28-30 Sept.


Friday, 29 Sept. 14:00

User research : A love story

Oana Secara

20 min. talk
Conducting user research has never been easier: we can have users at our fingertips with just a press of a button. But when was the last time you met with them in their own environment?

Slides from the talk

Conducting user research has never been easier: we can have users at our fingertips with just a press of a button. But when was the last time you met with them in their own environment?

I believe that going on location is a vital piece of the research puzzle. In this session I will show how important is to allocate time to find the user in the real world and let them take you on a journey. Present a different way of look at the user research process.

Also I will share some of the experiences I had while conducting on location user research, moments when our users helped and guided me towards understanding them better. And the emotional journey they took me on.


Oana Secara

Oana is an experienced UX designer who fully believes the voice of the user should be paramount while designing anything. She is now working for Johnson Controls' customers, and in her free time she is constantly looking for new ways to incorporate her passion for gaming into day to day work activities.

Scheduled on

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User research : A love story
Oana Secara
Conducting user research has never been easier: we can have users at our fingertips with just a press of a button. But when was the last time you met with them in their own environment?
What's the Point of IA? It Depends. But Here's a Framework for Finding Out
Dan Ramsden
The framework is based on two main categories – Designs and People. User centred design rightly focuses us on ‘end-users’. But projects succeed when we’re able to work with other disciplines – sharing initial ideas, building a shared understanding and a ubiquitous language – working from abstract concept through to the audience experience. This framework helps you identify design challenges at different stages in that evolution – and suggests steps to create architecture to underpin that stage.
14:30 - 15:15


About EuroIA

EuroIA is the leading Information Architecture (IA) and User Experience (UX) conference for Europe.

EuroIA has travelled through Europe over the years: Brussels, Barcelona, Rome, Berlin, Paris, Prague, and most recently, in Amsterdam. In 2017 will be in Stockholm for the first time. Learn more about EuroIA.

EuroIA is organised by volunteers all around Europe, with three co-chairs, an active committee and over 35 country ambassadors. Find out who is who at EuroIA.

Välkommen in Stockholm

EuroIA goes to Stockholm, the Capital of Scandinavia, one of the most connected, environmentally friendly and creative cities in the world.

EuroIA 2017 will take place at Elite Hotel Marina Tower, situated in a historic mill on the waterfront, only a few minutes from the city centre.

Elite Hotel Marina Tower Stockholm,
Saltsjöqvarns kaj 25,
131 71 Nacka,
+46 8 555 702 00


Our sponsors

The following sponsors have already committed to EuroIA 2017:

Trivago is a hotel search which empowers more than 120 million travelers every month in their search for the ideal hotel. By using trivago, you can sift through over 900,000 hotel deals, from 250+ booking sites and hotel chains at once.

FatDUX: Headquartered in Copenhagen, Denmark, FatDUX creates innovative interactive products that improve the quality of people’s lives and improve their clients’ bottom line. These products include websites, intranets, software applications, and industrial interfaces. You’ll find FatDUX offices and representatives throughout Europe and the Americas.

User Intelligence: User Intelligence is a user experience design and evaluation collective based in Amsterdam, The Netherlands. Our consultants work on the design and evaluation of complex, interactive products and services, usually applications on websites, mobile phones, interactive TV, or desktops. We always keep the end-user in mind, without losing sight of the business context of our clients.

Tobii Pro, being a world leader in eye tracking products and services, helps business and science professionals gain valuable insights into human behaviour. Our innovative and high-quality eye tracking solutions capture human behaviour in a natural way, ultimately affording users access to valuable, objective data about real responses to stimuli..

Rosenfeld Media: Rosenfeld Media connects people interested in designing better user experiences with the best expertise available—in the formats that make the most sense, and in ways that demonstrate the value of UX.
As UX becomes mission critical for more industries, organizations, and people, they expect to be there—as a trusted source of really helpful, really valuable expertise that helps make sense of user experience design. is an industry leading prototyping platform which gives designers, entrepreneurs, and developers the power to create pixel-perfect web and mobile app prototypes that look and feel just like the real thing. All without a single line of code.

Balsamiq is the maker of Mockups the rapid wireframing software that combines the simplicity of paper sketching with the power of a digital tool so that teams can focus on what's important. Balsamiq is a small and personable company that competes on usability and customer service. Balsamiq believes work should be fun, and that life is too short for bad software.

Sketch gives you the power, flexibility and speed you always wanted in a lightweight and easy-to-use package. Finally you can focus on what you do best: Design.

GatherContent helps to take the chaos out of producing website content. The easy to use online tool helps you to organise your website content in one place, ensuring content is in the right structure, well written and ready for the CMS. We also help you manage workflow and approval processes, ensuring that content is complete and ready on time.

Great user experiences require solid consumer insight, brilliant digital design, and sustainable business models. This is the core of the digital transformation, and where we thrive – collaborating to turn your business strategy into profitable products and services that people love.

Axure RP gives you the wireframing, prototyping and documentation tools needed to make informed design choices, persuade any skeptics, and document your design... and maybe win a few fans along the way.

Optimal Workshop is the creator of a suite of usability tools to help improve your website navigation, define information architecture, understand first-clicks, capture qualitative research, and more.

What are you waiting for? Add your company’s name to this list...

EuroIA 2017 is also on Medium, Twitter, Facebook and LinkedIn. For help, ping the co-chairs Francis, Raffaella or Angus or drop us a line at info (at)