October Event: Purpose and Familiarity: 2 Keys to Unraveling User Expectations

  • 13 Oct 2016
  • 6:30 PM - 8:00 PM
  • LeadPages, 251 1st Avenue North #200, Minneapolis, MN 55401
  • 0


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Many factors contribute to the success or failure of building user experience, and many considerations when determining the approach to take. When and where will the product be used? Who is the audience? What business goals must be achieved? 

User experiences perform a variety of functions: they inform, they educate, they enable people to accomplish tasks. Good experiences do these things in a way that pleases users and meets their expectations. But user expectations are not always obvious or consistent. 

Users may not expect feedback for one interaction, but expect a dedicated page of feedback for a different interaction. Unraveling these kind of complexities is an important part of understanding (and meeting) user expectations. In this session, we’ll discuss how purpose and familiarity are two factors that work together to form user expectations and how to use these two factors to create good user experiences.


6:30 PM to 7 PM - Networking
7 PM to 8 PM -  Presentation


Mahtab Rezai is the Principal & CEO at Crux Collaborative. She has spent over two decades as a user experience designer, researcher, strategist, leader, and mentor. She has designed user experiences for companies ranging from startups to the Fortune 50. She is an unabashed advocate for including end-users in the design process and she always starts by defining objectives. She prefers collaborating on nerdy, data-driven, complex, transactional experiences, and as a result, has spent the last decade focused on researching, designing, and optimizing user experiences for regulated industries. Mahtab has a loud laugh and a lot of shoes. She has strong opinions and has been known to say “think about it until you agree” after expressing one of them.

Sponsor & Location

251 1st Avenue North #200
Minneapolis, MN 55401

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