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Information Architecture

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Digital Marketing - Study Notes:

What is information architecture?

Another of the key ways in which we establish trust with the user is in how we enable them to navigate through our website. You’ll know of course that this is a process of clicking links, images, and other interactive elements to work towards particular content we want to get to.

In the physical world, traffic signs are primarily designed and placed for people who may know where they want to get to, but not necessarily how to do it. They may be sure of their destination, but unsure of the route.

Designing websites is very similar in that we should not assume that users either will know how to get the content or will persevere until they find it.

How to create it

The structuring of information to enable people to navigate through it is called information architecture and it is a core discipline of user experience work.

Information architecture involves being able to group content into meaningful categories, logical sections with associated labels which adequately communicate the content that sits behind them. This type of work can be a mammoth task, but thankfully there are exercises that can contribute to the process and give designers insight on the way forward directly from users themselves.

These exercises are:

  • Card sorting
  • Tree testing
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Rick Monro

Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: UX Essentials

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    UX Design
    Rick Monro
    Skills Expert

    The UX Design module will cover in depth the differences between interactive and presentational communication, illustrating how the priority of the marketer shifts from getting attention in a presentational environment, to giving attention in an interactive environment. You will understand how a user-focused approach to design impacts content planning, information architecture, customer-journey planning, prototyping, testing and validation, progressive-disclosure and other powerful approaches to the display and interactivity of content.