On May 10th, 2018, FITC’s Spotlight UX/UI event returned to Toronto to educate and equip designers with the latest tips and techniques for projects that are transforming our world today.
The event featured talks and panel discussions from top North American designers and developers in the field of user experience and interaction design.
Say Yeah was thrilled to capture talks and interviews
at FITC’s Spotlight UX/UI event.
Here are our major takeaways from each of the speakers:
She used the example of Atlassian’s free startup trials. It was found that users often signed up to multiple trials to get a feel for the product and then would finally commit quickly on a last new trial after they had finally made the decision to proceed. The consensus from looking at the trial user data was that some customers were quick to commit, while others never did. It wasn’t until taking a deeper dive with new customers that it was understood they had used multiple ways to earn numerous free trials until they were comfortable enough to commit, which completely changed the team’s perspective on how to operate and measure trials.
“It’s not all about the technical; it’s about understanding human behaviour to come up with interesting experiences.” ~Zuzana Sekerova
At the UX/UI panel discussion, articulating what it means to be a designer was at the forefront of the conversation.
Moderated by our very own CEO, Lee Dale, the panel shared professional experiences, including those successful and poor decisions that led them to their current place in the industry. Matt Hryhorsky shared a great point on how the role of design is more methodological than artistic, suggesting that the industry should shift from referring to designers as rock star solutionists, and instead call them methodology experts.
“Our job is to primarily listen and synthesize before problem solving.” ~Matt Hryhorsky
Leslie Predy of Autodesk shared first-hand insight on machine learning practices and how her team looks to augment human activity to improve efficiency and capability. Working with companies in manufacturing, she and her team have learned the importance of constant iteration and validation while creating digital products in order to apply learning from industry subject matter experts and users.
To Dayton, designing to ship is a mentality around using agile and lean UX processes to reduce the waste that often happens between design and development teams.
For a designer, this means doing whatever it takes to move the product further along the production line—from inception, to prototyping, to development—in order to see the design through to the finished product. This means working more collaboratively with developers, having a hand in front end code, and ultimately taking responsibility for what users see and interact with.
“More designers need to feel responsible for shipping a product.” ~Dayton Pereira
Spotlight UX/UI has proven how great design and technology can work together to create valuable products and experiences. If you’re a designer, innovator, developer, or a student studying in these fields, we encourage you to attend Spotlight UX/UI next year!
If you’re looking to bring fundamental experience design methodologies and execution to your team, we’re here to help.