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Information Architecture

Information architecture that helps people find what they need.

When people can't find something, they don't blame the structure. They leave. I organise content and navigation around how users think, so finding things stops being work.

What is information architecture?

Information architecture is the structure underneath a product: how content is grouped, what things are called, and how navigation reflects both. It decides whether people can find things, and whether they trust they've found the right thing.

It is not the same as navigation design. Menus are the surface; IA is the thinking about categories, labels and relationships that the menus expose. Redesigning a menu on top of a broken structure just decorates the problem.

Good IA is organised around users' mental models. The most common failure is structure that mirrors internal teams, which forces every visitor to understand your organisation before they can find anything.

Sound familiar?

Signs your structure has stopped working

Structure fails quietly. These are the symptoms it leaves.

01

Search is the navigation now

People search because browsing fails. The findability problems are hiding behind the search box.

02

Content exists, but nobody finds it

The answer is on the site. Users conclude it isn't, then call, email or leave.

03

Navigation only ever grows

Every new initiative adds a section. Nothing is ever merged, renamed or retired.

04

The structure mirrors the org chart

Content is grouped by which team owns it, so users have to guess how you're organised.

How I work on IA

Understand how users think before touching how content is arranged.

01

Audit

Inventory what exists and how it's actually organised, usually the first surprise.

02

Listen

Learn how users group, name and expect to find things, with methods like card sorting.

03

Restructure

Design groupings, labels and hierarchy around those mental models, not internal convenience.

04

Test

Validate with tree testing before anything is rebuilt, so the structure is proven before it's expensive.

Case studies

IA work in practice

Ready to act on it?

Structural problems respond well to scoped work. The IA engagements cover reviews and testing sprints that prove a structure before you commit to it.

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Frequently asked questions

Why choose an independent consultant instead of an agency?

There are times when an agency is the right choice, particularly if you need a large multidisciplinary team working across multiple workstreams. If you’re looking for senior expertise, an independent consultant offers a different way of working. You’ll work directly with the person delivering the engagement from start to finish, without account managers, handovers or layers of communication. Decisions are made faster, the work stays consistent and you benefit from experienced advice that’s focused on solving your problem rather than managing a project. For many organisations, it’s a simpler, more flexible and more cost-effective way to access senior product, UX and user research expertise.

Where are you based?

I’m based in Manchester, UK and work with organisations across the UK, Europe and internationally. Most engagements are delivered remotely, although I’m always happy to travel when a project benefits from working together in person.

Do you work remotely?

Yes. Most engagements are delivered remotely using Microsoft Teams, Google Meet or Zoom. Working this way keeps projects flexible, efficient and cost-effective while making it easy to support organisations wherever they’re based.

Can you travel to our office?

Yes. While most projects are delivered remotely, I’m happy to travel throughout the UK and internationally for workshops, stakeholder sessions, discovery activities and key project milestones where needed.

Can you work alongside our existing team?

Absolutely. Most organisations I work with already have product managers, designers, researchers, developers or delivery teams in place. My role is to strengthen your existing capability by providing additional expertise, independent thinking or senior support where it’s needed most.

Do you work with startups as well as larger organisations?

Yes. I’ve worked with startups, scale-ups, SMEs, agencies, charities, public sector organisations and global enterprises. Every engagement is tailored to your goals, regardless of the size of your organisation.

Do you sign NDAs and work with confidential information?

Yes. Much of my work involves commercially sensitive products, confidential research and government services. I’m happy to sign NDAs and regularly work with organisations where confidentiality is essential.

What if my project doesn’t fit one of your fixed-price services?

The fixed-price services are designed around the most common types of engagement, but every organisation is different. If you need something broader or a combination of services, I’ll put together a bespoke proposal based on your goals and the support you need.

How quickly can you start?

Availability changes throughout the year, but many engagements can begin within one to two weeks. If you have a specific deadline or urgent requirement, let me know and I’ll always do my best to accommodate it.

How much involvement will you need from our team?

That depends on the engagement, but I always aim to make the best use of your team’s time. Most projects start with a short kick-off session, followed by regular check-ins as findings and recommendations are shared. Before any work begins, you’ll know exactly what’s expected and when.

How do we get started?

It starts with a conversation. We’ll discuss what you’re trying to achieve, where you’re experiencing challenges and whether one of the fixed-price services is the right fit. If not, I’ll recommend a more suitable approach based on your goals.

LET'S WORK TOGETHER

Ready to improve your product?

UX, research and product leadership for teams tackling complex digital services.

Previous feedback

I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.

Will Parkhouse

Senior Content Designer