UX design and usability conference

5-7 June 2013 in Sofia, Bulgaria, Holiday Inn Sofia Hotel

June 5, 6th - Four interactive workshops
June 7th - Seminar: presentations and panel discussion
June 8-9th - An optional 2-day tour around Bulgaria



  • JUNE 7


    Four ways the Bulgarian UX community can turn historic adversity into business advantage

    Eric Reiss, Partner at FatDUX Group

    Eric Reiss is CEO of the Copenhagen-based FatDUX Group, which designs interactive experiences, both online and off. The company maintains offices throughout Europe and North America.

    Bulgaria has always found herself at historic crossroads - for centuries, caught between the Romans and the Byzantines, the Russians and the Ottomans. Yet, from Paissii to Levsky to Botev to Vazov and Yovkov, intellectual creativity has always helped Bulgaria surmount adversity and maintain both a unique perspective and build national identity. Today, Bulgaria is poised to show the world how new technologies can be used in innovative and beneficial ways - if she can avoid the mistakes that are being made throughout Western Europe and North America. I'd like to share four observations that I hope will make your country and your community stronger and more successful by turning historic adversity into a business advantage.

  • JUNE 7

    Birgit Geiberger

    Communicating in Style

    Birgit is a freelance Creative Director UX.

    She is enthusiastic about creating harmony between functionality and aesthetics, finding the perfect balance between business and user goals. During her 16 years of professional experience in the US & Europe, Birgit used her strong interpersonal skills and proven leadership ability to help cross-functional and cross-cultural teams in creating a respectful and enjoyable team environments.
    Birgit supports the UX community by being IxDA's Regional Coordinator for Europe & Africa, the founder & local leader of the IxDA Hamburg chapter, and a founding team member for the inaugural interaction design awards as the Co-Chair Outreach EU 2012. She presented at national and international conferences, and taught many workshops on UX and communication topics.

    In this presentation, Birgit introduces the topic of communication styles, while putting it into context of our profession. She will show how you can identify our own style and that of others and how that helps to be heard by various stakeholders during the process. She will explain the different communication and behavioural needs, and why you need to be able to flex our own style to that of others: this helps you to avoid conflicts, it increases your impact on projects, and it will also contribute to a prosperous work environment.

  • JUNE 7


    Making the same mistakes twice

    Martin Belam, Founder of Emblem - user experience design, information architecture and training services

    Martin Belam is the founder of Emblem, a digital consultancy offering user experience design, information architecture and training services. He has spent over a decade building digital and mobile products for brands like the Guardian, Sony, Vodafone and the BBC, and now works with clients in the publishing, media, arts, heritage and culture sectors. He writes about UX, journalism and digital media for The Guardian and on his blog currybet.net

    Throughout our careers in UX, we are faced with the same sets of problems again and again. Convincing businesses that they should involve user research in product design, assembling deliverables and presenting them to stakeholders, and working with technical teams to deliver what we hope will be fantastic products. How do we stop ourselves falling into patterns of behaviour that lead us to making the same mistakes twice? Or three times? Or four times? In this talk, full of examples of projects he has worked on for organisations like the BBC, the Guardian and Sony, Martin Belam will explore how, as designers, we can avoid making the same mistakes twice.

  • JUNE 7

    Stephen Anderson

    Designing for Micromoments: Tiny Interactions with Big Payoffs

    Stephen P. Anderson is an internationally recognized speaker and consultant based out of Dallas, Texas.

    He created the Mental Notes card deck, a tool that's widely used by product teams to apply psychology to interaction design. He’s also of the author of the book Seductive Interaction Design, which answers the question: "How do we get people to fall in love with our applications?” Between public speaking and project work, Stephen offers workshops and training to help organizations manage creative teams, create interactive visualizations, and design better customer experiences.

    Question: How many of us treat interaction design like a conversation? It's a simple premise, certainly nothing new, and yet… When you design in this way, a curious thing happens: your focus shifts from "what" is being designed (features and user stories) to "how" to best design that interaction. Otherwise unseen design problems become obvious; more importantly, we surface the subtle details that make for a great experience.

    In this session, Stephen P. Anderson will share a no-nonsense approach to UX design—one that doesn’t get distracted by checkboxes or diluted deliverables—along with dozens of examples of what it means to design for the "micro-moments" that make (or break) an experience. We're certain you'll be inspired by his examples, stories and practical tips. We've heard there may even be some role-playing involved!

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  • JUNE 7

    Dimiter Simov (Jimmy), Ina Ivanova

    Design thinking vs user-centered design

    Ina Ivanova is an inspiration seeker who believes you have to love what you do.

    She is a software developer since 2007. Ina likes challenges and always looks for new ways to do her job better. Ina’s interest in design thinking sparkled a year ago while video about design thinking. Now she is a design thinking coach in SAP.

    Dimiter Simov (Jimmy) believes that IT can be usable.

    In 1998 the book Things That Make Us Smart changed his live. He became a usability professional and founded the first usability consultancy in Bulgaria. Jimmy likes raising usability awareness and training and mentoring in user experience. He also enjoys learning new things - design thinking inclusive.

    Design thinking brings together methods from engineering and design with ideas from the arts, tools from the social sciences, and insights from the business world. User-centered design is a process for designing interactive systems that balances the needs of users with the needs of the business. Design thinking is about inspiration and ideation in a non-conventional environment that leads to innovation.

    It focuses on:

    - Human values (desirability & usability): create something that fits your users’ needs;

    - Technology (feasibility): otherwise it is just science fiction;

    - Business (viability): we want to earn money with it.

    User-centered design is about shaping the product around user abilities, needs, desires, and skills, instead of forcing users to adapt to the product by changing their behavior.

    It focuses on:

    - Explicit understanding of users,

    - Involving users in design and development,

    - Driving design by user-centered evaluation,

    - Iterative process,

    - Holistic view of the user experience,

    - Multidisciplinary design team.

    Can design thinking lead us to a user-centered result? Ina and Jimmy will try to show how design thinking fits into the overall concept of user-centered design.

  • JUNE 7

    Konstantin Ivanov, George Daloukov

    A 3 course meal for interaction designers

    The VMware user experience team

    Konstantin Ivanov, George Daloukov, VMware

    User experience, user-centric design, usability, intuitiveness ...

    We all know these buzz words and they sound so "familiar-but-distant" when it comes to building real products.

    We have plenty of data, but often struggle to understand what our users value and how to fit the myriad of habits and behavior without creating a mess.

    We are so smart and creative, but we often get lost in the mix of bright ideas constantly popping up.

    We find ourselves spending all that time perfecting our designs just to hear "I think it is better...", "why didn't you..." or "this might not work for me".

    We wish there was a more systematic way to build products ... Don't we?

    The VMware user experience team would like to present a practical iterative approach to be used by interaction designers and together we will evolve a rough idea into a product that actually suits user needs. We will show you what interaction designers do, how they do it and what we've learned along the way.

  • Register for the seminar



    The hidden treasures of Rodopi Mountains, 2 days/ 1 night

    Kosovo Houses


    Payment methods:
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    SCHEDULE, 7th JUNE 2013, SEMINAR (Vitosha)

    SCHEDULE, 8th и 9th JUNE 2013, Cultural tour: The hidden treasures of Rodopi Mountains


    This event is organized by Lucrat. If you would like to participate or to become a partner/sponsor contact:


    General sponsor:
    Devin Bianor FatDUX SAP Netclime KOMFO Infragistics
    Official Partner: