Peter Morville is a pioneer of the fields of information architecture and user experience. His bestselling books include Information Architecture (the "polar bear book"), Ambient Findability, Search Patterns, and Intertwingled. Peter is a co-founder and past president of the Information Architecture Institute. He advises such clients as AT&T, Cisco, Harvard, IBM, Macy's, the Library of Congress, and the National Cancer Institute. His work has been covered by Business Week, The Economist, NPR, and The Wall Street Journal. You can learn more at http://semanticstudios.com and http://intertwingled.org.