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.
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 common 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:
need content
For more on this, check out ~web or book link.
Next: Team-sourcing ideas