Added speaker: Richard Weston - Interpretative Design

Joining us at Hustle on 14th December is Richard Weston, who will be speaking about Interpretative Design, a decades old design discipline that is embracing digital design and technology to tell even more immersive stories. Richard is a local, cross-discipline designer with a wealth of experience, but recently been honing his craft in interpretative design.

Richard can be found and followed on Twitter as @Acejet170.

Hustle 1: Up and running

Thank you so much to all who made it to Hustle 1 on Monday night. It was so incredible that so many people came along, and it just prove that there is a desire for something like Hustle in Northern Ireland, so thank you! If you didn't make it along, here's what went down...


So Monday night kicked off with a welcome from yours truly. I hope I was able to make the point clear that Hustle is about all of us, and I need your help in making it better, bigger, more relevant and valuable. So once again if you do have anything you want to share, whether its a new idea, an invaluable learning experience or a whole thought piece, I'd love to hear from you. And that goes for anyone who wasn't there, please get in touch.


We then had Chris Armstrong from Niice give our keynote talk about his experience of following that dream to build an app and make it your business. Chris's honest talk didn't sugar coat the world of building a business out of an app and talked about the challenges he has had to overcome to make it into a viable one. But it was hugely insightful, learning about fighting churn (losing users basically) and having to be pragmatic in how you choose which feature to build next. Chris also give an interesting commentary on the real experience of being featured on the likes of The Next Web, Tech Crunch, and hitting the front page of the App Store and Product Hunt. In summary it helps, but it's not a sure thing.

Learn & Share

In our Learn & Share segment, Lee Reilly, a UX designer at Deloitte Digital give us his review of the newest prototyping tool on the block, Principle.

Lee gave us an overview of the marketplace by comparing pro's and con's of the tool against the likes of Adobe Edge Animate, Flinto and Pixate, and even touching on Adobe's Project Comet which has just been announced at their MAX conference.

Lee went on to give us both a basic and intermediate tutorial of some features in Principle, demonstrating the speed and ease of use, as well as the familiar interface for any Sketch users.

Lee concluded that for any iOS prototyping, Principle is coming out on top, but lacks the Android offering of Pixate. 


We wrapped up the evening with a News segment that covered 4 notable features...

HBR Design Thinking comes of age
• If you find yourself having to convince somebody that design is important this arms you with the right information
• It’s written for CEO’s to get them thinking about placing design at the centre of your business
• Not just a prediction of the future but a commentary on what large organisations are doing right now

Design Disrupters
• Same topic, but focussing on Tech companies
• How design is the competitive advantage
• AirBnb
• Google
• Pinterest
• Invision…

A year using Sketch - An Honest review
• Sagi Shrieber
• Isreali at Similarweb/Pixel Perfect magazine
• Spoiler alert - No turning back
• Sketch simply the better tool for UI design
• Excited by the plug-in potential

Adobe Project Comet
• The new 'light-weight' prototyping tool announced at Adobe MAX this week.

Special thanks to Jason Karayiannis for taking our awesome photographs.

Hustle 2

If you didn't make it to Hustle this time, the next event will be on December 14th in the main Black Box hall. Tickets will be available soon.



Added speaker: Lee Reilly - Learning Principle

Adding to our line up for October's Hustle, we have Lee Reilly from Deloitte Digital telling us about his experience of picking up and learning Principle for Mac.

About Principle

If you haven't heard about Principle, this new prototyping tool could revolutionise how you mock up your App ideas. Using a similar interface to Sketch and a timeline UI that will remind you of After-effects, Principle holds a lot of promise of becoming the industry-standard App UX tool.

In this talk Lee will talk about his experience of using the app and the learning curve associated with it. 

About Lee

Lee is UX lead at Deloitte Digital in Belfast and has more years than he'd like me to disclose of working on digital products and websites big and small. 

Our manifesto

HUSTLE is about sharing thoughts and ideas for designing user interfaces for digital products. It’s about growing the greater knowledge and challenging preconceptions. It’s about analysing current trends and bringing them to light for the community to make their own decisions.

The business world teaches us to learn the tricks of the trade, and use them to beat the competition and self-prosper. But as web professionals, we have learnt first hand the consequences of proprietary thinking. It leads to non-compatible frameworks and limitations on our ideas. We know that if we do not build a connected, opensource web, the web will never grow to it’s potential.

The same exists for us, the architects of tomorrows web. If our processes, tools, methods and objectives are not derivative of a common thread of thought, we will only continue to grow in separate directions. Our knowledge, and the knowledge we share with our understudies, will be disjointed and inconsistent.

Why Belfast?
Well, for a start it’s where we live. But more importantly, we believe we have the perfect storm in Northern Ireland. We are small enough to have a strong community of creatives working at the cutting edge of design and technology. Add to this excellent IT infrastructure, world-class education, global companies laying their roots due to our proximity to the UK, Europe and the world.

Besides all that however we believe that we have an awesome creative culture. We are fearless. We have nothing to lose and everything to prove. We already have the attention of the rest of the world through fantastic Northern Irish conferences such as Build and BreakConf. 

Why now?
Creative and UX as a profession has gathered enormous momentum. It only takes a few minutes on LinkedIn to see that creatives are in higher demand than ever before. With so much demand, we are at risk of seeing ill-prepared designers entering into roles, and letting us down as a body of professionals. Whether it’s learning to work in a process driven environment, or in a company where design and creative are nowhere to be seen in their mission statement. It’s tough out there, and we need to help each other, in order to save ourselves.

What to talk about?
Digital. That’s a pretty big list, but we don’t want to be held to a definitive list right now. However, we do want there to be a maturity to our talks, this is not web design 101, but an invitation to creative professionals who know the parlance of business and the challenges and solutions that come with it. We want to tap into and explore those solutions.

Target audience?
We’re aiming this primarily:
• Web/UI designers
• UX consultants

But also for curious…
• Web developers and digital makers
• Print and brand designers
• Video makers
• Animators
• Illustrators
• Game designers
• Creative project managers


We hope you will join us in this mission and help make our profession stronger, so we can exist as better professionals within it. 


Sponsor confirmed

I'm really chuffed to announce our principle sponsor Deloitte Digital. I'm lucky to be working at Deloitte Digital at the moment and when I explained my plan for Hustle to them they couldn't have been more supportive. But then they were and offered to sponsor the evening. With the sponsor in place, that means we can hire the venue for free and even put a tab behind the bar. I'll drink to that.

Check out for more information about the cool stuff going on there.