What is Information Architecture?
Ahh architecture. We marvel at the beautiful design and structural engineering of buildings and bridges all the time. But how often do we stop to think about the architecture of a website?
The truth is that good website architecture often goes unnoticed—as it should! A well-constructed information architecture creates a smooth, effortless user experience. Only when a website has a poorly organized, overwhelming, or confusing architecture does it become blatantly apparent and require a significant overhaul.
In this article, we’ll examine information architecture in more detail and examine how it impacts users and organizations. We’ll also discuss the underlying principles that lead information architects to the promised land.
“You know I’ve always wanted to pretend to be an architect.”
– George Constanza
What’s the difference between Information Architecture and a Sitemap?
Information architecture and sitemaps are closely connected in that they work together to label and organize a website’s pages. Ultimately, their shared goal is to help users intuitively find the information they want.
Information architecture is the foundational plan (or blueprint) for how a website’s content will be organized, labelled, and interconnected. It encompasses all the research, strategy, and UX thinking around user goals and challenges. It also takes stock of the site’s different content types and their relationships.
A sitemap is essentially the outcome of information architecture. It’s a holistic visual representation of the website’s structure, outlining page priorities, hierarchy, and more. Think of it this way: IA is like a recipe that outlines the ingredients, while a sitemap is the finished meal.
Here’s what guides good Information Architecture.
Taking on a website’s information architecture can seem daunting, especially for sites with many pages, like national associations and enterprises. It can sometimes feel like trying to de-tangle a massive ball of yarn (and not in a way that’s fun for cats). Thankfully, information architect Dan Brown developed principles that provide practical guidance for designing a website’s architecture.
1. The principle of objects
This first principle is related to how we think about and group content on a high level. In this case, we think of content as an ever-evolving set of objects with distinctive attributes and desired outcomes. Each content object’s unique purpose is meant to influence users differently. It can be long or short, copy-rich or visually driven. Some content is meant to inform and educate, while others seek to inspire action. Viewing content in this way (according to its defining characteristics) is key to classifying and grouping content.
2. The principle of choices
As we’ve learned from the paradox of choice, too much choice can be overwhelming for users. This principle encourages us to be somewhat ruthless in designing navigation systems. By limiting the number of choices to what is essential for users, we help them process information more efficiently so they can focus on the tasks they came to the website to accomplish in the first place.
3. The principle of disclosure
This one could also be called ‘the principle of sneak previews.’ It’s about ensuring users know what to expect when diving deeper. Closely related to the second principle, this means presenting users with enough detail to get a sense of what’s next without being overwhelmed. This could mean incorporating bite-size descriptors, helper content on hover, or at-a-glance summaries.
4. The principle of exemplars
Just like it sounds, this principle involves incorporating examples to describe what content lives within different categories. Featuring examples within the website’s architecture to represent content can effectively provide users with quick wayfinding and easy scanability. Think of icons or featured images within a mega menu or suggested text within a search field. These kinds of examples help to guide users on their path.
5. The principle of front doors
We can’t know how users will interact with a website until they use it. This means we need to make some assumptions – one of these being that up to half of all users will arrive from a page other than the homepage. Since we can’t always rely on the homepage to do the heavy lifting, each page needs to be the front door, ensuring it is intuitive for users to navigate other site areas.
6. The principle of multiple classifications
Different ways for users to explore content are vital to creating a personalized user experience. An association website with an extensive resource hub is a prime example. Some users may want to explore resources related to a specific topic or resource type, while others want to see the latest or trending content. Including multiple classifications gives users more control and puts them in the driver’s seat. For an example of a highly organized and detailed resource hub, learn about the navigation and insights solution we created for Clear Seas.
7. The principle of focused navigation
Sticking to this principle means grouping similar items within the same menu. Or in other words, not grouping content or pages that don’t belong together. This one sounds straightforward but often requires careful consideration as the website grows—which leads us nicely to the final principle.
8. The principle of growth
Enterprise and member-based websites are meant to grow. We need to keep this in mind when developing the site’s architecture. How will this impact the website as the organization evolves and expands? While not every outcome can be anticipated, asking the right questions up front can help to create an architecture with the flexibility to be scalable and accommodate future needs. Knowing whether an association plans to add online learning to their website, for example, helps us plan the right solution.
Here’s what to avoid in your IA.
Information architecture often starts simple enough with a streamlined sitemap. However, as an organization evolves, more products/services, features, and requests from multiple departments are added. As you can imagine, this can cause previously well-organized navigation to bloat. Suddenly, the principles guiding good IA go out the window.
These are some of the most common pitfalls we’ve seen across information architecture:
- Information overload: When anything and everything under the sun starts to get jammed into the navigation, we run into choice overload, and users don’t even know where to start. That’s when support emails start flowing in, or worse, your users abandon ship and move on to a different site.
- Unclear language: The naming of menu items, pages, and microcopy within navigation can be overlooked, but it’s hugely important. This isn’t the place to be overly flowery or verbose with language. The simpler and more transparent, the better.
- Lack of hierarchy: When everything within a site’s architecture is of equal importance, nothing is important. Size and placement of items on multiple levels within the navigation can help make it clear to users what the priorities are.
- Me first: We commonly see organizations prioritize their own interests over users’ needs. While information about the organization is certainly important, it shouldn’t be prioritized over users’ needs.
The North Star is addressing user needs.
The eight principles mentioned in this article provide excellent guidance. But ultimately, it’s critical to keep returning to your users’ unique needs. Are they coming to your site looking for something specific, or are they there to explore? Are they doing research, or are they ready to take action? Have they been here before, or is this all new to them?
Designing meaningful information architecture takes all of this into consideration to create the best possible user experience. If we can properly group, limit, and prioritize information on websites, there are a myriad of benefits for users. It keeps them focused, helps them find relevant info quickly, and, most importantly, limits their frustration, leaving them with a positive overall impression.
Why it matters to your organization.
Simply put, better information architecture leads to better user experience, and that’s better for your organization. The right information architecture will help keep people on your website for longer and increase their chances of converting. It reduces redundancies, which is better for SEO and gives you a greater shot of being chosen over competitors. Plus, it can reduce support costs for users who reach out because they can’t find what they need.
Does your site need detangling?
If you sense that your website’s information architecture has become unnecessarily complex, it’s likely time to rethink and reorganize things. You understand your organizational needs better than anyone. But having the support of an objective expert who’s skilled in architecting streamlined and intuitive solutions can be a huge help.
