Information Architecture

The Purpose

To analyze, evaluate, and develop an improved Information Architecture for This revised IA is organized by user group and allows for easy navigation, increased product sales, and quick access to tools, information, and services.

The Theory

A “bottom up process,” which involves understanding the detailed relationships between content and creating prototypes to support specific user requirements followed by consideration of the higher level structure that will be required to support these requirements.

The Methodology

A content inventory of over 500 pages and three levels of pages within the site, and a card sort of twenty-one professionals from various industries, between the ages of 35–55.

The Findings

Duplication of content, inconsistencies in navigation labeling, page titles, and url structure, hierarchical issues, and a tension between new or potential members and existing members.


The Results



  • Organize information by user group.
    Create separation between content geared towards existing members and potential members.
  • Utilize landing pages consistently and effectively.
    Use landing pages as a space to highlighting content in an attractive way.
  • Watch out for duplication and inconsistencies in content placement.
    Modify the navigation of the site to separate identical labels.
  • Standardize the local navigation on all Industry pages.
    Relevant Standards, Tools and Resources, Education, Members, GS1 US Community Rooms, Events, and Join Our Mailing List should be featured on each Industry page.
  • Consider renaming some of the tools.
    Consider naming tools in a manner that makes their purpose immediately clear.