7 West Cafe
The Problem
★ How can we enhance content structure and usability for a seamless user experience? ★
The Solution
A refined Information Architecture that improves navigation, content discoverability, and accessibility, addressing user pain points and aligning with business goals.
The Team
Solo Project
Alexis Williams
Project Type
Master’s Level Course Work
INF2170 - Information Architecture
Tools used
Timeline
3 Weeks
Overview
Conducted a content inventory and audit to assess existing IA, redundancies, and inconsistencies.
Developed and documented findings through content audits, metadata reviews, and accessibility analysis.
Synthesized insights into a Prioritized Recommendations Report for improving navigation, alt text, and heading structure.
Conducted closed card sorts to validate proposed navigation with user feedback.
Developed proposed navigation structures, wireframes, and journey maps based on IA findings.
Created a comprehensive content strategy focusing on SEO, accessibility, and content maintenance.
Design Process
Phase 1
Content Inventory
Content Audit (Structure, Duplication, and SEO Review)
Phase 2
User Feedback via Card Sorting
Metadata Analysis
Accessibility Audit
Halvorson-Ranch Checklist
Phase 3
Streamlined Navigation Map
Proposed Content Hierarchy & Journey Map
Wireframes for Key Sections
Phase 4
Prioritized Fixes
Accessibility and SEO Enhancements
Phase 1
Conducted a content inventory using Screaming Frog SEO Spider to capture all pages, metadata, and content types. The audit included key data such as page titles, meta descriptions, word count, broken links, and crawl depth.
Performed a content audit to identify structural issues, outdated pages, and SEO inefficiencies.
Findings:
16 pages were live, but several showed significant content redundancy.
Duplicate page titles on 12 pages (e.g., “Reserve a Table” used repeatedly).
Missing or generic meta descriptions on 10 pages, reducing SEO effectiveness.
Broken or incomplete pages, including multiple 404 errors (e.g., "Order Online" page).
Documented outdated content, such as incomplete event menus and sections last updated in early 2023, hindering user trust and engagement.
Outcome: A clear inventory of content assets and issues, setting a foundation for prioritization and further analysis.
Original Site & Navigation
Competitor Navigation
Phase 2
Conducted a metadata analysis to assess how well titles and descriptions aligned with SEO best practices and user intent.
Findings: Titles lacked specificity, while descriptions were overly generic (e.g., "Get 7 West delivered").
Performed an accessibility audit aligned with WCAG 2.1 AA standards. Key issues included:
Alt text missing for primary images, making content inaccessible to screen readers.
Low color contrast between text and image backgrounds, reducing readability.
Heading structure inconsistencies, causing difficulties in navigation for both users and search engines.
Applied the Halvorson-Ranch Checklist to evaluate the site’s alignment with business goals, content accuracy, and usability.
Findings:
Content partially aligned with business objectives but suffered from poor organization.
Audience needs were not fully addressed due to broken navigation and buried pages.
Outcome:
Identified 12 pages requiring immediate accessibility improvements.
Determined navigation clutter as the most critical issue.
Established key focus areas for the solution: content hierarchy, accessibility, and metadata optimization.
Original Site Structure
Proposed Site Structure
Phase 3
Developed a streamlined navigation map consolidating redundant links and grouping related content into clear categories:
Before: Multiple “Menu” pages (Brunch, Specials, Dessert) cluttered the navigation bar.
After: Unified under one primary “Menu” page with subcategories to simplify user access.
Created a content hierarchy and user journey map to clarify pathways for user goals:
Example: Users seeking “Reservations” would access a refined flow leading directly to the booking system.
Included breadcrumbs to enhance clarity and navigation.
Designed wireframes for key sections (Home, Menu, Contact) with emphasis on:
Reducing content clutter by consolidating duplicate pages.
Highlighting high-priority tasks like viewing the menu, booking a table, and contacting the cafe.
Conducted a card sorting exercise with 9 participants to validate the proposed navigation structure using Useberry.
Results:
80% agreement on the restructured navigation.
Participants suggested clearer grouping between “Special Events” and “Menu” pages.
Outcome:
The proposed navigation map and wireframes significantly improved content discoverability.
The user journey map aligned user needs with site goals, creating a seamless experience.
Card sorting results validated the IA redesign and highlighted areas for minor refinements.
User Research Results
User Journey Map
Phase 4
Compiled a Prioritized Recommendations Report with actionable fixes ranked by impact:
High Priority:
Streamline navigation by reducing redundant links and creating a logical flow (e.g., consolidate “Reserve a Table” pages).
Add alt text for all images and adjust low color contrast to meet accessibility standards.
Medium Priority:
Fix broken links and 404 errors to eliminate dead-end user journeys.
Complete partially built pages like the “Order Online” system.
Low Priority:
Standardize heading structures (H1, H2, H3) to improve readability and SEO.
Increase internal linking to connect related content (e.g., linking “Menu” and “Special Events”).
Proposed accessibility enhancements:
Descriptive alt text for all images, ensuring both accessibility and SEO benefits.
Improved font hierarchy and contrast for WCAG compliance.
Presented findings in a final comprehensive report including:
Proposed Navigation Map
Wireframes for clarity on IA structure.
User Journey Map illustrating improved user flow.
Outcome:
Delivered a clear, actionable plan for improving the site’s IA and accessibility.
Prioritized fixes ensured alignment with business goals, focusing on the highest user pain points first.
Stakeholders received a measurable roadmap to enhance usability, SEO, and content quality, driving better user engagement.
Site Visuals
Delivery & Special Page should be separated for better IA
Contact Us & Work with Us page are not substantially different
Menu is an Image - Accessibility Issue
404 Errors on navigation menu
Book a Table page is blank
Reserve a Table calendar is static and links to nowhere
Conclusion
This project successfully addressed key issues in the website's information architecture by streamlining navigation, improving content hierarchy, and enhancing accessibility. Through a comprehensive content audit, user feedback, and proposed solutions, the redesigned IA ensures improved usability, findability, and SEO performance. Prioritized recommendations provide a clear, actionable path for stakeholders to enhance the user experience while aligning with business goals.