New information architecture for

New information architecture for

Zooma has updated the information architecture of This article briefly explains what it is, why and how we did it, and how you can do it too.

What is information architecture (IA)?

The way you organise and structure the content of your website.

We like to practice what we preach.

Why did we update the information architecture?

The short answer is that at Zooma, we always try to strive for the best practice. We take all our learnings and showcase what we think others should be doing. We like to practice what we preach.

The slightly more detailed answer is that we decided to update the information architecture to improve how visitors find our content. How much content we have on the website has grown a lot over time. Therefore it was just time to retake a look at it based on the simple idea of better helping potential and existing customers find what they are looking for.


HubSpot Video


How have we updated our information architecture?

We started by looking at our data, specifically how visitors were consuming content on the website. We also reviewed our personas and our evolved offering. Then we tried to match this into logical containers or areas, and then within that sought to organise these areas on the website in a way that makes sense for the most common use cases a visitor would have.

Is it a complex process?

The work is not overly complicated, and the most energy is needed when you're done with the information architecture. Then you need to look at your current content and ask yourself: 

  • What can be used as is?
  • What needs to be updated?
  • Where do we have gaps with no content at all? What content are we lacking now that we see that we need in the new information architecture?

So once you're done with analysing and have decided on your new architecture, most of the work comes in, consisting of actually working with your content.

No fancy tools are needed; the process and understanding of the data are much more critical.

How to start?

An excellent starting point is to look at your data. Most companies run Google Analytics, for example, and then you can export your traffic data to see how many pages views you have in the different sections of your website. That way, you get a feel for where you have the most traffic and where you have the lowest traffic, and then based on that, you can start reorganising with a small group of your team. If you're comfortable with using excel, then use excel. No fancy tools are needed; the process and understanding of the data are much more critical. You can export from Google Analytics to excel and start there, and then you can continue working in excel to reorganise the content.

Good luck, and if you have questions, don't hesitate to book a meeting with me or one of my colleagues!

Stellan Björnesjö
Online Strategist at Zooma since 2012. 15+ years of experience as a manager, business developer and specialist within online and e-commerce. Has a perpetual drive for knowledge, and knows what to do with it. Find him on LinkedIn and Twitter.
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