Website Redesigns - IA vs. Functions
Your site should be your best employee. It should be the most knowledgeable, most polite, friendliest, and most useful member of your team. It should have the best grasp of language and the ability to clearly explain who it is and why it’s there to help you. It should especially have good people skills.
I want to point out that the majority of these objectives are accomplished by design-dependent decisions, and less so functionally dependent pieces. Which leads me to the core of this message; reviewing a company site for effectiveness against the described objectives is very important, and it’s not an uncommon decision that a site redesign is required to address a few shortcomings.
While this sounds simple and straight forward. It is unfortunately common that the reasons that drove the decision aren’t carried down to the planning of the redesign. It bears mentioning how many times drivers such as “It’s unprofessional, it’s hard to navigate, not intuitive, hard for first-time visitors to get sense of how to do things through the site” is brought to a redesign team and they say… “Great! We’ll scope a project with A, B, and C bells, and X, Y and Z whistles – a store locator, website content management, calculators for service fees and taxes –all functional pieces, and of course we’ll do some polishing up of the site and re-branding while we’re putting all these up”…
Yeah No, not so great. Concentrating on functional widgets that will be slapped into a website where the information architecture (IA) and usability are treated as third-class deliverables will most often perpetuate the original problems; it may continue to be hard to navigate, it may still be less than intuitive for first-time visitors, and if these issues remain true then it is definitely still unprofessional. “Hold on” you say, “Just because we’re adding function doesn’t mean we’re not looking at IA”. This may be true – and it depends on the people you’re depending on to handle the redesign. IA is less specifically mentioned by a redesign team when a) it is so in grained that it is a given or b) its actually not specifically recognized as a deliverable. In case of the first team, you would see a lot of discussion on user goals and profiling, intended calls to action, existing business structure. In the case of the second, you’ll see a list of features – mostly functional. Watch out for ‘b’, avoid.
Why should this be a concern? Because both pieces (building widgets and addressing IA/branding design) as deliverables represent– okay, should represent – comparable costs. A redesign that considers design as a byproduct of functional additions is well on its way to failure. This approach implies that the information on the sight prior to the redesign is invalid, useless. But somehow, the additions of the widgets will some how make the invalid information already there somehow valid again.
In the arena of IA vs. Functionality, Comment Roundup includes a description of information architecture in 10 words or less:
IA is Skeleton, Muscle, Bone
Design is Skin, Face, Hairstyle
Development is Nervous System, Brain
The first step is to stop counting function points as a metric for the effectiveness of a website redesign proposal. Clients looking for this work need to acknowledge, understand, and act on this truth.
A better-proven approach is looking at the current limitations of the site from the criteria set at the top of this post, and address what you need to do for clients to perceive your site (and therefore your service) as professional and trustworthy. If you’re going to call it a redesign, then make design a true deliverable. This does not preclude the need for new functional features, but it does require that every functional piece is built to support the goals of the site structure and not stand as self-contained goals themselves.

