I was asked to write my opinion on importance of IA and how I would convince my team to take it seriously. This was my answer:

Information architecture is one of the cornerstones for the optimal user experience (UX) of any communication project, not just of websites or mobile apps. Like project management (PM) or information design (ID) down the line if done correctly in the planning phase of the project it will save you tons of nerves and lost hours in the future.

Also the way users use your information or service isn’t the same for all of them so it is very important first to know who your target audience really is. Some are early adopters, some late majority or even laggards, so before starting any project first do some serious thinking about who are you communicating with. How they will digest the message you are trying to convey will make a big difference between frustrating them or making them happy not even having to think about it and just wanting to engage with it. This is how you know you did a good job planning your project.

And I probably don’t have to explain that frustrating or making your customers happy has a big influence also on the brand of the company. Usage of any service should be fun and intuitive in a way that the customers don’t even notice the technology behind it but still reach the goal of your project be that sales or just spreading the information.

This is why it is important to spend a bit more hours thinking of these important things in the planning process if you don’t want to lower your ROI on the project. So, it is up to you to decide if you think this is important or not but remember your yearly bonuses will highly appreciate it. And you are welcome 🙂