Barcelona, Spain

Barcelona - View from Park Güell

Saturday, February 24, 2018

World IA Day Barcelona is back for the 4th time! We will join the international community in celebrating the practice and education of Information Architecture.

This is an event taking place in all corners of the globe from Los Angeles to Rome, from Saint Petersburg to Tokyo, and from Barcelona to Boston. In thinking globally we're recognizing that the human condition is universal and by including a globally diverse audience, we innovate.

It is a FREE design conference that celebrates organisation and structure for understandability and accessibility. If you would like to attend our celebration, register now and save your seat in the conference!

The goal for this day is to promote the practice and education of Information Architecture so you will find it useful if you are involved in: User Experience Design, Visual Design, Development, Content Strategy, Product Design, Service Design, Project Management, Product Management, Digital Strategies, and any other innovation-driven industry.

We look forward to seeing you!

You can also sign up for email updates or follow us on Twitter to receive WIAD 2018 Barcelona news.


c\ Concepció Arenal 165, 08027 Barcelona
Program Schedule
Friday | 20.00 - 22:00
Community Drinks & Networking

Come meet the attendees, organisers and speakers at Garage Beers Co.

Saturday | 9:45 - 10:10
10:10 - 10:35
Welcome & Kick-Off
10:35 - 11:00
11:00 - 11:25
"Surviving as a UXer in a big organisation" - How to exceed as an Experience Designer in Tech and IT environments

Zaira will share in her talk why User Experience is so important from the smallest to the biggest projects. She will approach topics as UX strategy, processes and activities as key steps in a project definition while showing up 2 study cases.

11:25 - 11:50
11:50 - 12:20
Coffee Break & Networking
12:20 - 12:45
"What's up today on Netflix?" - How IA kills the OTT stars

As a result of their recent research of Over The Top (OTT) experiences at Medialab betevé, Mònica and Natàlia have discovered that the new audiovisual players (Netflix, HBO etc.) are changing the way people organize, search, find and consume audiovisual content. Now, more than ever, the media have the tools to impose how you will watch your favorite TV shows and movies. They set up a fragmented perception of reality. And although more and more content is available, the watchers continue to assume a passive role. They control our audiovisual experience. In this talk, they will explore the reasons and mechanisms behind this. We will see what challenges and opportunities we have as Information Architects to create a smarter and more human television.

12:45 - 12:53
"Menú de etiqueta" - Labeling attributes in web interfaces

Clarity, consistency, concordance, universality, conciseness, and precision. These are some of the indicators to evaluate the quality of the labeling system of a website that Alejandro will share in his lighting speech.

12:53 - 13:01
"Design Systems for good" - Impacting cross-team communication and processes

In her lighting speech, Denisa will talk how inconsistencies found in some modal windows got her and her team to create a design system, and how this has impacted their cross-team communication and processes.

13:01 - 13:09
Lightning Talk
13:09 - 13:44
"Behavioural Economics for Good" - Boosting innovation processes and developing real-world solutions

Today´s challenges for business are to reinvent their business models, to deal with unexpected competitors and to create new ways to capture value. These tasks demand new types of thinking that combines strategy, design and social sciences expertise to create innovative ways to compete. In this context, behavioral economics provides a number of examples of how irrational human beings can be. How might we boost attractiveness - Halo Effect - in digital banking products? How might we use the Bandwagon Effect to improve our customer experience? How might we design a service with Ambiguity Aversion in order to reduce pain points? There are many illustrations of how behavioral economics is helping improve decision-making but very few cases about how behavioral economics boost innovation processes. In this talk, Yoel will explore how principles as Halo Effect, Endowment Effect, Bandwagon Effect, Ambiguity Aversion or Optimistic Bias, can be effectively applied to developing solutions to real-world business problems for different sectors.

13:44 - 14:00
Final Announcements & Giveaways
Speakers & Presenters
Yoel Lenti
Yoel Lenti
Spain Director
Insitum EU

Yoel has over 17 years’ experience in strategic business projects to innovate in new products and services with end-user focus. He has collaborated with digital software companies using design interaction tools and applying ethnography to product/services design. He is the current Director of INSITUM Europe. He has developed projects for various industries, including financial services, FMCG, telecommunications, technology, and healthcare industries. Yoel is Bachelor of Industrial Design from the University Pompeu Fabra and has a Master in Interaction Design, from the same university. He also holds a Psychology bachelor from the Universitat Oberta de Catalunya.

Mónica Lorenzo
Mónica Lorenzo
Social Media Strategist
Eloo Communication

Social Media Strategist and a little Digital Growth Hacker that started offline with guerrilla marketing 15 years ago. She also has worked on a TV channel as writer and documentalist. Now has a consultant agency on strategic brand communication and collaborates with TVUX Desing-Gamma UX on a TV user research project.

Zaira Costa
Zaira Costa
UX Designer & Researcher
AXA Assistance

Zaira is an experienced UX Designer currently working in the insurance industry where creative and visual thinking is key. She has been involved in international projects based on digital solutions as e-commerce platforms, tools to manage cases and claims, mobile apps etc. Her background is in Fine Arts & Design. She uses methods from Design, Service Design, Interaction Design, User Research and UX Design. She believes that understanding the problem, the business goals and the users' needs is crucial to define the solution. Then, by using iterative user tests, the perfect visual design can be achieved to get a good user experience.

Alejandro Morales
Alejandro Morales Vargas
Research Assistant
Universidat Pompeu Fabra

Alejandro is a Chilean journalist focused on teaching Information Architecture and Web Usability. Currently is a Ph.D. student and researcher assistant in the Interactive Communication Research Group at Universitat Pompeu Fabra. In his home country, he is a lecturer at the Institute of Communication and Image at Universidad de Chile.

Local Team

Leonardo Caetano
Location Organiser

Leo is helping the World IA Day community since the WIAD 2016 Rio de Janeiro. In his professional life, he has over 12 years of experience in doing user interface and user experience design, applying user research methods and leading design teams. He currently leads a design team in a fintech - designing, researching and learning a lot about user behaviours in the financial and technology sectors.

Denisa Marinescu
Local Advisor

Architect turned UX designer, constantly testing ideas, aiming to build products that delight users and bring value to their lives. Designing business intelligence apps and reporting tools for Oracle | NetSuite. Responsible for the creation of the team's design system. When she's not looking into a screen she likes to play with real-world materials and build stuff. Literally! Lamps, tables, and knit work - anything tangible! Ceramics is her next endeavor. Tough Mudder and sports enthusiast the rest of the time. 

Natàlia Herèdia López
Venue Coordinator

Natàlia is an Experience Designer and Researcher. She is an independent consultant, lecturer about UX strategy and research, and also a member of the local team leaders of the Interaction Design Foundation in Barcelona. She is now focused on studying the relationship between UX and the television paradigm shift. For this reason, she’s leading a UX Research lab with Gamma UX to understand how people interact and consume audiovisual content today.