Author Archives: Keith Instone

Peter Morville, June 15th

Peter Morville is speaking in Toledo during lunch on Wednesday, June 15th! NWSPUG and Tech Toledo are the organizers and it is open to the public. The event will take place at the Auditorium at One SeaGate (Fifth Third Center) in downtown Toledo. Free lunch, stimulating talk about the Architecture of Understanding, and a chance to hang out with some of the region’s most interesting people. Register at Eventbrite.

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Wait, who is Peter Morville?

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Late April update

Last week, I sent out a mid-month email newsletter for people interested in user experience. Usually, I only do 1 per month, but there is lots going on.

Some of the hi-lites:

  • The 2nd Design Briefs went well! Track #ToledoDesignBriefs on Twitter for a partial summary.
  • Darren Kall’s talk “User Insights for the Whole Team” was well-attended and informative. It was also an interesting “smash up” of groups (students & professionals, for example). I heard from several people who they would like to have Darren make more visits from Dayton. He is willing.
  • The next big event for people interested in user experience is Peter Morville’s “The Architecture of Understanding” on June 15th. This is BIG! We just changed to a new venue, the Auditorium at One SeaGate in downtown Toledo. We can accommodate more people now. It is over lunch, so it may take extra planning to get away from work for 2 hours. Register! The event is FREE and lunch will be provided: a great deal. I will be sharing more news about Peter, the talk, and who you may want to invite to join us.

See the April 21 email newsletter for even more that is going on.



Parking for April 12 event at BGSU

Parking for the April 12 User Insights for the Whole Team with Darren Kall should be straight-forward.

I recommend you park in LOT N, between the new Wolfe Center, the Library, and Memorial Hall (old basketball arena). After 6pm, Lot N is open to the public and the majority of the lot is free (green on the map below). “Doors” open for the BGSU ACM event at 6:30pm, so Lot N is the most convenient option for visitors.


Map showing Lot N and walking path to Overman. Select the map to get a larger version (that you may want to print).

Get to Lot N by going west on Ridge from Mercer (at the Ice Arena), or south on Willard from Poe (near the Airport).

From Lot N, it is a short and pleasant walk to Overman Hall.

If you wish to park closer, there are several pay lots. Lot 6 is VERY close but fills up fast. We recommend this for anyone needing a handicapped parking spot. Lot 7 by the Student Union is also close, but part is under construction so the parking is limited. You can also pay in Lot N (orange area on the map), but be sure to pay until 7:30pm.

No need to print a PDF parking pass to put on your dashboard (as I originally thought we might need to do).

Be sure to register at Eventbrite to get a reminder about the parking and news about any changes. See you there!


Two UX talks, April 12 & 14

Tuesday April 12 & Thursday April 14 each have a major User Experience event.

April 12, 6:30pm, at BGSU: User Insights for the Whole Team, by Darren Kall.

Tech Toledo & the BGSU Student ACM chapter are partnering to bring Darren Kall from Dayton to campus to show us the value of direct contact with real users.

  • Learn the personal and corporate value of direct contact with real users
  • Recognize opportunities to connect with users and learn how to engage with them
  • Become empowered to put these techniques into practice and be confident you can do them well
  • Get resources about where to learn more so you can continue to get insights from users

Learn more about the talk and Darren at

Seats are limited, so be sure to register. Parking will not be a problem! Parking directions and a parking pass will be sent to attendees.

April 14 at the Lima Tech Conference: When User Experience Becomes Mission Critical

I am giving a UX talk at the 2016 Tech Conference. I will share stories and examples of how companies have made progress along their journey to mission critical user experiences.

  • User interface design: from “lipstick on a pig” to guidelines and standards that improve usability, reduce costs, and increase business value
  • Requirements processes: from spreadsheets of features to priorities based on deep user insights
  • Project management: from waterfall management focused on cost-savings to agile & iterative design and development focused on quality, hypothesis-testing and user satisfaction
  • Governance: from chaos and technology-driven decision making to portfolios of projects based on user experience (and business value) benefits

Learn more about the conference at Registration starts at only $20 for the whole day!

Hope to see you at one or both of these events.


March Update

The March 2016 UXTR email newsletter went out at 9am today. Some of the more important bits:

  • If you attended the UX conference on 2/3, do not lose the Eventbrite email sent on 2/17. It has links to the MP4 & PDF files from the conference.
  • Two UX events of note in April: 4/12 at BGSUDesign Briefs at TMA on 4/21.
  • June 15th: NWSPUG is hosting an out-of-town UX superstar. Save the date for lunch with us in downtown Toledo!
  • Industrial designers from around the world will be in Detroit in August for the IDSA International Conference. UX will be a key part of the program. Start planning for it now.

Check out the March email newsletter for more information. If you are not already on the mailing list, sign up now so you do not miss the details for April, June and August.


Logistics for UX conference attendees

The 4th User Experience Toledo Region conference is Wednesday, February 3rd. If you have not registered yet, check out:

If you have already registered, there are some details you should be aware of. This information is also being emailed to everyone who has registered.

Getting there and parking

  • Use 2445 Monroe Street, Toledo, OH as the address to get to the Toledo Museum of Art. Park in Lot #1 and enter thru the Grove Place entrance (the normal parking lot and normal entrance for the main museum). See the map below if you are not sure.
  • Plan to arrive between 8:30am and 9:00am. The museum will not be open yet, so a guard will greet you at the museum entrance and show you where the Green Room is.
  • You will get a parking pass so that when you leave later in the day, you will not need to pay.
  • You do not need to bring a copy of your Eventbrite ticket. “Check in” by finding your badge on the table at the Green Room entrance.


  • Breakfast is included with your ticket, thanks to Owens Corning. The Continental Breakfast includes fruit, muffins, croissants, scones, coffee, tea and juice.
  • Lunch is also included. You will get to choose from a Smoke Peppercorn Turkey Club (Apple wood bacon, lettuce, tomato, Fontina cheese, with peppercorn aioli basil on Cheese focaccia), Italian Trio (Ham, Genoa, Salami, and Prosciutto with spicy Gardiniera, lettuce, tomato, provolone cheese, and garlic aioli) in a spinach wrap, and a Fresh Market salad (Mixed field greens, wheat berry croutons, grapes, feta, and candied pecans with a caramelized vinaigrette).
  • If you have special dietary needs, contact me so I can place a special order for you.


  • Bring a laptop computer and power supply if you want to multi-task during the conference. Many people follow the Twitter stream for the conference to get more out of the event. Most people check email and get work done.
  • If you need to take a phone call or use a quiet space to get something done, the Yellow Room is nearby and will be available.

That’s about it! Not everyone will be there the whole day. Some are coming just for the introductions at 9am, then they have to go to other things. Others are popping in for the afternoon sessions. That is OK. Check out the program schedule to help you plan your day with us.




It will be as easy as A-B-C to get to the 4th UX conference!



The Grove Place entrance



Find your way to the Green Room, on the ground floor of museum, down the hall past the bathrooms and off to the right



Ticket and Sponsor news, UXTR conference

Tickets are still on sale for the 4th User Experience Toledo Region conference, February 3, at the Toledo Museum of Art. Enjoy a day of expert remote speakers, presenting on Product Management and User Experience. $50 per person.

The response from sponsors has been great so far!

More sponsors are welcome – see the Call for Sponsors.

See the Conference page for more information.

Update on PMUX, 2/3

Some important updates for the 4th User Experience Toledo Region conference, set for February 3rd.

  • The location will be the Toledo Museum of Art. A great venue for “corporate events“! We will be in the Green Room (“A large room featuring an installation by sculptor Albert Paley, 30-foot sage green walls, and louvered windows”). With fantastic catering.
  • We have had enough potential sponsor respond to help us determine the attendee cost: $50. This will cover the all-day conference and lunch. Sponsors and supporters will get a discount. Tickets will go on sale starting on Monday, January 11th, using Eventbrite.
  • If you have already contacted us about sponsoring, we will be sending you a discount code. You will then be able to pay for sponsoring and register employees/clients/whomever as attendees at the same time, if you wish. If you are not sure about sponsoring, check out the Call for Sponsors for the benefits of helping finance the conference.
  • Rosenfeld Media recently published the schedule and titles of each presentation. Our Program lists our tentative timeline and details on the sessions. Check it out to learn more about the speakers and what they will be covering as they explore the intersection of Product Management and User Experience.

The Conference web page has more information if you are not familiar with the format (a local conference with virtual speakers).


Call for Sponsors: PMUX, Feb 3

We need sponsors to help us put on the 4th User Experience Toledo Region conference featuring Rosenfeld Media virtual speakers.

The date of the conference is February 3rd, 2016 and the topic is Product Management and User Experience (PMUX).

See the Conference page for additional information (what we know so far, at least). We are still negotiating with a venue, so stay tuned for more information on where we will be gathering on 2/3, and other details.

To make this User Experience Toledo Region conference happen, we need sponsors! Sponsors help pay for the content, food, and other expenses. In return, sponsors get:

  • Recognized in all marketing materials and thanked by the community.
  • The chance to buy tickets for employees, clients or members, at a discount (cost for tickets and sponsorship discount is still TBD).
  • An opportunity to present to attendees at the conference (to talk about their services or mention job opportunities, for example).

As usual, normal sponsorship is only $100. We want to make it easy for companies to show their support.

In the past, a few companies have wanted to donate more, so we have added a premier sponsorship level of $500 for this year. A premier sponsor may want to be the exclusive sponsor of a specific part of the conference, such as the program, venue or breakfast.

Contact Keith Instone (instone at user-experience dot org) if you are interested in being a sponsor so we can work out the details. Payments will be make to Tech Toledo, LLC by check or PayPal or any other way you want. (Update 1/11) Sponsorships can also be paid via Eventbrite.

Also, we welcome many forms of community supporters: groups who promote the conference to their members and get something back in return. Contact Keith so we can work out a win-win.