What “User Experience” Means to a New Business

  • November 26, 2012 · 6:00 PM
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What do your site users need? How do they feel about using your app? Are they succeeding at what they came for, or is your product failing them in some way?

Sure, you have a great business idea. Sure, you hired (or are) a rockstar coder and a graphic design guru. But who’s thinking of the end user? Who’s identifying and planning for their needs before you release that product?

Baltimore Lean Startup brings together experts in user experience (UX) in a 2-hour session to brief you on your users.


PART 1: User Experience/UX Strategy (Joe Natoli)
- The What: What is UX Strategy?
- The How: Focus + Definition + Value + Scope

PART 2: Design (Karin Tracy)
- Information architecture, wireframe development and the importance of information hierarchy
- User interface design
- Infographics as visual tools

PART 3: Usability Testing as Validation (Amy Rubino)
- What usability means
- What usability testing is and why it’s important to do     
- How usability testing can be integrated into the Lean Startup process    
- How to do usability testing on your own to validate your websites and apps


JOE NATOLI, customer/user experience evangelist (LinkedIn / @joenatoli)
KARIN TRACY, graphic & web design (LinkedIn)
AMY RUBINO, user experience architect (LinkedIn / @amy_rubino)


CATHARINE ROBERTSON, web strategist + information architect (LinkedIn / @cathro)


Join or login to comment.

  • A former member
    A former member

    Honored to be in the room with such sharp minds -- meaning the audience as well as my fellow presenters. There is power in knowledge, and even more in exchanging it. Kudos to Heather Bradbury at MICA and Sarge Salman for putting it all together.

    November 27, 2012

  • Van


    November 27, 2012

  • Sarge S.

    Great lineup of speakers discussing the fundamentals of design and user experience, ignore their advice at your startup peril!

    November 26, 2012

  • Gus S.

    Happy to offer my mobile (iPhone) app as a guinea pig. About to go through a usability testing phase with it next month. NestPix: https://itunes.apple.com/us/app/...­

    1 · November 23, 2012

    • Amy R.

      Hi, Gus. Maybe we can do a quick usability test of the website since it will be easier to project from a laptop with the setup for this evening. Thanks.

      November 26, 2012

  • Gus S.

    Found this nifty site for user testing mobile apps, with video feedback from real users: https://www.usertesting.com/mobi...­

    There's also Betapunch.com, a local site that does desktop web testing for a good price.

    November 23, 2012

  • A former member
    A former member

    Looking forward getting insight into the design process, seeing old freinds, and connecting with new ones. My company, PrintLess Plans, is seeking graphic, web, and product design support. Contact me@


    See you Monday.

    November 23, 2012

  • James F.

    If you'd like, I've got the prototype for a project that I'm working on that I'd be able to offer up for consideration/group input.

    November 7, 2012

    • James F.

      Not quite yet. Actually, I'm meeting with a designer on the 26th, so let me get back to you on my offer for a future meeting

      November 17, 2012

    • Amy R.

      Sounds great.

      November 17, 2012

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