User experience research, site analytics, site owner interviews, and analysis helps to inform an IA structure that will be used for wireframe and prototyping. IA is the science and art of defining a structure, organization, navigation, labeling, and indexing of a website.

The goal of developing IA is to create a comprehensive site taxonomy that will apply to most aspects of a user’s experience. We strive to understand the current environment and any challenges of the website in order to develop strategies that will increase effectiveness.