Who truly benefits — and what hidden forces quietly shape the products and services people use every day?
I had the pleasure of hearing Avinash Mair speak at UX Brighton 2025, and his talk genuinely shifted how I think about perception, value, and decision-making in design. One of the things that makes Avinash stand out is his love of food — and how he uses smart, relatable food metaphors to make big ideas about systems, incentives, and user behaviour suddenly 𝘤𝘭𝘪𝘤𝘬. It’s UX and economics served in a way anyone can digest.
In this session, Avinash will explore:
* How economic systems subtly shape our design decisions
* Why UX and economics are two sides of the same coin
* How perception, value, and behaviour influence real-world impact
* How stepping beyond traditional UX strategy reveals under-leveraged opportunities for meaningful change
Avinash brings a unique perspective:
📊 Studied 𝗔𝗰𝘁𝘂𝗮𝗿𝗶𝗮𝗹 𝗦𝗰𝗶𝗲𝗻𝗰𝗲(the economics of risk)
💼 Began in business analysis & business development
🔍 Built an internal user research team before moving into UX
🏛️ Now 𝗟𝗲𝗮𝗱 𝗨𝗫 𝗗𝗲𝘀𝗶𝗴𝗻𝗲𝗿 𝗮𝘁 𝘁𝗵𝗲 𝗡𝗮𝘁𝘂𝗿𝗮𝗹 𝗛𝗶𝘀𝘁𝗼𝗿𝘆 𝗠𝘂𝘀𝗲𝘂𝗺
🍽️ Uses storytelling (and food!) to break down complex systems thinking
If you want to design with deeper impact — and enjoy a fresh, memorable way of understanding the forces shaping our work — this talk is for you.
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Hi all! Please use this conversation thread to discuss 𝗪𝗵𝗮𝘁 𝗲𝗰𝗼𝗻𝗼𝗺𝗶𝗰𝘀 𝘁𝗲𝗮𝗰𝗵𝗲𝘀 𝗨𝗫𝗲𝗿𝘀 𝗮𝗯𝗼𝘂𝘁 𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝗶𝗺𝗽𝗮𝗰𝘁𝗳𝘂𝗹 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 held on Jan 21, 2026.
Feel free to ask questions about the place, date and time, agenda of the meeting, or anything else.
Take up the position of Local Leader in an IxDF Local Group to be awarded this distinction.IxDF
Local Leader distinction: Take up the position of Local Leader in an IxDF Local Group to be awarded this distinction.
Become an IxDF Local Leader, Country Manager, or Continent Manager to receive this distinction. As a community leader, you help members grow, amplify design education, and shape the future of your local and global design community.IxDF
Community Leader distinction: Become an IxDF Local Leader, Country Manager, or Continent Manager to receive this distinction. As a community leader, you help members grow, amplify design education, and shape the future of your local and global design community.
Complete at least 15 IxDF Courses to be awarded this distinction.IxDF Outstanding
Learner Award distinction: Complete at least 15 IxDF Courses to be awarded this distinction.
Complete an IxDF course with a score of 100% to be awarded this distinction.IxDF
Best-in-Class distinction: Complete an IxDF course with a score of 100% to be awarded this distinction.
+10
and 10 more IxDF Distinctions
A huge thank you to Avinash Mair for such a thoughtful and engaging session this evening.
Your ability to connect UX, economics, and systems thinking — and make complex ideas feel clear, relevant, and human — really resonated. The way you framed value, perception, and decision-making gave many of us plenty to reflect on well beyond the talk itself.
Thank you as well to everyone who joined us. It was great to see such positive engagement, with attendees joining from across the 𝗨𝗞 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹𝗹𝘆 — including as far away as Brazil and Sweden. That level of participation says a lot about the appetite for deeper, more systemic thinking in UX.
Events like this only work because of 𝗴𝗲𝗻𝗲𝗿𝗼𝘂𝘀 𝘀𝗽𝗲𝗮𝗸𝗲𝗿𝘀 𝗮𝗻𝗱 𝗮𝗻 𝗲𝗻𝗴𝗮𝗴𝗲𝗱 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆, and this evening was 𝗮 𝗴𝗿𝗲𝗮𝘁 𝗲𝘅𝗮𝗺𝗽𝗹𝗲 𝗼𝗳 𝗯𝗼𝘁𝗵.
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Take up the position of Local Leader in an IxDF Local Group to be awarded this distinction.IxDF
Local Leader distinction: Take up the position of Local Leader in an IxDF Local Group to be awarded this distinction.
Become an IxDF Local Leader, Country Manager, or Continent Manager to receive this distinction. As a community leader, you help members grow, amplify design education, and shape the future of your local and global design community.IxDF
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Meet people who love design as much as you do. Together we learn new skills, grow our networks, and discover new job opportunities.
Join us to make lifelong friendships over coffee and a shared love of design! ❤️
Questions? We've Got Answers
What is an IxDF Local Group and why should I join one?
An IxDF Local Group is a meeting point for people with a passion for design in your city.
You don't need to be a designer, just passionate about great design and how it can improve your work and career.
Meetups are the heartbeat of IxDF Local Groups, whether we meet at a café, a creative space or a local company. There's nothing quite like the magic of meeting face-to-face to share ideas and inspiration.
We also host regular IxDF Design Dinners, where we enjoy great food and help each other learn and grow. Even a simple coffee meetup in a café can ignite collaborations and friendships that last a lifetime.
You'll also have a private and exclusive online forum where you can openly get help and career advice.
Simply put, we learn together and smile together.
You'll expand your career network, discover new skills, explore job opportunities, meet potential clients, or even find your next dedicated team member when you join an xDF Local Group.
Remember: Your network is your net worth.
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What goes on in an IxDF Local Group?
Your IxDF Local Group is led by an IxDF Local Leader and serves as a vibrant hub where you can network, learn and grow.
Here's what you can expect:
A community of professionals from all walks of life, who share a passion for great design and how it can benefit their career, their company, and society in general.
Meetups are the heartbeat of IxDF Local Groups, whether we meet at a café or a creative space. There's nothing quite like the magic of meeting face-to-face to share ideas and inspiration.
We also host regular IxDF Design Dinners, where we enjoy great food and help each other learn and grow. Even a simple coffee meetup in a cafe can ignite collaborations and friendships that last a lifetime.
You don't have to be a designer, just passionate about great design and how it can improve your work and career. Design skills make you valuable - in any job and any industry.
You'll also have a private and exclusive online forum where you can openly get help and career advice.
We help each other find new career opportunities and jobs.
We also host more formal workshops to share knowledge and learn from each other, e.g., case studies, success stories and practical experiences.
We have ongoing conversations about current design topics and local opportunities, which can help you stay ahead of industry developments and identify career opportunities.
And lastly, peer-led sessions focused on specific design challenges that will help you build expertise and sharpen your problem-solving skills.
In other words, we learn together and smile together. We lift each other up.
I'm not even a designer. Should I still join an IxDF Local Group?
Yes, absolutely!
IxDF Local Groups are for everyone, regardless of your professional background.
Design skills make you valuable. In any job and any industry. That's why our IxDF Local Groups are not just for professional designers. They're communities of professionals from all walks of life, who share a passion for great design and how it can benefit their career, their company, and society in general.
No matter what your job currently is, you'll find a supportive community to connect and grow with.
Each meetup is a chance to grow, learn, and connect with passionate professionals like yourself. Even small gatherings create big opportunities for personal and professional growth.
You don’t need to be a designer to have a seat at the table. IxDF Pune
Curiosity and good coffee are the only requirements. IxDF Santo Domingo
From designers to business thinkers, every voice adds value. IxDF Bordeaux
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Everyone here learns from each other and grows together. IxDF Salvador
In a world that's getting more artificial, lonely, and competitive, IxDF brings the heart back.
We're a community with heart and soul, so you never have to face the job market alone. At IxDF, we lift each other up, learn together, and spark friendships that grow your career.
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IxDF Zagreb
IxDF Accra
IxDF Oslo
IxDF Santo Domingo
IxDF Stockholm
IxDF Quebec
IxDF London
You don’t need to be a designer to have a seat at the table. IxDF Pune
Curiosity and good coffee are the only requirements. IxDF Santo Domingo
From designers to business thinkers, every voice adds value. IxDF Bordeaux
You don’t need to be a designer to think creatively. IxDF Chennai
Everyone here learns from each other and grows together. IxDF Salvador
