One of the most fascinating laws of nature is, “what’s unseen is always greater than what’s seen”. The same applies to good UX (User eXperience) which starts in the unseen parts of our users’ minds: their subconscious. User eXperience is often the most overlooked and underutilized parts of the technology development and life cycle. Yet, it is one of the most important components of successful, scalable and sustainable technology and innovation. And it’s also a secret ingredient to the large customer base and widespread recognition our technology and innovations deserve. In this fun and interactive session, we’re going to take you on a journey of the brain, exploring how and why we do what we do when it comes to technology adoption. Learn about the mysterious yet natural inner-workings of our minds and how to use that knowledge for better UX tech design and innovation.