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Information Architecture

In: Digital Marketing

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  • Klaus Solberg Söilen

    (Halmstad University)

Abstract

This chapter explores the concept of information architecture (IA), which focuses on organizing and structuring content in digital spaces to facilitate easy navigation and understanding. IA is compared to traditional architecture, where information architects design and plan websites, organizing their content. Key components of IA include organization systems, labeling systems, navigation systems, search systems, and interaction design, all contributing to a user-friendly digital environment. The chapter emphasizes the importance of taxonomy, categorization, metadata, and consistent naming conventions in creating effective IA. It also highlights the role of menus, links, breadcrumb trails, search bars, filters, and advanced search options in enhancing user navigation and content discoverability. Principles of IA, such as user-centered design, consistency, findability, and accessibility, are discussed to ensure that websites meet user needs and expectations. Additionally, the chapter covers tools and techniques like card sorting, wireframing, and user testing to validate and refine IA. By focusing on these elements, managers can create intuitive and engaging digital environments that enhance user experience and satisfaction.

Suggested Citation

  • Klaus Solberg Söilen, 2024. "Information Architecture," Springer Texts in Business and Economics, in: Digital Marketing, chapter 11, pages 129-140, Springer.
    • Handle: RePEc:spr:sptchp:978-3-031-69518-6_11
    DOI: 10.1007/978-3-031-69518-6_11
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