We are thrilled to welcome Eva Pascoe, Digital Lead at The Retail Practice, to Middlesex University for an exclusive guest workshop with our 2nd-year BA Digital Media and Communications students.

Eva, a trailblazer in the digital retail space and Chair of Cybersalon, will be sharing her insights into the future of e-commerce, omnichannel retail strategies, and AI-driven personalisation. As online shopping evolves rapidly, UX/UI designers must stay ahead of the curve to create seamless and engaging customer experiences. This workshop will provide invaluable industry insights and hands-on skills to help students shape the future of digital retail.

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What to Expect from the Workshop

Talk: The Future of E-Commerce Trends

Drawing on her recent feature in CILT Magazine (September 2023), Eva will discuss key trends shaping the e-commerce landscape, including:

• Omnichannel Retail: How brands are blending online and offline experiences to create frictionless journeys.
• AI Personalisation: The growing role of artificial intelligence in delivering customised experiences and smarter product recommendations.
• Sustainable E-Commerce: Designing for eco-conscious consumers and building trust through ethical digital experiences.
• Web3 Payment Solutions: Exploring blockchain, cryptocurrencies, and decentralised finance (DeFi) in the retail sector.

This talk will give students a solid understanding of the evolving retail ecosystem and how UX/UI design is at its core.

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Discussion: UX Design Challenges in E-Commerce

Following the talk, we’ll dive into an engaging discussion on the challenges designers face when creating user-friendly, accessible, and innovative online retail experiences. Topics include:

• Designing for instant gratification: Meeting high user expectations in an on-demand digital world.
• Balancing personalisation with privacy: How AI impacts user trust.
• Ensuring accessibility and inclusivity: Making online shopping a seamless experience for all users.

Students will have the opportunity to ask Eva questions and gain real-world insights into tackling these design challenges.

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Hands-On: Prototyping E-Commerce Wireframes in Adobe XD

After gaining industry insights, students will put their knowledge into practice with a hands-on prototyping session using Adobe XD. The session will focus on designing intuitive and engaging checkout experiences, covering:

• Creating user-friendly checkout flows to reduce cart abandonment.
• Designing essential UI components such as product pages, shopping carts, and payment methods.
• Applying best practices in usability and conversion optimisation.

For students who prefer alternative tools, Figma and Sketch can also be used during the session.

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Mini-Project: Designing an E-Commerce Checkout Flow

Students will conclude the workshop by starting their mini-project, which will involve designing a complete checkout flow that enhances the e-commerce user journey. This project will allow students to:

• Apply the principles learned from Eva’s talk.
• Explore how emerging technologies, such as AI and Web3, can shape online retail experiences.
• Create a practical prototype that can be included in their final portfolio.

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Why This Workshop Matters

The e-commerce sector continues to expand rapidly, with UX/UI design playing a critical role in shaping customer satisfaction and business success. This workshop aligns perfectly with the learning objectives of our UX/UI Design for Web and Mobile module, offering students a chance to:

• Gain real-world insights from an industry leader.
• Develop hands-on experience with key design tools and processes.
• Enhance their portfolios with industry-relevant projects.

As part of Middlesex University’s commitment to preparing students for the evolving digital landscape, this session will provide valuable takeaways for aspiring UX/UI professionals.

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Event Details

📅 Date: 30^th January 2025
🕙 Time: 10:30am-1pm
📍 Location: Middlesex University, Faculty of Arts and Creative Industries

This is a fantastic opportunity for students to learn from one of the leading voices in the e-commerce industry and gain practical skills that will set them apart in the job market.

Stefan Lutschinger, Module Leader UX/UI Design for Mobile and the Web

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Don’t miss out—see you there!

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