Information Architecture


Information Architecture is the process of organising the functionality and the content of a website into a structure that visitors are able to navigate intuitively. You can think of it as the blue prints for a website. Information Architecture defines a website’s structure, hierarchy, and navigation.

The goal is to create a website where users can find what they’re looking for with a few clicks. They should be able to find any related information in a few seconds and go back and forth between pages without getting lost.



Grouping and Organizing

Here you organize the content and define the basis for the site’s structure. Begin by writing each element of the content inventory on an index card. Take the cards and organize them into groups. You will want a big table to do this. A white board and sticker notes do the job too. Try organizing them in different ways. When you are satisfied with how you have grouped things, name each group; try to be as descriptive as possible, and avoid being wordy. Record the name of each group and the elements within it.







For instance if you’re designing a website for a city tour company, you might come up with a list like this:






About Us

Contact Us




Page 1:
Bus tours


Page 2:
Bike tours



Company history

Who we are

How to reach us


The first row determines the links on the navigation bar and represent a webpage. The second row shows the items that go under each page.



User Profiles and Detailed Scenario


When you’re done with grouping the website content, create an imaginary user profile and walk them through the process of a few actions on your website.


  • Segment your content so that they can be accessed with a few clicks.
  • Consider using sub groups to avoid having a huge line of links in navigation bar.
  • Lead the audience to where they want to go. Don’t make them guess.
  • Consider future flexibility and expandability



Keep Marketing in Mind


Websites are usually a marketing tool to sell a service or a product. Put yourself in a marketer shoes and come up with some strategies to capture audiences’ attention. In a larger picture what you’re trying to achieve is to:


  1. Capture attention
  2. Inform
  3. Educate
  4. Entertain
  5. Promote
  6. Sell


This may affect your information architecture.




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