| Background & Philosophy

Some of the larger projects I’ve been responsible for have required diving into various layers of complex business information and structuring it for the Web. I see User Interface (UI) design and Information Architecture (IA) as exercises in balancing complex business information data sets with the end-user’s behavioral tendencies to navigate that information so that both the end user and the content owner profit from the experience.

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Getting this balancing act right can be challenging. For the more complex Web projects (or even mobile apps for that matter), the process of identifying the best architecture can be exhausted through series of wire-framing exercises. These exercises force content owners to commit to certain user experience paths while also offering a glimpse into the final project’s layout. In addition, case studies with the intended audience groups help validate good user interface and architecture while simultaneously suggesting areas that could benefit from additional investigation.

Without a doubt a successful information architecture and user interface can result in effectively driving your online users to the desired business goals. Not to mention, a sound architecture can lead to better organic search engine rankings, a platform for developing granular-driven marketing campaigns, a better overall end-user experience and increased revenues.