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The skills that need to be applied to increase the findability of information on the web also apply to designing a good product manual or to designing airport signage. In fact a whole range of skills are involved but the process must surely start by planning information around customer goals.
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“All web users are time pressured and if they can’t quickly identify information that is relevant to their needs, they will click away.”
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Information architecture
Planning the structure of a website is called information architecture or IA.
It requires the architect to put themselves in the position of the various target audiences to consider what are the key pieces of information they need to know in order to meet their goals.
As few clicks as possible
Having identified and prioritised the information requirements, the IA must plan the optimum website architecture – ie: how the hierarchy of web pages links together – so that each audience can find what they are looking for in as few clicks as possible.
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