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Past Events

Scott Gould

Engagement expert and author of "The Shape of Engagement"

How to Engage Anyone

Tariq Zaman

Associate professor at UCTS Malaysia

Signs, material and technology: A design journey in the forests of Malaysian Borneo 

Tomasz Pieta

Lead UX designer at BOOKING.COM

Research like you once used to

Ellen Pearlman

New media artist, critic, curator and writer

Creative Collaborations Between Art and Tech: ThoughtWorks Arts

Martina Mitz

UX Psychologist

Diagnosis: UX Charlatans

Eric Reiss

CEO of The FatDUX Group

Information 4.0. What it is and what you can do to succeed

Gilbert Cockton

Former professor of Design Theory at Northumbria University

Being a Human-Focused Team Player in a Competitive Creative Industry

Timo Kiuru

Creative director, speaker and writer

I love you too

Daniel Kotsjuba

Designer of Public Services at Estonian Public Sector Innovation Team

Imagining the world after Accessibility

Anastasia Schebrova

Chief Experience Officer at UXPressia

Faces of customer journey mappers: creating personas for CJM software

Annika Ganson

Mira Alhonsuo

Researcher and service designer

Co-designing healthcare: design sprints as an agile way of developing services

Nikita Efimov

Stein Erik Skotkjerra

Head of Accessibility Relations at Siteimprove

Why designing for the blind is pointless

Yuri Vedenin

Founder at UXPressia

Faces of customer journey mappers: creating personas for CJM software

Contact

wud@tlu.ee

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

Scott Gould

Scott Gould

Engagement expert and author of "The Shape of Engagement"

What makes people engage with ideas, brands, organisations, and each other?
Scott is the go-to expert on engagement.
Formerly a church pastor, Scott learned first hand about human behaviour, the power of engagement, and the perilous misuse of that power. As a consultant, he now advises some of the world’s biggest brands and oldest organisations on getting people highly engaged around their cause.
As a passionate keynote speaker, Scott offers a message of real engagement in a world, where so much is only skin-deep. His book "The Shape of Engagement" details his framework that unlocks how engagement works.

Talk: How to Engage Anyone

Distilling 20 years of experience, and nine years of research, into one blistering performance, this talk reveals the three critical processes that make engagement work for any person, brand or organisation!

Takeaways

  • A model for strategy and practical tactics
  • A toolkit full of practical techniques and tools
  • Understanding the neuroscience and psychology of engagement

Workshop: User Engagement

  • 21.Nov 10:00-17:00
  • 280
  • The Void Telliskivi
Save your seat

This full day course will take anyone from novice to possessing the skills to engage users in today’s highly competitive marketplace.

Participants will first probe the psychology underlying how humans engage with other and with things, and then apply that both to real world and digital scenarios to apply their new knowledge, and turn it into a reusable skill. They’ll learn what the three process of engagement are, and how to distinguish low engagement tactics from higher engagement strategies.

Take aways:

  • The 5 principles that drive engagement within a design context.
  • How to build the ultimate competitive advantage: psychological engagement beyond the product.
  • What to measure, and why!
  • Exercises that will help you develop an empathy mindset in order to understand the world of the user.

Workshop takes place in The Void Telliskivi
Address is Telliskivi 60a  (Telliskivi Creative City / Telliskivi Loomelinnak) at The Void Telliskivi – it is located between Velvet office and Lamuu icecream shop.

Tariq Zaman

Tariq Zaman

Associate professor at UCTS Malaysia

Tariq Zaman is an Associate Professor in the School of Computing and Creative Multimedia at the University College of Technology Sarawak (UCTS) Malaysia. His academic and community outreach activities concentrate on IT and service co-design with indigenous and marginalized communities. For the last ten years, he is engaged in learning relationships with the indigenous communities in the forests of Borneo and bringing the wonders of nature back to the classroom.

    Talk: Signs, material and technology: A design journey in the forests of Malaysian Borneo 

    In this presentation, Tariq Zaman will share his experiences and insights of co-designing mobile technologies with indigenous communities for digitization and preservation of indigenous knowledge in Malaysian Borneo. He will reflect upon and report the outcomes of the design journey which was initiated in 2009. Dr. Zaman recognizes the fact that the representation of indigenous knowledge is transformed within the digitisation process under the limitations and capabilities of the technology, however, he also believes that a continuation of local appropriation and co-design of tools will lead to an integrated, intuitive and non-intrusive design process within the local communities.

    Tomasz Pieta

    Tomasz Pieta

    Lead UX designer at BOOKING.COM

    Tomasz Pieta has 10+ years hands-on experience with web development for cloud applications and e-commerce. For the past 4 years he's been a senior UX designer at BOOKING.COM. He has participated in global user research studies measuring how culture impacts UX. He is using User Experience methodologies from Storyboards, Customer Journeys, Visitors Flow, Use Cases, Sketching and Wireframes to create and A/B different user interfaces. Informed by data, he drives initiatives for Payments by Booking to offer a seamless checkout experience for a global marketplace.

    Talk: Research like you once used to

    A 5 year old asks an average of 244 questions per day. That’s one question every 5 minutes. How much time did you spend asking questions for your product or service?
    You don’t need a team of researchers with a 5 figure budget to run a research. There are way simpler forms of validating your idea before investing development resources into your project.
    During the presentation we will discuss different research methods and real life examples that you can start applying today!

    Workshop: Go beyond the bounce rate – design for business impact

    • 23.Nov 10:00-14:00
    • €180 (no tax will be added)
    • Vivistop Telliskivi
    Save your seat

    I will bring 5 cases studies of online business models and present how those companies make money. By the end of the workshop the audience will be able to create custom tracking on aspects of the business that matters the most. They will be able to present and discuss their findings with C level people in the business. Most of all they will learn how to prioritise business when needed opposed to thinking only the user.

    We will deep dive into: 

    • How to properly track your business
    • How to identify opportunities in data
    • Prepare to talk the business language with the relevant stake holders.

    Workshops takes place in VIVISTOP Telliskivi
    Address is Telliskivi 60a/5 in Telliskivi Creative City (Telliskivi Loomelinnak) next to Lamuu Iceacream shop

    Ellen Pearlman

    Ellen Pearlman

    New media artist, critic, curator and writer

    Dr Ellen Pearlman is a new media artist, critic, curator and writer.

    - She created Noor: the world’s first immersive interactive Brain Opera in a 360- degree theatre.
    - Ellen has a PhD from the School of Creative Media, Hong Kong City University, where her thesis was awarded Highest Honors Internationally by Leonardo LABS Abstracts.
    - She is on the faculty of Parsons/New School University, and a Senior Researcher, Assistant Professor at RISEBA University in Riga, Latvia.
    - A Fulbright World Learning Specialist in Art, New Media and Technology she is also an EU Vertigo STARTS Horizon 2020 Laureate, a Zero1 American Arts Incubator Fellow in Kyiv, - Ukraine, and a contributing editor to Performance Arts Journal (PAJ) MIT Press.
    - She is also President of Art-A-Hack™ and Director and Curator of the New York Volumetric Society.
    - She co-founded the first Summer Institute in Telematic Art with Hong Kong Polytechnic University and Videotage to create an internationally linked interactive telematic performance while FUSE Digital Artist in Residence at Videotage HK.

    Talk: Creative Collaborations Between Art and Tech: ThoughtWorks Arts

    How can you grow a tech/arts community and find sponsorship at no, or low cost? What do creative collaborations between artists, technologists, scientists, businesspeople and NGOs really mean? This presentation illustrates the history of ThoughtWorks Arts over the past six years as a way to incubate community, innovation and art.

    Martina Mitz

    Martina Mitz

    UX Psychologist

    Martina started as a self-taught Web Designer in 1999. From the very beginning her approach was user-centered despite not being familiar with the now-common phrase of ‘User Experience’.

    In 2007 she finalized her (Diploma-) study in Psychology and started working in the field of clinical Psychology. It was at this point that Martina’s academic background and her passion joined and she started a career as UX Designer, being called “Conceptioner” at first. Since then Martina has not only contributed to the digital and service ecosystems of many recognizable companies (e.g. eBay, PayPal, Emirates Airlines, Volkswagen, Telekom and many more), but she also helped selected Start-ups in Europe, by forming and driving their Research, as well as contributing to their product or service strategy and definition.

    Talk: Diagnosis: UX Charlatans

    How to Spot Them Quickly and Stop Wasting Time, Money and Nerves

    Workshop: UX Psychology / SOLD OUT

    • 19.Nov 14:00-18:00 - 20.Nov 10:00-18:00
    • €340 (no tax will be added)
    • Tallinn University, M-ELU
    SOLD OUT

    Psychology has become very popular in the UX-field, but most practitioners and colleagues expect rather manipulation practices (psychology hacks) than actual scientific understanding of the inner processes of human beings. More and more UX-people however, became aware of UX Psychology in recent years and have repeatedly asked, how they can obtain the basics of Psychology. Going through the scientific literature is very time-consuming, but online courses that are offered usually just scratch the surface and deviate strongly from UX interests. Therefore, I decided to put together a workshop, in which I convey all psychological and psychotherapeutic principles relevant for and tailored to UX work.

    Understand how they tick and what really motivates them. Identify their deeper needs and problems without talking to them. Whether you are an aspiring UX designer, psychologist or part of a product team, this workshop is for you.

    Day 1 ‘UX Psychology Theory’ 14:00-18:00

    Psychology has become very popular in the UX-field, but most practitioners and colleagues expect rather manipulation practices (psychology hacks) than actual scientific understanding of the inner processes of human beings. More and more UX-people however, became aware of UX Psychology in recent years and have repeatedly asked, how they can obtain the basics of Psychology. Going through the scientific literature is very time-consuming, but online courses that are offered usually just scratch the surface and deviate strongly from UX interests. Therefore, I decided to put together a workshop, in which I convey all psychological and psychotherapeutic principles relevant for and tailored to UX work.

    In this 4h workshop the participant will learn how a (Neuro-/Bio-) Psychologist conceives humans; how a Psycho Therapist builds relationship with their clients, so that together they can start solving (psychological) problems; how a psychological Researcher conducts different kinds of tests and experiments to understand human psyche and needs; and last but not least – how all these principles map to the UX-process.

    The workshop does not requite any preliminary knowledge about Psychology as it builds a common knowledge-fundament from the very beginning.

    Day 2 ‘UX Psychology Applied’ 10:00-18:00

    It’s hard to uncover what motivates people by just talking to them or when you don’t have anything to show them – relying on people’s imagination can turn out quite risky. People will not only tell you what you want to hear but they are also highly unaware of what profoundly motivates their behavior, so they are not very good at reporting or forecasting it. In the deeper levels of human motivation, however, lies the true potential for meaningful products or services and we are going to tap into these as UX psychologists do.

    In this workshop, you will learn how to get access to the deeper levels of human motivation by observing people in their natural environment and behavior. First, you will learn how to collect observations in an objectified and valuable way.  

    Then, in small groups, you will exercise a short approach to create an informed hypothesis based on the observed behaviors. Finally, you will bring your hypothesis to life in a product or service concept, which leaves you with something you can then put in front of users.

    The workshop does not require any preliminary UX-knowledge and is, therefore, suitable for everyone involved in the early stages of Product/Feature Development, as well as anyone interested in human behaviour.

    Eric Reiss

    Eric Reiss

    CEO of The FatDUX Group

    Eric Reiss has been meddling with service and product design projects for longer than he cares to remember. Today, he is CEO of The FatDUX Group, an international user-experience design company headquartered in Copenhagen, Denmark. Eric has also lectured on design principles at the Bauhaus University in Weimar, is a former Professor of Usability and Design at the IE Business School in Madrid, and serves on the advisory boards of several universities and institutes in both Europe and the United States. His Web Dogma, a design philosophy that transcends both fashion and technology, has been adopted by 1000s of developers and companies around the world.

    Talk: Information 4.0. What it is and what you can do to succeed

    Information doesn’t come in “versions” but the digital community likes to invent names. And Information 4.0 is the latest buzzword in the
    world of communication. The information architects are talking about this a lot. You’ll also hear a lot about how artificial intelligence is going to impact your business or organization. The computer scientists have lots to say on 4.0, too.

    Workshop: What is service design?

    • 23.Nov 10:00-17:00
    • €90 (no tax will be added)
    • The Void Telliskivi
    Save your seat

    Service design combines key elements from user-experience design, interaction design, and quality management to create long-term value. In this full-day workshop, you’ll discover the basic elements of each of these disciplines and how they work together to raise customer satisfaction, increase conversions, and enhance key events along the customer journey.

    What You’ll Learn

    • How service design relates to user experience
    • How you can create value even with a small budget
    • How you can move projects from subjective guesswork to measurable success
    • How you can inspire teams and service providers
    • How you can get the most out of service-design tools including:
      o User-centered-design basics (UCD)
      o Touchpoint analyses
      o Customer journey maps
      o Use cases
      o User scenarios
      o Storyboards
      o Personas
      o Proof of concept / performance metrics

    And finally, we will bring these together to create a service-design blueprint that helps you create a shared frame of reference for your team, provides overview, and helps pinpoint problems waiting for an innovative service solution!

    This is a true workshop and our day together will be marked by several hands-on exercises. Not only are these fun, but they help you internalize the key features of service design so you can provide greater value for your employer or clients from the very next day.

    Who This Workshop is For

    Designers and UX professionals who want to take their skills beyond the screen to create truly valuable cross-platform experiences.

    Gilbert Cockton

    Gilbert Cockton

    Former professor of Design Theory at Northumbria University

    Dr Gilbert Cockton is a part-time research fellow in the School of Computing at the University of Sunderland.

    - He has worked in Interaction Design for almost 40 years, starting with design and implementation of e-learning programs as a high school teacher, followed by freelance games programming.
    - These interests led him to pursue a PhD on User Interface Architectures and Specification.
    - Much of his time was spent working for and within businesses in the Scottish HCI Centre, for Bell Northern (now Nortel) research, MARI Computer Systems, Microsoft Research, several consultancy assignments and directing major regional digital sector support projects (Digital Media Network, CODEWORKS NITRO, HEFCE Digital CoKE). In the latter roles, he contributed to the establishment of the north east of England as a major centre of creative digital technology.

    Read more

      Talk: Being a Human-Focused Team Player in a Competitive Creative Industry

      Many countries classify software as a creative industry.  For the last few years, major usability consultancies (e.g., uie.com, nngroup.com) have been expanding their offer to include creative and strategic design considerations.
      Human focuses, such as contextual research and user experience evaluation, must now integrate effectively with creative, strategic and technical practices. There can no longer be a single centre to software design.  No single development philosophy is adequate in isolation, whether this is agile, lean, design thinking, concurrent engineering, user experience, human-centred or value-sensitive design. Every project is unique and every software development team will draw on their own tried and tested resources, as well as continuously develop news ones for competitive advantage.
      In this talk, Gilbert will present a framework for managing creative software work that is critically informed by strategic, human and technical considerations.
      Timo Kiuru

      Timo Kiuru

      Creative director, speaker and writer

      Timo Kiuru is a marketing executive specializing in experiential design and leading creativity with almost 15 years' experience transforming global brands. Timo helps businesses become and remain relevant though state-of- the art concepts, boundary-pushing design and authentic brand experiences.

      Inspiring businesses to embrace the unknown and do something different.

      The mentality of an artist is to never hold back. To create art that reveals something hidden in both the maker and the observer. By bringing this passion of an artist into design and marketing, Timo helps businesses push aside mediocrity and become truly innovative.

      Timo has worked with global brands such as Samsung, SK-II, McLaren, Microsoft, Mini, The Huff Post, TheCoolHunter, Highsnobiety, Helsinki Fashion Week, Nokia, Kit and Ace and Sporty & Rich. As a result, Kiuru was awarded with a global 40 under 40 -industry award in 2016.

      As a public speaker Timo Kiuru is invited to address business, corporate, government and nonprofit organizations throughout the world. Timo’s presentations are fast-paced, engaging, visually striking and thought-provoking. Timo has spoken to professional audiences in cities as diverse as Helsinki, Miami, Las Vegas, Vilnius, Riga, St. Petersburg, Kazan, Moscow, Madrid, Rotterdam, Kiev, Toronto, Stockholm and Porto.

      Timo’s brand new book, THE LONELY CREATIVE – True Stories That Will Help You and Your Business Grow, is now available worldwide!

      Head to TIMOKIURU.COM to find out more.

      Talk: I love you too

      Global creative director Timo Kiuru will explain why experiences matter now more than ever. What makes an experience extraordinary? What’s the best way to design physicality in a world of increasing digitality? How to create a lasting competitive advantage by becoming experiential? This presentation is a summary of learnings from a true practitioner of creative leadership.

      Daniel Kotsjuba

      Daniel Kotsjuba

      Designer of Public Services at Estonian Public Sector Innovation Team

      Daniel is a dedicated Inclusive Design practitioner and promoter. He has been a guest lecturer in Estonian Academy of Arts Design Faculty and organising student competition UNILAB - Estonian Universal Design Incubator. He is currently working in Estonian Public Sector Innovation Team, to help design user friendly and human-centered public services.

      Talk: Imagining the world after Accessibility

      Let’s imagine for a second that we’ve reached an era where we’ve managed to implement all the digital and physical accessibility requirements everywhere in the world. Where do we go from there? When it’s no longer necessary to meet basic human rights, we can start focusing on what moves and touches our hearts, what truly makes us excited. 

      In my talk I’m bringing forth examples of different contemporary works that are already thinking past guidelines and requirements. Even more, accessibility cannot be met with only focusing on codes and measurements. The only way to meet the “New World Criteria” is to look past requirements and learn from and with the real people. This creates an opportunity to get inspiration from the connection with a fellow human being and develop new and clever solutions to everyday phenomenon that we all can benefit from.

      Anastasia Schebrova

      Anastasia Schebrova

      Chief Experience Officer at UXPressia

      Anastasia is passionate about UX and music. She is responsible for end-to-end experience of UXPressia users. In the past she used to be a UX trainer. In the free time she plays and signs in her own music band.

      Talk: Faces of customer journey mappers: creating personas for CJM software

      As a team developing customer journey mapping software, we have a unique chance to engage with hundreds of journey mappers from all over the world on a daily basis. We’ve heard hundreds of stories and, we’ve seen thousands of customer journey maps. All of that gave us all resources to develop and validate Personas, describing different “mapper” types. We’ll tell how we created Personas step by step, what we based on, how we incorporated part of Personas validation into product onboarding, what insights we discovered and how this knowledge changed our product (and affected our team).

      This talk will be interesting to everyone who always wanted to start using Personas but didn’t know how to do it or whether it was worth it. On top of that if you are building customer journey maps, chances are you’ll recognize yourself in our Personas and learn what differs you from other mappers.

      Annika Ganson

      Annika Ganson

      Digital product designer at Siteimprove

      Annika Ganson is a passionate digital product designer, currently working at Siteimprove in Copenhagen. Having previously been designing inspiring user interfaces within the travel industry, for companies like Momondo and Like a Local, her focus is now on finding ways to make design processes more scalable, effective and integrated with the best practices for accessibility.

      At Siteimprove, she’s been involved in projects that have ranged from user-centered concept development to designing data heavy interface solutions and usability testing. At the moment, she’s a part of the new design system team, preparing and providing shared design resources for all development teams.

        Workshop: FREE Workshop: Accessibility in practice / SOLD OUT

        • 21.Nov 14:00-16:00
        • Free
        • Tallinn University, M-ELU

        This workshop is sold out!

        Accessibility is not just about correct contrast levels and it’s definitely not just a checklist for the technical implementation – a lot has to be done and the whole team has to be involved already in the early stages of product development to provide an inclusive digital experience for all.

        In this workshop you’ll learn:
        – How to get started with building accessible digital products
        – How to coordinate teamwork and different roles for the best outcome
        – Practical design tools and methods for accessibility – from design systems to browser extensions.

         

         

        Mira Alhuonsuo

        Mira Alhonsuo

        Researcher and service designer

        Mira Alhonsuo (Master of Arts) is a researcher and service designer. She has worked for multiple service design projects. She has examined research cases in healthcare services, digital services, and tourism as well as with different companies and organizations. Currently, she is a PhD candidate in the Culture-Based Service Design Doctoral Programme at the University of Lapland, focusing on health-related co-design processes, and how to bring stakeholders voices out better. Her research interests include empathy, narratives, and design methods which help to concretize abstract services, process visualization and public service development, especially in the healthcare sector.

          Talk: Co-designing healthcare: design sprints as an agile way of developing services

          This talk will focus on three health-related co-design sprints, which were held in Sweden, Estonia and Finland during spring 2019. It opens up design sprint processes in healthcare context, their key findings and lessons learnt. The presentation aims to inspire you to implement agile design sprint processes and methods into your own practice.

          Nikita Efimov

          Nikita Efimov

          Product Manager at UXPressia

          Nikita Efimov is a Product Manager at UXPressia, a UX/Product coach at the training center ITMINE, and an inspiring leader of the UXSPb – a community of UX designers, user researchers, and information architects in Saint-Petersburg. Nikita has over 13 years of experience in the Software Development area, including 7 years in the field of UX (UX Designer / User Researcher / Head of UX). He has a strong experience in UX, user research and product management. He is an experienced speaker and organizer of several conferences in Russia, including World Usability Day, World Information Architecture Day, ProfsoUX, and SECR.

            Workshop: Three maps to navigate customers needs

            • 21.Nov 09:30-18:00
            • €280 (no tax will be added)
            • Estonian Academy of Arts, D306
            Save your seat

            Empathy and Impact Mapping – 3h

            Is it hard for you to build empathy to your users? Is it hard for you to be on the same page with the rest of the team on who we are building our product for? Even if you’ve done that, is it still hard for you to come up with a good solution to reach your project’s goal? Or is it hard to come up to mutually agreed project scope in your team? The workshop will highlight 2 useful tools, Empathy Mapping and Impact Mapping, to help you to fix that.

            First part will cover Empathy Mapping tool: a useful method to get the information from the heads of participants and to put everybody on the same in regards to their customer, users or whoever they are trying to build empathy for. Participants will get familiar with the tool and will see the results of mutual collaborative usage of the tool.

            Second part will cover Impact Mapping tool: a strategic planning technique that helps to reduce waste by preventing scope creep and over-engineered solutions. Participants will get familiar with the tool and will see how it combines with Empathy Mapping and mutually benefits from it.

            Workshops takes place in Estonian Academy of Arts, room D306
            Address Põhja puiestee 7, Tallinn

            Job Map in practice – 4 hrs

            UX specialists’ job is to think about people needs and build product/service that satisfies those needs.
            Jobs-to-be-Done theory helps us to look at people’s needs from a different perspective. This theory states that people hire products to get their job done. And our main goal is to find these jobs, understand underlying unmet needs, struggles, and desired outcomes.

            There is a great technique within JTBD – Job Map – which helps us to put in order all steps people take to get their jobs done. This map can help us to get a bird view and create seamless and meaningful UX.

            What topics will be covered:

            • What is Jobs-to-be-Done theory and how we can apply it for UX design
            • What is a “Job” and how we can define it
            • How we can map our customers’ job
            • What strategies exist for working with map

            What we will practice:

            • Synthesizing a job from research results
            • Building a Job Map
            • Generating product ideas based on different strategies

             

            Nikita Efimov

            Nikita Efimov

            Product Manager at UXPressia, a UX/Product coach at the training center ITMINE, and an inspiring leader of the UXSPb

            Nikita has over 13 years of experience in the Software Development area, including 7 years in the field of UX (UX Designer / User Researcher / Head of UX). He has a strong experience in UX, user research and product management. He is an experienced speaker and organizer of several conferences in Russia, including World Usability Day, World Information Architecture Day, ProfsoUX, and SECR.
            Stein Erik Skotkjerra

            Stein Erik Skotkjerra

            Head of Accessibility Relations at Siteimprove

            Passionate advocate of inclusive ICT design and known for always taking a people-centric approach in his work, Stein Erik Skotkjerra has been providing companies and organizations, public and private, with the mindset, strategies and tools needed to succeed in making digital experiences more inclusive for more than 10 years.
            Despite a deep passion for technology, Stein’s career spanned over 20 years, encompasses a truly wide range of specialities including developing assistive technologies for people with visual impairments, founding his own accessibility consulting company, and working as a strategic management consultant to boards and C-Level management considering the inclusive design of ICT.
            Currently, Stein works as Siteimprove's Head of Accessibility Relations, where he serves as the company’s overall global strategic advisor in all areas related to web accessibility, changing political climates and inclusive strategy. Alongside his full-time role, Stein is an active participant within various accessibility standards committees throughout the Nordic region, and enjoys public speaking, has been an internationally recognized speaker and guest lecturer within the field for many years.

            Talk: Why designing for the blind is pointless

            Anyone running a business online knows how annoying it is to get usability requests beyond your expectations. In this talk we will show you how to effectively get rid of customers with disabilities, elderly customers or customers with demands outside the ordinary. We will do this by showing you specific examples you can take home and start implementing on your website to ensure the opposite and make sure you never get difficult usability questions from your users again.

            Yuri Vedenin

            Founder at UXPressia

            Founder at UXPressia, an online platform for managing Customer and User Experience with the help of Customer Journey Maps, Personas   Impact Maps. He is also the founder and managing partner at UX services and consulting company UXpresso, founder and coach at educational center ITMINE. Yuri is giving back to community via organizing and participating in a lot of events for UX/CX specialists, business analysts and product managers. Yuri also conducts workshops and speaks at different conferences related to UX, CX and Product Development all over the world: EuroIA (Dublin), UXDC (Washington DC), UX Salon (Tel Aviv), UX Riga (Riga), World Information Day (Berlin), Product Development Days (Krakow), UXistanbul (Istanbul), ProfsoUX (Saint-Petersburg), etc.

            Talk: Faces of customer journey mappers: creating personas for CJM software

            As a team developing customer journey mapping software, we have a unique chance to engage with hundreds of journey mappers from all over the world on a daily basis. We’ve heard hundreds of stories and, we’ve seen thousands of customer journey maps. All of that gave us all resources to develop and validate Personas, describing different “mapper” types. We’ll tell how we created Personas step by step, what we based on, how we incorporated part of Personas validation into product onboarding, what insights we discovered and how this knowledge changed our product (and affected our team).

            This talk will be interesting to everyone who always wanted to start using Personas but didn’t know how to do it or whether it was worth it. On top of that if you are building customer journey maps, chances are you’ll recognize yourself in our Personas and learn what differs you from other mappers.

            Workshop: Three maps to navigate customers needs

            • 21.Nov 09:30-18:00
            • €280 (no tax will be added)
            • Estonian Academy of Arts, D306
            Save your seat

            Empathy and Impact Mapping – 3h

            Is it hard for you to build empathy to your users? Is it hard for you to be on the same page with the rest of the team on who we are building our product for? Even if you’ve done that, is it still hard for you to come up with a good solution to reach your project’s goal? Or is it hard to come up to mutually agreed project scope in your team? The workshop will highlight 2 useful tools, Empathy Mapping and Impact Mapping, to help you to fix that.

            First part will cover Empathy Mapping tool: a useful method to get the information from the heads of participants and to put everybody on the same in regards to their customer, users or whoever they are trying to build empathy for. Participants will get familiar with the tool and will see the results of mutual collaborative usage of the tool.

            Second part will cover Impact Mapping tool: a strategic planning technique that helps to reduce waste by preventing scope creep and over-engineered solutions. Participants will get familiar with the tool and will see how it combines with Empathy Mapping and mutually benefits from it.

            Workshops takes place in Estonian Academy of Arts, room D306
            Address Põhja puiestee 7, Tallinn

            Job Map in practice – 4 hrs

            UX specialists’ job is to think about people needs and build product/service that satisfies those needs.
            Jobs-to-be-Done theory helps us to look at people’s needs from a different perspective. This theory states that people hire products to get their job done. And our main goal is to find these jobs, understand underlying unmet needs, struggles, and desired outcomes.

            There is a great technique within JTBD – Job Map – which helps us to put in order all steps people take to get their jobs done. This map can help us to get a bird view and create seamless and meaningful UX.

            What topics will be covered:

            • What is Jobs-to-be-Done theory and how we can apply it for UX design
            • What is a “Job” and how we can define it
            • How we can map our customers’ job
            • What strategies exist for working with map

            What we will practice:

            • Synthesizing a job from research results
            • Building a Job Map
            • Generating product ideas based on different strategies

             

            Nikita Efimov

            Nikita Efimov

            Product Manager at UXPressia, a UX/Product coach at the training center ITMINE, and an inspiring leader of the UXSPb

            Nikita has over 13 years of experience in the Software Development area, including 7 years in the field of UX (UX Designer / User Researcher / Head of UX). He has a strong experience in UX, user research and product management. He is an experienced speaker and organizer of several conferences in Russia, including World Usability Day, World Information Architecture Day, ProfsoUX, and SECR.