Adam Babajee-Pycroft is a highly experienced UX Director with a passion for solving complex design problems with a pragmatic and iterative approach. He has 15 years of experience designing software, eCommerce platforms, and content-driven websites. With his unparalleled skills in making clients and stakeholders enthusiastic about user-centered design, he founded and led a successful UX agency for more than nine years, delivering over 50 projects. As an expert in strategy research, and design, Adam has a strong focus on rapid problem-solving and learning, making him an indispensable asset to any team. He has previously served as the Head of UX & Product Design and a Managing Director at Natural Interaction, Principal UX Consultant at Natural Interaction, and Senior UX Consultant at AXA UK. Currently, Adam is the Director of Experience Design at Immersive Labs where he continuously leverages his technical prowess to engineer interactive and exciting user experiences that spur user engagement.