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If it ain’t broke help fix it anyway!

Brought to you by The User Experience Group

We are all creatures of habit and reluctant to even consider changing things when they work. Why should you? 

About the event

We are all creatures of habit and reluctant to even consider changing things when they work. Why should you?  The short answer: because you might be missing out on something that is better without you knowing it. Donald Rumsfeld illustrated this in his famous quote about the unknown unknowns in the context of a military threat, but unknowns are not just threats - sometimes they may be opportunities.

However, in many cases, it takes a big threat such as Covid to force people to seek out the unknown. In doing so many of us will have had the big ‘aha’ moment when you realise that this new way of doing things, be it large or small, actually also would have been better before the big disruptor. Now that you know you don’t want or can’t go back to the old ways of doing things.   

This online UX event is all about sharing what ‘best bits of the new’ you have discovered and share these with the SIG audience for discussion, further improvement and mutual benefit. Any insights you have gained through being forced to change how you live your life are welcome, but might include topics such as new ways of working, re-evaluating priorities, rethinking work-life balance to the benefit of both, new tools, new ways of using old tools, etc.  Participants to this event are encouraged to share their ‘best bits of the new’ with 1 slide and a 5-minute narrative followed by a brief discussion.

If you are interested in participating in this event then please consider submitting a short description of your ‘best of the new’ that you would like to share beforehand. Submissions are to be emailed to

You can follow @CambWireless on Twitter and tweet about this event using #CWUX.


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The information supplied below may be subject to change before the event.


CW welcome from Simon Mead


Introduction to User Experience group


Natalie Gould, CFO, Balsamiq


Speakers to be announced


Panel session and audience Q & A






Event close


Natalie Gould - CFO, Balsamiq

Natalie Gould joined Balsamiq, a remote software company and makers of Balsamiq Wireframes, in 2010 and has been involved in many areas of work as the company has grown. She currently is the CFO and leads the Admin Team and company-wide Kaizen projects (team building, process improvement, policy setting, and discussions). She is honored to serve in a role she hopes contributes to building not only a financially healthy company, but also one with a safe, welcoming, and positive work environment.

SIG Champions

Marine Barbaroux - Head Of User Experience, Fluidic Analytics

Marine is a digital product and service designer in Cambridge and has been in and around the design field for more than 20 years. With an education in product design and graphic art, she joined the world of software and now applies her skills to ensure great user experiences at Cambridge Consultants. She's designed a number of products and managed UX teams both in France and in the UK, mentored at Springboard (now TechStar London), and recruited a fair number of whatever-the-flavour-of-the-month-is-UX-o-tronologists you can think of... For her, design is about problem-solving more than anything. The role of a designer is to come up with novel concepts where required, but also make sure those are realistic and achievable. Cooperation is key. In her spare time, she works with acrylics, Photoshop and Illustrator to keep the creative juices flowing!

Allan MacLean - Director, Amdeo

Amdeo specialises in the development and exploitation of high tech innovations. Amdeo principal, Allan MacLean, has worked in research and management roles at the leading edge of Information and Communication Technologies for over 25 years. He was a founder member of Xerox's European Research Centre in the 80's and was a major contributor to building it into one of the world's leading centres of expertise in the user centred design of innovative technologies. In 2002, he co-founded Image Semantics, which he helped lead to become a global provider of innovative mobile applications and services. Allan has frequently advised on funding programmes in the UK, Europe and North America to help improve the fit between technologies and human needs and improve the exploitation of government funded research.

Geoff McCormick - Senior User Experience Architect, Akendi UK

Geoff has worked as a business consultant in the design industry for over 10 years. In that time he has worked with some of the world's most famous and successful designers, where his role was to help designers, companies and brands to try and maximise the commercial effectiveness of design. His experience covers every populated continent and a diverse range of sectors, including developing a mobile petrol retail station, an interior design system for VIP aircraft, hydrogen powered vehicles, packaging strategies for FMCG brands and innovation programmes utilising Asian sourcing. It is this breadth of experience that he values most. Common across all of his clients and projects is the desire to create truly unique experiences that occupy a space in peoples' hearts and minds.

Leo Poll - President Akendi UK/Europe, Akendi UK

Technically everything is possible, making it work for people is where the real challenges are. Addressing these challenges from an end-user perspective in a way that makes business sense is what drives Leo. With more than 20 years of experience in Innovation driven Experience Research and Design he is able to bring an ability of strong lateral thinking combined with broad domain knowledge of applications/markets and technical enablers. Previous to his role at Akendi, Leo worked for the mobile phone division of Philips in Le Mans, France, managed numerous international projects whilst employed by Philips Electronics UK, was a member of the global 'Connectivity Programme' board of Philips Research, (Co-)founded Ryppel Ltd, Eversfield Innovation Ltd, Galileo Software Adviesbureau v.o.f.

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