BIMA Breakfast Briefing | Experience Design | Keeping Customers Engaged

Posted by BIMA

Understanding how people think, feel and behave is essential to modern marketing success. Join a panel of experts to discuss how designing to elicit an emotional response from customers can  help build relationships that last beyond the initial spark.

Speakers Include:

Shey Cobley, Associate Director of UX, Critical Mass (Moderator)

Shey Cobley has 10 years of experience of working in the UX sector. In that time she has crafted and built UX-friendly digital designs across numerous industries, including local government, sports, travel, aviation and financial services. For the past six years she worked for Optimal Experience (now PWC) in Australia, before joining digital design agency Critical Mass in London in 2014. In her time at Optimal, she overhauled digital for the NRL (National Rugby League), worked on massive government projects and in financial services for Australia’s leading bank Westpac.

Since joining Critical Mass, Shey has taken her expertise in creating exciting, user-friendly interfaces for traditional industries such as finance and local government, and adapted this to her work with clients including CitiBank (where she’s currently overseeing a global UX project), HP and South African Tourism – designing experiences that will create new opportunities for each brand’s customers. 

Outside of her day job, Shey has contributed regularly to the UX alliance – helping to set international best practice studies for mobile banking, airlines and financial services – as well as contributing to the annual SOCITM (society of IT managers) audit of local government websites, ranking local government websites and providing advice on best practice. Shey was recently named as one of BIMA’s Hot 100 for her contribution to the UX industry.

Meriel Lenfestey, Partner at Foolproof

As the founder of Flow Interactive in 1997, she played a key role in shaping the new digital design specialism of customer experience, working with clients across transport, entertainment, financial services, education, consumer electronics, telecoms, retail and more. Flow created a market for insight-led design and strategy by helping clients successfully embrace digital, and was the training-ground for a new generation of respected designers. Since combining forces with Foolproof 4 years ago, she now offers clients strategic design advice as well as providing her unique viewpoint to Company Boards as a Non-Executive Director.

Anna Kirah, Chief Experience Officer at Making Waves

A digital consulting company based in Oslo, Norway. Anna is an internationally acclaimed design anthropologist and psychologist who has worked in corporations such as Boeing and Microsoft, and consulted with customers in a wide variety of sectors including software development, advertising, transportation, retail, banking, and public services. In addition to Making Waves, she sits on the board of Design Without Borders which applies the strategic service design to solving challenges in developing countries. Design Without Borders is a partner of the United Nations with projects with Unicef and The World Food Programme.

Andy Budd, User Experience Designer and CEO at Clearleft.

Andy is a best selling tech author, curates the dConstruct and UX London conferences and helped set-up The Brighton Digital Festival. Andy created Silverback, a low cost usability testing application for the Mac, and co-founded Fontdeck, a web typography start-up. Andy is a regular speaker at international conferences like SXSW, An Event Apart and The Next Web. Never happier than when he’s diving some remote tropical atoll, Andy is a qualified PADI dive instructor and retired shark wrangler.

It’s not rocket science. We don’t need to employ tricks to keep customers engaged. Good content may not be sexy or make us feel smart, but it does work. So if you’re using persuasive tricks to keep the spark doing it’s probably already too late. So as with real world relationships, you could use NLP and other “pick-up” tricks to convince a potential suitor that you’re worth their time, but this often comes across as creepy. Instead, you should practice being helpful, interesting and above all genuine. 

James Downes, Founder & Director, Pancentric 

James is a strategy director at Pancentric, which he co-founded 12 years ago after a career as a technologist in management consultancy. He sits on board of the Design Business Association (DBA) and is an evangelist of service design and design thinking, a strategic approach that businesses can use to drive innovation and value creation.

Ross Timms, Strategy Director, CX, Rufus Leonard

Ross joined Rufus in 2014. As Strategy Director for CX, Ross works on helping establish the balance between a brand’s commercial and market aspirations and business objectives, its current or planned capabilities and the needs and behaviours of current and future customers. Ross works closely with the design/UX and delivery teams to help turn this work into a real and relevant customer experience.

Prior to Rufus, Ross worked at Engine and at IDEO in London and San Francisco as a Service Designer. Most recently, Ross was a Strategy Director at Wilson Fletcher. He has worked across the full lifecycle of design and innovation projects for clients such as BT Sport, RBS, Pizza Express and The AA. 

Timings: 8:30am arrival for tea, coffee, pastries and networking9am kick off 10am ends.

Venue: The Club at the Ivy, 9 West St, London, WC2H 9NE 

Tickets: BIMA members and staff of member companies are invited to register for free. Get your 100% discount promotional code in the BIMA newsletter or by contacting


Ross Timms

Rufus Leonard

Strategy Director, CX

Shey Cobley (Moderator)

Critical Mass

Associate Director of UX

Andy Budd


User Experience Designer & CEO

James Downes



Anna Kirah

Making Waves

Chief Experience Officer

Meriel Lenfestey




Tue, 08 Sep 2015
08:30 - 10:00


The Club at The Ivy,

9 West Street, London, WC2H 9NE


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