Barcelona, Spain

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Saturday February 18th, 2017

World IA Day Barcelona is back again! We will join the international community in celebrating the practice and education of Information Architecture. This is an event taking place in all corners of the globe from Los Angeles to London, from Stockholm to Sydney, and from Barcelona to Boston.

Join us for a whole day full of great talks, amazing UX and IA professionals and learn from the best.

It is a FREE design conference that celebrates organisation and structure for understandability and accessibility. If you would like to attend our celebration, register now and save your seat in the conference!

The goal for this day is to promote the practice and education of Information Architecture so you will find it useful if you are involved in: User Experience Design, Visual Design, Development, Content Strategy, Product Design, Service Design, Project Management, Product Management, Digital Strategies, and any other innovation driven industry.

We look forward to seeing you!

You can also sign up for email updates to receive WIAD 2017 Barcelona news.


CaixaForum Barcelona
Av. de Francesc Ferrer i Guàrdia, 6-8, 08038 Barcelona
Aula 1
Program Schedule
09:00 - 09:30
09:30 - 09:55
Welcome & Kick-Off
09:55 - 10:20
"Great UX, Great Business" - Understanding the business to deliver good UX

Nowadays it's natural to think about companies as products, products as user experiences, and good user experiences as good business… but company goals and designs have not always been on the same page. The symbiosis between Business and UX has evolved over the years, and it’s shaping the way we Designers think and craft products. In this talk, Turo will share his thoughts on how UX roots are deeply connected to the core of the business, the need to embed UX into the company strategy, and how is key for designers to be aware of the business path, many times influenced by a wide spectrum of factors often not related with interfaces, pixels and user interactions.

10:20 - 10:45
“Get rid of silos and start to work together” - Ignite your corporate structure by adapting Design Thinking techniques

A showcase of new Design Thinking approaches to break down the old and rusty organisation structure. How much more efficient, coherent and valuable work can be if we get rid of the silos and start working together, as one team, with good defined challenges that are understood and accepted by all team members? If you want to be a successful rebel in your organisation changing your workplace, understanding the huge problem that it has - corporation awkwardness -, this presentation is addressed to you! Innovators and leaders of digital transformations inside organisations.

10:45 - 11:10
"IA wide open!" - Bridging the gap between data and action

This session will demonstrate how Design Principles, Human-Centered Design, and Data Visualisation can be combined to develop easy-to-use interfaces that bridge the gap between data and action. No matter if you’re a policy maker or member of the public, we all make decisions, and data can help us make them more wisely. Using examples from his own work, such as Global Forest Watch and PREP, Sergio will share his experience on how to make data accessible, understandable, usable and impactful.

11:10 - 11:45
Coffee Break & Networking
11:45 - 12:10
"Informing Decision-Making" - Lessons learned from planning regional digital solutions with multicultural teams

Jorge will discuss three cases of projects where information architecture strategy was: 1) useful to improve a current solution, 2) useful to stop developments and rethink 3) useful to take an alternative development direction. He will share with us common gaps strategic teams face, and some tips to keep high-level discussions moving forward. 

12:10 - 12:20
Lightning Talk
12:20 - 12:30
Lightning Talk
12:30 - 12:40
Lightning Talk
12:40 - 13:05
"IA in eHealth" - Doctors and patients designing together

Several eHealth products are usually developed as technology projects rather than tools to support healthcare workers. Patients need the right information at the right time. Healthcare professionals bring the important information to the surface. How to use User-Centered Design techniques to convince doctors to work together with other professionals and patients? Designing together is the solution!

13:05 - 13:50
"Experience, Mapping, and Evolution" - Expanded understanding for experience mapping

Experiences make up our lives. Over time and in aggregate, our experiences have the power to influence the direction of society. We need evolved tools and methods that are capable of evaluating and progressing these experiences. Mapping is a technique that has been around since early man, and its usefulness and sophistication has grown, as evidenced in many modern fields, including UX with its practice of experience mapping. We can discover ways to extend our overall understanding of experience mapping by looking at how it’s being used by UX practitioners today, learning from other fields’ current mapping activities, and understanding the historical context of mapping. Our ability to evolve UX tools such as experience maps can have a direct effect on the evolution of humankind. 

13:50 - 14:00
Final Announcements & Giveaways
14:00 - :D
Drinks & Networking
Speakers & Presenters
Angela Pesta picture
Angela Pesta
UX Director
eDreams ODIGEO

Angela Pesta is a UX leader and practitioner of 15 years. She is currently the UX Director at eDreams ODIGEO in Barcelona. Most recently, she's been working at Tesco in London, establishing best practices in UX and delivering experiences for products like Clubcard,, and hudl. Prior to that, she spent 7 years at Amazon in the US, primarily working on the Amazon Kindle team where she headed up the Kindle Store UX across the web, Kindle e-ink readers, Kindle tablet, the Amazon Fire phone, and other mobile devices. Before Amazon, Angela worked in the Silicon Valley at financial and tech companies. She has a master’s degree in industrial design from the department of Design and Industry at San Francisco State University.

Sergio Estella picture
Sergio Estella
Chief Design Officer

Sergio co-founded Vizzuality, a Spanish data visualisation firm with international impact that has offices in Madrid, Cambridge and Washington DC. As Vizzuality’s Chief Design Officer, Sergio has worked with different UN agencies, the White House, and organisations that include World Resources Institute, World Bank, NASA and Google. Sergio’s work flows through data visualization, information design and UI design, with a special focus on geo-information, map-based visualizations and geospatial data interaction focused on user-centered design. With almost 20 years experience, Sergio’s career began as a web designer and art director during his final year of a combined Interior Design and Fine Arts degree at Universidad Complutense de Madrid. His interest in interactive user experiences, information design, and brand development was deepened by a design course at Colchester Institute and since then he’s been writing about brands and their behaviour. Most recently, Sergio studied for a Masters in Information and Knowledge Society.

Jorge Sneij picture
Jorge Sneij
Lead Consultant

Jorge, educated as an engineer, is an avid non-stop self-learner and a team builder. Has professional experience of working with private sector, multilateral agencies, and regional governments. He has been involved providing strategic digital support for the World Bank, United Nations, and regional governments in the Middle East and North Africa, and Western Africa. Jorge is the co-founder of RIZOM and is passionated about Strategic Design. 

Bartosz Balewski picture
Bartosz Balewski
Managing Partner

Bartosz is an owner of a small Strategy Design agency in Warsaw, Poland. Together with his business partners, they work on user experience, digital marketing strategy and culture transformation projects for large organisations and start-ups.  He is also a UX/UI Expert at Google, and has a master degree of Social Psychology and Cognitive Science.

Turo Sanabria picture
Arturo Lopez Sanabria
UX Lead
eDreams ODIGEO

Argentine designer based in Barcelona, currently leading a UX Team at eDreams ODIGEO. Passionate about products, communication, and business. His more than 15 years of experience covers a wide range of design practices: as a young designer he worked in advertising for press and newspapers, designed posters and stickers, coded flash and HTML websites, and founded a design studio. During the past six years, he designed in house for LetsBonus, directed the Art and UX team at Resto-in, and joined eDreams ODIGEO.

Jelto von Schuckmann picture
Jelto von Schuckmann
Product Designer

Jelto is a self motivated forward thinking Product Designer working for a eHealth start-up in Toulouse, France. He believes that good design is usable, simple and attractive, and requires a fine balance of user empathy, usability, aesthetics, keen business acumen, and a deep understanding of the users.

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