Information Architecture is a key aspect in creating a digital app or website of high quality.
This is why we insist on nailing layout and wireframes, the “blueprint” for your experience. It is crucial to draw users into your experience by deciding what information should be placed on which page and how to make a navigation structure that makes sense for your users.
When approaching IA, there are many things you should consider. It is crucial to create a compelling experience that makes users want more. This includes all aspects of UX including content, motion and interactivity.
One of the greatest benefits of IA is its efficiency and usability. Users will be more likely to stay on your page if they can find their way around the site and get to their goals easily.
This goal can be achieved by putting related information on one page. Not only does it make navigation easier, but it also reduces the time that users spend switching between pages.
Sometimes, all you need to show the importance of UX is math.
We believe that having more information on one page is better than creating pages with similar information. Scrolling to one page is faster than clicking to another page, and using horizontal or vertical real estate efficiently can draw people into your experience.
This makes sense also from a time perspective. A typical web page takes 6 seconds to load and it can take up to 4-5 clicks for users to get into the navigation of a site that is very deep. It could take up to 30 seconds for users to find the information they need. This is not including the extra time required to scan the page and find the information they are looking for. This is problematic because the average human attention span is less than 8 seconds .
It takes significantly less time to load one page, which is possible with flat navigation. The user can scroll through one page of content in 12-18 seconds, without any delay.
Below is a list of bullet points that we have used to consolidate similar information onto one engaging page.
Market leader Journey is an example of how we use these strategies.
We were able focus our efforts on keeping users on one page by using the strategies discussed. This allowed us to reduce clicks, decrease wait time and increase usability.
Storytelling is an important aspect of IA, but it’s also crucial for users to be able to use your site to achieve their goals. Is it useful to have multiple pages? It’s worth looking into if stakeholder and user feedback indicates that it does. However, multiple pages and the transitions needed to get there can slow down your UX. It’s worth considering.
If additional pages are not necessary, we recommend consolidating them to improve usability and engagement.