Information Architecture

At the intersection of content, context, and users lies the science of Information Architecture. This defines the blueprint for your site, and how your users will experience your brand.

Determining the Information Architecture of a new site is the initial phase of our design sequence, which involves two very important processes: wireframing and taxonomy. Together, they must strike an optimal balance, as the final solution must be visually appealing and intuitive, but it must also contain the appropriate text that your customers are looking for online.


We use the wireframing process to help us define the functionality of the site and understand the needs of our clients, in order to come up with an optimal solution. Although the amount of detail we will provide in our wireframes will depend on the needs of our clients, we prefer for our wireframe deliverables to be highly detailed. Our objective is to make the wireframes as close to the structure of the finished design as possible because a good wireframe lends itself to a very accurate design, which is the reason why our clients don’t need to go through ten revisions. We typically see a maximum of three revisions, if that.

During this process, we like to keep our clients very involved, and there will be lots of communication. In addition to valuing our clients opinions and desires in designing their site, this also enables the design process to be very efficient. If a client has objections or something different in mind, it is best to hear such thoughts before wireframes and style guides are merged for a final design.


During this process, our SEO and user experience experts work with our clients to determine the best wording used for the hierarchy of their site, how it will be structured. It may seem logical and straightforward, but choosing how your information is organized into categorizations and which words you use is critical to the success of your site.

We work with our clients to develop the best understanding of what their customers are looking for and cross-reference that with what we know will be best absorbed by the major search engines - particularly Google.