4 days of professional UX workouts, practical tools and active networking, with seven internationally recognized speakers

14-17 December, 2014
Ramat Gan, Israel

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15 December, 2014

Seven internationally acclaimed speakers and awesome networking.
Sparks of creativity guaranteed!

Jeffrey Zeldman
Denise Jacobs
Josh Clark
+ Chris Risdon, Liza Kindred, Gerry McGovern and Sebastian Deterding
Live Broadcast + Recordings:
Watch the conference day live or recorded, from anywhere in the world! Learn more



Conference Day

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  • Registration

  • Mind the Gap: Designing the Space Between Devices

    There's untapped magic in the gaps between gadgets. Multi-screen design is a preoccupying problem as we try to fit our content into many different screens. But as devices multiply, the new opportunity is less about designing individual screens but designing interactions BETWEEN them—often without using a screen at all. Learn to create web and app experiences that share control among multiple devices, designing not only for screens but for sensors. The technology is already here in our pockets, handbags, and living rooms. Learn how to use it right now.

  • Orchestrating Touchpoints

    As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service.

    Whether it’s an expanding digital product ecosystem, a cross-channel retail experience, or a complex, intangible service experience -- how do we design experiences that unfold over time and through changing contexts? How do we ramp up new cross-functional teams that don't have a shared sense of process or methodology? But the mandate is there, design a holistic experience seamlessly spanning the whole customer journey. How do you design this journey? One where each moment your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing?

    In this talk, I'll focus on the power and peril of the touchpoint—where customers connect with your product or service. I'll discuss how to orchestrate these moments across increasingly complex journeys.

  • Coffee Break

  • Top Tasks: Making it Easier to Prioritize

    In an age of increasing complexity, prioritizing will be a key skill. It’s easy to add a feature or content, much harder to take away, or to never add at all. How do you identify what your customers really care about, and then be able to defend your decisions to your team and to management? Gerry McGovern has developed a method called Top Tasks Management to do just that. It’s used by organizations such as Cisco, Microsoft, Lenovo, Google, and the European Commission.

  • WTF Wearables?!

    Everyone loves to use the phrase wearable tech–and to talk about how many billions there are to be made–but if wearables are so great, why do they all suck? Author and fashion tech strategist Liza Kindred takes a look at the missteps so far and proposes a new way that finally goes beyond strapping a screen on your wrist–or throwing a sensor in a bracelet. Explore an eye-opening set of design principles and opportunities that go beyond novelty or technology for technology's sake. Learn how to create real insight, joy, and utility with this most personal of technologies—for broadcast, interaction, privacy, tracking, and more. Find out why it's important to think beyond screens and to consider the crucial roles of fashion, utility, fun, and sustainability in your product concept.

    The landscape is fractured, the technology is burgeoning, & the real adoption is just getting started. Liza shares a corrective vision for how to make the most of the amazing opportunity—instead of creating more glassholes.

    Questions answered:

    • What values and design principles are crucial when designing wearables?
    • How can we go about building devices that people will want to use—and keep using after their initial novelty wears off?
    • How have we ended up with so many wearables that are, well, unwearable?
    • What are the opportunities when we expand the idea of "wearable technology" beyond screens?
    • I know about all these bracelets, smart watches, and fitness trackers–but what else is out there, and what's actually working?
  • Lunch Break

  • Understanding Web Design

    When the institutions we have appointed to judge our best work do not understand the nature or value of that work, then our clients, bosses, and coworkers won’t understand it either. And their lack of understanding can put crippling limits on your professional happiness, your long-term career, and the success of your next project. It is hard enough to achieve good design when every stakeholder on your team understands it. But when half the people on your team, possibly including some key “creatives,” don’t know what you do or why you do it, it becomes impossible to deliver good design—design that delights, that achieves business goals and user goals, that creates communities, and that gives people capabilities they didn’t even know they wanted.

    Discover how to find the essence of our profession, and learn to become the ambassador for web design that our work and your career deserve.

  • Coffee Break

  • The Creativity (R)Evolution

    We are incessantly, almost compulsively drawn to gatherings of intelligent, creative people. While we are looking to learn ways to change our professional and personal lives for the better, on a deeper level, we're compelled because we crave profound change and the inspiration to instigate a revolution. There's a movement brewing built upon leveraging the transformative power of creativity to help us work and create better so that we can produce work infused with meaning. Discover how by being your brilliance, instilling tiny habits to cultivate your creative spark, and finally, fomenting creative collaboration based on the tenets of improv and open spaces, you can take the spark of Creativity (R)Evolution and use it as the impetus to push you, your teams, and your companies to create Betterness.

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Mapping Experiences

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Chris Risdon
Chris Risdon Design Director, Adaptive Path
With an MFA from the Savannah College of Art and Design, Chris has taught design at both NYU and Austin Community College. Having worked in digital media since 1996, Chris sees himself as a multidisciplinary designer specialising in digital products and services... more

About the Workshop

As services become more interconnected across channels and devices—and more importantly across time and space—it’s becoming increasingly important to find ways to gain insight about customers’ interactions with your product or service. We’ll focus on the power and peril of the touchpoint—where customers connect with your product or service, and we’ll show how to map the customer journey across touchpoints and channels. We’ll explore how every occasion where your organization touches or connects with a person’s life is appropriate, relevant, meaningful, and endearing.

Learn how to examine the full view of your users’ journey and draw a blueprint of those interactions at this full day workshop. Learn the characteristics of touchpoints so you can define them for your organization.


Diving into experience mapping

  • The value of experience mapping in experience strategy and design
  • The context, people, and systems involved in experience mapping
  • Methods for conducting research on your users’ journeys

Mapping with your team

  • Techniques for involving your organization in mapping activities
  • Ways to layer data to tell an engaging story about your users’ journeys
  • The stages, emotions, and channels that affect the quality of a journey

Creating a narrative

  • The importance of storytelling in experience mapping
  • Ways to visually represent user data with richness, depth, and detail

Using maps as a catalyst

  • How to use experience maps as a tool to identify and visualize opportunities for better serving customers
  • Methods to prioritize opportunities for optimization and innovation


Workshop Takeaways

  • Get everyone involved in identifying touchpoints
  • Visually describe what the user’s journey looks like
  • Tell stories and craft narratives from the user’s point of view
  • Use mapping as a catalyst to discuss organizational goals
  • Orient teams around a shared understanding of the journey
  • Expand on scenarios, personas, and mental models
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Get Unblocked

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Denise Jacobs
Denise Jacobs Founder + Chief Creativity Evangelist, The Creative Dose
Denise Jacobs is a Speaker + Author who teaches techniques to make the creative process more fluid, methods for making work environments more conducive to creative productivity, and practices for sparking innovation. She is the Founder + Chief Creativity Evangelist of The Creative Dose, a creativity + innovation collective. She is the author of The CSS Detective Guide, and co-authored the Smashing Book #3 1/3 and Interact with Web Standards. Denise is the Chief Unicorn of Rawk The Web, and the Head Instigator of The Creativity (R)Evolution. more

About the Workshop

As creative professionals, we are called upon to produce and deliver original strategies and solutions to make our companies or clients stand out in the crowd, requiring a high level of creative thinking and generation of innovative ideas. But sometimes constantly having to be “on” creatively can be mentally taxing. Furthermore, standard working conditions often can extinguish our creative fire, making it tough to come up with fresh ideas precisely when we need them most. What is needed is a way to work better so that we can create more.

Through exploring various concepts and approaches, including the neuroscience of creativity, productivity techniques, and emerging practices that spur innovation, we’ll discover not only the ways in which our brains work best, but also what’s behind the times when we feel on fire with creativity and when we don’t. We’ll translate this information into processes and techniques for dramatically enhanced creative productivity. Beware: this workshop challenges the standard norms around concentration, focus, productivity, and may change how you work…for the better.

Topics include:

  • The six step process to unfold the brain in order to work better and create more
  • Recognizing and expanding idea generating and capturing styles
  • Methods for getting the brain into the state where one accesses creative ideas and ideates best
  • Leveraging the relationship between collaboration and playing games to foment creative inspiration
  • Achieving flow states for optimum creative productivity
  • Eliminating the biggest blocks and inhibitors of creativity
  • Tools for gathering sources of inspiration that kick-start the creative process
  • Applying Design Thinking approaches to getting to finished products faster

Workshop Takeaways

  • Challenge and replace standard approaches to work in order to be more creative and innovative
  • Manage time and eliminate distractions to achieve optimal creative productivity
  • Transmute negative stress into eustress to inspire and spur creativity
  • Structure time and workspaces to be more productive
  • Generate creative ideas when most needed
  • Develop and/or regain creative confidence as well as feeling reengaged with work and other creative projects
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Fun on First Click: Convert Visitors into Passionate (Paying) Customers with Onboarding

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Sebastian Deterding
Sebastian Deterding Designer and Researcher
Sebastian Deterding is a designer and researcher working on playful and engaging design. He is an assistant professor at the Playable Innovative Technologies Lab at Northeastern University, Boston, MA.

About the Workshop

What's true for people also holds for websites, apps, and services: you never get a second chance to make a first impression. The first few clicks determine what impression your user's forms of your company. And no matter how intuitive or easy to use, your nifty new thingTM has to introduce itself and teach your users how to use it. The slightest friction or frustration, and they leave for the next "free trial" competitor, never to be seen again. This is especially true for freemium online and social games, where the only reason to stay is that users have fun from the first click.

This workshop will give you insight into design principles and patterns for successful onboarding gleaned from games and apps.

Workshop Takeaways

  • Identifying the steps of the onboarding journey for your product, from first contact to paying customer
  • Translating product features into a claim that convinces users why they should try you
  • Minimizing "time to WOW"
  • How to let your users see, experience, and understand your product in a breeze
  • About testimonials, trust indicators, social proof – and other ways to persuade 
  • Designing killer tutorials and tool tips
  • Turning one-time visitors into regulars and passionate brand advocates
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Top-Task Analysis: How to Identify and Measure Customers’ Top Tasks

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Gerry McGovern
Gerry McGovern Founder and CEO, Customer Carewords
Gerry helps large organizations become more customer centric on the Web. His clients include Microsoft, Cisco, Google, VMware, IBM, Atlas Copco and Tetra Pak. He has consulted with the European Commission, the US, UK, Canadian, Norwegian and Irish governments. He is the founder and CEO of Customer Carewords, a company that has developed a set of tools and methods to help large organizations identify and optimize their customers’ top online tasks. more

About the Workshop

Focus. This workshop is about giving you the tools of focus on what customers really want online. Top Tasks Identification is a method that clearly identifies the top tasks of your customers AND the tiny tasks. It is a method of organizational engagement that brings all relevant stakeholders along with a consensual process that firstly answers these questions:
What is the task universe of the customers? What are all the important things they want to do?

Creating this task list alone can be invaluable for building bridges within your organization, and getting everyone on the same page. Gerry and his team have done over 400 of these task lists. He’ll show you how to do it right. He’ll give you hands-on experience in developing a list.

Once the list is ready, it’s time for the customer to vote using a genuinely unique polling method. When you first see it you simply won’t believe that it can work. But it does. It is designed to create a league table of up to 100 tasks, clearly and unequivocally showing the top tasks and the tiny tasks. For example, in a typical vote the top task might get a vote of 2,500, the last tiny task might have a vote of 4. The data is that clear, that compelling.

Are the tiny tasks making your life—and the life of your customers—miserable? All these requests from all these stakeholders who want this and that feature, who want their content prioritized. Is much of your week spent dealing with tiny tasks when you know you should be improving the top tasks of your customers? This workshop will help you defend against the tiny tasks.

The second part of the workshop is the Task Performance Indicator which measures the performance of your customers’ top tasks. Borrowing from usability and time-and-motion study disciplines, this is a remote-based testing method that measures:

  • Success rate: How many customers are actually able to complete top tasks?
  • Disaster rate: How many customers think they’ve completed the task correctly but have in fact left with the wrong answer?
  • Completion time: How long does it take customers to complete top tasks on your website?

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
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Designing for Touch... and Beyond

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Josh Clark
Josh Clark Principal, Global Moxie
Josh Clark is a designer specializing in multi-device design, strategy, and user experience. He's author of four books, including "Tapworthy: Designing Great iPhone Apps" (O'Reilly, 2010) and the forthcoming "Designing for Touch" (A Book Apart, 2015). Josh's agency Global Moxie offers design services, strategic consulting, and training to help creative organizations build exceptional interfaces for apps, websites and connected devices. His clients include AOL, Time Inc, eBay, O'Reilly Media, and many others. more

About the Workshop

Touchscreens are everywhere now, even the desktop, and this workshop tells you what you need to know to make the most of them. Fingers and thumbs turn desktop design conventions on their head, with the ergonomics of handheld devices demanding entirely new design patterns for both web and apps. Handheld touchscreen design introduces ergonomic concerns that are new to many digital designers; it's no longer just how your pixels look but also how they feel. At the same time, touch gestures have the opportunity to sweep away buttons, menus and windows from mobile devices, but gesture design takes care and education. Find out how to do it the right way.

This workshop takes a hands-on approach to touchscreen design with practical guidelines, rich examples, exercises, and a bunch of new rules that bust the "settled" conventions of the desktop. And you're not done there; touchscreen devices come loaded with all kinds of other sensors, opening the door to new-to-the-world interactions that push interfaces offscreen and into the environment around us.

Workshop Takeaways

  • Layout and sizing guidelines for touchscreens on phones and tablets…and desktop, too 
  • Emerging gesture conventions and design patterns for both apps and web 
  • How to make gestures discoverable by educating users with contextual cues  
  • Techniques for making touch interactions fast and efficient  
  • How to cope with the reduced real estate left in the wake of giant touch targets  
  • When the best touch UI is no touch at all; how to use sensors to speed or replace touch input 
  • Opportunities to push frontiers with entirely new interactions through touch

How to Get There

Navigate with Waze

Discounted parking at the Leonardo City Tower parking lot, see instructions below.
  1. Drive to 14 Zisman Shalom St., Ramat Gan.
    Navigate with Waze or with Google Maps.
  2. Enter the "Leonardo City Tower" parking lot and park. To receive the discount, make sure you take the parking slip with you.
  3. Take the elevator to the M1 floor.
image description

Hadar City Tower is located right in the Diamond Bourse District and across the bridge from the "Savidor Merkaz" train station. There are many buses servicing the area. Bus lines include:

Savidor Train Station: 1, 5, 10, 18, 29, 59, 100 (many more)

Diamond Bourse District: 10, 11, 18, 45, 58, 61, 65 (many more)

Once you arrive at the building, take the elevator to the M1 floor.

Find more at the Israeli Bus website.

cc by Johnk85
image description
  1. Get off at “Tel Aviv Savidor Merkaz” station
  2. Take the bridge toward Ramat Gan (east)
  3. Turn left as you get off the bridge and you will arrive at the City Tower building.
  4. Once you arrive at the building, take the elevator to the M1 floor.
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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