Reasons for building a task-based information architecture
In 2014, following its own research and having examined findings from external experts and national public sector implementations, Europa Web Communication at DG Communication adopted a task-based approach to the architecture for the European Commission's web presence.
The principal reasons for adopting a task-based approach are as follows
- it offers significant advantages for both external and internal colleagues working on content
- it avoids making users think and potentially, hesitate
- basing site architecture on content is more efficient as it avoids content duplication and unnecessary maintenance costs
The case for a task-based architecture is reinforced by findings from Europa Web Communication's own research and analysis on the task 'Funding, tenders' (see below) which show a very strong consistency in users' top tasks, regardless of audience grouping across criteria.
- 'employment status'
- 'workplace'
- 'occupation'
- 'country of residence'
Background
Additional reasons why DTT supported a task-based approach over an audience-based approach are outlined below.
Research shows that in an audience-based approach, users may
- find it difficult to identify themselves among pre-determined audience groupings.
Not all users will interpret audience groupings in the same way. Some users may
not understand the groupings. Some users may identify with one or more audiences - feel that a particular piece of content is only for a specific user – some users may ignore information that is relevant to them and may even conclude that the information they need is not available
- have needs that change between visits
- question whether content under an audience grouping is for that audience or about that audience
- question whether there is additional content elsewhere on the same subject, irritating users and reducing their trust in site content
Furthermore, in an audience-based approach, internal teams may
- have difficulties in defining audience groupings – often, users are not easily categorised
- find issues with duplicate and overlapping content
- need to generate and maintain a greater volume of content
- face increased risks and reduced efficiencies in managing and maintaining content
References
- 'Hey, you there': the trouble with audience-based navigation
Cath Richardson, Inside GOV.UK, 18.07.14.
https://insidegovuk.blog.gov.uk/2014/07/18/hey-you-there-the-trouble-with-audience-based-navigation/
- Audience-Based navigation: 5 Reasons to Avoid It
Katie Sherwin, Nielsen Norman Group, 07.09.15
https://www.nngroup.com/articles/audience-based-navigation/
- Why audience navigation usually doesn't work
Gerry McGovern, 29.01.12
http://www.gerrymcgovern.com/new-thinking/why-audience-navigation-usually- doesn%E2%80%99t-work
Contact and support
If you require further assistance, please contact:
European Commission
DG Communication
Unit B.3
Europa Web Communication