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UX of Retail



River Island


18:30 – 19:00 – Networking (with drinks and nibbles)
19:00 – 19:30 – First talk & questions
19:35 – 19:50 – Second talk & questions
19:50 – 20:00 – Break
20:00 – 20:30 – Third talk & questions
20:30 – 21:00 – Networking followed by late drinks (venue t.b.c)

Calen Cole, Stripe Partners – How To Speak to Your Robot: Lessons from Conversational Commerce

Calen will be sharing lessons gained from ethnographic research concerning retail on voice-first devices conducted in the US and in China. He will be speaking on how we can develop meaningful and effective offerings that serve a diverse range of users in their everyday lives.

Calen is a Consultant at Stripe Partners where he leads research projects for strategy and innovation, specialising in ethnographic research. He holds a Masters in Social Anthropology from the London School of Economics where his dissertation explored online communities. Before coming to London Calen worked for Insight Strategy Group and ReD Associates in New York. His research experience spans media, technology, healthcare, consumer goods, food, and retail; clients he has worked with include SamsungIntel and P&G.

Andrea Fiorini, MADE.COM – Designing for imagination in e-commerce 

During user interviews, Andrea noticed that the word ‘imagination’ came out very often while talking about the online shopping experience. She investigated how different personas perceive a product page and how imagination can shape their decision-making. This talk will focus on those research findings and how UX can satisfy users’ imagination, creating a personalised online experience.

Andrea is a UX Researcher at MADE.COM, and has always been curious about what humans beings do and how we think. Her studies in Media and Culture at Birkbeck College led to an initial interest in how people approach technology. After experience in digital marketing, she wanted to dig into UX. She completeted a General Assembly course and, after a short freelance experience, she moved to her current role.

Jon Brace, CX Partners – A Case Study of the Research & Design Process In Retail 

Jon will present a case study into a long-term research project with a retail client. He will provide an insight into the methodologies employed, how the research was performed and analysed, and how this iterative process informed the design of the digital systems for the client.


User Experience Professionals' Association is a not-for-profit dedicated to promoting and supporting UX and its practitioners.

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