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They are a waste of time & money if they are not memorable; your clients should be able to refer to them by name sooner and later.
Charles will share some strategies & examples of paper personas that worked, Byron will talk about embodied personas and may demonstrate. Shailesh will talk about techniques he used to quickly understand the users of Air NewZealand's Economy SkyCouch.
Charles Field designs highly usable human-centered functionality for complex systems such as internal & external applications, knowledge management systems, retail checkout, and personalization. He has more than 14 years of leading and collaborating in large-scale, multi-channel, multi-platform digital initiatives & applications. He has lead teams at software development companies such as Adobe & Pathfinder Associates. Charles also served as the head of the Brand & Interactive departments at frogdesignSF, led the design of community sites for Encyclopedia Brittanica and a Customer Support application for GenesysLabs. While building a UX practice as the Vice President of User Experience at Symphony IRI, he moonlights teaching design theory at The School of the Art Institute.
Byron Stewart is Owner/Design Lead for Dramatic Diversity/DD+D. For the past ten years, Dramatic Diversity has provided theatre-based corporate training and diversity & inclusion consultation. Byron has also applied theatre-based techniques to the design field facilitating workshops for McDonald’s, Walgreens, Critical Mass, RTC, IIT’s Institute of Design, DePaul University, Columbia College and for Northwestern University’s Design for America Fellows. Byron is a local leader for IxDA Chicago and was coordinator of the Chicago Service Jam'11. He received his BFA degree from Howard University.
Shailesh Manga has a passion for tackling complex problems (no doubt from his background as a physicist). He is skilled at helping organizations structure themselves and execute on projects to deliver world-class customer experiences. Shailesh's role as a Director of Optimal Usability in New Zealand for five years and now User Centric connects him to many international usability and customer experience professionals. This broad knowledge allows Shailesh to challenge and extend clients in the area of customer experience at both a strategic and project level.