Information architecture (IA) — a term credited to architect and graphic designer Richard Saul Wurman in the 1970s — is the practice of organizing and labeling content and features so people can find what they need and understand where they are within a product. A sitemap shows the overall structure of a product (which screens or sections exist and how they relate), while a user flow shows the specific sequence of screens and actions a person takes to complete one task, such as resetting a password or checking out. Good IA is invisible when it works: users rarely notice a logical menu structure, but they notice immediately when they cannot find a basic feature or get lost moving between screens.