Food recalls, fishing rules + forestry: creating an IA strategy for diverse audiences
summary
The project restructures mpi.govt.nz using analytics, stakeholder interviews, a customer matrix and repeated card sorts, with over 300 participants including 30 in-person and 14 weeks of focused work; prototypes and content strategy reveal a clear split between personal and business content and surface-level IA changes plus longer-term CMS constraints. Post-launch metrics show it works: 37% less time on home/landing pages, 21% fewer on-page searches and a 53% drop in callers saying they couldn't find information, freeing contact staff for complex cases.
AI-written summary · about
chapters (15)
- 0:00Introduction and background
- 1:05Project overview and team
- 3:10MPI’s diverse responsibilities
- 5:37Impact of IA strategy on users
- 7:02Understanding the business first
- 8:46Two IAs and stakeholder concerns
- 10:09Creating a customer matrix
- 11:56Card sorting for mental models
- 13:42Personal vs business content separation
- 14:04Importance of designer collaboration
- 15:28Tech and IA interdependence
- 17:56Stakeholder trust and advocacy
- 19:20IA driving business change
- 20:22IA beyond just the menu
- 21:47Key takeaways and conclusion
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