QUOTE : As an information architect, framing is a vital part of my work, but it’s not what organizations ask me to do. For example, the National Cancer Institute hired me to fix the usability of their website by reorganizing its navigation. The goal was to reduce the number of clicks from the home page to content. But I soon discovered a bigger problem. Most folks searching for answers about specific types of cancer never reached cancer.gov due to poor findability via Google. I only saw this problem because I knew how to solve it. I explained to my client that by aligning the information architecture with search engine optimization, we could improve usability and findability. Together, we were able to reframe the goals. The site went on to win awards and rise to the top of the American Customer Satisfaction Index.