SUNDAE talks #4: User Centricity & business goals.
English-language 1-day conference taking place in Hamburg.
At XING, we have one goal:
Serve User Needs & Deliver Awesome Experiences - SUNDAE for short. And since we know we’re not alone, we’d like to invite you to a professional UX exchange at the oose.campus.
This year we teamed up with SinnerSchrader to focus on the question: "User Centricity and business goals - friend or foe?"
We bring together various speakers from different companies and interdisciplinary backgrounds so they can share their experiences on the following questions:
- How do you balance user centricity with business goals at your company? What works well? What doesn’t?
- How do you bridge the gap between user centric & business centric? What are the challenges you encounter and how do you tackle them?
- How do you measure UX at your company?
Would you like to get an idea of what SUNDAE talks feel like? Just check out the following:
We’ll start with breakfast and coffee, and round off the day with some drinks and chats. In between the talks there’ll be more coffee!
Seven short SUNDAE talks and plenty of time for professional exchange between different companies await you.
We proudly present this year's line-up:
1. Freemium – My Frenemy
Katja Gutjahr, Interaction Designer, XING SE
Depending on the circumstances, freemium can be your friend or your enemy.
I will show you how we unite business goals and user needs within the XING Premium-membership team. Which challenges does UX have to tackle when one side dominates? And how do we balance things out again?
2. Rapid research for quick and effective user insights
Romy Engel, UX & Design Researcher & Matthias Albold, Product Designer, SinnerSchrader
How a practical research approach helps us to build products that serve both user and business needs. Even though carefully planned user research will always deliver the best insights, expense constraints often result in no research at all and your product is in danger of merely being defined by its underlying business goals. We want to share with you how rapid research techniques help us to quickly introduce a user perspective to our projects with minimal effort.
3. Riding Home: Trading Value for Loyalty
Hartmut Obendorf, Head of Product Design, mytaxi
The taxi business seems deceivingly simple. It's not - local differences create complexity, and personal fates are built on rapidly changing rules. UX often has a dramatic economic quality...
4. What’s cooking? How Chefkoch.de focuses on user needs in its product strategy
Christoph Eikmeier, Team Lead UX & UI Design & Katharina Ernst, UX Researcherin, Chefkoch GmbH
In 2018, Chefkoch.de developed a new product strategy. In contrast to previous years, Chefkoch's UX team developed a user-centric way to build its product strategy. The product's focus is now aligned with a map of all user needs, allowing a better and more user-centric approach to product prioritisation.
5. How to discover products that serve user and business needs
Alexander Hipp, Product Manager, XING SE
Finding the sweet spot between user needs and business objectives can be challenging. In this talk, I want to give insights on how we ran a discovery to define events of a social business network that are interesting for our users but also help to increase activity.
6. Think user centric, test business centric
Franziska Luh, CEO & founder, XO Projects GmbH
The rise of new technologies like chatbots and voice UI present us with two challenges. The new functionalities provided by technology often overpower the user perspective when developing a product or service. Conversely, businesses often fail to see the immediate benefit of implementing new technology. To solve both of these challenges, we created a "corporate hackathon".
7. How to turn user needs into business value over a beer
Yung-Ching Chiu, UX/UI Designer & Julia Kestner, Product Designer, MOIA
How design at MOIA copes with different stakeholders based on real-life experience. We would like to share our experience of the communication flow between devs, POs, stakeholders and design. We will tell you about how we strive for a balance when there is a conflict of interests, and the importance of "getting personal" within a healthy corporate culture.
Looking forward to seeing you at the SUNDAE talks #4!
09:30 – Arrival at venue and a yummy breakfast
10:00 – Official opening of SUNDAE talks #4 (Britta Ullrich)
10:30 – Talk 1: Freemium – My Frenemy (Katja Gutjahr)
11:00 – Talk 2: Rapid research for quick and effective user insights (Romy Engel & Matthias Albold)
11:30 – Coffee break
12:00 – Talk 3: Riding Home: Trading Value for Loyalty (Hartmut Obendorf)
12:30 – Talk 4: What’s cooking? How Chefkoch.de focuses on user needs in its product strategy (Katharina Ernst & Christoph Eikmeier)
13:00 – Lunch break
14:15 – Mindfulness (Hanshuman Tuteja) & Coffee
15:00 – Talk 5: How to discover products that serve user and business needs (Alexander Hipp)
15:30 – Talk 6: Think user centric, test business centric (Franziska Luh)
16:00 – SUNDAE coffee & treats break
16:30 – Talk 7: How to turn user needs into business value over a beer (Yung-Ching Chiu & Julia Kestner)
17:00 – Wrap-up & feedback
17:30 – Drinks & conversation until about 20:00