We’ve got an exciting line up for you this year - stimulating presentations, practical workshops, and plenty of time to kick back and mingle with like-minded digital enthusiasts!

Registration Coffee

45 Min 09:00 - 09:45

Welcome to #UXB2018

15 Min 09:45 - 10:00

Jimmy Elias

The Liminal Space between Meaning and Emotion: A Design Thinking Talk

Designing for humans necessitates, today more than ever, that we contextualise the Design Thinking stages and process. How are meaning and emotion integrated in designing a digital experience and what components do they illustrate? A talk about relationships, associations and contexts, and how they all affect meaning construction in a felt-experience.

  • 45 min 10:00 - 10:45
  • Talk

Petar Stojanov

Failure and Success in a world we can't predict: The Science of Innovation

How the pace of global change is accelerating through compelling case studies, to the point that the world has simply become unpredictable. Disruptions are coming from different places and from people with no subject matter expertise in the spaces they are disrupting (founder of AirBnB is a graphic designer, the founder of Uber is a Computer Scientist...). The main focus of the talk is revealing the "Smart Failure" methodology, a method of problem-solving based on combining the logic of the Scientific Method with empathic Human-centred design.

  • 45 min 10:50 - 11:35
  • Talk


25 Min 11:35 - 12:00

Joumana Mattar

University of the Future: new needs, new services

How can service design enable a shift in perspective? Is it limited to the consumer world or can academia benefit as well? Joumana shares her experience in putting the user at the center of the process and creating a service vision that empowers both the student and the university to engage in new narratives. Using UOC (Universitat Oberta de Catalunya) as a case study, we explore how insights are gathered, a service vision is shaped, and use-cases are co- created in order to proactively design the future student experience.

  • 45 min 12:00 - 12:45
  • Talk

Wael Morcos

Design & Story Telling

Wael will showcase several projects detailing how story telling unfolds through planning a narrative arc, conveying personality and sharing emotions and creating participatory experiences online and IRL. By examining links between storytelling and graphic design he will discuss work spanning editorial, exhibition and website design.

  • 40 min 12:50 - 13:30
  • Talk


1 Hour 13:30 - 14:30

Ramsi Bedeir

Design at Scale: Transforming IBM

We believe that every established company is trying to answer the following question in this time of rapid change: How do we transform companies at a global scale when they don’t have the practice of design (or innovation) at their core? To answer this, we will use IBM as an example, and share with the audience how we are transforming IBM by creating a sustainable culture of design and design thinking through people, places, and practices. We want to showcase how design, designers, and the radically collaborative approach of IBM Design Thinking can change the way companies work.

  • 30 min 14:30 - 15:00
  • Talk

Elie Khoury

Designing User journeys

How do forward-thinking and product-first companies approach data to design cohesive end- to-end customer journeys? In most companies today, individual departments are limited to siloed data and are unable to experience the full customer journey as customers do. How should we approach data to enable departments to achieve the holy grail of UX – a cohesive end-to-end experience?

  • 45 min 15:05 - 15:50
  • Talk


20 Min 15:50 - 16:10

Krystel Kouyoumji

Designers' survival guide to working in agile teams

Working in an agile way is not a walk in the park, if anything it's a surefire way to test those work friendships you're worked hard at developing. How does design plug in to the agile workflow, how do we make sure we test, iterate, learn, and grow the product while feeding the development cycle.

  • 45 min 16:10 - 16:55
  • Talk

Georges Abi Aad

Cross-channel UX for customer acquisition

Tying marketing activities with sales results is a difficult exercise. This talk will show you how to align your objectives across departments and to use the right marketing ploy in coordination with sales interactions. All of this, based of A/B testing and performance optimization.

  • 35 min 17:00 - 17:35
  • Talk

Opening Network Reception

3 Hour 18:00 - 21:00

Registration Coffee

30 Min 09:00 - 09:30

Bijan Ghorbani

Storytelling: the root of impactful communication

Storytelling allows you to influence people beyond data and facts, which are important and necessary, but sometimes are not enough. During this masterclass we will deep dive in the 3 components of great business communication in order to increase your impact: the Audience, the Speaker, and the Story. We hear the word impact everyday, so in this context it means driving action in your audience through persuasive speaking and compelling presentations. Come if you want to increase your impact when delivering presentations, making them interesting, insightful, and inspiring. Master storytelling skills and become a great speaker.

  • 3 HOURS 09:30 - 12:30
  • Talk


55 Min 13:05 - 14:00

Salman Amir Hassan El Amine

IBM Design Thinking Principles

IBM Design Thinking is our approach to applying design thinking at the speed and scale the modern enterprise demands. It’s a framework for teaming and action. It helps our teams not only form intent, but deliver outcomes— outcomes that advance the state of the art and improve the lives of the people they serve. At IBM, we define design as the intent behind an outcome. We use design thinking to form intent by developing understanding and empathy for our users.

  • 2.5 Hour 16:00 - END

Filipa José Costa da Silva

The Role of Research in a "Minimum Lovable Service"

In a connected, fast pace world where customers are constantly living new experiences that raise their expectations, the concept of "Minimum Lovable Service" has come to replace the well known "Minimum Viable Product". The aim of this workshop is to explore the role of research in designing "Minimum Lovable Services" to enhance user experience and ensure business success. Using qualitative and quantitative research methodologies we will focus on three key moments (definition, testing and release) experimenting different tools that you can take back and implement internally.

  • 1 Hour 16:00 - END

Masha Zvereva

UX Your Life

Interactive workshop, demonstrating how UX principles can be applied to your own life. We always think about the user, but what about ourselves? How can we optimise our lives to solve our problems and prioritise our own happiness. This workshop will combine reflection, brainstorm and group work to come to a solution and a prototype.

  • 1 Hour 16:00 - END

Rami Farran Rana Haddad

Designing Accessible Experiences

In this workshop, we jump across the boundaries and live the different user experiences through accessible designs. Participants will learn about the challenges faced by people with different abilities, and work on evaluating and retrofitting inaccessible design to create a pleasant and useful experience for everyone.

  • 90 Min 16:00 - END

Wael Morcos

Arabic Lettering Workshop

Inspired by video games interfaces from the 1970–1990, participants will create their own lettering pieces marrying the Arabic script with 8-bit pixel grids.

  • 1 Hour 16:00 - END

Loubna Ibrahim

Design Thinking for Mobile Apps

A hand-ons workshop that tackles the process of idea generation and feature testing for mobile apps that includes the fundamentals of UX, understanding users, developing a product goal, generating a product concept and fundamentals of paper prototyping & testing.

  • 1 Hour 16:00 - END

Farrah Berrou

Retail of the (Near) Future.

How to create a consistent online/offline customer experience to market the product for that particular target.

  • 1 Hour 16:00 - END

The go-to conference

Last year, we had a waiting list of over 100 people.

To make sure you don’t miss the most exciting UX event in the Middle East, register for tickets now.