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Structuring for Success

The Nuts and Bolts

Content never exists in a vacuum or in the abstract. Even a site packed full of interesting, unique resources can be dragged down if that content is overly difficult to discover, navigate, or engage with.

Information Architecture, or IA, is the science of endowing content with structure, labeling, discovery and navigation tools that contribute to improved User Experience, or UX. Thinking about Information Architecture and User Experience is the best way of making sure the true value of content will be realized and any visitor-related goals can be achieved.

Example of Website Information Architecture

Four Key Principles

Every site visit is an activity whose contours are shaped by the way pages are laid out, connected, and offered up through searching or categorization. The user experience of any given visitor will, therefore, be influenced just as much by these structural factors as by the quality and usefulness of content itself.

Just as content can be refined or refocused to provide more value to users, so can the architectural side of things be addressed in ways that contribute to deeper, more rewarding engagement, improved conversion rates, or other positive outcomes. The Key Principles of Information Architecture and User Experience that allow for this can be broken down along four basic lines.

1. Organization: 

Whether with a single page or across dozens of them, every site embodies decisions that were made about the organization of content. Information that is well organized will make it easier for users to realize their goals with whatever might be needed next always being close to hand. Information that is badly organized will be frustrating to engage with, as natural patterns of inquiry are disrupted by disjointedness and a lack of useful structural direction. Effective organization emphasizes things that are important and valuable and relegates other elements to places of lesser prominence.

2. Navigation:

Moving from one page to the next is as much a part of the overall user experience as is diving into a particular article or post. Navigation designed with the real needs of users in mind encourages more natural, rewarding movement around a site, taking engagement beyond the boundaries of a single page. Navigation reflects organization and enhances it, linking strategically defined and laid out collections of information in ways that improve their accessibility and overall value.

Mockups of Jagaur Club of North America Website

3. Identification:

Pages, posts, and other storehouses of information are also defined and related to one another conceptually. Distilling the essence of any informational resource into particular concepts through the appropriate usage of tags, labels, categories, or indexes opens up another way for users to pursue their goals. Useful identification of information adds another dimension to the overall user experience such that it becomes easier to pursue new realizations or dive more deeply into a particular topic.

4. Discovery:

Even the best-designed categorization schemes and indexes will often fall short in the light of particular goals. Giving users the ability to discover information on their own terms with a search facility fills in the gaps and can even become a primary means of access. Not every site will merit such a system, and making sure any system put into place will be rewarding to use should always be a priority. Allowing for easier discovery also leads to the accommodation of unusual or unanticipated usage patters.

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