Build navigation around how people actually think.
Ira, Decode's information architecture agent, runs card sorts and tree tests to show whether people can find what they need, then proposes a structure that fits.
Customers can't find our returns policy. Where do they look?
Most people look under Account, but it lives under Billing.
Linked to the evidenceTrusted by 150+ brands, including
- Amazon
- HSBC
- KFC
- Accenture
- P&G
- TikTok
- Danone
- LEGO
- ICICI Bank
- The Walt Disney Company
- Airtel
- GCash
- Mondelēz International
- Cipla
- Philip Morris International
- Grab
- Disney+ Hotstar
- Aditya Birla Group
- Haleon
- BPI
- Kellogg's
- IDFC First Bank
- Apollo Tyres
- Duroflex
One question, followed end to end.
Scroll to follow the study from your question to the findings, or choose a step.
IraInformation architectureReal participants. With consent.Put cancellation under Account.
Most people look under Account for cancellation, but it lives under Billing.
Illustrative workflow and sample data · scroll to explore, or choose a step
Watch Ira work. Real people, real signals.
Tests whether people can find what they need, and proposes a structure that matches how they think.
Cards to sort
Account
Orders & returns
Billing & plans
Help & contact
Sample card sort and tree test, with findability per task.
Three answers, each with its evidence.
What Ira tells you, and the evidence behind each answer.
Can people find it?
A findability score for every task, and the paths people take when they get lost.
How people group things
A similarity matrix showing which items people expect to sit together.
A structure that fits
A recommended navigation, built from how your users think, not your org chart.
The right method. A clearer next step.
- The method
- Information architectureCard sorting and tree testing.
- Who takes part
- Your own panel or participant pool, or the Audience Marketplace.
- What Ira needs
- Your sitemap or content list, and the tasks users need to complete.
- Recommended structure
- Similarity matrix
- A findability score per task
From your question to an answer you can act on.
Scroll to follow the study, or pick a step
Customers can't find our returns policy.
Ira picked it up · Information architectureIraInformation architectureInformation architecture
Card sorting and tree testing.
See what you get back.
A sample output from Ira. Every finding links to its evidence, and you can ask a follow-up.
IraInformation architecturePut cancellation under Account.
Most people look under Account for cancellation, but it lives under Billing.
Move “Cancel subscription” under Account and merge Returns with Refunds. Then run a tree test of the new structure against the current one.
“Cancel subscription” is hard to find
Most people look under Account, but it lives under Billing.
“Returns” and “Refunds” read as one thing
In the card sort, most people grouped them together.
Recommended structure
Four top-level sections that match how people think about the help centre.
A specialist. With a team behind them.
Combine agents in one study by asking a lead agent.
TessUsability testing
Finds where users struggle while completing tasks, and ranks the fixes worth making first.
Meet Tess
JoUser journeys
Maps the digital product experience end to end, to find pain points, unmet needs and where to invest next.
Meet Jo
SamResearch synthesis
Answers your question from studies you already ran, before you commission new work.
Meet SamYour sitemap or content list, and the tasks users need to complete.
Find out where people get lost. Let Ira map the way.
Ask Ira and get a structure back that matches how your users think.