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Having studied the content and talked to the site’s internal stakeholders, Tom thinks a lot, then opens a new spreadsheet and creates a text tree of possible headings and subheadings, based on the various topics that the site offers.
A day or two later, another idea occurs to him, so he creates another tree based on different types of audiences:
When he reviews his tree ideas with others on the team, they make most of them like the audience-based scheme. They make some comments and suggestions, and he accordingly makes a few revisions . Most of them prefer the audience-based tree, which he is also leaning towards, so he goes with that design for the actual websitebefore delivering the design.
Everyone is happy until several weeks after the site is released. The analytics show that certain parts of the site that expected heavy traffic are getting very little, while the web-feedback channel is choked with users complaining they can’t find this or that on the new site. (They love the new look and feel, but it’s much harder to find things now that everything has changed.) This feedback persists for several months.
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