Four Modes of Seeking Information and How to Design for Them
By Donna Maurer.
A post on the
Boxes and Arrows site reviews an Information Architecture Conference presentation and addresses a common problem for the plain language consultant when considering web design:
3. Don’t know what you need to know
The key concept behind this mode is that people often don’t know exactly what they need to know. They may think they need one thing but need another; or, they may be looking at a website without a specific goal in mind.
This mode of seeking information occurs in a number of situations:
* Complex domains such as legal, policy, or financial. For example, a staff member may want to know how many weeks maternity leave they are entitled to, but may need to know the conditions surrounding that leave. We should read the terms and conditions of new products and services as there maybe important restrictions, but they are too often buried in legal garble that we don’t read.
* Any time we wish to persuade the user. For example, we would love people to know more about information architecture and usability, but they often don’t know that the concepts even exist. They may think they want to know how to make an accessible nested fly-out menu; we think they need to know more about organising the content properly.
* Unknown domains. For example, when someone is told by friends that he or she should check out a new service, product or website, but does not yet know why he or she would want to know about it.
* Keeping up to date. People often want to make sure they keep up to date with what is happening within an industry or topic, but are not looking for a specific answer.
The challenge is providing an answer while exposing people to the necessary information, thus showing what they may need to know. This can be achieved by:
* Straightforward answers. Simple, concise answers allow people to have their initial information need met. For example, in the four situations above the websites could include a summary of the maternity leave benefit, the key issues of concern in the terms and conditions, an outline of the benefits of the new website or service, and a list of latest releases respectively.
* More detailed information. Make more detailed information easily available. This may take the form of related links or contextual links in the body of the content.
The solutions allow people the satisfaction of getting an answer and then the opportunity to get additional information.