Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.
Good web design needs information architecture
It blows my mind how many web sites are designed and built without considering information architecture. We don't let a project get to our creative team without an information architect (IA) building a few wireframes first.
Maybe it's one part of our "secret sauce" (this is one of my favorite new sayings) but it should be a necessary part of every web design process. The IA is "the one" that ties together the strategy, business requirements, user requirements, and messaging. The IA considers a layout from the user's perspective, ensures the site is easy to use, brings the most important features to the front, and aligns the marketing goals with the web site goals. An IA is highly strategic, is intuitive, and has a strong knack for common sense. My favorite book on the subject is Steve Krug's book, "Don't Make Me Think: A Common Sense Approach to Web Usability".
At Sandstorm, everyone in the creative department has to read it as part of their onboarding process. And we've added to the developers as well so we are all speaking the same language. Information architecture for us here at Sandstorm is just a part of who we are.