Each step of the process may force a rethink in the site's purpose. In the MuniMall project, we had to consider input from a variety of sources, and as a result, the site's purpose changed from being an all-encompassing portal, as first conceived, to an education and research facility, as it is now conceived . Identify the Client's 'Vision' Information architect's work for a person or group of people referred to as the 'client'. But what all clients have in common is a concept or vision of what they think the website should look and feel like. Clients sponsoring a site for the film industry, for example, will want a very visual and animated site.
Government agencies tend to prefer a more businesslike approach.
It is not always possible to identify common elements. The 'audience' of a web site is the group or groups of people who will actually use the site. It is important to identify an audience because it will be important to determine what people will want to do when they're on the site. If, for example, people will visit the site daily for news and current events, then this information must be easily accessible, and not buried in some deep recess. Often, there will be more than one audience.