May 26, 2015
4 min

Are small links more attractive to people as icons or text?

"Dear Optimal Workshop
How do you make a small link attractive to people (icon vs. text)?"
— Cassie

Dear Cassie,

I'm going to dive straight into this interesting question with a good old game of Pros and Cons, and then offer a resolution of sorts, with a meandering thought or two along the way. Let's kick things off with Team Icon.

The good side of icons: A picture is worth a 1000 words

When shopping online, the number above the little shopping trolley icon tells me how badly behaved I’ve been, and if I click on it, I know I’ll get to gleefully review all the shoes I've selected so far. There’s a whole heap of icons out there like this that people have absorbed and can use without thinking twice. Marli Mesibov wrote a fantastic article on the use of icons for UX Booth on the use of icons that is well worth a look. Marli discusses how they work well on small screens, which is a definite bonus when you’re on the go! Young children who aren’t yet literate can easily figure out how to open and play Angry Birds on their parent’s smartphones thanks to icons. And icons also have a great capacity for bridging language barriers.

The not so good side of icons: We’re too old for guessing games

On the flipside, there are some issues that may huff and puff and blow that cute little home icon down. Starting with there being no consistent standard for them. Sure, there are a handful that are universal like home and print, but beyond that it seems to be a free-for-all. Icons are very much in the hands of the designer and this leaves a lot of room for confusion to grow like bacteria in a badly maintained office refrigerator. Difficult to understand icons can also seriously hinder a user’s ability to learn how to use your website or application. When icons don't communicate what they intend, well, you can guess what happens. In a great piece advocating for text over icons, Joshua Porter writes about an experience he had:

"I have used this UI now for a week and I still have do a double-take each time I want to navigate. I’m not learning what the icons mean. The folder icon represents 'Projects', which I can usually remember (but I think I remember it because it’s simply the first and default option). The second icon, a factory, is actually a link to the 'Manage' screen, where you manage people and projects. This trips me up every time."

If people can't pick up the meaning of your icons quickly and intuitively, they may just stop trying altogether. And now, over to Team Label.

The good side of text: What you see is what you get

Sometimes language really is the fastest vehicle you've got for delivering a message. If you choose the right words to label your links, you'll leave the user with very little doubt as to what lies beneath. It’s that simple. Carefully-considered and well-written labels can cut through the noise and leave minimal ambiguity in their wake. Quoting Joshua Porter again: "Nothing says 'manage' like 'manage'. In other words, in the battle of clarity between icons and labels, labels always win."

The not so good side of text: Your flat shoe is my ballet pump

Text labels can get messy and be just as confusing as unfamiliar icons! Words and phrases sometimes don’t mean the same thing to different people. One person’s flat enclosed shoe may be another person’s ballet pump, and the next person may be left scratching their head because they thought pumps were heels and all they wanted was a ballet flat! Text only labels can also become problematic if there isn’t a clear hierarchy of information, and if you have multiple links on one page or screen.  Bombarding people with a page of short text links may make it difficult for them to find a starting point. And text may also hold back people who speak other languages.

The compromise: Pair icons up with text labels

Because things are always better when we work together! Capitalise on the combined force of text and icons to solve the dilemma. And I don’t mean you should rely on hovers — make both text and icon visible at all times. Two great examples are Google Apps (because nothing says storage like a weird geometric shape...) and the iPhone App store (because the compass and magnifying glass would pose an interesting challenge without text...):

When text and icons wins

So what comes next? (You can probably guess what I'm going to say)

Whatever you decide to run with, test it. Use whatever techniques you have on hand to test all three possibilities — icons only, text only, and icons and text — on real people. No Pros and Cons list, however wonderful, can beat that. And you know, the results will probably surprise you. I ran a quick study recently using Chalkmark to find out where people on the ASOS women's shoes page would click to get to the homepage (and yes, I can alway find ways to make shoe shopping an integral part of my job). 28 people responded, and...

Chalkmark first click text

...a whopping 89% of them clicked the logo, just 7% clicked the home icon, and just one person (the remaining 4%) clicked the label 'Home'. Enough said. Thanks for your question Cassie. To finish, here's some on-topic (and well-earned) comic relief (via @TechnicallyRon)

When icons go wrong
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Navigating the Complexities of Information Architecture vs Data Architecture

Thanks to an ever-growing digital world, businesses are spoiled for information and data. The more complex the business, the more information there is and the more complicated the business requirements are. But where there are challenges, there is opportunity. That’s where information architecture and data architecture come in.

Information and data architecture both seek to make sense of the plethora of information a business handles. However, the two have different roles to play in the way businesses use, move, maintain, and present data - both to internal and external stakeholders. So what are they and why should businesses take note?

Defining Information Architecture 🗺️

Information architecture is the structure used to organize and label content on websites, mobile applications and other digital environments. Its primary purpose is to enhance user experience by ensuring information is structured in an accessible, usable and relevant way.

Information architecture seeks to understand user needs and goals by analyzing both existing and required information, then building an information framework in a logical and user-friendly way. It deals with three main components:

  • Labels: How information is represented
  • Navigation: How users make their way through the information
  • Search: How users look for information

Whilst this information sits in the background, it’s the layer upon which you build the design of your digital products.

Information architects bring data from file systems and databases to life by building meaningful narratives and stories. Outputs can include site-mapping, information architecture diagrams and content inventories. These outputs are supported by user research techniques such as card sorting, tree testing, user surveys and first-click testing.

Defining Data Architecture 💻

Data architecture bridges the gap between business needs, goals, and system requirements related to data handling. It sets out a framework for managing data assets, the flow of data and the maintenance of data systems. As such, it has a slightly more macro view than information architecture and concerns itself with emerging technologies such as artificial intelligence, machine learning, and blockchain.

Where information architecture centers around the end-user interaction, data architecture centers around practical handling and operation of data processes i.e. collection through to transformation, distribution, and consumption. Because of this, data architecture must take into account the businesses ability to scale operations, integrate with third party systems, support real-time data processes and the reduction of operating costs. Modern data architecture may point to artificial intelligence to tackle some of these challenges.

The Importance of Enterprise Architects in Information and Data Architecture 🏗

Enterprise architects are big-picture people. Data architecture and information architecture both fall within their remit, and they often oversee other data management job specialities within an IT department.

As a leader (and often, visionary) within a business, enterprise architects shoulder the responsibility of ‘mission critical’ projects. As a result, they tend to have several years experience with IT systems, backed by a bachelor’s degree in computer science, IT management, data science or similar. Many will hold a master’s degree and specialty certifications.

The role involves collaborating with senior business leaders, solution-delivery teams and external stakeholders, and requires creative problem solving and excellent communication skills. Therefore, enterprise architects very much steer the ship when it comes to information and data architecture. Combining high-level business strategy with knowledge of ‘the nuts and bolts’ of IT data systems and processes, they command an annual salary in New Zealand between $150,000 and $200,000 per annum..

Continuous improvement within any business that has substantial IT infrastructure calls for serious investment in enterprise architecture.

Designing and Implementing an Effective Information and Data Architecture 𝞹📈🧠📚

Once overarching business goals are aligned with the scope of data and system requirements, information and data architecture design (or redesign) can begin.

Crucial to the design and implementation process is developing an architecture framework. This is a set of guidelines that lays out principles, practices, tools and approaches required to complete the design. It supports system design decisions, assigns key tasks and provides project guidance throughout the design process. The framework essentially aims to unite disparate teams and maintain business and IT alignment.

The choice of architecture design is also critical. It should consider scalability, performance, maintainability and adaptability to emerging technology. Which is why cloud platforms feature so heavily in modern data architecture. Cloud architects will navigate the architecture design and technical requirements of cloud-based delivery models, which offer the solution to those scalability and adaptability challenges. They are responsible for bridging the gaps between complex business problems and solutions in the cloud. Modern data architecture tends to involve some form of cloud delivery component.

Throughout implementation, data and information architects will work closely with designers and engineers until testable architecture is ready. User research and testing will be carried out, and a feedback loop will commence until requirements are met. Users, as always, should be at the center of your digital product.

Summing Up the Complexities of Information and Data Architecture 🧮

Whilst the difference between information and data architecture can appear nuanced on the surface, they hold unique roles when delivering a cohesive, user-friendly digital product.

Think of a sliding scale where business operations sit at one end, and users sit at the other. Data architecture addresses challenges closer to the business: aligning business requirements and goals with how data flows through the system. On the other hand, information architecture addresses the challenges related to how this data is organized and interpreted for the end user.

At the end of the day, both information and data architecture need to work in harmony to satisfy the user and the business.

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CRUX #6: Information architecture in unexpected places

According to Abby Covert, author, teacher and community leader in the field of information architecture (IA) : ‘IA is the way we arrange pieces of content to make sense when experienced as a whole. By this definition: there is information architecture in everything. Mindblown?’

😮 (That’s a resounding yes from an IA rookie like me.)

In this issue of CRUX we go in search of information architecture and have some surprising encounters in the worlds of emoji, elevators, walking tracks, games and more. We meet UX designers, developers, researchers and even a Senior Park Ranger. It seems you can have your ‘IA hat’ on without even realising it. That’s the power of information architecture.

Some highlights from this issue:

  • UX research and strategy specialist, Q Walker explores the world of emoji from an information architecture perspective and sparks curiosity along the way. Have you ever wondered why clock emojis are organized under travel and places? 🤔
  • We talk to Senior Park Ranger David Rogers about the thinking behind creating and building New Zealand’s national walking track network and reveal how information architecture can also live ‘in the wild’.
  • UX developer Ben Chapman delves into the classification systems of libraries over time and ponders the pros and cons for users of moving information online.
  • We talk to Sam Cope, Lead UX Designer at Wētā Workshop’s Interactive division about what it takes to drive design decisions with the end user in mind - something crucial for any video game’s success, whether it’s a blockbuster or something more niche.
  • And much more about information architecture in unexpected places….

The stories and people in this issue of CRUX certainly captured our imagination and attention - we hope they inspire and even surprise you too.

Get comfortable and settle in for a great read. Welcome to CRUX #6.

A plug for the next issue

Do you have a burning idea to share or a conversation you’re dying to kickstart that’s of interest to the world of UX?  Now’s your chance.  We’re already on the lookout for contributors for our next edition of CRUX for 2022.  To find out more please drop us a line.

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Optimal Workshop's core values: The foundation of our success 🧱🔥

In the fast-paced world of tech startups and scale-ups, having a strong set of core values is crucial for sustainable growth and success. As the CEO of Optimal Workshop, a best-in-class research and insights platform, I've learned firsthand the importance of establishing and nurturing the right company culture. Today, I'd like to share our journey of revisiting and refining our values, and how these principles are shaping our path forward.

The power of values in leadership 🫶

This is my third run as a CEO, following leadership roles at the digital consultancy Tigerspike and the EdTech company Education Perfect. Each time, I've faced the challenge of taking the business to a whole new level. From experience, I've learned that this transformation begins with getting all the right pieces in play for future growth.

At Optimal Workshop, we've been busy laying the groundwork for our next phase of expansion:

1. Forming a new leadership team

2. Launching a fresh brand identity

3. Developing a new strategy and product direction

4. Introducing our refined team values

These elements, particularly our values, are not just words on a wall. They underpin our future way of working and set the standard for the behaviors we expect from every team member. By doing so, we're creating a culture of high performance with solid foundations to build upon and scale globally.

Our core values: The heart of Optimal Workshop 💖

In April 2024, we embarked on a journey to revisit and refine our company values. This process was collaborative and thoughtful, involving input from team members across all levels of the organization. The result is a set of four core values that truly represent who we are and who we aspire to be:

1. Live in our customers' shoes

At Optimal Workshop, we believe that our success is intrinsically tied to the success of our customers. This value emphasizes empathy, understanding, and a customer-centric approach to everything we do. Team members who embody this value:

  • Deeply understand our products and champion user research and data-driven methodologies
  • Go above and beyond to support our customers, ensuring they derive maximum value from our products and services
  • Show a profound understanding of customer pain points and challenges, always seeking ways to enhance the customer experience
  • Prioritize customer satisfaction and strive to provide the highest level of service in all their endeavors

2. Own it

We take pride in our expertise and resilience. This value is about taking initiative, holding ourselves to high standards, and fostering an environment of trust and commitment. An "Own It" mindset means:

  • Demonstrating reliability and accountability, stepping up to challenges and delivering on promises
  • Being solution-focused, supporting others, and finding the best outcomes for all stakeholders
  • Bringing a high level of quality to daily work, advancing projects while maintaining excellent standards
  • Communicating openly and transparently, and professionally challenging the status quo when necessary

3. Game On!

In the dynamic world of tech and user research, adaptability and continuous learning are key. Our "Game On!" value encapsulates our readiness to pivot, our curiosity, and our commitment to constant improvement. Team members who exemplify this value:

  • Demonstrate the ability to change direction quickly and adapt to new circumstances
  • Actively contribute to discussions, ask insightful questions, and share information effectively
  • Continuously learn and challenge the status quo, always seeking innovative ways to improve our processes and offerings

4. In It Together

Last but certainly not least, we believe in the power of collaboration, mutual support, and compassion. This value underscores our commitment to fostering a positive, respectful work environment where everyone can thrive. "In It Together" means:

  • Creating a collaborative work environment and showing respect to all team members and individuals
  • Bringing colleagues and customers together to achieve better results and reach common goals
  • Demonstrating honesty, transparency, and integrity in team settings
  • Speaking openly but respectfully, always listening actively, and being present and ready to participate

Celebrating our values in action 🥳

To bring these values to life, we recently celebrated our inaugural Value Awards. It was inspiring to see team members being recognized for exemplifying these principles in their daily work:

These winners have set a great benchmark for all of us to follow, showing how our values translate into tangible actions and outcomes.

Looking ahead 🔭

One of the most crucial lessons I've learned as a CEO is the immense value of establishing clear core values and guidelines early in a company's journey. When these fundamental pieces are in place, scaling becomes not just easier, but significantly faster – especially when it comes to global growth. 

By setting these core values and guidelines early, we've created a strong foundation that will enable Optimal Workshop to scale more efficiently and effectively on a global level, maintaining our identity, culture, and high standards of performance, no matter how large we become or how far we expand geographically.

Here's to the journey ahead – onwards and upwards, across borders and beyond!

Alex Burke

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