Are there parking options available?

You can park at the NCP Rapports, which is a two-minute walk away from Ty Admiral. Alternatively, the St David's Shopping Centre Car Park, or John Lewis Car Park, are also very close.

Do I need to bring a ticket with me?

Yes, please bring either a digital or printed copy of your Eventbrite ticket so we can check you in at the door.

How do I know where to go when I arrive at Ty Admiral?

You'll need to check in at Reception. Someone from our team will be able to direct you to Floor 1 where the event is taking place - we will ensure it is sign posted so you can find your way easily. You're welcome to arrive from 8:30 am

Can I walk to Ty Admiral from the train station?

Yes, both Cardiff Central and Cardiff Queen Street are a short walk from Ty Admiral (around 10 minutes).

Will food and drinks be provided?

Yes, we will provide morning coffee, lunch and post event drinks (alcoholic and non alcoholic), along with nibbles throughout the day.

I have dietary requirements, will I be catered for?

Yes, we can offer specialised catering for dietary requirements. Please ensure you state your requirements when you sign up. Please note, alcohol will be served at the event.

Is the venue accessible?

Yes, there is accessible access to the venue. If you'd like to understand more, or would like extra support on arrival, please reach out to the organisers.

Can I attend if I am not based in Wales?

Yes absolutely. We welcome anyone passionate about UXR and service design.

Will talks be recorded?

We will capture photos and some short video highlights, but full talks will not be recorded. We will be sending you the slides shared after the event, if the speaker is happy for them to be distributed.

How long is each talk?

Talks are 20 minutes each, followed by a short 5-minute Q&A.

Can multiple people from my team sign up?

Yes, but please note that each attendee needs to register individually through Eventbrite.

Few tickets left

Wednesday, 22 October

The Wales UXR Summit 2025

By Admiral Group Plc

A summit for UXRs & service designers, exploring "Customer Research for Transformation" with talks, interactive sessions & group discussions

Date and time

Location

Ty Admiral, Floor 1

Ty Admiral David St Cardiff CF10 2EE United Kingdom

Lineup

Agenda

8:30 AM - 9:00 AM

Check in & Registration

Check in at the reception. A member of the team will be there to direct you to Floor 1. Do not forget a digital or paper copy of your tickets!

9:00 AM - 9:30 AM

Coffee & Networking

Grab a cup of coffee or tea, meet fellow researchers & designers and settle in

9:30 AM - 9:45 AM

Introduction & Welcome

Renée Barsoum, Head of Research and SD, Admiral

9:45 AM - 10:15 AM

Keynote Speech

Emma Huntington, CEO Admiral Pioneer

10:15 AM - 10:40 AM

Behaviour Design – The Neglected Aspect of Good User Experience

Pat Jordan, Prof. of Design Psych. ,Middlesex University

Research shows that human-human interaction is often rated as the single biggest factor in determining the quality of a user experience. However, it is often neglected in UX, with the emphasis being ...

10:45 AM - 11:05 AM

The Abrupt Customer Need: Researching When Things Go Wrong

Meadhbh Hayden, Senior User Researcher, Monzo

In customer support, people rarely know how they'll handle a problem until it happens. This talk will explore how user research at Monzo brings clarity to complex banking operations by breaking down ...

11:05 AM - 11:15 AM

Break

11:15 AM - 12:00 PM

Customer Impact Score (CIS) workshop

Stuti Vora, Senior User Researcher, Admiral

Rohini Singh, Lead User Researcher, Admiral

Quantifying desirability and giving the customer a voice amongst business and tech requirements within prioritization of initiatives and back log.

12:00 PM - 1:00 PM

Lunch

1:00 PM - 1:25 PM

Election, everywhere, all at once – Shadowing the 2024 General Election

Gruffydd Siôn Ywain, Creative Director of SD, BBC

Designers long to see their products in action - to witness firsthand the impact of their designs. But when your users are journalists and your products are the systems powering the BBC’s news operat...

1:25 PM - 1:50 PM

Beyond Insight: Creating the Conditions for Research to Drive Change

James Tattersfield, Founder & CEO, Polar Insight

Great research doesn’t speak for itself - it lands when the audience is ready to hear it. This talk explores how to prime stakeholders before the insight arrives, so they’re open, engaged, and prepar...

1:50 PM - 2:15 PM

Designed for one, better for all

Ben Taylor, User Reseacher, Admiral, Ex-Dyson

What if designing for disability wasn’t just inclusive, but a catalyst for innovation? This talk explores how inclusive research leads to surprisingly universal breakthroughs, how ideas that intended...

2:15 PM - 2:25 PM

Break

2:25 PM - 2:50 PM

Doing the right thing, can be challenging

Katinka Schaaf, Head of Service Design, Admiral Pioneer

Lucia Delgado, Service Designer, Admiral Pioneer

We all know involving stakeholders in our research and design process matters, but what about when the outcomes aren’t as expected? This talk explores the challenges of making research actionable, wh...

2:50 PM - 3:35 PM

UXR POV Workshop

Renée Barsoum, Head of Research & SD, Admiral

Huseyin Dogan, Professor, Bournemouth University

Presenting the UXR Point of View framework and playbook, which supports professionals in crafting and presenting a compelling narrative that aligns with the needs of their users and stakeholders. Th...

3:35 PM - 4:00 PM

Closing speech

Alan Dix, Welsh author, researcher, and HCI professor

4:10 PM - 6:00 PM

Drinks & Networking

Optional

Good to know

Highlights

7 hours 30 minutes
In person
Doors at 08:30

About this event

Business • Other

Welcome to the first ever Wales UXR Summit – Transforming with research powered by Admiral and Askable.

We’re bringing together researchers, service designers, and leaders from Adimral, Monzo, BBC, Polar Insight, Admiral Pioneer, and universities across the UK for a one day event in Cardiff.

Expect a mix of inspiring talks, practical workshops, and plenty of time to connect with people who care about putting customers at the heart of change.

What makes this day special?

Be inspired by keynote speaker Emma Huntington (CEO of Admiral Pioneer) and leave with fresh energy from our closing talk by leading HCI professor, Alan Dix.

Hear how Monzo tackles customer needs when things go wrong, and how research shapes strategy in moments that matter most.

Step behind the scenes with the BBC design team as they shadowed the 2024 General Election, from local radio to the swingometer.

Learn how inclusive design can spark innovation, how behaviour design transforms user experience, and why making research actionable can be harder than it looks.

Get hands-on in workshops exploring how to quantify desirability and get a flavor of the UXR POV Playbook.

Whether you're a researcher, service designer, UX designer, product manager, or just curious about the field, there's something here for everyone to take away.

Why come along?

You’ll walk away with:
> Practical tools and frameworks to use straight away in your work
> Real world case studies from financial services, media, and academia
> Fresh perspectives on inclusivity, impact, and evidence led design
> A stronger network of peers across Wales, South England, and beyond

All in a relaxed and friendly setting, with coffee, lunch, and post event drinks (sponsored by Askable) included.

This is a chance to learn, connect, and shape the future of UXR together.

Organised by

Admiral Group Plc

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