http://uxaustralia.com.au/ Presentations from the UX Australia 2009 conference, held in Canberra, Australia, August 2009. UX Australia 2009 is a 3-day user experience design conference, with inspiring and practical presentations, covering a range of topics about how to design great experiences for people. en-us ℗ & © UX Events Pty Ltd Sun, 14 Mar 2010 12:00:00 +1000 Sun, 3 Jan 2010 12:00:00 +1000 donna@uxaustralia.com.au (Donna Spencer) yes UX Australia Presentations from UX Australia 2009 Presentations from the UX Australia 2009 conference, held in Canberra, Australia, August 2009. UX Australia 2009 is a 3-day user experience design conference, with inspiring and practical presentations, covering a range of topics about how to design great experiences for people. Donna Spencer donna@uxaustralia.com.au No http://www.uxaustralia.com.au/conference-2009/visualising-the-user-experience http://www.uxaustralia.com.au/conference-2009/audio/darren_menachemson_visualise_ux.mp3 Design visualisations are information products that communicate how new products or services will work. The way they do this is by showing the new product or service in action, using a combination of text and pictures to tell the story of the future user experience. Design visualisations can stand alone as documents, but are often presented to audiences for the purpose of communication, consultation or (most usefully) design collaboration. Technology Mon, 21 Sep 2009 12:00:00 +1000 Darren Menachemson Clean Darren Menachemson talks about design visualisations, from UX Australia 2009 Design visualisations are information products that communicate how new products or services will work. The way they do this is by showing the new product or service in action, using a combination of text and pictures to tell the story of the future user experience. Design visualisations can stand alone as documents, but are often presented to audiences for the purpose of communication, consultation or (most usefully) design collaboration. 00:45:00 design, visualisation, user experience, conference, illustration, communication http://www.uxaustralia.com.au/conference-2009/digital-ethnographers-toolkit http://www.uxaustralia.com.au/conference-2009/audio/chris_khalil_digital_ethnographer.mp3 In this talk, Dr Chris Khalil of News Digital Media (NDM) will explain how NDM are using an innovative web/mobile based approach to Cultural Probes (digital scrapbooks) and other research tools, utilising an array of low cost and freely available web and mobile applications such as Tumblr and Facebook. Technology Mon, 21 Sep 2009 10:00:00 +1000 Chris Khalil Clean Chris Khalil talks about digital ethnography, from UX Australia 2009 In this talk, Dr Chris Khalil of News Digital Media (NDM) will explain how NDM are using an innovative web/mobile based approach to Cultural Probes (digital scrapbooks) and other research tools, utilising an array of low cost and freely available web and mobile applications such as Tumblr and Facebook. 00:45:00 design, visualisation, user experience, conference, illustration, communication http://www.uxaustralia.com.au/conference-2009/design-games http://www.uxaustralia.com.au/conference-2009/audio/donna_spencer_design_games.mp3 Playing games is more fun than work, right? So if we can combine games and work, work will be fun. Design games can help you learn about your users, or help a design team generate better solutions. Technology Tue, 20 Oct 2009 19:00:00 +1000 Donna Spencer Clean Donna Spencer talks about design games, from UX Australia 2009 Playing games is more fun than work, right? So if we can combine games and work, work will be fun. Design games can help you learn about your users, or help a design team generate better solutions. 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/automotive-hmi http://www.uxaustralia.com.au/conference-2009/audio/drew_smith_automotive_hmi.mp3 A brief overview of how car makers are either supporting or sabotaging their precious brand image through HMI design. Technology Tue, 6 Oct 2009 19:00:00 +1000 Drew Smith Clean Drew Smith talks about automative interfaces, from UX Australia 2009 A brief overview of how car makers are either supporting or sabotaging their precious brand image through HMI design. 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/more-better-faster http://www.uxaustralia.com.au/conference-2009/audio/matt_balara_agile.mp3 The agile movement, which grew out of the arena of software development, has much to teach user experience and visual design. A concentration on the thing itself, less time wasted on pretty but non-functional deliverables, treating clients as partners and flexibility can only help designers achieve more, better and faster. Technology Thu, 8 Oct 2009 20:00:00 +1000 Matt Balara Clean Matt Balara talking on agile design, from UX Australia 2009 The agile movement, which grew out of the arena of software development, has much to teach user experience and visual design. A concentration on the thing itself, less time wasted on pretty but non-functional deliverables, treating clients as partners and flexibility can only help designers achieve more, better and faster. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/fail-10-minute-talk http://www.uxaustralia.com.au/conference-2009/audio/oliver_weidlich_fail.mp3 Let's talk about examples of really bad UI/UX design collated from around the web/mobile/software/etc. Everyone can email me their favourite bad examples in the lead up to the conference and I'll collate and host. Technology Sun, 11 Oct 2009 16:00:00 +1000 Oliver Weidlich Oliver Weidlich discusses examples of interface failures, from UX Australia 2009 Let's talk about examples of really bad UI/UX design collated from around the web/mobile/software/etc. Everyone can email me their favourite bad examples in the lead up to the conference and I'll collate and host. 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/the-uncanny-valley http://www.uxaustralia.com.au/conference-2009/audio/ruth_ellison_robots.mp3 Why are some robots perceived as being cute while others are just plain freaky? This is a (mostly) irreverent exploration of recent robots and an introduction to the uncanny valley hypothesis. Technology Sun, 11 Oct 2009 16:00:00 +1000 Ruth Ellison Clean Ruth Ellison talks Robots, from UX Australia 2009 Why are some robots perceived as being cute while others are just plain freaky? This is a (mostly) irreverent exploration of recent robots and an introduction to the uncanny valley hypothesis. 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/visualisations-of-video http://www.uxaustralia.com.au/conference-2009/audio/ben_kraal_visualisation_video.mp3 We (Design Researchers at the People and Systems Lab, QUT) do a lot of work with video, collected in our usability lab and in the field, but we rarely show that video to other people. We've found that by turning video into visualisations it's easier to compare different videos. Technology Sat, 31 Oct 2009 05:00:00 +1000 Ben Kraal Clean Ben Kraal talking about visualising video data, from UX Australia 2009 We (Design Researchers at the People and Systems Lab, QUT) do a lot of work with video, collected in our usability lab and in the field, but we rarely show that video to other people. We've found that by turning video into visualisations it's easier to compare different videos. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/meet-your-ancestors http://www.uxaustralia.com.au/conference-2009/audio/alex_wright_meet_your_ancestors.mp3 In this talk, writer and researcher Alex Wright will take us on a guided tour of the many ways people have collected and shared information over the years: from the earliest folk taxonomies to the origins of writing, books, libraries and early hypertext systems that in some ways surpassed the present-day Web. Technology Sat, 07 Nov 2009 12:00:00 +1000 Alex Wright Clean from UX Australia 2009 In this talk, writer and researcher Alex Wright will take us on a guided tour of the many ways people have collected and shared information over the years: from the earliest folk taxonomies to the origins of writing, books, libraries and early hypertext systems that in some ways surpassed the present-day Web. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/when-customer-experience-design-fails http://www.uxaustralia.com.au/conference-2009/audio/joel_flom_customer_experience.mp3 We've all heard it. Customer experience should consistently engage a customer across all touch points. This utopian vision speaks to our souls and warms our empathetic hearts it can also fry the mind. This talk will highlight the challenges of creating an integrated customer experience, then share practical models and techniques that help break it down to size - interaction by interaction. Technology Mon, 9 Nov 2009 12:00:00 +1000 Joel Flom Clean Joel Flom talks about customer experience design - from UX Australia 2009 We've all heard it. Customer experience should consistently engage a customer across all touch points. This utopian vision speaks to our souls and warms our empathetic hearts it can also fry the mind. This talk will highlight the challenges of creating an integrated customer experience, then share practical models and techniques that help break it down to size–interaction by interaction. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/improving-dashboards-with-open-content-sharing http://www.uxaustralia.com.au/conference-2009/audio/lachlan_hardy_open_content_sharing.mp3 One of Atlassian's core problems is the difficulty of sharing and manipulating content in one application from within another. The Design Engineer assigned to the project of resolving this problem, Lachlan Hardy, will lead you through the design choices and implementation decisions that produced the new open dashboard which allows simple powerful content sharing from external sources on the web as well as our own products. Technology Mon, 9 Nov 2009 12:00:00 +1000 Lachlan Hardy Clean Lachlan Hardy talks about improving dashboards with open content, from UX Australia 2009 One of Atlassian's core problems is the difficulty of sharing and manipulating content in one application from within another. The Design Engineer assigned to the project of resolving this problem, Lachlan Hardy, will lead you through the design choices and implementation decisions that produced the new open dashboard which allows simple powerful content sharing from external sources on the web as well as our own products. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/emerging-a-user-experience-strategy http://www.uxaustralia.com.au/conference-2009/audio/emerging_ux_strategy.mp3 Early project information and documentation e.g. scope, project objectives, business requirements often take an organisational or technical perspective in describing the future system. A UX strategy on the other hand takes as its start point the perspective of those who will use the system. We define the development of a UX strategy then, as the process through which project information is critically translated and interpreted into a description of the future system from the perspective of the user experience. Our process starts by taking existing project information including user research and translating it into relevant user stories. Technology Tue, 17 Nov 2009 12:00:00 +1000 Penny Hagen, Michelle Gilmore Clean Penny Hagen and Michelle Gilmore pesent a case study about the development of a user experience strategy, from UX Australia 2009 Early project information and documentation e.g. scope, project objectives, business requirements often take an organisational or technical perspective in describing the future system. A UX strategy on the other hand takes as its start point the perspective of those who will use the system. We define the development of a UX strategy then, as the process through which project information is critically translated and interpreted into a description of the future system from the perspective of the user experience. Our process starts by taking existing project information including user research and translating it into relevant user stories. 00:45:00 strategy, user experience, conference http://www.uxaustralia.com.au/conference-2009/design-rationale-content-quality-and-ux-integrity http://www.uxaustralia.com.au/conference-2009/audio/david_more_design_rationale.mp3 Good content is essential to good user experiences, and to making good information architecture work. I'll highlight two ways to include content quality in the scope of UX: involving content owners in a Delphi-like review of website (or intranet) structure; and delivering practical writing specifications to help subject-matter experts produce useful content - even if they're not natural communicators. Technology Sun, 03 Jan 2010 12:00:00 +1000 David More Clean David More presents about ways to involve authors in redesign efforts, from UX Australia 2009 Good content is essential to good user experiences, and to making good information architecture work. I'll highlight two ways to include content quality in the scope of UX: involving content owners in a Delphi-like review of website (or intranet) structure; and delivering practical writing specifications to help subject-matter experts produce useful content - even if they're not natural communicators. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/101-things-i-should-have-learned-in-interaction-design-school http://www.uxaustralia.com.au/conference-2009/audio/shane_morris_matt_morphett_interaction_design.mp3 "101 Things I Learned in Architecture School" by Matthew Frederick delivers practical, experience-based advice to architects. Where's our equivalent? Where is "101 I learned in Interaction Design School"? Well, let's get started. You nominate a number from 1 to 101. I translate that architecture principle into an interaction design principle. If I can't, then you get a go. Technology Sun, 03 Jan 2010 12:00:00 +1000 Shane Morris, Matt Morphett Yes Shane Morris and Matt Morphett present a very entertaining look at interaction design principles, from UX Australia 2009 "101 Things I Learned in Architecture School" by Matthew Frederick delivers practical, experience-based advice to architects. Where's our equivalent? Where is "101 I learned in Interaction Design School"? Well, let's get started. You nominate a number from 1 to 101. I translate that architecture principle into an interaction design principle. If I can't, then you get a go. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/applying-uxd-to-the-selection-of-it-systems http://www.uxaustralia.com.au/conference-2009/audio/steve_baty_experience_led_organisation.mp3 Few activities in business follow rigid IT-centric lines of thinking more stringently than the selection of an IT platform as core and fundamental to the company as its reservation and management system. And yet we can still improve these projects by taking a human-centred view of the problem, and designing from the outside in. Technology Thu, 07 Jan 2010 12:00:00 +1000 Steve Baty Clean Steve Baty talks about how user experience strategy was applied to the selection of an IT system, from UX Australia 2009 Few activities in business follow rigid IT-centric lines of thinking more stringently than the selection of an IT platform as core and fundamental to the company as its reservation and management system. And yet we can still improve these projects by taking a human-centred view of the problem, and designing from the outside in. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/in-context http://www.uxaustralia.com.au/conference-2009/audio/aynne_valencia_guillermo_torres_in_context.mp3 Designing the experience for multiple channels is not enough anymore. In order to create a fluid and cohesive experience, we need step back, capture and coordinate the interactions between the different media. In this session, be exposed to the set of tools available for cross-channel design including the Hyperwireframe and Experience Map as holistic visual representations of the overall user experience across locations, time and channels. Technology Thu, 07 Jan 2010 12:00:00 +1000 Aynne Valencia, Guillermo Torres Clean Aynne Valencia and Guillermo Torres talk about experiences across multiple channels, from UX Australia 2009 Designing the experience for multiple channels is not enough anymore. In order to create a fluid and cohesive experience, we need step back, capture and coordinate the interactions between the different media. In this session, be exposed to the set of tools available for cross-channel design including the Hyperwireframe and Experience Map as holistic visual representations of the overall user experience across locations, time and channels. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/data-rich-interfaces http://www.uxaustralia.com.au/conference-2009/audio/stephen_hall_data_rich_interfaces.mp3 User Experience designers and Information Architects are more and more likely to be dealing regularly with the challenges of rich data presentation. This talk examines some approaches to the analysis and presentation of rich data sets on the web. Drawing on the presenter's own direct experiences from large scale projects in the pharmaceutical, educational, aged care and consumer advocacy sectors, it will discuss tools and techniques for synthesising the needs of users and business owners into useful and highly usable interfaces and interactions. Technology Thu, 07 Jan 2010 12:00:00 +1000 Stephen Hall Clean Stephen Hall talks about designing data-rich interfaces, from UX Australia 2009 User Experience designers and Information Architects are more and more likely to be dealing regularly with the challenges of rich data presentation. This talk examines some approaches to the analysis and presentation of rich data sets on the web. Drawing on the presenter's own direct experiences from large scale projects in the pharmaceutical, educational, aged care and consumer advocacy sectors, it will discuss tools and techniques for synthesising the needs of users and business owners into useful and highly usable interfaces and interactions. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/making-cots-information-management-products-usable http://www.uxaustralia.com.au/conference-2009/audio/nigel_carruthers-taylor_matt_bayliss_usable_COTS.mp3 Commercial off the shelf (COTS) products don't often lend themselves to customisation. And when they do, the customisation tends to be driven by feature-level requests. User needs, if they're considered at all, come in a distant last. So to see a COTS product turned into an engine for a user-centric solution is a rare and beautiful thing. Technology Thu, 07 Jan 2010 12:00:00 +1000 Nigel Carruthers-Taylor, Matt Bayliss Clean Nigel Carruthers-Taylor and Matt Bayliss talk about making a COTS product usable, from UX Australia 2009 Commercial off the shelf (COTS) products don't often lend themselves to customisation. And when they do, the customisation tends to be driven by feature-level requests. User needs, if they're considered at all, come in a distant last. So to see a COTS product turned into an engine for a user-centric solution is a rare and beautiful thing. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/itsme http://www.uxaustralia.com.au/conference-2009/audio/guido_parlato_itsme.mp3 Itsme is an on-going project that aims to design and develop the next generation workstations based on a radically new metaphor called 'Stories and Venues'. This presentation reveals a step by step activity focused on defining and developing both the interaction paradigms for ITSME and its interfaces. Technology Thu, 07 Jan 2010 12:00:00 +1000 Guido Parlato Clean Guido Parlato talks about a project to redesign a brand new metaphor for the desktop, from UX Australia 2009 Itsme is an on-going project that aims to design and develop the next generation workstations based on a radically new metaphor called 'Stories and Venues'. This presentation reveals a step by step activity focused on defining and developing both the interaction paradigms for ITSME and its interfaces. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/cargoo-interaction-design http://www.uxaustralia.com.au/conference-2009/audio/jurgen_spangl_cargoo.mp3 User research, prototyping, and interaction design are some of the stock-in-trade of the modern user experience designer. They're applied to the design of digital contexts in hundreds of projects around the world every day. But less common, and perhaps much more interesting, is the application of those techniques to the design of physical products like the Cargoo. Technology Fri, 15 Jan 2010 12:00:00 +1000 Jurgen Spangl Clean Jurgen Spangle talks about the design of a car carrier, from UX Australia 2009 User research, prototyping, and interaction design are some of the stock-in-trade of the modern user experience designer. They're applied to the design of digital contexts in hundreds of projects around the world every day. But less common, and perhaps much more interesting, is the application of those techniques to the design of physical products like the Cargoo. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/flying-high-user-experiences-on-the-qantas-a380 http://www.uxaustralia.com.au/conference-2009/audio/lisa_herrod_qantas_ux.mp3 The Airbus A380 is the flagship aircraft of Qantas. Despite a significant budget being allocated to the design of the in-flight entertainment (IFE) system, it already appears to be outdated and in need of a refresh. Looking to current models of interaction, this presentation discusses the uxd history of the A380 IFE and examines what went wrong and why. Technology Fri, 15 Jan 2010 12:00:00 +1000 Lisa Herrod Clean Lisa Herrod talks about a usability testing project with Qantas, from UX Australia 2009 The Airbus A380 is the flagship aircraft of Qantas. Despite a significant budget being allocated to the design of the in-flight entertainment (IFE) system, it already appears to be outdated and in need of a refresh. Looking to current models of interaction, this presentation discusses the uxd history of the A380 IFE and examines what went wrong and why. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/mobile-user-experiences-twitter-iphone http://www.uxaustralia.com.au/conference-2009/audio/oliver_weidlich_james_hunter_twitter_mobile.mp3 iPhone + Twitter = awesum? Not always sometimes iPhone + Twitter = teh sux. Even though Twitter's API creates a level playing field in the world of iPhone Apps the variety of experiences avialable via iphone applications is seemingly endless. From bare bones read only type functionality to paw friendly touch interfaces for cats. Oliver and James explore twitter on the iphone and mobile user experience design. Technology Fri, 15 Jan 2010 12:00:00 +1000 Oliver Weidlich, James Hunter Clean Oliver and James talk about a research project into twitter and mobile use, from UX Australia 2009 iPhone + Twitter = awesum? Not always sometimes iPhone + Twitter = teh sux. Even though Twitter's API creates a level playing field in the world of iPhone Apps the variety of experiences avialable via iphone applications is seemingly endless. From bare bones read only type functionality to paw friendly touch interfaces for cats. Oliver and James explore twitter on the iphone and mobile user experience design. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/selling-ux http://www.uxaustralia.com.au/conference-2009/audio/daniel_szuc_selling_ux.mp3 We need to sell UX but not all organizations have the same level of interest and receptiveness to UX. Some just don't care. What should we know about an organization that will help us sell UX more effectively? What questions should we ask about organizations, its people and its culture? What can we learn from organizations where UX has become part of the DNA? What factors can increase our chances of promoting UX successfully now and in the future? We will tap into more than 10 years of experience in selling UX and share the successes, pitfalls and failures. Technology Sat, 14 Feb 2009 12:00:00 +1000 Daniel Szuc Clean Daniel Szuc talks about how to sell user experience, from UX Australia 2009 We need to sell UX but not all organizations have the same level of interest and receptiveness to UX. Some just don't care. What should we know about an organization that will help us sell UX more effectively? What questions should we ask about organizations, its people and its culture? What can we learn from organizations where UX has become part of the DNA? What factors can increase our chances of promoting UX successfully now and in the future? We will tap into more than 10 years of experience in selling UX and share the successes, pitfalls and failures. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/designing-for-multitouch-and-multiple-touchpoints http://www.uxaustralia.com.au/conference-2009/audio/shane_morris_multitouch.mp3 In this 'warts and all' case study we'll report on a project to design a multi-touch gestural and tangible user interface for a retail store. How do you design a UI that bridges the physical and the virtual? We will cover the challenges of designing for gestural and tangible users interfaces, including design for 360 degrees and simultaneous control. Technology Sat, 14 Feb 2009 12:00:00 +1000 Shane Morris Clean Shane Morris talks about the challenges of designing a multi-touch interface, from UX Australia 2009 In this warts and all case study we'll report on a project to design a multi-touch gestural and tangible user interface for a retail store. How do you design a UI that bridges the physical and the virtual? We will cover the challenges of designing for gestural and tangible users interfaces, including design for 360 degrees and simultaneous control. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/interaction-design-of-social-media http://www.uxaustralia.com.au/conference-2009/audio/william_evans_social_ixd.mp3 To design an interaction you must commit to writing a narrative of human behavior mediated through time and space. Immersive Social Media sites, because they are built on the collective participation of individuals, can only be effectively guided by means of a researched and learned examination of social psychology. It is the interaction and interface designer's job to understand how social media ecosystems are likely to evolve, given the rich power of Ajax and Flex to creative immersive experiences with users. Technology Sat, 14 Feb 2009 12:00:00 +1000 William Evans Clean William Evans talks about designing social interfaces, from UX Australia 2009 To design an interaction you must commit to writing a narrative of human behavior mediated through time and space. Immersive Social Media sites, because they are built on the collective participation of individuals, can only be effectively guided by means of a researched and learned examination of social psychology. It is the interaction and interface designer's job to understand how social media ecosystems are likely to evolve, given the rich power of Ajax and Flex to creative immersive experiences with users. 00:45:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/what-is-an-experience-strategy http://www.uxaustralia.com.au/conference-2009/steve_baty_experience_strategy.mp3 We often discuss the need to be designing for an experience. And we talk about the importance of experience design - and design generally - playing a strategic role in business decisions. But we're less forthcoming when it comes to discussing what is an experience strategy? Technology Sun, 14 Mar 2010 12:00:00 +1000 Steve Baty Clean Steve Baty talks about designing an experience strategy, from UX Australia 2009 We often discuss the need to be designing for an experience. And we talk about the importance of experience design - and design generally - playing a strategic role in business decisions. But we're less forthcoming when it comes to discussing what is an experience strategy? 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/who-are-the-people-in-your-neighborhood http://www.uxaustralia.com.au/conference-2009/audio/steve_collins_people_neighbourhood.mp3 … Or everything I know about social network personas I learned from Sesame Street Technology Sun, 14 Mar 2010 12:00:00 +1000 Steve Collins Clean Steve Collins discusses social network personas, from UX Australia 2009 … Or everything I know about social network personas I learned from Sesame Street 00:10:00 user experience, conference http://www.uxaustralia.com.au/conference-2009/3-truths-and-a-lie-confessions-of-a-ux-startup http://www.uxaustralia.com.au/conference-2009/audio/sam_ng_3truths.mp3 UX consultants can be great at giving others advice - but how many of us truly live by what we preach? Sam Ng presents 3 truths and a lie about employing UX in building a software as a service company. Technology Sun, 14 Mar 2010 12:00:00 +1000 Sam Ng Clean Sam Ng discusses experiences from his start-up, from UX Australia 2009 UX consultants can be great at giving others advice - but how many of us truly live by what we preach? Sam Ng presents 3 truths and a lie about employing UX in building a software as a service company. 00:10:00 user experience, conference