2 days / 15 talks
Awesome and great blog

January 25-27


Matrix Internet is a full-service Digital Agency, with a team of Digital Marketing Specialists, UX Experts, UI Designers, Developers, SEO Specialists and Experienced Content Writers.

Through engaging content and effective user experience, they have been delivering results for their clients like – An Post, Meath GAA, Dublin City Council, Go Car and many more.

Keynote Speaker at User Experience Conference 2019

Head of Design, Treasa Flynn, will be gracing the main stage at UX Conference on May 16th. In her keynote talk, Treasa will be discussing ‘Journey Mapping: Actions, Mindset and Emotions’.

She will explain why it is important to understand your customers. Treasa says “Put yourself and your team in your customers’ shoes. Walk in their footsteps, through research and empathy, improve your customer engagement.”   

The 3 key takeaways from the presentation will be:

  1. How to look at the entire experience from the customer or user’s perspective.
  2. Communicate an understanding of your customer or service to your entire team.
  3. Through the experience understand and recognise opportunities.

Treasa believes the best products are designed when the end user is at the core of decision making. Good design and frictionless user experience is a minimum requirement if an organisation is to flourish online in a challenging digital marketplace.  

Treasa Flynn, Head of Design | 3XE User Experience Conference

In our recent interaction with Treasa Flynn, we discussed on topics related to UX and what she thinks will be the hot digital trends this year.

How would you define UX Design and why is it important?

This might seem like a simple question, but the answer is not.

UX design is an approach to building products that are created with the customer in mind. A method that takes into account all aspects of the end users’ interaction with a product or service. Not just the functional requirements (usability and accessibility) are considered, but the emotional needs (delight and satisfaction) of the customer becomes part of the decision making process.

A range of disciplines, such as user research, service design, information architecture, visual design, usability, and human-centred design are required. Successful UX design occurs when the customers’ functional and emotional needs are achieved via seamless interactions.

“A bad website is like a grumpy salesperson.” — Jakob Nielsen of Nielsen Norman Group.

What is the role of creativity in UX Design?

In a practical world, people want to achieve their goals without frustration. But in the real world, they want to achieve their goals but smile while doing so. People love beautiful products that trigger their emotions. Aesthetically pleasing design can make users more tolerant of minor usability issues.

Websites that can help in improving UX

Treasa finds inspiration from Nielsen Norman Group. She says “As in all industries, budget and time will always affect the research a project team can produce. Over the past 20 years, Nielsen Norman Group has been the champions of UX research and methodologies. The surveys, research and findings they publish allow projects with limited budgets to access data and industry-specific findings.“

The 2 websites she names as examples of good user experience, are WeTransfer and AirBnb. Read the article, Examples of Good UX, to know what Treasa and other UX experts have to say about websites that offer good UX.

Digital Trends this year!

UX Writing: Copy is as crucial to the overall design of the product as wireframes, prototypes, and UI elements. In the last year, brands have realised that what they are saying, the story they are telling and how they are saying it, is an integral part of a customer’s user experience.

Device-agnostic experiences: We are on the cusp of a new phase of digital interactions. With the growth in the market of wearables and voice assistants technologies, a more holistic approach to UX is being developed. The opportunity for customers to interact with a product or service is no longer limited to desktop or mobile. Brands looking to stay ahead of the curve must take advantage of this innovation. Giving the customer control of when and where they want to interact with a product or service. Ensuring these interactions, regardless of the device, are frictionless will be the challenge that UX designers will have to navigate in the coming year(s).

Join Treasa Flynn and many other UX Design masterminds at the UX Conference on May 16th.

Check the Event Schedule – UX Conference at Croke Park | May 16th

Reserve your seat – There are limited seats available in the Group Tickets Offer.


Fast growth and an ever-more-valuable brand are gratifying, but for Andrew Fulton, CEO of the digital product firm Dawson Andrews, he’s in it for the long run.

Dawson Andrews is a global and independent digital product house with offices in Belfast and Sydney. Dawson Andrews specialise in driving commercial value through digital products and services, for startups and international businesses.

Dawson Andrews’ clients include Toys R Us, GSMA, Danske Bank and leading Irish retailer Bathshack.

We are inviting their MD, Andrew Fulton, as a Keynote Speaker to the UX Conference on May 16th. In his presentation, Andrew will be sharing the Business Value of Design.

Andrew’s digital experience began in corporate finance and analytics before founding digital product studio Dawson Andrews. Since it’s launch four years ago they have become digital partners for fortune 500s and some of Ireland’s leading e-commerce brands. Andrew brings a commercial focus that has resulted in multi-million Euros in increased revenues for his client partners.

Andrew will unpack an approach to design that puts economics at the forefront. Well known for his no-bullshit approach, Andrew brings a commercial perspective to UX and unpacks how it can build tangible business value.

Here are the excerpts from our Q&A with Andrew Fulton.

How do you measure success?

In work, it all comes down to a few numbers at the end of the day. Are we growing value for Dawson Andrews as a company? Are we growing value for our clients’ businesses? Did we make the boat go faster? We design and build digital experiences, both largely subjective tasks that requires discretion to place a value on. At DA, we do our best to measure everything to prove or disprove value with fact rather than opinion.

The speed at which we grow is important but the means by which we get there are far more important. Short term gains can easily become vanity metrics – We’re aiming for long term sustainable growth over 20+ years.

What was the hardest lesson in your first year of business?

We’d been working on a big e-commerce project when our client (Toys R Us) went through a chapter 11 bankruptcy in our second year of trading. US bankruptcy process is vastly different to the UK where we’re based so it wasn’t easy to navigate. Managing the volatility and exposure of outstanding service contracts, and managing our cash position was probably the hardest lesson. We dealt with it well, without compromising job security for our people which is what I’m most proud of. It certainly made us a robust & resilient company.

If given the chance again, would you take a high-value contract with a soon-to-be bankrupt retailer?

Yes. We’ve now done it a few times and consider ourselves ‘search & rescue’ specialists. I wouldn’t consider us a risky business, we’re actually relatively conservative but with the right mechanisms in place to mitigate against high exposure we’re happy to work with troubled companies just as much as we like to work with large sustainable brands.

How is Dawson Andrews different now from when it started?

At the beginning we worked on smaller projects for smaller companies, building & designing apps for startups and SMEs. Whilst we still like this type of work now and again, we’re now working on larger digital transformation projects with bigger multinational companies.

We’re also a lot more focused on our own products. Our first product, Ripley Chat is live and generating license revenue.

What’s your proudest accomplishment in your business?

Probably building out the team we have today. We’ve got great credibility amongst our client base, long term contracts & partnerships and plenty of sustainable growth ahead.

What’s the biggest myth in business?

Build it and they will come.

Instead – find ‘them’ first, ask them if they ‘need it’ rather than if they ‘want’ it. If they need it bad enough, they should be willing to pay part of it upfront.

With so much accomplished in such a short space of time, what are your hopes and dreams to what Dawson Andrews can aspire?

We’re aspiring to become one of the best digital product studios in the world which means opening more studios in different regions. We’re also pushing forward hard with DAX – our R&D & Ventures arm of the studio where we create & launch our own IP, conduct joint ventures and build product revenues. We’ve done it successfully with Ripley as I mentioned earlier but we’ve a few more irons in the fire which we want to push forward on. I guess the grand plan is that we have our core services business which is delivering best in class digital experiences for our clients and a portfolio of owned products that may or not be split into independent businesses.

Of course, you should never chase two rabbits in case you catch none so whilst it’s easy to tout a plan, executing on it is a different matter.

What attributes contribute to a successful digital firm? Can you share with us your management philosophy?

Hire good people. Get the heck out of their way.

How are your business and industry transforming? What are some of the major changes and trends you are anticipating?

The biggest one I see is that digital leaders inside of companies are only now becoming numbers & ROI driven. Sure, data-driven methodology has been used for a number of years but marking that against ROI and financial performance of the company is something that has been neglected. This is starting to change because CEOs, CFOs and other leaders who have P&L responsibility are starting to understand digital more and more. Their skepticism towards digital spend is filtering down through their team who harness this scrutiny by really digging into it and ensuring digital spend is producing business value.

What’s the last thing you Googled?

How to fix a boiler!? Being handy isn’t exactly what I’m known for but a youtube video did the trick.

Meet this genius and seasoned digital professional at 3XE Digital’s UX & Design Thinking Conference on May 16th, 2019.

Event Schedule – User Experience & Design Thinking Conference 2019

Book your seat – Group Offers & Special Deals Available


Allow us to introduce you to Wolfgang Digital. They are a team of Digital Marketing nerds! They are Ireland’s leading Digital Agency. They are winners of Best Search, Best Social & Agency of the Year in 2018.

The data experts from Wolfgang Digital are coming again as Keynote Speakers at 3XE Digital’s Conference on 16th May – UX & Design Thinking Conference 2019.

The team of Kevin Moore (Deputy Head of SEO), Gustavo Pelogia (SEO Specialist & Client Lead) and Robbie Deighan (PPC Specialist) will deliver a main stage presentation on the topic ‘How to Manage your Google UX in 2019 & Beyond

5 simple ways business can improve their local SEO, Wolfgang Digital

To give you a head start on this topic, they decided to share 5 effective & simple methods to improve your local SEO. Let us look into the suggestions by Wolfgang Digital.

It’s true that search engine optimisation (SEO) is often complicated, full of technicalities and dubious language which often ends with an “it depends” kind of answer. However, if you think SEO usually sounds like another language, some areas are actually very simple.

Local SEO is one of these areas. Just to have everyone on the same page, a local search means Google shows you information about things that are physically located in your area. It could be a restaurant, a store, a pub or any brick and mortar business or service where you can visit a physical location, like a locksmith or a plumber.

Usually, a local search will return a local pack, which are map results such as below:

5 simple ways business can improve their local SEO, Wolfgang Digital

Let’s say you’re searching for a pub or a restaurant near you. Chances are that you’re looking for a place to go right now and all you need is a phone number or an address – At this point, many of us will go to an application such as Google Maps and find our way.

Did you see what happened here? I made my journey from online to offline and converted without necessarily going through their website. Often these results will also lead to what’s known as no-click searches.

With the rise of voice search on mobile phones and smart speakers such as Amazon Echo and Google Home, we could have done that even without an interface—checking the opening hours of that restaurant or requesting a taxi just after we decided where to go.

We’ll discuss more in depth the world of local searches, no-clicks and voice in our talk ‘How to Manage your Google UX in 2019 & Beyond at 11h20 on 3XE UX Conference 2019, but here we’d like to start by giving you five places to start your local SEO.

The steps below are a starter pack, although the talk at 3XE will go more in-depth into the local SEO world and cover beyond the basics.


Claim your business

If your company has been out there for a while, chances are that your business is already on Google Search and Maps, even if you didn’t ask for it. Google has a team working to add new businesses on its platform, as well as rely on users to create those. The first step is to search for your company name or address on Google Maps. Once you find it, follow the steps to claim the location using a service called Google My Business, which is used to manage your company details. You can verify ownership by phone, letter or email (the latter is only available for some businesses and you must have a email address)

The basics: name, address, phone and opening hours

Here’s a scenario: someone is looking for a local service they’re not familiar with. Let’s imagine you need a solicitor, which is something that many of us will need at some point but won’t easily be able to pinpoint which firm to use (it’s not like picking your favourite pub!).

You’re potentially looking for a service near you, as you’ll have to pay them a visit, talk about costs and meet your lawyer. Many companies fail in this simple step to correctly display the business name, address, phone number and website as listed on their profile. Also very important to mention, you should have your opening hours up to date as well, including holidays and any days you might be closed or open.

Google My Business allows you to update all year at once, for many locations you can update your Christmas hours, when you’re closed for renovations or any other dates and times. Are you open on Good Friday? This is a classic example where some businesses are open and some not.

You don’t need to understand a thing about SEO to know the frustration of a customer when they find a closed door or when they can’t reach you. For many businesses, this means losing a client to your competitor around the corner!

Google Posts

This feature is the easiest place to highlight any promotions, offers, jobs or any urgent message your client needs to know. Google gives rare opportunities for businesses to control what customers see when they search and this is one of them. You can create any message to feature in your profile, much like a social media post.

Here’s an example from HOMS Solicitors promoting their job openings in Limerick:

5 simple ways business can improve their local SEO, Wolfgang Digital

Any publications on Google Posts become available instantly and remain live for seven days, after which they go to archive but remain visible under “View previous posts on Google”.

Business Categories: let Google understand what you offer

Did you ever go to Google trying to find something but you weren’t really sure how to search for it? Or found a company, but aren’t sure if they offer exactly what you’re looking for?

Let’s say you need to find a gym. In your way from home to work, there are dozens of options. This gym must have a swimming pool, so you already filtered out many options. Lastly, you would like a personal trainer. This has narrowed down to just a few businesses.

How would Google know that your gym offers all three services? This is where the business categories come into play. Any company can have one primary category, that represents your business as a whole and nine others called additional categories. Here’s an example:

5 simple ways business can improve their local SEO, Wolfgang Digital

Once you select your main category, try all others that would fit your business by typing some of other categories you can think of. Google My Business categories can be very specific, such as “hydroponics equipment” to “egg supplier”.

This doesn’t allow you to treat your website poorly because Google still uses information from your website. Here’s proof: if you search for “afternoon tea” in Dublin, Google is using information from a page to display information directly on search results:

5 simple ways business can improve their local SEO, Wolfgang Digital

If you have a page about this topic or offering and it also mentions the same as a business category, that’s a double confirmation that your business matter for that.

Reviews are Key

Everyone has a bad day sometimes and everyone running a business knows how clients can be hard to please. We all resort to social media when we need to show our frustration with a company and as business owners and managers, it’s our goal to calm those unhappy customers and try to turn the situation around.

You’re not just replying to those who had a bad experience, but for all other sceptical customers who will read those comments before making the decision to do business with you.

Another reason why replies are so important is that they influence your results too. Let’s imagine you’re looking for a coffee shop near Grafton Street in Dublin. Such a busy area has more coffee shops than one could visit in a week.

If all have similar average review scores and are located within walking distance, reviews will play a role when Google decides which shop to show. If a particular location has a lot of positive reviews where customers mention “Grafton street”, this could be a tie breaker into making you appear on Google or not. First step: ask your best clients to leave you a review, or use personalised posters templates which Google offers for free.

We have a few examples where reviews helped businesses to appear on the local pack in a matter of hours, but you’ll have to attend our talk at 3XE to find out about those!

The Bottom Line

Even if you know nothing about SEO, the recommendations above can help your business to thrive on Google. None of them require technical knowledge and many of them are simple to understand for business people. The results can be immediate, so make sure you don’t fall behind!

 Event Schedule – 3XE User Experience & Design Thinking Conference, 16th May 2019

Reserve your seat – Group Ticket Offers are available!


Many factors add to a good User Experience (UX) – it should be easy to navigate, aesthetically appealing, display relevant content, hassle-free in completing transactions, trustworthy and many more things. Above all, it should understand humans.

Gareth Dunlop of Fathom says “UX design expresses itself with an obsessive attention to detail, never missing up an opportunity to delight – at its heart it is insight driven creativity”

Treasa Flynn from Matrix Internet tells “UX design is an approach to building products that are created with the customer in mind. A method that takes into account all aspects of the end users interaction with a product or service. Not just the functional requirements (usability and accessibility) are considered, but the emotional needs (delight and satisfaction) of the customer becomes part of the decision making process.”

To understand what features can make a website delightful to use, we spoke to the expert UX and Design professionals. They handpicked their favourite websites that offer good user experience.

Let us take a look at the best examples of websites offering good UX :

Wetransfer – Simplicity

WeTransfer, a good User experience website

Treasa Flynn, the Head of Design at Matrix Internet says “the interaction is simple and intuitive. It delivers one service simply with no complexity. But also ticks the box for the emotional needs of the customer by providing feedback when the interaction is completed via fun animated gifs, simple but effective.”

Airbnb – Trustworthy and Pleasing

AirBnb, a good User experience website

Treasa Flynn’s other favourite is AirBnb. She tells ”As a concept, Airbnb should not work. Who lets strangers into their home? It is counter-intuitive to all we are taught. However, this disrupter has rocked the world and is an unbelievable success. Not just because of the intuitive digital interface, but because the business model works. Trust is central to the whole user experience, from those who share their homes to those that book and pay online. A truly user-centric solution.”

AirBnb has also appealed to the Design Director at, Goran Peuc. He explains “The primary reason they are winning the game is user experience. I never ever want to book a hotel again, because the mere thought of going to some hotel website, as opposed to going to AirBnB website, makes my blood curdle. AirBnB made it a delight to book accommodation, whereas your typical hotel website is cringe inducing.”

Tesla – Perfect replacement to Offline purchases

Tesla, a good User experience website

Another one that impresses Goran is Tesla – “they are betting their whole sales nowadays on their website, since they are closing lots of brick and mortar stores. So the site better be amazing.”

Bird and Blend Tea  – Attention to Detail

Bird and Blend Tea, a good User experience website

Jono Alderson is a Marketing Technologist, who leads the Special Ops at Yoast. Delighted with his experience, Jono tells “I recently bought some tea (exciting, I know!) from Bird and Blend Tea, and really enjoyed how well the website reflected their brand values and style. They’d paid attention to every detail, from the first touch point, right through to the way the product is presented.”

D BrandPersonalised

D Brand, a good User experience website

Jono bought a vinyl skin for his laptop and says “every touchpoint – their emails, packaging, tutorials – was delightfully crafted. I recommend both brands to everybody, now, because they were genuinely delightful to buy from.”

SkyscannerRelevant Content

Skyscanner, a good User experience website

Gareth Dunlop is the CEO of UX Design Agency in Belfast – Fathom. Gareth informs “UX Design is how we make our users feel when they interact with our stuff.  In essence it relates to how well we are treating them. It manifests itself in a culmination of language, visual language, flow, design, and interaction.” Picking two of his favourites, Gareth tells Skyscanner and  Travel Republic are websites with good UX.

Travel RepublicBuilding with Reviews

Travel Republic, a good User experience website

Travel Republic is a holiday booking website that has great reviews by its users for good pricing, easy booking, exceptional service and also amazing website.

RevolutEasy to use

Revolut, a good User experience website

The Founder of Friday Digital Agency in Dublin, Graham Carroll chose convenience over heavy designing. He says “Revolut, the online wallet – their website is easy to use and on boarding is intuitive and frictionless. Their app is also really easy to use.”

MediumSmooth with minimal design
Medium, a good User experience website

Graham tells us “I love the minimal design and it’s so easy to read and create content. Also, its algorithm works brilliantly and its model for rewarding and promoting better content is great.

All the above mentioned UX and Design Experts will be present at the upcoming UX and Design Thinking Conference in Dublin, on 16th May 2019. This is your chance to meet them, learn and discuss all things User Experience.

Here’s the Event Schedule – 3XE Digital UX and Design Thinking Conference in Croke Park

Register today – Book Tickets in the Early Bird and Group Ticket Offers.


In the process of delivering a smooth customer experience, the glitch you want to avoid is – trust issues. It will be a tough comeback from there! On 16th May, the Co-Founder of Friday Agency, Graham Carroll will be talking about the challenges we face in understanding the user experience process. He will offer insights on how to work through the UX Design process to achieve desired business results.

UX Design Process by Friday Agency at 3XE Digital Conference

Graham Carroll is also the Business Director at Friday Agency in Dublin. Graham spends his day managing the agency growth and working on digital strategies for their bigger client accounts.

Friday Agency is a UX Design and Digital Marketing agency that helps brands and businesses to achieve their goals. This involves a special mix of research, planning, UX design and content development. Graham says “In simple terms, we make their user and customer experiences better.”

Keynote Speaker at UX Conference 2019

We are inviting Graham is a Keynote Speaker at the 3XE User Experience & Design Thinking Conference on 16th May, 2019. The topic of his presentation is ‘Trust Issues – Living the User Experience Journey’.

The 3 key highlights of his presentation will be:

  • How to build trust in the UX process and gain internal buy-in.
  • How to use that trust to participate and engage.
  • He will explain how UX process is a journey that needs constant care and optimisation.

Graham explains that UX Design is a way of helping users to perform any task online, with the least amount of friction. He adds “it’s also emotional as it helps to develop a positive feeling about your brand, product or service among users”.

Graham Carroll at 3XE Digital Conference - UX Design Process

Digital World in 2019 and beyond

Talking about the Digital Industry in 2019, he says “trends are short-lived.” However, he has some advice on what the future in digital will look like.

Education – For 2019 and in future, obviously more roles and jobs will be created in UX. But there is a big skills gap and education is key to filling that gap. The work that people like Colman Walsh are doing with the UX Design Institute will be a big help.

Businesses and Brands: Every business needs to improve and optimise their user and customer experience. It is a journey that will bring success if you trust in the process and engage in the work that is needed to succeed. Research is key to that.

UI Designers: If you are not already, fight to be a part of and involved in your projects from the start. You’ll do better work.

Role of Creativity in UX Design

Graham tells us” UX designers are primarily involved in research, information architecture and wire-framing. They are not typically part of the creative process of designing. But, despite not involving finished interface design artwork, there is still plenty of opportunity for creativity in UX Design with creating layouts, information architecture and micro interactions.”

Websites and people that influence him on a day to day basis!

“Marketing guru Seth Godin is a huge motivator, – his blog and books just make sense and are easy to read and absorb.

Also Gerry McGovern is a force in digital customer experience and another huge inspiration for me – please check him out at”

Graham studied Business in college but it was his old friend Sam who helped him explore the business opportunities in digital space. His friend was one of the main people involved in setting up the first internet cafe in Dublin, the Internet Exchange, way back in the mid 90s. Through him, Graham was introduced to the web and the new opportunities it was bringing.

Graham says “ Someone else in my career who has inspired me is my business partner and co-founder at Friday, Dave Jackson. As our Head of UX he has a brilliant work ethic and an uncompromising commitment to doing things the right way for our clients.”

“Together we have learned the importance and value of having a good team with the right mix of skills and a process that makes good UX and happy clients.”

Meet Graham Carroll at the 3XE Digital UX & Design Thinking Conference on 16th May, 2019.

Check the schedule – We have a great speaker line-up on 16th May.

Register – Reserve your seat today!


Hold on tight, things are going to be fast. Jono Alderson, the marketing technologist from Yoast is coming with a comprehensive plan that can load websites in under 1 second! Yes, we are talking about website speed and happy customers. Jono tells “slow sites frustrate consumers and frustration costs money.”

Jono handles the ‘Special Ops’ at Yoast, a company best-known for the SEO software. Good-humoured Jono says “Special Ops is just a fancy way of saying that I do all of the weird projects which don’t fit into other peoples’ jobs.” His days at work are a combination of R&D, product road-mapping, development and any manner of things. This is apart from the time that he spends on speaking at conferences on topics related to technical SEO, futurology, digital transformation and marketing strategies.

Yoast – SEO for everyone!

Yoast is largely popular for the WordPress SEO plugin that helps in optimising the website content. This plugin runs on over 9 million websites worldwide. Apart from that, Yoast also has a bunch of other softwares (find them here) and a learning academy with multiple digital training courses. Jono says “we even take occasional consultancy projects to keep us sharp.”

Yoast at 3XE Digital Conference


Website Speed & SEO !

Do you know what should be your website load time and how important is that for SEO?

On 16th May 2019, we are inviting Jono Alderson as a Keynote Speaker at User Experience & Design Thinking Conference. Jono describes his presentation “I am going to talk about site speed and share ways in which everybody (technical or otherwise) can make their sites faster and more performant. That’s super-important as speed forms such a crucial part of SEO.

He will share the tips, tools and tactics to accomplish faster page load time. This is a feature that can help companies to stay ahead of the competition and also have a positive impact on Google rankings.

The 3 key takeaways from his presentation:

  • He will convince why companies should prioritise website performance.
  • He will share a framework to read and analyse your website speed.
  • You will go back to work, with tools and processes that will make an immediate improvement to your website.

What is UX Design?

In very simple words, Jono explains UX design “UX is the lens through which we judge our brand interactions. As the world becomes more digital, more connected, and more consumer-orientated, the only thing which differentiates individual companies or services is the quality of the experience they deliver.”

“Good UX is at the heart of that, so we all need to be upping our game!”

Role of Creativity

Telling more about UX design, Jono clarifies the role of creativity in there. He says ”differentiation is key and creativity is the fuel behind this differentiation. People aren’t always rational, and, don’t always make logical, informed decisions. If they did, every brand, every product and every website could just be designed and built to a checklist. What separates the winners and losers are the decisions they make on how to present themselves, how to connect with their audience, and how to stand out.”

We continued the interesting conversation with Jono with these questions:

What do you predict as the digital trends for 2019?

I think we’ll see personal digital assistants (Alexa, Google Home, etc) really starting to change how people behave. It’s not about voice, so much as outsourcing decision making.

Many of the strategies and tactics we deploy today are based on interrupting the research behaviour of users as they work through ‘the funnel’. With digital assistants doing more and more of that work (“OK Google, find me a good vegan restaurant within walking distance”), a lot of our tactics stop working. You can’t interrupt the research process when the user isn’t there. In that world, the role of brand becomes much more important, and, I don’t think many people in digital are really thinking about that.

Tell us about your journey in the digital world and one thing that inspired you.

I started out as a bedroom web developer, building little websites for local businesses. I became obsessed about improving things – my code quality, speed, accessibility, etc – and that really sparked my career in SEO.

What continues to amaze me is that I’ve done all this with no formal education, and being entirely self-taught. I love that the digital world’s level playing field gave me an opportunity to prove myself, to be listened to and respected, and to do good work – despite having a humble background. I think it’s still much more accessible than the ‘real world’.

What websites and people influence you on a day to day basis?

I’m addicted to Twitter. I need to know what’s happening out there, right now. Editorially, I love – it’s a great source of ‘big think’ journalism and challenging ideas.

A little more on the life of this marketer!

Life of a Marketer - Jono Alderson from Yoast

Meet the Digital Expert, Jono Alderson on 16th May at 3XE User Experience & Design Thinking Conference, happening in Croke Park.

This is the Event Schedule – 16th May, Croke Park Dublin.

Register – Mega Early Bird prices are available.


UX Design expert from SAP

Goran Peuc is a UX Design veteran! He has been working in the digital design industry since the late 90s, from the era of dial-up modems and the horrible pixelated internet, up until the present. Goran is the Design Director at SAP.

He leads and mentors a team of designers who are engrossed in cool cutting edge projects, all through the day. Goran explains “We are one of those renegade teams in SAP that does not work on classical financial applications, or logistics or similar, we do wicked special projects.

SAP at 3XE UX Conference 2019

SAP is a company that needs no introduction. They are the global business software makers, working with almost every industry worldwide. Goran informs “at the moment more than ⅔ of the world’s GDP is moved through our systems in one way or the other.

Major part of his career Goran has spent in various high calibre design & advertising agencies, catering to the digital needs of the clients.

When we asked Goran about his journey in the world of design, he had an interesting story to share. He tells “Seeing that I’ve been doing this for over 20 years now, with the start in 90s, the story is far long to tell. Sufficient to say that this career is the only career I’ve pursued in life, ever since I was around 18 or so. I’ve been through various agencies, startups, companies of all sorts & flavours, and in the past 6 years I’ve been at SAP.”

“One thing that inspires me in this whole digital field is the ability to make something out of nothing, and then give this to the users. Think about it, all other industries convert one thing into another. Even art, painters, they have to convert raw paint into a painting. Digital industry starts with absolutely nothing, and creates something, and then users get to use it. To this day, I find that mind blowing. A group of people can come up with an idea for a website, and some time later, it’s alive, out of nothing.”

Keynote Speaker at 3XE User Experience & Design Thinking Conference

We are welcoming Goran as a Keynote Speaker to our upcoming conference on User Experience and Design Thinking, on 16th May.

Goran’s talks are related to the concept of meta-design, where designers create designs in the lifestyle oriented way.   

His presentation topic at 3XE Digital will be ‘The Design gap is increasing’. In this talk, Goran will share the differences between designed products and non-designed products; he will explain how this gap is increasing and what consequences this has had on the world around us, let alone what will it do in the future.

As we keep building increasingly better products which are more effectively designed than the last generation, the gap between non-designed products and well-designed products keep increasing. This already has a huge impact in our society, and it will have an increasingly bigger affect as the time marches on. We need to have a conversation what to do about the enormous inequality stemming from the increase of the design gap.

As Goran says, the takeaways from this talk will be:

  1. Design Gap is a thing.
  2. We should work to reduce it, not widen it.
  3. We have already created two spheres of society, we should aim to bring them back.

Role of Creativity in UX Design

Goran says the fundamental issue here is how to define creativity! But, the major role creativity has in UX design is recognising patterns that aren’t obvious, and solving problems using cross-discipline tools & methods. He adds, “For instance, a hammer doesn’t always have to be used to hit a nail. There are other “creative” uses for a hammer, and likewise, many other things can be used to drive a nail down.”

He warns “Mind you, UX design is agnostic, it does not necessarily mean ‘pleasant UX’! We can, and often do, create experiences that are not pleasant, in order to produce a desired result.” He says UX design is a subjective feeling that people have while using a product.

Goran Peuc, Design Director from SAP, at 3XE UX Conference 2019













To go through industry updates online, Goran finds the design-related subreddits on Reddit to be helpful. But he ponders and tells, there isn’t any one website that influences him more other than Google.

Apart from his family, who have the biggest influence on his daily life, Goran thinks at this moment he looks up to Sam Harris, and prof. Glen Weyl with his RadicalxChange initiative.

There’s a lot to know and learn from Goran Peuc, who has helped in making digital space friendly, simpler, relevant and impressive with his designs. Join us on 16th May in Croke Park where Goran Peuc will be on the main stage to share insights on design thinking and user experience.


Event Schedule – 3XE User Experience & Design Thinking Conference, 16th May 2019

Register today – Mega Early Bird Tickets are available until 17th March 2019!


Life of a Marketer - Goran Peuc, UX Design Director SAP




UX Design Specialists from Fathom

Fathom | 3XE Digital ConferenceFathom started its journey in 2011 with focus on user experience, strategy, research and leadership. Today, Fathom is a leading digital agency that is based in Belfast. They are User Experience Design Specialists who work with agencies and organisations to improve online performance.

Fathom have won multiple awards like Deloitte Technology Fast 50, Business Eye Award for Tech Business of the Year 2018, Dani Awards (Agency of the year) in 2017 and 2018.

They help their clients with user experience (UX) design services, creating digital strategies, data driven researches and identifying KPIs. Their clients range from financial companies, telecom service providers, broadcasters, publishing companies, tourism boards, public sector organisations to NGOs, education institutes and consultancies. They work with companies like AIB, Electric Ireland, Three,  BBC, Failte Ireland, Bord Bia, UCD and Genesis.

Fathom’s CEO & Founder

The CEO & Founder of Fathom, Gareth Dunlop is a renowned public speaker on subjects related to digital marketing, web development and user experience. His presentation at the 3XE Conversion Conference was greatly appreciated by attendees where Gareth discussed the topic ‘Getting users to your site – getting users through your site’.

”For over five years now Gareth has spoken regularly on the subject of User Experience at our eMarketing events throughout the country. He always brings great insight and practical advice, delivered professionally with a nice sprinkling of humour. We rate him as one of the foremost thinkers on the subject on the island.” - Enterprise Ireland

Keynote Speaker at UX & Design Thinking Conference 2019

Gareth Dunlop, Fathom at 3XE UX Conference 2019

Noting his popularity and subject knowledge we are welcoming Gareth Dunlop again this year to participate as a Keynote Speaker at 3XE User Experience & Design Thinking Conference on 16th May 2019.

Gareth is delivering a keynote on the topic ‘Never be data driven. Why you need to get beyond the quant to understand the human stories.’ Simplifying the complicated subject of how to use data and what type of data is crucial for business success, Gareth will show you the bigger picture that data is not the end in itself. He will explain how data can lead to human-driven and experience-driven designs that produce good results for a business. 

Gareth will share case studies from e-commerce, travel, B2B, lead-gen and public services showing how the data needs to be married to real life, customer and user-interactions to unlock design challenges.

Following 15 years of direct commercial experience helping businesses integrate digital communications more strategically, Gareth established user experience and service design agency Fathom in 2011. Previously he was the MD of Ionology, a leading digital strategy consultancy, headquartered in Belfast and with major clients in 15 countries. Prior to that he was the MD of Tibus, one of the largest and most successful web development agencies in Ireland, from 2002 to 2009 when it was sold to UTV plc.

Gareth sits on the boards of Christian Aid Ireland and the Irish Domain Registry, IEDR. He is former Board Member of Irish Internet Association, and Chairman of He writes & lectures extensively on Internet related matters, occupying regular columns in Silicon Republic, SyncNI and Business Eye.

Grab this opportunity to meet the UX specialist Gareth Dunlop in Croke Park, Dublin.

Check the Event Schedule for more details – 3XE User Experience & Design Thinking Conference, 16th May 2019.

Reserve your seat – Check the Mega Early Bird Offers available!

Connect with Gareth Dunlop online: