Emdad Rashid is a seasoned Experience Design Leader dedicated to advancing user-centric practices within brands. Currently, he is deeply involved in guiding organizations towards user-centricity by building proficient teams, conducting educational initiatives across the wider organization, and actively participating in the meticulous crafting of deliverables.

Emdad's extensive expertise spans a variety of industries, including pharmaceuticals, government, financial services, e-commerce, telecommunications, gaming, and petrochemicals. Notably, he played a pivotal role in delivering exceptional services for the Test & Trace program during the COVID-19 pandemic. As the author of 'What is UX?' and a Service Design coach, Emdad Rashid brings a wealth of knowledge to the table.

His commitment to excellence is evident through his seven-year tenure as a judge at the prestigious UK Customer Experience Awards, where he also served as a chair of judges. Additionally, Emdad has contributed to academia as a guest post-graduate lecturer in User Experience for Northumbria University.

Emdad Rashid identifies as an Experience Design Leader and offers a comprehensive range of workshops on topics such as: Strategy & Management, Research & Design, Testing & Optimization and Implementation & Innovation.

With a proven track record, Emdad Rashid continues to make significant contributions to the field, making him a sought-after professional in the realm of user experience and design.