Information Architecture for the World Wide Web: Designing Large-Scale Web Sites

What we'll cover:

The dangers of an oversimplified view of how we find information

How our information needs vary

How our information-seeking behaviors vary

How and why to learn more about determining users' information needs and information-seeking behaviors

In the last two chapters, we've defined information architecture and placed it within the broader context of where, when, and by whom it's practiced. But before we jump into the actual "stuff" of information architecturethe components that make up an architecture, the methodologies that drive its design, and so onlet's first take a look at users. Information architecture is not restricted to taxonomies, search engines, and the other things that help users find information on a site. Information architecture starts with users and the reason they come to a site in the first place: they have an information need.

This is a truism, but there's more to it than meets the eye. Information needs can vary widely, and each type of information need causes users to exhibit specific information-seeking behaviors. Information architects need to understand those needs and behaviors, and their designs should correspond accordingly. There is no goal more important to designing information architecture than to satisfy users' needs.

For example, if your site is a staff directory, looking up a staff member's phone number is probably a very common information need among your site's users; in fact, this type of need may describe most of your users' finding sessions. When confronted by such a need, users will likely perform a search, and you'd be wise to make sure your information architecture supports searching by name. On the other hand, if your site helps non-savvy investors learn about and select mutual funds for investment, your users may satisfy this need through some other means. They might really benefit from a site wizard that leads them through a tutorial, or they may wish to wander by browsing through categories.

Seeking something you know is there, like your colleague's phone number, is quite a different information need than learning about a topic, like small-cap mutual funds, and your site's information architecture should be designed with those differences in mind. These needs are examples of information-seeking behaviors and, not surprisingly, searching for something you know is a very different behavior than browsing for the unknown. Distinguishing between these needs and behaviors and determining which are your users' highest priorities is an extremely valuable pursuitit helps you determine where to invest your efforts, resources, time, and money as you design your architecture.