milestone 1: define the problem

The IA process covers three milestones illustrated in this simple diagram:



Define the problem

When presented with a project, whether it is a redesign or starting from a blank slate, there is always a problem that triggered the need for the website. These are the most common problems a client brings to the table:

• Bringing about brand awareness to a larger global scale, but not excluding local or regional reach, which may already be taken care of by print and broadcast media
• Instigating user communities and user interaction, to assure brand loyalty and user retention
• Marketing the brand, products, and services to the target audience with the desire result of increasing sales, leads and customer patronage
• Maintaining a platform that is easily updatable in terms of information and multi-media to ensure dynamic content

After we have received the brief from the client, we need to dissect the problem in more detail with relation to the context, message and audience. At this stage we study the brief and ask questions.

Context

• Who is the client?
• What are the business needs and site objectives?
• What services do they offer?
• What are the organization’s desired results and goals?
• Do they have the resources to maintain the website?
• In what social or cultural environment will the website live?
• How will users access or reach this information?
• What are the connectivity and technical restrictions?

Message

• What is the nature of the content?
• What is the source of knowledge? Where will the information come from?
• How is the information organized and structured?
• What is the scope or purpose? Is it for general public consumption or a specific user group?
• What is the complexity of the message? Is it a simple cooking recipe or a case study on Internet Strategy?
• In what format, type of media or channel will the information be delivered?

Audience

• Who are your target users?
• Where are they? Where do they come from?
• What are their information needs?
• What will they do with the information?
• Why would they come to the website?
• What is their knowledge background? What is their experience base?
• How many times would they come to the website?
• What are their personalities and attitudes?
• Are they familiar with the information?

Continued: Milestone 2 - Form the hypothesis