by Sustainability and the AI Revolution: How They’re Shaping UX Research
Exclusive Interview with Roger Rohatgi, Global Design Executive & Former Chief Design Officer at BP
In the lead-up to the UX360 Virtual Research Summit, we had the pleasure of speaking with one of our presenters, Roger Rohatgi.
Roger Rohatgi is a visionary global design leader renowned for driving digital transformation and creating exceptional customer and user experiences. With a career spanning iconic brands like Verizon, Twitter, Hyundai, Motorola Solutions, BP, and networks such as MTV, ESPN, and NBC, his award-winning portfolio showcases achievements in sustainable and inclusive design, international film accolades, and honors like the Oracle CX Innovation Award.
A multidisciplinary innovator in design, tech, AI, TV, and film, Roger’s work has been featured in Fast Company, Wired, USA Today, and Forbes. A sought-after keynote speaker, he has shared insights at forums including Harvard, MIT, Cannes, The Economist, Reuters, and the UN Goals House on topics ranging from CX, AI, and the metaverse to sustainability to DE&I. Beyond his creative accomplishments, he serves as an Advisory Chief Design Officer for Design For Good, leveraging the power of design to address the United Nations Sustainable Development Goals and create meaningful impact.
UX360: What motivates you to join the conference and what are your expectations?
Roger: I’m driven by the opportunity to explore the future of UX research and innovation alongside some of the brightest minds in the field. Conferences like UX360 are catalysts for new ideas— they provide a unique platform to examine how we can shape the next wave of design and research.
My expectation is to leave with fresh perspectives and actionable insights that not only address current challenges but also anticipate what’s next for UX. It’s about connecting with others who are equally passionate about driving innovation and contributing to the evolving landscape of human-centered design.
UX360: Without giving too much away – what is the core message of your talk and what would you like delegates to remember?
Roger: As the moderator for two sessions, my focus is on facilitating meaningful conversations around two critical topics. In the first session, Sustainability in UX Research, we’ll explore how adopting sustainable practices can align with broader organizational goals and drive responsible innovation. I want delegates to see how UX research can be a powerful force for positive, long-term change.
In the second session, Challenges and Opportunities in 2025, we’ll discuss the profound impact of AI on our field, how UX research can fuel business growth, and the evolving skills researchers need to stay ahead. I hope delegates leave with actionable insights and a renewed sense of excitement for the future of UX research.
UX360: How has this impacted your own work and your organisation?
Roger: Sustainability and the rise of AI have deeply influenced my work, particularly through projects like my collaboration with Harvard on synthetic humans, my leadership in sustainable design initiatives at BP, including NetZeroUX, and my involvement with the Design For Good Alliance (designforgood.org). These experiences have broadened my perspective on the intersection of AI, ethics, and human-centered design, pushing me to innovate responsibly while addressing environmental challenges.
By integrating sustainable practices, I have helped organizations align UX efforts with broader goals of responsible innovation. This includes designing solutions that balance user needs with environmental and social impact, ensuring our work contributes to a more sustainable future.
At the same time, AI has transformed how we conduct research, automate processes, and unlock deeper insights. It has also emphasized the need to upskill teams to remain relevant in a rapidly evolving landscape. This fusion of sustainability, AI, and human-centered design is driving meaningful and lasting change—both within organizations and in the broader world. Through my work with the Design For Good Alliance, I’m actively advocating for design that drives positive social impact, further solidifying the role of design in shaping a better, more sustainable future.
UX360: What are the UX research trends that have dominated 2024 and what will 2025 bring?
Roger: In 2024, AI has revolutionized UX research, with advancements in predictive analytics, automation, and hyper-personalization. My work with Harvard on synthetic humans, agentic AI (AI systems capable of autonomous decision-making), and human-centered AI have highlighted both the immense potential and ethical complexities of these technologies. These developments have sparked important conversations around transparency, responsibility, and the need for human oversight in UX.
A significant trend has been the rise of AX (Artificial Experience), where AI creates experiences based on its understanding of what humans need or want. As AI systems become more agentic, their ability to anticipate and adapt to user needs will transform research and design. This will lead to more dynamic and personalized experiences but also shifts the design process from human-design thinking to AI-artificial thinking.
For 2025, I anticipate agentic AI will play a central role in shaping UX research, with a growing focus on intelligent, responsive experiences. Sustainability will remain a priority, urging organizations to align UX practices with environmental and social goals along with the need for Net Positive AI. Balancing innovation with ethical considerations, human-centered design, and upskilling teams to navigate this evolving landscape will be crucial in defining the future of UX research.
UX360: Last but not least, where do you find learning, inspiration and information? Can you share some of your favourite resources with us, be it Blogs, Podcasts, Books, Websites?
Roger: I draw inspiration from a blend of AI and design-focused resources that keep me at the forefront of UX research and innovation. Books like Genesis: Artificial Intelligence, Hope, and the Human Spirit by Henry Kissinger, Eric Schmidt, and Craig Mundie provide profound insights into the ethical and societal implications of AI. Coupled with The New Breed by Kate Darling and Human Compatible by Stuart Russell, these works challenge my thinking on how AI and humanity intersect and co-evolve.
On the design side, classics like The Design of Everyday Things by Don Norman, The Experience Economy by B. Joseph Pine II and James H. Gilmore, Thinking, Fast and Slow by Daniel Kahneman, Creative Confidence by Tom and David Kelley, and Designing for the Digital Age by Kim Goodwin are foundational. Podcasts such as Design Matters with Debbie Millman and the NNG UX Podcast offer fresh perspectives while exploring advancements from leaders like OpenAI, NVIDIA, and Anthropic further enriching my understanding of cutting-edge AI applications in design and research.
Conferences like UX360 and collaborations with peers, users, and teams also play a critical role. These interactions provide invaluable real-world insights, ensuring my learning is both dynamic and grounded in diverse experiences. Nothing compares to the wisdom gained from engaging with a broad spectrum of voices in our field.
UX360: Thank you so much, Roger! We look forward to welcoming you to the event!
Don’t miss your chance to grab a ticket for UX360 Virtual and meet Roger at the conference!
📅Join hundreds of UX research professionals on February 19-20, 2025, to explore the latest trends and case studies in UX research and design. Learn from UX experts like Roger from BP and many other decision-makers from LSEG, Amazon, Warner Music Group, MARS, Microsoft, Mastercard, BP, Pfizer, Vodafone, and many more!
Get ready to explore the newest UX research and design techniques—from planning research to using insights that drive real impact. Connect and network with UX pros globally, this is a must-attend event for anyone in UX design or research.
🌐 Secure your ticket today and transform your approach to UX research—together with your peers!
