Content analysis and information architecture: trying to make sense of what you want to say and how people can find it. A core part of User Experience Design (UXD).


Human hands touching and pointing at statistics. Photo by UX Indonesia on Unsplash

You might think you know what you want to say—but is it what your desired audience wants to hear?

Detailed review of your content is essential: optimising it for your audiences and the search engines. Not only do we look at the structure of your information, we also make sure your message - the rhetoric - is not lost. 

Not only are we able to help with data modelling and optimisation, we can also organise your content for the semantic web to make your valuable information more accessible: taking an architectural approach to information.

And there's the issue of serving your content to a variety of platforms: for example, do you need different, adaptive approaches for mobile and desktop? Or is a flexible, responsive design for multiple devices better?

Our Approach

We gain a good understanding of your audience, your market sector and your business (or organisation) itself. Then we do the hard work of analysis, so that we can group information, describe it, and find ways for your audiences to find it. Sometimes we start from the bottom and work up; sometimes from the top down. We always review and iterate as required.

Every project is truly unique.

Common Tools and Methods

  • Content audits.
  • Card sorting exercises.
  • Wireframes.
  • Sitemaps.
  • Journey Maps.
  • User profiling and personas.
  • Modelling entities, states, relationships and users.
  • Data normalisation.
  • Common sense.

What is Information Architecture?

Information Architecture (IA) is the application of  design and architecture concepts in order to shape information products and experiences, supporting usability and findability. The 'architecture' term has been adopted due to the fundamental impact that this has on the structural design of an information system (such as a website).

Compare IA to organising the shelves, sections, signage, labelling and aisles of a supermarket. A lot of thought goes into getting more goods into your trolley and money out of your wallet. Supermarkets also make sure that the whole 'User Experience' is one that you'd want to repeat. You should apply the same principles to your website.