Part 13 - AI-Companion... how do we build a universe of knowledge without chaos?
The more knowledge a website contains, the more important it becomes to organize it in a good way. Without a clear structure, even the best content can be difficult to find. How do we build a website that grows over time, without it becoming cluttered? In this article, we take a closer look at why information architecture is the very foundation of a good knowledge universe.
Magne & the Friend
Magne
Friend...
I've been thinking about something.
If we continue writing for several years...
we can suddenly have a thousand articles.
How do we avoid everything turning into one big chaos?
The buddy
That's the question everyone should ask themselves.
Because the challenge is rarely producing content.
The challenge is to organize it.
A library does not become useful because it has many books.
It will be useful because the books are organized.
Magne
So...
Does a website really need a librarian?
The buddy
Hehe...
Yes.
And that librarian is often called information architecture.
It does not determine what should be written.
It determines how knowledge should be organized, so that people can find it – and see the connections.
Magne
It reminds me of when we built websites in Bærum municipality.
We didn't just discuss which pages we should have.
We discussed where they belonged.
What they should be called.
How they were to be linked together.
The buddy
Just.
And it is often the invisible work that determines whether a website will be easy or difficult to use.
Good information architecture is not about menus.
It's about how people think.
Magne
So...
We don't build folders.
We build logic?
The buddy
Yes.
People don't think in folders.
They think in questions.
Therefore, a good website should be organized around themes and needs – not around the business's internal organizational chart.
Magne
Hehe...
I think many businesses will recognize themselves there.
The buddy
I think so too.
Many websites are built for the organization.
The best websites are built for the users.
Academic specialization
From organizational chart to knowledge map
A common mistake is to structure the website by departments:
Marketing department
HR
IT
Sale
The user rarely thinks like that.
The user thinks:
How do I apply for leave?
How do I choose the right heat pump?
How do I start a sole proprietorship?
How does artificial intelligence work?
That's why good information architecture starts with questions – not with organizational charts.
Two ways to build a website
The organization thinks | The user thinks |
Departments | Need |
Internal processes | Tasks |
Areas of responsibility | Question |
Documents | Solutions |
Services | Help |
Structure | Understanding |
New terms in this article
English technical term | Short explanation |
Information Architecture (IA) | The work of organizing content so that people can easily find and understand connections. |
Categorization | Grouping content by theme or function to make it easier to find. |
Taxonomy | A system for classifying and naming content in a consistent manner. |
Topic Structure | How subject areas are divided into main themes and subthemes. |
Navigation Model | The principles that govern how the user moves through the website. |
User-Centered Design | A method where the users' needs and tasks control how the solution is built. |
Content Map | An overview of all content and how it is connected. |
Navigation Menu Structure | The structure of main menus and submenus on a website. |
Classification | Placing content into correct categories based on common characteristics. |
Cognitive Load | How much mental effort is required to find, understand, and use information. |
We have only just begun.
Magne
Friend...
Now I understand how we organize knowledge.
But how do we know which topics deserve their own main page – and which ones just need an article?
The buddy
Hehe...
There the architect's work begins.
Not with drawing menus.
But with understanding what is a field of study – and what is just a question within that field of study.
It will be the next step on the journey.
Academic background and further reading
This series also builds on my own professional journey through the Web Design study , the eMarketing study , Innovation and Commercialization and professional seminars in San Francisco and Oxford . Here you will find the background, professional environments and experiences that have followed the development from the early years of the web to today's digitalization.
Recommended books from our library
Content Strategy for the Web (2nd Edition)
Author/authors: Kristina Halvorson and Melissa Rach
Short review
How do you create content that actually helps people – and at the same time supports your business goals? Content Strategy for the Web is considered one of the most influential books in the field of content strategy and digital communications. The book shows how good content does not arise by chance, but through a deliberate strategy where user needs, the organization's goals, structure, work processes and management are closely linked.
The authors take the reader through the entire process – from planning and organizing to publishing, managing and continuously improving content on websites and digital services. Although technology has evolved since the book was published, the principles of quality, relevance, management and long-term content work are at least as relevant in an era where search engines and artificial intelligence assess the credibility and usefulness of content.
Why we recommend the book
At The Invisible Capital, we believe that good content is one of the most important forms of invisible value creation. A website is far more than design and technology – it is the content that builds trust, creates great customer experiences and helps people find the answers they are looking for.
This book is perfect for leaders, communications consultants, content producers, web editors, UX designers, and anyone working with digital services. It shows why a clear content strategy leads to better user experiences, more effective interactions, and stronger digital results over time.
In an era where artificial intelligence is increasingly important in how information is discovered, understood, and communicated, this book is more relevant than ever. It reminds us that technology alone never creates value – it is good, structured, and relevant content that makes the difference.
Don't Make Me ThinkAuthor: Steve Krug
Short review
Don't Make Me Think is one of the world's most influential books on usability and web design. Since its first edition in 2000, the book has helped designers, developers, content producers, and managers understand a simple but powerful principle: Good digital services should be intuitive. The user should be able to complete their task without having to stop and think about how the website works.
Why we recommend the book
This is one of the books that has had the greatest impact on my own work with digital services. Over the years – from SAS and the Norwegian Opera & Ballet to working on Bærum Municipality’s website – the principles in this book have been an important reminder that technology is never an end in itself. The goal is to make everyday life easier for the people who use the services. Despite the fact that the book was published many years ago, the message is just as relevant today.
Internet Marketing & eCommerce
Authors: Ward Hanson and Kirthi Kalyanam
Short review
Internet Marketing & eCommerce provides a thorough introduction to how the internet has changed marketing, commerce, and business development. The book combines theory and practical examples in digital marketing, e-commerce, customer behavior, value creation, and digital business models. Although written at a time when the internet was still in its infancy, many of the fundamental principles are still highly relevant.
Why we recommend the book
This book was an important part of my own learning journey in digital marketing and e-commerce. It helped build my understanding of how technology, customer experience and business strategy are interconnected – an insight that later became very important in my work with SAS, the Norwegian Opera & Ballet, Bærum Municipality and eventually the project The Invisible Capital. Many of the ideas about customer value, digitalisation and innovation presented on the website have their roots in the knowledge this book conveys.
The Innovator's Dilemma: When New
Technologies Cause Great Firms to Fail
Author: Clayton M. Christensen
Short review
The Innovator's Dilemma is one of the most influential books on innovation and technological change. Clayton Christensen introduces the concept of "disruptive innovation" and shows how even the most successful businesses can fail when new technologies and business models change the market. Through a series of examples, he explains why established companies often have difficulty adapting to radical change - even when they do "everything right."
Why we recommend the book
This book has had a major impact on how I view innovation, digitalization, and change management. It provided a new perspective on why established businesses are challenged by new players, and why the ability to think differently is crucial in a world characterized by continuous technological development. Many of the reflections in The Invisible Capital on innovation, digital transformation, and value creation are based on the insights Clayton Christensen conveys in this classic.
Mastering AI: A Survival Guide to Our Superpowered Future
Authors: Jeremy Kahn
Short review
Mastering AI takes the reader behind the scenes of the companies and researchers shaping the modern AI revolution. Jeremy Kahn explains how artificial intelligence is developed, the technological breakthroughs that have made today's language models possible, and how AI is impacting business, politics, and society.
Why we recommend the book
A highly relevant book that combines technology, business, and societal development. Perfect for leaders, decision-makers, and anyone who wants to understand where artificial intelligence is headed.
AI Needs You
Author: Verity Harding
Short review
AI Needs You is about why artificial intelligence is not just a technological issue, but also a question of democracy, ethics and social development. Verity Harding argues that the AI of the future must be developed in collaboration with people, governments and business.
Why we recommend the book
An important book for anyone who wants to understand how artificial intelligence affects society and why responsible development will be crucial in the years to come.
The Worlds I See
Author: Fei-Fei Li
Short review
The Worlds I See is the personal story of Fei-Fei Li, one of the world's most influential AI researchers. The book combines autobiography with the history of the development of modern artificial intelligence, showing how research, technology, and human values are closely intertwined.
Why we recommend the book
An inspiring book that provides a unique insight into the development of artificial intelligence through the eyes of one of the field's most central researchers.
© 2025 - 2026 Portico Publish | The invisible capital Privacy and use of the website | Developed and operated by Magne Bjella | Powered and secured by Wix
Comments