Hari Srinivas
	Policy Analysis Series E-090. June 2015.

The information design cycle provides a systematic way to move from raw data to actionable insight. It emphasizes understanding users, refining presentation, and using feedback to create clarity and understanding ? the moment when users experience an 'A-ha!' of comprehension.

Based on a user-needs assessment, information is collated and analyzed to build patterns. The iterative process is repeated by incorporating feedback and review it until it matches the needs of the user.

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Pre-Cycle: Define Purpose and Audience

What is the purpose of the actions? Who will be audience?

Begin by clearly defining what the information is meant to achieve and who it serves. Identify usersf goals, information needs, and decision contexts. Clarifying this purpose early prevents data overload and keeps later design stages focused on what matters most.

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Find Information

Use both primary and secondary sources. Evaluate credibility, bias, and timeliness. Consider open data, citizen-generated content, or crowdsourced information where appropriate.

Where is information available? Who has it? How will it be used?

In this first stage we prepare to find information by learning about user and target audience - who are they, what are their activities, what kind of decisions they take, what information they need for the decisions, etc.

We then look at sources of information, and the quality and quantity of information that matches the needs of the user. It will also be necessary to look at the timeliness and trustworthiness of information necessary.

It is critical to remember that the information needs of the user may change over time and at different stages of the decision-making process.

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Collate and Analyze

Go beyond data aggregation - identify trends, anomalies, and relationships. Visualization and mapping tools can help reveal hidden patterns.

How can we match user needs with information available?

Information collected is matched with users' needs by identifying the strengths, weakness, opportunities and threats (commonly called the SWOT analysis methodology).

In this stage, the information is analyzed for the relative advantages it offers, the action it enables, the improvements can be implemented, the opportunities made available, and the obstacles faced.

At this stage, information is only comprehended and categorized for later use. This analysis is essentially non-judgmental and seeks to understand the context where the information is to be used.

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Build Patterns

Translate analysis into meaningful structures ? narratives, models, or conceptual maps. Ask - what story does the information tell? - to make complexity manageable.

What are the interlinakages between the different pieces of information?

This is where the interlinkages between the different categories and pieces of informantion is identified. There are always problems-behind-problems (that is, a 'visible' problem that is actually caused by another 'invisible' problem), and there are solutions-for-solutions (that is - solutions that lead to more solutions). The collected information should illustrate and relate to such problems and solutions.

The patterns of interlinkages between the different pieces of information highlight such cause-effect relationships. Flowcharts, framework and outlines are created to illustrate these relationships, and identify key points / themes that need to be emphasized.

Pertinent information is hen used to flesh out the outline.

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Feedback and Review

Test drafts or prototypes with representative users. Gather reactions not only to accuracy but to clarity, tone, and emotional resonance.

What enhancements can be envisaged to the info patterns?

A focus group created out of the end-users is created to review the information patterns created in the previous stage. This is important to make sure that the information collated meets the needs of the users.

It also enables channels of information flow to be created to ensure that timely and current information is delivered to the user continuously.

The focus group provides feedback and suggestions for improvement so that the cycle can be improved further. Iteration The information design cycle may be repeated several times iteratively, based on the feedback and review obtained from the focus group, until it meets the users needed requirements.

This is indeed a continual process where new information and changing needs of the user require further analyses and pattern building. This is done in close consultation with the focus group, or directly with the end-users themselves.

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Delivery to User

Choose formats and channels that best match user contexts ? print, web, dashboard, mobile. Ensure accessibility for users with disabilities and multilingual needs.

How is the information actually delivered to the user?

The delivery of information to the user should be done carefully - at the right time, to the right user, at the right time and at the right level of governance.

This is critical to ensure that the right decisions are ultimately taken and implemented.

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Post-Cycle: Evaluate and Learn

After delivery, monitor how users interact with the information. Did they understand it easily? Did it influence decisions or behavior? Document lessons learned for the next iteration. This closes the loop and strengthens the next cycle.

Where is information available? Who has it? How can we match user needs with information available? What are the interlinakages between the different pieces of information? What enhancements can be envisaged to the info patterns? How can the products developed be improved further? How can the info products be delivered to the user? These are some of the questions that are covered in the cycle.

The Information Design Cycle is not a linear checklist but a learning process. Each iteration builds better understanding between information creators and users, turning data into shared insight - the true 'A-ha!' moment that drives effective communication and decision-making.

Ultimately, the information cycle illustrated above is an aid to decision-making, of understanding what and how information is used by the target users, and developing a channel to deliver it to the user.

It should make the 'a-ha!' - a spark of insight and inspiration - happen for the user so that the right decision can be taken at the right level at the right time.

ANNEX: Tools and Techniques There are a number of visualization tools that can be used for information design. These include, (but not limited to): User personas and empathy maps: These tools create fictional characters that represent different segments of your target audience, capturing their demographics, needs, motivations, and pain points. Empathy maps complement personas by visually exploring what users think, feel, say, and do, helping teams design with user-centered insights. Journey mapping and storyboarding: Journey maps outline the step-by-step experiences a user has while interacting with a product or service, highlighting emotions, touchpoints, and potential pain points. Storyboards take this a step further by illustrating these experiences in a sequential, visual narrative, making scenarios easier to communicate across teams. Information architecture diagrams: These diagrams organize content and functionality, showing the hierarchy, relationships, and navigation paths within a system or website. They help ensure that users can find information efficiently and that the structure supports usability and clarity. Prototyping and usability testing: Prototyping involves creating interactive mock-ups of products or features to explore design ideas before full development. Usability testing evaluates these prototypes with real users to uncover issues, validate assumptions, and guide design improvements. Visualisation tools: Visualization tools convert complex data, concepts, or processes into graphical formats like charts, diagrams, or infographics. They enhance understanding, reveal patterns, and make information easier to communicate to diverse audiences.

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