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SofTech North Bay Software and Information Technology Association












Why Designers Rock: how the design process contributes to better digital products and services

Date: April 25, 2012 - 6:30 PM , San Rafael Corporate Center, 750 Lindaro Street San Rafael

This month our own SofTECH board member, Brenda Stine, will be presenting on what she does as a user experience (UX) designer. In the course of her career, she has seen the field of interaction design emerge from the "make it pretty" tasks associated with graphic design and usability testing to a multi-layered role that contributes significant value to the process of defining a product.
The field is still young, as evidenced by heated debates over job titles and other terms designers use to describe what they do, but we'll leave that debate at the door and focus instead on real world examples of how user interaction design works and brings value to the process of making software products.

  • What value does user interaction design bring to software besides making it easier to use?
  • What are some of the techniques UX designers use to take product ideas and make them real?
  • How do we incorporate UX design into our software development process?
  • What are some interesting trends in UX design right now?

San Rafael Corporate Center,
750 Lindaro Street
San Rafael (Map)

Speaker Bio:


Brenda Stine,


Brenda Stine has been working in software ever since she took a part time job to support herself as a dancer many years ago. Initially hired to test an entry-level expert system tool, Brenda received a hands-on education in the realm of artificial intelligence as well as all things software.


Testing led to fixing, and fixing led to coding full time. Besides being mentored by a great programmer, Brenda was lucky to work with brilliant thinkers in the emerging field of user interface design. Intrigued by the idea of software as product design, and with a hunch about the eventual ubiquity of software in everyday life, Brenda partnered with some very talented designers to launch Process 39, a market-focused software design consultancy. 


Leading her company over the past 15 years, she has helped clients go from napkin sketch to exit strategy, single app to solution suite, bubble to burst to back at it, and has worked on some of the best software product ideas of our time.


Event Logistics:

Contact Brenda Stine, SofTECH Program Director to help contribute to this program.


About the Organization:

SofTECH is a non-profit trade organization committed to fostering communication and cooperation for business and technology professionals in Northern California's Marin and Sonoma counties. Its goal is to identify and showcase technology leaders and support the technology user community.


SofTECH develops programs and provides meaningful networking
opportunities for its members, who include American River Ventures, Autodesk, Inc., Bank of Marin, Hanson Bridgett Marcus Vlahos & RudyLLP, iPost, JAG Wire Group, The K/A Group LLC, Phippen Design Group and Ridgecrest Marketing. Please visit our Web site at:


Wednesday, April 25, 2012


Location:San Rafael Corporate Center, 750 Lindaro Street San Rafael (Map)




6:30 PM-7:15 PM Registration/Networking
7:15 PM-8:30 PM Presentation and Questions


Registration Cost

Free to SofTECH members

$20 Non-members


Please Register for 

Why Designers Rock: how the design process contributes to better digital products and services - 4/25/2012


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