01
Audit
Review existing content, structure, and glossaryNavigationHow users move around a website or product.Open glossary term to understand what’s working and what’s not.
Information Architecture
Structure that makes sense instantly.
No digging. No confusion. Just clear paths through complex content.
HOW I WORK
My approach
Find what is happening, understand where things break down, make the right improvements, then keep refining over time.
02
Structure
Organise content into clear, logical groupings that reflect how users think, not internal teams.
03
Define
Create glossaryNavigationHow users move around a website or product.Open glossary term, glossaryHierarchyHierarchy is the organisation of elements to show importance and guide user attention.Open glossary term, and glossaryLabellingLabelling is the practice of naming content, categories, and interface elements in a way that is clear and meaningful to users. It directly affects how users understand and navigate a product.Open glossary term that make it easy to find and move through.
04
Refine
Test and adjust the structure so it continues to work as content and needs evolve.
Sound familiar?
POOR FINDABILITY
People can’t find things
Even though the content technically exists
NAVIGATION BLOAT
Navigation keeps growing
New sections get added, but nothing is ever restructured
SCATTERED CONTENT
Content is scattered
The same information exists in multiple places, or nowhere clear
GUESSWORK PATHS
Users bounce around
They’re guessing where things live instead of following a clear path
STRUCTURE MISALIGNMENT
Internal teams disagree
Different glossaryMental ModelA mental model is the way users understand how a system works based on their past experiences and expectations. It shapes how they predict interactions and outcomes.Open glossary term of how things should be organised
SEARCH RELIANCE
Search becomes the fallback
Because glossaryNavigationHow users move around a website or product.Open glossary term and structure aren’t doing their job
UNNECESSARY COMPLEXITY
Simple tasks feel complex
Too many steps just to find or complete basic actions
OUTGROWN STRUCTURE
It worked once, but not anymore
The product has evolved, but the structure hasn’t
Can this be fixed? Yes.
01/12
LET'S WORK TOGETHER
Ready to improve your product?
UX, research and product leadership for teams tackling complex digital services. The work usually starts where things have become harder than they need to be: unclear journeys, inconsistent products, competing priorities, or teams trying to move forward without a clear direction. I help simplify the problem, shape the right next step, and turn complexity into something people can actually use.
Previous feedback
I had a fantastic experience working with Andy. One of his most impressive achievements during our time at NHS HEE was masterminding a deeply complex information architecture for a new platform that brought together a large number of legacy websites.
Will Parkhouse
Senior Content Designer
01/20
Proof
Not theory. Already delivered.
Problem
Complex financial journeys lacked clarity
Process
Defined structure across platforms
Outcomes
Improved navigation and usability
Problem
Hundreds of services with no consistent structure
Process
Rebuilt into a single, scalable system
Outcomes
Improved clarity and accessibility
Problem
Disconnected systems across ownership journeys
Process
Defined structure across touchpoints
Outcomes
Created a joined-up experience