Besides organization, the other IA element we're concentrating on is labelling - the specific words we use in our headings.
When we run a tree test, we are seeing the interaction of these two factors:
| Organization | If a user can't navigate down to the right heading, it doesn't matter how hard we worked to make that heading clear. |
|---|---|
| Labelling | If a user doesn't understand a certain heading, they're unlikely to click on it to see its subheadings |
Some labels are dead easy to create, while others seem to get harder the more we tinker with them. What is it that makes one label better than another?
Below are some principles and tips to help you create effective headings.
Speak the user's language
The most important thing we can do when phrasing headings (and content in general) is to use the same terms that our audience uses themselves.
For example, if you create a section called Contingency planning, and your audience generally has a high-school education, you should use a more understandable term like Emergencies.
Note that "speaking the user's language" is not the same thing as the common advice to "avoid jargon". If your audience regularly uses jargon themselves (for example, programmers who are comfortable with terms like AJAX and hypervisor), then you should consider using those terms in your headings and your content. While jargon is often opaque for outsiders, it is efficient and precise for insiders.
If you're not sure which terms your audience uses, there are several sources to check:
- If you run an open card sort to generate ideas for your site tree, pay attention to the headings that your participants create.
- If you do contextual inquiry with your users, review your notes or recordings for verbatim terms that they use.
- Check your search logs to see what your site visitors are typing into the search box.
This has the double value of showing what your users couldn't find by browsing, and what words they use during navigation.
Make headings clear
- e.g. bus website
Make headings distinguishable
- e.g. bus website
Use specific, concrete terms
- example from MoE or MfE?
Make headings scannable
- i.e. front-loading phrases (see Nielsen article - same idea as for links)
Balance brevity with clarity
need content
Combine entangled topics
- (e.g. foobar & bleem)
For more on this, check out ~web or book link.
Next: Team-sourcing ideas