have drIven the vehIcle.
Another way to estImate thIs Is to add up the mIles you drIve the car
durIng your daIly commute to work or school, errands you run usIng
the car, and any vacatIons or trIps that you have taken.
For more assIstance, try our calculator.

How many drivers are there in your

household?:
Where is does this vehicle primarily reside?:
Select
Street:
Apt.:
City:
Questions about primary residence?
CLOSE X
hIIeage CaIcuIator hIIeage CaIcuIator
Number of miles on odometer:
Number of years you've owned vehicle:
Use current mileage to estimate
Use trips to estimate
Number of daily trips:
One-way Roundtrip
Miles to destination 1:
Select
One-way Roundtrip
Miles to destination 1:
Select Number of weekly trips:
One-way Roundtrip
Miles to destination 1:
Select Number of monthly trips:
MiIeage CaIcuIator
Select from the two methods for estimating your mileage
below.
ResuIting estimate:
ResuIting estimate:
Layer 3: explain
Use this estimate to obtain quote
Use this estimate to obtain quote



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The scenario above would be drastically different if it did not employ multi-layered JIT
information. Were this situation implemented without JIT information, the user would
have had to click on a help link or icon located somewhere on the page or site and then
search for the correct information to answer their question. This would risk the user
losing her place in the process, which may be enough to dissuade her from seeking help.

Similarly, if the information were implemented without a layered approach, the amount of
information provided would be potentially overwhelming and confusing. In sum, the
layered approach is powerful because it provides varying layers of information to users
and delivers a great deal of content while avoiding information overload. Additionally,
only those users who wish to access deeper layers of information are provided with this
content the layered approach is a scalable way to educate users based on their level
of engagement and expertise.
Best practices for implementing the layered approach
In order to successfully implement JIT information using the layered approach, a number
of different themes must be considered.

Context, context, context
It is essential that you begin with the context or task that the user is trying to accomplish
and circle back to it throughout the design:

Identify the task. What are the different ways in which the user tries to complete this
task or transaction? What are his or her objectives? What questions does he or she
have along the way?
Determine what the user expects to learn from the site. How can your answers facilitate
the completion of the task?
Use these answers to drive the content you wish to provide. How do the ways in which
users try to achieve their objectives help drive the placement and format of the
information? How should you structure layers of information to address different sets of
users?
Keep the user within the context of the task. How can intuitive visual design help
reassure users that they will not lose their place?

Understanding the context surrounding your users and determining the answers to the
above questions requires special investigation. It is not easy to determine the level of
detailed information a user will want and when he may want it. Well-thought-out JIT
information requires close attention to the ancillary questions users have. Not only do
you need deep subject matter expertise to support all the questions that may be asked,
but you must also develop content and compose it in such a way to satisfy various types
of users with each layer you provide.

Let the user drive
Giving the user control over when JIT information provides an optimum user experience
for a wide range of users. Allowing users with the ability to self-select the level of
information they need in each step along the way is the best way to correctly anticipate
their needs. The layered approach achieves this by allowing users to drill into

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information based on their specific information requirements. It is also important to
distinguish between the information that is available at each layer so that the user can
see the benefit of drilling one layer deeper. You should also consider allowing the user
to short-cut and go right to the third layer of information.
Example: Some e-commerce sites allow the user to self-select products and product
dimensions he or she wishes to compare when researching a purchase decision.

Keep it simple yet informative
When designing your JIT information, remember that the content you offer will make or
break the experience. Straightforward word choices should always be used for the first
layer of information. In addition, you must ensure that you dont overwhelm novice users
while still providing adequate and specific information to more savvy users. By using the
layered approach to build from simple concepts to more complex ones, you will avoid
losing people along the way.
Tip: Make this information most effective and relevant by providing concrete examples of
the concepts you are describing. It is both powerful and easy for the user to understand
if you explore the same example in further detail within each layer.

Explore different formats
You can really get creative and leverage new Internet trends when formatting your
content to make it interesting and relevant. We recommend using visuals to explain
concepts. The recent rise in popularity of graphic novels is a testament to the increasing
appeal of visual communication. Visuals are particularly effective because they can aid
the understanding of emotion, expression, and can tell a story in a single glance. Using
visuals can be particularly effective in presenting information to a wide range of users
because they bridge language gaps and appeal to users with varying levels of expertise.
Example: Apple illustrates the actual size of the iPod. In one ad, Apple displays an iPod
next to a deck of cards. It is much more effective than displaying height, width, and
depth dimensions in text.
Also consider using audio, video, or animation to convey complex concepts. Studies
show that hearing content while reading it on a page increases overall comprehension.
Consider how webster.com and dictionary.com both provide audio pronunciation of
words as well as the traditional phonetic pronunciation in text. Animation can be used
successfully to show how concepts affect a users choice over time for example,
retirement services sites sometimes display animated examples illustrating what
happens when you invest a sum of money over fifteen years compared to five years, in
order to explain the complicated subject of compound interest.
Conclusion
Just-in-Time information can make the difference between a purchase and no purchase,
increase the likelihood of success in completing non-purchase tasks, increase the
engagement a user has with your site, and improve a users likelihood of returning.

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Using the layered approach in conjunction with the considerations described above
when creating JIT information will enable you to reach a wider range of users, while
allowing them to accomplish more, and with greater certainty. As users have less and
less time to become experts when transacting online, Just-in-Time information becomes
an integral part of ensuring they have the confidence they need to achieve their goals.

A modified version of this paper was published at the UPA 2006 conference in Colorado.
About the authors
Joy Andrews Guerra enjoys figuring out the simplest, most elegant ways to implement
functionality so that it is intuitive and self-explanatory to the user. She is a Senior
Information Architect and has been with Avenue A | Razorfish in the San Francisco and
New York offices for four years. Joys background in Cognitive Science helps her to
bridge the gap between user experience and technology to design systems that are both
user-centric and technically sound.

Carrie Cianchette is a Senior Information Architect for Avenue A | Razorfish and is
based out of the Cambridge office. Carries project work has primarily been focused on
the financial services sector. Carrie enjoys the challenge of presenting complex
(financial) transactions and principles in elegant interaction solutions. Carrie has a B.S.
from Tufts Universitys Engineering Psychology program and a B.A. in Classical Studies.
About Avenue A | Razorfish
Avenue A | Razorfish (avenuea-razorfish.com) web-marketing solutions are entrenched
in deep technology, rigorous analytics and a rich understanding of customer needs,
including award-winning web media and creative, search marketing services, email
marketing/eCRM, and world-class creative, design and implementation of customer
websites, intranets and extranets. Avenue A | Razorfish operates three U.S. regions
East, West and Central with offices located in major U.S. markets, the U.K., Australia,
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