Information Design has helped us derive and translate meaningful insights from data to inform our actions and behaviours. Designers have shifted lens from mere data visualisation techniques (visually presenting datasets with charts or diagrams), to a larger user experience field involving processes and clarity in UX copy.
With the definition of what a good design mean being subjective, I went to explore and crafted a few guiding principles on how to measure a good information design based on these four pillars (image below) and it also surfaces the importance of having a product vision, research, design and analytics capabilities to build a good informational system.
1st Principle: Informational Balance
hierarchy, structure, placement
People do not read data like computers. Numbers and letters have no meaning if it is not interpreted in context for the users. Information design helps to construct the abstract into readable & digestible pieces through design arrangement. As much as having more information is better, it is fundamentally important to design to reduce cognitive load.
How? Firstly try to understand how does the user process the necessary information by building on user’s existing understanding or perceived expectations. Using the right information architecture and visual hierarchy, you may be able to chunk/categorise the data into smaller groups to show distinctions between them (changing font/size/weight or using visuals such as icons). Reword any data for more clarity in the perspective of the user.
From a product standpoint, it’s important to balance delivering the product needs with those of your users.
2nd Principle: Informational Clarity
copy writing, terminology, sense-making
Always assume people are
dumb. Yes. Part of processing and distilling data is to try to remove as much noise as possible to allow end users to focus on the single intended meaning. People can be easily distracted and it’s important to ensure clarity for better usability. The richness and quality of the informational content can only be delivered when design reduces complexity.
How? Reduce any room for misconceptions or ambiguity to a minimal. This could be done through user testing & research or through interviews & surveys. Users will be able to surface any difficulties or uncertainty in your information.
Hence, it’s important to conduct any form of research to validate information assumptions and gaps in understanding.
3rd Principle: Informational Connection
Visual appeal, elements & colors, interactions
The experience of information should be natural and emotional. Static data is useless if it is not designed for experiential value. This is why information design uses aesthetic design appeal to create consistency and convey quality insights. Information is a powerful tool but it is only engaged if user recognises and form connections.
How? Form familiarity between the brand and the user with the help of visual design. It’s important to convey the right brand value and tone in the product. You may find it helpful to use known “facts” found in universal design & commonalities currently existing in the digital worlds to chart your own information.
Hence, it’s design plays a crucial role apart from just making things look nicer. It helps to communicate the best connected experiences for users.
4th Principle: Informational Direction
Decision making, CTAs
We need to empower users in our product to build a better future. Users are able to make informed decisions when there is clear sufficient knowledge about their past behaviours, ability to reflect on their existing state or pushing them to explore future possibilities. Information is only meaningful when users are able to reach a conclusion by inciting the next course of action.
How? Constantly iterates and improve the design through uncovering user behaviours, interactions and data. This will surface and tailor the most crucial user needs to inform better structure and how to take the current information design to the next level. Conversion metrics are the most important piece here.
Hence, having analytics capabilities help to uncover the information you need to measure success and intended outcome of your product.
Conclusion
As designers, I feel that we need to put more considerations and thought in the way we structure our information design — balancing the amount of content, providing clarity, creating connection and lastly, informing direction for users to continue benefitting from the product.
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