Better strategy through structure

1:30 p.m.-4:30 p.m.

Information is at its most useful when it’s clear, consistent, orderly, organized—in other words, when it’s well-structured. And well-structured web content not only brings a bucketful of benefits to the user experience, but also delivers a deeper understanding of the content to us, the web professionals building that user experience.

Learning to focus on structural considerations—how content is built, organized, and connected across the experience—can change the way we work, fostering a more collaborative redesign process and enabling us to better execute our strategies. Using hands-on exercises and examples from organizations that have overhauled their sites, we’ll discuss how structural approaches to content can:

  • Make content easier to understand (and improve!).
  • Enhance communications with stakeholders and across teams.
  • Lay a foundation to support future development, editorial work, and governance plans.

About Lisa Maria Martin

Lisa Maria Martin is an independent content strategist and information architect with a background in design, writing, and academia. She has worked with web teams at many higher ed institutions, including Harvard, Princeton, Seton Hill, WPI, GW, and Carnegie Mellon. Based in Cambridge, MA, she is also an editor at A Book Apart, a former editor of A List Apart, and a workshop facilitator at

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