Chui Chui started her UX career more than a decade ago, working with organisations such as Spotify, Marriott, BBC, Google and Clarks, from initial research to design to develop multi-channel international strategies. She has founded Beyō Global, a consultancy which helps companies use market, user behavioural and cultural insights to design a better product and service for their customers (domestic and internationally). Chui Chui is also the author of the book International User Research, the editor at Smashing Magazine and a regular international speaker.