

From architecture to digital design. From understanding human needs to products and services people want.
Which brings us to the real beauty of information architecture: There is no predefined starting point. While the traditional UX design process dictates that the IA is built after completing enough user flows; armed with plenty of user and competitive research, it can also be the first thing done… or the last. The prototyping process often brings up information on how certain behaviors or actions should occur that would be hard to imagine from a logical or unimaginative IA.