Information Architecture Redesign for Disruptive.io
Conducted a comprehensive IA audit using tools such as Screaming Frog, card sorting and tree mapping. The redesigned IA delivers clearer navigation, a dedicated “Work” hub, simplified labeling, and a more cohesive storytelling structure across the site.
Proposed redesign
Awareness: Refresh homepage with modern visuals, clear CTA, and updated hero images.
Consideration: Organize product categories with cleaner labels and improved navigation flow.
Conversion: Redesign product pages with clearer photos, structured information, and simplified ordering.
Retention: Add confirmation page improvements and clearer follow-up cues to encourage return visits.
Crawl Analysis Using Screaming Frog
Used Screaming Frog to crawl the entire site and map its structure.
The data showed that project pages were buried deep, lacked cross-linking, and were nearly impossible to reach from the homepage or Services.
Proposed Information Architecture Improvements
1. Rebuild the Navigation Structure
Add a top-level Projects/Work hub
Ensure Services, Work, About, and Contact exist at the same hierarchy level
Improve cross-linking between Services → Projects → About
2. Strengthen Storytelling and Discoverability
Connect case studies to related services
Add clearer section labels and consistent H1–H3 hierarchy
Reduce crawl depth for project pages
3. Improve Mobile Experience
Replace the “Technology Disrupted” placeholder with a functional mobile layout
Add a clear hamburger menu with mirrored desktop navigation
Optimize spacing, readability, and visual hierarchy for small screens
4. Balance Top-Down and Bottom-Up IA
Top-down: clarity around core services
Bottom-up: strong project pathways and portfolio browsing
Support both business clients (task-driven) and creative peers (exploratory)