The Case for Business Analysis and Information Architecture

The Problem

Web users frequently have trouble locating important information and transactions. As one of our clients' customer's states, "People go to a web site for information that is relevant to them now. They want it fast and easy. Nothing more…" To conduct business on the web, companies must place meaningfully labeled content where customers can easily find it, for a predictable cost, with technology that doesn't stand in the way. Information architecture, integrated with a focused business and audience analysis, addresses these planning challenges.

Definition of terms

Business analysis refers to a discovery process. The process for either web site or custom application development involves interviewing the key internal and external stakeholders, including important customers and partners. Business analysis may also include research on the competition. The output of the business analysis process is a strategic document that clearly explains the following: who the audience is and what their viewing and buying characteristics are; what goals the site or application will accomplish; how and when those goals will be measured; and what business processes will be impacted and how. Consensus on the potential obstacles to a successful project is carefully articulated.

Information architecture involves drilling down into the business analysis results. For each of the strategic goals, the team brainstorms specific content and interactive items (or objects). The items are then arranged in such a way that the key audiences can easily find and use them.

Business analysis provides the who, what, and why. Information architecture explains the how. Both components are necessary to ensure an optimally functioning site and/or application.

Creating consensus

The Web is interactive, easily customizable, and extensible to many sources of information. Whittling down all the available (or dreamed!) pieces of information into an achievable set of what your audience really cares about is a facilitative and collaborative challenge. But it is critical to the success and ROI of any information-based project. The web also has a complex technological component. In many cases, a designer's vision of the site will be limited by the availability and affordability of technology and skilled resources. As a consequence, marketing and technical members of the development team may find themselves at odds. Business analysis and information architecture help to identify and resolve conflicts by orienting the team toward common objectives and audience needs. The marketing team understands who will use the site and what the customer expectations are. The technical team understands what technology is appropriate to achieving the goals. Both have should have input into the vision. Both should have ownership of the ultimate success. Team consensus ensures an efficient and successful development effort. Through experienced facilitation, conflicts are resolved before building and implementation begins. Terminology is defined and agreed upon by everyone involved. Technological limitations and requirements are documented up front, so no resources are wasted on inappropriate development efforts. Design requirements are driven by audience analysis, so each web design idea will be appropriate and technologically feasible.

The right content for the right people

The web generates revenue or lowers cost for your firm in one of three ways:

• Selling products or services on line (e.g., an online bookstore)
• Providing marketing support for non-Web sales (e.g., a movie site)
• Lowering service costs for existing customers and partners (e.g., an interactive online help system)

In each case, it is crucial that development be relevant to a specific audience segment. You can only sell products and services that your audience knows and cares about. Service costs will be lower if it is easy and convenient for visitors to use.

Business analysis clearly documents the goals and audience in relationship to the company's overall strategy. Information architecture arranges the site so that it makes sense to the company's most important customers, prospects, and/or partners. The end result is a maximized return on your development investment.

Saving money now and later

A large percentage of development costs are front-loaded. It requires more person-hours and dollars to create a site or application from scratch (or to completely overhaul one) than to update or expand a well-planned one. In particular, for changing companies, web sites that grow in an ad-hoc fashion must be completely redesigned every six to twelve months if they are to be at all usable. In a great economy, that is plausible. In the current environment, planning carefully should be your choice because by contrast, a well-architected site can serve its customers for years with only simple cosmetic alterations.

Business analysis articulates long-term strategy as well as short-term goals. Information architecture structures the solution for future expansion. When the time comes to add additional content, features or display devices, your firm can direct its resources toward developing and refining the feature itself - not overhauling the entire site. Business analysis also documents the technological capabilities, staffing, and direction of the company. The site is subsequently developed with these factors in mind. The result is a site or application that is easy to maintain (as well as expand) within the company's infrastructure and resource limitations.

Conclusion

Business analysis and information architecture provide a critical foundation for the success of any business project headed toward technological solutions. Your company must understand and articulate for whom the solution is intended; what information it will include; how that information will be presented; why the company is doing the building; and how the solution will be created and maintained. Documenting the answers to these questions will drive consensus, ensure relevance, and save money.

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