From Information to Architecture

So you want to build a great information architecture? One that is both intuitive and helpful. Building an effective information architecture (IA) for a website is largely based around the daily operations of the client you are working with. How can you turn those policies, procedures, audience needs and pieces of pertinent information into an intuitive, organized structure that is engaging and that drives action? I know, I know, Sounds boring! But it's a really cool puzzle that is different for every client. The goal should be to help site visitors find information intuitively, creating a positive experience while offering next steps to guide them to their goal. Let’s explore some best practices for structuring IA with practical examples woven throughout that hopefully take your taxonomy game to the next level.

What do They do, How do we Show it?

The process starts with understanding a business’s operations, goals, services, audiences, and what they aim to help their audience achieve. This can be done in a few ways. Interviewing stakeholders and audiences to get to the root of their audiences and needs is a great start. If scope or budget don't include something so time consuming, a targeted intake questionnaire can be used to get to the core of the projects needs. So, if a health services website prioritizes tasks like offering a list of doctors and a section with PDF documents that need to be accessible easily on page landing, we have a sufficient starting point. Clarifying what content is to be expected is a big part of this process. What about the doctors? What kind of PDFs? How Many?

There are a lot of answers to take in and analyze. These should lead the taxonomy decisions that arise from structuring information: should we use only nouns (like “Doctors”, "Resources"), verbs (like “Find a Doctor”, or "Search Resources"), or audiences (like “Patients” vs. “Doctors”, where specific resources might be separated beneath each rather than in its own independent section)?

Interviewing audiences may uncover evidence that "Resources" is too vague and patients don't understand if it is meant for them or not. In this case, it would be wise to use "Patient Resources" to clarify which audience the page is meant for and what will be on it.

Sounds simple, but when an IA gets really large these decisions may not be so clear. Keep your wits about you and keep going! Remember, this is an iterative process.

Content Should Guide Users to Goals.

Once operations are mapped, structure content by aligning it with user goals rather than internal departments. It may be tempting to help the client organize their business information, but unless this is an internal facing site, or they have explicitly asked for this as a success metric for your build, your IA should be built with the audiences goals as guiding lights.

How many goals are there? Are they complicated? Do we need an ordered breakdown of the information? Is it enough to have a summary on a page? So many questions that all hold a small piece of the ever changing puzzle piece.

Sometimes we need to group things logically in an easy to read order. Grouping information by steps in a process is another effective taxonomy approach, especially for task-based sections like “Sign Up” or “Support.” Often times those types of links will be held in the utility menu which leads to a section of the site where progressive disclosure can be utilized to offer a step-by-step process. Other times, we may need a more direct approach.

Another way to utilize steps is to literally make each step a page in your information architecture. Say our health care offering site has a process for new members. Instead of writing a long narrative on one page about the process of joining, finding doctors, reaching out to see if they are taking new patients, and scheduling appointments (which may be one heckin' long page) these can be separated under a the "Patients" section of the IA. Creating simple steps to clarify the process in the IA, give progressive disclosure, and simplify the process might be just what the doctor ordered..

this could look like:

Patients

Sign Up

Find a Doctor

Set an Appointment

Pay Your Bill

Using Card Sorting to organize content helps ensure that terms resonate with users. For instance, you may uncover that your audiences expect to be able to find their visit summary in the patient section. This type of page can be added and the solutioning of how to present that information can commence.

Sometimes this is a real "Yes, and" situation. Don't be afraid to run with an idea. It may work, it may not, but giving an idea time to evolve and grow is crucial to the creative process.

Create a Clear Hierarchy with Understandable Organization

Sometimes this is easier said than done. Try to organize content hierarchically, with broad terminology that leads down to more specific content. This approach works well when combined with structured taxonomy, such as arranging options by audience type (e.g., “Students” vs. “Instructors”) or frequency (e.g., “Popular Services” vs. “All Services”). Ensuring a clear hierarchy guides users through broad to specific information intuitively.

Following the Three-Click Rule, an educational site might structure the hierarchy so users can reach degree offerings from the homepage within three clicks, reducing friction in navigation. this might look like a program finder nestled on a child page:

Academics>Program Finder>Program Detail

Here we can make it happen in two with a program detail as the third click. Harvard does something similar, but cuts the finder and lists undergraduate and graduate degrees as the third click.

Again, this all depends on the structure of the clients content and if it is able to accommodate this type of arrangement. Each client is different.

Use Consistent and User-Friendly Labels

Choosing clear, everyday terms instead of internal jargon helps users understand and navigate the site effortlessly. Conduct Tree Testing to verify that labels match user expectations. For instance, testing terms like “Assistance” vs. “Support Center” could ensure users know where to find help. Additionally, stay clear of acronyms to avoid confusion within the structure of the IA. Your users might now know what AARP is, or if it is the same a AMAC.

A finance site could use tree testing to confirm that users find “Budget Tools” intuitive under “Resources” rather than “Financial Planning" and that users don't understand what a B-E Chart is or how it relates to finances.

See, confusing.

Design Flexible Navigation with Breadcrumbs and Search

Flexible navigation accommodates different user flows and provides multiple ways to find information. Options include primary navigation bars for essential content, breadcrumbs for tracking paths within sections, and a search feature for direct access. Giving users multiple ways to reach an objective can be a great way to ensure that there is always a path to success present. In some cases, utilizing search strategies such as synonym rings, suggestions of similar content, and content features based on specific search terms may help depending on the type of content in need of prominence.

For an e-learning platform, breadcrumbs like “Courses > Design > UX Design” help users navigate back to broader categories or specific details without getting lost. If the platform is really pushing UX Design courses, then any search on site for courses and design could be enabled to show UX Design first in the list of results.

Test, Refine, and Evolve IA Over Time

Continuous testing validates whether users understand and navigate the IA smoothly. Usability Testing is essential, especially when adding new services or pages, to ensure the structure stays aligned with user needs and business goals. Testing with periodic adjustments enables flexibility and keeps IA relevant.

A travel website could conduct quarterly usability testing to verify that newly added features, such as “Travel Insurance” or “Loyalty Rewards,” are discoverable and well-integrated. Additionally, Google Analytics can be used to check frequency of visits to particular pages and may offer insight into why the traffic may or may not be sufficient for the type of site.

UX Tools and Best Practices Recap:

• Card Sorting to uncover user expectations in content grouping

• Three-Click Rule to minimize steps to key pages

• Tree Testing to ensure users understand labels

• Flexible Navigation with a multi-path approach

• Usability Testing to maintain alignment with evolving needs

By implementing these practices, a business can translate its operations into a cohesive, user-friendly IA that improves accessibility, supports user journeys, and ultimately enhances the digital experience.