with more users doing more on mobile the focus is on great user experience.


  • McLean, VA •
  •   May 9-11, 2013 •
  •   8 AM - 5 PM
See the Entire Schedule

Workshops May 9

Design Thinking
Crash Course

  • 9 am
  • 3 hr
  • Dallas Room

Design Thinking refers to the process of human centered design – making sure human needs are front and center of product design, and at its core is the concept of iteration – failing fast, learning from it, and iterating. This is a fast-paced, hands-on workshop where participants pair up to interview each other, identify real needs, and develop a solution for their partner. Through this experience, you will take away some of the basic principles of Design Thinking and start to adapt them into your personal and professional routines. Roll up your sleeves and get ready!


Director of Design Thinking
Capitol One Labs

Evelyn Huang is the DIrector of Design Thinking and Strategy at Capital One Labs. She is a Lecturer at the Hasso Plattner Institute of Design at Stanford University (the “”). She is immersed in the effort to marry the creative with the analytical; contrary to popular thought, these two are not mutually exclusive. In her prior lives, Evelyn has worked in product management in Silicon Valley startups, directed a microfinance program serving low-income immigrants and refugees, and cut her teeth in private equity. Evelyn studied public policy at Stanford University and holds an MBA from the same institution.

Learn how to Conduct
Mobile User Research

  • 9 am
  • 3 hr
  • Beverly Room

Although it seems like your mobile website or app makes sense to you, you want to make sure that it’s going to be usable to your target audience. Where do you begin? What should you plan for? How do you find representative users? What kinds of data do you collect? What kinds of research can you conduct? How do you analyze the data? How do you report out on findings and improve the end product?

We will cover a number of research methods including: focus groups, usability testing, user interviews, ethnographic research and card sorts. Audience discussion is encouraged throughout the presentation. In addition, this workshop includes a variety of activities where workshop participants will think through how to use these research techniques to examine their own mobile websites or apps.


UX Principal

Cory Lebson (Principle User Experience Consultant at Lebsontech LLC) Cory has functioned as a user experience consultant since 1994. He established Lebsontech LLC ( in 1997, and in 2008, he transformed this side-business into a full-time occupation. Since then, with a staff of three, his core client base has included a number of Federal government, commercial, non-profit, and educational organizations. Lebsontech is focused primarily on UX strategy, user research and associated training.

Cory also greatly enjoys teaching topics related to user experience and technology and conducts monthly seminars. He has been featured on the radio, has published several recent articles on user experience, and is a frequent speaker at local area events and national conferences.

Cory has an MBA focusing in marketing and technology management, as well as an MA in sociology and a BS in psychology. Cory is a current board member and former president of the Washington DC chapter of the User Experience Professionals Association (UXPA) and is on the Board of Directors of UXPA International, as the Director of Strategic Partnerships.

Turning Boxes into Ecosystems:
Successful multi-channel, multi-platform, multi-user design

  • 1 pm
  • 3 hr
  • Dallas Room

The desktop web has all but ruined the practice of interaction design and information architecture by assumptions about technology and user attention, and rigid adherence to page-based design.

If you are paying attention to what your users expect, you'll note that mobile is really exposing these problems. And it's just getting more complex as we have to make our digital products work on TVs and set top boxes, kiosks, and now think of interfaceless devices.

Steven will discuss pitfalls and fallacies of designing for mobile, and for multi-platform, multi-user experiences. Then we will all try out some principles and tactics to solve these on examples, and discuss ways they can be applied to your organization.


4ourth Mobile

Steven Hoober Steven Hoober is a mobile strategist, architect and interaction designer whose 4ourth Mobile helps large companies, mobile service providers and startups understand how to exploit mobile technology to meet the needs of their users. He has been doing mobile and multi-channel design since 1999, working on everything from the earliest app stores, to browser design, to pretty much everything but games. Steven wrote the patterns and technical appendices for the book Designing Mobile Interfaces, maintains a repository of mobile design and development information at the 4ourth Mobile Patterns Wiki and publishes a regular column on mobile in UX Matters magazine.

"Don't make me think!"
Increase profits with mobile UX

  • 1 pm
  • 3 hr
  • Dallas Room

Today, buzzwords, such as user experience, user testing and responsive design, are used by the latest tech startups and innovators pushing boundaries of the mobile web. The overwhelming number of buzzwords is only heard as a foreign language to everyday non-tech people. With the entrepreneur competition and continuous demand for innovation, buzzwords will not be slowing down anytime soon and we need a way to communicate the excitement to everyday people, small and micro businesses. This includes talking about how to communicate and recognize the benefits of having a well-designed mobile user experience and translating these benefits to increase a business’ profit and customer relationships.Rapid prototyping is a useful technique applied to transform business ideas into tangible results quickly, flushing out mobile ux issues early on whilst saving the business from rushing to build version 2.0 soon after its launch. Web technologies such as CSS3, used in combination with 4G networks and HTML5 offline mode capabilities, within a year, consumers will not know the difference between web and native apps. Hence, mobile apps will be less “dependent” on the connection. I will then discuss how to sell mobile apps and the mobile web to small/micro businesses to further engage their customers whilst keeping their business costs low.

Ladies and gentleman, this workshop isn’t all talk, we’re going to get our “hands dirty”. Workshop participants will be divided into groups to apply and collaborate on the four topics discussed above and will each have a chance to share their ideas and results with the other groups.

To close my workshop, I will share my insights from working on a enterprise mobile web application for property management and how the benefits of recognizing UX with this innovation has and will change this industry.


Interesting By Default

Amanda Woo Canadian born, raised and educated, I took a trip to Sydney to pursue my passion for usability. At the time, the Australians referred to “user experience” as “usability”. I saw this new area of technology as a blooming and exciting opportunity in the Australian market to improve the frustrating and poor experiences provided to consumers of online and the mobile web. Context of use, appropriate design and satisfying a consumer through a great experience is at the front of my mind with any business. My work experiences have challenged me to apply my Computer Science degree learnings, in combination with, my attention for details and convincing arguments to persuade recommended designs. I’ve also had experience with working on innovative projects that push the boundaries of the property management industry and that “Day 1” is declared with business requirements starting to formalize and rapid prototyping brings the business vision to life. Recently, I started up my own business which approaches each problem with a holistic view from the business ideas, brand communications, marketing and design strategy to allowing the consumers to efficiently and easily perform their task(s). This involves considerations of a mobile user experience continuously throughout the business and product life-cycles. Alongside my business, I am applying my user experience expertise within the National Broadband Network organization.

Mini Workshops

  • Statler Room

9am - 9:25am (25m)

Apple User Experience Guidelines Walkthrough Apple is known for this focus on great design. This has been one of the key reasons for their success. So when Apple talks about design principles anyone who is serious about building a successful iOS application should pay close attention. In this presentation we will discuss and go over the Apple User Experience Guidelines for iOS applications. These principles are important not only for designers but also for anyone who is involved in creating a high quality mobile application. Most of these principles are relevant for other mobile platforms such as Android.


Managing Partner

Prasanna Perera is a managing partner at 321Apps, a mobile applications development company based in the Washington DC metro area. 321Apps has developed mobile applications for companies such as Angel, Reader’s Digest, Wells Fargo, Computer Associates and Lenovo. Prasanna has extensive experience in the full lifecycle of creating successful iPhone / iPad, Android and Mobile Web applications. There are several patents field for the iPhone application work he has done related to multi-modality. He has spoken on several mobile applications topics at conferences such as the Mobile Voice Conference, SpeechTEK, MoDevEast and MoDevUX.

9:30am - 9:55am (25m)

Designing Killer Apps for Mobile devices What makes a mobile app standout from the crowd? When we look at a successful App it seems like a "no brainer" but still so many developers struggle to to get the mobile design right. What's the secret ingredient to get the Mobile App design right. In this session go behind the scene of 10 successful Windows Phone app and see why Design is not how it looks but how it works. Learn ten essential tips for designing Mobile Apps, the Right Way.



Raj Lal is an internationally recognized digital product leader who has designed and developed software used by millions of people. He has spent more than a decade designing UIs and has worked on more than fifty desktop, web, and mobile applications. He has written multiple books on desktop and mobile devices, most recently on Digital Design Essentials, and given presentations on Web technologies worldwide. He works at Nokia, Silicon Valley as a technologist and lives in Mountain View, California. For more information, please visit Tweets at @iRajLal

10:00am - 10:25am (25m)

Enterprise Mobile App UX: Designing from UI to Backend Enterprise Applications are typically no more than a User Interface to a set of complex back-end systems. They allow Systems of Record to become Systems of Interaction by putting the records and the ability to interact with them in the palm of your hand. A good User Experience with such a Mobile App requires designing the entire end-to-end architecture with the User Interaction in mind. What is your enterprise mobile apps’ back-end? Is it a single ‘black-box’ serving up data via REST calls? Or is it a set of back-ends, communicating with your app’s UI via multiple APIs. Does your back-end include services that require you to change your app’s UI every time it gets updated? Does the nature of your back-end impact how you build your app, impact the UI design decisions you need to take? How do you test all your back-end(s) for functionality and performance? How do you integrate all these pieces together? How do you provide a good User Experience? As you build complex mobile apps, the architecture of your complete end-to-end system – Backend to UI - becomes critical to your application’s success. This presentation will help attendees identify key architectural decisions that they need to take early in their mobile app development lifecycle to help address these challenges, reduce risk and cost and enhance the User Experience. It will do so by presenting examples of successful architectures of mobile apps and explore key decisions they took and why.


IBM Rational Specialty Architect

Sanjeev is a 20 year veteran of the software industry. For the past 18 years he has been a solution architect with Rational Software, an IBM brand. His current area of expertise includes Mobile Development, DevOps, Agile Transformation and Software Supply Chains. He is a DevOps and Mobile Development Evangelist at IBM. He speaks regularly at conferences and has written several papers. He blogs about at and tweets as @sd_architect

10:30am - 10:55am (25m)

Put your UX to the Test: How eye tracking informs design Does your UX stand up to the test? Get it in users hands early and find out! Great UX design means users want to use your product and easily understand how to use it. Learn strategies on how to incorporate usability testing into your design process so you can ensure a successful design. How successful is your product design? Users are the judges!


Apollo Matrix, Inc.

As CXO, Erin leads the strategy, usability, user experience and visual design for mobile applications, enterprise and consumer solutions, software applications, web sites and digital media at Apollo Matrix. Erin is highly regarded in bridging intuitive, elegant user experience and creative design to complex concepts, highly technical architectures and early stage products. She brings 15 years experience helping global brands and government agencies with award-winning digital media, product design, usability, advertising and social media strategy, data visualization, communications, publishing, recruitment campaigns, professional development, and interactive media for learning. Prior to Apollo, Erin was Creative Director at TMP Worldwide, an award-winning digital agency. With a career start at Rosetta Stone in its early product days, Erin has extensive experience with early stage products and companies.

11:00am - 11:25am (25m)

UX and Rich Push Notifications: Beyond Push UX, the Redux Mix

Two UX guys walk into a bar...(come to hear the rest)...a goat!

Building upon the intensely-successful talk from last year's MoDevUX, 'Beyond the Standard Push Notification UX', we're going to take it a step further this time and showcase a plethora ideas for extending seemingly bland Push Notifications into a set of rich User eXperiences ... including samples and ideas that apply to virtually any mobile app category (not just news)!

Whether or not you caught version 1.0 of this talk... come for the thought-provoking ideas, stay for the entertainment!


Director of Mobile Development

Mark Gerl is Director of Mobile Development for POLITICO, ABC7/WJLA, and NewsChannel8 – a major publishing and media trifecta. Mark’s team is responsible for numerous successful mobile apps on three different platforms.

With Computer Science degrees from The University of Michigan and The George Washington University, Mark brings over 25 years of customer-facing, cross-platform, commercial software development experience specializing in software architecture and user-centric design. Mark's impressive work experience includes companies such as Apple, Intuit, Boeing, and AT&T.

Read more of Mark’s bio from the POLITICO staff pages

11:30am - 12:00pm (25m)

Better UX through Better Performance! For some simple apps, data and interactions are local to the phone. For enterprise apps though, we integrate various mobile platforms with many complex back end systems and services. In this environment, performance is a key factor to delighting the user. Even further, with many organizations developing hybrid mobile apps with web technologies, many of the best practices for web performance are that much more important on the app.

Come learn how to tune your hybrid mobile apps for optimum performance and ultimately optimum user experience.


Master Application Developer, Senior Manager
Capital One

Andy Pemberton is a passionate speaker, and author. Andy has spoken at various conferences, user groups, and industry events. Andy has a deep technical background and a passion for the User Experience discipline. Currently, he runs the several of the agile mobile development teams at Capital One.

1:00pm - 1:25pm (25m)

When Opposites Attract: Agile and UX Agile Software development and user experience can at times seem like strange bedfellows. But there are ways that the two approaches to mobile application development can complement each other. This session focuses on applications developed for the federal government, including the Department of Veteran's Affairs and Amtrak, and reveals the playbook for how UX and Agile can work in concert with each other to produce remarkable mobile applications.


Agilex Technologies

With over 17 years experience in technology consulting and digital media, Yancey has developed software products, social, mobile and communication solutions for both the public and private sector. He is currently a Director at Agilex Technologies Government Services Sector and develops enterprise mobile strategies and programs for public sector clients. Prior to joining Agilex, Yancey held positions at Booz Allen, L-3 Communications, WPP Group and National Geographic.

1:30pm - 1:25pm (25m)

Awesome UX for Windows Store apps using web standards and Expression Blend

A big debate in the mobile world today is native apps vs. HTML5 mobile apps. Windows 8 says: "Why not both?" Windows 8 provides first-class support for building native Windows Store apps using HTML5, CSS3, and JavaScript, with great support for web standards based on the same engines used in Internet Explorer 10.

And an unsung hero of this web standards support is the new Expression Blend with support for HTML5, CSS3, and JavaScript. Blend provides great support for working with styles, controls, and databinding visually, so you can see what your UX looks like as you're working with the controls and elements. And Blend also provides Interactive Mode, a feature that allows you to work with pages that rely on databinding in the context of the bound data, making it far easier to style those pages based on the actual content they will contain.

In this session, Microsoft Technical Evangelist G. Andrew Duthie will show you examples of the standards support available for Windows Store apps, and how you can leverage the features of Expression Blend to build a great app in less time.

G. Andrew

Technical Evangelist

G. Andrew Duthie, aka devhammer, is a Technical Evangelist for Microsoft's Mid-Atlantic States district, where he provides support and education for developers working with the Microsoft development platform. In addition to his work with Microsoft, Andrew is the author of several books on ASP.NET and web development, and has spoken at numerous industry conferences from VSLive! and ASP.NET Connections, to Microsoft's Professional Developer Conference (PDC) and Tech-Ed. Andrew has been participating in the user group community since way back in 1997, when one of his co-workers dragged him out to the Internet Developers User Group in Tyson's Corner, VA, and he's been hooked ever since.

Andrew is also the creator and developer of Community Megaphone, a site designed for promoting and finding developer community events.

In addition to his work in software development, Andrew has enjoyed some recent forays into the world of hardware experimentation, including developing for Kinect and .NET Gadgeteer, using his newly-formed hardware chops to do everything from blinking LEDs and making strange noises, to flying a helicopter with his bare hands.

Andrew can be reached through his blog at You can also follow Andrew on twitter.

2:30pm - 2:55pm (25m)

Building Multi-modal Smartphone Apps: 6 Challenges The technology, and its availability, has now reached the point where we can build multi-modal applications: an app that combines both visual and audible interactions. But to be effective, multi-modal apps have some challenges that need to be overcome: (1) User control of the mode, (2) Differentiating between multiple inputs, (3) Leveraging visual and audible elements, (4) Pauses during the interaction, (5) Environmental limitations, (6) Conversational flows for completing tasks. In this talk, we will go through the process of building a multi-modal app, and focus on these challenges that can be overcome to build a great experience for the user.


Senior Product Manager

Jonathan Hotz is the Senior Product Manager at Angel. Jonathan has over 15 years of experience in the areas of user interface design and product management, covering a variety of products including web sites, enterprise and SAAS software, and mobile applications. He approaches product management with a user-centered design philosophy, using analytic problem solving and applying user experience design principles, to design and build applications that support and guide the user, all while providing a great experience. He holds a Bachelor of Industrial Design degree from Syracuse University.

3:30pm - 4:00pm (25m)

Lean UX for Startups and Enterprise: Ten Secrets to Successs

We have consulted with startups and large enterprises seeking to produce the right product (e.g., mobile app, web application) faster. We will reveal the remarkable similarities between startups and large organizations seeking to be as nimble as startups.

In a majority of cases the challenges were the same: - they were not sure how to speed development - they had difficulty balancing user and business needs - they typically had strong development teams with established methodologies that had blended agile and waterfall methodologies - they typically had little user experience expertise or input in the existing designs - designs / development builds were underway but the results of the designs were unsatisfying to users

We have done LeanUX design projects with a number of clients continuously testing and honed our process by testing various techniques: - rapid iterative design and improvement (design thinking) - brain storming sessions (design thinking) - design studios (traditional art school critiquing process) - rapid prototyping, usability testing and revision

We also want to share the pitfalls as you start to get involved in lean startup including having: - The “genius designer” mentality within the UX team - The "stay in the building until the product is ready" mentality - Different internal groups (design, development) that work against each other - Executives that swoop down and influence (aka hijack) the process - Too little contact between the designers and other team members - Too many chefs leading to poor focus - The anti-cheerleader who always says “No!”

Through a series of case studies we will describe the processes and flow that worked best for both large enterprises small startups: - Conducting a strategy workshop to align the team on business and user needs - Rapidly developing personas and scenarios as a team with all stakeholders - Conducting a design studio with all stakeholders to agree on the design directions to explore - Rapidly iterated prototype and guerilla testing - Creating non-technical, but partially functional prototypes through available tools (e.g., Axure, Proto IO, iRise)

Nearly every group we worked asked: - Does this work for a company like mine (Startup, Enterprise, Healthcare, Government, etc.)? - What was the composition of the most successful LeanUX teams? Number of team members? Types of expertise? - How did the process differ between Startups and Large Enterprises?

Come to our talk and find out our secrets for Lean UX success!


Founder and UX Lead
Brilliant Experience

John Whalen leads Brilliant Experience – a consultancy using LeanUX, Agile and Design Thinking methodologies to provide UX insights, strategy and ideation to create brilliant experiences for startups and Fortune 500 clients. John specializes in understanding the audience perspective and finding the ideal balance between user experience, business needs and technological possibility. He has experience (and great stories to tell from) working with clients in the financial, healthcare, ecommerce and government verticals. He is studying the how mobile devices are changing our everyday behaviors. John holds a PhD in Cognitive Science from Johns Hopkins University and is the VP of UXPA-DC.

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