The Forrester Events site was market driven, with its target audience being senior level executives. The objective was to provide this audience with a colorful experience, as if they were attending the conference in person. It was for these reasons that the site was designed to have a completely different look and feel than the corporate research site. However, we had to couple a more graphical look and feel with the characteristics of the audience: people with little time, who want information easily and quickly. Therefore, the navigation of the site reflects an ability to move laterally from all the subcategories, while not taking up a great deal of space on the page.
Another objective was Forrester's idea that the site be "virtual". Together, Forrester and Twinn developed a plan so that the content of site could be updated within minutes of each speaker. The plan included: digital photographers who would photograph the speakers as they spoke and deliver the images via FTP to Forrester; editors who listened to the speech and put together and delivered a synopsis of the speech and QA; a team who received the copy and photographs at Forrester and put them together in HTML templates; which were then placed on the live server.