Evolving Beyond Personas
TAKING INFORMED ACTIONS TO ANSWER REAL NEEDS

Clear understanding of audience classification and needs is becoming ever more critical in support of personalization, service design and the creation of digital solutions that address each stage of a user’s journey.  Traditional personas can often feel a bit formulaic and contrived as they attempt to combine key user considerations into neat little narratives that strive to be broadly representative.

Join us for a discussion of how we have moved beyond narrative based personas and started crafting archetypes that focus less on demographics and more on need.

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Meet the Speakers:

Buck Winfield, Director of UX, Horizontal Digital

For over 25 years, Buck has been defining digital experiences and making complex interactions feel familiar and simple. As the leader of Horizontal Digital’s UX practice, he and his team have shown repeated success in closing the digital divide between site visitors, clients and technologists to create intuitive solutions that effectively address the needs of all.  

Sydney Ziemer-Davis, Senior UX Designer, Horizontal Digital

Sydney has worked at Horizontal Digital for four years, leading UX for a range of healthcare, banking, manufacturing and telecom clients. She has also spent time in the education, non-profit, and food systems management spaces. She is a proud 2019 Prime Digital Academy graduate. 

Alma Allen, Delivery Director for Horizontal Talent, will also have a brief discussion on navigating the current job market as a UX professional. 

Alma Allen brings over a decade of expertise in recruiting and delivering talent solutions spanning IT, Digital Marketing, UX/UI Design, and Information Architecture. Her journey has encompassed spearheading strategic initiatives, coaching cross-market delivery teams, and aiming to provide exceptional opportunities for Horizontal consultants while effectively bridging the talent gap for clients.

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This event is for ALL UXPA Members. However, space is limited. Please only register if you are confident that you can make the event.   

Not yet a member?  Join today to get free entrance to all our monthly events. 

Professional Yearly Membership - $60

Student Yearly Membership - $30

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Horizontal Digital
1660 MN-100, Suite 200
St. Louis Park, MN 55416

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