Andrei Herasimchuk

The Design by Fire Conference provides a stage for inspiring professionals to share their passion for interaction design with peers, refueling knowledge and competence to cope with the challenges of IxD's professional practice.

The conference is named after Andrei Herasimchuk's weblog The name ‘Design by Fire’ is a variation on the expression ‘Trial by Fire’: a test of one's abilities to perform well under pressure.

In 2004 Andrei dared to present a redesign of Jakob Nielsen's website. Since then he keeps on challenging the HCI community to take interaction design to the next level. Andrei has delivered keynote presentations at the Design by Fire Conferences in 2007 and 2010.

2012 team

Design by Fire 2012 is an IxDA conference organized by volunteers.

Arjan Haring

Arjan is co-founder of Science Rockstars and one of the creators of PersuasionAPI. His main interest is the practice and theory of behavior change. This brings him in fields such as social psychology, user experience design and even machine learning.

Kim Lenox

Kim has spent two decades focused on user experience design, management and delivery of multi-platform products. Currently Kim is Director of User Experience at LUNAR. As a member of the IxDA Board of Directors she oversees 5 regional and 120 local chapters worldwide.

Yohan Creemers

After graduating as Industrial Design Engineer at TU Delft, Yohan worked as product designer for Davilex and XOIP.
In 2001 he started Ylab, a design studio based in Utrecht. Yohan is one of the driving forces behind the IxD community in The Netherlands and the chairman of IxDA Nederland.

Additional credits

The Design by Fire Conference — under the auspices of IxDA Nederland — is an initiative of Arjan Haring.
DxF Conference logo designed by Andrei Michael Herasimchuk.

From Holland, with Love

The venue and drinks are kindly sponsored by the Consulate General of the Netherlands in San Francisco.

Additional sponsoring by the Netherlands Business Support Office in San Francisco.

Holland, Pioneers in International Business.

IxDA Nederland

The Design by Fire Conference is facilitated by IxDA Nederland, a non-profit organization dedicated to the professional practice of Interaction Design. By organizing this conference and a bi-montly Design by Fire Café, we aim to advance the Interaction Design discipline.

IxDA San Francisco

The Design by Fire Conference is supported by IxDA San Francisco, a member-supported organization committed to serving the needs of the Bay Area interaction design practitioners and those interested in topics related to Interaction and User Experience Design.