What is Information architecture?
Information architecture is the way content and features in a website or app are organized, labeled and connected so people can find what they need. It covers navigation menus, page hierarchy, categories and search, and is usually planned before visual design begins.
Why it matters for your business
When users cannot find a product, policy or form, they leave or call support. Clear structure lowers support load and lets a site grow without becoming cluttered.
A manufacturer with 400 product pages reorganizes its catalog by application instead of internal part codes, after card sorting shows customers look for products by the problem they need to solve.