This is an archived version of the 2010 edition of UXLx. The current event website is at
12 to 14 May 2010
Lisbon, Portugal
Eric Reiss
Eric Reiss has been actively involved in the creation of menu-based programs, hypertext games, multimedia, and web projects for almost 30 years. Following a long career as a copywriter for one of Europe’s leading business-to-business advertising agencies, he has worked almost exclusively with online communications since 2001.

In addition to his daily duties as CEO of the FatDUX Group, Eric Reiss serves as Chair of the European Information Architecture Summit, EuroIA and is on the Advisory Board of the Copenhagen Business School Department of Informatics, Kent State University, and the Romanian Information Architecture Association. Reiss is also Associate Professor of Usability and Design at the IE Business School in Madrid, Spain.

Eric Reiss


Copywriting for the Web


Quick question: Have you ever been to an atrocious website for a subject that really interests you? Yeah, probably. And you probably forgave the brain-dead structure and dilettantish design. Why? Because the content was interesting/relevant/useful/entertaining.

This is why the Nobel Prize for literature doesn’t go to the designer of the dust jacket. It’s also why content remains the single most important element in most on-line UX projects.

In just three hours, Eric will show you how to create findable, scanable, skimable, and readable on-line content. This is the stuff that creates understanding, builds trust, and increases conversion rates. Topics include:

Eric won’t teach you how to un-mix your metaphors (if you’re a lousy writer, this is not the workshop for you). But if you’re already a decent wordsmith, here’s how you can take your talent to the web. And Eric will also kill off a bunch of myths about what works and what doesn’t, and give you the tools needed to enjoy online success.

Wednesday, 12 May @ 15:00-18:30
180 minutes + 30 minute break @ 16:30-17:00
Room 1


Killer content or content that kills?

Thanks to CMS, it’s easy to fill a web page with dynamic content. Web 2.0 techniques and technologies make it easy for users to add their own contributions. And graphic designers are constantly seeking new ways to differentiate their work. Yet the noisier our pages get, the more difficult it can be to spot the important information. Worse still, if the information surrounding the core content is irrelevant to the mission of the page and/or the goals of the user, inclusion may actually kill the user experience and undermine the business goals of the site owner. This presentation seeks to introduce the concepts of Web Dogma ’06, a generic mindset created to help web professionals avoid a growing problem.
Friday, 14 May @ 14:45-15:25
40 minutes
Auditorium I

Our Sponsors and Supporters

Platinum Sponsors:
Anacom - Autoridade Nacional de Comunicações
Gold Sponsors:
Flag Moo ActiveMedia - ScreenEMotion London User Research Centre Hello Group Corefactor
Silver Sponsors:
O'Reilly Rosenfeld Media Pearson Publishing Morgan Kaufmann - Elsevier Wiley Tobii Technology
Axure - See it happen Goplan Survs - Asking for you Usabilla - Transparent Usability SensoMotoric Instruments Balsamiq Studios invoic€xpress
Media Sponsors:
Want Magazine UX Booth Lucrat Fresh GUI

Partners and Supporters:
TAP Portugal VIP Hotels AHP - Applications and Hosting Provider Hospedeiras e Promotoras de Eventos SpringEventsMadeira Interactive Technologies Institute
Câmara Municipal de Lisboa Associação para a Promoção do Multimédia e da Sociedade Digital e-Skills Week
Log - Open Source Consulting Lisboa Convention Bureau Associação Portuguesa para o Desenvolvimento das Comunicações Cortes de Cima Nokia