The four key elements of information architecture are: (1) good content organization, (2) an optimal search engine capability, (3) appropriate labeling of buttons and links, and (4) a good navigation structure.

If a Web site has poor information architecture, visitors usually print one Web page containing the needed information for fear that they'll never find that page again. Another signal the architecture is bad—a Web Team cannot determine where to post new content on its site.

How do agencies deal with

The upcoming redesigned web site incorporates key information architecture elements.

the issue of good vs. poor information architecture? Agencies like Customs hire information architects to sift through their organization's Web pages to ensure that a good, consistent information architecture is in place. In its quest to create a brand new Web site, Customs hired its first information architect, Teresa Cronnell, in January 2001.

The most challenging part of Cronnell's job is organizing the information so that it tells Customs story in a way that not only employees understand, but that the trade and general public understands as well. Over the past year Cronnell has reviewed more than 7,000 Web pages with content owners from each Customs office. The questions she asks are: "What keywords would describe this page?" and "Is this content outdated?"

Information architects step back and examine the site from the user's perspective. An information architect wants to ensure that the content on the site and the words describing the hyperlinks are easy to understand for the visitors. "The Customs Web Team and content owners, for example, are renaming many of the hyperlinks on the site so that visitors understand Customs and trade terminology," explains Cronnell.

Moreover, an information architect’s job has a major impact on the design of a Web site—one reason Cronnell also works closely with graphic designers. According to Cronnell, information architects are not involved with the color scheme of a Web site; but before a Web site is designed, information architects must provide graphic artists with critical information such as how buttons should be labeled, where they should be placed, and how they should be grouped.

U.S. Customs Today welcomes Web topics for other upcoming issues. Send your ideas to denise.a.mahalek@customs.treas.gov.