Analytics apps don't tell you much about usage behavior. You might be able to see how many users performed an event, or how many times they did it. But none of the analytics packages out there are good at showing you how often people do things. Are they using to-dos once a week? Every day? Only signing into the app once a month but happily paying for years?
Time matters. You can't understand usage without time.
Here I describe an approach for defining new information architectures for large organizational websites managed by many stakeholder groups.
Broadly speaking, there are four general phases to the approach:
Auditing. Begin by immersing yourself in existing content and encourage stakeholders to adopt a critical, audience-minded perspective of their content.
Diagramming. Work with stakeholders to develop new conceptual categories that better serve audiences and organizational direction.
Elaborating. Think through content in detail and test new categories against specific instances and edge cases.
Producing. Prepare content teams for production using a shared database of new sitemap pages and editorial considerations that you’ve developed incrementally.
These banks were making the same mistake as a family I know who bought an acre in the country on which to build a house. For many years, while they lacked the money to build, they visited the site regularly and picnicked on a knoll, the site’s most attractive feature. They liked so much to visualize themselves as always there, that when they finally built they put the house on the knoll. But then the knoll was gone. Somehow they had not realized they would destroy it and lose it by supplanting it with themselves.