Tips to better IA testing

Approaches for using Optimal Workshop to improve IA.

Information Architecture is the Foundation of your Digital Experience.

While IA isn’t as clearly visible as the user interface of your content and commerce platform, it is the basis on which your website is organized, created and presented to your customers.


Creating and testing hypotheses around your architecture are critical steps in ensuring that your investment is resting on solid assumptions around how your users search and access your content. Great IA reduces friction in the user experience, which in turn can lead to more revenue.

This POV explores three methods used by SMITH to ensure that projects are based on how users actually explore content, rather than how we assume they might.

Get in touch with SMITH’s IA team to learn how you can optimize your digital experience with the help of real users by emailing us here.