• Women in Mobile

    MWC event

    Tuesday, February 28th, 2017

    La Bonne, c/Sant Pere Més Baix 7, Barcelona




  • THEME OF this new edition

    User Experience, the secret weapon for a successful app!

    User Experience, also known as UX, is about putting the user in front, without forgetting there's a real person behind it, with needs, goals and feelings.


    Those interesting factors have brought a lot of professionals into the UX field, concerned about addressing people's problems, but keeping in mind their own product success and business goals.


    The solution to tackle this —or the "ideal app"— will keep all those factors into account while delivering an elegant, purposeful and easy to use experience that goes beyond the product itself.


    Our speaker line-up is 100% women

    Lea Schönfelder

    Ustwo Games

    (Monument Valley)

    Game Designer


    Lea Schönfelder is a game designer at Ustwo Games, the interactive entertainment studio that created Monument Valley. Previously, she has worked at flaregames and has independently created art games that have been critically acclaimed and exhibited around the world. At Ustwo Games, Schönfelder helps to create elegant experiences that challenge the medium and bring joy and beauty to a wide audience.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Ayelet Batist


    (Enlight & Facetune)

    Creative Director


    Ayelet Batist is a creative leader and a UX consultant and mentor.

    Combining her varied expertise in crafting digital products, from branding and strategic product design to coding and UX & UI design, she founded and has managed the creative team at Lightricks over the past 3.5 years, designing Appstore leading mobile apps like Enlight and Facetune. She is the founder of an events series that encourages designers and developers to assist NGOs with achieving amplified digital presence. Ayelet is passionate about Aesthetics, Human Cognition, and Digital Experiences, constantly searching for practices that combine all three.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Heidi Tarkpea



    User Research Manager


    Heidi Tarkpea is a User Research Manager at LOVOO. She received her master’s degree from Chemnitz University of Technology in Media Communication where she focused on qualitative social research, media psychology, human-computer interaction, and design thinking. After working as an Influencer Marketing Manager for two years, she founded the UX research team at LOVOO. As User Researcher she is currently helping the product and engineering teams understand user needs and making empathy-based design decisions.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Elise West


    UX Director

    Elise's passion is building digital products that people love to use, making the best use of beautiful design and lean process. She runs a boutique UX agency whose goal is ensuring a user-centric focus for her clients’ products. She has built solutions for Philip Morris, Heathrow Airport, Al Jazeera, O2 and many more.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Marieke Flament


    Managing Director, Europe

    Marieke Flament is the Managing Director of Europe for Circle, a blockchain company breaking boundaries in the finance sector. With over 10 years of experience in consumer and tech, Marieke has led various businesses across Europe and Asia. Prior to joining Circle Marieke was Vice President of Europe, Middle East, and Africa at Hotels.com, overseeing a $2B+ business across 33 multi-lingual markets.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Marta Ros


    Co-founder & Head of Product

    B-wom is a mobile app for women to take control of their health and improve their wellbeing. Marta is in charge of user research strategy, UX analysis, customer development, prototyping, and user testing with the aim to better understand behaviours and transform quantitative and qualitative insights into design solutions with a unique goal: great UX while discovering and learning with B-wom.


     Photo credit: Leonardo Flaiban via Visual hunt / CC BY-ND

    Nuria Salarich


    UI Designer

    Nuria has witnessed the evolution of multimedia, from web/intranet design and implementation, DVD applications to mobile gaming. She has enjoyed several roles until she found the one that fulfils her passion and makes her a better professional: User Interface Designer at Social Point (Previous Play Creatividad, Digital 360, grupo Cromosoma)



    Come early, seats are limited! Registration starts at 18.45!

    Welcome by WiM co-founders

    19.30 - 19.45

    Keynote by Lea Schönfelder

    19.45 - 20.00

    Talk 1 - Ayelet Batist

    20.05 - 20.15

    Talk 2 - Heidi Tarkpea

    20.20 - 20.30

    Panel Discussion

    20.30 - 21.00

    Networking Party

    21.00- 23.00


    Why is User Experience the secret weapon for a successful app?

    What Our Players Mean to Us

    Lea Schönfelder

    In 2014, Ustwo Games published Monument Valley, a mobile game that Tim Schafer described as the most elegant game he had ever played. But how do you design elegance?

    Lea Schönfelder joined Ustwo Games in mid 2016 and has been designing mechanics and levels for their latest project. In her talk, she will give insight in Ustwo Games' user-centred design approach. She will walk the audience through the process of designing a level, starting with prototyping an idea, touching on how to design visually functional versions of a level before user testing and iterating on it until it becomes "elegant". Schönfelder will talk about characteristic features of the design team at her company, for example how artists are put into lead positions of a project - a rarity in game development - or why Ustwo Games lays emphasis on providing players with enjoyment rather than challenge. She will illustrate her points with examples of Ustwo Games development.

    Beautiful Experiences

    Ayelet Batist

    Responding to cultural trends is key to creating great digital experiences.
    In this talk, Ayelet addresses the role that Millennial culture has played in the evolution of photo apps. She shares her perspective on the relevance of cultural research to the creation of winning apps and services, and offers a practical approach for using such research in the product development cycle.

    Understanding Love: UX Research for a Dating App

    Heidi Tarkpea

    With over 60 million registered users, LOVOO is an app where people chat, flirt and perhaps even find their one true love. But what does it take to manage the complexity of human relationships while creating an amazing user experience? This talk covers the challenges the User Research Team had to overcome during the past year while establishing UX research at LOVOO and the learnings the team made along the way concerning research methods, stakeholder management, and creating user empathy among product teams.

    Discussion Panel

    Elise West, Marta Ros, Marieke Flament & Nuria Salarich

    User experience is the current buzzword on everyone's lips, especially within the mobile arena, but it is much more than a flirtation with a new fad. UX experts now ensure companies, from startups through to enterprise, succeed, by putting their customers' needs first. We have the fortune to have three female experts within the fields of user experience for mobile products here to discuss their experiences, their passion for the role and their views on the tech and mobile industry. Specifically we will look at what this relatively new role really means to mobile products and services, and how being a woman effects their impact in differing industries.


    Thanks to our four amazing sponsors for making this event possible

    Schibsted Spain

    Leading media group

    Schibsted Spain is the leading online classifieds and employment marketplace business in Spain. Our goal is to be the marketplace that improves peoples’ lives by offering opportunities through our brands: vibbo, InfoJobs, fotocasa, habitaclia, coches.net, motos.net y milanuncios.


    The Leading Lifecycle Engagement Platform

    Appboy helps brands understand their audience by seamlessly collecting data from any system into a single platform, then using that data to visualize and drive every user’s individual customer journey with automated, personalized, cross-device messaging supported by rich testing and predictive modeling, resulting in serious ROI and sustainable customer/brand relationships.


    The first and foremost taxi app in the world

    With over 10 million downloads and 100,000 taxi drivers, mytaxi is the leading e-hailing app in Europe, available in over 50 cities within 9 European countries. We provide the direct connection between passenger and driver. Our vision: Create everyday magic in city movement.


    A Global insurer

    Zurich is a leading multi-line insurer that serves its customers in global and local markets. With about 55,000 employees, the company provides a wide range of general insurance and life insurance products and services. Zurich serves individuals, small businesses, and mid-sized and large companies, including multinational corporations, in more than 170 countries.



    A Family Business Dedicated to Fine Wine

    We are a team of individuals committed to one single objective: From the soil to the table, we create exceptional wines and distillates, with the aim of encouraging memorable experiences in every corner of the world.


    Discover the Excellence of Lindt

    The pursuit of perfection in chocolate can only be successful when passion, art, and experience are combined with the craftsmanship of the Master Chocolatiers of LINDT. The dedication of the LINDT Chocolatier Masters, true artists in their field, is the result of more than 165 years of experience and knowledge to perfect every small phase of the chocolate-making process.

  • media partners

    Thanks to our media partners for spreading the word

    LF Channel

    PR and content marketing

    We are a Content Marketing and PR Agency with a focus on creating immediate results with long-term trust. Our passion is communication with above-the-crowd results.


    The network for professional women

    The first global Social Network for women and entrepreneurs.
    Our mission is to promote the presence of women in management positions, in the creation of companies, and in the generation of self-employment.


    Association of Mobile Marketing

    Accelerating the transformation and innovation of marketing through mobile technology, helping in the growth of different industries through a more direct connection with the consumer.


    The first digital business school

    An institution created by leading professionals for acceleration change towards a new, more competitive and more efficient business model and to maximise the potential of individuals, professionals, companies and markets in Spain and Latin America.


    The technology that interests you

    Mobiles, computers, apps, programs, social media, and Internet are all a part of our lives. At Gadwoman (gadget + woman) we help you to understand and manage them, transforming them into your allies for your personal and professional life.

  • Supporters

    Thanks for the great support!

    La Bonne

    Cultural Centre for Women

    A meeting place for cultural exchange and the creation of feminist projects relating to audiovisuals, performance art, and incubator projects.

    Girls in Tech

    Women. Technology. Entrepreneurship

    A global non-profit focused on the engagement, education, and empowerment of girls and women who are passionate about technology.

    Girls in Lab

    Inspiring the next generation of techie girls

    A social and independent movement with a mission to inspire and educate girls and adolescents to achieve gender equality in the field of technology.


    ASO Agency and Mobile App Marketing

    App Marketing and Mobile Growth solution for startups and brands: Strategy, Positioning, and User Acquisition. Do you have an app? Let's talk!


    Professional Women's Network

    PWN Barcelona offers a one-stop platform to connect with like-minded professionals in the Barcelona area as well as across the world; to develop skills and competencies, and to share experience and knowledge.


    Don't miss one of the most special nights of the MWC week!

    You will learn about UX & Apps, meet great people, have fun, and feel inspired!