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maximizing web communications through
persona-based design (B005)

Workshops > Business > Complete List > Moving Web Communications Forward

WHY SHOULD YOU ATTEND?

For any organization in any sector - public, private, or associations - its web site is a key communications channel. Ensuring the site is effective and fully supports and forwards mandate, strategy and operations is a constant challenge in an evolving web environment which interacts, influences and is influenced by the broader communications context. The experience of those who use a site is the determinant of its utility as a communications asset for the organization. Measuring, understanding and responding to users' experience is therefore vital in achieving a performing and sustainable web presence based upon optimal use of resources available. The web site persona approach offers a strategic and precise means to understand and respond to the user experience. This introduction to the web persona concept and application is relevant to anyone working with the web and/or in communications and related areas.

WHAT WILL YOU LEARN?

The impact of a changing Internet on web communications
Key issues in and drivers of an exceptional user experience
The website persona approach to optimizing user experience
Developing a website "persona" - what is it and what does it mean
A strategic approach to planning, developing and implementing a web site persona
Measurement and performance tools for exceptional user experience

WHAT WILL YOU TAKE AWAY?

Workbook with checklists, how-to procedures/reminders and templates
Exercises hand outs

PROGRAM
8:50 - 9:10 AM	Participant Introductions and Workshop Overview
9:10 - 10:30 AM	Communicating in the New Web Reality The web in strategic communications The impact of a changing Internet on web communications The emergence of social networking and user contribution Evolution of web communications in business Key elements of effective web communications An organization’s ideal communicators – its staff Linking the characteristics of the ideal communicator and the web Exercise: Identifying the characteristics of an effective communicator and relating these to effective web communications.
10:30 - 10:45 AM	Break
10:45 - 12:15 PM	The Web User Experience - Why it Really Matters The web user experience Elements of an exceptional web user experience Challenges, roadblocks and measuring the web user experience The Website Persona: a user experience-based approach to effective web communications Exercise: Defining the good and the bad user experience
12:15 - 1:15 PM	Lunch
1:15 - 2:45 PM	The Website Persona The language of Persona The role of persona in web communications – a two-way street Applying the persona concept to your website Examples of website persona and exceptional web user experience Measuring your success Exercise: Case study – applying persona to company websites
2:45 - 3:00 PM	Break
3:00 - 4:15 PM	The Persona Experience 7 steps to exceptional user experience Persona as a first step in meeting a new communication reality The reality of change in and for organizational communications Implementation challenges Resources
4:15 - 4:45 PM	Wrap-up and Workshop Evaluation

Instructor

Don Candon

Don Candon is an expert in customer service, sales, marketing and strategic sales management and the key role and place of technology in business and organizations.

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