Coming from the gaming and advertising world, I have attended to digital arts festivals like OFFF, Node, Reasons to be Creative, where hybrid artist-designer-developers show off their cutting-edge experiments, and the wow-factors and eye-candies tend to overpower function and usability. Recently, I had the opportunity to attend UCD 2013, as a new joiner in the Accenture EUX team. To me, somehow it felt much more fulfilling than watching glamorous agencies and production companies flex their muscles. I was able to reflect on my design thinking and processes. Here are some thoughts on the presentations I benefited from most.