Content and Information Architecture
At the highest level, information architecture is a process that defines categorization schemes that correspond directly to established site objectives, user needs, and the type of content that will be available on the site. Typically, a complete content inventory will be completed and documented in the functional specification prior to the design of the information architecture. The approach taken to define the information architecture can range from a hierarchical structure to more organic forms. Nodes within the structure are arranged by a set of organizing principles that correspond directly at the highest level to the site objectives and user needs. Different areas of the information architecture will also have different organizing principles. Language consistencies are also an essential part of the information architecture design. A system of nomenclature is necessary to create vocabulary consistencies throughout the site. Once this is determined a complete navigation design can be designed with a focus on providing the users with the most efficient path to the information. Interaction Design is when the actual product begins to take shape. This is where the basic design architecture of the product or service gets developed. It defines exact steps, identifies all the system contingencies, and addresses efficient navigation through a product or website’s content. Wireframe schematic designs as well as interaction specifications are developed. This phase also details the platform standards and user experience design standards that should be followed. This stage of development is important because it represents only how people will interact with your product. It separates out the visual layer so that the focus isn’t on whether the product looks good, but whether it does what it should do. It helps ensure you won’t get a negative response to say a button placement because a user doesn’t like a color or font style. A false negative or positive can result in faulty decision making that has deep impacts down the line. Wireframe development and interaction design also lends itself to rapid iteration and less expensive design changes before the design and development begins. Storyboards provide a quick and dirty, but very effective, way of communicating design ideas. They allow team members and other stakeholders to give more meaningful feedback. Rapid iterations of the storyboards allow the team to come to clear, actionable decisions about task flow, taxonomy, and design direction well before any of the more expensive implementation activities begin. Storyboards can be used at many different points in the development process. They can illustrate early conceptual ideas for key stakeholders and decision makers. They can show how marketing or conceptual demos will be laid out. They can also be used to explore specific product interactions and UI specifications. Storyboards serve as an inexpensive and extremely effective tool to begin multiple design and development activities. Conceptual prototyping is an important part of our iterative approach to design – getting to the bottom of the ultimate design that will resonate with the user. From low‐fidelity paper prototypes to interactive flash demonstrations, we focus on getting your product design in front of your stakeholders, partners and users at optimal inflection points. Prototypes can be used for executive presentations, internal demonstrations, as well as user experience efforts, including focus groups and user testing sessions. Empirical specializes in helping get early concepts in front of users as quickly as possible to get feedback when design changes have the least impact on a project’s budget. Visual design, as it pertains to the complete user experience design, is much more than just aesthetics. It should reinforce the structure of the information architecture, the layout of the information design, the interaction design concepts, and the desired brand identity. Decisions made during this phase will also be evaluated during user test sessions for their effectiveness. The details of the visual design are usually outlined in a style guide that defines every aspect of the visual presentation including color palettes, typography usage, component design, layout systems and branding treatments. Application of the style guide establishes the visual consistency for all sections of a project and helps to create a unified user experience. Flash demos and interactive prototypes help to convey product concepts, define product interactions, or showcase your product to stakeholders, executive decision makers and external partners. Empirical helps our clients to create compelling, visually striking flash demos for multiple platforms, audiences, and uses. We can help you analyze the effectiveness of your existing site – from global navigation elements to looking at throughput of your sales funnel and conversion rates. Empirical partners with its clients to help web design and any stage in the design and development process, from web analytics to wireframe development to user testing. We help bring three perspectives to the table for every major decision – the business/market drivers, the technical feasibility, and of course, the user experience. This differentiates us from much of our competition – allowing for a holistic approach to web design and development that addresses both the organization’s and the customer’s needs