EuroIA 2015

Madrid, 24 – 26 September


Design with consistent intent: About implementing a strategy in branding and experience design

Elaborating meaningful experience design for people requires, on the one hand, understanding the habitual contexts of users and, on the other hand, understanding the context that the brand has created for the experience to live in.

As designers we can but recognize that, despite how much we strive to deliver impeccable designs, we rarely take the time to go beyond the deliverables and question if the whole experience designed is « on brand ». Moreover, even though brand and design…

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Natacha Hennocq

Lightning - Uncovering The Hidden Source of Value

In 2002, Jesse James Garrett wrote,

There is an ever-increasing body of knowledge about the research that can inform the creative process ; likewise, there is an established set of methods for evaluating the results of this process. But the process itself – the core of our work – remains a mystery, a gaping hole in our understanding of the disciplines of information architecture.

Put another way, the source of value in our profession is always hidden….

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The challenge of personalizing experiences: From humble cookies to the scary Big Data

There was a time when companies delivered products and services that were unique: that was the ‘one size fits all’ philosophy. They quickly understood that, if they wanted to please as many people as possible, they had to be empathic and deliver products in different sizes, colors, prices… But even with that assortment of products, there were still rich people who hired tailors to get personalized suites.

In the digital world, this happened, too. In the early stages, all the…

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Olga Revilla

Olga C. Santos

On Messages

We interact with websites, applications, and devices. Our productivity depends on robustness, speed, load tolerance, connectivity… Things that we can and often do measure and monitor.

This talk is about a core attribute of quality – performance. We will however take a slightly non-orthodox and very specific, human-centric point of view: messages.

Error messages, system messages, status messages, informational messages, warning messages, feedback messages, inline messages… interactions with websites, applications, and devices are peppered with messages – the things communicate with…

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Dimiter Simov

User Insights, Data Driven Design, and Stakeholder Buy In: A Case Study in Mobile Strategy

This case study outlines the process by which a mobile design strategy was developed for Recognizing inconsistencies between internal data and research at large prompted further investigation. Through the use of Assertion Worksheets, Experience Mapping, Qualitative Log analysis, and In-Context Mobile Interviews patterns in user actions and desires were identified. This analysis culminated in an elegant and simple strategy, the artifacts generated also serve as communication tools within our organization.

Following is a description of the techniques. This…

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Christina Spencer

Matthew Martin

Death and UX? Digital Afterlife and Digital Legacy

In my talk I will address questions around the digital afterlife and legacy, as well as other questions and constraints. As far as possible I provide answers and recommendations based on research and the learning from the digital afterlife project I’m currently working on.

I’m not introducing a new problem here: Approximately 1/3 of all Facebook-Accounts already belong to deceased users and the numbers are rising. About 10.000 Facebook users die every day. And Facebook, of course, is not the…

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Agnieszka Maria Walorska

Beyond the KPI Dashboard: Measuring the Quality of IA

In many organisations, quality of operations and performance versus objectives is reported through a management dashboard. This way of working assumes that reality can be reduced to a number or even a colour. While information architects and user experience professionals are now also asked to come up with KPIs, there isn’t a natural fit between the IA/UX disciplines and the dashboard approach. Suitable dashboard metrics, for instance, often assume a complete uniformity of context or formalised and static business…

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Whose User Research? The fuzzy boundaries between design research and marketing research

User Experience is a mature discipline that encompasses different types of activities, including User and Design Research. Publications on User Research (Hall, 2013), interviews (Portigal, 2013), observing UX (Goodman, Kuniavsky, Moed, 2012), describing approaches and methodologies to integrate research phases within design projects have fully legitimated this activity within UX and Service Design.

But where does User Research stand compared to other forms of research? In particular, where does it stand compared to some types of Marketing Research? The integration…

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Alessandro Catania

Taxonomies, tags and trajectories: Designing information architecture at the BBC

In a perfect world the web would be made of small pieces, loosely joined. But sometimes the world isn’t perfect – products are ‘owned’ by managers focused on making the best ‘thing’ to do a specific job, and not concerned about ‘the next biggest context’. Sometimes IAs get hypnotised by complexity and fetishise the domain model that will bring order, sense and calm. Sometimes connections between the fundamental services, which underpin our digital places, are disconnected from the actual…

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Rethinking Navigation

Responsive Design has become the state-of-the-art of web design in recent years, but there is still no best practice for navigating large amounts of complex content. Users in general struggle with the abstraction of navigation labels, and on smartphones in particular, they have a hard time forming a mental model of the content and its information architecture. The solutions developed for desktop screens that combine navigation and content cannot be applied to the small screens of many mobile devices….

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Andrea Rosenbusch

Extra! Extra! Rethinking the Breaking News Experience

The world has never been as connected as it is today. For news organisations, now is an incredibly exciting time for them to explore new and better ways to reach their audiences. Of all the editorial areas, the coverage of breaking news stories is the one where the most meaningful improvements can be made. In this case study presentation I’ll talk about how we’ve approached the design of the breaking news experience of the new Guardian site.

Rethinking the breaking…

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Mario Andrade

How to design a wireless world

The past five years have kept the design community very busy making iOS, android and HTML apps work in sync. Our goal was not to design isolated products but to create seamless multi-device experiences. This significant effort is just the prologue of what’s coming next.

A myriad of web-connected, bluetooth-powered devices is ushering in a new era of enhanced interactions. Many day-to-day tasks are now redesigned with the help of embedded chips: the way we pay (Apple Pay + Apple…

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Pablo Sanchez Martin

Working Agile at the European Commission: the EYD2015 Website

In the summer of 2014, we partnered with a web integrator to design and build the website for the European Year for Development 2015 (, a collaborative platform to publish stories from the field on development and announce events related to the theme year. In a first phase, we created an IA and design for the site. Then, the integrator took the lead and developed the site in agile sprints, with us in support.

The website is now running successfully,…

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Big Information: Designing Integrated Views on Connected Ecosystems

With the proliferation of digital and mobile, we are leaving a trail of our personal movements and contributions across the digital ecosystem, constantly adding to a giant pile of information. This dynamic space brings us closer together – businesses and customers, users and brands, enterprises and staff, tearing down the remaining walls between us.

As information architects, we learned to understand these dynamics across channels and touchpoints, media and devices, supporting complex journeys with integrated systems. Often, our designs aim…

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Milan Guenther

Mike Clark

Lightning - How to avoid falling for the dark side of UX

The good thing about UX design and IA in 2015 is that they are no longer unknown disciplines: everyone knows that if you want to work on Internet or mobiles apps you need to include a UX process in your roadmap. As a senior UX designer, you will get phone calls for jobs offers coming out of the blue. You might even seriously consider some of them.

But if you are not cautious you might fall for the dark side…

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Karine Cardona

Lightning - Going down the robot rabbit hole

Gartner predicted on 2/12/2015: “By 2020, information will be used to reinvent, digitalize or eliminate 80% of business processes and products from a decade earlier.”

Automation is all around. The Grid creates a website that designs itself based on the input you give it. We seem to live in a golden age of marketing software if you believe Scott Brinker. The buzz surrounding the Internet of Things makes businesses dream of gigantic market opportunities.

Yet, the day-to-day user experience is not…

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Bart Hilhorst

Lightning - All-inclusive design – excluding no gender

How much difference does one question about gender make? Quite a lot if I’m part of the ca 5 % of humanity who are transgender. Then it’s just one more situation among many others where I’m needlessly excluded.

The good news is that designing for all genders is one of the easiest ways to do inclusive design. If gender doesn’t matter when I’m using a system, it shouldn’t matter when I’m signing up to use it or when I’m evaluating…

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Lightning - Adding common sense to common design problems

The idea for this presentation occurred right after the Germanwing tragedy. The need (or demand) for tightening the inflight security after 9-11, suddenly ended up being used as a mean to cause another horrible tragedy. If design decisions weren’t based on fear perhaps this other tragedy could have been prevented. And we have numerous of other cases that tell the same story of consequences of design decisions. Take democracy for instance – we are trying to protect freedom by…

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Martin Stjernegaard

Lightning - Cards for discovery

User journeys used to be designed around organisational hierarchies and choices made via primary navigation interfaces. Now we measure the quality of a good Information Architecture by the lateral movements users make across a broad content offering. We enrich our users’ experience when we give them the tools to discover new content that they may not have otherwise explored.

I work in the Content Discovery team at the BBC, where we aim to make bridges between our different products and…

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Emily Heath

Lightning - Saying: "No", often saved our business

When you run an agency you usually do everything to make your clients happy. But exactly this almost destroyed us. Often our people and results suffered when we gave up on our expertise and followed subjective requirements of our clients. We came to the point where we have to either change the way we work or close the agency. This is our story.

It’s a common thing when planning a project to de–scope research, analysis and user feedback. Usual reasons…

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Jakub Karlec

The state of design in Open Source

When someone mentions open source software to you, what’s the first thing that comes to mind? God knows, but I bet you it is not “user centered design”.

But, as strange as it sounds, there is design life in open source. In fact, a whole bunch of open source designers got together for the very first time in Brussels last February, during the Free and Open Source Software European Developers Meeting (FOSDEM), to discuss the particularities (and downright oddities) of…

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Belén Barros Pena