Maybe it's because information architecture (also known as IA) seems almost intangible. It involves thinking about the site as a whole and envisioning how it will achieve its objectives; it involves mapping out the site structure, organizing the content into categories, and developing an intuitive way to get the user from A to B in the easiest way possible. Too many creators of websites dive in head first without "wasting" time on these issues.
In fact, information architecture is probably the most important stage in web design. Skip this in the planning stage and chances are your site will be characterized by organizational difficulties, lack of clarity, frustrated users unable to find information, and different groups within the organization having conflicting views over what the site's aim is.
Good information architecture will determine
- what the site is trying to achieve
- who its audience will be
- what content will be on the site and how it will be classified
- the organization systems - site structure, navigation, classification, and search - that will enable users to find information
- how the site will accommodate change over time
Although crucial for large sites, good information architecture will benefit a site of any size.
Define the site's aims
The first thing an information architect must think about is what the site is trying to achieve? It's not enough to have a vague idea that "you gotta have a site." How will it help the organization, how it will help users? Maybe its aim will be to enhance customer service, to improve sales, cut back on support calls. The information architect must gather information and expectations from as many people as possible to be able to agree and define what the organization's goals are for the site.
Define the site's audience and its expectations
This is not merely about understanding online users, although that is necessary, it's about thinking who in particular will visit your site and why. Again, you need to consult with staff to try and get as comprehensive a list as possible. The marketing department, in particular, will be helpful in defining your audience.
Why will your site visitors come to your site? What benefit will it offer them? And let's face it, it'll have to offer some benefit or else everybody is wasting their time.
Chances are you'll come up with a list of many different audiences. You'll need to rank them in importance but at the same time be aware of the different users. That is why it's important to provide a number of navigation options. Different users will have different needs and prefer to access content in different ways.
Define and classify the content
Once you know the site's aims and the site audience, you can start thinking about the types of content you can provide to satisfy both.
Once you have a list of all the possible types of content you will have on the site, you need to look at how you are going to organize and present it to the user. Group it together in logical groups and label that group appropriately (this is called "classification"). Be careful here - what seems logical to some people is not to others, so once again, input from different people can help here-how would they group and label content?
Classification helps to put content into context and will aid the overall searchability and ease-of-use of the site. A thorough and well-thought-out classification system is essential for a well-planned, easy-to-use site. Once content is classified, you have the basis for your site structure.
Design the site structure
What will be the overall structure of your site? Classifying your content into groups will have gone a long way toward building the site structure.
With your site structure designed, you can design the navigation. Navigation covers how your users will get from A to B. You need to provide a variety of different ways to access content. There are a few conventions such as the use of global and core navigation (navigation containing the most important sections of your site consistently on every page). Local navigation can be more specific - it may be made up of navigation particular to that section, related links, etc.
Prepare the design mock-ups
Designers need to keep the previous factors in mind-the site goal, the audience, the content, and the structure, when producing mock-ups.
The design mock-ups should establish the overall look and feel of the site as well as particular layouts for each section of the site. Make sure these are approved by everybody that needs to approve them before you start applying them!
Don't be daunted
When it comes down to it, information architecture is about common sense and seeing the bigger picture - remembering (or establishing) what your site is trying to do and for whom and working out how to do this in the best way possible. A well-planned site will be able to evolve and expand over time without suffering too many growing pains. And don't worry if it's hard work initially agreeing goals and structures, just think about how problematic it would be to encounter those arguments after the site has been designed and launched.
