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Task-based information architecture

Reasons for building a task-based information architecture

In 2014, following its own research and having examined findings from external experts and national public sector implementations, Europa Web Communication at DG Communication adopted a task-based approach to the architecture for the European Commission's web presence.

The principal reasons for adopting a task-based approach are as follows

  • it offers significant advantages for both external and internal colleagues working on content
  • it avoids making users think and potentially, hesitate
  • basing site architecture on content is more efficient as it avoids content duplication and unnecessary maintenance costs

The case for a task-based architecture is reinforced by findings from Europa Web Communication's own research and analysis on the task 'Funding, tenders' (see below) which show a very strong consistency in users' top tasks, regardless of audience grouping across criteria.

  • 'employment status'
Task-based information architecture-employment status
  • 'workplace'
Task-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplaceTask-based information architecture-workplace
  • 'occupation'
Task-based information architecture-occupation
  • 'country of residence'
Task-based information architecture-country of residence

 

Background

Additional reasons why DTT supported a task-based approach over an audience-based approach are outlined below.

Users find it difficult to identify clearly with pre-defined audience groupings - causing them to hesitate or be confused

  • not all users will interpret the groupings in the same way
  • some users will feel they belong to different groups
  • there may be a difference between who I think I am, and who the site or organisation thinks I am
  • my audience profile is not the reason I am on your website - having to identify as belonging to one of your possible audiences causes ‘cognitive effort and user anxiety’ (see NNG's Audience-based navigation)
  • users’ needs change between visits - depending on their current situation and task: i.e., Today, I have a question as a private citizen, tomorrow as a business owner, …
  • users may miss or ignore relevant information if it is identified as “only for a specific audience” - they may even conclude that the information they need is not available if it is not in the audience they identify with
  • users may be confused if content is identified under an audience grouping, does this mean it is FOR or ABOUT this audience?
  • users may get the feeling that they are not getting the complete information about a certain subject
  • “forcing people to self-identify creates an additional step and takes people out of their task mindset" 

Problems with audience-based approach for editors and other internal teams:

  • trouble in defining the right groupings 
  • creating duplicate and overlapping content, if the same content is needed or useful for different groups 
  • which leads to the need to create and maintain larger volumes of content, creating increased risks and reduced efficiencies in managing the content 

References

  • Why audience navigation usually doesn't work

          Gerry McGovern, 29.01.12
          http://www.gerrymcgovern.com/new-thinking/why-audience-navigation-usually- doesn%E2%80%99t-work

Contact and support

Need further assistance on this topic? Please contact the team in charge of Europa Domain Management (EU Login required)