Date
TBC
Duration
40 min
Location
TBC
Note: This session is included in the conference ticket, but specific program has not been finalised.
Most product teams don’t fail due to poor design, weak research or bad engineering – they crash because they build the wrong thing on a foundation of hope. In this high-energy session, discover how unreliable self-reports and opinion-led decisions fuel catastrophic failures. Drawing on Scientific Design principles, learn an evidence-led playbook for the AI era: prioritise observed behaviour over assumptions, standardise user needs and trace every feature to measurable outcomes. Launch products that truly succeed and ditch hope for validated insight.
Nick Fine
Principal UX Research Consultant and Strategist
Adaptavist
Dr Nick Fine is a UX psychologist and user researcher specialising in evidence-led product design, behavioural modelling, and human-centred decision-making. With over two decades of experience working across enterprise, SaaS, and complex technical products, he helps organisations move beyond surface-level UX and build the right thing based on validated user needs. Dr Nick is known for his rigorous stance against checkbox research, vibes-based design, and untested assumptions, and for translating psychology and research insight into practical product outcomes. He currently works in the Office of the CTO at Adaptavist and regularly speaks on scientific design, AI-accelerated research, and the future of UX practice.
