The two dubbed their work "information architecture," although they did not mean it in the sense of Richard Saul Wurman's use of the term, who according to Morville, "focused on the presentation and layout of information on a two-dimensional page.
The company began in January 1994 as a full-solution web design business, but Morville and Rosenfeld decided to specialize by applying principles of library science to solve issues of grouping and labeling on the early Web. In the 1990s, together with Louis Rosenfeld, he headed Argus Associates, the consulting firm which supported one of the precursors of the Information Architecture Institute, the Argus Center for Information Architecture. He has since served on their faculty and received an Alumni Achievement Award for his work in information science. He holds a graduate degree in Library and Information Science, having graduated from the University of Michigan School of Information in 1993. Peter Morville was born in Manchester, England. He delivers keynotes and seminars at international events, and his work has been featured in major publications, including Business Week, Fortune, and The Wall Street Journal. Morville was a co-founder and past president of the Information Architecture Institute, and has served on their advisory board. For over a decade, he has advised such clients as AT&T, Dow Chemical, Ford, the IMF, the Library of Congress, and Microsoft. He may be best known as an influential figure and "founding father" of information architecture, having coauthored the best-selling book in the discipline, Information Architecture for the World Wide Web.
Peter Morville is president of Semantic Studios, an information architecture and findability consulting firm. Webby Award, National Cancer Institute.Alumni Achievement Award, University of Michigan.
Honorary Fellow, Society for Technical Communication.
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