Design It; Build It takes place in Edinburgh 17 – 18 March 2016. DIBI is a conference for UX Designers and Web Developers. The event brings together those shaping the future of the web for two days of inspiring presentations and networking.

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PROGRAMME 2016

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3. WELCOME
IT ISN’T EASY FOR BUSY PEOPLE TO DEDICATE TWO
DAYS TO EXPLORING NEW IDEAS, BUT WE HAVE HEARD
TIME AND TIME AGAIN OF THE VALUE THAT PEOPLE
HAVE FOUND IN STEPPING BACK AND TAKING A WIDER
VIEW OF WHAT IS HAPPENING NOW, AND DISCUSSING
WHAT’S NEXT.
That is what Design It; Build It is all about, stepping away from your desk for
a couple of days to bring new ideas and energy to your work.
The conference brings together an impressive group of people, and not
just on the stage. Those here over the two days come from a fantastic mix
of start-ups, fast growing digital companies and creative agencies.
Take the opportunity to speak to those around you. Someone who’s working
on the other side of the planet might be wrestling with similar challenges to
you, or might just have the answers your looking for.
HAVE A FANTASTIC FEW DAYS AT DESIGN IT; BUILD IT.
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4. ALISON COWARD
Alison is the founder of Bracket, and
author of “A Pocket Guide to Effective
Workshops”. She has been working in,
leading and facilitating creative teams for
15 years.
Alison started Bracket to help teams with
better collaboration, and has designed
and facilitated workshops and events
for a wide range of clients including:
Barclaycard, Channel 4, Etsy, D&AD,
Google and TrendWatching.
@alisoncoward
CHRIS DAVEY
Chris has been working in design, digital
and marketing for 15 years crafting
award winning campaigns, websites
and other creative goodness for clients
including: Highland Spring, Channel
4, Oxfam, Edinburgh Festival Fringe,
RAC, Sainsbury’s Bank and The Scottish
Government.
He is Creative Director at Whitespace,
a multi award winning agency based in
Edinburgh.
@ctdavey
THE
SPEAKERS
OUR 16 SPEAKERS COME FROM DIFFERENT SIDES OF THE
SECTOR, EACH BRINGING A UNIQUE PERSPECTIVE BASED ON
THEIR OWN EXPERIENCE WORKING FOR LEADING COMPANIES
ON GROUND BREAKING PROJECTS.
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RICHARD ADAMS
Richard is currently Consultant Digital
Programme Manager at the Royal
Shakespeare Company, delivering a new
website, new CMS, data dashboards,
agile processes and more and more data
stuff increasing engagement.
Previous he worked with BBC, BSkyB,
Aviva Health and Microsoft Studios
(Xbox).
@dickyadams
CAP WATKINS
Cap Watkins is a product designer living
in Brooklyn, NY. He’s the VP of Design at
BuzzFeed, as well as a blogger, conference
speaker, podcast guest and lover of
startups and technology.
Cap believes in thoughtful, holistic design
solutions that get out of the way and
empower people to accomplish more.
His past work includes Etsy, Zoosk,
Formspring and hush-hush stuff at
Amazon.
@cap
COLIN MCFARLAND
Colin is Head of CRO and Product
Owner of Experimentation Services at
Skyscanner. He believes our intuition
is usually wrong, and trustworthy A/B
experiments can help.
Previously he led experimentation at
Shopdirect.com, and a pop-up squad
challenged with introducing Booking.
com’s experimentation model at
Rentalcars.com.
@mcfrl
ANNA DEBENHAM
Anna Debenham is a freelance front-end
developer based in London.
She was awarded Young Developer of the
Year by Netmag in 2013. She’s written a
book on Front End Style Guides, and co-
hosts a podcast with Brad Frost on Style
Guides. When she’s not playing on them,
she’s researching the browsers on game
consoles.
@anna_debenham
CHRIS COMPSTON
Chris is a Lead UX Designer managing the
Service UX Delivery team at Sky, the UK’s
largest pay-TV broadcaster with 11 million
customers.
Within Service at Sky we promote Lean
UX, rapid prototyping, accessibility, web
performance and mobile first principles.
Likes good gin, coffee and conversation.
@ndxcc
DANNY HEARN
Danny is a UX Manager, strategic thinker,
disrupter and general trouble maker at
John Lewis, the department store with
the distinction of having one of the UK’s
leading ecommerce websites.
He and his team help craft delightful and
magical experiences across the digital
portfolio from apps, websites and in-store
digital experiences.
@dannyhearn_me

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SCOTT HURFF
Scott Hurff is a Product Manager and
Lead Designer at Tinder and the author
of the upcoming book ‘How Product
Designers Work’.
Scott also writes a semi-weekly blog
on www.scotthurff.com about what
product designers can learn from new
products, how they can improve their
own workflows, and ways to create
better products for themselves and their
customers.
@scotthurff
NICK FINCK
Nick Finck is a user experience
professional specialising in information
architecture, interaction design, usability
and user research for web and mobile.
Nick has created web and mobile
experiences for Fortune 500 companies
including Adobe, Intel, Boeing, Google,
and Oprah.com. He lives and plays
in Seattle, Washington, where he’s a
Product Design Manager at Facebook.
@nickf
KATI PRICE
Kati is Head of Digital Media at the
Victoria & Albert Museum where she
oversees all digital activity, from the
museum’s websites, apps and social
media to developing new digital
products, services and experiences.
Kati’s 15 years’ experience in the
design industry experience spans both
commercial and the public sector. She’s
passionate about digital technologies,
design and beekeeping.
@katiprice
RYAN O’CONNOR
Ryan O’Connor is a UX Creative Director
for BBC News Digital in London.
Some of the key projects Ryan has
worked across include the relaunch of
the youth News service BBC Newsbeat,
the redesign of the BBC News App and
the General Election 2015 site.
Ryan was previously Head of Design for
AOL – Huffington Post UK.
@ryanloconnor
ROB JONES
Rob Jones is Creative Director and Co-
founder of FanDuel, the daily fantasy
sports phenomenon that has taken the
US by storm since its launch in 2009.
Rob manages UI/UX, brand identity
and native app design, and works
closely with the marketing team on
communications.
Rob set up three startups before co-
founding FanDuel and pioneering Daily
Fantasy Sports in the North American
market.
@robuk
JACK SHEPPARD
Jack is Lead Designer at eighteen in
Manchester designing apps for native
mobile platforms. He has created
products for the likes of Freesat,
HarperCollins, the Department of Health
and Universal Music.
He also co-organises UpFront Conference
and occasionally speaks at events
around the country.
@madebysheppard
SPEAKERS (CONT.)

7. PATRICK HAMANN
Patrick Hamann is a senior engineer at
the Financial Times in London where –
amongst other things – he is helping to
build the next generation of their web
platform.
Prior to the FT he spent had the last
3 years developing theguardian.com.
When not speaking or ranting about
performance he enjoys spending his
spare time discovering new food and
craft beer.
@patrickhamann
YESENIA PEREZ-CRUZ
Yesenia Perez-Cruz has designed
beautiful, functional designs for clients
like Zappos, MTV, and Chef Jose Garces.
She is Senior Product Designer at
Vox Media. Previously, she was a
Senior Designer at Happy Cog and a
User Experience designer at Intuitive
Company.
@yeseniaa
GAVIN ELLIOTT
Gavin Elliott is a Senior Interaction
Designer at the Department for Work
and Pensions and Organiser of Industry
Conf, The Practical Web Conference. A
seasoned conference organiser, Gavin has
been hosting, speaking at and running
events for the past 5 years.
Gavin will be bringing his experience,
knowledge and wit to DIBI2016 as your
chair for the conference.
@gavinelliott
CONFERENCE CHAIR
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8. 9:00
REGISTRATION
Register for the conference and grab a coffee
and network with your fellow delegates.
9:20
WELCOME
Jim Richardson,
Conference Organiser
Gavin Elliot,
Conference Chair
A brief welcome to DIBI, sharing what
to expect from the next two days.
DAY ONE
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09:30
DESIGN EVERYTHING
Cap Watkins, BuzzFeed
We talk a lot about design-driven organisations and
user-focused design practices. But how do you get your
organization bought into that in the first place? How do you
convince people that starting with design is the good and
right thing to do?
We’ll talk about strategies for winning hearts and minds,
building trust and ultimately designing not just the product,
but your entire organisation.
10.30
DESIGN DECISIONS THROUGH THE
LENS OF A PERFORMANCE BUDGET
Yesenia Perez-Cruz
We design sites for a myriad of devices with varying connection
speeds. More and more, we’re discovering the importance of
fast page speed. Even 100 millisecond delays in load times
negatively impact user experience and conversions.
The problem is, making a site fast and lightweight is often at
odds with other design goals—like creating visually immersive
experiences or meeting all of an organization’s rich-media ad
requirements. While a stripped-down site with no images, set
entirely in Arial, is certainly going to be light, it’s not going to
accomplish all of our client’s business goals.
KEYNOTE
HASHTAG #DIBI2016

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12:00
BUILDING THE BBC NEWS APP
Ryan O’Connor, UX Creative Director,
BBC News
After five years, the BBC News app was redesign and rebuild in
2015. In this presentation Ryan O’Connor, UX Creative Director
BBC News shares the story behind the new app, some the
thinking behind the changes, and how they plan on iterating
and improving the app.
12:30
GAME CONSOLE BROWSERS
Anna Debenham
We’re now living with a huge number of devices with browsers,
from game consoles to smart watches, printers to cars. That
range is only going to get weirder.
It may be convenient to disregard the browsers in these devices
as being a novelty, but people are using them. In 2011, Ofcom
reported that in the UK, 20% of 16-24 year olds use their game
console to visit websites.
11:30
BREAK

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13:00
LUNCH
14:00
FROM ART TO ENGINEERING TO
ART; THE LONG WAY ROUND
Richard Adams, Consultant Digital
Programme Manager at the RSC
25 years ago as one of a rare breed of artist/programmers
I entered the fledgling interactive industry. It was a world
governed by heavy engineering processes and approaches,
none of which suited my approach to problems, conceptually
or practically. Like everyone else, I adapted to survive.
Since that time we have moved through Lean, to Agile and
into Design Thinking and Rapid Development. Work is now
done iteratively, quickly and is based on data. Gradually, I have
found that all the intellectual and behavioural lessons I learned
as an artist are being used more and more centrally in my work
in projects, architecture and product development.
I will paint a picture of the future of process and product
development and how the skills needed will complete the
change from engineering to artistic/creative, speculating on
the impacts on you, over the next decade.
14:30
DELICIOUS AMBIGUITY
Kati Price, Head of Digital Media Department,
V&A
Design and digital development involve exploring the
unknown, the intangible, the undefined. That’s often where
the biggest opportunities are and where innovation happens.
But most clients don’t like ambiguity. They like the certain,
the known, the defined. So, how do you nudge an organisation
wedded to waterfall towards an agile culture and all the
ambiguity that involves?
For museums, this is a particular challenge – they even have
departments called ‘conservation’. Change is not something
that’s always embraced. So in a world of statements of works
and functional specs, how do you help people not just to
manage ambiguity but to positively embrace it? How do you
harness uncertainty to help bring a museum and its incredible
collections, people and stories to life online?
Kati will be sharing insights from her work in transforming
the V&A’s website, which has involved a lot of uncertainty
and ambiguity. At first an unwelcome stranger, now a valued
friend, ambiguity is helping the V&A do much more than they
thought possible.
HASHTAG #DIBI2016

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15:00
THE ALTRUIST AND THE EGOIST:
A TALE OF TECHNOLOGY, PEOPLE
AND GIVING A DAMN
Jack Shephard
We’re reaching saturation point. In 25 years we’ve gone
from nothing to an infinite amount of websites and apps.
Technology is becoming more and more affordable and
everything is becoming more and more connected. In the
first world we have almost complete reach. Where does that
responsibility leave us and what role does empathy play in
the design process?
15:30
BREAK
16:00
UX FOR CHANGE
Nick Finck, Product Design Manager,
Facebook
We are at the beginning of a new era of communication and
design. We have more access to more information now more
than ever in the history of humankind. We can instantly reach
out around the world and talk to leading processionals in our
field. In a way the things we are creating today are going to
shape the way the human race operates for the foreseeable
future. We are in a rare and unique position to be at the
forefront of this, we are craftspeople of the future. Let’s
embark on an exploration of the possibilities of changing the
world as we know it. It all starts here, with each of us.
KEYNOTE

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14. 20:00
DIBI ST. PATRICK’S NIGHT PARTY
AT THE CAVES
After over 100 years of being lost, hidden vaults in the sub-
structure of the 18th Century South Bridge were discovered.
These Vaults which were once used to store Whisky, are now
a bar and music venue, and this special place will be the
location of our St.Patrick’s Night party.
This will be a fantastic night of networking, a time to make
new friends and to forge new collaborations.
With live music from Dougie McQuillian.
Sponsored by Mailchimp and InVision.
LOCATION
The Caves
8-12 Niddry Street South
Edinburgh
EH1 1NS
T. 0131 510 6969
SOCIAL
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www.dibiconf.com

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DAY TWO
09:55
WELCOME
Gavin Elliot, Conference Chair
A few words of welcome and a preview
of what to expect from the day.
09:30
REGISTRATION + COFFEE

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11:00
EMBRACING THE NETWORK
Patrick Hamann, Senior Engineer,
Financial Times
The network is intrinsically unreliable. More so, the network is out of
your control as a developer. Therefore, we must design systems
which embrace the unpredictability of the network and defend
against it all costs. How can you prioritise the delivery of your
core content? What best-practices can you use to optimise your
assets? How can we design interfaces which adapt and respond
to changing network conditions? And finally, how are new
APIs such as ServiceWorker changing the way we think about
the network?
During this talk Patrick will share his experiences delivering
high-performance websites to millions of users over the past
3 years at The Guardian and Financial Times. Which – most
importantly – are resilient to the network.
KEYNOTE
10:00
COMPUTERS ARE LAZY:
FIGHT BACK WITH THE UI STACK
Scott Hurff, Product Manager and
Lead Designer, Tinder
We make sense of state changes in the real world through
motion. When a door opens, it swings. When something
travels, you can see it move. When an object falls, you can see
it bounce.
But in the binary world, computers don’t care about helping
people understand what’s new, what to do next, or how
to react when something goes wrong. To computers, state
changes are instantaneous.
That means that product designers need to make special
efforts to combat computer laziness. And to combat computer
laziness, we need to take into account the UI Stack. We’ll talk
about how to incorporate the UI Stack — the five states of a
user interface and how a user moves through them — into
your design process, and dive deeply into examples in the real
world of interfaces both good and bad. And in the process,
you’ll learn, ultimately, how to make user interfaces that are
both more human and more understandable.
HASHTAG #DIBI2016

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12:00
A/B TESTS
Colin McFarland, Skyscanner
Experimentation seems straight forward, test different ideas
and choose the best outcome. However, when we expose
ideas to real users in A/B tests, the outcome is often surprising.
From our intuition and biases, to common pitfalls we consider
to run smarter experiments, this talk will offer insights from
experimentation at Skyscanner.
12:30
THE FANDUEL STORY
Rob Jones, Creative Director and Co-Founder
Edinburgh-founded daily fantasy sports phenomenon FanDuel
is a household name in the US with over 5 million users,
but back in 2009 it was just an idea, born out of a backyard
brainstorming session between its Brit co-founders.
Co-Founder and Creative Director Rob Jones will share
FanDuel’s journey, from a five-person startup to billion
dollar business, as well his own experiences as a designer
and entrepreneur and the key lessons he has learned along
the way.
11:30
BREAK

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14:00
HOW TO RUN EFFECTIVE UX
WORKSHOPS
Alison Coward, Founder, Brackett
Workshops are a great way of getting working with clients, your
own design team, or even your users. Workshops provide a way
to come up with great ideas for a project whether running them
at the ‘kick-off’ stage of a project or trying to solve a particular
design challenge. The ability to run effective workshops is fast
becoming one of the hallmarks of a good UXer.
14:30
STUFF. BEYOND THE OBVIOUS
Chris Davey, Creative Director, Whitespace
The internet is filled with stuff. Stuff of all shapes and sizes.
Good stuff, ok stuff and downright terrible stuff. Chris thinks a
lot of it could be better. But how do you make your idea’s really
stand out, be effective and connect with your audience?
Chris looks at ways to engage and delight people by thinking
differently about how we approach problems from a different
perspective. In this show and tell he talks through how
Whitespace took on problems to create meaningful, fun
and effective stuff!
13:00
LUNCH
HASHTAG #DIBI2016

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15:00
THE UX DESIGNER IS DEAD…
LONG LIVE UX!
Chris Compston, Lead UX Designer at Sky
Can you actually design a user’s experience? There is a
common misunderstanding both inside the industry and
externally about the role of a so called “UX designer”. Should
this role exist? I plan to raise some tough questions about our
existence, try to unravel what is expected of us and what the
future may hold.
15:30
BREAK
KEYNOTE
16:00
EMBEDDING THE CUSTOMER
INTO EVERYTHING YOU DO
Danny Hearn, UX Manager (projects),
John Lewis
As a designer it’s your job to create the best products, services
and experiences you can. The challenges however can often
be factors beyond your control such as budget, scope, buy-in,
or even the overall proposition.
Danny will take you on a journey and share a vision, on how
you can create a truly repeatable formula for designing,
delivering, delightful and magical experiences every time,
even at enterprise level. He’ll be sharing not just ideas, but
tools and techniques you can start using today, that can have
an immediate impact within your organisation. Shifting into
strategic thinking within your role as a UXer could be the best,
most exciting and valuable thing you could do in your career.

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THANKS TO
OUR SPONSORS
PLATINUM SPONSORS
GOLD SPONSORS SILVER SPONSOR
BRONZE SPONSORS
DESIGN IT; BUILD IT 2016 has been produced by NXT

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AwardWinningTechnology
Recruitment Consultancy
Specialising in:
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www.enigmapeople.com
hello@enigmapeople.com 0141 332 4422

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