Sophia Voychehovski (Founder and Lead UX at Rewired, USA)
Object-Oriented UX, System Thinking

MOBX 2017 Speaker

MOBX 2017 speaker: Sophia Voychehovski
Sophia Voychehovski

Sophia is the founder of Rewired, a UX studio based in Atlanta, GA. Rewired consults to clients that are innovating in education, health, and the Atlanta community. She’s often traveling across the United States or around the world, teaching her object-oriented UX methodologies, which have steadily gathered steam since her first talk in 2013. When at home, she’s mentoring, leading the Atlanta chapter of Ladies that UX, or working on designing new life-hacking frameworks.

Before founding Rewired to focus on the little guys, Sophia led UX efforts for goliath clients such as AT&T, Napa Auto Parts, the Internal Revenue Service, the Australian Tax Office, and Blue Cross Blue Shield. She also served as a leader on the UX team, most notably architecting the responsive design that presented results for the 2012 presidential elections. In 2016, Sophia returned to as a consultant, leading the UX for the 2016 election results.


  • Object-Oriented UX (OOUX)
  • Interaction Design
  • Design Principles

MOBX 2017 presentation

Caveman UX: Designing for Humans’ Prehistoric Baggage

We humans evolved in the unfortunate constraints of the physical world. But digital spaces don’t have to follow all those petty rules of physics. Awesome! In digital spaces, you can teleport with hyperlinks! You can be in two (or more) places at once thanks to video chat and social media! You can freakin’ undo dumb mistakes and autocorrect your terrible spelling! Digital spaces make magic possible.

But here’s the thing. Sometimes the magic we create is confusing and disorienting. Even though our digital world is liberated from physical constraints, perhaps we designers should hang on to some of those petty rules of physics. Sure, let’s ditch the annoying things about meatspace, but let’s keep what works. Mainly, let’s keep what our poor lizard brains are always going to assume about any space — physical or digital.

Based on Sophia’s work in bringing object-oriented principles to UX, this talk explores how to align design with how humans are wired to perceive environments.

Sophia will outline 10 new design principles that will help you create products and services even a caveman could use.


Sophia Voychehovski also offers a MOBX workshop on Thursday, September 7: Introduction to Object-Oriented User Experience Design.

Workshop with Sophia Voychehovski:
Introduction to Object-Oriented User Experience Design

This half-day workshop will take you on an in-depth, hands-on journey through basics of object-oriented UX, as introduced in Sophia’s acclaimed A List Apart article. OOUX, much like object-oriented programming, asserts that we should start with defining a system of objects (or content types) before jumping into task flows and interaction design. For many, this workshop turns the design process inside-out. Don’t worry; Sophia will step you through this new way of thinking, collaborating, and designing.

Important notice: workshops take place on Thursday, September 7. Conference day is Friday, September 8. Workshops are not part of the conference ticket and have to be bought separately.

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… and don’t forget to get a workshop ticket as well.

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