How People Navigate

According to information-foraging theory, people choose web pages based on how likely the page will answer their question and how quickly they can get that answer. This choice is called the information scent.^[1]

Imagine you're looking for a pizza recipe. You see two links — one says "Delicious Recipes" and the other says "How to Make Pizza." The second link has a strong information scent because it seems more likely to give you the pizza recipe you want.

Information scent is relative. For the pizza example, the "How to Make Pizza" link is great. But if you're looking for a salad recipe, the same link has a weak information scent because it doesn't meet your need.

Information scent helps users make educated guesses about how useful a webpage will be before we click on it. It has two main parts:

• The source: This is the actual webpage users might visit. This is where the real information is. However, users won't know how valuable the page is until they visit it and see the actual content.
• The representation: This is what users see before they click, like a link or a short summary. This gives them clues about what to expect on the actual webpage. For example, if users see a link titled "How to Fix a Flat Tire on Your Bike," they might guess it has the specific advice they need.

The estimated value users get from the representation helps them decide whether to click on the link. If they click and find useful information, the true value of the source matches their estimate. This means the link's information scent guided them to the right page.

Link labels are important for creating high information scent. They help users decide if a page will be useful before clicking. A good link label should:

• Be clear and accurate: For example, if users are looking for advice on fixing a leaking faucet, a link saying "How to Fix a Leaking Faucet" is helpful. It directly tells users what the page is about.
• Be contextual: Labels like “More” or “Learn more” typically have very low information scent. This means it's hard to guess what the link leads to. On the other hand, "Repair Tips" has high information scent if users are looking for repair advice. But even if they're not, a clear label saves them from clicking a link that doesn't meet their needs.
• Avoid using complex words or jargon: For example, instead of "Plumbing Solutions," use "Fix a Leak." Simple, direct language helps users quickly understand the link and decide if it's worth clicking.

Avoid using calls-to-action (CTA) in navigation labels. Navigation is about giving users clear choices on where to go next. Using vague verbs like "Explore," "Discover," or "Learn" in isolation as category names doesn’t help users make informed decisions because they don’t provide enough detail.

Using such vague verbs in conjunction with navigation categories is also redundant. Users don’t need to see the same verb repeated in every label. For example, instead of saying "Learn About Us" and "Learn About Our Services," just use "About Us" and "Services." This keeps navigation simple and clear. For task-related navigation, use simple verbs. For instance, "Contact" or "Buy" is clear and direct.^[2]

Summary text appears in various places like search results, blog lists, and category pages. It gives users a quick overview of the content and helps them decide if they want to read more. It should tell users if the content is relevant to them, helping them make quick, informed decisions about what to read.

Here are some tips for writing effective summaries:

• Keep it short but informative.
• Mention the most important information or arguments.
• Avoid jargon and complex words.
• Ensure the summary accurately reflects what the user will find once they click on the link.

A poor summary wastes both the site's opportunity to attract users and the users’ time.

Images linked to a page should clearly show what the page is about. Often, designers pick generic images that don’t fully match the content. This can confuse users. Sometimes, even using related images can miss the mark, especially when they’re trying to represent categories. So, don’t just go for what’s available or aesthetic when picking category images. Choose an image that truly represents the whole category. For example, for a "fruit" category in a grocery shopping site, using a basket of tomatoes might not be the best choice. Although technically tomatoes are fruits, most people see them as vegetables. Instead, use an image of apples or bananas, which people usually think of as fruits. This way, users know exactly what to expect from the category.

Context helps users understand where they are and what they can do next in a digital interface. Without enough context, users might leave the page quickly, thinking it doesn’t have what they need.

To add context in your information architecture, provide clear and relevant information right away. Avoid pages with just a big image and little text. Instead, use headings, brief descriptions, and clear labels to show users they are on the right track. For instance, on a travel website, a landing page should quickly show options like "Book Flights," "Find Hotels," or "Explore Destinations." This immediate context helps users feel confident they are in the right place and encourages them to explore further. Providing context early keeps users engaged and improves their experience.

Users navigate better if they trust and are familiar with a brand. If they know and like a brand, they will likely understand what categories mean even without extra context. For example, if someone trusts Apple, they might click on a link labeled "New Releases" even if it’s not very descriptive, expecting it to show the latest products from Apple.

To leverage brand trust and familiarity into your IA design:

• Ensure your logo, color scheme, and typography are uniform on all pages.
• Use industry-standard language or jargon that your audience understands.
• Keep navigation simple, avoid clutter, and regularly highlight success stories or positive user testimonials.

Keep in mind that users navigate better when they are familiar with a domain. For example, if someone is looking for tax forms on a government website, they might know these forms are usually found under a section like "Resources" or "Forms and Publications." However, for someone new to the site and unfamiliar with tax filing, "Resources" might not be clear enough. They might not even know they need to look in the "Resources" section. This makes it hard for them to find the information they need. A label like “Tax Forms” would be more user-friendly in this case.

To ensure your information architecture is clear for novice users, use straightforward and descriptive labels. Don’t assume users are familiar with the domain. This helps everyone navigate your site easily and find what they need, regardless of their prior knowledge.

The social-foraging theory expands on information-foraging theory. It explains how people work together to find information. As people search for information, they leave clues about the quality of different sources and these clues help others by enhancing the information scent. For example, if users are looking for a good vacuum cleaner on an online shopping app, they might check the reviews. One product has many detailed reviews stating it is durable and effective. These reviews often mention the vacuum's performance and reliability, which boosts its information scent and suggests it is a high-quality choice.

To apply this theory in IA design, make user reviews, detailed comments, and ratings easily findable. This helps new users benefit from the experiences of others, making better decisions based on the collective knowledge of the community.

Parallel language in website navigation means using the same parts of speech for all menu items to create a sense of cohesion and consistency. When used well, it helps users understand and navigate the site. However, forcing parallel language can make things worse if categories don’t naturally fit into the pattern. For example, think of a travel website with navigation options: "Book Flights," "Find Hotels," "Car Rentals," "Travel Guides," and "Customer Support." The first two options are verbs, while "Car Rentals" and "Travel Guides," and "Customer Support" are noun phrases.

However, forcing everything into a single part of speech, like changing "Travel Guides" to "Read Travel Guides," might make the navigation labels redundant and confusing. It’s better to use natural and clear language that fits the context, ensuring users can easily find what they need. Focus on clarity and user understanding rather than strict consistency in wording style.

Avoid using overly conversational navigation labels to seem friendly and approachable. While well-intentioned, this often fails because:

• Conversational labels can be vague and low in information scent. For example, a label like “Get Started" leaves users guessing about what options are available. This makes it less likely they will find what they need.
• Cheerful language might conflict with how users feel. This is especially true during tasks they find stressful. For example, a label like "I want to pay my taxes" for paying taxes doesn’t match the user’s mood and can seem condescending.
• Conversational language isn’t always user-friendly. Website navigation doesn’t react like a real conversation. Users aren’t looking to chat — they want to find information quickly.

Instead, use clear, descriptive labels. For example, instead of "I want to pay my taxes", use "Pay Taxes" or "File Tax Return." Save conversational language for headers or descriptions, where longer phrases are appropriate.^[3]