
Ahead of her conference speech, [Katie Fisher](https://twitter.com/pandatwinkles), senior experience strategist at Norwich based, [The User Story](https://www.theuserstory.com/), talked to us about the importance of UX.

## Evidence and psychology

UX is psychology driven. Katie clarifies how user experience or rather, user experience research, is about using human behaviour and attitudes to inform design and the building of products.

> There is a reason behind anything that we design because we understand that there is a motivation behind what people want to achieve by using this website etc.

By speaking to users, Katie and her team try to understand the reasons behind why and how the public use websites. UX designers are approached by businesses that want to understand how people use their products. Without the data, the interviews and the science, it’s impossible to answer these pertinent questions.

## What the user wants

Starting from scratch Katie explained that she wants to comprehend people's problems when landing on a specific website. ”You’re not going to get very far if you’re always asking people something new” is just one of her discoveries.

Technology doesn’t always have to be new as far as the end user is concerned. It just has to work. “People thrive on familiarity, they have mental models for this, the design heuristic is recognition over recall.” You should always recognise something rather than remember. Our memory works like this. If consumers have to work too hard on your website - they’ll leave.

For example, “there are only five icons that are universally recognised by the user.” Introduce a new aspect and the public is puzzled. People don’t always recognise novelty and they’ll have to re-learn things and use a greater cognitive load. The user will have to use more thought to figure something out - they’ll leave the platform.

> To understand if people will understand something, use it and complete a task on the website, we’re looking at behaviour compared to the interview based analysis.

## Developers and UX

Katie feels that there is some misunderstanding about what people who work in UX are trying to do.

> The way that the User Story works is that whatever we’re designing from a really early stage we want to speak to the developers, who are going to have to build it, at this time.

This is the time for compromises. Discussions of time & cost are held during this period. ”This is the time to bring developers on board so they understand ‘we’re not throwing things over a fence at them.’”
“We always want to work with developers, even when they’re constructing the website, as we know that things will come up in the actual build ,that may be either design or the data driven that doesn’t quite work.” Traditionally, this type of collaboration hasn’t always been the focus of either dev’s or UX designer’s minds. Times have changed and all of The User Story projects are collaborative.

“Though some developers aren’t used to having to collaborate, front end developers are better at this way of working than some back end engineers.” Explanations from UX designers can clarify the process. Sharing snippets and video clips is an important step in the collaborative procedure.

## Learn more about UX

If you want to discover more about UX, users and the importance of understanding how and why websites work - catch up with Katie’s session at [nor(DEV):con on 17 June at 13.30 - Your users don’t care.](https://nor.dev/con).


Devs, design & users


nor(DEV): was founded 9 years ago by local software engineer, Paul Grenyer, and we thought it was important to kick off our interviews with speakers and sponsors by talking to him and discovering more about the roots of the conference.

## Background notes

Back in the dark ages, when working in London as a programmer, Paul joined the [ACCU](https://accu.org/) and appreciated that he benefited from their conference and networking opportunities, he helped them set up local groups with speakers. He also used to attend [Extreme Tuesday](https://www.extremetuesday.com/), an Agile based group which acts as a forum for developers to chat and learn.

## A lively Norwich tech scene

On returning to Norwich Paul felt that this fine city could benefit from similar community based.enterprises and established some [Agile related activities](https://paulgrenyer.blogspot.com/2012/12/agile-east-anglia-short-history.html).

In 2012, Paul got together with John Fagan, Stephen Pengelly, Juliana Mayer & Seb Butcher, who, at that time, were involved in separate groups, and they formed [SyncNorwich](https://www.facebook.com/SyncNorwich/) which, from its inception, was an immediate success. After six months, though, Paul had itchy feet but worked with the team at establishing a conference in February 2013. Estimating that 40 would attend, to Paul’s delight 180 rolled up to the sadly defunct [Open](https://en.wikipedia.org/wiki/OPEN_Norwich), the event was called Sync Conf.

## Norfolk Developers is born

Recognising the need for a forum for developers -

> “at that time we didn’t know how many tech people and companies there were in Norwich, [but knew that] there was a real appetite for tech in the city,”

Paul aligned with Dom Davis and Ben Taylor and set up nor(DEV): in 2013 of which the annual conference was an integral part, kicking off in 2014, with a healthy 250 attendance. Paul remained as the primary conference organiser until 2019 when he handed over the reins to Alex Scotton & Shaun Church.

## Reflecting on the conference

“Amusingly Paul made the comment, “your ego’s writing cheques your body can’t cash” (Top Gun) which is maybe, one of the reasons that the group has expanded so widely. As well as just addressing solely developer issues, the conference now has workshops, business talks and a whole host of related subjects. At its zenith the conference could boast an attendance of 640 people over 2.5 days. Activities for school children were also included where building and programming a robot was one of the stellar attractions.

## Where it’s going

Talking about the conference, Paul said,”The whole point of Norfolk Developers was to bring good quality technical content to Norfolk.” With world class speakers, engrossing talks and the networking opportunities for the tech community, it looks as if Paul’s ambition continues to be realised.

**We hope you’ll enjoy this year’s conference and look out for Paul’s speech which is the opening keynote on Thursday 16 June at 12.30pm.**


Where it all started


It’s just two months until the largest tech conference in the east - the Norfolk Developers’ conference - opens its doors. And what a collection of delights are in store for you.

As a result of the pandemic, we couldn’t hold this event in 2021. This year we are back with some very special speakers and workshops.

## Evergreen favourites

We have returning popular speakers, including Jim Marshall, who in 2020 wowed us with his drumming proficiency as well as his invigorating speech. This year Jim will be talking about leadership self awareness. The incomparable Dom Davis will entertain and enlighten us with a talk on the Andromeda strain. And another popular returnee, Paul Grenyer, will divulge the conference origins and why it’s so important for the east of England and the UK’s tech sector.

## New stars

We’re also delighted to introduce a few newbies to our platform. Former software engineer, and current Mindset coach, Richard Donovan, will explain the importance of de-stressing and confidence building and how developers can and should look after their mental health. The User Story’s Katie Fisher will be highlighting the importance of listening to clients through UX.

Watch out for some fascinating talks on crypto, ethereum and Web 3, including a tasty explanation on Blockchain from Cambridge University Bitcoin society.

## Tech in the east

To put the importance of the Norfolk Developers’ conference into context, the 2021 [Tech Nation Report](https://technation.io/report2021/) stated that 2020 figures revealed that Norwich ranks 13th in the UK and can boast £27m investment in its tech sector. Taking the east of England as a whole, the east recorded a £220b investment.in 2020.

## Even more

Up until the conference itself we’ll be running a series of interviews with speakers and, of course, our wonderful sponsors.

Tickets are going fast but you have until 16 May to grab our Early Bird ticket.

Check out our Twitter feed, [@NorfolkDev](https://twitter.com/NorfolkDev), for further information. To chat with some of our members, take a look at our Discord channel, or catch up with some of the talks we hosted right through the pandemic on You Tube.

We’re really looking forward to welcoming you all, in person, on 16-17 June at Norwich’s King Centre.

### [Get your tickets now!](https://ti.to/norfolkdevelopers/nordevcon-22)


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Devs, design & users

Where it all started

Norfolk Developers’ Conference 2022 June 16-17