Users can take very different journeys within the same domain and every user journey is a narrative in its own right. A consistent structure of the website and its different sections is key to meaningful journeys that are effective and satisfying. Top levels introduce the big idea first and offer choices to proceed. From every level, a journey can proceed horizontolly, i.e. to related aspects, or vertically, i.e. to subordinate levels that provide greater detail. As every level and branch provides a different perspective on the theme, user itineraries can potentially become very complex. For information heavy sites, consider providing tools that allow users “berry picking”, i.e. managing information collected over the course of the journey.