UXCampAMS17 Trip Report

UXcampAMS took place this past weekend in Amsterdam – here’s what I saw and learned there.

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Why did I want to attend it?

As always, great people, great networking, interesting talks and workshops, tons of inspiration! Really helps to get perspective on my work + keep up with trends and industry standards. Plus this year I had an extra agenda to promote Red Hat and Fedora by giving a talk and distributing some swag.

City and venue

UXcampAMS took place in Amsterdam (of course) on April 22, 2017. Venue was Congrescentrum, somewhere on the upper floor. I did have a bit of a trouble getting into the building, as one has to press a very discreet button with something written in Dutch next to it 😉 But otherwise it was pretty great, 5 rooms of various sizes for talks and workshops, an area to hang out and talk with sponsor booths set up + cafeteria with coffee (very important for a Saturday morning!).

Plan of the day

As all UX Camps, this one was a BarCamp – meaning no pre-scheduled talks, just an outline of the agenda. So after registration and an introduction we had a “Madness Session” – people who wanted to present or have a workshop / discussion got up, filled in cards and pitched their proposals in 30 second time slots. Audience voted on the talks they’d like to attend by raising hands. Here’s a video to give you an idea:

In a short break afterwards organizers put together a schedule, in which I was !surprise surprise! first:

uxcampams17 schedule

My talk

I did the same talk as at ProfsoUX in Russian the week before, so this time I translated it to English.  These are the slides at SlidesShare. So, again, I talked about open source and design, including both graphic and UX stuff, tools and processes and how and why to get started, mostly focusing on work of the Fedora Design Team. The attendance was pretty good, many people knew Red Hat and Fedora, we had a lovely discussion after the talk. I really hope I inspired some people to contribute or try open source tools.

Other talks I attended

Transforming Marktplaats by Jeroen Mulder

Jeroen talked about Marktplaats and their journey through the years, beliefs to transform Marktplaats into a design-led, customer-centric organization; how they started as a desktop environment and now with the rest of the world are quickly moving towards mobile (>45% of their users).  He also talked about their ‘big hairy audacious dreams’ aka BHAG: Bought and sold in 5 minutes. What they found out: the world has changed a lot since 1999, companies now design experiences and care about their users from start to finish. Some of the principles they came up with:

  • outside – in
  • strategic design
  • cross-functional
  • outcome over output
  • discover and fail fast (go through build-measure-learn cycle as quickly as possible)

Jeroen also talked about building a UX team and how we need to ‘get out of the deliverables business’ and own the entire process: Analysis and research → Vision, strategy and concept (not optional!) → prototype and validate (and back to analysis) → build and repeat!

Involving everybody is key, as well as reminding PMs, QA, devs, designers, etc that we all have the same goal. Jeroen specifically underlined the importance of a good relationship between designers and PMs. It all starts with culture and is a journey.

UPD slides linklink

5 remote communication tips for designers by Magdalena Rydiger

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Magdalena works in a Polish agency called Polidea, and as an agency they bring in new clients every couple of months.  Being a designer, she is in constant contact with them and often has to communicate remotely, which as we know, poses some challenges on communication effectiveness. So she wanted to give some tips how to overcome communication problems and have a discussion after.

5 tips:

  1. hold kick-off workshops
  2. make the design process clear for the client
  3. express yourself with talkative examples
  4. support message with video chat and visuals
  5. teamwork makes dreams come true

Again, she pointed out the importance of involving everybody in the design process and constantly reminding them, that we are working towards the common goal. It can start at the kick-off meeting, where among other activities team can look at things that will make the project successful or will make it fail.

She also suggested having all files easily accessible for everybody – for example, a single doc on google docs + photos of sketches.

Designing a UX portfolio by Ian Fenn

Ian talked about the importance of having a portfolio and gave us an introduction to the book he’s writing for O’Reilly. One can buy early release right now, but be aware that that means the book is not yet finished, and you’ll get chapters as they are written. A couple of good pointers from Ian:

  • the purpose of a portfolio is to get a face-to-face interview
  • the recruiters have limited knowledge of UX and very little time, and will spend ~30 sec per resume
  • UX portfolios are often misunderstood: as Jared Spool states, “ A great portfolio is a collection of the stories that describe your best work” and not a collection of deliverables.
  • so one might want to include case studies (no more than 3 pages each):
    • brief
    • what you did
    • key tools and deliverables
    • the results
  • images should support and enhance the written narrative
  • aesthetic affects hiring managers, too
  • language is key, so be short and on the point, no jargon or scientific words. One of the most interesting tips, which goes for any sort of writing: read what you write out loud
  • and seek feedback from the right people

Brand in UX workshop by Flin Nortier and Ramon Schreuder

After that I attended a workshop about brand and user experience. Flin and Ramon told us about the importance of expressing brand values through interaction design, and that it will make the brand come alive. They defined brand as an intangible sum of product attributes (logo, perception, tagline, gut feeling, etc) and we tried to express brand values through interface and communication with ‘clients’.

Keynote: How to make UX count? by Barbara Koop

At the end of the day we attended a keynote about making UX count and subsequently becoming a superhero. Barbara’s main message was: data is an outcome, and we can’t drive outcomes. When we measure UX in any way, we get a lot of data, which doesn’t tell us much, so we need to get behind the data. Barbara introduced the W model of data-driven learning:

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She also advised to define which behaviors drive soft KPI’s (Key Performance Indicators) and track those, as well as bundle predictors to an impact factor for each KPI, so we can see growth and success for each goal. Some of the soft KPI’a are: loyalty, brand perception, customer experience, conversion rate, etc.

Actionable and useful stuff

The main messages of the conference for me turned out to be:

  • teamwork is key, so have everyone involved from the very start
  • go through development and iteration process quickly, evaluate and repeat
  • remind people we are working towards the same goals (if necessary)
  • track things that need tracking and be smart about it

I had an amazing time at the UXcamp in Amsterdam, met some very interesting people and attended great talks. As soon as slides are online, I’ll update my post. Thank you, everybody,, who organized it and took part in it, see you all next year? 🙂

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UXCampAMS17 Trip Report

ProfsoUX 2017 Trip Report

Why did I want to attend it?

First of all, I was invited to come and give a talk by a friend, who lives in St Petersburg and works as a UX specialist (more about him later). He said people will be very interested in how open source design happens, what tools we use and what problems we face. It was an excellent opportunity to promote Red Hat and Fedora and meet professionals in my field of work. Furthermore, the UX scene in Russia is a bit different, and I was interested to find out how they work and what projects are going on. As always, conferences are great networking events, and I was happy to find out some people even came specifically to see me talk. So, altogether I really enjoyed ProfsoUX, now let’s talk about it in more detail.

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City and venue

The conference was held in St Petersburg, Russia. It is a very beautiful, huge and cold city, that does not need much introduction. The venue itself I really liked: a couple conference halls just big enough, as well as a standing area, coat room, and resting zone.

My talk

I talked about open source and design, including both graphic and UX stuff, tools and processes and how and why to get started, mostly focusing on work of the Fedora Design Team. Slides (partially in Russian) can be seen here. I just had 15 minutes, so it turned out to be more of an overview. We did have quite a bit of time for questions after, and I’m happy to tell you that the topic is hot-hot-hot, especially questions ‘Why do anything if you are not getting paid?’, ‘Is open source software good enough?’ and ‘Where do you get money from?’. Some people came specifically to listen to me talk and I’ve spotted a couple open source enthusiasts in the crowd. Others had trouble using open source software some time ago and came to just bring that up. All in all, I think it went pretty well, and although they put me last on a program, the hall was not empty at all! I received some comments and suggestions on what to focus more and will try to give an improved version of my talk in English this Saturday at UXCampAMS.

Keynote: Eric L Reiss, http://fatdux.com/, https://twitter.com/elreiss, slides

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You can find a description of his keynote here (look for English text). Eric talked about the importance of having a UX strategy, talking to all key stakeholders, especially upper management, as well as the definition of user experience. He defines UX as a sum of a series of interactions, in which case we can easily talk about UX of a city. He also mentioned that UX is situational, so, for example, UX of a city visitor differs greatly from UX of someone living in said city.

He talked a bit about customers and users and said that while all users are your customers, not all customers are users. Going on to strategy (what?) and tactics (how?).screenshot-from-2017-04-18-12-35-50.png

His main point being: “If you don’t know where you’re going, you’re never going to get there”.  Then he talked for a bit about the importance of measuring and optimizing user experience, and how everyone needs to be on board with UX. Mr Reiss is a great person, wonderful performer and I recommend everybody to take a look at his talk.

UPD video is here

Other talks I attended

Often I wished I could be in 2 tracks at once, as the majority of talks promised to be spectacular. Some talks I did go to:

Actionable and useful stuff

Some interesting things I learned there: Kirill told us it might not be necessary to ask a person questions while conducting user testing, if you can monitor brain activity directly with the help of OPENBCI.  Good thing about it is that it’s open, fast-growing community with technology available for everybody, and volunteers practically find themselves – everybody is willing to test the new cool technology!

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While we were waiting for the next presenter, we were introduced to a term of Fundamental attribution error, which is an interesting psychological effect: people tend to explain their own behavior with external factors, and the behavior of others with their personal traits. So for example, when someone is late we tend to think it is their own fault, while the person in question will feel that it’s the external factors’ fault: the weather is bad, their sock ripped or there is a traffic jam, for example. We need to remember this in daily life in combination with assuming positive intent.

Following the keynote, I’d like to underscore the importance of having a UX strategy, as well as involving all the key stakeholders in the process of defining one and working on the user experience as a whole.

One more interesting thing I learned was when and how to use diary studies, a research method I haven’t used before. Its main application is to monitor user behavior over a prolonged period of time, when you need to find out how the feature will be used over time, if the person will continue to use it and why. It is a fairly huge and expensive type of research, which poses many problems for the researchers and users both, but sometimes it’s the only way to go. For example, one of the tasks ladies from mail.ru group talked about was how they got qualitative data on how people find, choose and read media online.

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To sum up, I really enjoyed the conference and want to thank all presenters, guests, volunteers and organizers for a great event. Hope to see you all next year!

ProfsoUX 2017 Trip Report