Los Angeles, California, United States

It’s going to be a packed day. We start earlier in the day. Imagine taking the Expo Line to Santa Monica where Philosophie will be so graciously hosting us. There will be breakfast food and caffeine. A warm welcome from an excessively giddy Grace. A keynote that will bring us to the moon and back. You’ll be an information superhero, a mentor to your new and old UX friends. There will be tacos to nourish us, topics to keep our minds buzzing.

A content modeling workshop that’ll bring you places. A panel that will keep you on your toes. A blurry round of lightning talks zapping you from everyday IA to Big IA, messy IA to My IA. You’ll go home with your minds abuzz, the words of the last speaker still roaring in your ears -- all the impact you’ll have! The things you’ll do! The people you’ll have talked to!

It’s going to be amazing. New faces. Familiar faces. More diversity. And, remember to follow us on Instagram @wiadla for stories and photos!

Are you ready for it?


1615 16th St, Santa Monica, CA 90404
Street parking, $2 Metro parking, or take the Metro Expo line to 17th/SMC
Street parking, $2 Metro parking, or take the Metro Expo line to 17th/SMC. The building with the circle window is Philosophie.
  • Street parking
  • $2 for 24 hours at the Metro Expo Line parking lot next door
  • Take the Metro Expo Line to 17th/SMC Station
Program Schedule
8:00 AM - 9:00 AM
Registration & Networking
9:00 AM - 9:15 AM
Welcome & Introductions

Presented by:
Grace Lau

9:15 AM - 10:00 AM
Shoot for the Moon: How UX Strategy can transform the world

User experience (UX) strategy lies at the intersection of UX design and business strategy. This talk delves into this crucial practice, which relies on empirical, lightweight tactics for pushing cross-functional teams toward a unique digital solution that customers want. Jaime will discuss her role in defining the UX Strategy for the futuristic transportation system called Hyperloop.

Presented by: 
Jaime Levy - Author, college professor and User Experience consultant

10:00 AM - 10:30 AM
Be An Information Superhero

Did you know that as a digital professional you have a superpower? You have the skills, gumption and connections to curate, create, structure and disseminate information with a speed and a reach unlike any other time in human history. After this talk, you'll emerge with an S on your chest and the knowledge that you truly do have the ability to save lives, to vanquish the status quo and to change the world. 

Presented by: 
Taj Bates - Digital Consultant & Entrepreneur

10:30am - 10:50am
Morning Break

Sponsored by:

Perficient Digital

10:50 AM - 11:20 AM
The Numbers Behind Visual Content: Are Your Pictures Worth 1,000 Words?

You start with a big gray box. The hero image. A promotional photo. “Picture goes here.” But is your visual content working as hard as it could? Does it support other content? Other interactions? The rest of the design? I’ll demonstrate my photography optimization system, showing how to objectively -- well, mostly objectively -- judge visual content on a 1,000-word scale, so you can select (or help select) better images for your websites and apps.

Presented by:
Eric Beteille - Senior Content Strategist, The Walt Disney Company

11:20 AM - 12:15 PM
Other People's Problems

Mentoring can be hard; asking for help can be scary, and giving it can be even worse, but no more! Watch breathlessly as Lynn and Chris reveal the secrets of top mentors!  Thrill to exotic tales of mentoring in the wild! Learn the one easy trick to getting twice the help in the half the time! Bring your business card and an open heart as we share the secrets to world-class peer-mentoring.

Presented by:
Lynn Boyden - Information Architect at USC and Adjunct Lecturer at UCLA.​​
Chris Chandler - Product Strategy Practice Lead at Philosophie

12:15 PM - 1:45 PM
Lunch and Learn

Tables are themed. You are welcome to seat yourself by theme of interest.

Sponsored by: TEKsystems Digital Services

1:45 PM - 2:15 PM
How data becomes information at Metro

We live in extraordinary times. While Los Angeles presents some of the toughest mobility challenges in America, the world is experiencing levels of transportation innovation unprecedented in recent memory. And these changes are in turn redefining what an agency like Metro should be.

Metro is a treasure-trove of data. But what data is usable, what data is customer-friendly, what data is relevant? Learn about how Metro transforms transit data to customer information in Apple Maps, Google Maps, and countless other travel apps.

Presented by:
Colin Peppard – Innovation Manager for Outreach and Strategic Relationships, Metro
Lan-Chi Lam – Director of Communications, Metro


2:15 PM - 3:10 PM
Converging Roles and Disciplines: UX/IA/SEO/Content Strategy

In today’s world, organizations are required to rethink how to architect and manage information to maintain a competitive and organizational edge. Many are embracing strategies that are more flexible, moving away from isolated systems and departmental silos. These organizations recognize the need for information to be structured so that it is clear, usable, findable and understandable.

As information architects, taxonomists, content strategists, UX designers, what are your perspectives on how you approach information strategy and structure? How does your work align with the work by SEO and BAs?

The aim is to identify how closely aligned these various practices are and how their applications of information strategy and structure may provide real benefit for the theory and professional practice of user experience design and eventually, the quality of everyday life and work.

Jennifer McCutchen - Content Strategy Lead, Fjord

Lizzy Bentley -  Principal, Story by Design
Elaine Chu - Director of Taxonomy, Tradesy
Amy Haupl - Sr. Director, UX Design, Research and Strategy, LegalZoom
Jackie Joyce - Sr. Manager, Content Merchandising, Netflix
Carol Rossi - Sr. Director, User Experience Research, Edmunds



3:10pm - 3:30pm
Afternoon Break

Sponsored by UCLA iSchool

3:30 PM - 3:40 PM
Lightning Talks - Agile Heuristics

A tool for implementing IA heuristics with every design

By the end of this lightning talk, you will have a useful tool to apply IA heuristics for every agile design project. This will help increase the design quality consistency, solidify the UX team credibility, and apply high standards to design excellent experiences.

Presented by: 
Lara Fedoroff - Host and Founder, UX-radio

3:40 PM - 3:50 PM
Lightning Talks - More Than The Game

More Than The Game: The Extensive World of a League of Legends UX Designer

An inside look at the surprisingly expansive and challenging UX problem spaces of one of the most played video games in the world: League of Legends. Will focus on the growing opportunities for UX Designers in the gaming industry.

Presented by:
Weszt Hart - Senior UX Designer, Riot Games

3:50 PM - 4:00 PM
Lightning Talks - Spokeo Personas

A look at the need for personas, how to gather your research, analyzing the data, selling it to your stakeholders, and using it to drive your design thinking.

Presented by:
Eugene Kim - UX Strategist/Designer, QuanticMind

4:00 PM - 4:10 PM
Lightning Talks - Team Safety: How to measure and develop high performing teams

Team Safety is crucial to building an effective, high performing team, which values trust, transparency, and collaboration. This talk will cover what team safety is, why it’s important, how to measure it, and some tips and tactics for improving it. 

Presented by:
Sarah Stern - Director of Service Design, LootCrate

4:10 PM - 4:50 PM
Closing Talk

Presented by:
Nate Bolt - Founder, Ethnio

4:50 PM - 5:00 PM
Closing Remarks and Raffle

Presented by:
Grace Lau

Speakers & Presenters
Jaime Levy
Jaime Levy
JLR Interactive

Jaime Levy is an author, college professor and User Experience consultant based in Los Angeles, California. Her top-selling O'Reilly Media book "UX Strategy: How to Devise Innovative Digital Products that People Want" explores the intersection of business strategy and UX design. Jaime heads a consultancy called JLR Interactive that caters to startups and enterprises, helping them transform their business concepts into innovative and scalable online solutions. She conducts workshops worldwide and also teaches a graduate level UX design and strategy course in the Viterbi engineering school at the University of Southern California. To learn more about Jaime Levy, look her up on Wikipedia and LinkedIn.

Tajuana Bates
Taj Bates
Digital Consultant & Entrepreneur

Taj Bates is a digital strategy consultant, journalist, educator and adventurous traveler who has journeyed through dozens of countries and locales across 6 continents.

For nearly 15 years, she has shepherded the strategy, design and production of digital marketing projects for nonprofits, government agencies, SMBs and Fortune 500s.

Most recently, she is the author of California Insider, the world’s first all-digital guide to California’s Must Sees, Must Dos & Must Eats that makes planning and exploring a breeze and your vacation or staycation an awesome and unforgettable experience—whether you are a pre-planner or someone who likes to wing it on-the-go!

She is also the author of The YOLO Guide to California, a groundbreaking series of travel guides in paperback (forthcoming).

Eric Beteille
Eric Beteille
Senior Content Strategist
The Walt Disney Company

By day, I’m a Senior Content Strategist at Disney Parks & Resorts Digital, contributing to websites, apps and other digital experiences for guests at Disneyland Resort and more than 10 other vacation destinations around the world. By night, and by weekend, and by any other time off, I walk around shooting people, animals, cities and scenery. (Don’t worry, it’s always with a camera.)

Lynn Boyden at work
Lynn Boyden
Information Architect and Adjunct Lecturer

Lynn Boyden earned the MLIS at the UCLA library school in 1997 and started her first job as an information architect the day that the web bubble burst in 2000. Later she worked with the Symantec web team, where she owned the user experience of search and pioneered the use of search analytics to improve findability of key content.  After a brief stint at Yahoo! in Santa Monica, she ran the Los Angeles office of FatDUX, numbering among her clients UCLA, the Los Angeles County Museum, the University of Illinois, and KBHome.  She is now Information Architect at the University of Southern California.

She regularly teaches user experience design in the MLIS program in Information Studies at UCLA. Since 2004 she has been an instigator of the IA Slam team, and as a result can now hold forth on such valuable topics as refrigeration technology, retail marketing and service, business entertainment destinations, time travel, tweeting from the afterlife, and 18th century piracy in the Spanish Main.

Chris Chandler
Chris Chandler
Product Strategy Practice Lead

Launching successful software projects requires clear business goals, a proven technology delivery methodology, and a commitment to design excellence in the service of your customers. I've been obsessed with balancing these forces for most of my career and I think I'm beginning to understand how to put it all together. I've spent the last decade creating world class innovative solutions for Disney and Fandango and I've recently joined Philosophie to help create amazing products for our clients using leading edge methods for timeless design.

Amy Haupl
Amy Haupl
Senior Director, UX Design, Research and Strategy

I consider myself an experienced experience designer. (And no, that isn’t a typo.) Throughout my career, I’ve collaborated with a wide range of teams and clients to create beautiful, functional, approachable experiences in both the digital and physical worlds. I help clients tackle the “hairball” projects—complex, head-scratching business problems that no one else seems able to crack. Whether I’m developing website architecture and wireframes, user-testing prototypes or overhauling complex business systems, I look at the issue from different viewpoints, ask a ton of questions and work quickly to identify answers. I engage with companies hands-on, digging in to understand their people and processes, defining their problems and leading their teams to uncover and implement smart solutions.

Elaine Chu
Elaine Chu
Director of Taxonomy

Elaine Chu is the Director, Taxonomy for Tradesy, a leader in the online peer-to-peer women’s fashion resale marketplace. She is a passionate advocate for effective and user-friendly classification systems.

Prior to joining Tradesy, Elaine spent four years at Netflix. While there, she refined and expanded the categorization and tagging systems that power their personalized movie and TV recommendations. Elaine launched several projects at Netflix, including Netflix Kids, and the expansion of Netflix streaming into Canada, Latin America and the United Kingdom. She also helped start the "Women at Netflix" networking group.

Elaine is a veteran of Amazon.com, Nordstrom.com, and ZAAZ (now Possible, part of WPP Digital). She has done taxonomy consulting work for some of the largest brands in the world, including Nike and Microsoft.

Elaine holds a Master's in Library and Information Science from the University of Washington. She resides in Santa Monica, California.

Lara Federoff
Lara Fedoroff
Host and Founder

Lara’s background includes designing and launching successful products, owning a UX consulting firm, managing multiple clients at agencies, teaching user experience, and leading UX teams.

She currently serves on the IAI Board of Directors as the Communications Director, has served as the Global Executive Producer for WIAD 2015 and led the Los Angeles WIAD in 2014. Lara is also the host and founder of UX-radio, a podcast about IA, UX and design. 

She’s designed for industries including academic, automotive, finance, gaming, healthcare, insurance, retail, and telecommunications while delivering cross-platform solutions for iOS, Android, mobile web and desktop. Brands include eHarmony, Farmers Insurance, Apartments.com, LA Clippers, Intuit Quickbooks, UCLA, Mitsuwa, Kelley Blue Book and ARCO.

Find her on twitter as @ux-radio and @lara_fedoroff


Eugene Kim
Eugene Kim
UX Strategist/Designer

Eugene is currently UX Strategist/Designer at QuanticMind and has worked in user experience for more than 17 years. He conducts user research to understand user needs and applies best practices to his interface designs.

Before joining QuanticMind, he worked at companies such as Spokeo, Ticketmaster, AT&T Interactive, Disney, IGN/Fox, and EarthLink. He studied Broadcast Journalism and has run his own barbecue stand at the Old Pasadena Farmers Market.

Weszt Hart
Weszt Hart
Senior UX Designer at Riot Games
Riot Games

Musician turned designer, Weszt wants to solve the world's toughest UX problems and make software feel like music. Currently he is a Senior UX Designer at Riot Games, specializing in social design, where he leads UX for several teams developing innovative social features for millions of League of Legends players worldwide. 

Weszt (pronounced “west”) started his career creating band posters and websites, parallel to signing to an indie music label, recording, releasing records, touring, and opening for names like Drowning Pool, Better Than Ezra, and The Fixx. Along the way, he taught himself design and code, eventually developing solutions for Riot Games, Walt Disney World, Lifestyle Media, Hooters Calendar, Hilton, Laser Institute of America – among others.

Carol Rossi
Carol Rossi
Sr Director, User Experience Research

For 20+ years, Carol Rossi has been conducting research to create experiences can increase both user happiness and revenue. Carol has led user experience research teams at brands like Kelley Blue Book and Edmunds. Carol has extensive experience as an educator, having taught many dozens of designers, product managers and other technologists to run their own research. Carol is on the advisory board at Santa Monica College’s IxD program and created and taught the first Design Research course there. Carol was featured in Steve Portigal’s Dollars to Donuts podcast highlighting people who lead user research organizations, and her story Driving Force appears in the Doorbells, Danger, and Dead Batteries book of field research war stories. She taught yoga for 12 years, is a dance and art fan, and serves on the marketing committee for DIAVOLO Architecture in Motion.

To learn more about Carol go to carolrossi.com.

Jackie Joyce
Jackie Joyce
Sr. Merchandising Manager, Enhanced Content

With over two decades in the field of entertainment research and content strategy, Jacqueline currently leads Netflix's Content Merchandising team, which has transformed the art of personalized movie and TV recommendations. Blending metadata, tags and curation with finely-tuned algorithms, the team produces over 80,000 personalized genres that deliver a customized Netflix experience for 85 million users around the globe. Whether it's "Scary Serial Killer TV Shows Based on a Comic" or "Steamy French Thrillers Featuring a Strong Female Lead," Jacqueline's team of movie and TV experts have curated a category for any mood or movie preference, ensuring that every Netflix member is connected to old favorites or discovers new content with every visit.

Lizzy Bentley
Lizzy Bentley
Story by Design

Lizzy solves problems by telling stories. Her consulting practice, Story by Design, spans both film and digital projects bringing innovative research methods and narrative strategies to products, services and entertainment. Lizzy’s clients have included Farmers Insurance, Rubin Postaer and Associates, the O'Neal Strategy Group, and Alaska’s General Communications, Inc. And she was the User Research Director for WIAD14!

Films produced by Lizzy have been invited to Cannes, Sundance, the Berlinale, the Film Society at Lincoln Center and MoMA. Her script for NANKING was nominated for a Writers Guild of America Award and short-listed for an Academy Award in the documentary category.

Currently she is producing RADEGUND, a feature directed by Terrence Malick. Lizzy received her MFA at USC’s School of Cinema/Television and her BA at Harvard.

Sarah Stern
Sarah Stern
Director, CX Research, Insights & Strategy
Nate Bolt
Nate Bolt
Founder, Ethnio

Nate is the founder of Ethnio, a UX research software company located in Hollywood. He was formerly the CEO of Bolt | Peters, which was acquired by Facebook in 2012, where he managed design research. He’s the co-author of Remote Research and was an adjunct professor at the SVA Interaction Design program.

Jennifer McCutchen
Jennifer McCutchen
Content Strategy Lead

Jennifer McCutchen is a content strategy lead at Fjord. She helps clients in a variety of industries tackle some of the most complex content problems. Drawing on more than 10 years’ experience in both print and digital media, Jennifer applies a human-centered approach to design meaningful content solutions. She believes the frontend content experience is only as good as the backend processes and tools that power it, and she strives to create holistic strategies that meet the needs of both content creators and content consumers. Her skillsets include strategic planning, user research and analysis, information architecture, and content development and management.   

Lan-Chi Lam
Lan-Chi Lam
Director of Communications
Metro Los Angeles

Lan-Chi is Director of Communications for Metro (Los Angeles County Metropolitan Transit Authority). Her team is responsible for designing, implementing and maintaining Metro’s customer facing online properties that include websites, mobile apps, blogs, social media platforms, kiosks, and developer data. 

Lan-Chi is a design professional with 15 years of experience spanning news, media, software, internet, technology, and government. Prior to Metro, she has held full-time positions at Apple, MSNBC.com, and EMC/Documentum (now Dell EMC). Her work in the private and public sector have garnered recognition from Time Magazine, Fortune Magazine, and the Webby Awards.

She recently joined the Board of Governors at Otis College of Art and Design in Los Angeles.

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