Presenting Information Architecture

For Digital Managers, Information Architecture, or the IA, can be one of the first major deliverables of a website project. When working with clients who are unfamiliar with this document, the presentation of the IA can quickly turn into a series of misunderstandings, confusion, and mutual frustration. Regardless of who presents the document - the Information Architect, or the Digital Manager - recognizing the importance of framing the conversation is critical in the success of the deliverable. Knowing there is great variation around the style in which this document can be produced, there are a few key points that must be articulated about its meaning. While these points may seem obvious to web professionals, they may not always be for clients, and warrant repeating.

Information Architecture doesn't tell the whole story: An IA is intended to communicate very specific data - primarily, what content will be included within a site, and how it will be categorized, or grouped together.  An IA may not indicate page layout or user flow.  There also may be significant interlinking between pages that is not indicated on the IA, because the links will live within the website copy.

Information Architecture is not linear: Users may enter and exit a website from any page.  Do not assume all visitors will first arrive at the homepage and navigate from section to section based on the order of pages presented in the document.  Shared links, bookmarks, search engine results and paid media may all drive users to internal pages of a site, bypassing the homepage entirely.

Once the IA is approved, it will be used to inform content development, graphic design, and technical development.  It is the basis for the structure of a website, so it's important that you ensure the client fully comprehends its meaning when you receive approval.  Be patient and allocate sufficient time for the initial presentation.  It will build confidence in your leadership skills, as well as in the finished product.

User Experience Design - Why We Should All Be Paying Attention

In the interactive realm, user experience design, commonly referred to as UX design, relates to the practice of creating a website that considers an end user's interaction, intuition, and general acceptance of the end product. UX design relies heavily on established usability principles in order to produce assets that 'make sense' to an end user. Elements such as structure and organization, page layout, content and creative design are all factors in user experience. With good reason, UX design is gaining momentum in the interactive space. It places users at the center of the design process - this is also called participatory design.

If we don't consider how an end user will interact with products we develop, there is a very slim chance that we'll deliver anything of value. Case in point, a website could be jam packed with extremely useful information, but if users of the site cannot locate what they need, we have delivered a poor product. Likewise, if a user is able to navigate a website, but the experience is difficult and ambiguous, we have also delivered a poor product. If executed well, user experience design can help avoid these types of problems.

Integrating a process around UX design represents an investment, typically passed on to the client in the overall cost of a project. Because UX design often relies on user research, the practice may require new experts and new methodologies that are different from projects where UX design is not considered. Here are some tactics that can be employed within UX design, although the list is not limited to these concepts:

- Usability testing
- Heuristic evaluation
- Persona development
- User interviews

Something I've mentioned in numerous entries is that our clients will become savvier as we work with them on more web initiatives. As they assess these initiatives with more critical observation, more weight will be placed on performance metrics, campaign results, and return on investment. Practices of UX design that utilize research will help us justify strategic and tactical decisions, providing clients with a higher level of confidence when recommendations are made.

At this point in the evolution of web development, having an experienced Usability expert on staff is crucial. This expert may come in the form of an Information Designer, a Business Analyst, or even an Interface Designer with a special interest in usability. The point of view these resources bring to production will help strengthen the quality of all end deliverables, educating the other team members along the way.

To learn more about the basics of usability, visit this website.