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.
Customers have trouble distinguishing between essential features and those that are just "nice to have." Examples of the latter class: those arbitrarily overlapping windows suggested by the uncritically but widely adopted desktop metaphor; and fancy icons decorating the screen display, such as antique mailboxes and garbage cans that are further enhanced by the visible movement of selected items toward their ultimate destination. These details are cute but not essential, and they have a hidden cost.
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Increased complexity results in large part from our recent penchant for friendly user interaction. I've already mentioned windows and icons; color, gray-scales, shadows, pop-ups, pictures, and all kinds of gadgets can easily be added.