Events 2005

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Advertising CPR and Web Site Product Quality
21 April 2005

The Hong Kong UPA Chapter welcomes John Boyd, a Senior Design Research Manager from Yahoo! in California.

Running a successful web site today requires balancing the often competing needs of users, advertisers, and the web site itself. Some times, this balancing act is done intuitively by individuals that understand the symbiotic relationship among users, advertisers, and web sites. At other times, it is done consciously and informed by economic data such as ad sales figures and click through rates. Seldom, however, is data that documents how users experience online ads part of the decision making process. This lack of data regarding advertising experience and the resultant deficit of understanding may be one reason why online advertising endured a significant slowdown in growth during the early years of this century.

The first half of this seminar will focus on the Principles of Advertising CPR, principles derived from extensive research at Yahoo! and elsewhere that will allow you to improve the advertising experience of your site.

The second half of the seminar will focus on the aspects of user experience and design that are related to product quality, such as clutter, ease of use, and objective performance metrics. While the research on these issues is ongoing, the seminar with present high level findings that attendees can re-purpose for use on their own web sites.

Benefits:
*Learn how to resuscitate advertising on your site using Advertising CPR
*Learn the critical factors that determine online product quality
*Learn how Yahoo! and other online organizations research these and other complex issues

Target Audience:
*Usability Specialists
*Web Developers
*Product Managers
*Content Developers
*Marketing Managers
*Business Analysis

Biography:
John Boyd is Senior Manager of Platform and Network Services Research and Lead Advertising Experience Researcher at Yahoo! in Sunnyvale, California

As the first Yahoo! researcher dedicated to exploring advertising experience issues, John led the development of benchmarking, user feedback, and other ad-related research processes. After this initial focus on improving the user experience associated with Y! ads, the topics of his research has expanded to include clutter, consistency, navigation strategies, download speed, product quality, and other network/platform issues. Before joining Yahoo!, John was Director of Scientific Affairs at Alertness Solutions, an international consulting firm that specializes in human factors and performance-related issues. John holds a BA in economics from UCLA and a Ph.D. in social psychology from Stanford University, where he was an award winning teacher.

Supporting Organisations:
Apogee Usability Asia Ltd - www.apogeehk.com
iProA - www.iproa.org

Sponsorships:
Interested to sponsor a UPA event? Contact UPA and we can provide sponsorship options to suit your budget.

Number of participants is limited to 38. Registration will be accepted on a "first come first served" basis. For further information, please contact Daniel Szuc (Tel: 25812166, Email: info@usability.com.hk).