The True Web 2.0 Conferenceredmondevents.com/virtual/webbuilder/2007/brochure.pdf · managing a Web...

Mandalay Bay Resort & Casino, Las Vegas–December 3-5, 2007

The True Web 2.0 ConferenceDesigned for the Entire Team

Web Builder 2.0 features:

70+ Hours of Engaging, Relevant Topics

An Unbeatable Speaker Lineup

Targeted Tracks for the Developer, Designer, and Manager

Groundbreaking Full-Day Workshops

Join us at the Mandalay Bay Resort and Casino, Dec 3-5

Developers>> Focus on coding and development

Designers>> Dive into design and user experience

Managers>> How will you manage the next-generation Web?

➢ Register by October 31, 2007 and you’ll enjoy the following special offers:

Save $200 on your Gold Passport registration

Claim $50in free chips at the Mandalay Bay

Hurry, these promotions end on October 31st. Call (800) 280-6218 to register or visit us online at www.webbuilderconference.com

http://www.webbuilderconference.com

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Register by October 31 — Save $200! Call 800-280-6218 or visit www.webbuilderconference.com

Mandalay Bay, Las Vegas December 3-5, 2007

Register by October 31Save $200 and claim $50 in chips at the Mandalay Bay!

All of us know it takes teamwork to create captivating and profitable Web sites and new interactive online applications. Whether you’re charged with designing, building, or managing a Web 2.0 project, you’re an integral part of creating the next generation of Web experiences. For Web Builder 2.0, we practiced what we preach, recruiting 3 pioneers in the industry to craft a challenging curriculum that targets all the key functions of your Web team.

After months of collaboration with Web Design World Conference Chair Jim Heid and renowned expert speakers, Lance Loveday and Peter Varhol, we are very excited about the line-up at Web Builder 2.0. In just 3 days, you and your teammates will attend over 50 hours of breakout sessions—and that doesn’t even count the hands-on workshops and networking opportunities you’ll be able to participate in as well.

When you head back to the office after Web Builder 2.0, you’ll have learned to fully exploit current and future technologies. You’ll have also extended your network of like-minded professionals through interaction with your peers.

And to keep the experience fresher longer, we offer all sessions and workshops on our “Virtual Web Builder 2.0” Online Community Resource. Check out the slides, code and rich media for all Web Builder 2.0 sessions through the Virtual Web site now, or months later when you’re back in the office.

We hope this educational and networking experience opens up conversation amongst your team members and fellow conference attendees. Not only will it lift your Web sites to the next level, but your team will ultimately play a part in revolutionizing the entire Web.

Sincerely,

Jim Heid, Lance Loveday and Peter Varhol

Dear Web Builder 2.0 Attendee,

Save with the Gold Passport !Two-Day Conference Standard Price: $1,295Workshop Standard Price: $495

Total Value $1,790Early Bird Gold Passport $1,395

You Save $395Sign up for the Gold Passport before October 31stand get unlimited access to all that Web Builder 2.0has to offer — informative keynotes, breakoutsessions and in-depth workshops — and savemoney while you’re at it.

Your Web Builder 2.0 registration includes one year of free access to the Virtual Conference Web site, featuring materials from Las Vegas. All content is supplied directly by our speakers and mirrors what you see during the sessions. Plus, updated slide presentations, code samples and a/v footage from Las Vegas will be added to the Virtual site during and after the show. Relive the event at home or check out the sessions you missed onsite. Enjoy unlimited access to the Virtual Conference site until Web Builder returns in 2008. www.redmondevents.com/virtual

Virtual Web BuilderThe benefits continue long after the final session ends in Las Vegas.


http://www.redmondevents.com/virtual/





Time DEVELOPMENT DESIGN & USER EXPERIENCE MANAGEMENT

8:30 a.m. KEYNOTE

10:00 a.m.AJAX, Java, Silverlight

and Flash - Rich Internet Application Overview

Web Scale Computing: Life in a Post Web 2.0

World

Usability: It ’s Not Just For Users Anymore:

How to Design, Develop, and Deploy a Website

for Your Audience

Designing for the Rich Web Experience: Design

Patterns & Principles

Talk Amongst Yourselves: How Blogs, Wikis and Social Media

are Transforming Business

11:15 a.m.OpenAJAX Alliance -

Fulfilling the Promise of AJAX

Practical Design for Developers

The Right Tests at the Right Times

Best Practices for Social Web Design

Make AJAX Work for Your Site and Your

Users: A Case Study on Improving Product

Selection

12:15 p.m. Lunch

1:30 p.m. KEYNOTE: Faster, Cheaper, Bet ter

2:45 p.m.Mobile Ajax with

ICEfaces

CSS, Skins and Themes for the ASP.NET

Developer

Designing for Discoverability

Best Practices in Flash Interface Design

The New World of Online PR

4:00 p.m.Next Generation

UI for Rich Internet Applications

A Blog-oriented Architecture

Users as Information Architects: Is Tagging

Right for Your Site?

Pixel Perfect: Photoshop Production

Tips for Flash Designers

Agency 2.0: Managing Successful Web

Development Projects

5:15 p.m.How to get Richer

Faster with an AJAX RIA and SOA Strategy

Watching the Web Take Shape: Structured Content, Micro Formats

and Semantic Web

Your Home Page Is Obsolete: Finding Your

Way in Web 2.0

From Print to Web: XHTML Export

from InDesign to Dreamweaver

Designing with Web Analytics in Mind

Conference Agenda • Day One−December 3

Should a speaker be unable to attend, all efforts will be made to replace the speaker/session with one of comparable value.






Time DEVELOPMENT DESIGN & USER EXPERIENCE MANAGEMENT

8:30 a.m. KEYNOTE: Google Trends in Interactive Search Applications

10:00 a.m. AJAX in PortalsUsing Silverlight for Business Application

Second Life: Business Boom, Bust, or Both?

What Makes a Design Seem Intuitive?

Online Advertising Update: Google Takes

Over

11:15 a.m.Building RESTful Rich Internet Applications

Exploring the ASP.NET AJAX Control Toolkit

Anti-patterns: Designing for a Poor

Web Experience

Sketching in Code: Using Prototypes to

Visualize Interactions

Pleasing Users and Search Engines Alike:

Balancing Design, Usability, and SEO

12:15 p.m. Lunch

1:30 p.m. KEYNOTE: Technologies of the Future

2:45 p.m.Data Management

for Successful AJAX Development

Building Web.Next Applications with

Silverlight

Strike Up The Brand: Desigining for

BrandingYUI: The Insider’s Tour

Web Design for ROI: Turning Browsers into

Buyers

4:00 p.m.The Imperfect World of Enterprise Composite

Applications

Tuning for Performance in ASP.NET Web 2.0

Applications

Unpacking the Usability Toolbox

Building and Designing with YUI

Harnessing the Power of RSS

5:15 p.m.RIA (Rich Internet

Applications) Technology Evaluation

Mix, Match, and Mash-up: Learn How Reebok Created The Paradigm

Mash-up

Deconstructing...You!Web Site Searching

and the User Experience

Using Social Networks to Connect to

Customers

Conference Agenda • Day Two−December 4

Should a speaker be unable to attend, all efforts will be made to replace the speaker/session with one of comparable value.






Google Trends in Interactive Search Applications Mark Lucovsky, Technical Director, Engineering, Google, Inc.Tuesday, December 4 at 8:30 a.m.One of the important Web 2.0 trends is integrated and embedded search across problem spaces. The Google AJAX Search API is designed to allow applications to easily embed Google Search into their applications. The API supports parallel search across a number of sources including Web search, local search, blog search, video search, news search, and book search. While you can easily embed an AJAX-style search control on any page, the API is designed to support seamlessly, blending user-generated content with the large body of information that’s brought into your applications, using high-quality search. This discussion will look at the Search API as well as other recent trends in Google’s enablement of Web 2.0 technologies.

Keynote Presentat ions

Technologies of the FutureJeffrey Hammond, Senior Analyst, Forrester Tuesday, December 4 at 1:30 p.m.The Web 2.0 world of today has been built on well standardized protocols and technologies like HTTP, Javascript, XML and RSS. Now developers are using new technologies and development approaches to build on these core standards and push the boundaries of the Web as an interactive computing platform. Forrester Senior Analyst Jeffrey Hammond looks at trends in Web 2.0 application design and development and how developers are using the plethora of emerging platforms, languages, and techniques to build successful, and valuable, Web 2.0 applications. The talk will include real customer case studies in addition to research data to drive home the value of Web 2.0.will play in influencing the way people collaborate with friends and colleagues worldwide.

Workshops • Day Three−December 5

Time WORKSHOP WORKSHOP WORKSHOP

9:00 a.m. - 6:00 p.m.

WPF and Silverlight from the Ground Up

Making ASP.NET Scale Perform Effectively in a Web 2.0 World iPhone and Mobile Development Summit

Visit webbuilderconference.com for updates on Keynotes:

Opening Keynote Scott Dietzen, President and Chief Technology Officer, Zimbra, Inc.Monday, December 3 at 8:30 a.m.

Faster, Cheaper, BetterDavid Verba, Director of Technology, Adaptive Path Monday, December 4 at 1:30 p.m.






The development tracks at Web Builder 2.0 encompass the development lifecycle of Web 2.0 applications. These sessions examine, in depth, the technologies, platforms, languages, development approaches, and testing strategies that ensure you build the right Web 2.0 applications with the tools and techniques that improve application performance, reliability, and utility.

Day One | Track OneAJAX, Java, Silverlight and Flash – Rich Internet Application OverviewCoach Wei, CTO, Nexaweb Technologies, Inc. 10:00 a.m.In the Rich Internet Application (RIA) market, AJAX has been the center of gravity for the last few years, while Adobe has been pushing Flash-based offerings. In 2007, Microsoft announced Silverlight, and soon followed was Sun’s announcement of JavaFX. It is clear now that RIA is the next mainstream application development paradigm. We have four major technologies for building RIAs: AJAX, Java, Silverlight and Flash. To stay competitive, organizations need to get up-to-speed on these options and understand how they fit into an enterprise infrastructure.

This session gives an overview of the RIA market, including different AJAX frameworks and tools, analysis of Java and JavaFX, and recommendations on when to use which technology. Further, this session explains the evolved enterprise architecture given the rise of RIA, Service Oriented Architecture (SOA), mashup and mobile computing. An enterprise reference architecture will be presented that encompasses SOA and Web Oriented Architecture (SOA) to guide organizations in this next paradigm for computing.

OpenAJAX Alliance – Fulfilling the Promise of AJAX Jon Ferraiolo, Web Architect, IBM, 11:15 a.m.This talk will introduce OpenAJAX Alliance, its recent accomplishments and plans for the future. A key topic will be the OpenAJAX Hub, a small JavaScript library that provides integration glue that enables multiple AJAX toolkits to work together on the same Web page, such as within a mashup. The talk will discuss the current state of industry support for the Hub, including a list of AJAX toolkits who have announced plans to ship the Hub within their toolkit, and there will be demos of the Hub in action. The talk will also highlight other OpenAJAX activities, including the OpenAJAX Registry, the Communications Hub, AJAX IDE metadata standards, Mobile AJAX, and AJAX security.

Mobile AJAX with ICEfacesStephen Maryka, CTO, ICEsoft Technologies, 2:45 p.m.As interest in mobile AJAX gathers in the wake of the Apple iPhone release, the ICEfaces open source project is poised to deliver mobile AJAX solutions today. This session will discuss the major additional challenges you will face trying to develop RIAs for the mobile space, and learn how server-centric technologies can help you overcome those challenges. This session will start with some live demonstrations of ICEfaces-based applications running on various mobile devices. We will continue with an architectural overview of ICEfaces with an emphasis on development and deployment considerations for resource-constrained mobile devices. Finally, we will discuss emerging best practices for mobile AJAX application design.

Next Generation UI for Rich Internet ApplicationsChristophe Coenraets, Senior Technical Evangelist, Adobe Systems, 4:00 p.m.The fusion of advanced digital business processes with SOAs is enabling organizations to revamp their middle and back-end technology tiers and unlock the value of information previously contained in separate application silos. But what about the front end, and the ways in which people interact with Web services enabled by SOAs?

Unfortunately, the demand to build applications of increasing complexity continues to outpace capabilities in traditional Web browsers. IT professionals are realizing that traditional Web browsers are the Achilles heel of today’s SOA strategies. Browsers cannot connect natively to Web services or interact with message-based data. They are also OS dependent, making software development and testing extremely arduous and time-consuming. To tap the full value of SOAs and Web services, forward-looking IT professionals are turning their attention to design patterns and technologies that can improve the client side of the equation.

In this session, the speaker will cover:

How to combine SOAs with RIAs to radically transform how business is conducted and how business is conducted and how people interact with systems.

How developers can marry revamped back-office infrastructures with exciting new types of front-office applications — all while capitalizing on the popularity and ease of use of the Internet and intranets.

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Coding & Development Tracks






RIAs as OS and client agnostic systems that combine the dynamic, graphical experiences of traditional client-server programs with the reach and connectivity the Web,

How developers can use a combination of AJAX, Flex and Adobe AIR (formerly Apollo) to design and deploy higher performance, data - rich applications that run in the browser and on the desktop, rich communication and collaborative applications, and larger scale applications that include rich audio and video, local storage, and cross domain access capabilities.

How to Get Richer Faster with an AJAX RIA and SOA StrategyKevin Hakman, Director, Developer Evangelism, TIBCO General Interface, 5:15 p.m.Two trends in applications architecture — AJAX RIA on the client side and service orientation on the server side — are enabling powerful enterprise solutions that can be leveraged in diverse business environments. In this session, Kevin Hakman, AJAX veteran and co-founder of TIBCO’s award-winning General Interface toolkit, will use real world case studies to demonstrate how organizations are taking advantage of both of these advancements in application architecture to provide AJAX Rich Internet Applications that double the applicability of SOA investments. Attendees will hear how to deliver feature rich, high productivity end user applications to the business.

Day One | Track TwoWeb-Scale Computing: Life in a Post Web 2.0 WorldMike Culver, Web Services Evangelist, Amazon Web Services, 10:00 a.m.Launching a site is much different today than it

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was in the hey-day of the dotcom era. In today’s environment, investors are much more cautious (some would say “much more realistic”) about investing in unknown companies with unproven ideas. At the same time, Internet users have performance expectations that are unrealistic for a frugal startup’s bank account. So how do you launch a scalable Web site without a scaleable bank account? Fortunately, innovation continues at a mind-bending pace!

This presentation will showcase some thought-provoking new directions that Web Services are headed in while at the same time providing the blueprint for “Web-Scale Computing”- enabling you to utilize Amazon Web Services to build an elastic architecture that can quickly respond to demand. Finally, you’ll see a demo that shows you how to set up a virtual server using Amazon EC2. Amazon spent ten years developing a world-class technology and content platform that powers Amazon Web sites for millions of customers every day. Most people think “Amazon.com” when they hear the word; however developers are excited to learn that there is a separate technology arm of the company, known as Amazon Web Services or AWS. Using AWS, developers can build software applications leveraging the same robust, scalable, and reliable technology that powers Amazon’s retail business. AWS has now launched eleven services with open APIs for developers to build applications, with the result that over 220,000 developers have registered on Amazon’s developer site to create applications based on these services.

Practical Design for DevelopersDavid Verba, Director of Technology, Adaptive Path, 11:15 a.m.AJAX, new application frameworks, and more iterative development processes means that many developers find themselves working more closely with designers or even being charged with design

themselves. You know that a great user experience is key, but how can make sure your project is a success?

In this session, we will survey principals of visual design, interaction design, information-architecture and user research. Using these concepts as a foundation, we will discuss important design issues with an emphasis on AJAX, leading to methods to address them. Whether you need to work with a designer or do the work yourself, you will leave this session with resources, ideas, and examples you can apply immediately.

CSS, Skins and Themes for the ASP.NET DeveloperPaul Sheriff, President, PDSA, Inc., 2:45 p.m.Want to make your HTML efficient and easy to maintain? Cascading Styles Sheets (CSS) are the answer. Many developers use an HTML Table structure to layout their data input pages. While this works it is not the most efficient, and not very flexible. Learn how to use CSS to build input pages that can change without modifying every page and every table in your ASPX pages. Also learn the difference between Themes/Skins and CSS.

You will learn:

Why using CSS will make your applications faster

How to use CSS the best way

How to eliminate tables in HTML with CSS

How to create skins and themes

➢How to use skins and themes and CSS together

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A Blog-Oriented ArchitectureDL Byron - Principal, Textura Design, 4:00 p.m.This session is a case-study discussion of Textura Design’s work with Boeing, Intel, and other Fortune 100 companies that will focus on the unique uses of internal blogging as conversation tools, and how standards and technologies have made intranet user experiences richer. Byron will demonstrate a blog-oriented approach to intranets, blortals (blog + portal), and distributing blog content across the enterprise.

Watching the Web Take Shape: Structured Content, Micro Formats and Semantic WebWilliam Cava - Chief Technology Officer, Ektron, 5:15 p.m.The Semantic Web is an extension of the current Web that will allow you to find, share, and combine information more easily, provides well-defined meaning, better enabling computers and people to work in cooperation. It relies on machine-readable information and metadata expressed in RDF. The Semantic Web is a project that intends to create a universal medium for information exchange by giving meaning (semantics), in a manner understandable by machines, to the content of documents on the Web. Currently under the direction of its creator, Tim Berners-Lee of the World Wide Web Consortium, the Semantic Web extends the ability of the World Wide Web through the use of standards, markup languages, and related processing tools. This session describes the semantic Web and discusses the use of microformats within HTML code to provide additional formatting and semantic data that can be used by applications.

Day Two | Track OneAJAX in PortalsTed Goddard, Senior Software Architect, ICEsoft Technologies 10:00 a.m.Looking for the simplest way to add AJAX capabilities to your Java EE application? Come to this presentation and discover how the open source ICEfaces framework, with its server-centric approach, enables you to build AJAX-enabled applications in a pure Java programming model that eliminates the need for complex JavaScript development. This presentation will introduce you to the key features of ICEfaces, including a pure Java/JSF development model, a rich component suite with comprehensive 3rd party component support, the industry’s first and most mature “AJAX Push” capability, and the strongest security model available. Beyond a basic introduction to ICEfaces, you will gain exposure to the vibrant ICEfaces.org community, and will learn about important new functionality on the ICEfaces roadmap, including JBoss Seam integration, portal support, improved accessibility and security features, as well as significant new IDE integrations. You will leave this presentation with a working knowledge of how to leverage ICEfaces in your existing Java EE development process to add AJAX capabilities in the simplest and most transparent fashion available.

Building RESTful Rich Internet Applications Peter Rodgers, CEO, 1060 Research, 11:15 a.m.A Rich Internet Application based on a RESTful resource-oriented design is easy to compose when built on a RESTful software infrastructure. This session explores the RESTful approach to software design, development and execution from client to the depths of server-side code. Learn how using a RESTful approach not only simplifies design, it increases flexibility and performance.

Data Management for Successful AJAX Development Bryan Cole & James Farley, 2:45 p.m.New AJAX components are often constructed with the idea of modular reuse—but how do those components behave when tasked with delivering functionality from multiple applications and numerous business purposes? This session covers tips, techniques, and common pitfalls of AJAX component development with a focus on proper data management to ensure a successful deployment and lifespan of distributed SOA components.

The Imperfect World of Enterprise Composite Applications Paulo Rosado, CEO, OutSystems, 4:00 p.m.A lot of excitement surrounds the world of enterprise mashups or composite applications. There is a desperate need from business users to innovate through IT solutions. These solutions need to be deployed fast and be tuned faster as the business learns what works and not works. In a perfect world, some say, this idyllic promise can be satisfied with SOA deployed across the enterprise and browser-based Rich Client Interfaces composition tools.However, with the first wave of composite applications deployed now for a few years, many companies have realized that there are many other factors important for success. This session will address those issues including: having to use insufficiently-defined Web Services, overcoming inadequate performance SLAs from Web Services, proving that AJAX does not ensure user adoption, and the need for a local persistent database when building a composite. It will provide examples of how enterprises with more mature composite applications have been able to maintain and evolve these systems over a multi-year lifecycle.






RIA (Rich Internet Applications) Technology Evaluation Jnan Dash, Chief Strategy Officer, Curl, Inc., 5:15 p.m.With the onset of “Web as a platform” for building rich internet applications (RIA), several technologies have surfaced. These RIA’s are serious business applications for the enterprise, with read/write transactions, and demanding high scalability, operational robustness, and very high performance. Available technologies include Adobe’s Apollo (formerly Flex), Varieties of AJAX tools, Curl, and yet to be available Silverlight from Microsoft. A just-completed technical study of deploying these technologies is the basis for this presentation. Areas to be covered: development ease and productivity, operational issues, performance and scalability issues, server-side roundtrips, and ease of use. Catered to — developers building RIA’s for enterprises and project leaders evaluating migration of current client-server applications to Web 2.0 technologies.

Day Two | Track Two Using Silverlight for Business ApplicationsBilly Hollis, Author/Consultant, Next Version Systems, 10:00 a.m.Microsoft’s Silverlight makes software-as-a-service much more feasible because it allows a far better user experience than HTML-based applications. However, the programming model for creating user interfaces and working with data is radically different from traditional browser-based software. This session covers the basics on creating UI and accessing data from Silverlight, and how to publish and deploy Silverlight applications.

Exploring the ASP.NET AJAX Control Toolkit Robert Boedigheimer, Web Application Architect, Schwan Food Company, 11:15 a.m.Discover how to add great new functionality to ASP.NET web sites using the AJAX Control Toolkit. Review the masked edit extender which allows the developer to specify a specific pattern that the input must match. This extends the TextBox control to display the mask to the user for better feedback about what is required for entry. See how the AlwaysVisibleControl extender can keep a control pinned to a specific area of the browser so that even when the user scrolls the content will be visible. Learn how the Accordian control can allow multiple areas with content with only one displayed at a particular time. These are just a handful of the controls available from the toolkit. Why live with dated user experiences in your ASP.NET web sites when these can enhance the site experience so easily?

Building Web.Next Applications with SilverlightLaurence Moroney, Silverlight Evangelist, Microsoft, 2:45 p.m.In this talk Laurence Moroney, Silverlight Evangelist, will give a tour of the Microsoft User Experience strategy offerings spanning web, mobile and desktop applications. He will then drill down into more detail on Microsoft Silverlight and how it empowers the designer/developer workflow experience to improve productivity. He will then tour the main artifacts of building in Silverlight including XAML, the Browser DOM integration (including scripting in JavaScript), and the new ‘mini’ CLR that allows developers to write code in C#, Visual Basic, Python, Ruby and more and have them execute browser-based applications. The talk will be full of code samples and demos.

Tuning for Performance in ASP.NET Web 2.0 Applications Kent Alstad, 4:00 p.m.

Enterprises are taking advantage of the explosion of Web 2.0 tools and Microsoft’s ASP.NET to create highly interactive and personalized Web sites that incorporate a plethora of dynamic features (blogs, user-reviews, personalized views, etc.). As these sites become successful, they inevitably face performance challenges. Highly dynamic content amplifies these challenges. This session discusses these challenges and their solutions. It demonstrates how developers and network managers can optimize ASP.NET applications using both coding techniques and new third party tools and appliances. Kent will provide real-life examples of how innovative ASP.NET sites are increasing performance and scalability without sacrificing flexibility and new features, and without getting stuck in an application tuning loop.

Mix, Match and Mash-up: Learn How Reebok Created the Paradigm Mash-up Ricardo La Rosa, Director of Emerging Interactions, Molecular, Inc., 5:15 p.m.Enterprises are taking advantage of the explosion of Web 2.0 tools and Microsoft’s ASP.NET to create highly interactive and personalized Web sites that incorporate a plethora of dynamic features (blogs, user-reviews, personalized views, etc.). As these sites become successful, they inevitably face performance challenges. Highly dynamic content amplifies these challenges. This session discusses these challenges and their solutions. It demonstrates how developers and network managers can optimize ASP.NET applications using both coding techniques and new third party tools and appliances.






Day One | Track OneUsability Isn’t Just For Users: Designing and Deploying a CMS-Based Web SiteEvan Gerber, Senior Consultant, Content Management, Molecular, 10:00 a.m.Ease of use is crucial to the success of any Web site. But what about the ease of use of your content-management system? Taking the time to develop a usable administrative interface for your CMS can cut total cost of ownership and streamline maintenance.This session is based on practical experience gained from multiple CMS implementations. Learn the best practices for assessing who your audience is and how to design for them. You’ll learn how to select a CMS that’s suited to the needs and abilities of the admin users; how to design and implement the simplest possible workflow; how to develop a site that can scale for growth but remain useable; and how to maintain the system over time.

This session gives an overview of the RIA market, including different AJAX frameworks and tools, analysis of Java and JavaFX, and recommendations on when to use which technology. Further, this session explains the evolved enterprise architecture given the rise of RIA, Service Oriented Architecture (SOA), mashup and mobile computing. An enterprise reference architecture will be presented that encompasses SOA and Web Oriented Architecture (SOA) to guide organizations in this next paradigm for computing.

The Right Tests at the Right Times Lance Loveday, CEO, Closed Loop Marketing; Sandra Niehaus, VP, User Experience & Creative Director, Closed Loop Marketing, 11:15 a.m.Conducting user tests at several critical stages of a Web development project can save time and money that you would have otherwise spent on panicky late-phase fixes. And you don’t need a testing lab to do it. Learn how to

use a variety of usability tests—design feedback, paper prototyping, card sorting, task and timing analysis, and multivariate testing—to iteratively shape your project and get great user feedback.

Designing for Discoverability Steve Mulder, Principal Consultant, User Experience, Molecular; and Joanne McLarnon, 2:45 p.m.When it comes to creating successful sites, half the battle is making things discoverable. If users don’t notice what we want them to notice, they’ll never be satisfied (and neither will we). How do people scan Web pages? What makes some things on a page more visible than others? How do we make sure critical content and functionality are actually seen? Come discover practical tips and tricks for taking advantage of what we know about the human eye to make your site more effective.

Users as Information Architects: Is Tagging Right for Your Site? Joshua Porter, Bokardo Design, 4:00 p.m.The idea is simple. Just ask users to free-associate words and phrases with every piece of content you have. Soon you have a site organization that’s completely user-driven, making it easy to find everything in a heartbeat. This is “tagging” — letting users decide the categorization of the content on the site. Sounds straightforward, but does it work?

Sites like Del.icio.us and Flickr have pioneered the use of tags, demonstrating they their usefulness in several different settings. Even established players, including Amazon and Google, are using tags. Is tagging right for your site? Find out in this session, as you learn how tagging can help alleviate content challenges by allowing users to organize information all by themselves.

Your Home Page is Obsolete: Finding Your Way in Web 2.0 DL Byron - Principal, Textura Design, 5:15 p.m.The Web has changed the way we socialize and do business. And Web 2.0 has changed the way we design and browse. Truth is, no one cares about your home page—they’re coming into your site directly from a search and want to get right to the content. In this session, Byron will show you how to design for findability, address a searching user’s needs, and give your users the content they want.

Day Two | Track Two Designing for the Rich Web Experience: Design Patterns & Principles Bill Scott, Engineering Manager/AJAX Evangelist, Yahoo!, 10:00 a.m.Technologies such as AJAX and Flash have made it possible to create richer user experiences on the Web. One of the hallmarks of this experience is the demise of the page model: the necessity of always having to refresh the page for interaction. Instead of a standard page-to-page experience, we now have the opportunity to more closely model the real flow of the user.

But most Web designers are used to working with a page-based model, and information architects have traditionally embraced the page model in design artifacts such as wireframes. In this session, you’ll survey these interaction styles, learn why they work or don’t work, and explore a set of eight design principles that can inform the design of future products. See examples of good and not-so-good design patterns that are currently in vogue, and learn how to apply the best options to your efforts.

Design & User Exper ience Tracks






Best Practices for Social Web DesignJoshua Porter, Principal, Bokardo Design, 11:15 a.m.Time was when you could build a Web site indented for use by an individual. No longer. Software is used by groups of people for work and for play. As a result, designing Web sites and applications has become another degree harder, as our focus is now on the experience the many instead of the one.

In this session, social Web designer Joshua Porter illustrates important best practices culled from the early years of the Social Web. Best practices include: How to handle an audience uprising, What a first-rate community manager actually does, why you shouldn’t listen to anybody but users — and what to do when nobody is using your social Web application.

Best Practices in Flash Interface Design Dave Nelson, Senior Experience Designer, Adobe Systems, 2:45 p.m.With its mature development environment and ubiquitous player, Adobe Flash is an excellent choice for many types of rich Internet applications. But a Flash-based interface requires a different approach than the traditional, page-based model. And there are performance factors to consider: it’s critical to implement the interface in a way that leads to a smooth, fluid user experience—not a lot of “loading” messages. In this session, you’ll learn the best practices in Flash interface design. See how some top Flash designers are approaching the opportunities and challenges of Flash design, and learn how to create Flash applications that look great and work great, too.

Pixel Perfect: Photoshop Production Tips for Flash Designer Michael Ninness, Senior Product Manager, InDesign, Adobe Systems, 4:00 p.m.Photoshop and Flash work beautifully together—especially now that each is flying the Adobe flag. In this session, one of our most popular speakers will show

you as many tricks as time allows on how to make your pixels look their best before bringing them into Flash. You’ll learn the best ways to import PSD and AI files into Flash CS3; how to control Flash’s optimization settings for embedded bitmaps; how to load external JPEGs, PNGs and GIFs into a SWF file at runtime; how to instantly remove color casts; how to remove or reduce dreaded digital noise; techniques for selective focus and sharpening; how to resolve color conflicts between Photoshop and Flash; and more.

From Print to Web: XHTML Export from InDesign to Dreamweaver Michael Ninness, Senior Product Manager, InDesign, Adobe Systems, 5:15 p.m.What do you do when your clients ask you to put the annual reports you designed for them online? The gap between Web and print is a big one. Fortunately, Adobe InDesign and Dreamweaver CS3 have features that help smooth the journey. This session will walk you through the ins and outs of passing your print-based content over to Dreamweaver for Web publishing. You’ll see how the Export XHTML workflow works; learn best techniques for exporting images and text; see how to map InDesign styles to CSS styles; and learn the key issues to consider when converting documents.

Day Two | Track OneSecond Life: Business Boom, Bust, or Both?Steve Mulder - Principal Consultant, User Experience, Molecular, 10:00 a.m.It’s 3D, it’s buzz-worthy, and it could be the next-generation Internet. But is Second Life good for business? A growing number of companies think so. How are organizations using virtual worlds like Second Life for marketing, product development, ecommerce, customer service, and more? Hop aboard this entertaining tour of Second Life as we demystify what’s actually happening in the metaverse. We’ll uncover what’s working and not working for businesses that are experimenting in the Internet’s latest Wild West.

Anti-Patterns: Designing for a Poor Web Experience Bill Scott - Engineering Manager/AJAX Evangelist, Yahoo!, 11:15 a.m.Sometimes it’s instructive to look at design patterns in reverse — as a set of anti-patterns. In this session, Bill Scott will explore the common mistakes that designers and developers make when attempting to craft a rich Web experience. You’ll see counter-examples from consumer-oriented Web sites (both inside and outside of Yahoo!) as well as from enterprise Web applications. By the end of the hour, you’ll have explored fifteen anti-design patterns ranging from the Borg idiom to pogo-sticking navigation to metaphor mismatch, animation gone wild, missed moments, and more. By seeing what not to do, you’ll learn exactly what to do.

Strike Up the Brand: Designing for Branding Jared Spool, Founder, User Interface Engineering, 2:45 p.m.What’s the most effective way to strengthen a brand on the internet? Traditional branding techniques may not work. Indeed, if implemented poorly, those tried-and-true methods can actually hurt your brand.In this session, Jared Spool discusses how User Interface Engineering’s usability research has uncovered some fascinating truths about how people perceive brands on the Internet. Learn how “affinity branding” differs from “dispositional branding.” Find out why how “message branding” doesn’t work, but “experience branding” does. See how your users’ experience dictates their perception of the site, and learn how “seducible moments” can dramatically increase sales traffic.

Unpacking the Usability Toolbox Christine Perfetti, User Interface Engineering, 4:00 p.m.Design teams have many tools in their usability toolbox: usability testing, personas, focus groups, surveys, server log analysis, field studies, and more. But you have limited resources and can’t use every tool in every






project — and choosing the wrong tool for the job wastes resources.

Over the years, UIE has studied how the most successful organizations move their designs from concept to launch. In this session, you’ll learn the strategies of these successful organizations.

You’ll learn when cheap-and-dirty usability testing will work just fine and when you need to stick to a rigorous scientific methodology, collecting precise data for meticulous analysis and reporting. You’ll see how to use five-second tests, inherent value tests, surrogate tests, and field studies to fill in the gaps in your knowledge of your users.

Deconstructing... You Steve Mulder, Principal Consultant, User Experience, Molecular; and Jared Spool, Founder, User Interface Engineering, 5:15 p.m.Watch as two user experience experts critique our attendees’ sites. We’ll talk about what we liked and about things we think could be improved. Bring your pencil! Your site could be one of the ones we evaluate in this lively wrap-up session.

Day Two | Track Two What Makes a Design Seem Intuitive? Jared Spool, Founder, User Interface Engineering, 10:00 a.m.Everyone wants an “intuitive” interface: users, designers, and content publishers. But building them is hard. To build an “intuitive” interface, a designer has to do two things: take complete advantage of what users already know, so what they see is completely familiar to them; and make the act of learning anything new completely imperceptible. If the interface requires users to realize they are learning something, the “intuitive” label disappears instantly. Learn the two types of knowledge—tool knowledge and domain knowledge—

that users need to complete their tasks, and see case studies of what successful teams are doing to create user experiences that delight.

Sketching in Code: Using Prototypes to Visualize Interactions David Verba - Director of Technology, Adaptive Path, 11:15 a.m.As AJAX and rich Internet applications become ever more common, we increasingly hear about the value of prototypes for design and development. But choosing the right prototype can be an exercise in uncertainty. To help you get a better handle on the prototype process, this session surveys several different types of prototypes, with special focus on the appropriate audiences and uses for each. Learn the advantages and disadvantages of using interactive prototypes, whether you’re incorporating them into your development process or using them as a self-documenting deliverable. We’ll explore several prototyping techniques, provide examples, and discuss the skill sets required for each approach.

YUI: The Insider’s Tour Nate Koechley, Senior Engineer & Designer, Yahoo!, 2:45 p.m.The YUI Library is an open-source, a la carte JavaScript library for building richly interactive Web apps using techniques such as DOM scripting, DHTML, and AJAX. This library, free for the world to use, is the exact same code that is used globally and at massive scale on scores of Yahoo! sites. In this session, Yahoo!’s Nate Koechley will talk (and answer questions) about the design and technical philosophies behind the YUI. You’ll learn what the library can do for you today, where it’s heading, why and how Yahoo! decided to open-source it, and examples of its use in the wild. You’ll hear why you might like using it (and how it stacks up with the other leading libraries), and discuss examples of how it can help you provide an improved user experience for your visitors.

Building and Designing with YUI Nate Koechley, Senior Engineer & Designer, Yahoo!, 4:00 p.m.In this second YUI session, you’ll see how to build powerful interfaces with YUI. It’s a powerful, broad, well-documented library, but, like most things, taking the first step is the most difficult. It’s easier than you think. Did you know that AutoComplete—which gives the user the most powerful tool of all for navigating large data sets: human language—takes just three lines of code to use? Did you know that the famously intuitive programming interface for the Animation library reads like English? At the end of the session, you’ll be familiar with the style of JavaScript used in YUI, the syntax of library’s constructors and APIs, the interesting moments and custom events provided, and the wide range of optional features that are hidden below the surface of YUI. As a bonus, you’ll get introduced to new tools for communicating interface and project requirements between designers and developers, and ways to make sure that what you build is what you planned and designed. JavaScript cut-and-pasters are welcome, though familiarity with JavaScript syntax will allow you to get the most out of this session.

Web Site Searching and the User Experience Avi Rappoport, Principal Consultant, Search Tools Consulting, 5:15 p.m.Face it: visitors to your site want to conduct searches. That means providing a search feature, and that means dealing with an array of usability issues. Learn how to create effective search forms that let you balance simplicity and the need for advanced searching features. Find out the best ways to present search results, and learn how a coherent site architecture will make searchers more comfortable.






The Management & Strategy track at Web Builder 2.0 will feature the latest thinking on how to increase your site’s traffic, sales and overall ROI, while also examining how to manage and capitalize on the unique opportunities presented by Web 2.0

Day OneTalk Amongst Yourselves: How Blogs, Wikis and Social Media are Transforming BusinessDL Byron, Textura Design, Inc., 10:00 a.m.Blogging on the public Internet is mainstream. Now comes the next revolution: blogging within an organization. A growing number of corporations and institutions—including Boeing, Intel, and NASA—are using blogs and social media to foster internal collaboration and improved knowledge management.

Learn the unique uses of internal blogging, see how standards and blog technologies have made intranet user experiences richer, and discover the potential for RSS workflow. We’ll conclude with a discussion of blogging strategies aimed at helping you to start the blogging conversation at your company or organization.

Make AJAX Work for Your Site and Your Users: A Case Study on Improving Product SelectionSteve Mulder, Director, Emerging Interactions Molecular, 11:15 a.m.AJAX changes the way the Web works, bringing exciting new possibilities to Web interfaces. But how do we use AJAX to give users a richer, more powerful interface without sacrificing ease of use? A common way to answer this challenge is to improve product selection for Web users.

Web sites can better help users select products, services, or content by implementing a variety of tools. These tools help users to find exactly the right item for their needs—quickly and easily. Faceted navigation has long been an effective tool to accomplish this challenge, helping users winnow down options.

Come see how we applied AJAX to Script.aculo.us in order to create a rich interface on top of faceted navigation—making product selection easier (and more fun). You’ll learn that building applications like this requires more than just leveraging JavaScript effects, and how to tackle that issue. We will describe the technical architecture and review all the different libraries we used in building our rich navigation. Also, we’ll share what we learned from usability testing that can make any AJAX interface work better.

Throughout this case study you not only learn how we accomplished creating a richer navigation, but gain insider tips and nuggets on how you can do it too!As part of their presentation, the speakers will share a demonstration of RIA, named the Molecular Wine Demo Site, which is an RIA application build by Riccardo and Steve. You can use and test the power of this RIA application yourself by visiting http://wine.molecular.com/. Please use Mozilla Firefox 1.5 or Internet Explorer 7 browsers use the application.

Attendees will learn:Why now is the time to incorporate RIA into your siteExamples of this popular Web innovation, Lessons learned and user feedback, The differences between RIA, AJAX, Web 2.0, How to get started, Frameworks: what they are, why to use them and which one is right for you,

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How to exchange data in AJAX, and Case study demonstration: a winnowing tool using Microsoft Atlas and Script.aculo.us.

PR in a Web 2.0 World: Getting Found in All the Right PlacesGreg Jarboe - Co-founder & Principal, SEO-PR, 2:45 p.m.According to the Pew Internet & American Life Project, 50 million people get news online on a typical day. Yahoo! News and Google News are in the top 10 US news and media Web sites. Millions view videos or listen to podcasts daily. According to Pew Internet & American Life Project more than half (55%) of all online American youths ages 12-17 use online social networking sites. Technorati reports that 100,000 new blogs are created daily, and 65,000 new videos are uploaded daily to YouTube. Astute marketers and public relations professionals combine these media in their media relations and marketing efforts. They are getting more attention for their news and creating additional traffic-driving sources for their websites. Are you leveraging the value of your digital assets across all of these opportunities? If you are not, you may be missing potential traffic.

Agency 2.0: Managing Successful Web Development ProjectsKayden Kelly - President & Managing Director, Blast Advanced Media, 4:00 p.m.Managing Web development projects is harder than it looks. No matter how great your design and technology is it must be supported by great people, systems and processes, all backed up with solid documentation and communication to make it successful.

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Management & Strategy Track






Join us to hear developer Kayden Kelly tell the story behind Blast Advanced Media, which has grown from one guy in a garage 8 years ago to a successful Web design and development agency today. Kayden will relate the mistakes made and lessons learned in his years of managing Web development projects.

In this session we’ll discuss successful approaches to a variety of management issues as they relate to Web development projects, including: staffing, leading, how to build and foster a company culture, making technology decisions, utilizing proper systems & processes, managing projects, documentation, measuring success, managing clients, and managing partnerships. You don’t have to work in an agency to get something out of this session. Many of the concepts that will be covered can be applied to help you achieve individual and team greatness, and have fun doing it.

Join us if you want to gain insight into how a successful agency operates and avoid some of the common mistakes managers make in the Web development world.

Designing with Web Analytics in MindAlan K’Necht, 5:15 p.m.Since the beginning of the Web, Internet marketing teams have sought for ways to measure the performance and success of their sites. To answer this call, numerous Web analytics tools have been developed. However, as the coding of Web sites becomes increasingly complex, the task of measurement becomes more difficult. Web marketers want detailed metrics; web developers want rich sites that require complex code—two seemingly contrary goals. Or are they? This session will build a bridge between these two opposing forces by detailing how the needs of Web analytics can be addressed during the Web site development process, resulting in a richly designed site with detailed metrics. Examples

of good and bad Web development techniques (from the perspective of Web analytics) will be shared, along with strategies to address the difficulties in measuring mash-ups and other Web 2.0 elements.

Day TwoOnline Advertising Update: Google Takes OverLance Loveday - CEO, Closed Loop Marketing, 10:00 a.m.The online advertising landscape has shifted dramatically over the past few years as Search has grown to be the dominant ad platform. Google has been the driving force behind the mainstreaming of Search, but with its recent moves it is clear that Google’s vision is much broader. In this session we’ll review the reasons behind the major shift in ad dollars toward the Internet, analyze the current state of online advertising and discuss the trends and players that are promising to reshape the advertising world as we know it. We’ll do a live demonstration of the Google AdWords platform and explain its role in catapulting Google to the top. And we’ll end by showing why Google is poised to turn the whole advertising industry (not just online) on its head.

Pleasing Users and Search Engines Alike: Balancing Design, Usability, and SEOLance Loveday - CEO, Closed Loop Marketing, 11:15 a.m.Traditionally, Web designers were taught to focus on aesthetics. More recently, their scope has expanded to include usability and search engine optimization (SEO). Conventional wisdom says focusing on one detracts from the others. So designers often feel like they compromise—and end up with a mediocre design.

But do you really have to choose? What if you could do it all?

In this session, you will:Gain an understanding of why showing up in search results is getting increasingly important,

Go under the hood of live sites that have achieved that rare combination of beauty and usability while attaining top rankings in the major search engines, and

Get actionable tips on how to structure, design and code sites in ways that please both users and search engines.

Web Design for ROI: Turning Browsers into BuyersSandra Niehaus, User Experience Architect, Closed Loop Marketing, 2:45 p.m.Few organizations have a bottomless Web design budget. That means few designers have the luxury of leisurely experimenting with Web page design variations—they’re tasked with producing a winning solution ASAP. If this sounds like you or your organization, this session is for you.

Learn how to prioritize your design efforts by identifying the elements with the greatest impact on Web page effectiveness. In a practical, how-to approach to design, we’ll discuss the most important concepts and elements to address for effective landing pages, home pages, category pages, product pages, forms, shopping carts, and checkout processes. We’ll share guidelines, show case studies, and look at current examples to illustrate what works—and why. When it’s your job to make your site beautiful and profitable, you’ll want to start here.

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Pleasing Users and Search Engines Alike: Harnessing the Power of RSSAmy Greer, Director, Search & New Media, Closed Loop Marketing; and Roger Gillian, 4:00 p.m.RSS. You’ve heard about it, read about it, and probably even use it. But how do you harness its power for your company? In a world where 120,000 blogs are created every day and hundreds of millions of videos are posted on the Web, people are inundated with choices. How do they sift through those choices? They subscribe to RSS feeds. How do you make sure they subscribe to your feeds? You come to this session.

In this informative and educational presentation, you’ll learn the difference between “nice to have” and “must have” feed elements—and the impact those elements have on people finding your feeds. You’ll see good and bad examples of how feeds render in various feed readers and learn what you can do about it. We’ll even provide a checklist of RSS best practices to take with you. Packed with specific examples, screen shots and actionable intelligence, this session will give you the information you need to harness the power of RSS for your organization.

Using Social Networks to Connect to CustomersYuval Zukerman - Consultant/Technical Architect/Engineering, Molecular, Inc., 5:15 p.m.Social networks allow users to not only talk with each other but to also relate with each other based on shared interests and connections. These relationships can foster entire networks with thousands of participants. While you may think this is just a modern day “chat room” with no implications for your business, you couldn’t be further from the truth. In today’s world of the dominant customer voice, you need to understand and engage with your customers on their turf—and their turf means places like social networks.

During this presentation, Web 2.0 expert Yuval Zukerman will provide a comprehensive lesson on social networks. He’ll delve into the types, categories, and characteristics of social networks, giving a wealth of examples. You’ll learn who’s using this next generation form of online get-togethers, along with research demographics and user/usage statistics. You’ll get an inside look at what features users are clamoring for, as well as what issues, such as privacy and safety, are playing a role in the future of social networks. Once Yuval has transformed you into a social networking guru, he’ll also provide tips on how you can utilize this new Web 2.0 connectivity phenomenon as a marketing means, with real-world examples of who’s doing it and how.

You will also learn:

How to leverage social networks to build brand recognition and drive marketing success,

The different types of social networks and their specializations,

The role of social networking in the international market, and

What’s ahead for social networks.

Conference Chairs

Lance LovedayCEO, Closed Loop Marketing, Management TrackAs founder and CEO of Closed Loop Marketing (CLM), Lance’s primary goal is helping organizations rethink and revitalize their approach to online marketing. CLM provides results-focused consulting on the entire ‘closed loop’ of an effective online marketing campaign, from initial strategy development to execution to ROI analysis, and has earned

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high praise from Hewlett-Packard, Quicken Loans, SalesForce.com, and many others for engineering results for them.

Jim HeidContributing Editor, Macworld, Design & User Experience TrackJim Heid is one of the most experienced technology writers and instructors in the world. His 24-year career began at the dawn of the personal computer revolution, when he quit his job as a typographer to become technical editor of Kilobaud, one of the first computer magazines. He’s been online since 1980, when he fired up a 300-baud modem and logged onto The Source, an early online service.

Since 1998, Jim has served as Conference Chair for over a dozen Thunder Lizard conferences, and has spoken to thousands of Web professionals on subjects ranging from typography to streaming media.

Jim has been a Contributing Editor and columnist for Macworld magazine since 1984, specializing in digital media topics ranging from Web design to DVD authoring. He has also written for the Los Angeles Times, Newsweek, PC World, and Internet World, and has taught at the University of Hawaii, the Center for Creative Imaging in Camden, Maine, and at dozens of conferences and industry events in between.

Peter VarholExcutive Editor, Reviews, Redmond Magazine, Development TracksPeter is the executive editor, reviews of Redmond magazine and has more than 20 years of experience as a software developer, software product manager and technology writer. He has graduate degrees in computer science and mathematics, and has taught both subjects at the university level.






Workshops

Roll up your sleeves for eight hours devoted to one technical area – choose the focus that best fits your needs

WPF and Silverlight from the Ground UpBilly Hollis, Author/Consultant, Next Version Systems, 9:00 a.m.Web applications are in transition to better user interfaces, and one of the most powerful options to achieve better user experience is Microsoft Silverlight. As a subset of Windows Presentation Foundation, Silverlight allows highly rich UI with client-based state management, while still running in a protective sandbox and offering portability to Windows and Macintosh. This workshop will discuss, compare, and contrast WPF and Silverlight, highlighting use cases,technologies, and strategies for becoming a proficient developer on these platforms.

Making ASP.NET Scale Perform Effectively in a Web 2.0 WorldKent Alstad, Chief Architect, Strangeloop Networks; and Richard Campbell, Product Evangelist, Strangeloop Networks, 9:00a.m.The challenge of Web 2.0 applications is sudden, explosive growth in users and transactions. Building ASP.NET applications to tolerate this rapid growth takes specific techniques and an overall strategy of learning how your application behaves under the demands of your rapidly growing user base. This full-day workshop walks you through the entire process of developing your ASP.NET application to handle the loads the success of your business will create.

You’ll learn:

Performance and scaling strategies. Start off the day thinking through the strategies to make your ASP.NET application scale and perform. You’ll dig into techniques for specialization, where specific tasks your application requires can be isolated from the rest of the application so that they can be tuned independently. Also evaluate how your application can use distribution to split specific workloads across multiple servers

Building the application. Once you have an idea of how you’d like to scale your application, explore the specific coding techniques that create the layer isolation needed for specialization. See how caching is the king of performance and scaling, and how you can apply caching techniques to your application

Load testing. Don’t let the first time your application fails under load to be in production! Effective load testing shows you where the bottlenecks of your ASP.NET application lie so that you can address them effectively. The challenge is developing the right set of metrics so that you can create meaningful benchmarks as your application evolves

Refactoring for scale. Optimization is a cycle, so plan to revisit and refactor your code routinely. With the information gathered from your testing, you are able to develop tactics to implement further improvements in your application. Sometimes these refactorings are minor, sometimes they represent massive restructurings of your application. Learn how to think through a refactoring and decide if the return on your efforts will be worthwhile.

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iPhone and Mobile Development SummitBrian Fling, Director of Strategy, Blue Flavor &Garrett Murray, Senior Developer, Blue Flavor, 9:00a.m.Mobile phones have been getting smarter for some time now, but this year’s introduction of the Apple iPhone brought the mobile Web into the mainstream—not to mention to the front page of many newspapers.

It’s true that the iPhone can display most Web pages exactly as they’d appear on a personal computer. But it’s also possible to create Web sites and applications that look and work much like the iPhone’s built-in applications. Sites that do are the ones that will win the hearts and fingertips of iPhone users.

In this full-day workshop, conducted by the creators of the wildly popular Leaflets portal for iPhone users (www.getleaflets.com), you’ll learn about the kinds of development options and opportunities that the iPhone provides. See how to create an “iPhone-friendly” version of a site, and learn how to create Web applications that match the iPhone’s look and feel. Even if you aren’t developing for mobile devices just yet, you won’t want to miss this workshop. You’ll learn solid development practices—with CSS, XHMTL, information architecture, usability, and more—that will improve all your Web design efforts, whether mobile or not. And you’ll gain valuable insights into mobile strategy that will prepare you for the next sea change in Web design.






The Las Vegas Exper ience

Renting a Car? Get Special Discounts from HertzHertz is also offering special discount rates on rental cars to all Web Builder 2.0 attendees. Please call 800-654-2240 for details and reference number CV 041T0001.

Visiting Las VegasThere’s always something new to discover in Las Vegas. Visit the Official Las Vegas Tourism site at visitlasvegas.com and start planning your trip today!

Travel by Air: Fly United and SaveWeb Builder 2.0 attendees qualify for discounts of 5% to

15% off fares for United Airlines. Some restrictions will apply.

For United opportunities, call United’s Specialized Meeting Reservations at 800-521-4041 and reference ID number 563DX.

Learn in Luxury at the Mandalay Bay Resort and CasinoThe Mandalay Bay features:

Rooms with pillow-topped beds, warm textiles and 42” plasma TVs, An outdoor experience that includes a wave pool, lazy river and real sand,Dining opportunities at the StripSteak, restaurant rm, r·bar·café, Fleur de Lys, Wolfgang Puck’s Trattoria del Lupo, and more,Two spas that feature a wide array of culturally inspired world treatments and services, A one-of-a-kind retail venue featuring more than 40 boutiques, andA complimentary 24-hour tram between the Mandalay Bay, Luxor and Excalibur.

Until November 9th, you can reserve a room at the Mandalay Bay for just $159/night at our special attendee rate. Call the hotel directly at (877) 632-7800 or (702) 632-7777 and be sure to mention Web Builder.

Mandalay Bay Resort & Casino 3950 Las Vegas Blvd. SouthLas Vegas, Nevada 89119 (877) 632-7800 or (702) 632-7777

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Double Your Money, ON USWe’ve partnered with the Mandalay Bay Resort and Casino—your conference headquarters—so you can play away after and between sessions.

Plus, we’re throwing in $50 in free chips so you can hit the tables and double your money on the huge gaming floor at the Mandalay Bay. We’re talking 135,000 square feet of roulette, blackjack, craps, you name it!

Sign up by October 31st to get your free $50 in chips. Call (800) 280-6218 or (541) 346-3537 or register online at webbuilderconference.com

*To be eligible for the $50 in Mandalay Bay Resort chips, you must register for either the Gold Passport for Web Builder 2.0 Las Vegas by October 31, 2007 using priority code: WBBRO. The $50 in chips will be delivered onsite at the registration check-in area of the Mandalay Bay Resort. This offer is only available to new registrations made during the promotional time period using the appropriate priority code. This offer is non-transferable and must be claimed in person by the attendee.




http://www.visitlasvegas.com




Corporate & Design TeamsBring three or more of your colleagues and we’ll extend even greater savings to the group. To qualify, all registrations must be paid on the same transaction with a corporate check or corporate credit card. Multi-registration discount is as follows:

Register 3+ colleagues $895 per person per track*

Gold Passport Group PricingRegister 3 - 5 colleagues $1,095 per person* = $500 off the standard rate Register 6 - 9 colleagues $ 995 per person* = $500 off the standard rate Register 10+ colleagues $ 895 per person* = $700 off the standard rate

Registration ConfirmationRegistration will be confirmed by e-mail. You’ll receive a message as soon as payment has been received and your registration has been processed (approximately five working days). This e-mail will include the package you have selected and the amount you have paid, and will serve as your receipt for the conference. Please bring this to the onsite check-in desk the first day of the event.

A more comprehensive e-mail message will be sent closer to the conference start date. It will include information about onsite check-in, agenda updates and more.

Key DeadlinesWe encourage early registrations and will even discount the package you choose if you sign-up by the Early Bird date. Our conferences do sell out, and registering by the Early Bird deadline helps secure your space. The Early Bird deadline for Web Builder 2.0 Las Vegas is October 31, 2007. If you register by the Early Bird deadline, you can also take advantage of our $50 Chip Giveaway at the Mandalay Bay.

Transfers & CancellationYour conference registration may be transferred to another person within your organization at any time by notifying us in writing. If you must cancel, please notify the conference registrar in writing by the Early Bird deadline: October 31, 2007. You will receive a refund for the package you chose, less a $150 cancellation fee. Cancellations made after the Early Bird deadline, as well as “no-shows,” are liable for the full registration fee.

In the event that the conference is cancelled by Redmond Media Group, registration fees only will be refunded. Cancellations of travel reservations and hotel reservations made directly with the hotel are the responsibility of the attendee.

Phone: 800-280-6218 (or 541-346-3537) Web: www.webbuilderconference.com

E-mail: [email protected] Fax: 650-570-6310

Gold PassportThe Web Builder 2.0 Gold Passport is your all-access pass to every session, keynote and workshop in Las Vegas. That’s over 70 hours of content spanning four focused technical tracks and a series of full-day workshops.

Save $200 on the Standard Rate of $1,595!Sign up by October 31, 2007

3-Day ConferenceDecember 3 - 5 $1,395

Two-day conference only Or, if time and budget are a concern, select just the two-day package:

Save $100 on the Standard Rate of $1,295Sign up by October 31, 2007

2-Day ConferenceDecember 4 - 5 $1,195

DiscountsFTP Alumni & Frequent LizardsHave you been to previous Thunder Lizard and FTP Conferences? If so, we want to extend special savings onto you, our frequent and best customers. Simply register for the package of your choice by October 31, 2007 and we’ll take $50 off your ticket. For more details, call 800-280-6218 (or 541-346-3537).

Regist rat ion




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