structuring success
structuring success
objective & approach
When mapping out and developing the marketplace, our goal was to optimise the Information Architecture with a clear, intuitive structure. With hundreds of categories and thousands of items, it was crucial that users could easily navigate without confusion or frustration. By refining the IA, we sought to improve navigation, enhance content organisation, and create a seamless user experience that would reduce drop-offs and foster continued engagement.
When mapping out and developing the marketplace, our goal was to optimise the Information Architecture with a clear, intuitive structure. With hundreds of categories and thousands of items, it was crucial that users could easily navigate without confusion or frustration. By refining the IA, we sought to improve navigation, enhance content organisation, and create a seamless user experience that would reduce drop-offs and foster continued engagement.
key consdierations
The three core pillars of Users, Content, and Context are essential to shaping an effective Information Architecture. These pillars are supported by four key components: Organisation, Labelling, Navigation, and Search.
The three core pillars of Users, Content, and Context are essential to shaping an effective Information Architecture. These pillars are supported by four key components: Organisation, Labelling, Navigation, and Search.
1. Users – Needs & Behaviours
Users shape IA through goals, behaviours and their expectations. A user-centred approach ensures intuitive navigation, seamless search and accessible content.
2. Content – Structure & Clarity
Content spans text, images and multimedia. Logical categorisation, hierarchy and consistency improve discoverability and usability.
3. Context – Business & Constraints
Context includes business goals, technology and cultural factors. Effective IA balances user needs with business objectives while adapting to different environments.
Its important to balance these elements. Without understanding users, content becomes hard to navigate; without structure, users struggle to find what they need; without context, the experience feels disconnected.
1. Users – Needs & Behaviours
Users shape IA through goals, behaviours and their expectations. A user-centred approach ensures intuitive navigation, seamless search and accessible content.
2. Content – Structure & Clarity
Content spans text, images and multimedia. Logical categorisation, hierarchy and consistency improve discoverability and usability.
3. Context – Business & Constraints
Context includes business goals, technology and cultural factors. Effective IA balances user needs with business objectives while adapting to different environments.
Its important to balance these elements. Without understanding users, content becomes hard to navigate; without structure, users struggle to find what they need; without context, the experience feels disconnected.
testing the framework
testing the framework
Tree testing allowed us to observe how users navigated our content structure, helping us evaluate whether the organisation and labels aligned with their expectations.
By analysing user interactions, we identified friction points where users struggled to find information, highlighting areas for improvement.
These insights enabled us to refine the structure, ensuring a more intuitive navigation experience and making content discovery seamless.
Tree testing allowed us to observe how users navigated our content structure, helping us evaluate whether the organisation and labels aligned with their expectations.
By analysing user interactions, we identified friction points where users struggled to find information, highlighting areas for improvement.
These insights enabled us to refine the structure, ensuring a more intuitive navigation experience and making content discovery seamless.
Tree testing allowed us to observe how users navigated our content structure, helping us evaluate whether the organisation and labels aligned with their expectations.
By analysing user interactions, we identified friction points where users struggled to find information, highlighting areas for improvement.
These insights enabled us to refine the structure, ensuring a more intuitive navigation experience and making content discovery seamless.
taxonomy development
taxonomy development
taxonomy development
We worked with a panel of dealers to expand the marketplace taxonomy, ensuring it grew with inventory and specialisms without over-fragmenting. Too many subcategories risked dilution, while empty ones hurt UX.
We balanced clarity and discoverability, avoiding dealer biases and keeping categories distinct from mediums or styles to maintain a structured hierarchy.
A common request was to classify materials like silver, ceramics, and glassware as categories, though they were mediums rather than distinct product types. Similarly, dealers suggested categories like Art Deco Lighting or Folk Art, which blurred style and function.
We worked with a panel of dealers to expand the marketplace taxonomy, ensuring it grew with inventory and specialisms without over-fragmenting. Too many subcategories risked dilution, while empty ones hurt UX.
We balanced clarity and discoverability, avoiding dealer biases and keeping categories distinct from mediums or styles to maintain a structured hierarchy.
A common request was to classify materials like silver, ceramics, and glassware as categories, though they were mediums rather than distinct product types. Similarly, dealers suggested categories like Art Deco Lighting or Folk Art, which blurred style and function.
We worked with a panel of dealers to expand the marketplace taxonomy, ensuring it grew with inventory and specialisms without over-fragmenting. Too many subcategories risked dilution, while empty ones hurt UX.
We balanced clarity and discoverability, avoiding dealer biases and keeping categories distinct from mediums or styles to maintain a structured hierarchy.
A common request was to classify materials like silver, ceramics, and glassware as categories, though they were mediums rather than distinct product types. Similarly, dealers suggested categories like Art Deco Lighting or Folk Art, which blurred style and function.
Title
Category
Period / Style
Place of Origin
Price
Pair of George III Period Sterling Silver Wine Coolers
Decor > Tableware & Cutlery > Coolers & Warmers
Early 19th Century or Georgian
London
Don't ask!
Title
Pair of George III Period Sterling Silver Wine Coolers
Categeory
Decor > Tableware & Cutlery > Coolers & Warmers
Period / Style
Early 19th Century or Georgian
Place or Origin
London
Price
Don't ask!
Title Pair of George III Period Sterling Silver Wine Coolers
Category Decor > Tableware & Cutlery > Coolers & Warmers
Period / Style Early 19th Century or Georgian
Place or Origin London
Price Don't ask!
Beyond the Framework
In addition to refining the framework, we focused on other key pillars to optimise the marketplace. By enhancing features like dynamic search, intuitive navigation and content discovery, we created a smooth and efficient experience. Our approach ensured that users could easily find and engage with products across both mobile and desktop platforms.
In addition to refining the framework, we focused on other key pillars to optimise the marketplace. By enhancing features like dynamic search, intuitive navigation and content discovery, we created a smooth and efficient experience. Our approach ensured that users could easily find and engage with products across both mobile and desktop platforms.
Organisation Systems
These systems define how content is grouped and categorised, enabling users to filter and sort content dynamically. We developed a system that allowed items to be easily categorised within the inventory manager of the seller admin.
Organisation Systems
These systems define how content is grouped and categorised, enabling users to filter and sort content dynamically. We developed a system that allowed items to be easily categorised within the inventory manager of the seller admin.
SEARCH Systems
Search systems include search bars, filters, and advanced search functionalities that allow users to query the content based on keywords, categories, or other parameters.
We implemented browsing history features along with dynamic search suggestions that appeared as users typed, including popular searches, categories, creators, sellers and collections.
SEARCH Systems
Search systems include search bars, filters, and advanced search functionalities that allow users to query the content based on keywords, categories, or other parameters.
We implemented browsing history features along with dynamic search suggestions that appeared as users typed, including popular searches, categories, creators, sellers and collections.
SEARCH Systems
Search systems include search bars, filters, and advanced search functionalities that allow users to query the content based on keywords, categories, or other parameters.
We implemented browsing history features along with dynamic search suggestions that appeared as users typed, including popular searches, categories, creators, sellers and collections.
Labelling Systems
These focus on how information is represented to users through names, titles, and descriptions. Effective labels ensure clarity and consistency, making it easier for users to understand and navigate content.
Curated collections, such as Curator's Choice which showcased hand-picked inventory
featured on the homepage. This section proved to be a popular highlight for each new inventory release, drawing attention to key pieces from each product release.
Labelling Systems
These focus on how information is represented to users through names, titles, and descriptions. Effective labels ensure clarity and consistency, making it easier for users to understand and navigate content.
Curated collections, such as Curator's Choice which showcased hand-picked inventory
featured on the homepage. This section proved to be a popular highlight for each new inventory release, drawing attention to key pieces from each product release.
Labelling Systems
These focus on how information is represented to users through names, titles, and descriptions. Effective labels ensure clarity and consistency, making it easier for users to understand and navigate content.
Curated collections, such as Curator's Choice which showcased hand-picked inventory
featured on the homepage. This section proved to be a popular highlight for each new inventory release, drawing attention to key pieces from each product release.
Navigation Systems
These guide users through the content and allow them to move between different sections or pages. Navigation can include menus, breadcrumbs and links, designed to help users find what they need efficiently.
Intuitive menus were implemented across all breakpoints throughout the marketplace, including image-led subcategory navigation for a more visual browsing experience.
Navigation Systems
These guide users through the content and allow them to move between different sections or pages. Navigation can include menus, breadcrumbs and links, designed to help users find what they need efficiently.
Intuitive menus were implemented across all breakpoints throughout the marketplace, including image-led subcategory navigation for a more visual browsing experience.
Navigation Systems
These guide users through the content and allow them to move between different sections or pages. Navigation can include menus, breadcrumbs and links, designed to help users find what they need efficiently.
Intuitive menus were implemented across all breakpoints throughout the marketplace, including image-led subcategory navigation for a more visual browsing experience.
THE END RESULT
This diagram outlines the final user flow and information architecture behind Effetto.com.
This diagram outlines the final user flow and information architecture behind Effetto.com.
results & impact
results & impact
We noticed a significant shift in behavior, particularly when the search functionality was optimised. Users had confidence in the search results they were receiving.
We noticed a significant shift in behavior, particularly when the search functionality was optimised. Users had confidence in the search results they were receiving.
12%
12%
26%
26%
17%
17%
reduction in bounce rate
reduction in bounce rate
increase in keyword searches
increase in keyword searches
increase in pages visited per session
increase in pages visited per session
learning outcomes
It came clear that the taxonomy would require regular updates. The structure would have needed to scale alongside the inventory, adding new categories and adjusting labels when necessary. Ongoing testing would have ensured the taxonomy evolved, keeping navigation intuitive and efficient. Without the expert input from the sellers, this would have been a challenging task, as their expertise were essential in shaping a taxonomy that truly met user needs.
It came clear that the taxonomy would require regular updates. The structure would have needed to scale alongside the inventory, adding new categories and adjusting labels when necessary. Ongoing testing would have ensured the taxonomy evolved, keeping navigation intuitive and efficient. Without the expert input from the sellers, this would have been a challenging task, as their expertise were essential in shaping a taxonomy that truly met user needs.
It came clear that the taxonomy would require regular updates. The structure would have needed to scale alongside the inventory, adding new categories and adjusting labels when necessary. Ongoing testing would have ensured the taxonomy evolved, keeping navigation intuitive and efficient. Without the expert input from the sellers, this would have been a challenging task, as their expertise were essential in shaping a taxonomy that truly met user needs.
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