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The event is now over, but you can still see the 4 inspiring and insightful talks by Jeroen Van Geel, Nir Eyal, Sebastian Deterding and Jeremy Keith. Read more about these great talks.

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To the 464 participants who made UXI Studio happen - thanks for joining our event! See you all in the next UXI Studio, January 2015.

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Keynote Cocktail

An evening of pure experience, with four internationally acclaimed speakers, free drinks, tapas and networking.
  • Registration

  • Aristotle’s Storytelling Framework for the Web

    Jeroen Van Geel

    Storytelling is a very powerful way of bringing a message across. When done right it’s a way of engaging the audience and guiding them into the world you create. And it’s this powerful thing that’s been used in the creation of books, movies, music and theatre. But now it’s time to turn this knowledge into something we as designers can use to create engaging websites and -applications.

    In this talk I want to step-by-step take people through a framework I created (using Aristotle’s view on Greek tragedy as it’s core) that will help us as designers to create a website that tells the best story and engages in the correct way with it’s users. The core message is that you need to build up a story in the right way in order to create more solid websites and to enable a real understanding of what’s the core of the product your design. (e.g. when you have a good understanding of the plot & character you are able to apply many different themes)

  • What it Takes to Make it in Consumer Web

    Nir Eyal
    Nir Eyal will keynote on cracking the code for success in the illusive consumer web industry.
  • Beer break :-)

  • Designing the Good Life

    Sebastian Deterding

    "You cannot not communicate," psychologist and philosopher Paul Watzlawick one famously said. Similarly, whatever we create as user experience designers influences others - beyond persuasive technology or design for behavior change, even if we don't intend it. And as software is eating the world, the domain of our responsibility is rapidly becoming all-encompassing. Layer by layer, question by question, this talk invites us to reflect on the moral dimensions of our work, from its intentions and effects to your vision of how one ought to live.

  • This is for Everyone

    Jeremy Keith

    Making websites used to be a relatively simple affair: just learn some HTML and away you go. These days it seems like there are new tools, libraries, frameworks and languages bombarding us every day. There's a danger that this rising barrier to entry might be at odds with the fundamentally open and democratic nature of the web.

    The web has democratised publishing, allowing anyone to share ideas with a global audience. But if the means of web production shift to a powerful elite, then who will take care of our cultural legacy? Websites and documents are disappearing down the digital memory hole every day. But we can change that.


Scrum & UX: Creating Products with a Great UX in an Agile Way

Jeroen Van Geel
Jeroen Van Geel Creative Director and Partner, Oak & Morrow

Jeroen van Geel is the interaction director and partner at the brand new strategic design studio Oak & Morrow. He has many years of experience in the field as an interaction designer, strategist and agile scrum master.


Jeroen is an international speaker and writer on the field of interaction design and has a great interest in the world of product personality. He has pushed forward many design projects, ranging from the award winning products and services for Dutch public transport authority 9292 to the innovative automated border control systems at Schiphol Airport.

His goal is to return a bit of wonder into the world, even if it is just for himself.

About the Workshop

Scrum is an agile method that can really help you work more iterative. It gives you good control of the process and helps chunk down huge projects into manageable proportions. But one of the frustrations a lot of UX people have is that they have the feeling that there is no time to add value during sprints. There seems to be no time for usability testing and exploring possible design solutions are killed to save time and finish new features. Often agile methods are seen as ways for developers to get things done and that there is a misfit for UX. This is untrue, scrum can be perfectly combined with the UX methodology.

Workshop Takeaways

  • How scrum and UX can be integrated into one
  • What the role of a UX designer in a scrum team is
  • How to get results in 2-week sprints
  • How to cope with a team of both designers and developers that work at a different speed
  • How to test the results with users while sprinting
  • How to create good user stories, influence the process and work in a real agile way to a good end result

Hooked: How to Design Habit-Forming Technology

Nir Eyal
Nir Eyal Writer, Consultant and Entrepreneur

Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir founded and sold two companies since 2003 and has taught the "Using Neuroscience to Influence Human Behavior" course as a Lecturer at the Stanford Graduate School of Business. Nir is also an advisor to several Bay Area start-ups and incubators.


Nir’s last company received venture funding from Kleiner Perkins Caufield & Byers and was acquired in 2011. In addition to blogging at NirAndFar.com, Nir is a contributing writer for Forbes, TechCrunch, Business Insider, and Psychology Today.

About the Workshop

In an age of ever-increasing distractions, quickly creating customer habits is an important characteristic of successful products. How do companies create products people use every day? What are the secrets of building services customers love? How can designers create products compelling enough to "hook" users?

Nir Eyal, a two-time Silicon Valley entrepreneur and regular contributor to TechCrunch, Forbes, and Psychology Today, has constructed a framework for designing habit-forming products called "the Hook Model." The framework gives product designers a new way for thinking of the necessary components of creating user behavior. Nir will share the tactics companies like Facebook, Pinterest, and Twitter use to drive engagement.

Habit design is a super power. If used for good, habit design can enhance people’s lives with entertaining and even healthful routines. If used for evil, habits can quickly turn into wasteful addictions.
Companies need to know how to harness the power of hooks to improve peoples’ lives. This workshop will provide attendees with a powerful toolkit and framework for creating better products and likely change the way they see the world.

Workshop Takeaways

  • The common design patterns of habit-forming products
  • The stages of habit formation and how to optimize for user retention
  • An in-depth look at the psychology behind what drives user behavior and how to build products to cater to core human needs.
  • Practical steps for leading a habit design process to ensure your product is used regularly

Responsive UX

Jeremy Keith
Jeremy Keith Blogger and Author

Jeremy Keith is an internationally renowned blogger and author, having written 3 best selling books on Ajax, DOM scripting and HTML5 respectively. He’s also considered one of the UK’s leading experts in responsive design.

A prolific speaker, it feels as though Jeremy is on the road about half of the year, speaking on average at around 20 conferences and events during that time. If that’s not enough, Jeremy currently curates our dConstruct conference, founded the first Science Hack Day and organised the Brighton SF gathering as part of the Brighton Digital Festival. When not hacking on technology, reading speculative fiction or enjoying food, Jeremy can be found tweeting about a whole range of things including whether he’s currently eating toast.


Jeremy Keith lives in Brighton, England where he makes websites with the splendid design agency Clearleft. You may know him from such books as DOM Scripting: JavaScript’s New Hope, Bulletproof Ajax: The Browser Strikes Back, and HTML5 For Web Designers: Return Of The Standards. He’s the curator of the dConstruct conference as well as Brighton SF, and he organised the world’s first Science Hack Day. He also made the website Huffduffer to allow people to make podcasts of found sounds—it’s like Instapaper for audio files.

Hailing from Erin’s green shores, Jeremy maintains his link to Irish traditional music running the community site The Session. He also indulges a darker side of his bouzouki-playing in the band Salter Cane. Jeremy spends most of his time goofing off on the internet, documenting his time-wasting on adactio.com, where he has been writing for over ten years.

About the Workshop

Responsive design is a game-changer. It has already changed the way that front-end development is practiced. But it has equally earth-shifting implications for information architecture and interaction design.
When we design and sketch, it’s all too easy to fall into familiar patterns that assume a certain amount of screen real-estate or device capability. It’s time that the principle of progressive enhancement be brought to bear on the world of UX design.

Perhaps most importantly, responsive design highlights the need for designers and developers to collaborate more closely. This workshop will highlight the practices and processes that result in a cohesive approach to building responsive websites.
The workshop will help cross-disciplinary teams, particularly those looking to tackle large scale responsive redesigns or new builds.

Workshop Takeaways

  • Why responsive design is way more than an approach to development
  • How to create the right culture for truly responsive products to emerge and then thrive
  • Group facilitation techniques that help foster shared vision and goals in unfamiliar environments
  • Why ‘deliverables’ won’t work and how prototyping can save you

Gameful Design: Creating Passionate Users

Sebastian Deterding
Sebastian Deterding Designer and Researcher

Sebastian Deterding is a designer and researcher working on playful and gameful design. He is currently a Visiting Assistant Professor at the RIT Laboratory for Media, Arts, Games, Interaction and Creativity (MAGIC) at the Rochester Institute of Technology, Rochester, NY, and affiliated researcher at the Hans Bredow Institute for Media Research in Hamburg, Germany.

As an independent designer, he has been working for clients such as the BBC, BMW, Greenpeace, Otto Group, Xing, or Tribal DDB, as well as several startups, and has been invited to speak and keynote at venues like Lift, Interaction, GDC Online, Games Learning Society, Web Directions, Playful, Google, IDEO, and Microsoft Research, and has been featured on TED.

His work on gameful design has been covered by The Guardian, The New Scientist, the Los Angeles Times and EDGE Magazine among others. He is co-editor with Steffen P. Walz of "The Gameful World" (MIT Press, forthcoming). He lives online at codingconduct.cc.

About the Workshop

"Gamification" is: hot, hyped, oversold, misunderstood, unavoidable, a buzzword, a question mark, a quick fix, a huge unfulfilled potential. In the past three years, the notion of infusing digital products and services with game elements to make them more engaging has been stirring up the digital industries. Multiple vendors have sprung up that sell gamification as a software service, and ‘gamification gurus’ are beginning to litter the online airwaves like ‘social media experts’ in years before.

Beyond the noise and the hype, gamification answers to a deeper shift in markets: Today, what sets great products and services apart are not more features, lower prices, or better usability: It is their ability to motivate and delight users — not with cheap one-off tricks, but sustainably. And no other medium does that better than video games.

In this one-day workshop, we will work through the application of game design to a real-world problem, getting hands-on experience in all steps.

Workshop Takeaways

  • What makes games engaging, and drives passionate users – and how to identify the core motivations of your user groups 
  • How to map the central engagement loops of your product or service, based on your business goals and user needs
  • How to generate playful and gameful idea – and how to rapidly prototype and playtest them 
  • How to design fun and engaging goals, interactions, rules, and feedback in any part of your product and service


Totseret HaAretz
Urban Space for Events
13 Totseret HaAretz St.,
Tel Aviv
+972-3-5351400 http://www.tozerethaaretz.co.il/Hebrew only

How to Get There

FREE parking at Tel Aviv Towers, see instructions below.
  1. Head towards the center of Tel Aviv on “Ayalon” highway (highway 20)
  2. Take exit HaShalom Interchange towards east*
  3. Turn right onto Yigal Alon (after 9 AM turn left)
  4. Make a U turn at the next turn
  5. Drive straight on Yigal Alon
  6. Turn right on Tozeret Ha'Aretz
  7. Park in the adjacent "Tel Aviv Towers" parking lot. Park near the Totseret Haaretz elevator.
* After 9AM turn left onto Yigal Alon and skip steps 3-5
image description

Totseret HaAretz is located near one of the busiest areas in Tel Aviv, and many bus lines arrive here. Bus lines include:

  • 16
  • 23
  • 56
  • 521
  • 599

Find more at the Israeli Bus website.

cc by Johnk85
image description
  1. Get off at “Tel Aviv HaShalom” station
  2. Walk 100 meters east
  3. Turn left on “Yigal Alon” - 156 meters
  4. Turn right on “Totseret HaAretz” – 339 meters
Find a Train
cc by Golf Bravo

Staying in Tel Aviv

For those of you arriving to Israel for this event, we have arranged for a great price on a place to Stay.

If you are looking for some hangout options, check out our team's choice of things to do.

Staying in TLV

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