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Information architecture refers to the way in which organizations align websites to target specific audiences. It relates to how information is organized on a website and how different pages are linked together. Information architecture is considered to be both an art and science of finding and managing information on a site. Graphic designers, interaction designers and other team members are equally important in designing or improving website usability. Although graphic designers and other specialists are involved in information architecture, their attention is usually focused on specific functions. The rationale of hiring an IA consultant is to ensure that the proposed site is well organized and capable of guiding users to locate crucial information or product in a timely fashion. A well organized site improves user experience and eases the process of product and service searches. This trend often translates into increased number of new and return visitors to a website. A continuous flow of new and returning visitor is likely to increase product sales and customer satisfaction.