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Founder & CEO

One of a kind

Founder and community builder 

Grab

- Led the ~20 person Women at Grab committee across 6 international markets. Committee management included designing and executing recruitment, managing turn over, setting performance expectations. 
- Increased the quantity of events ~4x while maintaining consistently excellent feedback (satisfaction ~9/10)
- Led Grab’s largest ever International Women’s Day program which included~2000 attendees across 3 continents and events with multiple external companies
- Facilitated panels to promote conversation on gender equity topics including allyship, experiences of non-inclusive behaviour in the workplace, digital inclusion, career advancement. Panel participants included C-suite.
- Led benchmarking of employee benefits across international offices and compared to industry. Work led to the identification of key benefits to improve.

Women @ Grab Co-chair

Lead UX Researcher (Design Strategy and Research)

RMIT Online

Facilitated Service Design Research, part of the Graduate Certificate in Service Design.

Online facilitator 

Boston Consulting Group (BCG)

Senior Strategic Designer

At BCG I worked on strategy and transformation projects across Asia. I have worked as part of BCG and BCG Digital Ventures teams.

Strategic Designer

Nous Group

While my work was varied, my focus was on customer experience, tech and digital strategy. As a Manager, I was often the Project Manger on my teams.  This meant I had to manage the team to meet our project objective, engage with clients and manage our time and budget effectively. I loved work that combined Human Centred Design and traditional consulting methods to reach creative yet implementable solutions. I worked across sectors but with greater emphasis on work in health and human services. 

Nous Group is Australia's largest privately owned management consulting firm with over 700 staff in Australia, UK and Canada.

Manager

Consultant

Forethought

I worked in qualitative and quantitative market research consulting with clients in the private sector. I worked on project and wrote proposals for clients in retail, consumer products, telecommunications and logistics.

I am on a mission to have every organisation regularly complete UX Research. 

In 2023 I founded rex to live this mission. 

I love speaking at events about Design, UX Research and Diversity, Equity and Inclusion. Shoot me a message if you'd like me to join your event. 

www.rubypryor.com

Examples of my speaking:
•	UXcon (Vienna) UX Marks the Spot: Adapting UX practice to Southeast Asia (2023)
•	UX Strat Asia (Bangkok) Frameworks to increase the impact of UX Research (2023)
•	NUS-ISS Education Festival (Singapore) Outside-in organisations (2023)
•	Tech week @ General Assembly event (virtual) Championing Women in Tech panel (2023)
•	UXVN Fest (Ho Chi Minh City) Delivering more business impact with UX Research (2022)
•	UX Strat Asia (Singapore) Amping up the business impact of UX Research (2022)
•	Deakin University (Australia) Careers in UX Research (2022, 2023)

One of the many things I love about Thailand is the embrace of all things cute.

My favourite word in Thai is หมั่นเขี้ยว (man kiiao)

My dictionary defines it as: 

‘the term used when you see something so cute you want to sink your fingers into it like putty and squeeze it until it bursts’ 

(this is how I feel about Moo Deng)

I love the way that Thai companies use cute (and international companies localise their branding by leveraging cute!)

Check out my carousel for 4 examples of brands that get cute just right: 

- Butterbear
- Lineman
- Subway
- KFC

Have you seen any brand using cute in a way that resonates?


PS check out my fave 🦛  at the end of the carousel.

Ruby Pryor

Founder @ rex | Your UX research partner in Southeast Asia | Featured on CNA | Keynote speaker

Celebrating cute in Thaiand

The last thing I want in a UX research interview is to leave a respondent feeling uncomfortable. 

Unfortunately this is exactly what happened in one of our tests of AI moderators recently. 

It was a classic case of someone asking for help in an indirect way. 

That the AI moderator just couldn't pick up on it. 

(and in fact the AI came across as quite rude to the respondent 😣)

For me it highlighted a risk with these tools - it's not just that they can miss context, it's that they can create a negative experience for respondents. 

And that's a big deal. 

What's your experience been with Ai moderation tools?

AI moderation in Indonesia 

It's 1am and I just wrapped up my last B2B training session in 2025 (so wild that we are so close to the end of the year!)

Q4 has been a massive one at Rex and we still have a bunch of amazing projects to deliver. 

By the end of this quarter we will have: 

- Run 2 x  B2B training sessions on using AI tools to ideate and prototype (as well as help get stakeholder buy in for ideas)
- Delivered 3 x consulting projects including a pure strategy piece that has the ex-management consultant in me so excited
- Written a whole bunch of proposals for exciting work to happen in 2026
- Developed the outline of our brand new training offer (watch this space for more details - it's been on my mind for so long and see it come to life is just *chef's kiss*)
- Written a whole bunch more LinkedIn content
- Finished our tax return (it can't all be fun I guess)
- Run 4 x iterations of The UX Research Impact Masterclass (last sessions happening next week!!)

One last push to the end of the year 🚀

It's been over 2 years since I started sharing my thoughts on UX research impact on LinkedIn. 

And once I started writing about it I found I couldn't stop. 

Across the world I would encounter researcher after researcher running into the same challenges: 

"I know I'm making impact but my stakeholder dismiss my work"
"I can't seem to articulate my impact in a way that gets attention"
"I need to make a case for myself or my team but I don't know how I can do that best"
"How do I measure what is even changing based on my work"

These conversations continue to influence my work and my writing. 

And I've brought together all of my most important work into an action packed 2 hour session running just 2 more times this year. 

In this masterclass I do everything I can to address the thoughts above. 

We cover a variety of really important topics in just 2 hours: 
- the kinds of metrics we should be using to show UXR impact. This includes *non product metrics* - yep there are lots of others we can influence!
- The levels of impact we create inside organisations - it's well beyond just influencing design
- how to put a dollar value on your impact. Yep, an actual $ amount ( or €,  £, ¥, ฿!). We go through the calcs step by step so you can see exactly the kind of impact UXR makes. This is a super useful skill for anyone looking to show the impact of their work (design, product and more!!). 

I offer discounts on my course for anyone experience layoffs, unemployment or from a country with lower PPP. Just shot me a message and we will make it happen! 

Link to final sessions of the masterclass until April 2026: https://lnkd.in/gjsEHEGw

The classic questions UX researchers ask me: 

How do I work out what 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 changed based on my insights? 

Showing UX impact is a team sport. 

To truly understand the impact UX research has made, you need to build a close relationship with your stakeholders and understand how they have acted on the results of your research. 

These are 8 questions you can ask stakeholders to understand the impact of your work: 

🎯 Strategy and Prioritisation:

➡️ What did you decide to do that you would not have done without these insights? e.g build a feature that would not have been prioritised otherwise.

➡️ What did you decide NOT to do that you would have done if not for these insights? e.g. decided not to build something we would have built otherwise.

➡️ How and where are you using insights to justify your decisions? e.g. in strategy or roadmap documents. 

🛠️ Optimisation:

➡️ How many flows, screens or lines of content were updated based on this research?

➡️ How much did product metrics shift after implementing the recommendations of the research? For example task completion rate, dwell time etc 

💡 Insights:

➡️ What do you know now that you didn't know before the research? 

➡️ Which insights were the newest or most surprising?

➡️ On a scale of 0-10, how satisfied are you that the research achieved it’s objectives?

The more specific the answers to each of these questions, the easier it will be for you to track the impact you’ve made.

Creating impact from UX research is a team sport. The closer you can work with stakeholders, the greater the impact is like to be. 

What else could we add to this list?

---------------
🙋‍♀️I'm Ruby and I love talking about the impact UX creates in organisations.
🚀Join my masterclass on Maven all about UXR impact and value - link on my profile - currently 25% off!! 
♻️Found this useful? Repost!

UX impact

I have deep conviction about the value that UX research creates.

I've had it since the moment I was exposed to the discipline of research.

But so often I hear the value of it questioned:

Teams skipping research because they don't see how it will add value

Organisations laying off researchers in record numbers because the value wasn't clear

Researchers questioning their own impact in the wake of these two phenomena.

I get it. I've been there.

Over the past few years my thinking on the value of research evolved sharply.

And since 2023 I've been sharing my thinking online.

All the best bits of that thinking are what forms my course ⚡️ The UX research Impact Masterclass ⚡️.

It's designed to be short, actionable and leave you with the skills you need to communicate the impact of research.

I've iterated this content based on:

- 10 sessions of my impact sizing masterclasses
- 5 cohorts of my longer 3 week course,
- Multiple in house engagements with clients
- Conference presentations across 4 countries
- and of course all the feedback I get on LinkedIn.

I'm running just two more sessions of this masterclass in December (with no more scheduled until at least Q2 2026). In the course I share:

- Actual hands on, worked examples, where you calculate the dollar value impact of UX research. Yep, not product metrics - $$$$$ metrics. We get a spreadsheet and do the calculations in real time together.
- A spreadsheet of 45+ metrics with examples you can use to level up your own writing.
- The 5 categories of metrics that show UXR impact including some hard truths about metrics in organisations (and what this means for how you talk about them).
- Unpacking different writing samples to explore why some are more compelling than others for showing impact.
- A four level framework to describe UXR impact that goes beyond 'insights'.

Feedback has been phenomenal so far: 4.8/5 🌟🌟🌟🌟🌟

Last sessions will be held:

December 8th:

New York 7:00am // London 12:00pm // Amsterdam 1:00pm // Buenos Aires 3:00pm // India 5:30pm // Bangkok 7:00pm // Singapore 8:00pm

December 9th/10th (will vary according to time zone!)

Los Angeles 5:30pm (Dec 9) // New York 8:30pm (Dec 9) // Buenos Aires 10:30pm (Dec 9) // India 7:00am (Dec 10) // Bangkok 8:30am (Dec 10) // Singapore 9:30am (Dec 10) // Melbourne 12:30pm (Dec 10)

It is 25% off a super limited time - grab the discount on Maven (link in my profile!)

Joining my first tech company was an eye opening experience 👀

Before working in tech I had spent my whole career in consulting with 5+ years working in management consulting firms. 

This meant I was primed to work with business stakeholders. 

In consulting I was more likely to be working with folks from strategy, operations, policy and senior leaders rather than folks in product and engineering. 

I realised that this ability to work with business stakeholders was something special. 

And that it would help me add loads of value even when I was in a tech role. 

Check out my carousel for my guide on building better relationships with business stakeholders. 

How do you build relationships across your org?

---------------
🙋‍♀️I'm Ruby and I love talking about the impact UX creates in organisations.
🚀Join my masterclass on Maven all about UXR impact and value - last sessions next week - link on my profile!
♻️Found this useful? Repost!

Top tips on working with business stakeholders 

'This feature risks USD 160 million in annual revenue.'

UXR is the best placed discipline to see risks before a feature launches. 

By putting features in front of customers we get the best sense of what is likely to succeed and what is likely to fail. 

We just need to get better at framing our insights in language that cuts through. 

Have you ever heard a research participant say something like this?

'I don’t want this feature. I’d seriously consider leaving.'

Or even more pointed:

'I will cancel my plan if you launch that.'

In my UXR career I've definitely come across this kind of strident feedback when testing ambitious features. 

And the way that we share the risk of these kind of decisions matters. 

Quotes are good. 
Clips can be better. 
Stories can be powerful. 

But the best way to share the risk of launching features like this is by sharing the potential dollar value impact on churn. 

Check our the carousel for a breakdown of the 160 million dollar calculation. 

------
🙋‍♀️I'm Ruby and I love talking about the impact UX creates in organisations.
🚀Join my masterclass on Maven all about UXR impact and value - link on my profile - currently 25% off!! 
♻️Found this useful? Repost!

Connecting insights to $$$

In less than a week I’m heading on maternity leave.

There are so many unknowns taking maternity leave as a business owner. 

A lot of things are going on in my head right now:

- I’m not sure exactly how long before I come back to work full time. I don’t have a mandated period of leave. Upside, easy to take longer if I feel like it. Downside, no structure to speak of.
- I don’t know what my compensation will look like when I return. Revenue is always unpredictable. I don’t come back to a set salary like I would as a salaried employee. I’ll have to start up the business from standstill.
- I don’t have any scaffolding to return to work. No ‘keeping in touch’ days. No structure. No buddy system. It’s on me to work out how it works.
- I can’t really handover while I’m away. If a RFP or a student enquiry comes in… honestly I haven’t fully figured out how I’ll deal with it. An out of office on my email? Responding to each one?
- My business is part of my identity. For 2 years I’ve poured so much into building rex. The idea of stepping back from that, even for a short while, is kind of wild? I am excited to think about my identity outside of the context of work though. Family is really important to me. I’m excited to lean into that.

And like any parent-to-be I spend my time grappling with the big questions:
- Who will I be after becoming a parent?
- How will work fit with that?
- What supports will I have, what will I need?
- Who will my baby be?
- How chubby will their cheeks be?!

I debated a lot about whether I wanted to share my pregnancy professionally. As someone who works 99% remotely I realised that I had the strange opportunity to just… kinda vanish for a few months, telling clients I was booked out. Ultimately some important conversations with amazing women made me realise it was worth sharing. 

We need to talk more about the reality of family planning and careers. We especially need more of that from women entrepreneurs and entrepreneurs to be.  I’m a little bit apprehensive about sharing this, but ultimately I want to be vulnerable and share this huge thing that’s going on for me.


PS I have no idea what this means for my LinkedIn presence.
I might delete the app.
I might keep up similar content.
I might post about totally different stuff.
I might become a lurker only.
I guess stay tuned to find out?

Cultural nuance trips up even the best human moderators, and AI moderators struggle with it even more.

At Rex we've been testing different AI moderators in Bahasa Indonesia. 

And the results have been... mixed. 

One thing we have found is that AI misses context that is critical in high context cultures. 

High context cultures are those where indirect answers carry the real meaning.

 For example:

 - “We’ll see” can mean “unlikely”.
 - Silence is a response.
 - A polite yes may actually be a soft no.

It takes a great deal of context to read between the lines. 

And we are finding AI isn't up to the challenge (yet?)

It's probably unsurprising given so many of the models are built and trained on western centric data. 

But still super interesting to watch it play out in real time. 

Check the carousel for an example from our research work. 

Anyone experimenting with AI research tools in Southeast Asia?

AI missing cultural nuance 

Have you ever felt like:

🤔 My insights lead to a product team building a winner instead of something that would have flopped. What's that worth?

😕I know my research insights are valuable, but I don't know how to communicate HOW valuable.

🤨I'm not sure how to connect my work to $$ metrics that organisations care about.

If these sound like you my UX Research Impact Masterclass is the perfect fit (and these are the LAST sessions until Q2 2026!!)

Prior students say that it's helped them:

- Better articulate their impact
- Feel more confident going into their performance reviews
- Communicate better with business and product stakeholders.

And they started using the techniques the very next day 💥

The masterclasses will take place on:

Tomorrow, December 8th!

Los Angeles 4:00am // New York 7:00am // London 12:00pm // Amsterdam 1:00pm // Buenos Aires 3:00pm // India 5:30pm // Bangkok 7:00pm // Singapore 8:00pm // Melbourne 11:00pm

December 9th/10th (will vary according to time zone!)

Los Angeles 5:30pm (Dec 9) // New York 8:30pm (Dec 9) // Buenos Aires 10:30pm (Dec 9) // London 1:30am (Dec 10) // Amsterdam 2:30am (Dec 10) // India 7:00am (Dec 10) // Bangkok 8:30am (Dec 10) // Singapore 9:30am (Dec 10) // Melbourne 12:30pm (Dec 10)

Students have found this experience extremely valuable and the course is currently rated at 4.8/5 🌟🌟🌟🌟

Last opportunity to hang out and learn all things research impact until least March 2026!! Let's finish the year strong!

Link to course: https://lnkd.in/gjsEHEGw

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