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Vision Holds First Innovation Academy of 2016 in Mesa

by Tom Humbarger
Post Date:05/20/2016

User Experience, Content Strategy and Analytics were the themes for Vision's first Innovation Academy of 2016 hosted by the City of Mesa and held at the Ikeda Theater in the Mesa Arts Center on May 19th. Vision’s Innovation in Online Government Academies are regional conferences that connect local government agencies with their peers to learn industry best practices, trends and strategies to help them maintain a website that serves, informs and engages residents.


CEO David Nachman kicked off the conference with an overview of what Vision has accomplished in the past year, and outlined plans for the future.

UX Manager, Uriz Goldman, then shared how he uses usability experience (UX), customer experience (CX) and information architecture research techniques to fully understand how customers use a website and what they want to do when visiting a website. Uriz also demonstrated some of the techniques he uses during the UX phase that is part of every Vision project and methods that can be implemented with minimal budgets:

  • Individual interviews
  • User testing
  • Eye tracking
  • Analytics
  • Card sorting

Wrapping up the morning session was Content Strategy Consultant Carrie Broeckelmann who challenged the attendees to view their websites as a conversation. She also urged the audience to answer these three questions for every piece of content that is posted to their websites:

  1. Who is seeking the information? (Personas)
  2. What do they need to know or do (Conversations)
  3. Why are they coming to our website (Purposes and Processes)

In the afternoon sessions, the attendees had the option of attending two of the four scheduled breakout session which included topics on the Vision product roadmap, hands-on usability, content strategy and analytics.

Photo_May_19_9_19_01_AM.jpgVision will be scheduling additional Innovation Academy conferences at other locations during the year. For more information on future Innovation Academy conferences, review the Webinars and Events section under Resources on our website.


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