Information Architecture

What is an information architect?
I would compare an information architect (IA) to Napoleon. Now hear me out a moment before you tell me to put a sock in it. They are both master strategists who spend the majority of their time analysing the opposition and gaining information. Information is power…the IA and Napoleon both realised this and therefore spent the majority of their time gathering as much info as possible. The key from here is to understand how this information can be used to defeat the enemy to create conversions on your website, in the form of a strategy. A good strategy will win the war or make your website a success!

I was wet behind the ears
Strategy…how’s’ that related to design I would’ve said as a wet behind the ears young buck designer. I used to think information architecture was as simple as arranging bits of content on the page in the most effective way.

But this is just the final stage of an information architects process which is comprised of 3 strategical steps:

1. Researching and compiling data .
2. Analysing this data and understanding the best way to use it. This is where you form your strategy based on your findings.
3. Developing the structure: Yes this is the layout part…the final piece of the jigsaw.

An information Architect…isn’t that just a fancy name for someone who arranges content?
An information Architect creates structures to facilitate effective communication. I think what differentiates an information architect from a web designer is the amount of research they put in and how they use this data to organise and label a website. From my research (very limited compared to the IA) I think the key for an IA is to adopt a holistic approach. To consider how each and every component works in relation to everything around it!  In reference to my last post (Context is King) the ability to contextualise is the key…to get a real grasp and understanding of the whole project is the imperative for the IA.

The role of the Information Architect is very close to each of the listed disciplines:

• Project Management
• User Experience guru
• Graphic Designer
• Front end developer

Is your job title accurate?
Looking into what an information architect was really made me consider my own job title of creative web designer; am I just a creative web designer? Or am I also a Graphic Designer / Illustrator / User Experience Specialist/ Copywriter / Typographer / Psychologist / Counsellor?

When I first started out in the world of design I thought the graphical look of the design was everything; I would invariably  rubbish design which lacked the so called WOW factor (Clients may be familiar with this terminology!). I used to scream that these designs lacked impact; they needed to become more alive when in fact they were beautiful designs and I was blinkered to the extent where I couldn’t see beyond the aesthetics. I soon came to realise the visual is often the final piece of the jigsaw rather than the whole jigsaw itself.  It was tantamount to Napoleon going to war on his enemy with untrained, malnourished and impatient soldiers…a recipe for disaster.

So preparation is the key for the IA and in trying to define one I’ve listed the key traits here.

Key Traits of an information architect:

• Analysis
• Research
• Strategy
• Tactics
• Relationships

The final word
So the next time you begin your design, question how well prepared you are? What is your strategy? And finally are you going to win the war against bad web design?

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