28-30 Sept.

Conference: Thursday Friday Saturday


Friday, 29 Sept.

8:30 - 09:00
God morgon... Registration... Coffee... Conversation.
09:00 - 13:00
Adaptive Content
Modelling Adaptive Content for Multiple Channels
Noz Urbina
As users are bombarded with words, videos, images, and messages on every screen and device, they go to greater lengths to avoid “noise” on the line. They want only the most relevant content. Therefore, only the most personalised, even context-specific content will get through. However, organisations need to meet these user demands on an ever diversifying array of target devices and channels.
Empathy & Experience
Walking Through Information: Making Sense of Multiple Information Spaces in the Same Place
Alastair Somerville
Physical architectures and digital architectures now interplay in complicated ways that users can find overwhelming. The clarity that designers create in individual products is lost in the criss-crossing of apps, sites, signs, furniture and products that people encounter as they move through their own homes, buildings and cities. How do we, as information architects, recognise such needs and build structures that enable people to understand and adapt in an attention-seeking environment?
Empathy & Experience
Feelings Not Facts: Creating Empathy with Role Playing Techniques
Lutz Schmitt and Taisia Kann
Experience Design and its research aspects are well defined and can look back on a long scientific tradition. We measure interactions, we observe people, we draw conclusions and finally the product or service will be changed accordingly. This all is valid and valuable, but comes with one flaw: We may learn, what feelings they had, but we still don’t know how it feels to be the user or customer.
Adaptive Content
Rapid Prototyping of Adaptable Digital Places with Container Based Information Architecture
Konstantin Weiss and Koen Peters
Let's build an IA for adaptable and expandable digital places within hours. This workshop teaches the principles and methods of Container Based Information Architecture. It is based on the idea of putting content and interaction into containers, out of which digital places like websites or apps are built. The containers can be reordered, reappear, or adjust their appearance and function based on the place's context.
13:00 - 14:00
14:00 - 14:20
User research : A love story
Oana Secara
Conducting user research has never been easier: we can have users at our fingertips with just a press of a button. But when was the last time you met with them in their own environment?
What's the Point of IA? It Depends. But Here's a Framework for Finding Out
Dan Ramsden
The framework is based on two main categories – Designs and People. User centred design rightly focuses us on ‘end-users’. But projects succeed when we’re able to work with other disciplines – sharing initial ideas, building a shared understanding and a ubiquitous language – working from abstract concept through to the audience experience. This framework helps you identify design challenges at different stages in that evolution – and suggests steps to create architecture to underpin that stage.
14:30 - 15:15
The Hidden Persuaders of the Digital Age
Per Axbom
Today many of the same techniques that Packard warned about sixty years ago in his classic "The Hidden Persuaders" are being used without hesitation to persuade users of digital products to subscribe, click, scroll, buy, invite and more. The same people who claim a user-centric mindset have no second thoughts when using learnings from psychology to obviously steer users towards desired behaviours.
Designing with Academic Concepts: The Example of Trajectories
Raphael Velt
Human-Computer Interaction (HCI) academic researchers and performance scholars, building upon the study of mixed-reality performances have proposed the concept of “Interaction trajectories” as a way of designing user journeys in complex experiences. So far, there’s very little evidence that their ideas have had any impact on professional UX or IA design practice.
15:20 - 15:40
Good, inclusive design is changing how we deliver public services
Katy Arnold
Research has shown that people with access needs continuously adapt to cope with a world that is not designed for them. They accommodate, make compromises and are often made to feel like they are the ones who need to change. In the UK government, we are legally obliged to design for all, but in reality it doesn’t always happen like that.
A Room for Understanding
Sjors Timmer
Before computers ever existed, carpenters, blacksmiths and stonemasons have been slowly adapting their workshops, benches and tools to perfection. The capabilities of the human body, the qualities of the material and the desire to create new objects shaped their workspaces. The transition from hand- to knowledge-work not only changed our materials from physical to digital, it also changed the way we use our body and space around us. You do not move around freely; the computer fixes your body on the chair, glued to the screen. The body is no longer meaningfully engaged in work. Instead, interaction with a computer is limited to your eyes and fingertips.
15:40 - 16:00
Coffee break
16:00 - 16:45
Heard and Not Seen : Exploring a Transition from Graphical to Linguistic UI
Jennifer Williams
Conversational interfaces have created a new paradigm that will alter how we interact with our environment and how we design information spaces. In Europe, voice based digital assistants such as Amazon’s Alexa and Google’s Digital Home are gaining in popular use while neural networks are enabling a burgeoning of human-like chatbots. In China, chatbots are routinely used for an array of tasks and services including taking online payments.
Design Adoption: A Framework to Manage Change-by-Design
Daniele De Cia and Andrea Violante
For many years our customers asked for top-notch projects. Off-late the requirements go beyond designing services and products. Today design is recognised as an essential asset. That’s why it needs to be seeded into the organisation to become a sustainable and durable process. Nonetheless change is scary and the inception is never easy. In order to manage the change we have been crafting a mix of projects, products, courses and mentorships that seed and sustain design into the organisation to empower people, both inside (employees) and outside (customers). We call it Design Adoption.
16:55 - 17:15
Ease of Use / Use of Ease: Redefining User Friendly Design in the Age of Surveillance Capitalism
Jan-Wessel Hovingh
Interfaces, graphic user interfaces in particular, enable ordinary people to use products and services that are so complex only someone with a PhD in Computer Sciences could grasp their inner workings. The fact we do not need a manual to use a device like an iPhone perfectly proves it is possible to design interfaces that are so intuitive, even a child can master it within minutes.
Stay awhile: What Curating Emotion in Physical Spaces Can Tell Us About Designing Digital Ones
Anna Farrell
In physical design, the topic of affordance is always close at hand - it encompasses the cues we pick up from the objects and spaces we encounter that tell us how to use them. A knob means turn; a cord means pull; a handle means 'hold me here'. Affordance is hugely functional, made up of patterns and muscle memory, but tells us little about how a person feels when pulling a cord or turning a knob.
17:30 - 18:15
Luciano Floridi ​​
Each age has innovated its cultures, societies, and environments by relying on at least three main elements: discovery, invention, and design. Yet innovation has often proceeded unevenly, like a three-legged table in which one leg is longer than the others.
18:45 - 20:45
Friday evening social event - Stockholm Boat Cruise!



About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague, and most recently, in Amsterdam. In 2017 will be in Stockholm for the first time. Learn more about EuroIA.

EuroIA is organised by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Välkommen in Stockholm

EuroIA goes to Stockholm, the Capital of Scandinavia, one of the most connected, environmentally friendly and creative cities in the world.

EuroIA 2017 will take place at Elite Hotel Marina Tower, situated in a historic mill on the waterfront, only a few minutes from the city centre.

Elite Hotel Marina Tower Stockholm,
Saltsjöqvarns kaj 25,
131 71 Nacka,
+46 8 555 702 00



We are still looking for sponsors to make EuroIA 2017 a truly great conference. Sponsoring details

EuroIA 2017 is also on Medium, Twitter, Facebook and LinkedIn. For help, ping the co-chairs Francis, Raffaella or Angus or drop us a line at info (at)