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?

Content Usability- segmenting content; audience segmentation


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.


  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


What You Get: 

What You Get:

  1. Unlimited Archive Access
  2. PDF Notes (PPT)
  3. Access to Trainer with any questions


Frank Spillers, MS (Chief Experience Officer)

Frank Spillers is a distinguished speaker, author and internationally respected Senior UX practitioner and UX Master Trainer. He is a world expert in improving the design and user experience of enterprise sites, web applications, desktop, VR/AR and mobile apps. Frank has successfully applied 20 years of advanced knowledge of Usability Engineering skills and User Centered Design methodology in Fortune 500 and corporate environments globally.

A recognized subject matter expert by the U.S. Department of Labor, he has developed new usability techniques for understanding user needs, assessing user experience and conducting rapid design prototyping. Recently, he has contributed ground-breaking research on the impact of design and emotion. His current work has been profiled in leading industry publications including The Handbook of Task Analysis for Human Computer Interaction, MarketingSherpa's Landing Page Handbook and the book-- The Persona Lifecycle.

Before founding Experience Dynamics in 2001, Frank managed usability consulting for WebCriteria (now IBM Analytics) and worked with students of Dr. Donald Norman (the grandfather of User Centered Design) at Intuitive Design, a San Diego based User Centered Design consultancy. His current clients include: Microsoft, Intel, IBM, Logitech, GE, Hewlett-Packard, KeyBank, Four Seasons, Chase, and He has trained thousands of teams and individuals in usability and User Centered Design techniques in private as well as public settings.

Frank received his Master's in Cognitive Science (MS) from Birmingham University, UK in the user experience of VR with an emphasis on collaborative virtual environments.

Email Frank

Who’s Attending our Training?

American Airlines
American Express
Blue Cross Blue Shield
Business Objects
Calvin Klein
Capital Group Companies
Capital One
Drexel University
EMC Corp
GE Healthcare
Geico Insurance
Hartford Insurance
Hilton Hotels
Hitachi Consulting
Home Depot
John Deere
Mentor Graphics
Providence Health System
Research In Motion
State Farm Insurance
State of Michigan
State of New York
Sun Microsystems
Tulalip Tribes
US Bank

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