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The ideal UX information architecture is one that you can't see. When something works properly and intuitively, then we simply don't notice it. This is what creating an information architecture is all about - it has to be refined enough so that the user can easily achieve the purpose for which they came to your website or launched your application. Unfortunately, I have to worry you because there is no universal architecture template that works for every digital product. Instead, there is a checklist that will enable you to create your own information architecture that is ideal for your website, service, e-commerce site or application.
UX information architecture - what is it?
Information Architecture (IA) is to a website what reinforcement is to a bridge. The creator knows exactly that he has applied it and has thus powerfully reinforced his creation, whereas those using the bridge will only see the reinforcement when it begins to crumble.
Architecture is about organising, structuring content - not only text, but also video, images, downloads, etc. When we create IA, we are actually planning how we will arrange the different parts of our digital product so that it is as comprehensible as possible for the user. It is the backbone of the whole project, a map of connections between the different contents. Thanks to it, we can solidly plan the flows, that is, make the audience, without problems and with little effort, move between screens.
Benefits of having a well thought-out information architecture
Let's move on to what exactly a refined UX information architecture has to offer you and whether it is actually worth the time and even investment in research. Well, it definitely is. And this is because IA allows you to:
- to provide users with a better experience when interacting with a digital product;
- moretraffic to the site - more of your audience gets to the information they are looking for;
- Reduced rejection rates - users can easily complete their goals, so they stay on the site longer;
- Improved conversions - making it easier to access key information translates into more sales, course enrolments, the number of contact forms completed and every other action that is important to the business;
- efficient copywriting ux - the refined architecture facilitates the creation of specific texts;
- A solid foundation in user experience design;
- SEO support - structured data and content, linked together by an internal linking network, have an impact on a site's ranking in Google.
Ideal UX information architecture
As you already know, the perfect UX information architecture for everyone does not exist, but the perfect one specifically for you does. Let's take a look at how you can achieve it. To get started, download the free checklist, which I will discuss in detail in a moment.
Download the checklist for free: Information architecture
OK, now that you have a checklist in front of you, let's start planning IA together.
We will be interested in 3 main issues: Your business objectives, the needs of the users you are targeting with your product and the information you want to include in it.
Step 1 Analyse your target audience, the main functions of your product and the context your competitors are creating for it
Start by answering the fundamental question: what do you want the user to do when they launch your product? Do you want him to place an order, fill out a contact form, download the materials you provide him with, share feedback, complete a test? The layout of the content has to guide him or her quickly, easily and pleasantly towards your business goal.
But right away, it's not that easy. You also have to take into account his goals. What problems, needs does your product help him to satisfy?
If you do not yet have an identified UX persona, it is high time to describe it. How exactly to do this, I write in the article: What is a UX persona? Downloadable template. In simplest terms, personae describe your potential customers, their needs, motivations, how they use your product.
Also take into account the usage habits that your target users have already formed. With mental models, you will find out what assumptions your audience has even before you launch your product and where they expect to find specific information. For example, the shopping cart in an online shop has already got its place in the mind of internet users - they reflexively look for it in the top-right corner of the screen.
You will learn more about the behaviour and expectations of your target audience from UX studies, surveys, scientific reports and, if your product is already launched, also from web analytics (e.g. Google Analytics or Google Search Console).
What remains to be done at this stage is to analyse your competitors. Look at the solutions offered by other companies in your industry and learn from their mistakes.
Step 2 Identify the main content areas to be included in the product
Based on the analyses from step one, you can determine exactly what content should be included in your product. List all the content areas that users will be looking for and need in order to perform a specific action, such as placing an order.
If your website or application is already up and running and you are keen to improve the information architecture, analyse the content you already have. Decide what to add, update and what to drop altogether.
Think now about how you would like to develop the product in the future and what information is likely to need to be added to the existing structure in the future.
Stage 3: Development of the main menu
Having already known what information your UX information architecture needs to cover, you now need to group and name (label) it accordingly. This is where UX testing (card sorting, tree testing, usability testing - you can read more about these in the article: Effective usability testing methods. What is worth investing in?).
Divide the content areas into groups of similar topics which, once named, will become elements of the main navigation menu. If you have an extensive site, also seriously consider using crumb navigation, which tells the user precisely where they are at the moment.
The rule of thumb is one - design the navigation to guide the user 'by the hand' through the product.
Step 4: Creation of the site map
The product map shows the location of all sub-pages and the hierarchy of information.
With the main navigation developed, you can now go deeper into the topic. Divide content areas into individual sub-pages. Create a simple and intuitive labelling (naming) system so the viewer knows exactly where to find the information they need. The company details and contact form are expected to be found under the 'Contact Us' tab, so let them be there. Otherwise the recipient will start to get lost.
Also select functionalities that make it easier for users to interact with your product, e.g. search engine, filtering, etc. Allow your audience to make the time it takes to find specific information as short and easy as possible.
Stage 5 Prototyping
Before the final launch, the UX information architecture still needs to be tested. Mock-ups and prototypes work well here. Send them to your potential customers for testing. Give them a task, such as finding specific data or placing an order. You'll be able to gauge their impressions and find out if the UI is working as it should.
The most common mistakes in information architecture
Finally, let me tell you about some of the most common mistakes by which IA loses its power. There are situations where the team has worked hard to create the architecture, has put a lot of time, effort and commitment into it. It is sure that it has created the perfect structure and ... Nothing. The results show that something is not right. Just what exactly?
We may be dealing with several causes. Here are the most common ones:
- UX information architecture has been confused with navigation - IA is definitely more than that, and the menu is only one element of it. By only caring about navigation, the architecture is incomplete.
- The information was designed primarily with the creator in mind, not the target users - as experts, we may give in to the illusion that everyone thinks like us, uses the site in a way that is comfortable for us. This is definitely not the case. Therefore, research your users' needs and the solutions you implement with UX tests (e.g. card sorting method, tree test, usability tests, in-depth interviews, prototype).
- Totally ignored are the SEO issues on Google - the website, service, shop or app is so far down in the search results that hardly anyone comes across it. Traffic is lousy. Create content-rich pages, don't duplicate the same texts and topics, take care with unique keywords.
- Important content for users is hidden on the page - it takes a lot of effort and clicks to get to it. Create intuitive navigation and ensure internal linking.
- The structure of the information is not geared to further development - expanding the product then requires designing IA almost from scratch. It is better to assume from the outset what direction the product might take and to ensure that the information can be expanded as quickly and easily as possible in the future.
Summary
All those efforts I told you about more than pay off. A decent UX information architecture saves a lot of company budget that would have been swallowed up irretrievably by misguided design solutions. Use this knowledge to create great digital products.
