The world of UX Design is constantly in flux, and there are so many different approaches - some good, some not so good. UX Design is inherently art and science, but since the explosion in popularity of UX, the science component of UX Design has lost out to the more appealing visual design elements of the practice. In his talk, Scientific Design, Nick will show you where you can add science to your workflow to help guide your craft and to enhance your creativity, rather than to limit and stifle it. We'll cover methods for both innovation-type projects and optimisation-type projects, as well as how to apply scientific principles alongside all that you do. Adding science to design creates killer UX, and Nick will give you all the shortcuts and pointers needed to apply scientific design on the project you're currently working on.