IA structures information in a clear and logical way. It helps users navigate complex sets of information to allow them to understand where they are and where the information they want is, in relation to their current position.
Living in such a fast paced world, users expect to be able to find information imminently with little effort, therefore it is vital that the process of finding information is not too complicated or too slow as this could mean that you could then lose that user. Successful IA results in the creation of site maps, hierarchies, categorisations, navigation, and metadata. By effectively achievement this, IA makes it possible for a user to focus on their tasks, not on finding their way around.