Information Architecture

Novice

Card sorting has been performed, but not clear that it was done in a way to reduce bias and uncover users' mental models of content.

Competent

Card sorting revealed insights about how users organize information and informed decisions about navigation and content hierarchy.

Proficient

Card sorting proceeded in multiple rounds, with adaptations made as necessary. Clear connections were made between the results of sorting activities and the design of navigation and content hierarchy.

Expert

Card sorting was approached in targeted ways based on the project, with the method refined to match the needs and context of the work. No doubt is left about why this work was done or what its value in informing the quality of the design.

Novice

Content has been audited, but in a superficial manner without very usable patterns and insights.

Competent

Content audit results in some well-defined action plans for improving the content quality, content structure, and tone of voice for the project.

Proficient

Content audit is extremely thorough and complete, and presented in visual ways that help the audience understand the breadth and depth of the audit. Key findings are communicated with clear action plans based on each finding.

Expert

Content audit is proficiently executed, and is used to develop a rollout strategy for addressing issues surfaced. The strategy includes clear owners and cadences for the content work involved.

Novice

A sitemap has been produced, but is either confusing to read, or has not effectively been used to determine a better overall site structure. Site structure may be too tied to the organization rather than the user mental model.

Competent

Sitemap is shown with some clear, user-centered reasoning about why the site should be organized in this way.

Proficient

Sitemap is easy to read and understand, with a key/legend as an aid. It is clear how the sitemap relates to users' mental models and also clear how the sitemap connected to design decisions with the product.

Expert

In addition to the final sitemap, iterations on the sitemap are considered with clear reasoning for the changes made, from both a user and implementation perspective.

Novice

Use cases were mentioned or shown but it wasn’t clear how they informed the design.

Competent

Use cases were organized and demonstrated a sensible level of detail for the project. At least some connections were made between use cases and design decisions. Research evidence is provided to support the use cases.

Proficient

Multiple use cases have been considered and prioritized with alternate flows in mind. Design decisions are thorougly informed by use cases. Research evidence strongly supports the use cases.

Expert

Use cases are seamlessly integrated with personas and scenarios. They have been prioritized in accordance with user, business, and technical goals. The use cases help make it clear what needs to be built and why.

Novice

The flow doesn’t follow a sequence of steps that seem realistic for a user to take.

Competent

The flow follows a logical sequence of steps, which are appropriate for the task at hand.

Proficient

The flow has been thoughtfully optimized to reduce interactions and friction where possible.

Expert

Flows have been mapped out with branches and edge-cases in mind. Flows have been reviewed for feasiblity with an appropriate technical expert (engineer, developer, etc.).