Information Architecture: A Foundation for Smart Design
Question: Have you ever used a website or app on your phone and marveled at how effortlessly you found what you needed? It's much more likely that you've had the opposite experience - cursing the app or site while you struggle to find what you need so you can move on with your life.
Well, that's a great example of bad Information Architecture (IA, to speed things along). Thoughtful, seamless navigation isn't coincidental; it's the magic of good IA, an often unsung hero in the user experience landscape AND something that we at Common Marvel love to help our clients nail. So, what exactly is Information Architecture, you ask? Let's dive in!
Abby Covert, an IA hero of ours, defines it simply and oh-so-elegantly: "Information architecture is the way we arrange pieces of content to make sense when experienced as a whole." We love this definition because, as Abby also notes, IA is all around us. IA can and does happen every day, in almost all facets of our lives. In fact, we bet you've practiced IA yourself recently. If you've ever organized a closet to make things easier to find, set the table for a big meal with lots of people, or put together a plan for others to pick up and execute without you, you've already done some IA work!
What is imformation architecture
A Foundation for Smart Design
In the realm of digital design, IA is the art and science of structuring and organizing content and features so that users can understand their options and find everything they're looking for with ease. Kinda like urban planning but for digital landscapes. You wouldn’t want to hang out a city where all the street signs are placed somewhere different at every intersection and the roads lead to nowhere. Same as you wouldn't love a site or app with navigation labels you didn't understand, and the important things you need regularly burried four layers deep. Strong IA helps users understand where they are and guides them through the complex intersections of a website, app or any other experience.
Now, why does IA matter when we talk about smart interactive product planning and design? If you’re crafting a digital experience — be it an innovative app or a comprehensive website — the goal is not just to delight users with cool features or stunning visuals. You want them to be able to complete the tasks they're focused on with ease. You want them to be able to use the app. And, beyond that, you want them to come back again, to explore, to engage, to convert, and to recommend youIto their friends. And thoughtful IA is a key element of meeting these objectives of yours.
Thoughtful IA helps your product and design teams create a sense of place within the experience by intentionally putting certain features and information together. From here, developing intuitive navigation, categorizing and labeling content wisely, and defining clear pathways between places, IA helps users achieve their goals without feeling lost in the digital wilderness. This clarity and ease of use are critical because if users can’t find what they need, no amount of aesthetic polish will keep them around.
Backing up from the focus on your end users, that same thoughtful IA foundation also supports your product and design teams in doing their best work. It’s akin to having a blueprint before a construction project begins — the clearer the blueprint, the more aligned the builders, the faster the work is completed. Having solid IA means product teams can sidestep the dreaded "internal swirl" — that chaotic dance of misaligned perspectives and starts-and-stops — allowing everyone to focus on creating products that resonate with users’ needs and aspirations.
But, let's not oversimplify it. Crafting effective IA for digital experiences requires a blend of psychology, business acumen, and technical understanding. It demands a working understanding of your full landscape of content and features, clarity around who your users are and how they understand your content, and patience to experiment with different ways to organize the content so that it all makes sense when experienced as a whole.
Information Architecture is the foundation upon which engaging, user-friendly, and successful products are built. By prioritizing thoughtful IA in your product strategy, you set the stage for a performance that enchants and retains your users.
If you're struggling to smooth out bumps in your product experience, or you're getting feedback from users that the great features you've built for them just aren't hitting the mark, let's chat. IA might just be your missing link!