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How we define information architecture

We define Information architecture as a systematic, question-based process for creating communication products that improve users’ performance.

Systematic Process

A system is a set of interrelated parts that work together toward a defined goal. In building web sites, you can think of the system as a methodical, structured, means for helping people find and use information. The entire system is performance-based.

Systems approaches work because they focus an organization–at the outset–on how the system can support people in doing what they want to do. Without this precise statement, subsequent planning and implementation steps can become unclear and sites can fail. Systems approaches also work because they link different elements in the site development process. All evaluation is based on the goals you set in the beginning. In this way, the success of your site is measurable, thorough, and repeatable.

Organizations have used systematic approaches in developing communication products for more than thirty years. Systems models are based not only upon theory and research but also on a considerable amount of practical experience.

Question-based Process

As information architects, we need to gather information on structure and content from a "questioning" perspective. Our goal is to give users not only information they want, and often to give them additional information they need. But we can only help users of information if we understand how they think.

As we build a question-based structure we must listen deeply (trying to understand how users perceive the information environment). It’s difficult to listen deeply–especially when we must quickly structure content and place it into a site. But it is in understanding the questions that users ask and building sites to support these questions that we can build effective communication products.

We also must fight the disease of familiarity (think differently about information).If you have ever been to a site where you did not understand what a label meant, or been to a site organized around departmental structures (rather than the inherent structure of the information) you have witnessed the disease of familiarity.

Process for creating communication products

Web sites–like instruction booklets, road signs, and telephone books– are communication products. They are performance tools that help people find and use information. Any time we build an internal or external web site, we are communicating information to a specific audience. But, unlike print, online media is interactive. We need to pay attention to how we structure processes, procedures and data in any situation where users are interacting with the system.

In developing communications products for such a complex environment, you will work with others who bring their ideas and expertise to the web project. Subject matter experts, technical reviewers, and additional client representatives will make sure that the technical content accurately and fairly represents the message they want to communicate. Editors will help you anticipate the responses of users and ensure that editorial guidelines are followed. Users themselves can give you ideas as to which aspects of the presentation work and which ones do not.. Listen to your users!

Process for improving user's performance

As information architects, we are called upon to take complex information and convey it to a target audience as clearly as possible. However, organizations seldom meet user needs. Research by User Interface Engineering, Inc. (UIE) shows that people cannot find the information they are seeking on a Web site about 60 percent of the time.

As information architects, we are called upon to think like "user advocates." In fact, thinking like the user is the essence of information architecture.

As you build a site, it's useful to head the advice of Donald Norman: "The design model is the conceptualization that the designer has in mind. The user's model is what the user develops to explain the operation of the system. Ideally, the user's model and the designer's model are equivalent. But, the user and the designer communicate only through the system itself...."

As you structure information, think about how people will perform when the USE the system. Think about the tasks they have to do.

Today's world is competitive. Organizations look for productivity, competitive edge, quality, and excellence. Information Architecture is a process for structuring information so it improves performance.

Information architecture works.