OTOinsights

What is Information Architecture?

Information Architecture is a logical interface design sequence focusing on information structure to reduce information overload and increase user reward.

Features and Benefits of Information Architecture

At OTOinsights we see many projects fail in terms of customer acceptance and profitability simple because the design has not understood the customer or their needs. At OTOinsights we use Information Architecture to:

• Understand who the end users are
• Understand the context in which the end user will use the software/website
• Design a solution which organises information in a way which makes sense to the user and gives them ample reward for their time and effort

How does OTOinsights conduct an Information Architecture project?

There are up to seven stages to Information Architecture:

1. User needs

We establish what the users/customers actually need and desire, usually with focus groups and/or ethnography, along with any prior research such as survey data

2. Personas

We create profiles of individual ‘customers’ who are using / might use your product. This helps to communicate both to ourselves and to you the specific types of people in your customer base, and what they would do with your product, as well as creating empathy in your design/development team.

3. Conceptual Model

We draw a conceptual model showing how segments of information are related to one-another their relative importance, according to user perceptions.

4. Process Flows/ user journeys

We establish what the user is likely to do with the final design; these are known as the key user journeys, and are different for each of the personas created in step 1. As all users have a goal and do not use websites or products meaninglessly, it is essential to record and test these goals and the processes required to reach them.

5. Site map

We plan how the website or software will be structured, usually as a tree diagram. We ensure that the importance and linking of elements matches the conceptual model created in step 3, and that it is possible to complete all of the process flows created in step 4.

6. Wireframes/prototypes

We mock up how the web pages / software screens will be laid out; what interaction elements will be used, where they will be located in relation to each other, what terminology and element sizes will be used, and what actions the elements perform. Note that we focus on user centred information design, not visual/creative design. if required, we use a partner agency to apply the creative design at the final stage.

7. Usability testing / validation

The wireframes are validated by exposing them to the users (matching personas from step 1) and asking them to complete tasks (process flows from step 4) to uncover design flaws. We can then refine the design based on informed feedback before delivering it to you, or submitting it to a 2nd round of user testing.

Tools

Axure Prototyping

We use the specialist software ‘Axure’ to prototype of the design, from conception wireframes through to dynamic HTML prototypes, with annotations and specification documents. These prototypes can then be user tested, or delivered to the client as a high fidelity specification from which to build the final software or website.

Card Sorting

Participants are asked to group logically related items so that we can build an idea of the structure of the site or software. Sorts typically use between 20 and 100 items, and can either be ‘closed’ or ‘open’; this dictates whether we provide pre-set groups, or allow the users to name their own groups. Sorts can also take place online as well as in studio.