Our Key Takeaways from Leeds Digital Festival 2025
We had a very insightful week at Leeds Digital Festival, expanding our knowledge on all things UX, CX, BX and AI.
Here are our key takeaways:
1. Growth and CX (Customer Experience) are directly correlated
A positive CX drives customer loyalty, repeat business, and word-of-mouth referrals — all key drivers of sustainable growth. When customers feel understood, valued, and satisfied at every touchpoint, they are more likely to spend more and advocate for the brand. In contrast, poor experiences quickly erode trust and retention, stalling growth. Simply put, investing in CX is investing in long-term business expansion.
2. Exceeding expectations matters
Customers are irrational. What they expect from you will only become more and more demanding based upon the experiences they are having elsewhere. It's vital you keep up and create experiences to match.
3. Every brand touch point is important
Each interaction shapes how customers perceive and trust your brand. From your website and social media to emails and customer service, every moment contributes to the overall experience. Consistency across these touchpoints builds credibility and emotional connection, while even one weak link can damage perception and loyalty. In essence, every touchpoint is an opportunity to reinforce your brand’s values and leave a lasting impression.
4. Relying on AI costs you your customer connection
AI saves time and money but relying on it to replace humans costs you your customer connection. We are at the early stages of AI implementation and although it's use is clear, it should never cause frustration for customers. You may be saving time, but you're harming your reputation. Customers and users are valuing human interaction more than AI automation, especially when it comes to chat bots. Be careful which AI tools to use. Some aren’t reliable nor good at retrieving accurate data. However, the right AI tools out there make life in Experience Design easier.
5. Users need efficiency, speed and ease of use - otherwise you risk losing them
Users expect efficiency, speed, and ease of use because they value their time and want seamless experiences. If your digital product feels slow, confusing, or frustrating, they’ll quickly switch to a competitor that offers smoother interactions. In today’s digital world, convenience is key — delivering fast, intuitive, and user-friendly design isn’t just a nice-to-have, it’s essential to keeping users engaged and loyal.
Overall, Leeds Digital Festival was a reminder that great experiences don’t happen by accident, they’re designed with intention, empathy, and innovation. As technology and customer expectations evolve, the brands that will truly stand out are those that stay human at their core while embracing smart, purposeful use of AI. At Four UX, we’re taking these insights forward to continue designing for people; creating experiences that are meaningful, efficient, and built to last.
