Structure and navigation must support each other and integrate with search and across subsites. Complexity, inconsistency, hidden options, and clumsy UI mechanics prevent users from finding what they need.

Information architecture is the process of categorizing and organizing information to create structure and meaning. Understanding the bigger picture enables us to get a much clearer perception of the value that good information architecture delivers to help our information-overloaded lives.

One self-experiment we all should try once: To understand this website based on its images.

We live in a supercharged attention economy - the internet is a buffet. Keep in mind when we create and how we consume content! What kind of information do we give to our audiences? Junk, or healthy stuff?

Traditional, mass marketing branding still good for low information type customers. If they’re high information customers, you need to give them the facts and be useful because that’s what they want.