Content Segmentation

Archived Usability Web Seminar

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Frank Spillers

  • With Frank Spillers, MS
  • Length: 60 minutes
  • Cost: Free
  • Format: Archived web seminar


Content Segmentation- have you taken it too far?
How do you segment your user pathways with your content and design? Are you aware of the usability risks of segmenting content? How can you segment on the web and still retain a high degree of usability and an optimum user experience?

Topic:
Content Usability- segmenting content; audience segmentation

Format:
Archived web seminar

Content segmentation is recognized as a good thing to do with your web content. The logic goes: "Show each visitor just what they need to see, don't waste their time and get them where they need to go without any detours". Segmentation is a type of customization technique for a website. But what if users don't want to go where you want to send them? What if they need to access other content, navigation or features as part of their decision-making or sense-making strategy? What if a user assumes another role and misses offers and opportunities that you didn't anticipate they would see?

In this seminar we will get to the bottom of segmentation strategies and look at examples of segmentation that works and that doesn't work, and look at data from a recent Experience Dynamics research study involving 52 websites.

Agenda

  1. How can you tell if you have taken segmentation too far?
  2. What types of segmentation techniques have the highest impact to your user experience?
  3. Research results: Review of what works and what doesn't from 52 websites in our recent study
  4. Content usability, implications and guidelines for "sensible audience segmentation"
  5. Q & A

Who should attend:
Internet Marketing managers, anyone involved in implementation, design or strategy of websites, usability managers

Prerequisites:
None

About the Speaker:

Frank SpillerFrank Spillers is a web and software usability expert and has been recognized by the U.S. Dept. of Labor as a subject matter expert. Frank holds a Masters of Science in Cognitive Science from Birmingham University (UK) and has ten years of practical experience with usability and user centered design techniques. He is a lead usability consultant with Experience Dynamics, a user centered design and usability consultancy based in Portland, Oregon USA. Frank has worked internationally with clients including Hewlett-Packard, Key Bank, Daimler-Chrysler, Intel, BankOne, IBM, Four Seasons, The Vanguard Group, Verizon and others.

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