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Most people are initially impressed by web sites with a lot of pizzazz and color—until they have true need to get information or find out about a product. Sometimes just finding out how to contact a company about a specific problem is a major chore. People give up.

The problem is that Web technology is driving the design decisions. It should be enhancing workflow not preventing it. When we* were defining information architecture in the 1990s, we created a medallion of information. Initially we defined four major areas in which a web site might provide information

• Purpose
• Products
• Processes
• Resources (including people)

Within these categories, everything from annual reports to product inventories and customer support might be covered. The web has changed a lot, but the medallion is still a good framework. It is still useful today.

APConnsulting, LLC can help you define the information areas that you need to provide to your audience. We can assist you in understanding why people leave shopping carts and never check out? What are the best practices?

Pizzazz has its place. A flash demo or a gif animation can help you decide on a product. A pan and zoom feature can help in the choice of a vacation spot. The key is to drive these tools with actual usage scenarios, and ensure that the major features answer the major questions the customer might have.

*Technology office reporting to the VP of Professional Services at Digital Equipment Corporation.

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