Milwaukee, Wisconsin, United States

Milwaukee Evening Skyline

Thanks for your interest in World IA Day Milwaukee; we've got an exciting program planned! 


University of Milwaukee - School of Information Studies - @uwmsois

Day-Of Parking Map:
Parking Map Thumbnail


  • 9:00AM Registration Open

  • 10:00-10:10 Welcome

  • 10:15-11:00 Susan Weinschenk From Sock Hop To Snapchat: Truths And Myths About Generational Differences

    • Should you change your design based on the age and generation of your target audiences? How does being in one generation versus another affect expectations for using technology, apps, and devices? Find out the truths and myths about generations to apply to your design decisions.

  • 11:05-12:00 Jessica Duverneay Architecture & IA: Expanding the Metaphor​

  • 12:00-1:00PM Lunch!

    • We will have group ordering options available for nearby restaurants: Jimmy John's, Noodles & Company, and Domino's.

  • 1:00-1:45 Valerie Bruce Content Strategy and IA: Data Soul Mates

    • Without careful and thoughtful IA, your Content Strategy and UX will suffer. Let's explore the relationship between Content Strategy and IA in a digital agency.

  • 1:50-2:35 Jackie Burhans Structure Matters – Information Architecture for SEO and UX

    • Information architecture is increasingly important in all aspects of business. Search engines and users are placing the burden of information organization and structure on website owners and rewarding or penalizing brands according to their accessibility. From domain structure to sitemap hierarchy to page layout, content architecture can directly affect lead generation, website engagement and conversion rates. Not understanding best practices or performing diligent testing can quickly impede search engine rankings and user experience. Jackie Burhans, Director of Research and Marketing at Milwaukee-based interactive agency Ascedia will outline the necessary steps required to properly architect your website’s content and data.

  • We're pulling together details for an after-party to celebrate, network, and swap stories. Please keep part of your evening open to cap of World IA Day 2016!


Susan Weinschenk - @thebrainlady
Susan Weinschenk has a Ph.D. in Psychology and over 30 years of experience as a behavioral scientist. She is a consultant to Fortune 1000 companies, start-ups, and government and non-profits. Her clients call her “The Brain Lady” because she applies research on brain science to predict, understand, and explain what motivates people and how they behave. Dr. Weinschenk is the author of several books, including 100 MORE Things Every Designer Needs to Know About People, 100 Things Every Designer Needs to Know About People, and How To Get People To Do Stuff. Susan is the CEO of The Team W, Inc., and a keynote speaker around the world. Her clients include Medtronic, Walmart, Disney, Amazon, The Mayo Clinic, and the European Union Commission. Dr. Weinschenk is also an Adjunct Professor at the University of Wisconsin and writes two popular blogs — on at her own website ( and “Brain Wise: Work better, work smarter” for Psychology Today.

Jessica Duverneay - @jduverneay
Jessica likes to help people and organizations find answers to their questions while fostering a sense of understanding and empowerment during their quest for information. Information architecture and user experience research are the tools she wields to facilitate this type of success. If she can make you laugh, teach you something, or learn something herself in the process- even better.
User research, mapping user needs to business requirements, designing user interfaces, and producing clear and concise deliverables are things Jessica does to make both clients and end users happy. Her clients range from giant corporations such as the NFL to tiny non-profits, and she likes working with both equally. Jessica has a Masters of Science in Information from the University of Michigan, where she was honored to receive the peer-elected Edmund Lowe Leadership Award. In addition to her work as an information architect, Jessica has been a teacher, artist, library manager, and a small business owner; this allows her to connect with and provide top-notch solutions for clients and users with a wide variety of needs and backgrounds.

Valerie Bruce
Valerie Bruce is a Content Strategist at Lightburn, a digital agency in Milwaukee. She's still trying to figure out a way to explain her job to family and friends, but appreciates the gracious nods in the meantime. She has over twelve years of experience in marketing, and has recently found love in Content Strategy.

Jackie Burhans - @ascedia
As Ascedia’s Director of Research and Marketing, Jackie works directly with clients to understand their marketing goals. She utilizes analytics, marketing research and data mining to develop robust digital strategies that are executed through interactive tactics. She has over a decade of experience in graphic design, web and software development, marketing communications, data mining and brand management and has worked with clients such as Sub-Zero and Wolf, Chula Vista Resort, EmPower HR, Cubic Designs, Elite Aesthetics Spa and Wisconsin Dells Visitor & Convention Bureau. Jackie has an associate's degree in applied arts and graphic design and a bachelor's degree in advertising.

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