Project
Structure and strategy for inspirational digital travel magazine
Client
Bookmark, a print magazine agency for Air Canada
Team
Executive Editor, Junior Editor, Project Manager, SEO specialist, dev team lead
Role
Information Architect
The Ask
Bookmark team needed to provide information architecture to Air Canada team for the new design of the magazine.
The story behind
The Bookmark team, being mainly from the print and content world, had already gone ahead to create the visual design layout.When they shared this with Air Canada team, AC wanted to see the information architecture for the web magazine to strategize and create hooks to move the user into the funnel.
Process
The project started with understanding the need from the client, and their project manager. The client team, being from print industry, were not initiated into the technical steps and understanding of the digital field, thus along with the deliverable of information architecture, introducing and educating them on the process, steps and the need for them and how to use information architecture was crucial.
Process Continued
The project started with a workshop with client to define the goals that the digitalmagazine is expected to achieve.
Affinity Mapping during workshop
Goals were then decided on and KPIs were developed.
Goals and KPIs
Process Steps continued
As a next step a detailed content audit was done along with client’s content editor.The content and content grouping had to be redone in a different manner than the print version to satisfy the goals as well as comply with the digital platform.
Content Grouping
Process
Content grouping structure along with the framework above, combined with more categories based on recency, popularity and relevance, will allow content and design team to create infinite combinations based on a variety of user journeys thatwould allow help in achieving the goals defined.
Distribution of Content and Example of User Journeys
Roadmap
Along with the architecture, I also provided a phased approach from a technical standpoint for development that enabled the various features based on the roadmap and priority workshop with various stakeholders.
