22-24 Sept.
EuroIA 2017 goes to Stockholm


Thursday, 22 Sept. 09:00

Modelling Adaptive Content for Multiple Channels

Noz Urbina

4 h. workshop
As the diversity of output channels and devices constantly increases, adaptive content is becoming a necessity. This workshop will explain how to deliver the right content, in the right context.

Connected devices

This workshop will help attendees deliver more relevant content, regardless of device or channel.

As users are bombarded with words, videos, images, and messages on every screen and device, they go to greater lengths to avoid “noise” on the line. They want only the most relevant content. Therefore, only the most personalised, even context-specific content will get through. However, organisations need to meet these user demands on an ever diversifying array of target devices and channels.

This workshop features hands-on introductory exercises and templates that will help you model your own content in a scalable, future-proof way. Specifically, this workshop will teach:

  • A proven methodology to analyse, enrich and structure your content
  • Specific ways to help authors create personalisation and automation-ready content
  • How modelling semantic content improves SEO and discovery, as well reuse across deliverables and channels
  • How to build the kind of models that can manage optimised omnichannel delivery and excellent user experiences.

Laptops with Microsoft Excel and Word (or compatible applications) are highly recommended.

Read our interview with Noz about his talk and workshop.

Session material

Workshop slides (dropbox)
Adaptive content spreadsheet


Noz Urbina


Noz Urbina is a globally recognised leader in the field of content strategy and customer experience consultancy who can effectively bridge organisational and user goals. He is co-author of the book Content Strategy: Connecting the dots between business, brand, and benefits. Noz is well known as a pioneer in adaptive content modelling for delivering rich, personalised and contextually relevant content experiences. He has coached teams, developed processes and spearheaded solutions that have helped organisations leverage content assets to stand out in their sectors, while avoiding headcount increases and wasted costs. After 14 years in the content world, he founded his consultancy Urbina Consulting in 2013.

Scheduled on

08:30 - 09:00
Welcome, Registration
09:00 - 13:00
Core IA
Introduction to Information Architecture: the Workshop
Donna Spencer
From categorisation to content modelling, this four hour workshop will cover the fundamentals of information architecture. Using lots of real world examples, you will leave with an understanding of both the theory, along with the practical methodologies needed to get started.
Content & UX Design
Modelling Adaptive Content for Multiple Channels
Noz Urbina
As the diversity of output channels and devices constantly increases, adaptive content is becoming a necessity. This workshop will explain how to deliver the right content, in the right context.
Connected World
Connecting Conversation
Alastair Somerville
Design in the future will be as much about the emotions and personalities of products and services as it will be about their technical attributes. This workshop will explore this process, and provide the skills needed to do so successfully.
Strategy & Management
Transform: From Organization-Centric to Customer-Centric
Gerry McGovern
Digital transformation is cultural transformation: How to be an agent of change, helping your organization embrace digital transformation so as to deliver better customer experiences.
13:00 - 14:00
14:00 - 14:45
Claire Rowland


About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague... In 2016 we return to Amsterdam. Learn more about EuroIA.

EuroIA is organized by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Welkom in Amsterdam

EuroIA returns to Amsterdam, the city that in 2008 hosted probably the most successful and definitely the most well-attended of all EuroIA conferences.

EuroIA 2016 takes place at The Renaissance Hotel, in the heart of Amsterdam, within walking distance of the Amsterdam central train station and Amsterdam's main highlights.

The Renaissance Hotel Kattengat 1
Amsterdam, 1012 SZ
The Netherlands
+31 (0)20 621 2223

Gold Sponsors



EuroIA 2016 is also on Twitter, Facebook, Lanyrd, Medium and LinkedIn. For help, ping the co-chairs Sylvie, Koen or Konstantin.