Information architecture is the backbone of the user experience, as it shapes how content is organised, how products are grouped, and how easily people can move from interest to action. When IA is weak, even beautifully designed pages struggle because users feel lost, overwhelmed, or unsure where to go next. When it’s strong, the experience feels obvious and effortless.

Amazon invests heavily in IA because product discovery at scale depends on clear structure more than visual polish. At Suplex, we usually spend two to three weeks designing information architecture before visual design begins, so every screen is built on a solid foundation. If you want to remove friction early and set your UX up for better conversions, talking with our experts at Suplex is a smart place to start.

Most websites are structured around internal teams and product lines, but in reality, their users don’t think that way. They arrive with goals, questions, and problems they want to solve. Structuring around user intent means starting with those goals and organising content and features around the paths people naturally expect to take.

Airbnb is a good example of this approach. Its navigation is centred around trips and stays, not around how its internal organisation is set up. At Suplex, we usually spend around two weeks designing intent-led information architecture based on real user goals. If you want your site structure to mirror how customers actually think, having a conversation with our experts at Suplex can help align that foundation.

When information architecture isn’t working, users start showing you through their behaviour. High bounce rates, people jumping back and forth between pages, heavy reliance on search, and low product discovery are all common signals. It usually means users don’t understand where things live or how to move forward.

eBay redesigned its information architecture after identifying widespread navigation confusion that was hurting discovery and engagement. At Suplex, we typically spend one to two weeks diagnosing IA issues by looking at behaviour patterns and site structure together. If you suspect your site’s structure is holding users back, speaking with our experts at Suplex can help pinpoint what’s broken and why.

Scalable navigation starts with thinking beyond today’s catalogue. Categories need to be flexible enough to accommodate new product lines, variants, and collections without forcing a full restructure every few months. That means building logical groupings, clear parent–child relationships, and naming systems that won’t box the brand into a corner.

Zara structures its categories in a way that allows frequent seasonal expansion without confusing customers or breaking navigation. At Suplex, we usually spend two to three weeks designing navigation systems that can grow with your business. If you want to avoid painful restructuring later, having a word with our experts at Suplex can help future-proof your category logic.

Information architecture shouldn’t be finalised on instinct alone. We test it through user flows, card sorting, and logic validation to see whether people can find what they’re looking for without guidance. These exercises quickly reveal confusing labels, misplaced categories, and broken pathways before any visual design is applied.

Shopify validates information architecture internally before rolling out major updates, because structure is hard to change once a system is live. At Suplex, we usually spend one to two weeks validating IA so the foundation is solid. If you want to pressure-test your structure before design locks in, talking with our experts at Suplex can help make sure you’re building on the right base.