Information architecture

When customers can find what they want easily they are more likely to buy or interact online. Information architecture is the process of arranging content so that it’s discoverable and understandable. It covers sitemaps, menu structures, navigation aids and much more.

We structure content based on expert input, but then we involve users in the design process, analysing how they sort and find information to validate that expert input. The result? Easy-to-use, intuitive information architecture that encourages conversions.

How do we validate Information Architecture?

Card sorting

When it comes to making your website or app easy to navigate, what seems logical to you might not be logical to your customers. Card sorting is a way of seeing your site through your customer’s’ eyes, making sure the information is organised intuitively by asking users to sort it in a way that makes sense to them.

How we do it
We use card sorting to design information architecture like menus, categories and navigation paths so that customers can find what they need with no frustration.

Tree testing

If you already know how you want to structure your content but want to check your logic makes sense to potential customers, tree testing is an effective way of evaluating how easy the information is to extract.

How we do it
A little like the reverse of the card sorting process, users are asked to find information from a simplified, text-only version of your site, without any help from visual aids. Is the structure of your information logical and intuitive? Get your users to tell you.