Explore. Learn. Transform.

Share the UX Journey at UXSYM

Oct 28, 2025, 8:30 AM – 6:00 PM

Campus Center, Worcester Polytechnic Institute

Welcome to UXSYM 2025 — the premier symposium for aligning academic and industry research to shape the future of human-centered product design in the age of AI.

About UXSYM

UXSYM 2025 is where AI meets User Experience (UX) research to spark the next wave of product innovation. As user expectations rise and digital experiences grow more complex, UX research has become essential to creating intuitive, impactful, and profitable products. This year’s symposium explores how AI is transforming the way we understand users, generate insights, and design for human flourishing. From data-driven decision-making to creative design breakthroughs, AI is redefining what is possible in UX. Join leading researchers, industry experts, and design innovators for a day of talks, panels, and workshops — all focused on shaping the future of AI-enabled, human-centered product design.

UX Research

At the intersection of design, technology, and business, UX Research refers to a scientific approach to understanding human needs and addressing those needs by creating digital solutions. As a key driver of innovation and market differentiation, UX research supports the development of a wide range of products, from complex workplace systems such as robotic platforms and decision-support tools to everyday technologies such as mobile apps, websites, and smart home devices. By grounding design decisions in data-driven insights, UX research empowers product innovation across many industries such as Healthcare and Medical Services, Financial Services and Banking, Information Technology (IT) Services, Retail and E-commerce, Hospitality and Tourism, Entertainment and Media to name a few.

Program (Updated Regularly)

 

8:30 AM
Registration & Network (Coffee and Networking)
9:30 AM
Welcoming Remarks
9:45 AM

Keynote: UX – A view from the C-Suite (Brian McLaughlin) Location: Odeum A

Navigating the complexities of creating and delivering solutions that customers love during times of constant change is fun…right? There may not be an exact playbook to follow; however, there are some fundamentals that hold true regardless of size of company, market vertical, or the latest technology. Hear about some lessons learned with a little advice thrown in from someone who has navigated these challenges many times in his role as Chief Experience Officer at a leading software company in the payments and business technology space.
10:45 AM
Networking Break and Demos
11:00 AM

Panel: Human-Centered AI: Aligning Technology with Real-World Needs (Brian McLaughlin, Lloyd Fisher, Danae Zoellin, Moderator: John Wyatt) Location: Odeum A

Turning cutting-edge AI research into real-world, human-centered solutions is both challenging and essential. This panel explores how to build scalable, deployable AI systems that meet real human and business needs. Using a real-world case study, panelists will discuss the technical, operational, and design decisions required to align AI capabilities with practical, ethical, and user-centered outcomes.
12:00 PM
Lunch and Networking
1:30 PM

The Role of Eye Tracking and AI in Product Innovation: What’s Working, What’s Not, and What’s Next. Insights from Two Decades of Research in Human-Centered Design (Soussan Djamasbi ) Location: Odeum A

What if you could actually see how people interact with your product through their eyes? Eye tracking makes that possible. By analyzing eye movement data, we can not only observe what people pay attention to but also detect whether they are engaged or feeling confused and overwhelmed. This opens new doors in human-centered design, not only for enhancing user testing but also for enabling AI systems that can recognize user needs in real time. So, with all this potential, why hasn’t eye tracking become a standard part of industry R&D? In this session, through real-world case studies, we will explore how eye tracking can transform product innovation, examine the barriers to its adoption, and share practical strategies to overcome them.
2:30 PM
Networking Break and Demos
2:45 PM

Featured talk: Scaling UX with AI: Designing for Impact in a Global Advertising Experience (Danae Zoellin) Location: Odeum A

Designing seamless, customer-focused experiences is challenging—but doing it at scale across a multi-billion-dollar advertising solution is a whole different level. There’s no one-size-fits-all approach, especially when working within a complex business like Amazon. However, there are lessons, patterns, and tools that make a real difference—particularly when and how to use AI to streamline decision-making, unlock insights, and uncover new opportunities for innovation. In this talk, expect real-world stories, hard-earned lessons, and practical advice on designing for scale, working smarter with AI, and creating experiences that truly make an impact.
3:45 PM
Networking Break & Demos
4:00 PM
  • Mini Workshop: Design Thinking, Accelerated: Transforming Feedback into Function with AI (Margaret Davey)  Location: Odeum A
    This session explores how artificial intelligence is reshaping the design thinking process—bridging the gap between consumer insight and tangible output with unprecedented speed. Learn how AI-powered tools can rapidly synthesize user feedback, generate design concepts, and iterate prototypes in hours rather than weeks. By streamlining early-stage ideation and experimentation, this approach empowers UX researchers to move beyond traditional evaluative roles and step into more strategic product leadership. Attendees will gain practical insights into how AI enhances empathy, accelerates innovation, and positions research as a driving force in product development.
  • Presentation: How to Show the Value of User Experience (Doug Roerden) Location: Mid Century
    Showing value to those who control funding is paramount to success and career survival. Learn how Return On Investment (ROI) and The Platinum Rule are the shiniest keys for showing value and learn a more objective way to view, talk about, and show the tremendous value that User Experience (UX) brings, in a way that our stakeholders can understand it, be energized by it, and will be sure to invite us to “the table.”
  • Mini Workshop: Designing for Peak Performance: The Inner Architecture™ Method for Focus, Wellbeing & Alignment (Navneet Magon Anand) Location: Odeum C
    In today’s fast-paced world of burnout and distraction, understanding how the design of our spaces can reduce stress and enhance focus is more important than ever. This mini workshop introduces the Inner Architecture™ Method—a science-backed framework that reimagines space as a strategic tool for leadership and productivity. It goes beyond traditional aesthetic considerations, focusing on intentional design that supports both inner performance (mental clarity and emotional well-being) and outer performance (how effectively you operate in the physical world). Attendees will walk away with tools to transform their environments—from high-performing workspaces to personal settings—into engines of sustainable growth, aligned leadership and peak performance
  • Mini-Workshop: Taking Off the Gloves: Transforming Design Feedback with Visual Thinking Strategies (Tammy Coutt and Susan Richardson) Location: Hagglund
    Tired of design critiques feeling like a battle? This mini-workshop introduces Visual Thinking Strategies (VTS), a collaborative approach that shifts feedback from subjective opinions to constructive dialogue. Attendees will learn how to foster open-ended discussions, engage stakeholders meaningfully, and improve the quality of feedback using a structured, proven method. Real-world examples and practical tips included.
5:00 PM
Closing Remarks & Networking

Doaa Alrefaei, Ph.D., is a faculty member at the School of Economics and Administration at King Abdulaziz University in Saudi Arabia. She is also a research associate at the User Experience and Decision Making (UXDM) Lab at Worcester Polytechnic Institute (WPI). Her research lies at the intersection of human-computer interaction, eye tracking, and Neuro Information Systems (NeuroIS), with a strong focus on enhancing user experience design through AI-driven, neuroscientific approaches. Dr. Alrefaei’s work explores the application of eye-tracking and NeuroIS in healthcare settings, aiming to improve user interactions and support better outcomes in healthcare systems.

Navneet Magon Anand is a Human-Centered Design Strategist, artist, author, and educator, known for pioneering Quantum Design—a multidisciplinary approach that integrates design, neuroscience, quantum theory, and aesthetics to elevate human potential. As the founder of Design Veritas, Navneet collaborates with visionary leaders and organizations to create environments and experiences that foster wellbeing, creativity, and authentic connection. Her work bridges neuroaesthetics, spatial intelligence, and systems thinking, guiding individuals and organizations toward conscious transformation and meaningful impact.

Tammy Coutts, FACHDM is a Principal Designer at MEDITECH with over 32 years of experience driving user-centered innovation in healthcare technology. She leads cross-functional teams through every phase of discovery, design, and development—ensuring user needs and business goals stay closely aligned. Tammy is a champion of strategic UX and inclusive design, applying advanced methodologies, synthesizing in-depth user research, and promoting accessibility as a core design principle. Throughout her 15+ years as Lead Software Designer for UX/Usability, she has mentored teams, developed training programs, and played a key role in building a culture of collaboration and continuous learning. She is a fellow for the American College of Health Data Management.

Margaret Davey is a UX Researcher at UKG, where she leverages her deep expertise in qualitative research, stakeholder engagement, and human psychology to design impactful, user-centered solutions. With a background that spans startups, enterprise innovation, and venture incubation, Margaret has played a key role in launching products that address real-world needs with clarity, empathy, and s trategic insight. A self-described question enthusiast, Margaret brings curiosity and rigor to every stage of the UX process, ensuring decisions are grounded in research and driven by a deep understanding of users. Her passion for uncovering user needs and pain points fuels her belief that the right questions not only surface the truth but also drive growth, innovation, and better outcomes for both people and organizations.

Soussan Djamasbi, Ph.D., is a Professor of Information Systems and the founder and director of both the User Experience and Decision Making (UXDM) Lab and the Neuro Information Systems (NeuroIS) research program at WPI. Her research leverages eye-tracking technology to explore human information processing at a micro-cognitive level, with the goal of developing competitive, user-centered solutions. Dr. Djamasbi is also pioneering the use of eye movement data as a biomarker of experience, applying AI to design smart systems capable of real-time personalization based on users’ cognitive states and level of engagement with the system. Her most recent work focuses on developing the next generation of smart clinical decision support systems, using eye movements to detect health symptoms such as chronic pain and anxiety—bridging the gap between technology and human well-being.

Lloyd Fisher, MD is a general pediatrician at Reliant Medical Group where he has been in practice since 2006 and the Chief Medical Information Officer for Optum Massachusetts.  During his time at Reliant he has worked to improve efficiency through innovative uses of the Electronic Health Record (EHR).  He was the founding director for the Provider EHR Optimization team and has more than 19 years of experience as a clinical informatics presenting at numerous national meetings. Outside of his roles within Optum he serves as the Chief of Community Pediatrics for the University of Massachusetts Medical School and Medical Center where he acts as the liaison between the academic medical center and the 150+ community-based pediatricians in the region.  He is a past President of the Massachusetts Chapter of the American Academy of Pediatrics, an organization representing over 1700 pediatricians across the state and currently the Medical Director for the Chapter’s Immunization Initiative.  He is also a Delegate to the House of Delegates of the Massachusetts Medical Society. Dr. Fisher earned his bachelor’s degree in biology from The University of Vermont and his medical degree from The University of Massachusetts Medical School where he also completed a residency in pediatrics.  Dr. Fisher is board certified in both pediatrics and clinical informatics. He and his wife reside in Central Massachusetts with their three school-aged children.  When he is not working, he can usually be found watching his children acting, singing, or dancing on stage or competing in a Taekwondo tournament.

Brian McLaughlin is a passionate and proven visionary in the areas of innovation, user experience, usability, design, standards compliant UI construction techniques, and mobile devices. As a former Chief Experience and Design Officer, Brian has been a member of the executive management teams as well as having spent countless hours as an individual contributor in his early years as a designer, illustrator, and frontend developer. Over the span of his 40 year career, he has led creative design teams, user experience teams, product innovation teams, as well as technology and development teams to deliver best-in-class customer experiences across several different markets.

Susan Richardson is a Lead Software Designer at MEDITECH with over 30 years of experience in the healthcare technology industry. Throughout her career, she has held key roles in Customer Service, Project Management, and Development, giving her a well-rounded perspective on the user experience and product lifecycle. Known for her ability to build strong, lasting relationships with customers, Susan is deeply committed to understanding user needs through direct engagement, research analysis, and cross-functional collaboration. Her career reflects a continuous drive for innovation, improvement, and the delivery of high-quality, user-focused healthcare solutions.

Doug Roerden is an impactful leader, serving people through purposeful, human-centric experiences. Collaborating with business, technology, and other partners, Doug leads UX for banking, financial services, and insurance. An international speaker, facilitator, and advisor on several boards, Doug’s thought leadership and multi-decade practice bridges personal computing through today’s digital worlds for Fortune and Global 500 companies. Doug holds a Bachelor of Music in Jazz Composition & Arranging from Berklee College of Music and is on a mission to make things more intuitive for those who are ready, willing, and able.

John Wyatt is a Senior Program Manager of Research Operations at Amazon. With over a decade in the UX/UXR realm, John has empowered both Fortune 100s and nimble startups to launch and scale UXR programs, converting insights into actionable outcomes. John believes in UXR’s potential to not just spearhead product innovation but to also instill a customer-centric ethos. A leading member of UXSYM’s organizing committee since its inception, he remains captivated by the partnership and innovation from academic-industry collaborations.

Danae Zoellin is a seasoned design leader with over 10 years at Amazon, where she has spent the last 3 years as the Senior Manager of Design for Amazon Advertising. In this role, she leads cross-functional design teams to drive innovation and deliver customer-centric solutions at scale. Her work focuses on aligning design strategy with business goals and building scalable systems that enhance user experience across Amazon’s multi-billion-dollar advertising business. Prior to this, Danae served as a Principal Program Manager, helping shape Amazon’s global advertising strategy within the design organization. Her dual expertise in design leadership and program strategy gives her a unique ability to connect big-picture vision with operational execution. Danae brings a compelling perspective to the evolving conversation around AI and UX, demonstrating how design-led innovation can drive measurable and meaningful business outcomes.

Buy Tickets

Rate Schedule

Sept. 29, 2024 – Oct. 27, 2025

Regular – $99

Regular Student – $49


Oct. 28, 2025

At the Door – $139

At the Door Student – $69

Where It’s At

 

Rubin Campus Center,

Worcester Polytechnic Institute

Organizing Committee
Soussan Djamasbi (Conference Co-Chair)

Soussan Djamasbi (Conference Co-Chair)

Professor of Information Systems, Director of User Experience and Decision Making (UXDM) Lab, WPI

  Doaa Alrefaei   (Conference Co-Chair)

Doaa Alrefaei (Conference Co-Chair)

Faculty Member, KAU & Affiliated Researcher, User Experience and Decision-Making Lab, WPI

Matt Ferguson (Industry Engagement Co-Chair)

Matt Ferguson (Industry Engagement Co-Chair)

Chief Digital Officer & Acting CEO, Right Side Shift

John Wyatt  (Industry Engagement Co-Chair)

John Wyatt (Industry Engagement Co-Chair)

Sr. UX Researcher, Amazon

Prateek Jain (Event & Communications Chair)

Prateek Jain (Event & Communications Chair)

UX Design Researcher, IKS Health

Sponsors & Contributors