We review the current site and available data to determine whether the navigation and structure makes sense for your audience. This process involves using analytics tools such as Google Analytics and heat maps, as well as customer feedback tools including surveys and polls. This analysis will reveal areas of concern and ensure that key information and conversions are easy for your users to achieve.
The second part of devising the proper information architecture involves creating wireframes of the site with silos for each content area that correspond to the main site navigation. The process is very fluid and we rethink our approach as we move content around to find their ideal positions. During this exercise we use the available data to determine what falls into each category, if categories need to be combined, or if content needs to be broken out into its own navigation item.