Information Architecture

Users will tend to avoid websites which have poor layouts, or which are hard to navigate. An Information Architect seeks to avoid such problems by organising and structuring content such that it is simple to navigate and easily accessible.

One e-commerce company found that its poor layout was proving quite costly; through usability tests, it found that many customers didn’t complete their purchase because they had to register to the site beforehand. After changing the checkout process so that registration wasn't required, there was a sizable surge in revenue, so much so that it's now referred to as the ‘$300 million button’.

People mostly notice poor information architecture; something which is poorly structured, such that information is inaccessible. Similar to a house without a toilet, a user will get frustrated if they can't find something they're looking for on a website, which will hinder their attitude towards the site. Good information architecture involves clear labelling, logical and consistent navigational structures. Good information architecture sits in the back of people’s minds; it gives the user the confidence that as they navigate the site, they edge closer to what they’re searching for.