Usable iPad Apps: HUGE Insights and a Case Study

  • 15 Jun 2010
  • 6:00 PM - 8:00 PM
  • HUGE, 45 Main Street, Brooklyn (DUMBO), NY, 11201
  • 0


Registration is closed

Check out Felipe's presentation (48MB).


The iPad has been just as liberating and invigorating for designers as it has been for users. But designers have also been forced to make substantial adjustments to their design methodologies, as they strive to take full advantage of the new tablet form (and not just bang out prettier versions of iPhone apps).

HUGE Design Director Felipe Memoria will open the presentation by identifying key attributes of the most usable iPad apps launched to date. Creative Director Joe Stewart will then walk the audience through the design decisions behind the recently-launched Reuters app and invite the audience to evaluate the design.

Specific issues will include:

  • Sliding vs scrolling: how to lead users in the right direction?
  • Exploiting the iPad screen
  • Photography and video opportunities
  • Portrait vs. Landscape
  • Making people smile


This presentation is open to user experience practitioners and anyone else interested in the new design opportunities created by the iPad.


Design Director Felipe Memoria creates user experience strategies for large scale engagements at HUGE, including Pepsi’s Refresh Everything platform, HBO, Cellular South, Fandango, Adult Swim and Reader's Digest. Felipe has over 10 years of experience and prior to joining HUGE, he was the Creative Lead for Sports Products at, the online division of the largest media company in Latin America, Rede Globo. While there, he designed and oversaw Globo's interactive sports initiatives, including, the most visited sports site in the country. Felipe was a professor at two post-graduate courses in PUC-Rio and authored the book Design para a Internet: Projetando a Experiência Perfeita (Design for the Internet: Designing the Perfect Experience) published in 2005. Felipe earned a MS in Usability and Human-Computer Interaction and a BS in Visual Design, both from PUC-Rio.

Creative Director Joe Stewart provides design leadership for client initiatives at HUGE. In his role, Joe has led the creative direction for clients including Pepsi, JetBlue, Scholastic, Nokia, The Street, Adult Swim, and WMG (Warner Music Group). Joe's first stint at HUGE as an Art Director came prior to the .com burst; he returned in 2006 in a leadership role. He has 9 years of professional experience in design, with both traditional and interactive experience on agency and in-house teams. In addition to HUGE, he held positions at Juxt Interactive, Dennis Interactive, FutureNext and Department9. Joe studied design at De Anza College in Cupertino, California.


HUGE creates digitally-driven businesses for some of the smartest and most demanding companies in the world. Founded in 1999, the company has evolved a unique methodology and culture combining the most powerful aspects of research, design, marketing and technology. The online businesses designed and developed by HUGE generate over $12.3 billion in online revenue a year and are visited by over 150 million unique visitors per month. HUGE is headquartered in Brooklyn, NY with offices in Los Angeles, London and Stockholm. The company is jointly owned by its four operating partners and Interpublic Group. Clients include CNN, iVillage, JetBlue, Pepsi, Reuters, Target, and the Walt Disney Company. For more information visit

Please arrive by 6:00 p.m. to allow time for security and registration. Photo ID required for building entry. It must match the name on the registration list.

6:00 - 6:45Networking and Refreshments
6:45 – 7:00Announcements
7:00 – 8:00Presentation and Q&A
8:30 onwardPost presentation dinner* (location TBD)

*Please note that dinner is an optional, post-event social activity and is not included in the event fee. It will be the responsibility of each individual who chooses to attend the dinner to pay for their own food, drink and any other expenses that may be associated with the dinner

$15 for non-members, $10 for members, $5 for students

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Deadlines, Transfers, Policies

Registration closes at noon Monday June 14th, 2010.

Refundable until noon Monday June 14th, 2010. Please send refund requests to

Transferable on or before noon June 14th, 2010 by sending a request to You must get a confirmation of this transfer or it will not be valid.


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