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The nature of the Web and the demands of e-business are increasingly forcing us to design for multiple audiences.

Karyn will draw upon her experiences at IBM, describing a user-centered process for defining, prioritizing, and understanding audience segments that vary by industry and by role.

She will explain how the organization, navigation and labeling systems of the ibm.com web site have been designed to support diverse audiences.

Karyn will also explore the challenges inherent in managing this complex work within an immense organization like IBM. She'll discuss:

• the issues surrounding the integration of subsites managed by different departments,
• the fluidity of web staffs as they move from one job role to another,
• the legacy of tradition and ingrained work habits, and
• how the right company organizational structure can support the development of a strong information architecture.