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General Assembly London

How to Get Started in UX Design + Happy Hour

General Assembly London

Friday, November 15, 2013 from 5:30 PM to 7:00 PM (GMT)

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How To Get Started in UX Design + Happy Hour


Friday, 15 November
5:30 – 7 pm



As web is transforming the way we interact with brands and multiplies the channels available to the user, the need for design thinking to master digital is stronger than ever.

For businesses, design and the user experience it creates is becoming a key differentiator to acquire funding, grow the market and achieve long-term advantage.

For designers, designing for the web and UX are not only inherent to today's must-have skills, but can act as a catalyst for career progression and industry switch.

So how exactly and what’s this thing called UX? Our leading practitioners discuss this fascinating field of work.


  • The evolution of design in today’s digital world
  • How to avoid chasing UX (and other gimmicks) and focus on what’s core
  • UX’s role in product development, user engagement and business growth
  • UX design skillset and career opportunities it can open up


This is an introductory panel discussion and no pre-requisites required. This class will be especially helpful for students considering enrolling in the upcoming User Experience Design courses.


Paz Raabe Photo

Paz Raabe 
Interaction Designer

Paz Raabe is a digital designer with a background in graphic design and print. He's passionate about compelling User Experiences and, as an Interaction Designer at ustwo™, his ambition is to help shape the future through truly meaningful design across all devices and platforms.

Martina Schell Photo

Martina Schell 
UX Lead

Martina Schell is a user experience consultant who specialises in user-centered design (UCD), experience strategy and design research. She has over 15 years experience in interactivity for web, desktop, TV and mobile devices.

Her experience spans the full breadth of the UCD lifecycle, including qualitative research to inform insight and strategy, personas & scenarios, information architecture, interaction design and visual design. Martina introduces UX practice into companies and leads multi-disciplinary teams on research and design projects around the world.

She has helped Fortune 100 and start-up companies across a wide range of sectors develop new products and services, or measurably improve existing ones.

Her clients include Expedia, Travelocity,, GNER/NatEx, British Airways, Science Museum, Dalton Maag, Sky, Deutsche Telekom, O2, Vodafone, Yahoo! Mobile, Nokia, Microsoft, Amazon, eBay,, Marks and Spencer, John Lewis, Walmart, Akbank, RBS, FIFA, EDF Energy and a number of start-ups.

She has worked for boutique UX consultancy, creative agency, world leading dotcom and start-up environments.

Martina holds a MA in Applied Imagination from Central Saint Martins, where she conducted research into methods for multi-disciplinary collaboration and adoption of user-centered thinking to support creativity and innovation and helps organisations adopt lean, agile and user centered collaborative working practices.

She is writing a book with James O'Brien on how to improve cross-disciplinary communication.

Martina co-founded UX Tuesday and mentors at Seedcamp and Lean Startup Machine to bring UX expertise to startups. She teaches design at Birkbeck and serves on the UK UXPA committee. She regularly organises events and has spoken at Interaction 13, IA Summit, UCD2012, UXPA, DeLUX @SXSW, ProductTank, Enterprise Search London, UPA, APA Digital Breakfast, and various Barcamps.


Plans change. We get it. But if you can't make it to a class/workshop, please email us at least 7 days before the scheduled event date. No refunds will be given after this timeframe.

Have questions about How to Get Started in UX Design + Happy Hour? Contact General Assembly London

When & Where

General Assembly Campus
9 Back Hill
United Kingdom

Friday, November 15, 2013 from 5:30 PM to 7:00 PM (GMT)

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General Assembly London

General Assembly London is a campus for technology, design, and entrepreneurship. We provide educational programming, space, and support to facilitate collaborative practices and learning opportunities across a community inspired by the entrepreneurial experience.

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