Beyond Advertising – Creating Better Digital Journeys

Training with Gareth Dunlop

Thursday 4th May

09:00 to 17:00

IAPI, 12 Clanwilliam Square, Grand Canal Quay, Dublin 2

Non-members Price:

Members Price:

In a world where consumers will embrace or abandon a brand or purchase if they are faced with a poor digital experience, the importance of good User Experience Design cannot be overstated.

Having a seamless digital journey is no longer a ‘nice to have’ for advertising campaigns, it’s now essential if we are to deliver maximum effectiveness.

This interactive one-day session will cover the key elements of user-experience and how it relates to different types of online and offline communications and ultimately campaign and brand success.

Topics covered:

1. UX – what it is and why it matters

  • What is user experience?
  • The disconnected customer
  • The user’s hierarchy of needs
  • The overwhelming business case for UX

2. Know your customers

  • The danger of assumption
  • Qualitative research
  • Quantitative research
  • Persona development

3. Designing experiences

  • Functional, visual and experience design
  • User Flow
  • Content and navigation
  • Design patterns
  • Site search

Who is this course relevant to?

Client Team Leads: looking for a more user-centred approach to the development of digital platforms to drive maximum effectiveness for their campaigns.

Creative Leads: art, copy, code, UX – creative minds who know there’s more to UX than pretty interfaces and want to take interaction design knowledge to the next level.

Media Team Leads: keen to deliver better value for their clients and understand how UX affects media effectiveness, efficiency and the entire customer lifecycle.

Planning & Consumer Insight Leads: who want to ensure that digital experiences are functional, usable and loved by consumers.

About the Trainer

Following 15 years of direct commercial experience helping businesses use the internet more effectively, Gareth Dunlop, established the dedicated User-Experience agency Fathom in September 2011 to advise companies on how to get the most from the Internet by seeing the world from the perspective of their customers.

Previously Gareth was the MD of iON, a leading digital strategy and marketing company, headquartered in Belfast with major clients in 15 countries.  Prior to that he was the MD of Tibus, one of the largest and most successful web development agencies in Ireland, from 2002 to 2009 when it was sold to UTV Media.

A former Board Member of the Irish Internet Association, and Chairman of WeddingsOnline, Gareth writes & lectures extensively on internet related matters. He occupies regular columns in SiliconRepublic and the Irish Independent in the Republic of Ireland, and Business Eye magazine in Northern Ireland.  Gareth is a former judge of the Eircom Spider Awards and IIA Net Visionary Awards.  He facilitates training regularly for UX Training, for whom Fathom is an exclusive delivery partner.


Please note members prices apply to members of IAPI only & all bookings are non-refundable. 


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Contact IAPI

12 Clanwilliam Square, Grand Canal Quay,
Dublin 2, D02 CD51, Ireland.
T: 01 676 5991

Hours are 9am - 1pm and 2pm till 5:30pm (Mon - Thurs) and 5pm (Friday)