Recently we've had the pleasure of working on Information Architecture and Usability for both Standard TV & Appliance and McMenamins. Both had unique challenges, user and content needs and it caused us to take a deep look at the underlying foundation of the sites and our own best practices for IA and usability. So stay tuned as we release both sites in the coming months and read for more on what has been on my mind in the IA world.
More and more I hear whispers about the demise of the homepage, that what users really want is instant access to desired content. Seth Godin recently stated that what companies need are a "hundred or a thousand" homepages that talk directly to customers. While I agree with the spirit of his comment, my experience tells me a big part of the problem is inadequate usability and poor information architecture.
Take a stroll around the Internet
Face it; a lot of the sites out there are riddled with holes, broken URLs and outdated content. While there are shining examples of great usability (Google, Apple, Ted.com, Facebook, etc.), most just don't stack up.
The key to great usability is to listen to your client and their customers (those using the site). Real interactivity starts when you build a site that grows and changes with the end user. It's nice to create a pretty page that wins awards, but it is when customers are interacting with your site - browsing content, engaging with a social network or buying your products and services that it really matters.
Start by optimizing the user experience. Usability means that the site is easy to navigate and the information is accessible. It also means you include some of the basics, like FAQs, who you are, what you do, contact information, and up-to-date content and promotions. Make the user's life easy by pre-filling data fields whenever and wherever possible. Also, give users the option to print, email, Digg, etc. important content on the site, the more roads to accessing and sharing content the better and more personalized the experience you provide.
Encourage human-computer interactions
It's amazing how many online locations will push consumers through pages of unneeded content to buy something or simply browse content. In the offline world, only an inexperienced retailer will make a customer do a song and dance before buying something at a physical location. In other words, don't make it hard for users to find information or make a purchase.
Build solid information architecture
Consider your local library. It likely has several databases for all the books and materials available on its shelves. Those systems work together to provide you the user with a seamless experience to find the information and resources which are appropriate and pertinent to user's needs. The same should be said for a well designed and built website. From the database and navigation to all the content, proper information architecture is easy to spot. When you go to a site that seems completely intuitive, you've found a site that was built from the ground up with solid information architecture in mind. Know your customers and what they want. In return, they'll give you what you want. Tools like AJAX, bread crumb navigation and well-built content searches can improve the overall customer experience. A user's direct experience with your website will be a reflection of their overall perception of your brand.
Most businesses are looking to improve their sites and see them work harder, especially the reality of a slowing economy. It's understandable. But keep this in mind: even if you're adding a beautifully designed new bedroom to an older house, the room won't come out quite right if the foundation is cracked and falling apart. You'll just end up tearing the whole house down and rebuilding it later. And you'll have spent a lot of extra money on an ill-fitting bedroom.
