• Light breakfast with coffee, tea, and sandwiches
• Ambient music, meet-and-greet, badge pickup

• Quiet zone + networking zone for different energy levels

• Short intro by the host
• Theme of the year: "Emerging Technologies & Human Experience"

• Highlight today's structure, key sessions, and sponsors

Inspirational talk by a thought leader on the future of tech, design, or humanity.

Collecting and utilizing user insights in the product design process is often seen as ideal, but time consuming. We'll learn practical strategies for humans and AI to work together to get fast and impactful insights.

Key takeaways:

• Learn a framework for using both human ingenuity and AI to generate insights about users in the design process
• Learn prompting strategies for analyzing user interview sets and usability tests with ChatGPT when testing prototypes, copy, and competitors

The Dutch WRR (Scientific Councel of Government Policy) recently published reports on humans’ capacity to act. Consisting of both cognitive and non-cognitive capabilities, one’s capacity to act defines how capable we are in navigating certain goals in life: such as filling in tax returns, paying our bills, applying for jobs, or (financially) planning for retirement.

In the context of a public compensation scheme, me and my team developed a framework for better understanding, activating and informing different user groups based on their capacity to act. Within this framework, six archetypes are defined based on the level of their cognitive and non-cognitive capabilities.

The key takeaway is the content of this framework, and how it can be used to help your users use and understand your service our product.

Typography is a key part of every design – yet it’s often an afterthought, until something goes seriously wrong. What do IKEA’s off-putting Verdanagate, the wrong movie winning an Oscar, and Apple’s Liquid Glass disaster all have in common? They show that typography isn’t just about aesthetics – it’s a critical part of user experience.

For UX designers, type isn’t decoration – it’s structure, clarity and tone. The right typographic choices can guide users, build trust and even increase conversions.

In this fun, fast-paced session, you’ll sharpen your eye for type and walk away with practical tips to make your digital product clearer, more effective, and far better for your users. Learn how to transform typography from a silent killer into one of your most powerful tools for crafting standout user experiences.

Join me in this talk to discover how Generative AI tool, Adobe Firefly, can create storyboards that effectively tell a story, spark emotions, and communicate a clear message to your team and stakeholders. Through different case studies, you will discover how to create dynamic characters, set scenes, and visualize concepts that resonate with your team and stakeholders.

Bad typography hurts users – but the good news? Most issues are totally fixable, if you know what to look for.

In this fun, hands-on workshop, you’ll learn how to triage common type emergencies and bring your designs back to life.

We’ll cover how to:

• Spot font choice red flags (before they blow up your layout)
• Fix broken visual hierarchies and messy reading flows
• Catch and prevent common accessibility traps in type

Whether you’re designing apps, websites or prototypes, you’ll leave with a sharper eye, smarter strategies and practical tools to make your typography cleaner, clearer, and way more effective. If you want to, bring your questions, your curiosity, and your worst type crimes – we’re here to save them.

We like to say we're data-driven — but sometimes, that leads us to the wrong decisions. Sometimes we need to look beyond the horizon. This talk explores what happens when we focus too much on high-level KPIs and ignore signals deeper in the user journey. Through real CRO examples, I’ll show how some A/B test "winners" actually damaged the experience — and how to combine data with gut feeling, qualitative input, and context to make smarter decisions.

We’ll look at​

• Why winning tests can lead to losing users.

• How to spot misleading metrics.

• When human judgment should override the numbers.

The Dutch WRR (Scientific Councel of Government Policy) recently published reports on humans’ capacity to act. Consisting of both cognitive and non-cognitive capabilities, one’s capacity to act defines how capable we are in navigating certain goals in life: such as filling in tax returns, paying our bills, applying for jobs, or (financially) planning for retirement.

In this workshop, we are actively working with a framework for better understanding, activating and informing different user archetypes. By the end of the session, you will have applied the framework to your product or service, and refined it based on your users' cognitive and non-cognitive capabilities.

How do we break free from outdated rituals and redefine design processes to create real impact?
 This talk explores the art of effectively communicating the value of design to stakeholders while critically evaluating and adapting processes for each unique team and project.

Through engaging stories and practical lessons drawn from years of experience as both a designer and former developer, Roberto Chaves shares how to improve collaboration, inspire change, and put user-centered design at the heart of decision-making. 


Attendees will leave with new tools and mindsets to navigate complexity, challenge unhelpful habits, and drive meaningful impact across the entire product development process.

"Words don't come easy," especially when they aren't your usual design element. But with the right frameworks and prompting techniques, they can become more manageable.

Join Annelie for an engaging exploration of practical frameworks and prompting strategies that will help you craft compelling content that resonates with your users—both with and without the assistance of AI.

In this interactive session, you will:

- Learn essential techniques for crafting clear and impactful messaging in user interfaces.

- See concrete examples that illustrate these techniques in action.

- Gain practical confidence to care for the words in the user experience, regardless of your role in the development process.

This is an opportunity to enhance your content creation skills and build a pragmatic toolbox that elevates your design practice.

With AI, Content designers and UX Writers see a shift in their priorities. We’re no longer focused on ad-hoc copy support. It is now expected of us to come up with a more systematic approach to product copy.With this talk, I’d like you to add a content system building to your stack of skills. Just like a classic design system provides designers with building blocks to maintain visual consistency, a content system will lay the foundation for consistent messaging within your product. And since no system exists in a vacuum, we’ll also touch on how lightweight Content Ops practices can support adoption and maintenance—so your system doesn’t gather dust after launch.

In this hands-on workshop, you'll learn how to create visually consistent, high-quality storyboard visuals using Adobe Firefly, an AI image generator. We'll explore how to build coherent characters, scenes, and moods using essential features such as image reference, style reference, and visual effects. We’ll also cover prompt techniques and creative workflows to help you get the most out of AI-generated images.

Whether you're a UX designer, part of a product team, or simply curious about AI image generation, you’ll leave this session with practical tools and inspiration for creating engaging, consistent storyboard visuals with Adobe Firefly.

First impressions define whether users stay or leave. In today’s competitive landscape, a functional MVP isn’t enough, you need a Minimum Lovable Product (MLP) that users genuinely enjoy using from the very start. In this workshop, you’ll learn to identify the core experiences that matter most, remove friction, and design for moments of delight. Together, we’ll explore strategies for building products that people don’t just try, they fall in love with!

When everyone is empowered with the opportunity to create anything, and looking stunning is the new baseline — how does that affect our general perception of quality? Is it a curse forcing humans out of craftsmanship? Or a blessing in disguise, forcing a paradigm shift from appearance to meaning and depth? What could such a shift mean for future work? And what would be the difference between seeming great and being great?

Take a leap into an analogy where surface-level perfection is expected, but depth and meaning are far from guaranteed.

In this session, we’ll dive into:

– What is “quality”?

– Design implications when perfection is the norm

– Moving from execution to essence

– A shift in the designer mindset

AI is no longer a futuristic concept it’s here, reshaping how designers work, create, and innovate. But how do we ensure AI enhances, rather than replaces, the human touch in UX?

In this session, we’ll dive into:

- AI’s role in UX workflows—from research to prototyping and beyond

- The shift from human-led to AI-empowered design

- How to integrate AI tools effectively without losing creativity

- The impact of AI on productivity, decision-making, and personalization

Key Takeaway: AI won’t replace designers but designers who embrace AI will redefine the future of UX.

In the era of new technologies it's key to not forget the human aspect. Human needs to direct tech, not the other way around. In UX it's extra important since what we see as "natural" comes from being human beings, not being tech savvy. Branding is a huge part of design and technology and something we need to remind ourselves where it comes from, the heart and souls of humans.