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It's an exhilarating time for the user experience community. Rising awareness of our value plus emerging technologies and transmedia trends have created conditions for a step change in our practice. As an information architect, I'm enjoying the new challenges immensely, even as they sweep me outside my comfort zone. I've designed social software and rich user interfaces. I've sketched scenarios for the future of mobile search. I've mapped the user experience across channels and applications. And, I've increasingly found myself striving to clarify ideas for folks in the executive suite.