In this WebExpo 2025 recap, we turn to the thought-provoking sessions from the Marble Hall. Let’s unpack the key themes that emerged from this unique stage.
The shifting terrain of AI applications and design
AI continues to be a dominant force, and the Marble Hall talks delved deep into its practical integration and the transformative impact it’s having on various aspects of development and design. Teresa Wu jumped into Google Gemma, a small, open language model, highlighting its advantages in data security and cost-efficiency due to local data processing and its free usage. She outlined its operational flexibility for tasks such as text processing, content generation, and image recognition, positioning AI as a tool that augments human creativity rather than threatening job roles. Similarly, Ricardo Sueiras demonstrated the power of AI coding assistants like Amazon Q Developer, advocating for a hands-on approach to rapidly building applications. He introduced Chat-Oriented Programming (Chop), emphasising the importance of structured prompts with guardrails to maintain developer control, and stressed the need to “trust but verify” AI-generated code for quality and security.
Adam Filandr explored the exciting intersection of AI and WebXR, underscoring their potential to shape the future of immersive web experiences. He illustrated the accessibility of WebXR development using standard web tools like HTML and CSS, and explained how AI can significantly enhance these environments, particularly through 3D asset generation and text-to-3D generation, thereby lowering the barrier to entry for creators. Andrew Žáček showcased how AI is simplifying and refining the design process within design systems. He presented various Figma plugins leveraging AI, such as FigGPT for text generation, Builder IO for rapid prototyping, and Token Studio for managing design tokens, all aimed at improving efficiency and maintaining consistency. Tools like Design Lint were also acknowledged for proactively auditing design elements and ensuring adherence to guidelines. Lukáš Pitter addressed the critical need for more intuitive and mobile-first design for existing AI tools, exemplified by his work on ConfUI for personalised UI creation. He also touched on the challenge of perceived authenticity in AI-generated content, suggesting that good design should empower creators and amplify human creativity rather than replacing it.
Design, UX, and ethical considerations
A strong focus was placed on robust, inclusive, and deeply empathetic design, extending to ethical considerations and user safety. Elis Laasik championed prototyping in code using HTML, CSS, and JavaScript, making the case for its ability to mimic real-world behaviour, facilitate complex flow visualisation, and detect technical obstacles early. She called attention to the value of collaboration and user-centric design to create meaningful interactions and deliver functional prototypes that resonate with stakeholders.
Karel Navrátil provided a crucial discussion on dark patterns – UI elements designed to manipulate users. He clarified their legal implications under EU regulations like UCPD and GDPR, advocating for informed consent and genuine transparency in design. Designers were encouraged to consider ethical questions to avoid creating manipulative interfaces.
Lukáš Hosnedl delivered a compelling critique of accessibility overlays, exposing their misleading nature and how they often hinder users with disabilities. He reinforced the three pillars of accessibility (code, design, content) and stressed that true accessibility requires a deep understanding and comprehensive skill set, warning against superficial solutions that undermine genuine efforts.
As for the unique challenges of designing for security in cryptocurrency, Markéta Kaizlerová was armed with a case study from her own work experiences. She emphasised user onboarding and education for high-risk features, endorsing strategic user drop-offs to guide less suitable users away from undue risk. A content-first approach was highlighted for conveying complex concepts, balancing usability vs. security to build trust.
Erin O’Loughlin shed light on the critical role of timing in content design, supporting a “just-in-time” framework to involve content designers at pivotal moments in product development. This workflow helps ensure consistent messaging throughout the product lifecycle, avoiding delays and rework often caused by treating content as an afterthought.
Strategies for business growth, sustainability, and organisational learning
Beyond pixels and code, many talks underscored the importance of business acumen, strategic thinking, and fostering a culture of continuous improvement. Albert Zikmund shared practical lessons for designers transitioning to entrepreneurship, amplifying their unique advantages. He called out the relevance of a clear vision to attract co-founders and investors, ego management, empathy as a superpower for understanding users, productising taste and quality, rapid iteration and exploration, and trusting decision-making instincts. Tomáš Schwarz drew attention to the central part of Key Performance Indicators (KPIs) in driving business outcomes, emphasising that they should reflect authentic business impact. He distinguished between performance and brand metrics, introduced Objectives and Key Results (OKRs) for a holistic view, and advised concentrating on fewer, more impactful KPIs, stressing the necessity of adaptability in KPI setting.
Michaela Kloudová presented sustainability not as a trend, but as an essential evolution, linking it to planet, people, and profit. She critiqued corporate waste management practices and outlined upcoming EU regulations like the Packaging and Packaging Waste Regulation, advocating for businesses to embrace the circular economy by seeing waste as a resource, extending product lifecycles, and changing business models (e.g., renting). Peter Angelov positioned the intersection of innovation, design processes, and user research in creating value. He pressed for leveraging employee engagement (like Tatra Banka’s app), rigorous user-centric research through methods like focus groups and prototype testing, and various validation techniques (e.g., Wizard of Oz) to ensure products meet customer needs and foster both employee and customer experience.
Adéla Keršlágerová shared invaluable insights on user retention strategies, highlighting the importance of segmentation, experimentation, and utilising the right tools for specific user groups. She demonstrated how tailored communication formats and continuous testing, even with unconventional approaches like podcast campaigns or text message campaigns, can significantly improve user engagement and retention.
Marian Kamenistak outlined eleven pillars for cultivating a learning and growth culture within organisations. Key themes included embracing a growth mindset, creating a “Learning Disneyland” for engaging opportunities, knowledge sharing initiatives like pair programming, establishing structured learning channels, utilising external wisdom through conferences, mentorship programs, and even gamification of learning.
Core web foundations and security
A couple of talks focused on the fundamental building blocks of the web and critical security practices. Natalia Markoborodova discussed creating web identity solutions without relying on third-party cookies, addressing privacy concerns like cross-site tracking. She introduced alternative technologies such as Cookies with partitioned storage (CHIPS), Storage Access API, Related Website Sets, and Federated Credential Management (FIDO2) to enhance privacy while maintaining functionality and user trust.
Maciek Palmowski examined how the WordPress ecosystem handles security, despite its reputation for vulnerabilities. He brought forward the importance of a secure core system, excellent update mechanisms (user-centric and frictionless), and the need for transparency and communication regarding vulnerabilities, stressing that most issues arise from plugins. He advocated for stronger community engagement in security.
The Marble Hall delivered a diverse and practical set of talks, showcasing the broad spectrum of skills needed to navigate the modern web landscape. The recurring themes of continuous learning, user experience, strategic thinking, and the responsible integration of new technologies like AI underpinned so much of the conversation.
If you couldn’t make it to WebExpo 2025, you don’t have to miss out entirely. Talks are available over at slideslive.com/webexpo/webexpo-2025 to catch the recordings and soak up the wisdom for yourself. Stay tuned for Part 4, where we’ll step into what was happening in the Discomfort Zone!