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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.


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.


Three maps to navigate customers needs

  • 21.Nov 09:30-18:00
  • Estonian Academy of Arts, D306

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


€280 (no tax will be added)€

0€ with VAT

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