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Human Factors International Sponsors Usability Professionals' Association (UPA) 2008 International Conference

Dr. Susan Weinschenk, Chief of Technical Staff, and 7 other HFI usability experts speak on broad range of user experience design and research topics

including, 'Who are We Designing For? - The Generational Dilemma'

NEW YORK, June 16 /PRNewswire/ -- Human Factors International (HFI), the global user experience design leader, today announces its "platinum" sponsorship of the 2008 Usability Professionals' Association International Conference. Held from June 16-20 in Baltimore, the conference is the premier annual event of the burgeoning usability profession. Moreover, Dr. Susan Weinschenk, who has spent over 30 years in usability and human factors, will attend the conference as an "invited speaker," a rare level of recognition for usability sector professionals.

Dr. Weinschenk will present brief remarks at the event's Welcome reception on Tuesday evening, and then on Thursday, June 19 at 8:30a ET, she will deliver a keynote presentation entitled, "Who are We Designing For? - The Generational Dilemma." During this presentation, she will examine the provocative question, "is the homepage dead," in the context of her exploratory research, insights, and existing literature on generational differences in attitudes, expectations, habits, and use of technology.

As part of its sponsorship, HFI also will host a Hospitality Hour on Wednesday, June 18, from 5:30p - 6:30p. At that time, conference participants will meet HFI's new Chief of Technical Staff for Asia/Managing Director of HFI Greater China, Jianming Dong, PhD. Dr. Dong will share his insights into the Chinese market, user demographics, and characteristics of usability design.

In addition to Dr. Weinschenk's presentation retracing the death of the homepage, other featured HFI usability experts, presentations, and posters at the conference include:

"Card-Sorting and Cluster Analysis for Information Architecture Design"

Date/Time: Monday, June 16, 6:30p - 9:30p.

Intensive tutorial with Jianming Dong, PhD, Chief of Technical Staff for HFI-Asia/Managing Director of HFI Greater China, and others.

Will provide participants a highly regarded method to determine how targeted users organize the content and functionality of a website so that it may be structured in the most meaningful way for them. (Dr. Jianming Dong is the developer of the EZSort system.)

"Winning at the Politics of Usability"

Date/Time: Wednesday, June 18, 10:30a - 12:00p.

Panel with Dr. John Sorflaten, HFI, and others.

Despite jumping on the usability train, many organizations marginalize their usability experts and thereby fail to derive substantial benefit. The session provides tangible, proven strategies for getting usability moxie while disarming organizational politics.

"Interdisciplinary Usability: Take the Next Step to Persuasive Design"

Date/Time: Wednesday, June 18, 10:30a - 12:00p.

Tutorial with Spencer Gerrol, HFI, and others.

Just because users can complete their tasks on your site does not mean they will. Through case studies, advanced methods will be taught that motivate users to explore, discover, interact, and return to your site by making it more persuasive and engaging.

"Future of the User Experience (UX) Industry: Niche or Not?"

Date/Time: Wednesday, June 18, 3:30p - 5:00p.

Presentation by Lyle Kantrovich, HFI, and others.

Addressing the foundational questions that will allow UX professionals and the industry as a whole to work as a "holistic practice" instead of "fragmented fiefdoms."

"Designing a Successful Eye-Tracking Usability Study Step-by-Step"

Date/Time: Thursday, June 19, 10:30a - 12:00p.

Presentation by Andrew Schall, HFI, with Anne Washington.

How to plan for, design, and implement a successful eye-tracking usability study, including choosing participants, planning sessions, and preparing for analysis.


1. "How Do You Measure Up? Key Performance Indicators of Persuasion and

Conversion from Web Analytics"

By David Mahaffey, Dr. Kath Straub, and Juhi Joseph, HFI.

2. "URL Naming"

By Arabella Crawford, HFI.

3. "Health Information Seeking Survey"

By Arabella Crawford, HFI.

About Human Factors International (HFI)

Human Factors International (HFI) is the world's largest company specializing in usability and user experience design, helping clients design websites and products that are engaging and easy to use. HFI's Schaffer-Weinschenk Method(TM) is the only ISO-certifiable process for user-centered design, built on principles from human-computer interaction, ergonomics, psychology, computer science, and marketing. HFI also provides training and certification for usability practitioners. Clients include: AFLAC, BBC, Caterpillar, Citigroup, Dell, Ernst & Young, HP, Lockheed Martin, McGraw-Hill, McKesson, Microsoft, National Institutes of Health, SAP, Social Security Administration, Sony Ericsson, Texas Instruments, Verizon Wireless, and Wal-Mart. HFI corporate headquarters are located in Fairfield, Iowa, with 12 regional offices throughout North America, Europe, and Asia. For more information about HFI, please visit, call 800.242.4480 or email

SOURCE Human Factors International
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