Have you ever visited a website looking for something specific but had no luck and closed out of the window? This is a sign that the Information Architecture was lacking.

But wait, what is Information Architecture (IA)? Essentially, the IA connects people, or users, to the content and informs the user interface. This is the “master plan” of the website or “blueprint” of the design structure which is later incorporated into the project wireframes. Creating this type of content plan creates a foundation for a good user experience and will drive decisions on page layout and site functionality. Often, IA is documented in methods such as site maps and prototypes. 
•    User Focus– In the planning phase, customer interviews are completed and usability is tested through interactions with different types of visitors aka “personas”. Your site should make it simple for users to find the content they are looking for and stay consistent with design elements (i.e. color scheme, fonts, space, images). Ask yourself, what’s the goal of your site? Is it easy to achieve this as a user?
•    Minimal content – Nowadays, people go through less pages to find what they are looking for. Cutting down on content and creating an easy-to-digest hierarchy with a clear flow is key and will be beneficial for both you and the user – win/win. Typically, any more than 5-7 items in a list is too many. If you find you have an overwhelming amount of content for your site, avoid cramming everything in your IA and lead users to these pages through internal links. Less choices = more effective IA.
•    Clear Initiatives – Your site’s main purpose(s) should be clear in the IA. Where do you want users to land? Examples of actions you’d like users to take are: find a store, buy tickets, view latest products, become a member, subscribe to blog, etc. We do not recommend using clever terms in the navigation that have potentional to be misleading – stick with “universal” language. 
•    Focus on the objects or “things” – Organization your website by using object-oriented user experience (OOUX).  Cool Blue has been an early adopter of this “new UX concept” created and pioneered by Sophia Voychehovski Prater.  This strategic approach helps us quickly build IA strategies around what is important for your visitors and solve problems around mobile menus and bloated content that degrades the experience for mobile device visits.  Read more about OOUX.
•    Make it easy to refine your IA – Site content and your users will evolve overtime. It is key to have a content management system (CMS) that allows for edits and overall flexibility in your IA. 
For example, let’s say there’s a particular page in your third level navigation that is getting a lot of traffic. Consider making this page a featured “Call to Action” your homepage/require less clicks so it’s more easily accessible to users.
•    Reference your analytics – Referencing user/behavior flows can be helpful in discovering the common paths from users and adjusting your IA accordingly. Where are users dropping off? What caused this? It’s essential to frequently review patterns in your site analytics so you can successfully drive your users to your site goals.
Interested in learning more about planning processes and implementing groundwork for a great user experience? Click here: