The information journey mistakes that we see organisations make

In our information journey research we have seen organisations:

  1. Design information journeys solely for experts. It's tempting because you know your expert users well.  Remember though that experts seek information differently from new users - they know where to look! -  they act differently after receiving information and they make sense of it all differently. 

  2.  Supply information only when the regulator tells you to. I am not saying don't do that, I am saying don't just do that

  3. Rely on Search. The best way for users to achieve cognitive overload is for you to assume that they will find the information if they search, and

  4. Forget that users 'make meaning'. Users bring their own perceptions, assumptions and sense of self to this very active process.

The perfect information journey is based on user psychology

To help you identify the perfect information journey for your users, we conduct user-centered research that teaches us about the psychology of your users - what they know, what they see, what they pay attention to, what they remember and how they think and feel.

We answer these questions

  1. What do expert and new users know about your services and where to find them?
  2. What search terms do expert and new users start out with and how do those terms evolve?

  3. When do expert and new users need this information?

  4. How do they want to access it?

  5. What goes wrong in this process, and how do users 'right themselves'?

  6. What resources, content, navigation or design affordances will help to create a more coherent and efficient information journey?

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Tags: sense-making, Information design, Information journeys