Mobile UX Conference London 2016 – Write-up of Talk by Helen Nic Rua

Mobile UX held its annual UX conference in London (UX Conference London 2016) where a group of talented UX designers and Mobile experience leaders gathered to learn, collaborate and network. One amongst them was Helen Nic Giolla Rua, sharing a fluid presentation on “how to turn a technical brief into a product that people would love to use”.

Helen Rua is an industrial designer turned UX architect who has been working at Imagination for a few years now. She has a couple of large auto manufacturers such as Jaguar and Land Rover as her clientele. These are two of Imagination’s biggest clients for whom they work end to end from planning and executing shiny exhibitions, car launches, to promotional events with celebrities.

Her job as a UX architect is to design Mobile User experience for key stakeholders and customers. It starts from developing holistic user journeys with guests, staffs and other stakeholders involved directly with the event, collecting humongous data, which is relevant and insightful, collecting email data for her to understand the bigger picture and finally coming up with a user experience flow that makes sense for everybody.

In Mobile UX Conference London 2016, she explained one of her interesting and successful projects constituted building an interactive mobile interface using “ibeacons”. As we know, beacons are electronic sensors that can signal you through a mobile interface when you are close to the thing that you are looking for! This project aimed to serve the national museum and art gallery required her team to design treasure hunts for visitors using ibeacon technology.

Helen’s interesting and successful project - Mobile UX Conference London 2016

The team innovated and expanded the ibeacon technology to various domains of business. They researched on different technologies that can work with signals in different (wide and short) distances – GPS, Wi-Fi, Bluetooth, QR, NFC. Next was applying all this knowledge into a large scale project for a ship at the coast of Caribbean. It was a huge conference of car dealers from all over the world. They would learn about new car launches, sponsorship, what’s new in car dealership etc. The personas for her to work upon were these dealers themselves.

The team innovated and expanded the ibeacon technology to various domains of business. - Mobile UX Conference London 2016

The work started with drawing up a floor plan of the ship. In Mobile UX Conference London 2016, she charted up the wireframes, decided where to place the beacons, which would signal the location of the ship to the user. The project was a huge business deal for Imagination, but because of the sheer size of the ship, the team ran across numerous hiccups including budgets, staff shortage, and Bluetooth signal being blocked by ship’s metal body. These learning did play a big role when they were applied to a car exhibition scenario later, “ The NY auto show”.

Mobile UX Conference London 2016

Helen’s lack of experience in cars or auto shows was a challenge but she beautifully described to the audience how one can research and try to understand the psyche of hosts, customers, and other staff before applying the learning to come up with User experience maps. An important tip is to always start with an understanding of what is the problem that you are going to solve.

The team cracked the basics of how to let visitors have a hassle-free and unique car show experience. For a Mobile UX designer, it’s important to understand the personas before diving deep into the UX design. Helen’s expertise could be understood from the fact that she defined each persona including fan, staff, celebrity, a prospective buyer in details before proceeding to tell the audience about the app itself.

The app they designed can prompt the user to set up a time to arrive at the auto show and seamlessly prompt the host at the other end to receive the guest from the door and show them around. This is how “Jaguar Stand Tour” was born. This app would guide a user all the way from a corner of NY city to the venue, to the stand and enhance his or her User experience exponentially.

App Design - Mobile UX Conference London 2016

Mobile UX Conference London 2016, the presentation was wrapped up nicely with a discussion on the importance of research in UX and Mobile UX development, the challenges faced while executing research projects and alternatives that can be used to work around those challenges.

Recent Posts

Hackday Homies – A Day at #HackUX

Shakira shares the experience of attending her first hackathon at #HackUX. You can check out her website, portfolio and blog
Read More
Hackday Homies – A Day at #HackUX

Why is UX different in the Internet of Things?

 Image Source: Becky Van OmmenWhat the Internet of Things introduces -- or better said, unites -- is data, interactions, and
Read More
Why is UX different in the Internet of Things?

Does Your Mobile UX Pass The Test? 4 Things You Can Improve On Today

It’s really important to get your mobile UX right. Good mobile UX consists of seamless navigation, an effective colour scheme,
Read More
Does Your Mobile UX Pass The Test? 4 Things You Can Improve On Today

Top 10 Inspiring UX Portfolios

Every UX designer knows that their portfolio will be crucial for their career and for showcasing their body of work.
Read More
Top 10 Inspiring UX Portfolios

Designing Chatbot with Elvia Vasconcelos

During our May meet-up "Designing Chatbot - Part II", Elvia Vasconcelos, senior UX designer at SapientRazorfish. He delivered a really
Read More
Designing Chatbot with Elvia Vasconcelos

Q&A with the Forms Master: Sjors Timmer

1. What inspired you to work in UX - Mobile UX London? UX brings together three things I’m interested in: figuring
Read More
Q&A with the Forms Master: Sjors Timmer

When to slow down a corporate design project? – Valuable Content

There are so many different scenarios a designer can find himself in when starting a new project. Some of them
Read More
When to slow down a corporate design project? – Valuable Content

A Day Attending HCID Open Day: Bootstrap UX

The MUXL team had the pleasure of attending the HCID conference on Thursday April 27th, it was good to see
Read More
A Day Attending HCID Open Day: Bootstrap UX

UX Influencers 2017 You Should Follow: Top 10 people in UX

Mobile UX London, a one-day User Experience & usability conference to learn and develop skills in Mobile User Experience in
Read More
UX Influencers 2017 You Should Follow: Top 10 people in UX

Compare the Market – User Centered Design Principles

 At compare the market.com we’ve always focused on customer needs when designing and building our products. Over the last couple
Read More
Compare the Market – User Centered Design Principles

7 Designing Tips AI with ChatBots – MUXL March Meet-up

Everyone was kicked backed and relaxed with a beer ready to hear the insights that David Contreras had to give
Read More
7 Designing Tips AI with ChatBots – MUXL March Meet-up

UX Jobs and Careers – How does your Pay Compare?

Are you wondering how much your work colleague makes? Are you planning on transitioning to a UX jobs but you’re
Read More
UX Jobs and Careers – How does your Pay Compare?

Meet One of Our Trainers: Dimitris Kontaris – UX Consultant

Dimitris Kontaris, currently working at HSBC Retail Banking and Wealth Management as a Senior UX Consultant, Dimitris has worked with
Read More
Meet One of Our Trainers: Dimitris Kontaris – UX Consultant

What will be the biggest UX trends in 2017? MUXL asks the experts!

In 2016 we witnessed the rapid explosion of UX in IOT and AI, bridging the gap that has traditionally existed
Read More
What will be the biggest UX trends in 2017? MUXL asks the experts!

One Device: The next big thing to replace all other devices

All smartphones will become obsolete by the end of 2018. They might share their fate with the laptops, eBook readers,
Read More
One Device: The next big thing to replace all other devices