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dmi:NightOut Hamburg
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The combination of design and technology makes the impossible finally possible,


dmi: NightOut Recap
authored by INDEED

The latest edition of dmi NightOut focused on the topic of “Design in Science and Technology” and was hosted by INDEED with a touch of international flair in the historic Hanseatic Brahms Kontor.  Alessia Rullo, User Experience Team Lead in large format printing at Hewlett-Packard Barcelona, shared her findings in user experience design.

After an introduction on principles in perception of experience by Karel J. Golta, Managing Director of INDEED, Rullo outlined two hypotheses:

  • TECHNOLOGY changes the way users do things.
  • DESIGN changes the meaning of things

  • What may appear as contradiction at first, turned into a compelling story of user experience applying design as key driver to enhance the interaction with technology. According to Rullo, the combination of design and technology makes the impossible finally possible.

    On the example of large format printing, she outlined some core challenges experience designer face on a daily basis. She and her international team in the Catalonian capital apply a structured design process covering the following core aspects:


  • OBTAIN EMPATHY – the contagion of ethnography

  • DEFINE THE PROBLEM – the quest for patterns
  • CREATE IDEAS – the design of principles
  • DELIVER RESULTS – the execution of experience validation

In her discussion of "experience validation" participants got a glimpse of how to measure an intangible thing like the degree of experience. This method helps Rullo and her team to map the level of experience satisfaction in order to be able to deliver a superior user experience. After an interesting hour guided by Rullo through the challenging environment of user experience design in large format printing, guests from a diverse range of industries engaged in inspiring discussions and discovered that the concept of experience matters in every single business sector.  See photos of the evening here.



Hosting a dmi: NightOut

If you are interested in learning more about hosting a dmi:NightOut in your community, find more information here, or contact Patricia Olshan at

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