Information Architecture

by | Apr 28, 2011 | digital advertising

In order to ensure users find your content, prod­ucts, or services, your website language must match your consumer’s. If a user is looking for content on your site but can’t find it using their own vocab­u­lary and under­stand­ing, they may quickly move on to another site.

Know your user

Under­stand­ing the role of infor­ma­tion archi­tec­ture on your site is an impor­tant part of creat­ing a posi­tive user expe­ri­ence. Infor­ma­tion Archi­tec­ture refers to how your site’s infor­ma­tion comes together to form a navi­ga­ble, search­able, logi­cally-orga­nized website. It is a prac­tice meant to ensure that a user can easily compre­hend the language and orga­ni­za­tion of the site and complete their work­flow, which may span many pages and site sections depend­ing on their needs.

The Search Discovery Client Perfor­mance team uses infor­ma­tion archi­tec­ture along with usabil­ity best prac­tices to analyze whether your site content matches the needs of your users by iden­ti­fy­ing gaps between user inter­ac­tion and goals. Better archi­tec­ture leads to a stick­ier site and a stronger brand, deftly guiding users to mutu­ally desired content and offer­ing a great user expe­ri­ence.

Even though your site’s struc­ture makes sense to your company’s devel­op­ers or inter­nal teams, customers may have diffi­culty navi­gat­ing your site from their unique perspec­tives. We study your target audi­ence to under­stand how they think about your company and prod­ucts; through an exten­sive under­stand­ing the consumer, we are able to deter­mine the best ways to label content and struc­ture the site for easy navi­ga­tion and as a bonus, optimal search engine crawl-ability.

Supporting the site experience

No site is too large or too small. We have expe­ri­ence conduct­ing exten­sive infor­ma­tion archi­tec­ture analy­sis even on large, 100k page, sites. Regard­less of size, we use a design and conver­sion-oriented approach to iden­tify oppor­tu­ni­ties and explore new versions of your site expe­ri­ence with detailed expla­na­tions of improve­ments.

We utilize all of our core disci­plines in construct­ing site design wire­frames so you can see your site’s true poten­tial. When analyt­ics, usabil­ity, infor­ma­tion archi­tec­ture and an outra­geous amount of web expe­ri­ence come together, conver­sion rates increase and suddenly your CFO is smiling a lot more.

Search Discovery provides the follow­ing services to ensure your infor­ma­tion archi­tec­ture meets both your and your audience’s needs: