Arena UX

Join us on November 14, 2019!


On World Usability Day, which takes place on November 14, our event arena will transform into the Arena UX of tcworld conference 2019.

Place your users in the center of your work to create usable products and services from beginning to end. Fine-tune your content to optimize user interfaces, navigation paths and technical communication.


At the Arena UX you will gain insights into brain research and the aspects of usability, learn how customer-centered innovation can win in experience economy and meet UX experts at the Sketch& Design Meetup.

Stay tuned for more details, and mark your calendar for the Arena UX at day three of tcworld conference 2019!



The arena will be moderated by


Janina has been an evangelist for user experience and design at SAP since joining in 2014. By combining her background in marketing and her passion for design, she organizes networking opportunities, events, and online communities for design aficionados. That makes her a perfect co-organizer for the UX Arena. Catch her hosting on November 14 in Stuttgart!



The following presentations are confirmed:

Arena UX

Latest state of research brain / psychology

Prof. Dr. Kai-Markus Müller, HS Furtwangen10:00

Cognitive Aspects of Usability

This presentation reviews cognitive models technical communicators can use to design products that meet the usability expectations of different audiences.  The presentation will also note how these models can guide research, development, and design activities as well as enhance how individuals test the usability of different designs.

Kirk St.Amant, Louisiana Tech University10:30

The Ethics of UX

This year’s theme for World Usability Day is “Designing for the future we want” and in keeping with the theme, this lecture will invite participants to challenge their approaches to design thinking, and to clarify their intent. Processes are informed by intent, and we bring that intent to whatever we are working on—technical documents, websites, apps. While intent is often good, it can also be ill or misdirected, or perhaps just not thought through clearly. This presentation will encourage participants to think about intent, specifically: Guiding users without manipulating them/Collecting information about users without being invasive/Engaging users without encouraging addiction/Connecting with users without reinforcing biasesWhat we create has an impact on those who use it. In designing for the future we want, we need to constantly consider our impact, intentional or not.

Pamela Kostur, Centennial College11:00


Nicky Bleiel, IBM Watson11:30

Customer-Centered Innovation Approach to Win in Experience Economy

Following Design Thinking approach Bronislaw Tultschin supports his customers to discover their innovation potential and deliver desirable and viable solutions in the hands of their employees and customers. Learn from real customer project examples and discover the methods, skills and mind-sets identified by design-driven organizations that you can use on your own transformation journey

Bronislaw Tultschin, SAP12:30

Your Brain Doesn’t Like Complicated – Keep Your Graphics Simple!

Have you ever wondered how graphics work on our minds? Immerse yourself into the Gestalt-Principles and see for yourself how concepts like symmetry, anomaly and connectivity affect the users’ perception of visuals. Armed with this knowledge, you will then discover how these principles are mirrored by a User Assistance design trend called Simplified User Interface that allows you to create graphics that are simpler to understand and easy to consume.

Anton Bollen, TechSmith / Leonie Saremba, SAP13:00

Developing a Voice-Based Help Using Amazon Alexa

Most consumer applications and websites have an integrated chatbot. With the advent of AI, these chatbots are getting smarter, and consumers are becoming comfortable interacting with them. It's important that technical communicators learn the skills to create voice-based deliverables. This tutorial will provide step-by-step guidelines on how to build a voice-based help using Amazon Alexa.

Akash Dubey, iManage13:30

$#!t, Problem Ahead – Or How To Enhance The UX With UI texts

LOGIN IMPOSSIBLE!!” or “Invalid entry. Try again!” – We’ve all seen useless error messages like these and know that it’s frustrating to figure out what the heck it was we did wrong. Our customers are no different. And we don’t want frustrated customers, do we? Discover 10 golden rules for making the customer happy by improving the user experience (UX) with great UI texts and error messages! Because UX isn’t just about UI design! Swing by, see great examples, and do some detective work yourself!

Antony Santoro, SAP SE / Antonella Stella, SAP SE14:00

Social Cues in the Human-Chatbot Interaction

Chatbots are often promoted as an effective and innovative solution for modern customer interaction - unfortunately, interaction with chatbots often results in negative customer experiences. One reason for this is an insufficient design of the chatbots' social cues, which strongly influence the perceptions and reactions of users. In my presentation I will present current concepts and tools for the design of these social cues and give insights on how they can be used and applied.


Stefan Morana, Karlsruhe Institute of Technology (KIT)14:30

Sketch & Design Meetup - Lean Coffee Edition

Katharina Clasen, Information Lovers15:00