BSA Website Redevelopment Information Architecture.

BSA Website RedevelopmentInformation Architecture

Knowing your audiences• Who are your target

audiences?• What are their needs and

wants?• How do they use the Web?• What are their concerns or

difficulties?

Knowing your audiences

users are becoming more Web savvy and their expectations are rising accordingly –

video, audio, animation…

users vary in their comfort level using the Web –

from fearful to fearless

C:\Documents and Settings\All Users\Documents\Workshops and presentations\Car ad with a surprise.mpg


never underestimate how impatient users are

users differ in their reasons for visiting websites

users differ in the frequency of their Web browsing and when they do it


Users differ in the way they perceive and process information

users have different computer setups

assume users want to spend as little time as possible on your website

Rule 1

Keep the design simple and uncluttered.

Making it easy for usersTen website usability principles to embrace

44% clutter

54% clutter33% clutter

Rule 2Use headings and words your target audience will understand.

don’t make them have to think


Rule 3

Make text legible and easy on the eye.


Rule 4

Ensure users can find information fast.

Make navigation:

• intuitive

• obvious

• persistent

• consistent

Where’s the other black 3?


Rule 5

Make sure important features are easy to see and use.


63% clutter

Rule 6

Always let users know where they are in the site.


Rule 7

Make sure interactive features are easy to use.


C:\Documents and Settings\All Users\Documents\_United Focus on Toshiba\Workshops\Canberra Workshops February 2006\Promoting government info and services online\abc change of location interactive.avi

Rule 8

Make your site accessible to everyone.


• Use the clearest and simplest language appropriate for the content.

• Strive for clear and accurate headings and link descriptions.

• Review every heading, outline and menu to see if the crucial words mean exactly what is intended. Use more common words if they would convey the same meaning.

Rule 9

Be consistent.

navigation design hierarchy


Rule 10

If nothing else, in everything you do online, put yourself in the shoes of the user.


Rule 11 ??

You can break any of the rules if you are sure you understand the rule and you have a good reason for breaking it.


Organising the contents

Information ArchitectureHow information is

divided into categories and sections.

Users’ Needs1. Personal characteristics of the users –

gender, experience with the Web, language2. Connection speed and location3. Their expectations re your organisation4. Their patterns of visitation – daily >> yearly

Conventions & RulesInternal:1. Organisational branding

guidelines2. The organisation’s IT

architecture and info management systems

3. How the contents to be updated.4. How easy it is to change the IA

External:1. National and international

standards and best practice.2. Requirements to comply with

industry or govt standards3. Trends & conventions in IA

Business Needs1. The aim of the website –2. how it complements the

organisation’s business plan 3. The business/sector the

organisation is in4. The key performance indicators for

the website5. How it is meant to integrate /

complement the marketing plan6. How it is to assist with customer

relationship management

Content Characteristics1. Nature of the content – text, video2. Scope and depth of content3. How dynamic the information is4. Instructional intention – general awareness >> expert

training5. Style, tone and personality of the contents and website

Copyright 2005, United Focus Pty Ltd

Sample sites

Sample sites

Organising the contents

Information ArchitectureHow information is

divided into categories and sections.

Users’ Needs1. Personal characteristics of the users –

gender, experience with the Web, language2. Connection speed and location3. Their expectations re your organisation4. Their patterns of visitation – daily >> yearly

Conventions & RulesInternal:1. Organisational branding

guidelines2. The organisation’s IT

architecture and info management systems

3. How the contents to be updated.4. How easy it is to change the IA

External:1. National and international

standards and best practice.2. Requirements to comply with

industry or govt standards3. Trends & conventions in IA

Business Needs1. The aim of the website –2. how it complements the

organisation’s business plan 3. The business/sector the

organisation is in4. The key performance indicators for

the website5. How it is meant to integrate /

complement the marketing plan6. How it is to assist with customer

relationship management

Content Characteristics1. Nature of the content – text, video2. Scope and depth of content3. How dynamic the information is4. Instructional intention – general awareness >> expert

training5. Style, tone and personality of the contents and website

Copyright 2005, United Focus Pty Ltd

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