The martec: Information Architecture – Achieving Product Design Goals with UX

Originally published: The martec, 9 April 2019

When talking about user experience (UX), it’s a mistake to condense the domain into the concept of “making things beautiful and easy for the end user.” In reality, optimal UX in product design deals a lot with underlying data, workflows, and component interaction –  what’s known as information architecture (IA).

Mat Rutherford, Head of Experience at Pureprofile is leading the charge in reimagining this innovative consumer insights platform, going through “the process of rebuilding our holistic platform experience including the consumer facing web and mobile apps, to be user-centric and absolutely focussed on the experience.”

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