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.
A lot of people think dreams and drugs involve some magical inspiration. I think otherwise.
I rarely get inspired by dreams or drugs, but I have my own secret source of inspiration: mishearing other people. Somebody says something, I misinterpret it, and the misinterpretation is quite interesting – more interesting than anything I would have come up with on my own if asked to generate an interesting idea. Maybe it’s a clever joke or turn of phrase. Maybe it’s a neat idea. Sometimes I misunderstand people’s entire positions, and end up with positions much more interesting than the ones they were trying to push.