Information architects design the user's experience as he travels through a Web site. During the first few months after she joined GoTo Auctions, Link had been increasingly involved with information design and user-interface questions. With this user-centric approach, Link knew she could find out why users didn't like AuctionManager and determine what could be done to improve it. At her request, she became GoTo Auction's first information architect. The goal is to identify the ideal user experience and specify what it will take to create that.
Information architecture is a new profession that's gaining recognition.
Like GoTo Auctions, many companies create the title only after someone on staff discovers that an information architect is needed. Others know that's what they need and specifically recruit for that position. Complex e-commerce sites with many different products are especially likely to recognize the value of information architecture. A related position called user interface designer or user interaction designer performs a similar function but at a less strategic level. Information architecture tends to be concerned with the whole, the structure of a site.