"Structure your site or lose 83% of your users."

Information Architecture & Navigation Design

A recent survey found that more than 83% of users will abandon a website if they feel that it takes too long to find what they're looking for.

Information architecture and navigation design is Etre's bread and butter. Let us create an intelligent framework that will allow users to move through your site quickly, easily and effectively.

What We Do


We'll work with you to understand business objectives, common user tasks, and technical constraints. This keeps us focused on the functionality that is most valuable, and allows us to make recommendations that can be implemented.

Content & User Analysis

We'll perform a content audit to find out what types of information exist and how they are related. Then we'll conduct user research to identify what users want and how they expect to get it.

Information & Navigation Design

We'll correlate patterns in the content and user analysis to structure information in a way that is meaningful to people. We'll capture this new "information architecture" in a series of diagrams that specify every step of the user experience. For example, we'll use sitemaps to describe the organisation of content and task flow diagrams to describe the site's functionality. Functional designs will detail how users should interact with the pages and how errors will be handled, while page schematics provide bare-bones depictions of the components on each page and how they fit together.

Nomenclature Design

Users won't be able to find their way around your site if they can't understand the labels, descriptions and terminology you use. We'll survey users and learn how to speak their language. We'll capture this in a style guide (or controlled vocabulary) that you can use throughout your business to ensure consistent communication.

Metadata Design (Optional)

We can develop a framework for describing your content in detail. We'll create schemes that allow you to easily link related items in your site. We can also make your search smarter. By connecting your search engine to a thesaurus, even the most unusual queries can be mapped to relevant content.

Ongoing User Testing

Throughout the entire process we'll be testing our design to ensure that it meets objectives. We'll use different techniques to address different aspects of the design. For example, we'll test prototypes to see whether navigation is efficient, card sorting to test whether content groupings are logical, and surveys to test whether labels are intuitive.

Implementation (Optional)

We can work with you to migrate content to your content management system. We can also design content management workflow and publishing forms.

How Long it Takes

A full-scale information architecture design takes 1-3 months, depending upon the size and complexity of your website. But if you're pushed for time, we can turn things around faster by adjusting scope to fit your time constraints.

Frequently Asked Questions

How do I know if my information architecture is bad?

Do you often find that you don't know where to put new information? Adding a few pages should not require you to rethink the whole structure of your site. One trait of a robust information architecture is its ability to adapt and change.

I already have a great IA - you can get anywhere in two clicks.

The most important sign of quality is not how many steps it takes to complete a process, but whether each step made sense to users and whether it followed naturally from the previous step. Users will always favour a clearly defined seven-step process over a confusingly compressed three-step alternative.

Interested? Contact Us

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