12 December 2017 | 12:00 pm to 2:00 pm
Event details

Through our Lunch and Learn series with Freelancer, we’ll delve into the disciplines of User Experience Design (UX) and User Interface (UI) to help you understand what it takes to craft beautiful digital products.


What makes a product beautiful? How do you transform a design into an experience?


These very questions will be answered in a series of events that will look deeper into the compromise between design, business, and engineering. It’s only when these teams come together that design and experience can truly sing in harmony.


Our first event in this series kicks off with Understanding Information Architecture (IA): the science behind the structural design of shared information environments. In a nutshell, IA determines how users view, understand, and interact with digital products.


Have you ever tried to navigate a website and thought: ‘Where am I supposed to go next?’ If so, you have encountered an issue with IA.


Information Architecture stretches across design and software development, embracing content strategy, technical writing, library science, interaction design, and more. The best UX and UI designers from the biggest companies in the world embrace IA as a way to understand how their users perceive the world and their products.



Over lunch, come and join us for a two-hour introductory lesson into Information Architecture and change the way you approach all components of design and user experience.


Elena Sanchez

User Experience Lead at Sitback

Elena is a UX Lead (User Experience) and she is passionate about helping organisations becoming more customer-centricic. Elena devotes her time to helping her clients continuously improve the UX of products and services by using lean and data-informed design.

She has a Masters in Human Computer Interaction (HCI) and over eight years of experience working in UX across Europe, USA, and Australia. In her current role as UX Lead at Sitback, Elena leads UX projects, mentors UX designers and researchers, and helps clients build their internal UX capabilities.

Elena has also taught UX, Usability, and Information Architecture (IA) courses at Open University of Catalonia (UOC), participated in HCI academic research projects in Sweden and USA, and has co-founded an award-winning mobile startup.

Aine Hart

UX Director/Psychologist

Aine is a registered Psychologist with seven years consulting experience in the field of User Experience Design (UX).

Aine’s background in psychological research has provided her with strong skills in data and behaviour analysis. She has a highly analytical approach to gathering user and stakeholder requirements.

Her previous experience includes consulting and gathering requirements for clients like ANZ, Westpac, Woolworths, and the NSW Department of Education.

Dates and fees
12 December
12:00 pm to 2:00 pm


Freelancer HQ,
Level 20,
World Square 680 George Street Sydney,
New South Wales Australia 2000

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