Tag: Information Architecture
The Content Strategy Spectrum
Content strategy is a little compound noun that causes big-time confusion. Like many things this century, the fields of technology and marketing continue to entangle themselves. Content Marketing Institute outlines two types of content strategists. The author describes “front-end” content strategists—those more focused on marketing goals, the customer facing experience and content messaging. And then […]
Tools We Use: OptimalWorkshop (OptimalSort & Treejack)
I was already a huge fan of OptimalWorkshop (OW) before Andrew Mayfield, the CEO, was kind enough to respond to me on Twitter. (Humble Brag! But seriously, you should watch that video) The New Zealand-based company is a provider of web-based User Experience testing applications. Many companies are guilty of being bad at the very […]
Information Architecture Requires Research, Data & Empathy
It’s easy to overlook things that are critically important until they start failing. Just like we don’t notice the structure of a house until it’s in question (“Hmm, should I be walking on this?”), a site’s information architecture typically goes unnoticed until it fails at its job (“Why can’t I find what I need?!”). But information architecture is critical: it's the manifestation of a brand’s focus on people, not just themselves, by seamlessly connecting users to the content they need.