Architecture, structured so people can find what matters.

Information architecture is product strategy in disguise.

Every IA decision (what to group, what to separate, what to label what) is a bet on what the user is trying to do and how the business wants to be understood. Done badly, IA quietly bleeds engagement and conversion. Done well, it's invisible: people just find what they need.

I pair top-down strategic IA (sitemaps, taxonomies, governance) with bottom-up evidence (card sorting, tree testing) so the structure is both defensible and demonstrably learnable.

The IA work I deliver.

• Sitemap design: Top-level and detailed sitemaps that visualize content hierarchy, navigation paths, and cross-linking strategy.
• Taxonomy & metadata models: Controlled vocabularies and metadata schemas that make content findable across search, filters, and recommendation surfaces.
• Navigation models: Primary, secondary, utility, and contextual navigation systems designed for the way users actually move through the product.
• Card sorting: Open and closed card sorts, remote and in-person, that surface users' natural mental models of the content domain.
• Tree testing: Findability validation that pressure-tests a proposed IA before a single page gets designed.
• Naming conventions & labeling systems: Pragmatic label sets, ground-truth tested with target users, that resolve internal jargon debates with evidence.

Reach for IA work when…

• The site or product has outgrown the navigation it was launched with
• Users can't find content the analytics say they're looking for
• A merger, rebrand, or major content infusion is about to land
• Multiple teams are publishing without a shared structural spine

IA in practice.

On NissanUSA.com I led IA restructuring across the shopper journey. On UPS I contributed to enterprise-scale IA governance for a multi-property digital ecosystem.