Information architecture or shortly IA is the art of organising the content in a logical and user-friendly way. If the IA is done right the user can easily navigate through the product you are designing.
We can find the roots of Information Architecture back in library science and cognitive psychology. Imagine yourself as a digital librarian – in other words the information architect organises content across digital product. Main questions which should be asked are:
Where should go what information?
How important elements should be prioritised?
The most crucial purpose of IA is to help user find exactly what she need quickly and easily. If for example a website is tricky to navigate through, the user will soon give up and leave. It is crucial that the Information Architecture is logical and user-friendly.