All workshops will be held on the 26th of January, at Hilton Reykjavík Nordica

Storymapping the User Experience

Donna Lichaw

What does a great user experience have in common with a great story? Everything. Translating complex concepts into simple, impactful narratives can help you more effectively imagine and evaluate your products, campaigns, content, and features – before committing to expensive pixels and code. Developing a product with an experience that engages, influences, and inspires can be a daunting task – but the art of crafting a compelling story is easily learned.

In this workshop you will learn how simple storytelling techniques can transform your next idea, product, campaign, or strategy from good, to great. Whether you are creating something from scratch, or optimizing it for conversion, activation, or engagement, mapping the story first will help you determine how to envision and develop something people not only love to use, but utilize and recommend often.

Learn how to increase first-time and lifetime customer engagement by:

  • Crafting simple, powerful business, product, and customer stories that inspire your target audience
  • Defining and refining your product’s core value proposition
  • Evaluating the product-market fit as it relates to audience engagement
  • Identifying how and why people will discover, use, pay for, and get excited about your product
  • Mapping out strategies to get people to adopt, utilize, and evangelize your product

Who is this for?

This workshop is for anyone who builds products, services, or campaigns that people engage with: designers, product and project managers, marketers, content strategists, developers, entrepreneurs, and executives have all taken the workshops and reshaped how they build, talk about, and sell products.

What do others say?

The workshop has garnered praise from top names in the technology, publishing, entertainment, and consumer goods, including PayPal, Spotify, NY Public Radio, Wall Street Journal, Walmart, Conde Nast, and Yahoo!.

“In total love with this process.”
“The best workshop I've been to in years.”
“Your workshop has really changed the way I work.”
“My sketch of a product idea has now made it to the very top of my company. Your workshop was awesome!”
“The storymapping concept was incredibly inspiring and, for me, game-changing in the way I approach content creation and user experience. LOVED it!”

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Persuasive Design Training

Paul Boag

Why do we buy? Why do we click a call to action or sign up for a newsletter? Why do we do what we do? We like to think we make rational decisions, but it is more complicated than that.

Understanding why people behave as they do and what influences decisions will transform your site. It will lead to higher conversion rates, greater return on investment and happier customers.

This course will draw upon disciplines such as sales, marketing and psychology. This will give you a unique insight into how we make decisions. It will show you how simple techniques can make your design more persuasive and more effective.

This course is ideal for designers, marketers and product managers. Those who are responsible for improving the conversion rates of websites. It is for anybody who seeks to better understand their customers and how design choices impact our decision making.


This course will not teach you how to manipulate people into doing what they don’t want to do. But it will teach you how to nudge them towards taking action.

It will help you understand the factors that influence how people respond to your website. Factors that determine how they react to the choices you present them. Understanding these factors will have a major impact on your conversion rate.

What you will learn

  • An introduction to psychology and how we make decisions.
  • What elicits or undermines trust in a website.
  • The core principles of designing persuasive interfaces.
  • Principles of compelling copy.
  • Evaluating existing websites to identify how they could be more persuasive.
  • How to create more compelling calls to action.

How will we benefit?
When your team has completed this workshop they will be able to:

  • Understand the key factors that impact our decision making process.
  • Be able to avoid the pitfalls that may undermine trust and discourage action.
  • Implement design techniques that nudge users towards action.
  • Evaluate websites and other digital channels for their impact on persuasion.
  • Write more effective, engaging copy that builds trust and elicits action.

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Front-end Performance: Building Fast Websites

Harry Roberts

Performance is big business. Every case study out there tells us that users hate slow experiences, and that faster experiences generate more conversions: more conversions means more money. But, in the age of diversifying audiences on a variety of unknown connections, the mobile boom meaning more people on sub-standard networks, and the web’s serious bloat problem, general performance experiences are pretty bad.

In this workshop, we’ll take an in-depth look at

  • how the network really works, and how to design around it;
  • how to keep websites fast whilst keeping clients and stakeholders happy;
  • how to optimise our assets for faster delivery;
  • how to trick the browser into delivering assets with different priorities;
  • how to measure and profile performance wins and losses;
  • a whole host of tips, tricks, and techniques to help us deliver the same experiences in record times;
  • a bunch of fascinating little factoids and trivia which help shine a light on what’s really going on under the hood;
  • lots of naughty little micro-optimisations, just for fun;
  • and a lot, lot more.

This workshop is targeted at intermediate to advanced front-end developers, web designers, and software engineers, or anybody who writes code. There will be resources and case studies for you to take back to non-technical stakeholders to help convince them of the power of performance.

You will need a laptop, and something for making a lot of notes.

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New Adventures in Responsive Web Design

Vitaly Friedman

With HTTP/2, Service Workers, Responsive Images, Flexbox, SVG, WAI-ARIA roles and Font Loading API now available in browsers, we all are still trying to figure out just the right strategy for designing and buildings responsive websites efficiently. We want to use all of these technologies and smart processes like atomic design, but how can we use them efficiently, and how do we achieve it within a reasonable amount of time?

In this workshop, Vitaly Friedman, editor-in-chief of Smashing Magazine, will be looking into a strategy for crafting fast, resilient and flexible responsive design systems by utilizing all of those wonderful shiny web technologies we have available today. We'll also talk about dealing with legacy browsers and will cover a few dirty little techniques that might ensure that your responsive websites will stay relevant, flexible and accessible in the years to come. Beware: you won’t be able to unlearn the things that you’ll learn in the workshop!

This workshop will cover

  • architecting and building pattern libraries and design systems
  • content choreography, internationalization and localization issues
  • layout techniques (Flexbox and CSS Grid)
  • resolution independence (SVG Gotchas)
  • compressive images (optimization and techniques)
  • responsive images (technical perspective)
  • dealing with web fonts (options, strategy, code snippets)
  • deferring and lazy-loading JavaScript (techniques, tools)
  • performance issues/strategy (best practices + HTTP/2 + HTTPS + prefetching techniques)
  • transition from HTTP to HTTPS
  • maintenance issues (e.g. dealing with legacy browsers)
  • service workers and implication on design and development
  • common front-end challenges and solutions
  • accessibility issues and techniques
  • responsive HTML email newsletters
  • tooling (performance, frameworks, testing, quality assurance)

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