Unlocking the Power of Information Hierarchy in UX Design
Like all enterprises, Lokion’s clients spend a great deal of time, money, and effort to draw users to their site or app. Nothing is more frustrating than to see users bounce away, abandon carts, or bombard a call center with questions and complaints about issues that the platform was intended to solve.
When the Lokion user experience team probes client stakeholders and users for more details, we often identify the same problem: the site or app just fails to present information in a way that effectively communicates the client’s message or guides users toward the desired actions. This is where a well-crafted information hierarchy becomes a game-changer.
Information hierarchy refers to the strategic arrangement of content and functionality so users can easily identify the most important information and actions at a glance. It ensures users know where to look first, what to do next, and how to navigate without confusion. Think of it as creating a user experience (UX) roadmap for your website, app, or digital platform that intuitively leads users through their journey.
Here’s an analogy: imagine walking into a well-organized store. The most popular products are placed at eye level, discounts are highlighted with bold signs, and aisles are labeled clearly. That’s the essence of information hierarchy in action.
The building blocks of information hierarchy
- Know your audience: Conduct research on your target audience's needs, pain points, and motivations. Consider age, location, and occupation. What problems can your product or service solve for them?
- Set clear objectives: Based on your user research, choose the right information and actions to emphasize at the right times in the user journey.
- Help users navigate: A clear and intuitive navigation menu is essential to ensuring users can find what they need quickly and effortlessly. To ensure your navigation structure makes sense to users, it’s important to validate and refine it through user testing techniques like card sorting, tree tests, and first-click tests.
- Create a clear visual hierarchy: Organize content and functionality in a way that leads users through the site or app intuitively. The most important elements should be prominent in all viewports -- desktop, tablet, and mobile. Create a logical path through visuals (like sequential navigation and progress bars) to guide users toward the goal.
- Test with your audience: Use clickable prototypes to refine your design, focusing on where critical elements will go. Conduct usability tests to confirm whether users are engaging with content as intended, then fine-tune your approach based on their feedback.
Principles to follow
- Clarity and simplicity: Keep layouts clean and intuitive. Avoid overwhelming users with clutter, which can lead to frustration and abandonment.
- User-centric focus: Align the hierarchy with the needs and goals of your users. For instance, if visitors come to your site to contact you, ensure the contact information or form is prominently displayed.
- Consistency: Whether it’s typography, spacing, or button styles, consistency across your platform helps users feel at ease and reduces confusion.
Why information hierarchy matters
By guiding users through an intuitive experience, you can increase engagement, drive conversions, and reduce bounce rates. When users find what they need effortlessly, they’re more likely to trust your brand, take the desired action, and return often.
Ready to transform your information hierarchy? Learn more about Lokion’s UX services, then connect with us to get started.