Information architecture, or IA, is the art and science of expressing a model or concept for information and is utilised to design and plan websites which, like architecture itself involves technical, aesthetic and functional criteria. As in traditional architecture, the focus is on the web user and the user's requirements. This requires particular attention to web content, usability, interaction design and web design. For effective Search Engine Optimisation it is also necessary to have an appreciation of how a single website relates to the World Wide Web.
In my roles as Web Design Manager for BSkyB and as a Creative Director for a digital agency I have worked on the architecture of many online productions.