Session type:
Case Study

Session duration:
60 minutes

Presented by:

Gareth Dunlop


About this Case Study

Magicians are the most honest people in the world. They tell you they're going to fool you, and then they do it.

When a magician lets you notice something on your own, his lie becomes impenetrable.

Gareth Dunlop will tie together a series of card tricks with a series of service and digital product design case studies to illustrate how the same types of bias make card tricks work and designs break.

About the Speaker

Following 15 years of direct commercial experience helping businesses integrate digital communications more strategically, Gareth established dedicated UX agency Fathom in 2011. Previously he was the MD of Ionology, a leading digital strategy consultancy, headquartered in Belfast and with major clients in 15 countries. Prior to that, he was the MD of Tibus, one of the largest and most successful web development agencies in Ireland, from 2002 to 2009, when it was sold to UTV plc.

Gareth is a board member of Christian Aid Ireland, former board member of IIA, and chairman of He writes and lectures extensively on internet-related matters, occupying regular columns in Silicon Republic, SyncNI and Business Eye. Gareth is a former judge of the Eir Spider Awards, the DANI Awards and the IIA Net Visionary Awards.


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