2025 UX Masterclass

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Introduction to UXMasterclass and the UX Alliance and opening address to welcome delegates, speakers, partners and clients.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

We explore how large language models (LLMs) are used and understood in diverse contexts, using ethnographic research to connect with unique technological and linguistic landscapes. By examining how LLMs are adopted and maintained locally, we identify situations where they might contribute to digital inequalities or exacerbate existing social and political issues, as well as how these technologies are resisted and adapted by communities. Our focus is on the importance of ethnographic insights in LLM research, offering a framework to prevent oversimplification and misinterpretation of complex interactions, and to promote culturally aware deployments that empower local users.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Understanding context is crucial for UX researchers and designers, as it profoundly shapes user behavior and interactions with digital products. By examining the nuances of how users engage with technology in various environments, designers can create more intuitive and relevant experiences. Kristine will delve into the role of contextual research in experience design, showcasing a series of real-world projects that highlight the impact of context on design decisions.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

With operations across various regions and markets, international organisations face the challenge of delivering a consistent customer experience in an omnichannel environment characterised by multiple channels and touchpoints. This retail client sought to assess the current customer experience and identify potential enhancements to optimise and standardise it across different markets, aiming to increase customer value, loyalty rates, and conversion. The objective includes harmonising the customer journey across markets where feasible and tailoring the experience to specific countries to achieve both cross-country consistency and local relevance in the customer journey. Addressing these challenges requires sophisticated customer journey mapping that combines qualitative insights with quantitative data.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Re-thinking UX isn’t just about improving interfaces or updating technology—it’s about transforming the way companies operate. This talk will challenge traditional solutions to UX in large organisations, emphasising that real change requires reengineering the corporate experience (CorpX) first. We’ll address how legacy systems, siloed teams, and strategy misalignment create systemic barriers to great UX, and why quick fixes often fail to solve the underlying issues. By exploring concepts like service design and systems thinking, we’ll uncover practical approaches to integrate UX into corporate structures and adapt to an evolving customer.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

The rise of the ethical consumer is reshaping UX, as consumers increasingly demand that brands align with their values, from sustainability and social justice to ethical finance. Trust and transparency have become critical components in user experience design, requiring companies to prioritize clear communication, visible certifications, and strong data privacy measures. Katral-Nada will offer practical tips for creating values-driven UX, drawing from her experience in the fintech space, where ethical design plays a crucial role in delivering a successful customer experience.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

What if the car was more than just a means of transportation? In the rapidly evolving automotive landscape of China, this question is being answered in innovative and unexpected ways. This talk will explore how advanced in-car technologies are unlocking a whole new realm of possibilities for the car. By deeply understanding the specific needs and usage scenarios of Chinese consumers, we will uncover the design rationale behind these revolutionary cockpit features that redefine the car as an extension of the driver and passenger's digital lives. Through vivid examples and insightful analysis, this talk will challenge the traditional perception of the car, showcasing how it is evolving into a versatile, personalised, and connected space that seamlessly integrates with the modern digital lifestyle. Prepare to be inspired by the limitless potential of the car in China - a platform for work, play, and everything in between.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

As global demographics shift and the world becomes more interconnected, recruiting participants of specific nationalities for research and projects is becoming increasingly complex. With generations becoming more mixed and people gaining access to multiple passports, traditional methods of targeting specific nationalities are no longer as effective. This presentation explores the evolving landscape of recruitment, examining how these changes impact the ability to select the right participants for research and projects. We will discuss the implications for clients who must now consider a more nuanced understanding of their target audiences, moving beyond simplistic nationality-based criteria. By embracing diversity and understanding the deeper complexities of identity and customer behaviour, clients and researchers can better align recruitment strategies with their goals.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

"How does your organization measure in terms of Design Centricity?" That's what the UX-PM Design Maturity Score helps to answer. Understanding organizational design maturity helps businesses to assess their level of maturity in terms of customer centricity and provides a beacon to guide organizations towards excellence. Understanding where your organizations currently measure also the design maturity scale can provide insights powerful enough to change your organization's future. In today's dynamic digital environment, where customer expectations are continually evolving, organizations face the imperative to prioritize and invest in delivering great experiences. By improving their human-centered design approach, businesses set goals for improving their customer-centric strategy.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

In this talk, we'll dive into the concept of cultural immersions and their transformative potential to build empathy and understanding. Immersions are specially curated experiences that let clients explore an unfamiliar market deeply in a short time. Here, we will discuss how researchers can craft and orchestrate engaging immersion programs with a special focus on immersion kits.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

This presentation challenges the notion of a rapidly changing consumer. While technology and societal norms evolve at an unprecedented pace, fundamental human capabilities remain constant. By examining core motivations that drive human behavior, we can uncover timeless principles for effective UX design. This talk explores the gap between enduring human performance and the escalating expectations shaped by technological advancements and cultural shifts.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

The MENA region is experiencing significant growth; attracting an influx of expats, investments and startups. As customer expectations, preferences, and behaviours evolve, the need to understand cultural nuances becomes crucial for creating meaningful, localised experiences. Join us to explore strategies for crafting impactful, culturally-aligned experiences that resonate with the region's diverse and growing population. Through real-world examples and insights, discover how to effectively navigate this evolving landscape in MENA.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Generative AI is changing the paradigm of how we understand future products and services. This is not just a technological change. The right UX design is crucial for discovering the real value for users and businesses and creating new services that are meaningful and truly intelligent. Still - we need an updated process and new methods to design human-AI collaboration. We'll explore emerging guidelines on how to create intelligent services based on AI while staying human-centred.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Gavin Lew will deliver a presentation showcasing the evolution of accessibility research through detailed case studies. He will share insights from 20 years of conducting in-person sessions, focusing on how products can better support individuals who are hard of hearing or deaf, have low vision or are blind, require mobility assistance, or have various cognitive needs. The presentation will cover lessons learned, study logistical considerations, recruiting techniques for targeting specific demographics, and case studies including the design process of the first hands-free mobile device (operated through audio input only) and mobile app studies aimed at diagnosing mobility issues. Additionally, Gavin Lew will introduce new research on innovative experiences relevant to cutting-edge technologies, inviting the audience to learn and engage in discussion.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Join a panel of UX experts from across the globe to answer questions from the audience, explore the complexities of global research, including managing international studies, navigating local fieldwork, language and cultural considerations, and effective recruitment strategies, share insights on leveraging UX research to enhance user experiences, discuss emerging trends shaping the future of UX research, and analyse recent behavioural shifts​. Join us to gain valuable perspectives and strategies from international experts to optimise UX practices in an increasingly interconnected world. Panelists are Julyien Joohyun Kim (Hankook Research, Republic of Korea), Gavin Lew (Bold Insight, USA), Helga Stegmann (Mantaray Africa, South Africa), Wojciech Chojnacki (Symetria, Poland), Sudipt Shah (Digital of Things, United Arab Emirates) and Mrudula Sreekanth (Peepal Design, India).

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

The wrap-up session will highlight key takeaways from the day's discussions and talks, as well as thank our speakers and delegates. The session will also briefly discuss UX Masterclass 2025, and lead onto the networking mixer.

A collaboration with:
Lindsey DeWitt Prat - Bold Insight, France
Nercy Olivia Lucas - Mantaray, Africa
Mia Lewis - UX researcher and Independent Scholar, USA

Don't miss our FREE, open to all after-party—a fantastic networking mix where you can connect with like-minded individuals and expand your professional circle! This mixer will be at Coco Lounge, Media City, from 6:30pm onwards. Register for the mixer to secure your spot. Looking forward to seeing you there.