Information Architecture

At the beginning of the process, we conduct user profile research to learn about their behaviour and what kind of information they are looking for. We then create a persona or proto-persona to help us define key goals and user motivations, which later influence the whole structure of information architecture. Of course, the IA is not all about the users but also about the business itself, so in this process of creating a perfect structure, we also take business goals into consideration.

When creating information architecture, it's important to review how others are doing it. In this step, we examine and compare the structure of your competitors' platforms. It's crucial to understand what is effective and what isn't for your main competitors. This helps us eliminate certain ideas from the start and develop a few potential structures tailored specifically to your needs.

Once we get familiar with your users, their needs and ways how they are looking for information, we identify main content categories, their hierarchy and correlations between each other. During this phase, we are using various techniques such as creating a sitemap, a decision tree and the basic information structure.

We work internally with a team of strategists and designers to define and design product concepts that you can easily test with your customers. We stay open-minded and include your ideas as well as market research insights. After all, it is all about a collaboration between you and us.

Even the best possible ideas have to prove their value in a field. The implemented changes have to be monitored in order to ensure whether or not this information architecture is performing well. Obviously, we do not have the perfect receipt for a successful structure, but we always have a couple of hypotheses about different layouts which can work better or worse. And, with the help of A/B testing we decide which layout converts the best.