The Ultimate Guide to Information Architecture

It may not be the flashiest part of UX, but having a great information architecture (IA) system can truly a game changer for your websites and apps.

Information Architecture (IA) is the science of organizing digital content, to make it easy to use and understand. It’s the invisible framework that holds a website or app together, so that users can find what they need without pulling their hair out.

At its core, IA is about understanding how people think, process information, and navigate through digital spaces. The best IA is almost invisible. When it's done right, users find what they need without thinking about how the site is organized. They just feel like everything makes sense.

Here’s the Looppanel guide on why IA is more exciting than it sounds, and why it’s crucial in keeping the digital world from descending into chaos.

In this article, we will focus on:

• the science behind how users find information (spoiler alert: they don't read, they scan like hungry predators looking for informational prey)
• the basics of building a good IA system
• the research methods you need to use (like card sorting and tree testing)

How users find information

Know how some websites (like the IKEA online store, yum) feel intuitive to navigate, while others leave you frustrated and lost? The secret lies in understanding how users actually find information online– there's a whole science behind it. 

Our hunter-gatherer ancestors used their senses to find their next meal—tracks in the dirt, the rustling of leaves, or the scent of prey. Hundreds of years later, we are still using similar strategies — only we use it to hunt for Ubers online.

At least that’s what the Information Foraging theory tells us. 

The theory is based on the idea that you’re constantly picking up a digital ‘scent’—clues to tell you where you might find the information you’re looking for.

These clues could be things like:

• Keywords you’re familiar with
• Images and icons
• Descriptions and summaries

Let’s say that you visit the Ikea website to buy a lamp. The label “Lighting” and the picture of a lamp are strong scents to follow and click on, to find your lamp.

Every time you decide to click a link or scroll down a page, you're following an information scent. If the scent is strong – meaning the cues align well with what you're looking for – you're more likely to continue down that path. If the scent is weak or misleading, you might give up and look elsewhere.

Every time we interact with a website or app, we're subconsciously performing a cost-benefit analysis. We're asking ourselves—is the information I might find here worth the effort of clicking/scrolling/reading?

This decision-making process happens in a split second, and it's influenced by two main factors:

1. What we can see on the page (like link text, images, and layout)

2. Our prior knowledge and experience (about the topic, the website, or similar sites)

If we think the potential benefit (finding the information we need) outweighs the cost (time and effort), we'll follow that information scent. If not, we'll look for a stronger scent elsewhere.

How to Build Good Information Architecture

The key to building a website with great IA? It's all about grounding it in solid user research, from the very start.

By tapping into the mental models and information-seeking behaviors of your target users, you can build a system that feels intuitive, logical, and responsive to their needs.

This is where methods like card sorting come into play. By asking users to organize content into intuitive groupings, you get unfiltered insight into how they think about and categorize information. It's an invaluable starting point for shaping your IA.

Step 1: Start with Card Sorting

Card sorting is a simple research method where you ask users to organize a set of content cards into groups that make sense to them. This helps you understand how your audience thinks about the information and relationships between different topics.

There are a few different ways you can approach card sorting:

• Open Card Sorting: In this method, you provide users with a stack of cards labeled with different content items (pages, features, etc.), and ask them to sort the cards into groups that make sense to them. Users can create their own category names. This is great for getting a fresh perspective and discovering unexpected ways users think about the information.
• Closed Card Sorting: With closed card sorting, you provide users with a set of predefined category labels, and ask them to sort the content cards into those buckets. This method is useful if you already have a rough IA in mind and want to validate it with users.
• Remote Card Sorting: If you have a geographically distributed user base, you can conduct card sorting sessions remotely using online tools like OptimalSort or Trello. This makes it easy to gather input from a diverse set of participants.

Start with a clear, neutral explanation of the task, and avoid biasing participants. Encourage users to think out loud and explain their reasoning as they sort. Observe closely and take notes on any patterns, pain points, or surprises that emerge.

Once you're done with card sorting, you'll have a clearer understanding of how your users categorize things, and what information groupings feel intuitive.

Step 2: Build out the 4 key components

Once you have the key groupings in place, aligned with user feedback, it’s time to start laying out the framework.

A comprehensive and legible IA system consists of 4 key components.  These are the building blocks that, when put together thoughtfully, create a coherent and user-friendly information space.

The 4 key components of a good IA model are: organization systems, labeling systems, navigation systems and search systems. If you’re building an IA system from scratch, make sure to include all 4.

1. Organization Systems

Think about how you organize your closet. You might group clothes by type, color, or when you wear them. Good IA requires us to do something similar with information on websites. You can map out the organization of your website/app in different ways:

• Hierarchical: This is like a family tree. Big topics branch out into smaller, more specific ones.
• Sequential: This is for information that needs to be followed in order, like a recipe or a how-to guide.
• Matrix: This lets users sort information in different ways at once, like with an online store where you can filter shoes by size, color, and price all together.

2. Labeling Systems

An obvious one: labels are the words we use to describe information. They're like the signs in a store that tell you where to find things. Good labels should be:

• Clear and easy to understand
• Used the same way across the whole site
• Written in words users actually use, not insider lingo
• Short but descriptive

Remember, what makes sense to you might confuse your users. It's always smart to test your labels with real people to make sure they get it.

Here’s the labeling system on the Looppanel website’s navigation bar, for instance.

3. Navigation Systems

Navigation is how users move around your site. It's like the roads and signs in a city. There are different types:

• Global Navigation: This is usually a menu at the top of every page. It's like main streets that take you to big areas of the city.
• Local Navigation: This helps you move around within a specific area, like side streets in a neighborhood.
• Breadcrumbs: These show users where they are and how to get back. It's like leaving a trail of breadcrumbs in a forest.
• Other Navigation: This includes things like site maps and search boxes. They're extra tools to help people find their way.

Good navigation should be easy to use and help users feel in control.

4. Search Systems

In today's world of information overload, search is a key part of IA. Sometimes users just need to cut to the chase.

A sturdy search system should give useful results, help with spelling mistakes, let users sort and filter what they findand work well with the site's other navigation tools

Step 3: Run a tree test

So you've gone through the hard work of figuring out your IA. Now it's time to make sure it's actually working for your users. Tree testing is a super helpful way to check the findability and intuitiveness of your IA.

Here's how it works - you take a stripped-down, text-only version of your site's navigation and content, and you have users try to complete specific tasks by navigating through this "tree." For example, you might ask them to "Find information on returning products."

Here are the steps of actually running a tree testing study:

1. Build the Test Tree: Start by documenting your full IA in a simple outline or diagram. Include all the main categories, sub-categories, and page titles - but don't worry about any visual design stuff.
2. Find Your Testers: Recruit a group of people who represent your target users. Aim for at least 10-15 participants to get good, reliable results.
3. Set Up the Test: Use an online tree testing tool like Treejack or OptimalSort to create your test. Define the specific tasks you want people to try.
4. Run the Sessions: Have each participant go through the test individually. Watch how they navigate and note any points of confusion or dead ends.
5. Analyze the Findings: The tree testing tool will generate reports on stuff like task success rates, navigation paths, and trouble spots in your IA. Dig into these insights.
6. Refine Your IA: Use what you learned from the tree testing to improve your information architecture. Tweak category names, content organization, navigation flows - whatever needs to be more intuitive.

The key is to really put your IA through its paces with thorough user testing. That way, you can fix any issues and ensure your site or app is as easy to navigate as possible.

What does a good IA look like?

Once upon a time, a renowned information architect named Dan Brown (not that one) came up with 8 principles for good IA. They function as a solid checklist to make sure your website/app is organized intuitively, doesn't overwhelm users and can withstand future expansions.

These principles work under these 3 assumptions:

1. IA is about organizing information first, before thinking about how it looks
2. The person creating the IA knows how people actually use content
3. They understand all the different types of content and features the site will have

1. The Principle of objects‍

Think of your content as alive. It changes, grows, and interacts with other content. For example, a news article isn't just words on a page. It gets comments, shares, and updates. By thinking this way, you can create a structure that grows with your content.

2. The Principle of choices

It's tempting to give users lots of choices, but too many can be overwhelming. Imagine walking into a restaurant with a 100-page menu! Instead, focus on the most important options. You can always show more if users need them.

3. The Principle of disclosure

Give users a taste of what they'll find if they click. It's like movie trailers or free samples at the grocery store. This helps users decide if they want to dig deeper without wasting their time.

4. The Principle of exemplars‍

When you're describing a group of things, show examples. If you have a section called "Recipes," show pictures and names of a few popular dishes. This gives users a clear idea of what to expect.

5. The Principle of front doors

Not everyone comes to your site through the homepage. They might land on any page from a Google search or a friend's link. Make sure every page gives users an idea of where they are and how to get to other parts of the site.

6. The Principle of multiple classifications

People think about things in different ways. One person might look for a recipe by main ingredient, while another searches by cuisine type. Offer different ways to find the same information to make everyone happy.

7. The Principle of focused navigation

While it's good to offer different ways to find things, keep each way simple. Don't mix different types of navigation or try to cram too much into one menu. It's like having clear road signs – each one should point to one thing.

8. The Principle of growth

Websites and apps rarely stay the same size. Plan for growth from the start. Think about how you'll add new sections or features later. It's like buying kids' clothes a bit too big so they can grow into them.

Why you need to invest in good IA

Investing the time and effort upfront to get your IA right pays off in spades. When users can easily find what they're looking for, they're more likely to stick around and come back, leading to higher engagement and conversion rates. Plus, a well-structured site means users can discover your products and services on their own, so you can spend less on marketing. And since information is a breeze to locate, your support team won't get bogged down with endless inquiries.

Conclusion

A well-designed IA is essential for creating intuitive, user-friendly digital experiences.

Investing the time and effort upfront to get your IA right pays off in so many ways. Your users will be able to easily find what they need, leading to better retention, satisfaction, and conversion rates. You'll also see reduced support costs as people can self-serve more effectively.

Plus, a solid IA means you spend less on marketing to drive traffic to specific pages - users will be able to organically discover your content and offerings.

Remember, good IA isn't about perfection from day one. It's about creating a solid foundation and continuously refining based on user feedback and behavior. Regular user testing and analytics review should be part of your IA maintenance strategy.