IA Summit 2018 Main Conference Talk
Topic(s): case studies, collaboration, ecommerce, information architecture, navigation, and taxonomy
When you work on information structures for an eCommerce website that sells 48+ million “unique items” it is important to make niche, well labeled places for all those things. When looking for clear ways to allow users to navigate those things without becoming overwhelmed, the focus has to shift to prioritization.
The main navigation at Etsy was not a huge priority for the company until it was targeted for an SEO revision. This task fell to our Information Architect, Abby Covert and our taxonomist Jenny Benevento.
What started as an exercise of SEO optimization by a small team quickly became the hottest project on the minds of teams all over the organization. Because when deciding what to prioritize, we had to confront what our brand actually was and the story our navigation was telling to our users.
Taking stakeholders through this process cemented the navigation as a primary tool for brand and marketing. It also required balancing the sometimes contradictory needs of our users with those of our brand & fellow employees.
In this session we will share the process we underwent, the data we used to make decisions, the lessons we learned and the feels we had along the way.
About the speaker(s)
Abby Covert is a staff information architect at Etsy. She specializes in delivering a collaborative information architecture process and teaching those that she works with along the way. She speaks and writes under the pseudonym Abby the IA, focusing on sharing information architecture content with those working within the design and technology communities. She is the author of How to Make Sense of Any Mess, a book about information architecture for everybody. She also holds credit for the invention of World IA Day.
Jenny Benevento manages the taxonomy team at Etsy, an e-commerce marketplace for craft supplies, handmade & vintage goods. Previously, she has worked at Sears/K-mart, Associated Press, & University of Illinois. She loves user centered metadata, the ampersand, beverages, photographing bad wayfinding in the wild, & swimming. You can find her on all internet platforms as jennybento.