Louis Rosenfeld is an information architecture consultant and founder of Rosenfeld Media (http://rosenfeldmedia.com), a user experience publishing house. Recognized as one of the founding fathers of information architecture, he has helped such organizations as Paypal, Accenture, AT&T, Caterpillar, Ford, and the Centers for Disease Control make their information easier to find. Lou is co-author of Information Architecture for the World Wide Web (O'Reilly, 2006) regarded as the bible of information architecture, and Search Analytics for Your Site (Rosenfeld Media, 2011). He has been a regular contributor to Web Review, Internet World, and CIO magazines. Lou is co-founder of the Information Architecture Institute (http://iainstitute.org). Lou blogs regularly at www.louisrosenfeld.com and tweets @louisrosenfeld.