Visitors find things without searching
Navigation and page relationships are defined around what people look for, so the right page is reachable from where they start.
Organise products, collections and filters around shopping decisions.
We map the ecommerce catalogue and page relationships so shoppers can narrow the range without getting lost in duplicate categories. The architecture defines navigation, product attributes, useful collection pages and their URL behaviour.
A few clients we’ve worked with
What we do
Information architecture for ecommerce businesses: catalogue hierarchy, filter and variant structure, URL and navigation map.
What information architecture needs to account for.
A filter value and a useful collection page are not automatically the same thing.
Products can belong to several collections without needing duplicate product URLs.
Variant selection needs clear product relationships.
What structure does for a growing site.
Every site works at twelve pages. The structure decides whether it still works at eighty, once the company has added two products and a resource library.
New content has a home
A defined content model means the next service, case study or guide goes somewhere obvious instead of into the menu.
Internal links do real work
Deliberate relationships between pages help both buyers and search engines understand which pages matter.
Information architecture scope.
Plan catalogue hierarchy, filter and variant structure and URL and navigation map as connected parts of the engagement.
Catalogue hierarchy
Group products using meaningful customer distinctions. Define category and collection roles without reproducing every internal inventory label.
Filter and variant structure
Identify attributes that help narrow the range and options that belong on a product. Record combinations that should not create independent pages.
URL and navigation map
Specify breadcrumbs, collection links and stable product paths. Plan the relationship between filtered views and indexable landing pages.
Selected website projects across our wider practice
All case studies
“What I appreciate most is that the team always communicates openly and stays honest throughout.”
“They delivered what they said they would, on time.”
“They met all our expectations by providing great strategies based on our needs.”
Information architecture deliverables.
The agreed information architecture scope is documented in the following work products.
- 01
Sitemap with individual page purposes
- 02
URL, breadcrumb and internal-link map
- 03
Content-model and publication rules
Our process
How we approach information architecture.
Inventory the range
Review product relationships and attributes alongside the questions shoppers use to narrow their choice.
[ 01 ]
Design catalogue navigation
Map categories, collections, filters and variant controls with distinct purposes.
[ 02 ]
Resolve URL behaviour
Agree product paths, breadcrumbs and which useful collections warrant indexable landing pages.
[ 03 ]The people who do this work.
No account layer between you and them. These are the Norml specialists this work runs through.
Max Tymoshyn
Founder & Architect
Zhenia Mohyla
Co-founder · Design & Strategy
Ira Kandaurova
UI/UX Designer
Let's chat
“I've spent 10 years working across development and marketing. I started as a developer, but design, SEO and advertising were already part of the job. That taught me to treat a website as one system: the business, the content, the design and the code have to work together. At Norml, I lead the architecture behind our work and stay involved wherever strategy, design, development and search meet.”
Max TymoshynFounder & Architect
Get startedInformation architecture for ecommerce businesses: questions.
Should every filter combination be indexed?
No. Most combinations are navigation states. Separate landing pages need a useful purpose, sufficient products and maintainable content.
Can we keep existing product URLs?
Yes, where they remain suitable. The map records any necessary changes and the corresponding redirect decisions.
Discuss information architecture and the requirements behind your store.