Well-designed user experiences are the foundation of brand equity, the vehicle to deliver conversions and engage target customers. The flipside of this is confusing user journeys and frustrating web experiences. Our UX team uses insight gained from the Research & Planning phases, together with any Persona Development research, to understand the context of content and structure it in a way that balances customer needs with your business goals.
Our key Content Architecture services:
Structuring information is a complex task, one that typically begins with a few defined site goals the architecture will deliver against. We’ll explore content objectives, channel and device requirements, document and data types, taxonomy, volume, governance, structure and ownership. It might seem overkill, but taking such an in-depth view of the content strategy helps us to craft information architecture that will work for you, from the outset and into the future.
User Profiling and UX
We think about the users in great detail during the process of devising effective information architecture. By specifically focusing on user groups, our team seeks to identify their needs, the tasks they might have to carry out to find the information they might be looking for, their current search behaviours, and the experiences they have in interacting with your brand or company. By aligning this user insight with your objectives, we can draw a structure of information that works for everyone.
Scoping and Testing
We cover walls with Post-its, use pen and paper, debate among ourselves and collaborate with you to get the desired outcome. Then we turn to digital tools. Our IA output tends to be delivered in two forms, our own Dog sitemaps that define the broad content structures and relationships, combined with a series of conventional site maps. It’s a colourful, highly stimulating process that results in a structure of information that satisfies business goals, serves relevant calls-to-action at the most appropriate times and crafts intuitive user experiences.