Presenter

Maffee is Founder and Managing Director of XplusX Experience Creation, a Shanghai-based UX and HF consultancy, bringing over 20 years of experience in user experience research and human factors engineering to healthcare innovation. With a Ph.D. in Computational Design from Carnegie Mellon University, she has dedicated her career to creating user-centric solutions that improve safety and effectiveness across industries, with particular expertise in applying human factors principles to complex systems and interfaces. Throughout her leadership roles at major research firms including Ipsos and GfK, where she managed teams of 60+ researchers and consultants across the APAC region, Maffee has championed the integration of rigorous UX methodologies with human factors engineering to deliver solutions that prioritize user safety and performance. Her academic foundation, combined with extensive industry experience in designing intelligent systems and data-driven platforms, positions her uniquely to address the critical intersection of human factors and medical device design. Maffee's work consistently demonstrates how thoughtful application of design thinking and behavioral research can transform healthcare experiences, making medical technologies more intuitive, safer, and more effective for both practitioners and patients. Maffee is a contributing researcher to global research and human factors initiatives, and regularly speaks at international conferences across Asia and beyond.