Pete Trainor
Founder & Director of HCD (Human Centered Design); Nexus CX


Pete Trainor is a Designer. Occasional robot. Psychologist. Accidental polymath. Fictional Character. Dad. Music lover. Flâneur. Raconteur. Vociferous Brain Science nut and proud Director of HCD for Nexus in London. He helps clients who are also passionate about their audience & modifying behaviour using design.

Pete has worked in Behavioural Design, Service Design, Interaction Strategy, Data, Direct Marketing, Mobile… and everything in between since 1996. On a good day, he likes to make experiences more awesome. On a bad day, he just makes them suck a little bit less.

A total advocate for keeping it Lean, and bringing design and product teams closer together through collaboration and co-creation, Pete gained a strong reputation throughout agency land and with clients for breaking the conventions of the way they work and approach design. In 2014 he weaponised his philosophy for design by creating Nexus - A Human Centred Design agency.

Talk Details

Bigger Hippos & Happier Humans

Slides | Video

Digital design has often focused on the metrics that make a product more efficient, a business more successful, a ‘user’ more engaged, an interaction more frictionless… all measurements of effectiveness… but the quantified self has now caught up with traditional analytics and we can treat people as more than stats and numbers.

The data we collect ubiquitously everyday now gives us the opportunity to measure something a lot more human centred within design - Happiness.

The hippocampus is a small organ located within the brain's medial temporal lobe and forms an important part of the limbic system, the region that regulates emotions & rewards. Associated with memory (in particular long-term memory) and an important role in spatial navigation. Designing with non-linear patterns that help to stimulate and grow the hippocampus creates more memorable experiences, which in turn make for happier campers.

In this interactive talk we will delve into why the ’tinderisation’ of design can lead to negative, unhappy people and introduce you to the concepts of designing non-linear human experiences that teach people more about who they are, how learning can help reverse the affects of Hippocampal atrophy & how human centred design needs to supersede user centred design for brands to win peoples happiness.