The Importance of Information Architecture

I don't know anyone who calls themselves on information architecture. Except me. You've just met one. There definitely are people around still with that kind of detail focus and skills. It's maybe not seen as necessary to bring in the information architect specialists as a job, when you already have the grocery categories on your e-commerce site. I'm thinking, you know, sometimes people aren't trying to fix the fundamental problems as well. We sell those kind of flashier, more fun, more innovative projects.