Information Architecture
Information Architecture is a logical interface design sequence focusing on information structure to reduce information overload and increase user reward. Many projects fail in terms of customer acceptance and profitability simple because the design has not understood the customer or their needs. One to One Insight uses Information Architecture to understand who the end users are, the context in which they will use the software/website, then to design a solution which organises information in a way which makes sense to the user and gives them ample reward for their time and effort.
Key Benefits
- Increases customer conversions
- Increases customer loyalty
- Mitigates risk of product not being accepted by users
How Does One to One Insight Conduct an Information Architecture Project?
There are up to seven stages to Information Architecture:
1. User needs
We establish what the users/customers actually need and desire, usually with focus groups and/or ethnography, along with any prior research such as survey data
2. Personas
We create profiles of individual ‘customers’ who are using / might use your product. This helps to communicate both to ourselves and to you the specific types of people in your customer base, and what they would do with your product, as well as creating empathy in your design/development team.
3. Conceptual Model
We draw a conceptual model showing how segments of information are related to one-another their relative importance, according to user perceptions.
4. Process Flows/ user journeys
We establish what the user is likely to do with the final design; these are known as the key user journeys, and are different for each of the personas created in step 1. As all users have a goal and do not use websites or products meaninglessly, it is essential to record and test these goals and the processes required to reach them.
5. Site map
We plan how the website or software will be structured, usually as a tree diagram. We ensure that the importance and linking of elements matches the conceptual model created in step 3, and that it is possible to complete all of the process flows created in step 4.
6. Wireframes/prototypes
We mock up how the web pages / software screens will be laid out; what interaction elements will be used, where they will be located in relation to each other, what terminology and element sizes will be used, and what actions the elements perform. Note that we focus on user centred information design, not visual/creative design. if required, we use a partner agency to apply the creative design at the final stage.
7. Usability testing / validation
The wireframes are validated by exposing them to the users (matching personas from step 1) and asking them to complete tasks (process flows from step 4) to uncover design flaws. We can then refine the design based on informed feedback before delivering it to you, or submitting it to a 2nd round of user testing.
