Mar 25 2010
Back in February I wrote an article about how a site map is often mistaken for Information Architecture. I wrote about how a full IA phase is a better approach. However, one key thing I initially failed to do was to explain what IA really is (as was so graciously pointed out by one of our readers). The short explanation is that IA is a process that greatly enhances a website's organization and usability. The longer explanation? Keep reading.
What it isn't
Perhaps it's best to start with what IA isn't. First and foremost, Information Architecture isn't merely the creation of a site map such as the one shown below. It's not even just an outline of a website's content. Those are both elements of IA, but not IA in and of themselves. IA addresses more than just the skeleton or backbone of a website.
IA is also not usability. It's definitely a part of it, but usability includes other things from testing to visual design to UX (user experience) design, that just aren't covered in IA. However, without a solid IA phase, most websites will suffer from company-focused organization rather user-focused organization. Which leads me to the next thing IA is not.
IA isn't a clone of an organization's structure. How your company is structured has very little to do with how people look for information on your website. While it may make sense to organize your products or services a certain way because that's how you do it internally, that's not always the best way for your customers.
What it actually is
Simply put, IA is the organization and streamlining of a website's content and structure. With a definition like that though, it's easy to see why people confuse it with simple site maps. The thing with site maps is, however, that they're often just diagrams of the site's section without much, if any, thought to the navigation or the way the content itself should be organized on each page or in each section. IA covers more than that, including entry and exit points, up- and downstream flows, and to some degree, "what if?" scenarios. Most site maps provided by clients or their web design studios are merely a structural outline and don't address actual flow and processes that most modern websites have (which can then lead to poor design decisions during the development process).
Site maps also do not address usability. Having a fancy diagram of the site's structure doesn't automatically give you an easy-to-use website. As mentioned, usability encompasses more than just organization. It includes other sub-processes such as visual design, interaction design, functionality and the organization and writing of the site's content. Good IA, however, gives you a huge leap in that direction when done correctly.
In the same vein, IA is, in my opinion, a part of SEO (search engine optimization). It's certainly not SEO by itself as there are techniques and on-going strategies that are required for good SEO, not to mention that the goal of SEO is to organically rank well in search engines. However, IA absolutely contributes to good SEO because it organizes content so that it's understandable and intuitive for users, which almost always has a positive impact on site ranking. I'd even go so far to say that a site with solid IA will have a much easier time ranking well than one that is unorganized and lacking structure. After all, how sites are ranked in virtually any given search engine is driven primarily by how people search, not how a search engine thinks content should be categorized.
Why it's important
Have you ever noticed that when you're casually browsing the web you really take notice of a site's design when it's bad? IA is very similar. There are countless stories of users hopping online to find something specific only to be frustrated by poorly organized sites. And perhaps those instances and stories are a good demonstration of why IA is important.
Like good web design, good IA needs to be transparent and obvious at the same time. A well-organized site will be easy enough for people to use that after just a minute or two it becomes obvious where things are. This leads to a much more pleasant experience for your visitors; low on frustration and confusion, which means there's a good chance they'll stay longer.
And that means that IA is also good for your bottom line. Depending on the kind of site you have, if it's organized and structurally well-thought out, there's a much better chance of increasing your sales and leads.
All in all, IA is good for users, which in turn, means it's good business.
User-centered business
The key to effective IA comes from a solid understanding of business objectives. And constraints. But it doesn't end there. IA must also reflect the way people think about the subject matter, be it your services, information or products. And even beyond that, IA also must address a site's content and force site owners and designers to make decisions on whether or not it makes sense from an organizational standpoint.
Of course, this comes by having the right people in leading the IA phase. It depends on your company of course, but the people who "do" IA tend to be dedicated Information Architects, Web Designers / Developers, and Design or Marketing Managers. These folks will help keep a business' website stay user-centered and will provide any number of tools to do so, such as site maps, personas, prototypes, storyboards, page description diagrams and more.
Do small sites/business need IA?
As with most things, the answer to this is, it depends. I can certainly see (and have worked on) sites where a full, thorough IA process would be overkill. Those tend to be very small sites with few, if any major processes or flows beyond a standard contact form. However, that doesn't give them a free pass for some semblance of an IA phase, even if it means shortening and reducing it to a site map and page description diagrams.
If nothing else, a small site would benefit from IA for content reasons alone, especially in situations where business owners or managers (i.e., clients) are providing their own content. Larger sites, on the other hand, would probably be well off with a more thorough IA phase. What gets included will depend, of course, but nevertheless, it should still be much more than a simple site map.
All in all, while many sites may skip the IA phase altogether, the fact of the matter is, a site that embraces it will be less likely to suffer from usability and conversion problems. It's just better to invest in this up front than have to worry about it later on.