To put it simply, a product’s Information Architecture is the only part of a product you really own. The User Interface is simply a rendering of what you own and the System Architecture is that machine that executes what you own. Our goal in placing an emphasis on Information Architecture in the design process is to help you define and capture your company’s unique business logic in ways that withstand technological change. Products designed in this manner allow changes to both the User Interface and the System Architecture without the cost and inefficiencies of redesigning entire systems. This positions you to not only make changes faster than your competitors, but to define the direction of your market.