Presented at the 4th Italian IA Summit, the IA Konferenz in Cologne, Germany 2010 and the Cape Twon and Johannesburg SA UX Forum meet-ups in 2010. This presentation will unpack the benefits, and provide a possible approach, to the formation of an institutional discipline from casual practice for user experience design. Practice-Led Research (PLR) will be positioned as an effective agent in the transformation of the seemingly inherent and natural acts found in casual practice into the formal arrangement of accepted truths and regulated practices of the discipline. The aim is to introduce practitioners to the concepts so as to begin establishing discussion and awareness
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