DDX Dubai 2024 showcased the future of UX, AI, and product innovation, emphasising the need for human-centred, culturally attuned design. In a three-part LinkedIn series, Estair Robbins, Design Researcher at intO, reflects on key insights from the event—covering the balance between predictability and creativity, the ethical integration of AI, and the challenges of designing for global markets. Read the full series on LinkedIn and join the conversation on the future of research-led innovation.
In a saturated market, how can brands stand out without resorting to gimmicks? Brenton Price’s talk on the “R.E.T.R.A.C.E” framework explored the delicate balance between optimisation and bold creativity in product development. Estair’s first article unpacks these ideas, alongside intO’s approach to innovation research, Strategic Foresight, and Cultural Immersions—methods that help brands break free from predictable trends and uncover fresh, differentiated opportunities.
📖 Follow / connect with Estair on LinkedIn to follow the series
AI has the power to transform service design—but only if it enhances, rather than replaces, human experiences. In her second article, Estair reflects on the “Service Design Meets AI” panel, featuring leaders from Careem, PwC, and Visa. The discussion highlighted the critical need for AI to be culturally attuned, transparent, and supportive of human decision-making—an ethos that aligns closely with intO’s research into AI validation, live behaviour tracking, and ethical AI development.
📖 Follow / connect with Estair on LinkedIn to follow the series
In an increasingly globalised world, one-size-fits-all design rarely succeeds. In her third article, Estair reflects on Amanda Cano’s talk on managing UX across multiple cultures and industries. This piece delves into the complexities of leading multicultural teams, adapting research methodologies, and designing within regulatory constraints—all key challenges that intO helps global brands navigate through cross-market research and localised insights.
📖 Follow / connect with Estair on LinkedIn to follow the series
From differentiation in product development to the ethical application of AI and the nuances of cross-cultural UX, the discussions at DDX Dubai 2024 reflected many of the challenges that businesses face today. At intO, we believe that deep cultural understanding, rigorous research, and human-centred methodologies are the foundation for designing products, services, and experiences that truly resonate with users—wherever they are in the world.
If you’re interested in exploring these topics further, connect with Estair on LinkedIn, read the full series, and join the conversation about how research and design can drive meaningful innovation on a global scale. Where do you see the biggest opportunities for culturally attuned, research-led innovation in your industry?
📌 Follow / connect with Estair Robbins, and read the series here.
In fast-moving, remote-first product teams, empathy can erode - both with users and between colleagues. intO’s Empathy Days offer a one-day immersion that reconnects teams with real people and shared purpose. Blending fieldwork with reflection, these sessions create long-lasting clarity, alignment and motivation. In this article, Research Director, Laetitia Sfez, explains why they’re as energising as they are insightful.
In today’s fast-moving, globally distributed work environments, short-form research experiences like Empathy Days and Cultural Immersions are proving invaluable. As Research Director, Laetitia Sfez, explains, these formats reconnect teams with real users, either through energising, collaborative sessions or deep, contextual exploration in local markets. Though brief, both deliver enduring impact by challenging assumptions, aligning teams, and anchoring innovation in authentic human insight. This article helps you choose the right format, and shows how intO delivers each with strategic care and cultural sensitivity.
