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The role of information architecture in web site planning (section 3)

Authors: Moreville, P. & Rosenfeld, S. 1998

Abstract: This research is taken from the book Information Architecture for the World Wide Web. This section investigates the site planning process within a series of proposed planning frameworks.

Contents: Section 1 - Role of information architecture. Section 2 - Key issues in site planning. Section 3 - the site planning process.

Chapter 7 - research

Research is the crucial first step in construction or renovation of any large site (p131). Questions which need to be asked include:
What are the short and long-term goals?
What can you afford?
Who are the intended audiences?
Why will people come to your site?
What types of tasks should users be able to perform?
What types of content should and should not be part of the site?

This suggests a planning process driven by goals - concurrent with views from Fleming and Nielsen. However it goes a bit further in suggesting there is a required balance between user goals and corporate goals in the planning process.

Site critiques are a great way to learn preferences while at the same time subtlety educating. Use the critique as an opportunity to explain and illustrate your ideas about what makes a web site good. (p134). This exercise gets key players to think about organisation schemes, labeling and architecture.

Following this, probe for goals not currently included by key players - these may include sales and marketing, customer support, provision of new services. Use this to explore the full range of possibilities. (p137).

Measuring success: a worksheet on goals and measurement opportunities allow key players to think about issues relative to funding, operational difficulty and success - including discussion on what constitutes a successful site.(p138)

Intended audiences: thought about who are the most important audiences, and differences between them, should be discussed. Importantly, are the needs of some audiences different to others? (p140)

Content and function requirements: typically this may involve several iterations. May include identifying content in existing web sites. The greatest time-sink in web and intranet design projects involves identification and collection of content - meaning the client, not the designer, becomes the bottleneck (p142). Asking for wish lists from all players who have a stake in the site is an effective way to start defining content. This can be combined and then ranked for priority. Content collection - using a content inventory form - can then be started.

Grouping content: using a set of cards each containing one set of content, group content into chunks and record the results. (p146)

This section begs the questions of how functionality is handled along with content in the research phase?

Chapter 8 - conceptual design

Whiteboards can provide great help in collaborative design and brainstorming - primarily because of the ability to create a transient and iterative cycle that moves towards group consensus. (p150)

Metaphor exploration: Metaphors create a method of teaching users quickly by mapping the familiar on to the new. Three types can be applied to web site design. Organisational metaphors - drawing from the organisation to illustrate the site. Functional metaphors - make a connection between tasks you perform in a traditional environment, and those in a new. Visual metaphors - use familiar graphic icons, images and colours to create associations. You should ensure that any real use of a metaphor is empowering, not limiting. Also be aware that people tend to fall in love with their own metaphors and can become attached to them. (p150). Interesting that so many sites use metaphors despite the inherent communication difficulties. It could be assumed that the principles of Nielsen on defacto standards will apply to metaphor use on the web.

Scenarios: a great tool for helping people understand how a user will navigate and experience the site. (p152). Try to create several - selecting the 3 or 4 main user groups - then give them a name, profession and reason for visiting. Consider a user's need for both search mode and browse mode.

Throughout this section there is little mention of working with the graphic designer - in fact the section suggests that all the architectural planning concept design be done and packaged, before being presented to the graphic designer to decide upon layout and type. It suggests that the design team has already begun work on creating a graphic identity, while the technical team has assessed the information technology infrastructure.

Architectural blueprints: a high level overview of the site, page components or application function, and groups of related pages. Page mockups: text-based overview of pages, function and content. Design sketches: the first attempt at the interface design pooling the collective knowledge of graphics and information technology. The notes give an idea of page hierarchy, technology use and architecture. (p159).

The final go-ahead would be sought somewhere in the above stage - allowing procession to detailed blueprints as discussed below.

Chapter 9 - production and operations

Detailed blueprints: the information plans enabling the site to be built. (p162). Typically contain page details, structure, global and local navigation. Pages often labeled and numbered - such as 2.2.1 to indicate hierarchy and groupings.

Content mapping: where the top-down strategy meets the bottom-up content plans. Content chunking - or separating the content from containers - allows better transportability. Often the idea of assigning unique identification codes to content is sensible. The process should result in the creation of an inventory of all pages to be created. (p166).

Architecture style guide: a document that explains how the site is organised, why it is organised that way, and how the architecture should be extended as the site grows. (p169). It should also list site goals, audiences, assumptions made and description of content policy.

Learning from users: after launch, users can provide important site feedback. Examples include focus groups - who can give feedback on the site but are often misused to test usability of the site, individual user testing - where users are given tasks and asked to think out loud as they go through, question and suggestion area on the site for users (ie a no-dead ends policy where users can ask questions if they can't find what they're looking for), and usage tracking.

Chapter 10 - info architecture

A case study into Henry Ford Health System' site (p176) showed that it would be better to accept the reality that sites grow organically and create a strong umbrella over the sub sites. Discussion of the 80/20 rule - being able to help 80% of site users is a fair guide.