Episode 10: Abby Covert, Etsy - Information Architecture and Content Strategy
Oct 2, 2018
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Abby Covert, a renowned information architect and author at Etsy, shares her journey from a Caribbean island to the world of digital design. She discusses the importance of community and mentorship in shaping a career in information architecture. The overlap between content strategy and IA is highlighted, showcasing its relevance in large organizations. Abby also reflects on her transition to Etsy, balancing work with personal life, and the challenges of managing career and family, all while hinting at future topics inspired by her book.
Abby Covert emphasizes the critical interplay between information architecture and content strategy, particularly in large organizations like Etsy.
The podcast discusses the challenges aspiring information architects face, highlighting the demand for specialists amidst a market favoring generalized skill sets.
Deep dives
Abby's Unique Background
Abby Covert's journey to becoming an information architect is shaped by her upbringing on a small Caribbean island and her homeschooling background. This atypical education fostered her artistic talents and a deep interest in design. After moving to the mainland for college at Northeastern University, she discovered the world of digital design and information architecture, significantly expanding her horizons. Her volunteer experiences in print design set the stage for a career that eventually led her to the tech field, illustrating the unexpected paths that can define one’s career trajectory.
The Evolution of Information Architecture
Covert experienced a pivotal moment in her career when she realized that information architecture, particularly in software, was a distinct and critical focus. This realization came after a freelance project where her design led to discussions about better organizational structures for software. Her rapid transition from a junior designer to an information architect showcased her ability to translate design principles into digital frameworks. This journey emphasizes the importance of mentorship and the significant role that personal experiences can play in career development.
Building Community and Mentorship
The podcast highlights Abby's dedication to nurturing the information architecture community through mentoring and community initiatives like World IA Day. She reflects on her transformative experience at an IA conference, where she discovered a network of professionals facing similar challenges. This led her to volunteer and eventually rise to leadership roles within the IA Institute, allowing her to influence the field's growth. Her journey underscores the value of community engagement and the importance of reaching out for support in professional development.
Challenges in Today's Information Architecture Landscape
Abby discusses the current obstacles facing aspiring information architects, notably the push to generalize rather than specialize in IA roles. Many employers seek 'unicorns' who can master multiple disciplines, leaving dedicated information architects struggling to find entry-level opportunities. This specialization versus generalization dilemma highlights a gap in the industry where junior positions are scarce, making it difficult for newcomers to enter the field. Abby's insights reveal the ongoing challenges of aligning job requirements with the diverse skill sets of potential candidates in a rapidly evolving digital landscape.
Author, speaker, and noted information architect Abby Covert joins Kristina to talk about the IA community and finding your own community of discipline. They also touch on the relationship (and overlap) between content strategy and IA, and what IA looks like at a large company like Etsy where Abby works.
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