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World Usability Day
Estonia 2021


World Usability Day Estonia is the first conference for User Experience professionals & the largest UX-, web- and interaction design event in the Baltics. This year is going to be a bit different but as amazing as always!



2021 WUD Estonia focus is “Design of Our Online World: Trust, Ethics and Integrity.” Stay tuned for more details! 🙂


Vitaly Friedman

Creative lead & EIC at Smashing Media AG

Getting Forms Right: from checkboxes to dropdowns

Michael Janda

Agency Veteran and Consultant

How to Diagnose a Client's Problem

Nuno N. Correia

Senior Lecturer in Digital Media at University of Greenwich

Audiovisual User Interfaces for Multisensory Design

Jaime Levy

Author,  O'Reilly Media

 What the Hell is UX Strategy?!

Merja Bauters

Research Professor of Digital Transformation and Lifelong Learning

AI in learning at workplaces ethical consideration - explainability? 


Smart Interface Design Patterns, 2021 Edition

Are you ready for a design challenge?
In this workshop, Vitaly Friedman, creative lead behind Smashing Magazine, will be taking a microscopic examination of common components and design patterns in modern interfaces — on desktop and on mobile. 
We’ll study 100s of hand-picked examples and we’ll be designing interfaces together, starting from accordions, to mega-drop-downs, sliders, feature comparisons, car configurators — all the way to timelines and onboarding. And: We’ll be reviewing and providing feedback to each other’s work. 

Project Management for Creatives

Michael Janda will share the project management strategies and tactics he developed and used at his agency to execute on thousands of projects for a client list that included Disney, Google, ABC, NBC, and Netflix. These strategies will help you deliver work effectively, generate better results, and improve project experience satisfaction. 


Embodied Sonic Interaction Prototyping

There is a great potential for combining embodied interaction and sonic interaction design, for engagement and usability. This workshop aims to explore this combination, by adopting rapid prototyping, similarly to related workshop approaches , but it is also informed by experience prototyping  and embodied design improvisation.

 UX Strategy Crash Course With Jaime Levy

Jaime Levy, author of the best seller UX Strategy (4,8/5 Amazon) will conduct this comprehensive workshop offering participants a high-level overview of the methodology along with hands-on experience of how to practice the product strategy techniques. Participants will leave with the confidence to immediately apply what they have learned to their own project initiatives. 


Contact Tallinn University, Narva maantee 25, 10120 Tallinn Terms and conditions Privacy policy Copyright © 2020 Trinidad Wiseman OÜ. All rights reserved.
Vitaly Friedman

Vitaly Friedman

Creative lead & EIC at Smashing Media AG

Vitaly loves beautiful content and does not give up easily. Born in Minsk, Belarus, he studied computer science and mathematics in Germany.
While writing algebra proofs and preparing for software engineering at nights in the kitchen, at the same time he discovered passion for typography, interface design and writing. After working as a freelance designer and developer for 6 years, he co-founded Smashing Magazine back in 2006, a leading online magazine for designers and developers. His curiosity drove him from interface design to front-end to performance optimization to accessibility and back to user experience over all the years.
Vitaly is the author, co-author and editor of all Smashing books, and a curator of all Smashing Conferences. He currently works as editor-in-chief and creative lead of Smashing Magazine and front-end/UX consultant in Europe and abroad, working with European Parliament, Haufe-Lexware, Axel-Springer and a few other companies.

Talk: Getting Forms Right: from checkboxes to dropdowns

Nobody wakes up in the morning hoping to finally create a new account that day. Web forms don’t have a decent reputation, and rightfully so. Very often they are inaccessible and difficult to use, with awkward live validation and notorious error messages; not to mention painful dropdowns like a country selector, a birthday date-picker starting from 2020, a tiny newsletter checkbox, a disabled copy-paste for email verification, disabled “submit” buttons and horrendously evil CAPTCHAs in the disguise of street signs and crosswalks. 

 Whenever a customer will interact with the interface, it will happen via some sort of a web form.
In this session, we’ll learn common pain points that customers experience way too frequently, how to solve them, and how to create an interface that excels at getting the information from the customer in a way that’s friendly, accessible and obvious — helping conversion and business KPIs along the way.

Keep in mind: you won’t be able to unsee the things you’ll see in this session.
You’ll leave with a toolbox of practical techniques that you’ll be able to apply to your work right away. And potentially some tips for saving money on airfare, too!

Workshop: Smart Interface Design Patterns, 2021 Edition

Are you ready for a design challenge?
In this workshop, Vitaly Friedman, creative lead behind Smashing Magazine, will be taking a microscopic examination of common components and design patterns in modern interfaces — on desktop and on mobile.

We’ll study 100s of hand-picked examples and we’ll be designing interfaces together, starting from accordions, to mega-drop-downs, sliders, feature comparisons, car configurators — all the way to timelines and onboarding. And: We’ll be reviewing and providing feedback to each other’s work. 

The workshop includes: 

  • 1500+ workshop slides with practical examples and action points 
  • 100 checklist cards on everything from carousels to web forms 
  • Editable checklists as text files to adjust for your needs 
  • Access to the evergreen deck, updated regularly 
  • Live, interactive sessions 
  • Hands-on exercises and reviews 
  • All workshop recordings 
  • Dedicated Q&A time for all your questions 
  • A Smashing Certificate 

Who is this workshop for? 

 This workshop is for interface designers, front-end designers and developers who’d love to be prepared for complex and time-consuming design challenges.  You’ll walk away with a toolbox of techniques and examples of doing things well — in your product, website, desktop app or a mobile app 

What will the workshop cover?

 In this workshop, we’ll go hands-on into exploring: 

  • How people use mobile interfaces and how we can optimize for thumbs, 
  • Navigation, with accordions, mega-drop-downs, hamburger icons, breadcrumbs, carousels, filters and search, 
  • Advanced configurators, wizards and customizers, diving into details of a car configurator, 
  • Complex tables, with a feature comparison table, currency exchange calculator, pricing plans, 
  • Date pickers, date range picker and a time picker, incl. booking an appointment and booking an airline ticket, 
  • Calendars, with a multi-track schedule, TV Guide schedule, music festival schedule, exhibition calendar, spreadsheets and dashboard, 
  • Forms, with email verification, password input, country selector, sliders, error validation, incl. public transportation and a banking transaction UI, 
  • Sliders, with insurance calculators, timelines, historical family tree, soccer game signature and live leaderboard and standings, 
  • Maps and Data Visualization, with a shopping mall map, election map, smart region input. 
  • Onboarding and offboarding UX for higher conversion/retention, 
  • Authentication patterns, permissions UX, GDPR/CCPA, CAPTCHA and 2-factor-auth, 
  • Seat selection, for a concert, theatre or exhibition and a perfect Formula 1 seat selection, 
  • Design anti-patterns to avoid to prevent running into maintenance issues and “slow UX decay”. 

What hardware/software do you need? 

You’ll need to bring a lot of creativity with your preferred coffee mug.
We’ll be spending a lot of time drawing, sketching, designing and thinking. Be ready to challenge your general view of design process and how our interface should look like. Laptop is useeful but not really necessary.
You’ll need a lot of sleep reserves since it’s going to be a packed day. Bring a lot of attention to detail and non-standard thinking to this one! 😉

Michael Janda

Michael Janda

Agency Veteran and Consultant

Michael Janda is an award-winning creative director, designer, and agency veteran. In 2002, he founded the creative agency Riser,which provided design and development services for clients that included Disney, Google, Warner Bros., Fox, NBC, ABC, National Geographic and many other high-profile brands. Michael sold his agency in 2015 and now spends his time speaking, developing books, courses, and social media content to help creatives level-up. He is the author of “Burn YourPortfolio” and “The Psychology of Graphic Design Pricing.”

Talk: How to Diagnose a Client's Problem

Learn how to run an effective discovery session, ask the right questions and uncover a client’s real problem.  

With thousands of digital projects under his belt working with hundreds of clients over the past 25 years, Michael Janda will share the techniques he used to help uncover a client’s real problem, when to take them at face value, and how to navigate pitching them a better solution. This presentation will be filled with actionable takeaways you can start using immediately to better understand the actual needs of your client and audience. 


Workshop: Project Management for Creatives

This workshop is perfect for both agency professionals looking to improve their profitability and client experience AND in-house creatives, account managers, and project managers seeking to level up their production quality and reduce in-house communication chaos. 

What you will learn: 

  • Project management strategies and structures for a variety of sized creative businesses 
  • Turnkey, step-by-step checklist processes to guide you in the execution of digital projects 
  • Guidance and structure to create systems for the specific services you provide in your business 
  • Communication strategies and prewritten messages you can begin using today to help you provide an excellent customer experience 
  • Post mortem strategies to help you close out projects effectively and improve systems for future projects 

This systematic and turnkey course will help you immediately begin producing work like a top-tier creative veteran. Top quality project management makes the difference between a successful project and a miserable one. Come learn how to succeed every time. 


Nuno N. Correia

Nuno N. Correia

Senior Lecturer in Digital Media at University of Greenwich

Nuno N. Correia is a Senior Lecturer in Digital Media at the University of Greenwich. Since 2000, he has been teaching and conducting research in media art and interaction design, in several universities internationally (such as Aalto U., Goldsmiths U. London, U. Greenwich, U. Madeira).

He has led several research projects combining sound, image and interaction design, namely: Moving Digits: Augmented Dance for Engaged Audience (EU Creative Europe, 2018-20), Enabling Audiovisual User Interfaces for Multisensorial Interaction (EU Marie Skłodowska-Curie Individual Fellowship, 2014-16) and Audiovisual Vector Exchange (Aalto Media Factory Seed Funding, 2013-2014).
Nuno holds a PhD in New Media from Aalto University (Finland), with the thesis Interactive Audiovisual Objects (2013). Previously, he was Senior Interaction Designer at the design consultancy Fjord, including work for Nokia, Microsoft and HP. Nuno has published nearly 50 peer-reviewed articles, in HCI conferences such as CHI and TEI, and in audio conferences such as NIME and Audio Mostly. He founded the Sound, Image and Interaction Design Symposium (SIIDS). He is a Fellow of the Royal Society of Arts (UK).

Talk: Audiovisual User Interfaces for Multisensory Design

The concept of Audiovisual User Interfaces (AVUI) links interaction, sound and image, building upon the concept of Graphical User Interface (GUI) by adding interconnected audio and visuals. By integrating interrelated sonic and visual feedback, reacting to user interactions, AVUIs can lead to more usable, playful, informative and captivating UIs, compared to a traditional GUI – particularly in use cases where accessibility and/or engagement are determinant.

Workshop: Embodied Sonic Interaction Prototyping

Embodied Sonic Interaction Prototyping

Sound has a rich history as a modality for enhancing interaction design. The field of sonic interaction design “explores ways in which sound can be used to convey information, meaning and aesthetic and emotional qualities in interactive contexts”, where “in order to foster an embodied experience, both the interface and its sonic behaviour must be carefully designed” (Franinovic and Salter, 2013). In the book “Where the Action Is”, Dourish (2004) set the foundation for embodied interaction in HCI – as interaction design for and with the human body. There is a great potential for combining embodied interaction and sonic interaction design, for engagement and usability. This workshop aims to explore this combination, by adopting rapid prototyping, similarly to related workshop approaches (Franinovic et al., 2013; Caramiaux et al., 2015), but it is also informed by experience prototyping (Buchenau and Suri, 2000) and embodied design improvisation (Sirkin and Ju, 2014).

About the prototyping techniques

Experience prototyping can be defined as “a form of prototyping that enables design team members, users and clients to gain first-hand appreciation of existing or future conditions through active engagement with prototypes” (Buchenau and Suri, 2000). The main aim of Experience Prototyping in evaluating design ideas is to enable the exploration of possible solutions and to direct designers towards a more informed development of the user experience and its components (Buchenau and Suri, 2000). Embodied design improvisation (Sirkin and Ju, 2014) is “a generative and evaluative technique to elicit tacit knowledge about embodied experience”. It included “storyboarding, Wizard of Oz prototyping, domain expert improvisation, video prototyping and crowdsourced experimentation” (Sirkin and Ju, 2014).

Learning outcomes

  • Development of rapid embodied experience prototypes using video.
  • Exploration of sound design for experience prototypes using Ocenaudio and



  • Introduction to embodied sonic experience design
  • Introduction to embodied prototyping techniques
  • Introduction to sound design with Ocenaudio
  • Presentation of workshop challenges and suggestions for approaches
  • Creation of participant groups


  • Prototyping in groups
  • Presentation of prototypes

Required software and hardware

  1. Ocenaudio (free:
  2. Any video editing software, for example Apple iMovie or DaVinci Resolve (free:
  3. As additional options, Zoom and OBS might be useful and may open video recording possibilities, even for co-located participants (,
  4. A laptop
  5. A video camera or smartphone for recording videos (depending on the approach, a laptop webcam might be enough)
  6. Headphones



Buchenau, M. and Suri, J. F. (2000) Experience Prototyping, In Proceedings of the 3rd Conference on Designing Interactive Systems: Processes, Practices, Methods, and Techniques, DIS ’00, New York, NY, USA, ACM, pp. 424–433, [online] Available at: 

Caramiaux, B., Altavilla, A., Pobiner, S. and Tanaka, A. (2015) Form Follows Sound: Designing Interactions from Sonic Memories, In Proc. CHI’15, Seoul. 

Dourish, P. (2004) Where the Action Is: The Foundations of Embodied Interaction, New Ed edition, Cambridge, Mass., The MIT Press. 

Franinovic, K. and Salter, C. (2013) The Experience of Sonic Interaction, In Franinovic, K. and Serafin, S. (eds.), Sonic Interaction Design, Cambridge, MA, The MIT Press, pp. 39–76. 

Franinovic, K., Hug, D. and Visell, Y. (2007) Sound Embodied: Explorations of Sonic Interaction Design for everyday objects in a workshop setting, In Proceedings of the 13th int. conference on Auditory Display, Montreal. 

Sirkin, D. and Ju, W. (2014) Using Embodied Design Improvisation as a Design Research Tool, In Proc. of Intl Conf on Human Behavior in Design. 

Jaime Levy

Jaime Levy

Author,  O'Reilly Media

Jaime Levy is a product strategist, best-selling author, professor, and public speaker based in Los Angeles and Berlin. She helps business leaders and internal teams transform their product visions into innovative digital solutions that customers want. Jaime offers product strategy consulting, in-house training, conducts public/private workshops, and speaks at design and innovation conferences worldwide. 


For more than 30 years, Jaime has been a pioneer in the creation of game-changing digital products and services. She currently runs her own strategy and design consultancy based in Los Angeles and Berlin. Jaime has worked for Fortune 500 companies and award-winning agencies, leading the UX on projects in the entertainment, healthcare, finance, and technology sectors. 

Jaime has taught product design and strategy courses and lectured at universities including the University of Southern California, New York University, Claremont Graduate University, Royal College of Art, University of Applied Sciences Potsdam, and the University of Oxford. 


You can learn more about Jaime on Wikipedia 😉

Talk:  What the Hell is UX Strategy?!

User experience (UX) strategy lies at the intersection of UX/product design and business strategy. This talk delves into this crucial practice, which relies on empirical, lightweight tactics for pushing cross-functional teams toward a unique digital solution that customers want. It will include a primer covering topics such as competitive research, customer discovery, value innovation, and why you must design a frictionless user experience. 

Workshop:  UX Strategy Crash Course With Jaime Levy

Jaime Levy, author of the best seller UX Strategy (4,8/5 Amazon) will conduct this comprehensive workshop offering participants a high-level overview of the methodology along with hands-on experience of how to practice the product strategy techniques. Participants will leave with the confidence to immediately apply what they have learned to their own project initiatives. 

UX strategy is a process that should be started before the design or development of a digital product commences. It is a practice that when done empirically is a better guarantee of a successful digital product than just crossing your fingers, designing some wireframes, and then writing a bunch of code. It’s the method by which you validate that your solution actually solves a problem for real customers in a dynamic marketplace.  

During this workshop, you will learn: 

  • Why an empirical practice of user experience strategy is crucial for devising successful online products and services 
  • How to define and validate your target users through provisional personas and customer discovery techniques 
  • How to conduct competitive research and analysis to explore a crowded marketplace for an opportunity to create unique value 
  • How to focus your team on the primary utility and business model of your product by using storyboards as blueprints for prototyping 
  • How to plan and conduct cost-efficient, qualitative online research to quickly attain measurable feedback 


  • Introductions/Kick-off  
  • The Four Tenets of UX Strategy + Q&A  
  • Validating a Value Proposition using Provisional Personas & Customer Discovery Interviews  
  • Conducting Competitive Research and Analysis  
  • Storyboarding Value Innovation

Workshop duration is 7 hours

Merja Bauters

Merja Bauters

Research Professor of Digital Transformation and Lifelong Learning

Merja Bauters is a research professor in digital transformation and lifelong learning at School of Digital Technologies, Tallinn University and a docent of semiotics in the University of Helsinki. Bauters has been involved and executed research, planned and guided co-design, participatory and design thinking processes in multiple EU- and national projects, on learning and technology-enhanced learning.
The main projects are the following: Learning Layers (FP7 IST), Erasmus+ project, 
IlluminatED and Spotlighters ;Creating Knowledge Through Design & Conceptual Innovation LLP – ERASMUS, KP-Lab (FP6 IST/TEL), COOP PBL in VET (LLP/LdV), NetPro (LLP/LdV). Bauters has been lecturing in over 30 different courses on design, design methods, semiotics and project communication. She was a president, UMWEB International association of semiotics and publishing house 2003–2010. She received her PhD from the Department of Philosophy, History, Culture and Art Studies, University of Helsinki 2007, discussing Charles Peirce thoughts on interpretation. 

Talk: AI in learning at workplaces ethical consideration - explainability? 

Algorithmic systems are provided for various learning activities in companies, but do the providers, managers and workers know what the system is based on, what data it uses, and how. One solution suggested is explainability of the algorithmic systems. In the talk examples of challenges are presented between providers and users in workplaces. Explainability is discussed as the solution, is it? Or not? 

Terms and conditions

World Usability Day Tallinn (hereinafter WUD) is organized by Eesti Inimese-Arvuti Interaktsiooni Selts (ESTCHI).

This document sets out the terms and conditions between ESTCHI and WUD conference and workshops ticket holders.

By purchasing a ticket for WUD conference and/or workshops you are agreeing to comply with and be bound by these terms and conditions.

ESTCHI reserves the right to change these terms and conditions at any time. Any amended terms and conditions will be posted to this website. This version of terms and conditions for ESTCHI is applicable from August 1, 2019.



All prices indicated on the website are in euros. You will see the total amount before making payment.

Student tickets are only valid for full-time students in combination with a valid student ID. This must be presented at the badge pick-up and shown on request to gain admission to the event venue. If no such verification is provided, the purchased ticket is invalid, and the person will not be granted access to the event.


According to the Obligations Law § 53 lg 4 p 7.2m all tickets are non-refundable.

However, it is possible to allocate the ticket to a third party if the ticket has been fully paid. Ticket holder name, company or any other information can be changed by each ticket holder by sending a request to  Each new ticket holder will then receive the confirmation e-mail.

Please note that changes to ticket holder details can be made only until 5 days prior to the event.

The tickets purchased are for your own personal use or that of your business and may not be re-sold or transferred for commercial gain under any circumstances. In case of resale or attempted resale of any tickets (or any other breach of this term), ESTCHI reserves the right to cancel the relevant tickets with immediate effect.


WUD online store accepts only euros and uses the Maksekeskus AS payment system.

The following methods of payment are available in the online store:

Online bank links of SEB, Swedbank, Luminor (ex-Nordea), LHV

MasterCard and VISA credit cards

It is also possible to pay by invoice.


After purchasing a ticket for WUD conference or workshops you will receive an automatically generated registration confirmation and the tickets which are sent to your email. This confirmation including a unique bar code should be kept for acclaiming your WUD badge that will grant access to the conference and/or workshops.

Pick-up for badges is at the beginning of the conference/workshops at the location. When picking up the badge the customer must present the e-mail ticket (can be printed or showed on the phone) with the unique bar code. Student ticket holders should also present a student card.


While speakers and topics are confirmed at least 1 month before the conference, circumstances beyond the control of the organizers may necessitate substitutions, alterations or cancellations of the speakers and/or topics. As such, ESTCHI reserves the right to alter or modify the advertised speakers and/or topics if necessary without any liability to you whatsoever. Any substitutions or alterations will be updated on our web page as soon as possible.

If the event is being cancelled due to unforeseen circumstances (force majeure), ticket buyers will be refunded the total price of the purchased ticket(s). ESTCHI does not hold itself liable for any other expenses incurred.

In case of rescheduling WUD conference, tickets may be returned by a deadline to be determined by ESTCHI.


ESTCHI will not be liable for any loss injury or damage to any person or property howsoever caused. ESTCHI will not be responsible for any tickets that are lost or stolen. Each participant must make provision for his or her own insurance.

ESTCHI reserves the right to refuse admission to any event or conference for any behaviour, which it deems unacceptable, or for breach of the terms and conditions.

Privacy policy

Company responsible for processing personal data is Eesti Inimese-Arvuti Interaktsiooni Selts (ESTCHI) (registry code 80567382), located at Narva mnt 25, 10120, Tallinn, Estonia. Contact number is +372 63 11 111 and e-mail

ESTCHI is transferring necessary personal data to make payments to responsible processor of Fienta Ticketing OÜ.


ESTCHI shall collect the following types of personal data:



ESTCHI cooperates with persons to whom the company may transfer data relating to data subjects, including personal data, in the framework and for the purpose of cooperation.

These third persons may be, for example IT partners, bookkeeper, service providers for debt collection, payment failure registries, institutions and organizations, provided that:


ESTCHI shall store personal data only for the strict minimum necessary time. Personal data, the expiry date of which has passed, will be destroyed, using best practices and in accordance with the procedures established by ESTCHI.

Access to personal data is only for people involved in organizing the event (both IT and coordinators), to pass on relevant information regarding the event to the subjects, print badges and organize subjects to workshops.


Rights related to the consent:

As regards the processing of personal data, the data subject also has the following rights:


Within a year after the event, all personal data will be deleted, except in a situation when it is needed for bookkeeping or resolving a dispute.

Data that is needed for bookkeeping is saved for 7 years.

General,unpersonalised, data about who attended the event (job positions, companies) is kept as statistical information regarding this years event, to make decisions regarding future events.


ESTCHI has the right to unilaterally change this privacy policy. ESTCHI will inform the data subjects on the changes on the website We assume that if you start using events website, you have agreed to the privacy policy and agreed to its terms and conditions.


In case you have any questions or problems regarding how personal data is being managed, please contact