Information Architecture:

As information proliferates exponentially in the business and you require a strong online presence to support users, usability becomes a critical success factor for websites and software applications. For meaningful user experience, it is important to present information that makes sense to users. Information Architecture (IA) is about structuring information so that users can make sense out of it. IA is about helping users find information, search & get desired results, make it intelligent guesses about how things are organized and find your way through it.

In a sense IA is about finding your way through an unfamiliar city with a map & street signs for your reference. Designing an ideal IA for an information product is metaphorically similar to site map with clear instructions to navigate through its various features. When it's easy to find information on your website, people will buy more or spend more time. When it's easy to find information using your product, end users will save time and have the knowledge they need.

An effective information architecture comes from understanding business goals, user goals and product functionality. Striking a right balance between the three aspects is key to intuitive information architecture. Typical output of IA exercise – this is not screen design, but organization of functions & overall navigation structure.