
Discover our program.
Find out more about our talks and workshops and have a look at our speaker bios.
Stop Evangelizing UX -
And What To Do Instead
No other role at your company spends time and effort evangelizing themselves the way we do. Developers aren’t making PowerPoints to explain why it’s important to hire qualified developers and let them write code. QA isn’t holding meetings to teach everyone the importance of testing software. It’s just us and it’s making us look weird and whiny. It’s rarely working and sometimes backfiring. How do you get CX and UX buy-in or start leveling up your company’s maturity?
This session will examine the pitfalls of evangelism and what actions we can take instead. We’ll look at how some of the popular methodologies we think are bringing everybody onto the CX bandwagon might be training co-workers on how little they need us. We’ll focus on hiring CX specialists, building more Agile and Lean teams, improving collaboration between our cross-functional teammates and us, and avoiding the pitfalls of fake Agile, fake Lean, and design-by-committee.
We’ll learn how to bring customer-centricity, business strategy, Agile, and Lean together. We can prove the value of CX and UX with a “show, don’t tell” approach.
live-streamed & video-recorded
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
open to all
ABOUT THE SPEAKER
Debbie Levitt
Debbie Levitt, MBA, is the CXO of Delta CX. She's a CX and UX consultant specializing in strategy, research, training, and Human-Centered Design. Using Agile and Lean principles, she helps businesses become customer-centric.
Debbie has worked in CX and UX leadership and individual contributor roles at companies like Wells Fargo, Macy's, StepStone, Sony Mobile, and Constant Contact. San Francisco agencies like Traction, Fjord, LIFT, Rauxa, ROI·DNA, and Fiddlehead have sought her out for projects. Clients call her "Mary Poppins" because she improves everything she can and then moves on to her next adventure. Her book, "Customers Know You Suck" (2022), is a how-to manual for customer-centricity. She self-publishes through her own imprint, Delta CX Media.
Debbie also enjoys singing symphonic prog goth metal, opera, and New Wave. You can find her on the Delta CX YouTube channel.

How do you research the future?
6 lessons about UX research from developing zero to one products.
Finding new products opportunities is hard. In this talk I share six lessons I learned about taking product teams from zero to one and from leading groups of UX researchers and data scientists over my career at Facebook, Oculus and Spotify. From the favelas of Brazil to the streets of Japan, I show examples highlighting the importance of triangulating data and bringing forward a strong research voice to guide a product vision.
live-streamed & video-recorded
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
open to all
ABOUT THE SPEAKER
Raz Schwartz
Raz is a Senior Product Insights Manager at Spotify focusing on new product innovation and the study of emerging technologies such as Audio AI and Web3.
Before joining Spotify Raz was a research manager on the Facebook AR/VR team. Prior to Facebook, Raz was a postdoctoral researcher at Cornell Tech and at Rutgers University as well as a research fellow at the Brown Institute for Media Innovation at Columbia Journalism School. During his Ph.D., Raz was a visiting scholar at the Human-Computer Interaction Institute at Carnegie Mellon University.
Raz's work was published in various academic settings and was featured in media outlets such as the Wall Street Journal, Wired, Rhizome, and The Atlantic.

The business behind the buttons
tba
live-streamed & video-recorded
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
open to all
ABOUT THE SPEAKER
Will Miner
Will is a designer and product leader with over a decade of experience in building productivity-focused software. He has led teams of various sizes, ranging from a single member to as many as 90 individuals. Will's leadership approach is anchored on values such as quality, inclusivity, and authenticity.
Currently, Will works at Slack, leading product design for our enterprise surfaces.

Purpose-led design
live-streamed & video-recorded
Can we do so much good through technology while still driving a good business? Purpose-led design brings together human behaviors and their impact on business, society and the planet in this mindset where we start designing with a purpose in mind.
It is a continuation and extension of human-centred design, which was the first major design mindset and methodology that came out of the world wide web bubble, full of unstructured links and information. The web in early 2000 was messy. Nobody knew what to do with it until user-centred design created this mindset that the web exists to serve people and not the other way around. While focusing on the users, we started to forget about humans.
So then, we began talking about human-centred design. After all, we were designing for a person with a personality, a family, a house, and an everyday life beyond the screen of a laptop or a mobile phone. We started talking about user journeys and how it impacts their everyday life and their family. The ecosystem started broadening from users to humans, eventually leading to talks about purpose-led design. This brought an even larger ecosystem into the picture, where you think about design beyond human experiences. We started to consider the impact design has on society and the planet at the same time.
In this talk I will explore some of the tools that can help us design with purpose.
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
open to all
ABOUT THE SPEAKER
Xhensila Reci
Xhensila is an optimistic individual who is committed to working with sustainable businesses that are forward-looking. She primarily leads teams that are focused on creating digital experiences with a clear sense of purpose. Over the past five years, Xhensila has been involved in the development of several creative projects, working closely with design agencies, startups, and corporations. Her ultimate goal is to leverage the power of exceptional design and human interaction to inspire businesses to adopt conscious and humanity-centered practices.
Currently, Xhensila is UX lead at The LEGO Group.

The future of technology:
Merging UX & AI
live-streamed & video-recorded
tba
extended talk:
60 minutes
interactive part/discussion
room info:
expedithalle
skill level:
intermediate to expert
ABOUT THE SPEAKER
Setor Zilevu
Setor is a Lead User Experience Researcher at Meta (Facebook) and a professor at New York University, Tandon School of Engineering. He holds a Bachelor of Science in Computer Engineering, a Master of Science in Computer Science, and a Ph.D. in Computer Science with a focus on Human-Computer Interaction. Setor was honored as a 2022 Innovator Under 35 by MIT Technology Review for his work on developing assistive technologies for stroke survivors. He has a wealth of experience in the field, having worked on developing interfaces and user experience for the world's first cyber-human system for stroke survivors, and is now utilizing the Z-Methodology to merge UX and AI in education, retail, and sports.
His additional past experiences include working as a UX Researcher at Google and focusing his Ph.D. dissertation on understanding the mental models of humans as it pertains to therapists and clinicians to aid in creating an in-home-based system for stroke survivors. His work over the years has led him to become the youngest Ghanaian UX Ph.D. holder.

Making a career in UX
In this session I will share some of the common pitfalls that people commit when approaching their career in the field of UX. This is not a scientific talk. It's me sharing some lessons I have learned through building and managing UX teams, as well as mentoring and coaching numerous people in the field of UX.
audio-recorded
extended talk:
60 minutes
interactive part/discussion
room info:
das lot
skill level:
mid-level / advanced
ABOUT THE SPEAKER
Javier Andrés Bargas-Avila
Javier is a User Experience (Research) manager with over 20 years of experience in the field. He is passionate about building effective research organizations that deliver critical user insights, which help teams develop successful products that delight users. He has a proven track record of career development and coaching, making him a trusted manager.
Currently, Javier is leading the UX Research organization for Google Play. Prior to that, he built a UX research organization for Google Cloud Platform, where he focused on developing processes, programs, methods, and tools that helped researchers conduct high-quality research. Additionally, he built and led UX research teams working on Google's brand advertiser products and YouTube. Before joining Google, Javier built and managed the HCI research lab at the University of Basel.
Javier holds a PhD in Cognitive Psychology and has published over 30 peer-reviewed papers in HCI journals and conferences. His work has covered topics such as user satisfaction, mental models in website perception, website aesthetics, and internationalization of products.

UX metrics: Measuring the
User Experience
As we move from technology to user centered product development, the question arises how to define and measure smart user centric metrics that provide signals about users experience. This talk presents the HEART framework, a publicly available Google tool to help you think through, plan and implement user centric metrics for your products.
workshop
120 minutes
hands-on learning experience
room info:
tba
skill level:
mid-level / advanced
ABOUT THE SPEAKER
Javier Andrés Bargas-Avila
Javier is a User Experience (Research) manager with over 20 years of experience in the field. He is passionate about building effective research organizations that deliver critical user insights, which help teams develop successful products that delight users. He has a proven track record of career development and coaching, making him a trusted manager.
Currently, Javier is leading the UX Research organization for Google Play. Prior to that, he built a UX research organization for Google Cloud Platform, where he focused on developing processes, programs, methods, and tools that helped researchers conduct high-quality research. Additionally, he built and led UX research teams working on Google's brand advertiser products and YouTube. Before joining Google, Javier built and managed the HCI research lab at the University of Basel.
Javier holds a PhD in Cognitive Psychology and has published over 30 peer-reviewed papers in HCI journals and conferences. His work has covered topics such as user satisfaction, mental models in website perception, website aesthetics, and internationalization of products.

Strategizing products and customer experience (SPACE)
Your Entire Business Revolves Around Customer and User Experiences
Everybody is talking about customer-centricity and being more “user-obsessed,” but what does that really mean? Sometimes we are sacrificing quality, collaboration, and the customer experience to “just ship it” and find out very late and reactively if our ideas, products, or services had any benefits for users.
Customers don’t want minimally viable anything. They want their problems solved and their expectations met or exceeded. Business goals don’t always overlap with customers’ needs. Agile and Lean claim customer satisfaction is our highest priority, but are we delivering high value to our trial and paying users? The customer decides what is “quality,” “done,” and “good enough,” and their standards might be higher than yours.
Customers notice when we get it wrong. Our competitors, investors, shareholders, the press, bloggers, and social media notice. Morale suffers, and we might have trouble retaining or hiring the best leaders and staff. Great customer experiences require the right team and strategies in place to predict and mitigate the risk of delivering wrong or flawed products, services, and experiences (PSE). Marketing and sales initiatives have uphill battles when we are offering PSE that are difficult to learn, frustrating to use, or not meeting customers’ real needs.
What needs to change and how can we start to create this shift on our teams and at our companies? It’s not always easy or straightforward. In this workshop, we’ll look at models and approaches for a small or large business transformation back to high quality products and services that meet and exceed customers’ real needs.
Roughly half of the workshop time is spent in exercises that are in a Miro board. You’ll need a computer but you won’t need a Miro account.
workshop:
120 minutes
hands-on learning experience
room info:
freiraum 2
skill level:
open to all / more strategic
ABOUT THE SPEAKER
Debbie Levitt
Debbie Levitt, MBA, is the CXO of Delta CX. She's a CX and UX consultant specializing in strategy, research, training, and Human-Centered Design. Using Agile and Lean principles, she helps businesses become customer-centric.
Debbie has worked in CX and UX leadership and individual contributor roles at companies like Wells Fargo, Macy's, StepStone, Sony Mobile, and Constant Contact. San Francisco agencies like Traction, Fjord, LIFT, Rauxa, ROI·DNA, and Fiddlehead have sought her out for projects. Clients call her "Mary Poppins" because she improves everything she can and then moves on to her next adventure. Her book, "Customers Know You Suck" (2022), is a how-to manual for customer-centricity. She self-publishes through her own imprint, Delta CX Media.
Debbie also enjoys singing symphonic prog goth metal, opera, and New Wave. You can find her on the Delta CX YouTube channel.

Authentic Conversations:
Your Team’s Superpower When You
Don’t Have Magic Lassos
Communication is a critical skill in our role as UX Professionals and as Leaders. Regardless of whether your background is in Design, Research or some other UX –related discipline, in your job, most of your time has been spent communicating; communicating to stakeholders, clients, colleagues and team members. Yet, communication skills are not something that is taught well, either in academia or in the work environment. This workshop aims to provide you with a different perspective when it comes to thinking about your organization, the dynamics within it, and how to build resiliency on teams using Authentic Conversations.. The workshop will be broken down into 3 areas:
-
Re-thinking your “organization”
-
Authentic Conversation
-
Channeling your superpowers
There will be examples discussed to put the ideas into practice, exercises for the participants, and take-away collateral.
workshop:
120 minutes
hands-on learning experience
room info:
freiraum 3
skill level:
open to all
ABOUT THE SPEAKER
Jennifer Fraser
Jennifer is an accomplished design executive with deep experience in the field of Experience Design. She has designed products for many different target markets, including: healthcare; aviation; and finance. As a part of her work, she facilitates collaboration with colleagues, clients and customers through every phase of a project – from the initial discovery, through to implementation and measurement – ensuring that the final product will both meet business goals and resonate with the people using it.
In her most recent role, she led experience design across the spectrum of Customer Experience, Employee Experience and User Experience. She worked as an architect in her former life, which relates to her interest in systems design and finding connections between things.

From Aha! To Action: How behavioural science is transforming design.
Have you ever had an "aha!" moment? You know, that sudden flash of insight where everything just clicks into place? Behavioural science is often the catalyst for these moments, providing the key to understanding human behaviour and decision-making. However, as many of us know, having an idea is one thing, but bringing it to life is another.
This is where Behaviour Thinking comes in.
It's a growing movement that's changing the way we approach design, by integrating behavioural science into every step of the process. In this talk we will peek behind the curtains to explore Behav's newest tools and processes. Expect to empathise via science and see how to make behaviour change stick.
workshop:
120 minutes
hands-on learning experience
room info:
freiraum 2
skill level:
open to all
ABOUT THE SPEAKER
Lauren Alys Kelly
Looking for ways to make your designs stick? Meet Lauren who runs a Behavior Thinking® lab which combines behavioral science with design called Behav. Lauren has spent a decade decoding the people puzzle and creating tools like Behavior Change Patterns and Behavior Drive Patterns. Her clients include some of the biggest names in the business, including Meta, Accenture, Estonian Government, British Government, Hyper Island and D&AD.
In her talks, Lauren will inspire you with stories of how Behavior Thinking has transformed businesses and created better products and services. She'll take you behind the scenes of her own Behavior Thinking lab and show you how to use the power of Behavior Thinking to bring your own designs to the next level.

The many ways in which DesignOps supports design teams
live-streamed & video-recorded
In recent years, several responsibilities of design managers, particularly those that focus on improving the organization of design work, have been reassigned to DesignOps specialists. By now, the field of DesignOps has its own communities, conferences, and education programs.
This talk gives an overview - and some details - of how DesignOps specialists can support design teams and is based on the presenter’s experience as someone who has had the DesignOps mindset forever, who needed DesignOps services for his teams, and who has had the role of DesignOps Manager at Miro.
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
open to all
ABOUT THE SPEAKER
Peter Boersma
Peter helps organisations increase the chances of good design happening.
Until recently, he was DesignOps Manager at Miro, supporting the team of 45 researchers, designers, and writers by working with the design leaders on maintaining the DesignOps roadmap and helping cross-functional teams execute DesignOps initiatives. In previous jobs as a designer and design manager, he would also work on improving design processes, defining career ladders, or clarifying roles and responsibilities of designers and their peers in engineering and product management.
Peter has spoken and taught workshops at more than 50 design-related conferences and he has hosted the Amsterdam UX Cocktail Hours since 2001.

From Sticky Notes to Product Roadmap: Driving Business Impact with Design-led Strategy
tba
live-streamed & video-recorded
talk:
30 minutes
short Q&A
room info:
expedithalle
skill level:
advanced to expert
Driving Business Impact with Design-Led Strategy: Tools and Techniques to Transform Ideas into Reality
tba
workshop:
120 minutes
hands-on learning experience
room info:
freiraum 2
skill level:
advanced to expert
The Impact of AI on UX
In this interactive talk, I’d like to invite you to join a community effort, and brainstorm with me on current and potential uses of AI technology and tools in user experience. I’d like to touch various areas, like user research, user interface design, interaction design, copywriting, but not limit the discussion to these areas only. As a takeaway, you will get a broad overview of how AI is influcening UX, and which directions we might be headed in the near future.
audio-recorded
extended talk:
60 minutes
interactive part/discussion
room info:
das lot
skill level:
open to all
ABOUT THE SPEAKER
Tom Zahler
Tom, co-founder and managing director of intuio, is an expert in UX and digital product design. With over 20 years of experience in the field, Tom uses his expertise to help customers navigate the challenges of digital transformation. He is skilled at motivating multi-disciplinary teams and has a deep understanding of various UX and design thinking techniques, such as participatory design, live sketching, design studios, and rapid interactive prototyping. Tom is also passionate about sharing his knowledge with others. He regularly holds workshops for companies looking to learn more about user experience and how to implement successful UX strategies.

The hopes, dreams and fallacies of research democratisation
audio-recorded
Research democratisation. Hated and feared by many but for some it's promised to be the holy grail that will magically solve all problems. But let’s face it, research democratisation is not a silver bullet. It requires a company wide culture shift and takes a lot of effort to establish.
So let’s do some myth busting on what research democratisation can do. Based on Kathleen’s experience from the field she will share tips that will help decide whether this is the right tool for you.
talk
30 minutes
short Q&A
room info:
das lot
skill level:
advanced to expert
ABOUT THE SPEAKER
Kathleen Asjes
Kathleen is a research & insights leader with 15+ years' experience in digital product development. She enjoys building research capacity from scratch and has led teams of researchers, designers and product managers on their journey towards working insight-informed. She is originally from the Netherlands but has lived in South Korea, Australia, Sweden and is currently residing in France. Working across boundaries of cultures and disciplines has shown her how to work with international product development in the best possible way.
Kathleen is a known advocate for research democratisation and uses this as one of many tools for creating an insights culture. She will share experiences from all her years of experimenting with different ways to engage people with research & insights.

Influencing Change: Strategies for Accelerating UX Research Impact
Our ability to create an insights-ready mindset in our organizations is arguably the most essential thing we can do to set up a research practice for success. With this in mind, the workshop focuses on giving UX researchers the tools to better engage and evangelize non-research stakeholders. We will approach this issue from three perspectives: How to create impact at the organizational level, the product team level, and how to work together with our research peers to maximize our influence.
The workshop is for any UX researcher who:
-
Has at least some experience using UX research methods Is or has been employed as a UX researcher
-
Is working at a company where the UX research practice is struggling to create the desired and expected impact
-
Wants to excel at promoting an insights-ready mindset at all levels of the organization
-
Wants to level up their leadership skills to become a strong mentor to research peers, whether in an IC or in a management role.
Outcomes you can expect from this workshop:
-
A deeper understanding of why a company’s mindset toward research insights is key to the integration and success of a UX research practice
-
Concrete strategies for uncovering the mindset you’re currently working with, from leadership at your organization all the way to your specific (product) team
-
Practical tips on how to coach and mentor your research peers to reach these goals
-
Contact with peers in a supportive environment where we discuss our challenges and make meaningful professional connections
workshop:
120 minutes
hands-on learning experience
room info:
freiraum 2
skill level:
beginner to intermediate
ABOUT THE SPEAKER
Janelle Ward
Janelle is Principal Consultant at Janelle Ward Insights, where she partners with companies to create research capabilities that supercharge their competitive advantage. She's built UX research teams from scratch and upskilled existing UX research teams, for both B2B and B2C digital product companies. These teams produced insights that transformed decision making, prioritization and roadmap planning.
She has a background in psychology and digital communication and spent 15 years in academia before transitioning to the tech world. Read more at janelleward.com

Motivating users to stay fit with adiClub
audio-recorded
Research democratisation. Hated and feared by many but for some it's promised to be the holy grail that will magically solve all problems. But let’s face it, research democratisation is not a silver bullet. It requires a company wide culture shift and takes a lot of effort to establish.
So let’s do some myth busting on what research democratisation can do. Based on Kathleen’s experience from the field she will share tips that will help decide whether this is the right tool for you.
talk
30 minutes
short Q&A
room info:
das lot
skill level:
tbd
UX marks the spot: Adapting my UXR practice to South East Asia
live-streamed & video-recorded
Much has been written about how to work productively in cross cultural teams (including great work by Erin Meyer and Hofstede) but this work is yet to be contextualised for UX Research. This talk will explain elements of cultural differences that I have found useful to consider when completing UX Research. It is based on my own extensive experience conducting UXR in Australia and South East Asia. In this talk I will unpack 3 different cultural dimensions and explain their implication for research: High and low context, high and low power distance, linear time vs flexible time. I will discuss examples from my own experience and provide suggestions for ways that we can get the most insightful results while creating inclusive research experiences.
talk
30 minutes
short Q&A
room info:
expedithalle
skill level:
advanced
ABOUT THE SPEAKER
Ruby Pryor
Ruby currently works at Grab in Singapore. She is a Lead UX Researcher and the co-chair of Women at Grab. Prior to working at Grab, Ruby's career was in management consulting. Most recently she worked at Boston Consulting Group in Singapore as a Senior Strategic Designer and before that worked at Nous Group, a management consulting firm in Australia. Ruby's career has focused on using Human Centred Design techniques in diverse contexts across the public, private and non-profit sectors to provide advice on product and service design, strategy and policy.

How to stay relevant as a UX professional and grow as an individual
live-streamed & video-recorded
Much has been written about how to work productively in cross cultural teams (including great work by Erin Meyer and Hofstede) but this work is yet to be contextualised for UX Research. This talk will explain elements of cultural differences that I have found useful to consider when completing UX Research. It is based on my own extensive experience conducting UXR in Australia and South East Asia. In this talk I will unpack 3 different cultural dimensions and explain their implication for research: High and low context, high and low power distance, linear time vs flexible time. I will discuss examples from my own experience and provide suggestions for ways that we can get the most insightful results while creating inclusive research experiences.
talk
30 minutes
short Q&A
room info:
expedithalle
skill level:
tbd
(In)accessible design systems: Doing things wrong to get it right
live-streamed & video-recorded
tbd
extended talk
60 minutes
interactive part/discussion
room info:
expedithalle
skill level:
tbd
ABOUT THE SPEAKER
Wendy Fox
Wendy loves to improve existing things and create new ones. She has a strong desire for understanding and human connection, which led her to spend six years in academic research and write her doctoral thesis on the perception of creative subtitles using eye tracking data. Fascinated not only by the science of communication but also how design affects it, Wendy studied communication design and transitioned into the agency world. However, she felt unsatisfied with the quick turnaround and lack of consideration for user research and experience. She eventually accepted a position as a UX researcher and product designer at GoTo (formerly LogMeIn). After conducting user research on online meeting products and accessibility for a few years, Wendy became the Product Manager of their internally-built design system that over 70 designers, researchers, and content designers, as well as 60+ front-end engineering teams, use across multiple products. Wendy led accessibility research which inspired the company to establish an internal grassroots effort of Accessibility Champions that now consists of 100+ employees and is managed by a dedicated Accessibility Lead.

The conclusion gambit
audio-recorded
tbd
workshop
120 minutes
hands-on learning experience
room info:
freiraum 2
skill level:
intermediate to advanced
ABOUT THE SPEAKER
James McKinnon
James is a human-technologist and human-centered researcher in digital health and service design. His work explores areas where business, technology, and design merge together to impact digital services, people, and society.
You. Me. Us. We. is a human-centered research lab led by James. The studio’s work is driven by inclusive and equitable practices in care delivery, lowering barriers to access to novel life-saving digital health services and tools. The studio works with governments, health care systems, pharma, start-ups, and hospital administrators working in public and private care settings. These are places where services are lacking, and an understanding of people's social, economic, and cultural mindsets has to be deeply taken into account.

The conclusion gambit
live-streamed & video-recorded
talk
30 minutes
short Q&A
Digital health products and services have the potential to transform healthcare and improve health outcomes for people around the world. However, as the use of AI in healthcare becomes more prevalent, it's essential to broaden the views of who it can impact and who can benefit the most in this future.
In this conference speech, we will explore the impact of inclusion, social justice, and anti-discrimination in digital health, with a focus on the role of AI in perpetuating bias and discrimination. We will also discuss the importance of incorporating ethics into the product development process, and how game play and inclusive methodologies can help.
The speech will cover the following topics:
-
The impact of AI on discrimination in digital health
-
Understanding the challenges that prevent product teams from creating inclusive and ethical digital health solutions
-
How UX researchers, service designers, and business designers can use game play and inclusive methodologies to bring more ethics and discussion into product teams by:
-
Creating inclusive design sprints that promote diversity of thought and perspective
-
Encouraging open and honest dialogue about the impact of digital health products on underrepresented communities
-
Advocating for the needs of underrepresented communities within the product development process
-
Ultimately, the goal of this talk is to inspire and empower product teams to create digital health solutions that are accessible, inclusive, and ethical for all.
room info:
expedithalle
skill level:
intermediate to advanced
ABOUT THE SPEAKER
James McKinnon
James is a human-technologist and human-centered researcher in digital health and service design. His work explores areas where business, technology, and design merge together to impact digital services, people, and society.
You. Me. Us. We. is a human-centered research lab led by James. The studio’s work is driven by inclusive and equitable practices in care delivery, lowering barriers to access to novel life-saving digital health services and tools. The studio works with governments, health care systems, pharma, start-ups, and hospital administrators working in public and private care settings. These are places where services are lacking, and an understanding of people's social, economic, and cultural mindsets has to be deeply taken into account.
