Ep. 46 – Why your business metrics depend on good information architecture w/ Dan Brown

Why does information architecture remain misunderstood despite being fundamental to digital success? In this episode, information architect Dan Brown (Curious Squid) joins Noz Urbina to explore how IA goes far beyond website navigation. Using examples from taco truck franchises to enterprise fleet management, they discuss how structuring information around user questions can improve customer satisfaction, drive efficiency, and support business growth across all channels.

"When people ask me for a definition of information architecture, I describe it as the practice of designing structures... creating these frameworks that enable people to interact with information regardless of where or how that information exists." – Dan Brown

 

🎯 KEY TOPICS DISCUSSED:

• Three core business metrics that all decisions ladder up to: growth, customer satisfaction, and efficiency

• Frame every use case as a user question - both conscious questions ("How much is my phone bill?") and unconscious ones ("What should I pay attention to?")

• Three stakeholder types to address: money-focused (growth/efficiency), experience-focused (satisfaction), and tech-focused (scalability/innovation)

• IA creates multiple pathways through the same information based on different user needs and objectives

• Move beyond data tables - organize and present data in humane, meaningful ways that tell the right story

• Connect user questions to executive concerns - show how efficiently answering user questions impacts the three core metrics

• Use narrative storytelling with personas (like "Terry Taco Truck Owner") to make abstract IA concepts concrete and relatable

• IA is designing structures that enable people to interact with information regardless of where or how it exists

• Database architecture vs. information architecture - database architects store data efficiently, information architects weave it into meaningful stories

• The omnichannel imperative - everyone wants access to data in ways meaningful to them across all channels

 

What you'll learn:

• Why information architecture is more than just website navigation
• How to frame use cases as questions users are asking
• The difference between database architecture and information architecture
• Why metaphors both help and hinder the understanding of IA concepts
• How to connect user questions to business metrics
• The role of IA in omnichannel experiences
• Practical approaches to selling IA value to stakeholders
• How different audiences interact with the same information differently

 

🗣️ ABOUT THE HOST:

🔗 CONNECT WITH NOZ:

LinkedIn: https://www.linkedin.com/in/nozurbina/

Website: https://urbinaconsulting.com/

Book: https://contentstrategy-thebook.com/

 

🎙️ ABOUT OMNICHANNELX: The OmnichannelX Podcast explores the intersection of content, customer experience, and technology. Hosted by Noz Urbina, we bring you conversations with industry leaders navigating digital transformation.

Website: https://www.omnichannelx.digital/

Newsletter: https://mailchi.mp/645f8e163f9a/newsletter-sign-up-download-book

 

📧 GET IN TOUCH:

Have questions or want to be a guest?

Email: magda@urbinaconsulting.com