San Francisco, California, United States

World IA Day San Francisco

Saturday February 18th, 2017

Please note that we have a last minute change of venue due to emergency evacuation in San Francisco. The event will now be held at Covo on 981 Mission St.

World IA Day will be back to San Francisco on February, 18 2017. This year's theme is 'Information Strategy and Structure'. The event is now sold out!

Check out the pictures clicked by Deanna Swanson and Lisa Ellis on Google Photos Check out the talks from last year's event at WIAD SF 2016 videos courtesy of Vinayak Hebbagil.


Please follow us on Twitter: @WIAD_SF and Instagram: WorldIADaySF 

Use #WIADSF, #WIAD17 while tweeting 


Shweta Shidhore (Organizer), Julia DeBari, Deanna Swanson, Andrea Libelo, Chériana Griggs (Organizing Team)


981 Mission St. San Francisco 94103
Program Schedule
8:00 am - 8:45 am
Breakfast and Registration
8:45 am - 9:00 am
Welcome Remarks - Shweta Shidhore
9:00 am - 9:45 am

Opening Keynote: Alan Cooper, Cooper

Delivering Delight

In this talk Alan presents some intriguing thoughts about what really matters when you are trying to innovate in the digital world. While some might say it’s about the latest technology, Cooper casts a wider net, looking at movies, management, and the ancient wisdom of Native Americans to make his case that a delighted user is the bedrock of any successful technology business.

9:45 am - 10:30 am

Thu-Ha Nguyen, Brit CavaSlalom

Our Human Brain is an IA Master

To create meaning in a complex and chaotic world, we architect our experiences into recognizable bits of information. Building upon millions of years of evolution, let’s explore a few reasons why (and how) the human brain masterfully processes information and how you can apply this knowledge to design more effective experiences.

10:40 am - 11:15 am

Carina Ngai, Blippar

The Design of Emerging Technologies

How would you design for a product/market that doesn't even exist yet? With Augmented reality, product designers often face the challenge of retrofitting technology to create meaningful values and experience.  

In this talk, I will share my experience in designing products for the AR space, and how we gathered inspiration to take the initial steps into the mass adoption of this new technology. From exploring new modes of communications, learning behavioral cues and figuring out the right kind of questions to ask, I'll discuss some unique design challenges with this emerging technology.

11:15 am - 12:00 pm

JD Vogt, Salesforce

Designing for Intelligence

While our user's goals often remain the same, the way they discover, understand and act on information is a changing landscape. We'll survey some of those changes, focus on what users are really trying to achieve and share emerging patterns and practices. 


Amy Lee, Salesforce

Smarter Dummies: Plausible Graph-Generated Random Data Sets

What happens when "lorem ipsum" just doesn't cut it for placeholder data? You make a bot that grows its own data! Experience the complexities of a deeply-connected data set, modeling the lifecycle of human behavior, why it's hard to generate plausible data, and how a more intelligent generator can influence the future of design and user research.

12:00 pm - 1:15 pm
Lunch (on your own)
1:15 pm - 2:00 pm

Kate RutterIntelleto

Informative Architecture: From Foundations to Flourishing

Recent years have been a whirlwind for user experience design, and IA has ridden shotgun all the way. With the proliferation of digital products, smart devices, and inventive technologies that both produce and consume information, we have our work cut out for us. But maybe we've lost sight of the fundamentals that form the foundations of our work? In this talk, we'll reconnect with the core principles and practices needed for IA to flourish in the years ahead.

2:00 pm - 2:45 pm

David Peter SimonAtlassian, Giselle RahnQuoraGreg WallochLinkedIn, Julia DeBariGrowthX. 

Moderated by Emma Sherwood-ForbesCooper 

Perspectives on Information and Strategy

The way we structure our products informs the way we structure our teams, and vice versa. How does the way we think about design shape what we make and who we work with? How can disparate groups build something cohesive? Panelists will talk about all this and more, discussing their paths to design, ways to get siloed teams working towards the same vision, and the things the next wave of designers must learn.

2:55 pm - 3:40 pm

Closing Keynote: Jorge ArangoFuturedraft

Leaving Our Mark

Look around you. You are surrounded by physical environments — buildings, cities — that have endured the test of time. They play a large role in your ability to be effective in the world.

Digital environments, on the other hand, are among our shortest-lived artifacts: they quickly become outdated as technology evolves. And in many ways, they are taking over from physical environments as the contexts in which much we spend much of our time. Information architects can and should design that stand the test of time too.

In this closing keynote, we will look at information architecture as a discipline in the broader context of design for purpose, and how as an information architect you can leave a mark that endures.

3:40 pm - 4:00 pm
Raffle and Giveaways
Speakers & Presenters
Alan Cooper
Alan Cooper

Alan Cooper co-founded Cooper in 1992. He is widely known for his role in humanizing technology through his groundbreaking work in software design. He is also the author of the books About Face: The Essentials of Interaction Design (editions 1-4) and The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity. Widely recognized as the “Father of Visual Basic," Alan also created the goal-directed design methodology and invented personas as practical interaction design tools to create high-tech products that delight users' sensibilities.

Thu-Ha Nguyen
Thu-Ha Nguyen

Thu-Ha has been passionately creating collaborative, forward-thinking experiences for over 20 years. In her current role as Experience Design Practice Leader, Thu-Ha brings her extensive creative abilities, vast knowledge of product design, unparalleled work ethic and exemplary leadership skills to bear for Slalom Consulting's Silicon Valley practice. She leads her team and clients to create compelling, human-centric and targeted brand experiences for the largest companies in the world. With an ever-growing roster of tier 1 clients like Apple, AT&T, CBRE, GoPro, Visa and VMware, she is proud to represent the burgeoning culture of new Women Leaders in Silicon Valley who are elevating the story of female executives in tech.

Thu-Ha is also a recipient of the National Academy of Television Arts and Sciences highest honor, the EMMY award for excellence in her field. She currently enjoys the thrills of work in Silicon Valley and life on the beaches of Half Moon Bay.

Brit Cava
Brit Cava

Brit Cava is a Consultant in Slalom’s Information Management & Analytics practice based in Silicon Valley California. She specializes in data visualization and analytics that help businesses thrive and inspire action. Her visualization work and thought leadership has earned her the title of Tableau Zen Master for 2017, a recognition less than 30 people receive worldwide each year. She’s fascinated by the intersection of art and science and how the understanding of the two shape the way we visualize information. Brit is also the Co-Founder of a Bay Area group called She Talks Data which holds monthly meetups aimed at enriching, empowering, and connecting women in the data industry.

Carina Ngai
Carina Ngai

Carina Ngai is on a quest to define “the future of X”: always iterating and designing the design research process. Currently, she is the UX Design Lead at Blippar, an augmented reality platform that enables users to interact with physical objects in the digital world. She had been a Product Design lead in various companies. Among them were Google, Netflix, Samsung, and Adobe. Carina has been speaking about the practice of design research, interaction design, and inclusive design, in various design conferences such as IXD, UX Summit, and SXSW Interactive.

JD Vogt
JD Vogt

JD Vogt is a Design Architect at Salesforce and the UX lead for the Salesforce Lightning Experience where he focuses on ecosystem design, information retrieval and interaction patterns. His previous work has included clients such as National Geographic, NASA,  and JetBlue. JD has a MS in HCI from Carnegie Mellon and a BA in Music Theory/Composition from the University of Wisconsin ~ Eau Claire. He's also learning to bake apple pies.

Amy Lee
Amy Lee

Amy has been working with big data and information architecture problems since college. She seeks to make complex workflows understandable through interface design, animation, and alternate input methods including as sensors. Her latest projects involve the Salesforce Lightning Design System and leading the UX prototyping team.

Kate Rutter
Kate Rutter

Kate is an entrepreneur+designer and Principal at Intelleto, where she creates visual explanations that make complex ideas simple, memorable and shareable. Kate pioneered the UX learning track at Tradecraft, Co-founded, and was Senior Practitioner at UX consultancy Adaptive Path. She co-hosts the NSFW podcast What Is Wrong With UX with Laura Klein, tweets at @katerutter and blogs at

Julia DeBari
Julia DeBari
GrowthX Academy

Julia is a UX Leader, Educator, and Design Manager for academic institutions, enterprise corporations, and smaller companies. With almost two decades of industry experience as a UX Designer for companies such as Dell, VMWare, and TripIt; and agencies like Epsilon, Razorfish, SapientNitro, and MRM McCann, Julia is known for her UX mentorship and career guidance, and her ability to enhance the culture and morale of any team she leads.

David Peter Simon
David Peter Simon

David Peter Simon is a design researcher at Atlassian, an enterprise software company. His research orbits growth and insights, specifically to understand how collaboration tools augment teams and teamwork. Passionate about information architecture and community, he was the Global Executive Producer of World IA Day in 2016.

Greg Walloch
Greg Walloch

Greg is currently Senior Manager of User Experience at LinkedIn. Before that he was a product designer for 10 years at software companies like Yahoo, PayPal, eBay, PalmSource and Danger.

Greg strings together a unique combination of product, operations and people management skills. He is passionate about building teams, removing roadblocks and empowering designers to think outside the box while delivering their biggest ideas to market.

Emma Sherwood-Forbes
Emma Sherwood-Forbes

Emma is Cooper’s Associate Director of Product Design. She’s a committed generalist, a big picture thinker who also likes to dive into details. She has spent her career learning to find ways to discover the personal then translate it to design, balancing the power of “why” with the desire to have direct, tangible impact. 

Emma’s work at Cooper spans strategy, interaction design, and visual design. She has a special affinity for education technology and is committed to sharing her knowledge through Cooper Professional Education. Internally, Emma contributes to brand positioning, practice leadership, business development, and the ongoing battle over best coffee shop. Emma brings more than a decade of experience to the table, from consulting to in-house start-up work. When Emma's not at Cooper, she’s wearing another design hat as the Creative Director at City+County Bicycle Co. or taking time to read, paint, doodle, and relax in nature.

Jorge Arango
Jorge Arango

Jorge Arango is an information architect with 20 years of experience designing digital products and services. He's a partner in Futuredraft, a digital design agency based in Oakland, CA. Jorge has served the global UX community as president and director of the Information Architecture Institute and as managing editor of Boxes and Arrows magazine. He is also one of the co-authors of "Information Architecture for the Web and Beyond" the fourth edition of O'Reilly's celebrated "polar bear" book.

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