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World Usability Day
Estonia 2017

9. - 12. november, Tallinn University

GET YOUR CONFERENCE TICKET

This year’s event is bigger than ever! This 4 day event includes a full day of FREE conferences from 8 UX professionals on 10th of November.

Next to conference, on 9th, 11th and 12th, we are running workshops to give even better insights to different interesting topics. Sign up quickly - each workshop has a limited number of participants!

Speakers

Steve Rawling

Steve Rawling

Ex-BBC journalist & author
"Be Creative - Now!"

Why Smart People Do Stupid Things

Molly Norris

Molly Norris

Full-stack product designer
at Pivotal Labs

UX for Growth

Lawrence Kitson

Lawrence Kitson

Service Design, Innovation & Product Management at Co-op Digital

Service design

Sophie Ashcroft

Sophie Ashcroft

Design thinker, designer
Hyper Island graduate

VR/AR

Joël van Bodegraven

Joël van Bodegraven

Product Designer
at TravelBird

Designing Anticipated User Experiences

NurGul Karadeniz

Nur Karadeniz

Service Design Director
Fjord at the Dock – Dublin

Design at the heart of innovation

Froukje Sleeswijk Visser

Froukje Sleeswijk Visser

Professor at TUDelft & author
"Service Design by Industrial Designers"

Design research in business

Panel

David Lamas & Aleksander Väljamäe & Kristi Kuusk

Next generation interactions

Workshops

10 Creative Tools to Develop Your Best Ideas November 9, 10.00 - 17.30

One day creative thinking workshop. Learn new ways to boost your creative power with techniques used across the media industry. BBC Academy trainer Steve Rawling will help you find, develop and sell your best ideas.

Storytelling November 11, 14.00 - 18.30

Half day business storytelling workshop. Learn to tell stories that help you pitch your ideas and influence colleagues and customers. Learn the tricks that journalists use to grab attention from former BBC News journalist Steve Rawling.

UX for Growth November 11, 09.00 - 13.30

Craft a user experience that inspires larger networks of people around the world to take action on behalf of your cause or brand. Come with your own challenge and leave with a blueprint to achieve your product growth goal.

Mapping journeys into action November 11, 10.00 - 17.30

Mapping journeys into action: Translating UX research into great first release products and services. This 1-day workshop will show how it's possible to move from initial discovery research through to developing the first version of your digital product or service with minimal friction between UX, visual design, product & technical practices maintaining a focus on supporting user behavior throughout. You'll learn new tools and techniques, and have templates you can take away and use immediately on your next project.

Design futures in mixed reality November 12, 10.00 - 17.30

Covering the past, present and future design capabilities of VR/AR technologies, what is the potential impact across design disciplines.

Designing for Automation November 9, 10.00 - 15.30

We’re moving towards the future with ambient technology, smart operating systems and anticipatory experiences. This workshop is an introduction to Anticipatory Design. You will explore the possibilities and applications of predictive UX by brainstorming and prototyping ideas to create automated services that anticipate people’s needs.

Rumble: Design Living services
with new technologies
November 12, 10.00 - 14.30

This hands-on workshop will lead you through an innovation session, designing a living service that explores the use of AI & IOT or the Blockchain, delivered by Fjord Dublin designers that live and breathe in this space where we call it Rumble! We will introduce new well-tested methodologies during the session.

Schedule

9th of November - WORKSHOPS

10:00 - 17:30 Steve Rawling:10 Creative Tools to Develop Your Best Ideas Tallinn University
10:00 - 15.30 Joël van Bodegraven: Designing for Automation Tallinn University

10th of November - CONFERENCE All talks at the main hall

09:00 Registration
09:30 Opening
10:00 Steve Rawling Why Smart People Do Stupid Things (and What You Can Do About It)
10:30 Coffee break
11:00 Sophie Ashcroft VR/AR
11:30 Joel van Bodegraven Designing Anticipated User Experiences
12:00 D. Lamas & A. Väljamäe & K. Kuusk Next generation interactions
13:00 Lunch
14:00 Lawrence Kitson Service design
14:30 Froukje Sleeswijk Visser Design research in business
15:00 Nur Karadeniz Design at the heart of innovation
15:30 Coffe break
15:00 Molly Norris UX for Growth
16:30 Closing
18:00 Party-schmarty!

11th of November - WORKSHOPS

09.00 - 13.30 Molly Norris: UX for Growth SEB Innovation Centre
14.00 - 18.30 Steve Rawling: Storytelling SEB Innovation Centre
10.00 - 17.30 Lawrence Kitson: Mapping journeys into action SEB Innovation Centre

12th of November - WORKSHOPS

10.00 - 17.30 Sophie Ashcroft: Design futures in mixed reality Tallinn University
10.00 - 14.30 Nur Karadeniz & Alessandro Argenio: Design Living services with new technologies SEB Innovation Centre

Venues

Conference and workshops

Tallinn University

Narva mnt 29
Astra building

Workshops

SEB Innovation Centre

Tornimäe 2
4th floor

How can we eat?

“The History of every major Galactic Civilization tends to pass through three distinct and recognizable phases, those of Survival, Inquiry and Sophistication, otherwise known as the How, Why, and Where phases. For instance, the first phase is characterized by the question 'How can we eat?' the second by the question 'Why do we eat?' and the third by the question 'Where shall we have lunch?”

Douglas Adams, "The Restaurant at the End of the Universe"

So, where shall we have lunch?

Astra building has a cozy cafeteria Oaas just 50 steps from the conference hall. You can find Istanbul Kebab when you exit the building and walk 100 steps to the left (east). Across the Narva road and a bit more to the left (2min walk) are Villa Thai, Köleri 2, Faeton and NOP. A slightly longer walk (4min) is to the Japanese restaurant Haku.

Sponsors

Organizers

TLU Digitech institute logo Trinidad Wiseman logo EstCHI logo ID Lab logo

Sponsors

Elisa SEB Tallink
Zone Media logu Tallinn University logo Veebimajutus logo

Contact

wud@tlu.ee

Good for all enquires, inluding but not limited to
, sponsorship offers, thanks, media requests
and other forms of interaction

Steve Rawling

Steve Rawling

Ex-BBC journalist & author of Creative Thinking

Steve Rawling helps people develop their best ideas and tell great stories about their work. He runs a training business, writes books and rides bikes up big hills. Steve is a former BBC TV News journalist who reckons he has told over 20,000 stories in his career. He is the author of Be Creative Now (Pearson 2016).

Why Smart People Do Stupid Things (and What You Can Do About It)?

Steve Rawling will explore common cognitive biases and mental shortcuts that lead even the brightest people to make avoidable mistakes. Live audience experiments, lots of stories of embarrassing errors and practical tips on how you can guard against biases in your own work. There’s a special prize for anyone who can can get through Steve’s interactive talk without making a mistake!

Workshop: 10 Creative Tools to Develop Your Best Ideas

  • 9th of November, 10.00 - 17.30
  • 350€+VAT
  • Tallinn University
Register now!

One day creative thinking workshop.

Learn new ways to boost your creative power with techniques used across the media industry. BBC Academy trainer Steve Rawling will help you find, develop and sell your best ideas.

Where is your next good idea coming from? How much is your next GREAT idea worth? Having new ideas is the easy bit (I’ll show you how to generate hundreds of new ideas in just thirty minutes). But innovation depends on more than just one bright idea. It takes creative teams working together to develop and deliver new ideas.

Who is it for? Why Should I Attend?

People aren’t born creative - it’s a skill you can learn. If you need to solve tough problems in new ways, if you have to respond to a rapidly changing world, if you want to enjoy your work, then you need to sharpen your creative thinking tools. This workshop is for anyone from new entrants to project managers who need to keep their ideas fresh. And it’s for company leaders who want to establish a creative culture in their workplace.

What are the takeaways?

You’ll learn the secrets behind tried and tested creative processes: ways of thinking that increase your chances of finding new ideas. You’ll take away 10 different creative thinking techniques to use on your own or within your team. These include: how to turn boring work into an exciting challenge; how to generate hundreds (yes hundreds) of new ideas; how to spot problems before they happen and how to foster a creative culture in your workplace.

All the training tools are backed up with online resources. And you’ll get advice from Steve Rawling, a creative thinking trainer with the BBC Academy.

Workshop: Tell Great Stories About Your Work

  • 11th of November, 14.00 - 18.30
  • 180€ + VAT
  • SEB Innovation Centre
Register now!

Half day business storytelling workshop.

It’s an information war out there - and the people with the best stories are winning it. So, how can you tell the kind of stories that supercharge your pitch, influence your colleagues and win new customers?

Who is it for? Why Should I Attend?

Whatever your job, you MUST be able to tell great stories about your work. Facts, opinions, mission statements and all the business-jargon in the world are utterly forgettable unless you weave them into a compelling story. Storytelling is a vital business tool for leaders, persuaders and project managers in any industry.

What will I take away?

In this half day workshop, you’ll learn the tricks that journalists use to grab attention in a frantic information world. You’ll learn the basic ingredients that your story must contain if you want people to listen and remember what you say. You’ll take away three story toolkits you can use right now in your work: for pitching, for persuading colleagues and for talking about your work in the media or on social media.

All the training tools are backed up with online resources. And you’ll get advice from Steve Rawling, with over 20 years of experience as a BBC News TV journalist.

Molly Norris

Molly Norris

Full-stack product designer at Pivotal Labs

Molly Norris works at Pivotal Labs where she leads agile teams that develop innovative and highly scalable mobile and web software.

Prior to this she was the Principal User Experience Designer at Blue State Digital, a creative agency and technology firm that builds and mobilises communities to take action on behalf of some of the world’s leading brands, institutions, causes, and campaigns - most notably for both Barack Obama’s presidential bids.

She also advises two early stage social enterprises in the ways of design thinking. Both are tech and app-based startups that focus on the mobile payments and point-of-sales space and operate in Mexico, Colombia, Ghana and India.

She is most passionate about social change and technology.

Talk: UX for Growth

High growth products are not overnight successes contrary to what you often hear. Your competitors would love you to believe that the market is saturated, that you can't build a user base from nothing, that you can't win. Blockbuster products are often considered spontaneous, but it's the less visible long-term designing and iterating that make it possible. In this talk, we'll cover low-cost and simple UX design techniques deployed successfully by early stage and blockbuster startups. The talk's key takeaway is an understanding of the specific interface elements that drive customer acquisition.

Workshop: UX for Growth

  • 11th of November, 09.00 - 13.30
  • 180€ + VAT
  • SEB Innovation Centre
Register now!

Craft a user experience that inspires larger networks of people around the world to take action on behalf of your cause or brand. Come with your own challenge and leave with a blueprint to achieve your product growth goal.

Through real world case studies, we’ll cover dozens of low-cost and simple hacks that have been deployed successfully in both early stage and blockbuster startups, such as Transferwise and BlaBlaCar.

This is an interactive workshop for multidisciplinary digital professionals that covers three key aspects of building successful growth-focused products:

  1. Polish your value proposition. Streamline your product to relentlessly refine and deliver a simplified value proposition.
  2. Optimise your user engagement funnel. Change your mentality from converting to engaging.
  3. Build a scalable platform on the foundation of personalisation. Invest in technology that allows you to capture and reflect your customers’ interactions with your brand.
Leave with
  • An understanding of which UI elements drive growth
  • A set of strategic frameworks and proven tactics designed to help drive acquisition & conversion
  • A personalised blueprint for you to achieve your product growth goal
Lawrence Kitson

Lawrence Kitson

Service Design, Innovation & Product Management at Co-op Digital

Talk: Service Desgin

People's palette of design is different now - we have lots of things to play with beyond on screen UI and UX. The context for design has also changed - we can design at many levels within an organisation and service design is the key to transformation.

Workshop: Mapping journeys into action

  • 11th of November, 10.00 - 17.30
  • 350€ + VAT
  • SEB Innovation Centre
Register now!

Mapping journeys into action: Translating UX research into great first release products and services.

Transitioning through the early stages of product development is difficult. You must contend with a multitude of methodologies and different parties require different results at each stage. Ensuring that you stay joined up can be hard.

This 1-day workshop will show how it's possible to move from initial discovery research through to developing the first version of your digital product or service with minimal friction between UX, visual design, product & technical practices whilst also maintaining a focus on supporting user behavior throughout. You'll learn new tools and techniques, and have templates you can take away and use immediately on your next project.

How to

  • plan research that enables you to easily translate into actionable insight & assumptions;
  • develop multi-touchpoint customer journey/experience maps that directly correlate to your user's tasks;
  • easily translate into an agile user story map and decide what part of your solution to develop first;
  • make sure agile user stories work for the user and the product team, rather than the Excel spreadsheet and burn down reporting;
  • prototype and build the first slice of your new service.

You'll learn about

  • why is it's important to focus on the cognitive, and physical steps that a person performs to achieve their goals;
  • the synthesis of goal and task orientated behaviour;
  • service design & customer journey mapping;
  • fundamentals of UX focussed user stories;
  • product strategy & product planning;
  • creating intuitive interfaces and services that are perfectly aligned with a user's mental model, and 'just work';
  • quick creative & prototyping techniques.

Who should attend?

  • People who want to seamlessly plan and design products and services based on the core user behaviour.
  • People who synthesise research findings.
  • People who want to seamlessly plan products based on user behaviour.
  • Product Leads, Interaction Designers, & Service Designers & and User researchers.
Sophie Ashcroft

Sophie Ashcroft

Design thinker, designer, Hyper Island graduate

Talk: VR / AR

More details coming soon!

Workshop: Design futures in mixed reality

More details coming soon!

Joël van Bodegraven

Joël van Bodegraven

Product Designer at TravelBird and the author: of "Introduction to Anticipatory Design".

Joël van Bodegraven is a Dutch-born designer and Hyper Island Alumni with a passion for technology and design. He has a Masters in Digital Experience Design and has done research on machine learning based predictive experiences and anticipatory design. Joël is currently working as a product designer at TravelBird and is also a founder of the Anticipatory Design Foundation and it’s movement.

Talk: Designing Anticipated User Experiences

We’re moving towards a future with ambient technology, smart operating systems and anticipatory experiences. This development is most welcome since the human brain is not made for the number of choices we have to make on a daily basis. For his Masters in Digital Experience Design at Hyper Island, Joel has researched within the field of design and the ethical challenges we face during the development of machine learning based anticipatory systems. In this talk, he will elaborate on design challenges, ethical challenges and design principles of machine learning based predictive user experiences.

Workshop: Designing for Automation

  • 9th of November, 10.00 - 15.30
  • 180€ + VAT
  • Tallinn University
Register now!

We’re moving towards a future with ambient technology, smart operating systems and anticipatory experiences. This workshop is an introduction to Anticipatory Design. You will explore the possibilities and applications of the predictive UX by brainstorming and prototyping ideas to create automated services that anticipate people’s needs.

PART 0: CHECKING IN (Hyper Island style)

PART 1: INTRODUCTION TO ANTICIPATORY DESIGN (30 - 60 min)

A brief introduction to Anticipatory Design to explain the concept. Examples are given to trigger the creative confidence in participants.

PART 2: IDEA SPEED DATING (2 hr)

In this workshop we are going to explore the possibilities and applications of predictive UX during an interactive brainstorm (idea speed dating). During this session, several teams will collaborate and iterate together on ideas to create automated services that anticipate people’s needs.

PART 3: PROTOTYPING (2 hr)

The last step is about putting ideas and thoughts into reality. Participants will be working on prototypes together in teams.

PART 4: PITCH IDEAS (30 min)

NurGul Karadeniz

Nur Karadeniz

Service Design Director Fjord at the Dock – Dublin

Nur is the Service Design Director at Fjord at the Dock, Accenture's new research and incubation hub. She leads multi-disciplinary design teams working on R&D projects, bringing a user-centred design approach to technology solutions to help solve the challenges our society faces today. She believes that if innovation wins people’s hearts, it will lead to a more efficient use of new technologies and sustainable services that people love.

Areas of expertise: Design Leadership, Design Thinking, Service Design, Innovation, User Experience, Happy Teams.

Talk:Design at the heart of innovation

We have been thinking and talking about living services for some time. Now, we’re designing them. The digitization of everything, ‘liquid’ consumer expectations, and advances in technology have created fertile ground for innovation at the Dock. In this unique environment, designers, software engineers, scientists, and even AI, work together, all laser-focused on creating the best customer experiences on the planet.

Join our discussion about putting design at the heart of the innovation, and explore a new way of working for designers.

We will continue the conversation by focusing on the Blockchain and the role of design in discovering the opportunities in decentralised systems. Case Study: ID2020 is the digital ID system for United Nation that uses Blockchain technology.

Workshop: Rumble: Design Living services with new technologies (with Alessandro Argenio)

  • 12th of November, 10.00 - 14.30
  • 180€ + VAT
  • SEB Innovation Centre
Register now!

How do we make a service 'living'? It’s all about how we use data, and how we shape the underlying technology. While the principles of design thinking and user-centred design remain the same, it’s now vital that designers adapt to new ways of working, understanding data, and the potential of new technologies to shape innovative solutions and meaningful services. More importantly, the way we design will impact the development and use of these technologies in the future, especially in terms of the impressive and intimidating growth of AI.

This hands-on workshop (or ‘Rumble’ as we call it) will be an innovation session in which you’ll design a living service, with the use of AI, IOT or the Blockchain technologies. Guided by Fjord Dublin designers, you’ll learn about exciting new methodologies that are being created at the Dock.

Rumble Settings: Group Work – Individual Roles

Icebreaker: 15 min

Discovery: Your group will be assigned a brief and instructions to conduct research. You will receive templates and guidance to find out about the user, tech, data and business as well as unique moments that are critical to how users interact with the service.

Describe: Your group will take on discovery results further and work with data to harness all input, and showcase their approach with some of the well tested methodologies that we use in living services, such as creating personas with related data specific to the service.

Design Clinique:All teams work together this time and do a Round Robin activity to consolidate ideas through critical thinking and feedback in four categories; the user, technology, business and usability.

Storytelling: Everyone gets ready for a short, sharp elevator pitch followed by questions.


Takeaways:

  • Design a living service concept.
  • Practice the design process in innovation and out-of-the-box thinking.
  • Learn new methodologies; data research, atomised profiles, Unique moments of a service (moments-map), and Design Clinic activities.
  • Discover the potential of technology in a given scenario and ways to hide it to keep your service more living and human.
  • Identify new ways to serve and support people by uncovering latent needs, behaviours, and desires.
  • Discover how to tell a compelling story to engage audiences using data.


Who can benefit from the workshop:

  • designers, UX’ers Content people;
  • developers, Product people;
  • entrepreneurs, Startups;
  • students and anyone interested in design and innovation process;
  • and Us, we benefit from every Rumble.

Note:The rumble requires two laptops per teams. Teams will model their innovative ideas using physical and digital tools. We will provide conductive paint and material.

Design Process Themes
Alessandro Argenio

Alessandro Argenio

Interaction Designer, Fjord at the Dock – Dublin

Ale is an Interaction Designer at Fjord at the Dock, Accenture's new research and incubation hub, where he loves to collaborate with multidisciplinary teams, also supports the creation of digital and physical prototyping. Ale is particularly interested in emerging technologies, how to shape them using storytelling, and how to better understand possible scenarios.

Areas: IoT, AI and other Emerging Technologies, Human emotions and behaviors.

Froukje Sleeswijk Visser

Froukje Sleeswijk Visser

Professor at TUDelft & author "Service Design by Industrial Designers"

Froukje Sleeswijk Visser is a pioneer and thought lea­der in user insight research methods for service innovation. In her Phd project (2009) ‘Bringing the everyday life of people into design’ she established a research method and set of tools that is fo­cused on gathering, sharing and using deep customer insights for the development of new services, customer experiences and busi­ness models. Froukje is an independent design research consultant (Contextqueen) working for clients in the private and public sector. She is also part-time assistant professor at Delft University of Technology.

Talk:Design research in business

Design research delivers profound user insights. However, business is not always ready to take such insights straight into their innovation processes. It requires a customer centric mindset through all activities of the organisation. In this talk Froukje will share her thoughts and experiences on integrating design research into business.