Information Architecture

What Is It?

Information architecture is about Website design, not Web page design. Information architecture defines both the goals and the content of the Website by imposing a coherent, user-friendly structure on it. It ultimately determines whether or not visitors will find the information they seek.

The cornerstone of sound information architecture is a solid hierarchical Website structure. The hierarchical structure (top/down pyramid) is most effective because it is pervasive in our society, and is therefore easily understood by Web site visitors.

Information architecture consists primarily, but not exclusively, of the following building blocks:

• Logical, sensible content and its optimum placement
• Coherent, effective labeling of content and navigation
• A user-friendly navigation system

Why Is It Important?

Above all, your Website should not be an obstacle course for users looking for information. Good information architecture avoids out of context and obsolete information, misleading labels and a poor navigation system. Typographical and factual errors in content are eliminated before the site is launched.

Many sites collapse under the weight of unessential and/or disorganized and/or obsolete content and/or frustrating navigation.

Successful information architecture provides a balanced interface between the Website's design and content. It anticipates and addresses the target users' needs. It also renders the Website's particular corporate culture intelligible to the user.

A coherent, logical layout of your site's information helps visitors find what they are looking for by ensuring clarity of content and ease of access. A sound, consistent structure enhances visitor comfort and trust. If the information architecture is well-designed, incidental learning and unexpected buying may also occur. Less pain, more gain all around.

Good information architecture also ensures that the site is flexible enough to adapt to change and growth without breaking.

Your Website's information architecture should be mapped out and in place before coding of the site begins.

- Allan Ennist