Information architecture consultants assess and provide actionable recommendations for improving the content clarity and accessibility of digital platforms. You’re convinced of the importance of information architecture work. Your boss isn’t quite there yet.
This article addresses common concerns regarding information architecture design projects and explores 3 practical implementation techniques for teams that, for varying reasons, aren’t ready to jump on a โfullโ information architecture redesign.
Who is this article for?
This article isn’t meant to debunk the belief that information architecture โis costlyโ or takes โtoo long.โ The goal of this article is to explain phased information architecture and share practical implementation techniques for teams that, for varying reasons, aren’t ready to jump on a โfullโ information architecture redesign.
This article doesn’t cover how to run Agile sprints that include information architecture or how to plan entire information architecture redesigns. Rather, it covers how to apply Agile principles (early and continuous delivery of valuable software) into IA whenever the required investment of time, resources, social capital, and cognitive effort for a full IA redesign isn’t available.
Understanding phased information architecture
Time… and other common concerns about purchasing information architecture services
Using a proven model that incorporates interviews, audits, and testing, I guide clients through the process of improving their IA. By helping clients โdeclutterโ their platforms, I help users find exactly what they need, when they need it.
As an information architecture consultant, I’ve received feedback regarding the process of acquiring information architecture services. I’ve heard from prospective clients seeking solutions and professionals holding full-time content roles within companies.
Common considerations when procuring information architecture services include:
- Project timelines
- Budget implications
- Availability of specialized expertise
- Social capital and organizational effort required
- Cognitive effort required (Energy is limited)
An information architecture redesign usually takes about 3 months, sometimes longer. Reimagining how people discover content on a platform takes time and the involvement of multiple people from different teams.
This article isn’t meant to convince those who believe information architecture โis costlyโ or takes โtoo longโ otherwise. The goal of this article is to explain phased information architecture and share practical implementation techniques for teams that, for varying reasons, aren’t ready to jump on a โfullโ information architecture redesign.
What is phased information architecture?
In a project management context, Agile is a framework that breaks down projects into phases known as sprints.
The framework is based on the Agile Manifesto. The manifesto lists key principles like โOur highest priority is to satisfy the customer through early and continuous delivery of valuable softwareโ and values like โResponding to change over following a plan.โ
Agile is now used in different types of companies all over the world. This is impressive considering the manifesto was written by a group of 17 developers for other software developers. It’s also a testament to the value of continuous delivery.
Incorporating certain aspects of Agile methodology into information architecture can be an effective approach to realize many IA benefits while minimizing the required investment of time, money, social capital, and cognitive effort.
Let’s refer to this approach as phased information architecture.
Phased information architecture implementation techniques
This article doesn’t cover how to run Agile sprints that include information architecture or how to plan entire information architecture redesigns. Rather, it covers how to apply Agile principles (early and continuous delivery of valuable software) into IA whenever the required investment of time, resources, social capital, and cognitive effort for a full IA redesign isn’t available for whatever reason.
How can we incorporate Agileโsatisfying the customer through early and continuous delivery of valuable softwareโinto information architecture?
I’ve identified 3 main phased information architecture techniques that can be implemented when the required investment for a comprehensive IA redesign is not feasible for the time being.
Single-activity information architecture – Phased information architecture implementation techniques
A comprehensive information architecture redesign includes multiple activities like interviews, audits, and tests. Below, you can view at a glance the information architecture activities I do on client projects.
| Information architecture activity | IA activity format |
|---|---|
| Stakeholder interviews | 45-minute guided conversations in a video format. The findings summary includes stakeholder interview insights. |
| Analytics review | Dashboard and analytics data export in an Excel file or PDF. The findings summary includes key metrics and their performance. For websites, key metrics include most visited pages, common search terms, device breakdown, return users, referring sites, scroll depth. |
| User interviews | 45-minute guided conversations in a video format. The findings summary includes user interview insights. |
| IA and content audit | A step-by-step walkthrough of key user flows in Miro or Figma, what’s going well, and what could be improved. The audit includes screenshots and videos to show frustrating interactions (filtering experiences, looking at you). The findings summary includes key metrics and their performance. |
| Findings summary | A standalone PowerPoint presentation OR a dedicated section in the final report |
| New information architecture (sitemaps, content modeling) | Sitemaps โ the public-facing structure of the website, including the navigational menu and footer; shown in a hierarchical diagram in Miro or Figma. Content modeling โ the technical structure intended for internal use only, depicting the various content types and their interrelationships within the site; shown in a hierarchical diagram in Miro or Figma. |
| Content wireframes for key pages | Mockups for key pages/flows in Miro or Google Docs, showcasing content elements in a hierarchy, the rationale for each, and sample copy |
| Content testing plan and findings | Content testing plan – A Google Doc outlining research goals, hypotheses, participant recruitment, and costs. Content testing findings – User insights and recordings are stored in the user research platform (e.g. UserFeel). I create a copy for my own use and share an overview of findings with any Personally Identifiable Information (PII) removed in a presentation format, generally as part of the final report. |
| Final report | A buttoned-up report in a presentation format (PowerPoint/PDF). My latest report was 75 pages, but I also provide more condensed versions of my usual reports based on the client’s budget and timeline. |
Instead of doing all of these steps, which require an investment of time, financial resources, social capital, and cognitive effort from multiple team members, you can choose to focus on a single activity.
โ Great for companies seeking to refine their vision and strategic roadmap, answer a specific question, or obtain an objective evaluation of their current situation
ใจUnsuitable for companies facing โconsultant congestionโ – a mashup of recommendations and deliverables from different service providers that are preventing the company from moving forward (insight inertia). Another information architecture activity won’t help the sense of overcrowding and stagnation that happens when too many service providers have been brought in without clear integration or action plan.
Single-touchpoint information architecture – Phased information architecture implementation techniques
A comprehensive information architecture redesign considers multiple touchpoints: website, chatbot, client portal, support site, mobile app.
Digital touchpoints should function together as part of an interconnected ecosystem. Helping establish consistency across different touchpoints positively influences user experience and overall client satisfaction.
While conducting a comprehensive IA redesign across all touchpoints may not be feasible given current resource constraints, focusing on redesigning a specific page or user flow is likely doable and can yield meaningful improvements.
โ Great for aligned, data-driven organizations that have pinpointed high-visibility, complex touchpoints with a significant impact on revenue, where targeted optimizations can vastly improve user experience and business performance
โ Great for time-sensitive launches
ใจUnsuitable for companies lacking alignment and buy-in. Without clear goals and stakeholder commitment, the redesigned page(s) will be scrutinized to no end and won’t reach production (actual users).
My article about the $200 million word includes tips on how to identify the most impactful touchpoints of your product.
Products and productized services – Phased information architecture implementation techniques
Instead of purchasing 1:1 information architecture consulting services, products are a solid approach to phased IA that can also yield meaningful improvements without requiring as much time or money.
A productized service refers to a standardized offering with a clearly defined scope. The price of a productized service is publicly available online.
Information architecture products include books, webinars, and courses. Productized services include subscriptions, navigation audits, usability reports, and content analysis.
โ Great for self-learners and meeting-conscious teams seeking to minimize the number and frequency of meetings while maintaining effective collaboration
โ Ideal for budget-conscious teams seeking tactical takeaways and an introductory overview of information architecture
ใจUnsuitable for companies uncomfortable with a narrowly defined scope and limited client management responsibilities
Is this โenoughโ IA?
Now, is this โenoughโ information architecture? Determining whether purchasing an IA book, a redesign of a touchpoint, or a single activity is sufficient and appropriate for your company depends on the:
- current stage of your product development
- quality of the user experience you provide
- specific resource constraints you’re facing
- definition of success you have for the project
These were the 3 main phased information architecture techniques I’ve identified that can be implemented when the required investment for a comprehensive IA redesign is not feasible.
Key takeaways
- Phased information architecture can be an effective approach to realize many IA benefits while minimizing the required investment of time, money, social capital, and cognitive effort.
- Phased information architecture techniques include single-activity information architecture, single-touchpoint information architecture, and products and productized services.
- Single-activity information architectureย
โ Great for companies seeking to refine their roadmap, answer a specific question, or obtain an evaluation of their current situation
ใจUnsuitable for companies facing โconsultant congestionโ and insight inertia - Single-touchpoint information architecture
โ Great for aligned, data-driven organizations that have pinpointed touchpoints with a significant impact on revenue
โ Great for time-sensitive launches
ใจUnsuitable for companies lacking alignment and buy-in - Products and productized services
โ Great for self-learners and meeting-conscious teams seeking to minimize the number and frequency of meetings while maintaining effective collaboration
โ Ideal for budget-conscious teams seeking tactical takeaways and an introductory overview of information architecture
ใจUnsuitable for companies uncomfortable with a narrowly defined scope and limited client management responsibilities
- Single-activity information architectureย
- Determining whether this is โenoughโ IA for your company depends on the current stage of your product development, the quality of the user experience you provide, the specific resource constraints youโre facing, and your definition of success.
