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Information Architecture is a discipline, which aids in finding the required information by providing a holistic view and lets your end-users know where they are on your website. IA is not a fluke, yet businesses majorly rely on IMO method - "in my opinion" for structuring their application or product. If your customers cannot find the information they need or are unable to complete their desired tasks, then the drop-off rate increases, which makes your organization's revenue ebb to a new low. Creating an effective Information Architecture is just as important as designing your product's visual identity and interactions. It does not matter how great your product or site looks or how seamless its interactions are if your end-users are not able to find the required information. Last, but not the least this paper has set up the stage and now, it is time for you to delve into the guts of IA. Therefore, roll-up your sleeves and dig in.