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discussion. I think you are going to get a really excited PM if this is what
you present to them.
Just to round off this case study, I went into Amazon the other day
and it is still a hectic place, but they have changed the words from "Great
buy" to "Frequently bought together". They have weeded their garden to
create more space around the feature, so who knows, maybe an
Information Architecture got in their ear over the last 21 years to ensure
that though decisions were a little bit more intentional. One can only
hope. Also, side note, they tried to upsell me from $23 to $102 which is
outrageous.
Earlier, I mentioned that apart from PMs, the other barrier that can
exist to getting IA work done is lack of ownership and the confused
triangle is back to ponder that question "Who owns the IA?" I groan
whenever I hear someone say "Everyone owns it" because as we know, if
everyone owns it, then no-one will own it. I guess my answer is a bit of a
cop out too but the reality is, to make IA a normal part of that product
development, life cycle, somebody needs to champion it and I think
product managers, as generalists, are not the right role for this but I think
we can be a really strong advocate. I think there is a really strong case
for designers, researchers, product marketing as specialists in this area,
so my suggestion is one of these faculties can own this or find those
individual champions, as long as someone does it, but that is just an
opinion, I am happy to debate that one.
The role of championing Information Architecture about in sense is
about bringing awareness to it. The suggestions on the screen, sharing
examples with the company, telling a good story, getting stakeholders
involved, those are general pieces of advice and I would be telling you
that anyway, but I think the difference with Information Architecture is
that many people don't realise an IA problem when they see it. It is one