Information Architecture is a practice of organising, structuring and labeling content in an effective way so that users can easily find what they need.
In this article, we will provide you with an overview of User friction and its real world examples, 4 components of effective IA , how IA reduces user friction and how it is beneficial.
Let’s dive in
Well designed IA is very important to improve user experience and increase satisfaction. As there is a direct link between user satisfaction and Information Architecture. Websites and apps that have proper Information Architecture which includes (clear labeling, organised structure and consistent navigation) so they have high retention rates as they meet user expectations more effectively this results in reducing user friction. Whereas, because of poor IA users get stuck which leads to confusion and frustration as a result user friction increases.
What is User friction?
User friction means the difficulties that users face when interacting with a product or service . It can be slow loading times, unclear instructions or not meeting their expectations. Studies indicate that 71% of online shopping carts are abandoned due to user friction because of lengthy checkout processes.
Common examples of user friction and ways to overcome:
User Friction is anything that prevents a user from completing the desired action for e.g, purchasing a product. Let’s take a closer look at some Real world examples of User Friction caused by poor IA:
Cognitive Load:
Cognitive load means the mental effort a person uses when processing information. When the cognitive load is high, users get lots of options at once this can lead to cognitive impairment as they may get confused to find the main information or product they need so users may abandon the tasks as they will feel overwhelmed. Whereas, when the cognitive load is low, users find the information quickly without distraction which improves their experience.
For example, Zoom app, while the users are on meeting multiple notifications popup like who left the meeting, who joined, host controls , polls etc. So this annoys and disturbs the users so they switch to other tools Like google meet.
However, IA can delay the notifications and display only main information as this improves user experience and they will stick to only one site or app.
Long process in checkout:
Too many unnecessary steps means more time consuming so they may abandon the process if it takes too long as users are impatient they will move to another site as they are less likely to complete the tasks.
Moreover, in the long process there are some complicated steps so users may get irritated or unsure of what to do next as a result users may lose interest and abandon the process.
To reduce user friction, remove the unnecessary steps and make the task simpler and easier as this will result in less time consuming and increase the satisfaction of the user.
Verification and Payment details:
Asking for payment details before trying out the product or service can made them move to another website as they may get scared that their goal didn’t achieve or they may have security issues as it is not easy to trust any site For example, there are some websites which looks professional as they have effective IA but those are scams so users may get worried about the payment process.
Furthermore, usually in many websites or apps they ask for a Signup process which takes too long as users face difficulty in getting verification codes and when they don’t get code in 1-2 times so they stop trying and leave the site.
As a result, Stop asking users for payment before they try out instead, give a free trial so that users get satisfied. For example, Semrush, which provides daily 3 free trials so users get satisfied by using their tools and they make payments for more good tool opportunities. This is a good strategy to increase satisfaction and higher conversion rates.
Complicated Navigation:
When the users are not able to find what they need this can discourage them from buying or completing a task due to this there may be high bounce rates as users won’t explore more and leave the site.
Additionally, users don’t want to read too much text, that’s just too much cognitive load so this is difficult for users to engage in deep reading or understanding.
Instead of writing 500 words, create a short tutorial video or write in short as this will become easy to understand for users and increase customer satisfaction which will automatically reduce customer friction. For example, Sir Jonathan Bate who is the professor of Oxford University noticed that students now struggle to read long chapters but they enjoy watching short videos on Tiktok and insta reels.
By understanding the user behaviour and addressing them effectively you can reduce the user friction and better user experience.
4 Key components of effective Information Architecture:
The 4 components of Information Architecture are Organization, labeling, Navigation and Search System. These are the components that we should consider in IA strategy. By combining these components, it leads to better engagement, reduces frustration and improves website usability.
1. Organization System:
Organization system refers to how we categorize information. This system helps users to predict where information will be located. It breaks down the information in 3 categories:
- Hierarchical: It arranges the content into categories (like science,maths) and subcategories (like physics, algebra).
- Sequential: In this the information is provided in steps and from starting to ending. For example, Foodpanda, it confirms the order in step by step like Add to cart > confirm order > payment method > place order.
- Matrix: It is organised for the user’s preference. For example, Netflix allows users to browse by trending, recommendations or search terms.
2. Labeling system:
Labeling is used for representing the data. It improves the clarity and reduces the cognitive load by making the content self explanatory. However, there is a difference between good labeling and poor labeling.
For example, User authentication portal instead of Login or Information Repository instead of Help centre. So bad labeling usually confuses the users and they are unsure about it so they might get irritated and leave the site. As a result, use familiar and user friendly terminology to reduce user friction.
3. Navigation system:
A navigation system refers to how users can move through your website to access information. This system gives content more context and helps users move throughout different areas of your website.
So Navigation should be intuitive and easy to use so that users can quickly find what they’re looking for and they have to put minimal effort in finding the information. Always use clear labels and keep the navigation consistent throughout the website. For example, contact us instead of reaching out.
4. Search systems:
A search system allows users to easily search and find the content especially on large websites with extensive information. It’s a way for the user to skip the navigation and go straight to their page of choice.
Searching systems should be accurate and fast, with results that are relevant to the user’s query. As well as, place the search bar prominently for example, at the top right corner or provide error tolerant search (like do you mean? … suggestions).
Evaluating Information Architecture and Navigation:
There are a number of tools and activities business can undertake to design a user centered IA and Navigation. Lets looks at few techniques,
Card sorting exercise:
Card sorting helps determine how users group the content and label it. This helps the business to identify user expectations and preferences regarding content structure.
A well structured IA improves the task completion rates as it reduces the confusion by aligning IA with user expectations. For example, A study by nngroup found that card sorting improved manu clarity by 50%. https://www.nngroup.com/articles/card-sorting-how-many-users-to-test utm_source=chatgpt.com
Tree Testing:
It is a method used in user experience research. Tree testing is an effective way to evaluate how users are interacting with the navigation. Tree testing is useful for assessing the effectiveness of category labels and overall layout and the results can inform design changes to improve user experience.
For example, GOV.UK used tree testing to simplify its menu structure which increased the task rates by 60%.
User journey mapping:
It outlines how users interact with a website or app from start to end. This process helps identify users’ needs, pain points and opportunities for improvement.
For example, A banking app redesigned its dashboard based on journey maps which decreased customer support calls by 35%.
Analytics and user behavior analysis:
It involves studying how users interact with a product or service. This process uses data to understand user actions and preferences.
Analytics tools collect the data For example, clicks, time spent on pages and navigation paths. Effective user behavior analysis can lead to informed decisions that increase user satisfaction and drive conversions.
5 Benefits of Reduced User Friction:
Reducing friction in your user experience has many benefits.Let’s look at 5 benefits of reduced User Friction:
1. Increase User experience:
Proper Information Architecture simplifies the navigation as it ensures that users can easily find what they need by using clear labels and organised structure which increase user experience as users enjoy their experience when they engage with their desired product or when their goal is achieved.
2. Increase Engagement:
The Information Architecture simplifies the checkout process , loading times and creates better mobile app functionality so users face less complications which leads to higher engagement as it encourages users to explore more and spend more time on website or app easily without any obstacles.
For example, Temu, which is an online store, its 1 click to checkout reduces the friction in the checkout process which leads to higher user satisfaction and repeat purchases.
3. Better business Performance:
When the users are satisfied and their goal is achieved like Successful purchase or the information they need so they are more likely to repeat purchase or use the service again as a result the customer loyalty will increase which will lead to increase in sales. Customer Satisfaction and build a strong brand reputation hence, increasing the performance of the business.
For example, Companies that optimize customer journeys see revenue growth 10-15% higher than competitors. (Source: McKinsey & Company)
4. Good reviews:
Easier experiences can lead to more accurate suggestions for improvements. As well as, users appreciate and recommend when they like the product or service so there will be positive customer reviews that may attract the new customers leading to increase in brand image.
For example, Apple’s intuitive Ul and seamless device integration result in high customer satisfaction and positive reviews.
5. Decrease customer support cost:
When Users can easily navigate a product or service and when they know how to use the product so they need less help this leads to fewer calls and messages . As well as, when they have options like FAQs or short tutorial videos so they don’t need to ask for help leading to decrease in demand for support systems hence decreasing the cost of the customer support.
Effective information systems (IA) organize content to meet user expectations, reduce friction and improve navigation. A well-structured IA enhances the user experience, leading to greater satisfaction and engagement, while a poor lA increases frustration and abandonment.
Techniques such as card sorting, tree viewing, and user journey mapping contribute to lA, making it more user-friendly. Reducing user friction is essential as it enhances user experience, engagement and overall productivity.
Are you ready to improve website’s and app’s user experience? Start refining your Information Architecture today to increase engagement , reduce friction and drive the business growth!
FAQs
How can businesses identify user friction points?
- Businesses can use User testing , heatmaps to see where users drop off and by checking customer feedback.
What is an example of successful reduced User friction?
- 1 click to checkout is the best example as it allows users to continue purchasing without going through multiple steps.
