The main objective of the proposed project is to redesign the presence of the IAM Weekend event on mobile devices, through an application in which attendees can reflect their value proposal.

To achieve this goal, a complete user-centered design process has been developed, which allows us to move from one stage to another based on the results obtained.


User profiles

After analyzing the different types of existing users, we decided to focus our project on the following user profiles.

User interviews

Then we recruited and interviewed two different people representing each profile using the following topic map.


Two similar mobile applications are also analyzed, which support similar thematic and structure events (Sonar and Google IO), with the results presented below.

Affinity map

Once the interviews and the analysis of the applications have been carried out, the main characteristics (marked with an asterisk) and the ideas obtained in post-it have been extracted, organizing the concepts by affinity.



Based on the knowledge achieved through the analysis, two persona profiles are designed: speaker and assistant.

Use scenarios

Once personas were defined, 6 different scenarios are created, 3 for each user, adapted to the states developed in the affinity map: pre-event, during and post-event.

User journey mapping

In addition, based on the key objectives of each person, the corresponding user journey is constructed.

Requirement definition

Finally, the different requirements and their potential functionalities are broken down, classifying them by three main areas: information, socialization and presentation.


Functional inventory

From the extracted requirements, a more concrete inventory of functionalities is developed, shelving the requirements for digital solutions.

Card sorting

All this complete list of functionalities is incorporated into the following exercise of organization with the participation of 3 different users, which allows us to reinterpret some copy, and give a more human sense to the classification and arrangement of functionalities.

Card sorting

Information architecture

Based on the results of the card sorting, we carried out a content structuring exercise classified by areas, sections and entities.

IAM APP : Arquitectura de la información


Finally, once this architecture is defined, the previously defined usage scenarios are developed in the following interaction flows.

IAM APP : Diagramas de flujo : Suzanne

IAM APP : Diagramas de flujo : Marco



To start representing the interface, all those screens necessary to complete the previous flows have been outlined on paper.


Afterwards, based on the previous the sketches, all the different screens made on paper have been developed in low fidelity using Figma. This prototype includes all interactions for both users, taking into account the flows that are intended to be validated.

Low fidelity

Usability evaluation

To evaluate the design, two evaluation exercises have been carried out with users: a heuristic inspection and two usability tests, one mainly qualitative and another online test obtaining qualitative data.

Online test

Final proposal

High fidelity.

Value proposal

Interaction spaces led by a speaker, which allow attendees to participate in a community on their topic of interest.

In addition, they offer documentation, streaming and information management tools to the speaker in real time during the event.


Once all the stages of the design process have been completed, different improvement needs have been detected, both from the heuristic inspection, and from both tests, which are summarized below.


  • Icon review
    It is necessary to review the visual and textual elements used to identify some of the actions.
  • Presentation & file integration
    The need to integrate the presentation and file management sections has been detected.


  • Search
    It is necessary to review those areas in which is needed to incorporate the functionality.
  • Errors & alerts
    Before starting to code, errors and alerts should be defined in more detail to keep the user informed.

Value proposal

  • Validation
    The results are inconclusive, so it is necessary to perform an analysis with more users to confirm if the solution is really an advantage over other existing tools.