ProfsoUX 17

#1 Conference

for UX-professionals in Russia

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S A I N T - P E T E R S B U R G

Usable usability – LEAN UX starts here! (Full-day master class)

Date: April 16th (Sunday)
Time: 10:00 — 18:30.
Location: Saint-Petersburg, Medikov 3


  • Master-class is read in English.
  • Master-class is not a part of the main conference program and requires separate registration.

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How do we create “usable” stuff that people will buy and love? What do we do? How can we guide a design team? What do we need to do tomorrow? This world-renowned master class will give you the answers you need! And it’s coming to Saint Petersburg on April, 16! You don’t want to miss it!


You don’t need an advanced degree in Human-Computer Interaction to understand usability. In fact, most usability issues, when you open your eyes to them, are head-slapping “why didn’t I see this before” moments – and the solutions become obvious to everyone. If you follow Eric’s simple model, you’ll be able to make meaningful changes with a minimum of resources. And this is the essence of LEAN – making the most of your time and money while improving the user experience for your customers. Naturally, Eric will also tell you why DWYNTDTGTSD is the most effective process to use if you are truly LEAN.

So what’s Eric’s secret?

Usability builds on three basic E’s – Ease, Elegance, and Empathy. This full-day master class will show you a simple, alternative way to cut the usability cake – a method for evaluating and improving products and services that has proven successful with clients, business students, and even seasoned usability professionals. What’s more, it includes a hands-on way for individuals within a large organization to carry out guerilla-style usability hacks that can be used to show the value of usability to the people in charge of the budgets.

Here’s a quick rundown of the topics Eric will be covering:

Ease of use – the product does what I want it to do. This deals with physical properties. Hence, the interactive elements should be:

  • Functional (the buttons work, the speed is acceptable)
  • Responsive (the application reacts to your input, the application provides cognitive feedback)
  • Ergonomic (Fitt’s Law, keyboard shortcuts, field tabbing, etc.)
  • Convenient (content and interactive objects are there where I need them and elements that are needed simultaneously are visible simultaneously)
  • Foolproof (less risk of error through RAF – Remind, Alert, Force. Less reliance on instructions)

Elegance and clarity – the product does what I expect it to do. This deals with psychological properties. Hence, interactive elements should be:

  • Visible (controls that can’t be seen don’t exist. Cut down the visual noise. Think feng shui)
  • Understandable (clear and concise, no unexplained icons, colors and physical groupings for related functions and to improve scent)
  • Logical (don’t make me think, build sensible flows)
  • Consistent (always the same name for the same function, no reuse of icons for different functions, no behavioral changes as objects open or close)
  • Predictable (functions and navigation always in same place, elements don’t suddenly change behavior)

Empathy – understanding and addressing the needs of the users. After all, you can’t practice user-centered or user-driven design if you don’t care about these folks. Discussion of how innovation can be used in an empathetic and profitable way by designers.

Why should I attend?

If you’re on a project team – as a designer, engineer, developer, or project manager, you’ll come away with a simple roadmap that will show you what you need to do to your make stuff even better. If you’re an entrepreneur, you’ll discover how to make sure your great idea becomes a great product. And if you’re an executive, you’ll be able to guide your company to greater profits. Are you a student? Eric will help you become a disruptive innovator! Still not convinced? Read on!

How do I sell this to my boss?

First of all, the price is right! Eric’s workshops and master classes usually sell out at EUR 800 a ticket! Here, you’re getting a full day with him and a brilliant opportunity to interact and ask questions. And in terms of the concrete take-aways, you can’t beat these:

  • the knowledge needed to make you an even more valuable member of your team
  • quick-and-dirty tips and tricks from one of the world’s leading usability gurus
  • an introduction to a new way of thinking about usability and user experience that helps companies avoid costly miscalculations and “blue-sky” thinking
  • a precise, 10-step roadmap for what your company needs to do NOW if they want to succeed.

What others are saying about Eric’s methods

“I stopped reading because I was tempted to steal stuff for my next book!”

Steve Krug, author of Don’t Make Me Think

“A new look at the fundamental principles behind what makes stuff usable from Wise Reiss. And practical advice about how to go about it.”

Susan M. Weinschenk, Ph.D., author of 100 Things Every Designer Needs To Know About People and Neuro Web Design

“Today, good usability isn’t just a “nice to have” – it’s a business imperative. Eric explains exactly what you need to do to improve your products, your services – and your bottom line!

Michael Seifert, CEO, Sitecore Corporation

About Eric’s best-selling book

This master class is based on Eric Reiss’ best-selling book, Usable Usability (John Wiley & Sons, New York) – now available in four languages! In addition to public-access events on four continents for project managers, designers, and engineers, the master class has been successfully held at private events for leading companies around the world, including:

  • Google, San Francisco and Seattle, USA
  • Deutsche Telekom, Frankfurt, Germany
  • Rockwool BuildDesk, Copenhagen, Denmark
  • Webpals, Tel Aviv, Israel
  • Danish Ministry of Labour, Copenhagen, Denmark
  • Siemens, Brasov, Romania
  • International Labour Organisation, Geneva, Switzerland
  • José Marti School of Journalism, University of Havana, Havana, Cuba
  • Yahoo! CitiAps Lab, University of Santiago, Santiago, Chile

Your name may be in this list, don’t miss an opportunity!

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Eric Reiss

Eric Reiss

Eric Reiss is an American business and Information architecture theorist, consultant and author, known for his work in the field of information architecture. In 2010, he was named in a blog as “One of the Top 10 European Content Strategists to Watch”.