The way you present content and pages plays a critical role in helping users achieve their online objectives – communicating subtle messages that signpost key user journeys, important information and next steps.
With these messages determined by your website structure, also known as Information Architecture (IA), it’s vital that you get every aspect of it right – from the underlying hierarchy and taxonomy through to navigation and on-page visual clues.
Fortunately, our user experience consultants are here to help.
Whether you’re building an enterprise information architecture from scratch, or looking for information architecture testing services to fine-tune what’s already there, our consultants offer a range of services to make sure your IA is aligned with your users’ mental models, online behaviours and expectations. You’ll be able to serve their needs better – and see better results reflected in your business performance too.
It’s all too easy to become too close to the inner workings of your website – to the point where structural improvements that could help users complete important tasks are overlooked. Having an external information architecture consultant provide fresh set of eyes can prove hugely insightful. This is true whether you’re looking to optimise what you already have, or make more radical changes as part of a wider digital transformation strategy.
That’s why our user experience consultants typically begin each information architecture project with an in-depth analysis of your existing website structure. By objectively assessing how much content there is, what format it comes in and how it’s structured we can see:
How, though, can you guarantee that your IA strategy meets the needs of your users? Our information architecture agency services include testing proposed concepts with your users at an early stage, using exercises including card sorts and online tree testing.
We also employ specialist information architecture software to ensure your IA is tested and reviewed in isolation, away from the distraction of page layouts, menus and visual design. This increases the accuracy of feedback to effectively validate your enterprise information architecture decisions before we go too far down a particular route, to avoid unnecessary rework.
In focusing the information architecture for the financial institution’s new internet banking portal around common user tasks, rather than individual banking products, we’re helping TBC Bank’s customers to manage their day-to-day finances with ease.
This user-centred approach is paying dividends in other ways, too – delivering TBC Bank a 275% increase in banking clients, and growing internet banking penetration by 76%, in just two years.
Structure & Navigation
Information Architecture services organise, structure, and label your content in an effective and scalable way. Good information architecture can make all the difference to helping users achieve their online goals, by providing the ‘scent of information’ they need to journey effortlessly through your digital services, find the information they need, and complete tasks efficiently and effectively.
By crafting your site’s underlying structure around the central needs and thought processes of your users – focused on enabling task and journey completion – you’ll also reap the rewards of increased satisfaction, visit duration and conversions, delivering you a measurable impact on your bottom line.
Working collaboratively with stakeholders and end-users, information architects will transform the findings from any initial requirements gathering into a streamlined IA that enables users to perform tasks as intuitively and efficiently as possible.
When following the core Agile principles of collaboration and iteration, information architects will also rapidly define and refine ideas to evolve the structure and navigation of your site.
Lightweight, interactive prototypes can be used to test concepts at an early stage – determining how efficiently and effectively common tasks and activities can be completed, for a cost-effective solution that immediately highlights areas for improvement before designs are passed on to the development team.
Information Architecture (IA) refers to the underlying organisational structure of a site, and how your users interact with your information and content. Key elements of information architecture include navigation and search, hierarchies and taxonomies, and user journeys – all of which should be optimised to support findability and intuitive ease-of-use.
Information architecture is one part of User Experience (UX) design, which looks at the full experience a user has with your brand, focusing on usability and accessibility, visual design, content and more. Good information architecture is important to ensure effective overall UX design, and should be considered when developing any new digital product or service, as well as when reviewing existing platforms to identify areas for improvement.