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.
Key Takeaways from the Series
1. Beyond the ‘Sea of Sameness’ – How Predictability and Creativity Can Coexist in 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.
2. AI in Service Design – Human Empowerment Over Automation
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.
3. Designing Without Borders – How Cultural Intelligence Shapes Innovation
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.
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?
The best researchers know that good research doesn’t happen in isolation; the most valuable insights come from diverse perspectives, cultural awareness, and cross-disciplinary collaboration. Join us at the People of Research event in London on March 27th—a gathering of UX Researchers, Research Ops professionals, Behavioural Scientists, and others who understand the value of expanding their network beyond their immediate environment.
We’re proud to announce that Studio intO has been shortlisted for Multi-Territory Agency of the Year at the Global Agency Awards 2025! This recognition is a testament to our commitment to helping brands expand with confidence, cultural intelligence, and strategic precision—ensuring global strategies resonate at a deeply local level.
