480.631 Effective Web Design and Strategy

Today, a US online audience of nearly 200 million spends hours a day consuming media and communications on a collection of digital platforms that include the fixed web and, increasingly, the mobile web. Placing an impression in front of media-saturated users is easier than ever; getting them to pay attention has never been harder. The ability to effectively sequence and leverage digital channels and messages, and succeed at engaging, informing, acquiring, converting, and activating users (audiences) depends on the ability to define and design an effective web-based communications platform. This class will prepare you to analyze the critical communications considerations that drive the strategy of successful web sites, and provide you with the knowledge and vocabulary to structure, define, and lead the development of sophisticated, effective web-based communications platforms. From baselining and audience definition, through usability testing, information architecture, taxonomy, technologies, and design, you will learn how to define, design, and deploy smart sites that succeed—communicate—across divergent audiences, brands, businesses, and distribution platforms.

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