Senior UX
Designer

Trade show attendees were overwhelmed by directories of thousands of exhibitors, with no meaningful way to find who was actually relevant to them. Discovery was essentially a manual search problem — time-consuming, frustrating, and leading to poor event ROI for visitors. RX Global needed a smarter approach that could scale across their portfolio of 250+ events and brands.

I led UX design end-to-end — from initial discovery through to launch — for an AI-powered recommendations engine built on AWS Bedrock using large language models. The system delivers personalised exhibitor and supplier suggestions based on both explicit user input and implicit behavioural signals (navigation patterns, dwell time, interactions).

Designing for LLM-powered features requires a fundamentally different approach to UX — you're not designing deterministic flows but probabilistic experiences. Managing user expectations around AI confidence, handling edge cases gracefully, and building trust incrementally were the most interesting design challenges I've worked on. The project also reinforced how critical it is to involve engineers early in the design process when the output space is defined by model behaviour rather than fixed logic.

FIBO is one of Europe's largest fitness industry trade shows, but like many large conventions, visitor engagement beyond passive browsing was limited. The challenge was to design an experience that drove active exploration of the event floor, increased dwell time at exhibitor stands, and created memorable moments that visitors would share — all without disrupting the flow of a live event.

I conceived and designed an augmented reality treasure hunt that transformed the convention floor into a gamified discovery experience. Visitors used their smartphones to hunt for hidden AR markers placed throughout the event, unlocking challenges, prizes, and exclusive exhibitor interactions along the way.

Designing for physical spaces requires a completely different mental model to screen-based UX. Environmental context, crowd dynamics, and the unpredictability of real-world conditions become design constraints you can't prototype away. The project taught me to design with much wider tolerances — and to get comfortable making real-time design decisions on the floor during a live event.