Senior Experience Architect, Airtel
Vanitha Bhaskar
Leads customer experience for one of India's largest telcos, aligning strategy, systems and services from geography to individual interactions.
For 35 years HFI has been trusted to empower experience teams at the world's most respected organizations
The Ensemble
The act is created by an Ensemble.
Great experiences are created when human centered perspectives and AI capabilities perform together.
The Orchestrator
The Ensemble is Orchestrated by an Architect.
Experience architects bring together diverse disciplines, aligning people, systems, and strategy to design experiences that create lasting business impact.
The Experience Architect Pathway
Certified Usability Architect (CUA)™
Design experiences that are intuitive, accessible, and effortless. Learn to architect products that reduce friction, improve usability, and create measurable improvements.
Your journey Begins.
Certified Digital Persuasion Architect (CDPA)™
Master the science of influence by designing experiences that guide attention, build trust, and encourage ethical decision-making across digital products and services.
Your journey Advances.
Certified Experience Architect (CXA)™
Lead multidisciplinary teams to architect end-to-end experiences that align user needs, business strategy, AI capabilities, and organizational goals into one unified vision.
Your journey Culminates.
CUA Batch of June 2025
Alex Morgan
Senior Product Designer
Bank of America
"HFI transformed my approach to design. I no longer just create interfaces; I craft experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization."
From Alex's LinkedIn Post
Beyond Skills
Ensemble as an Enterprise Capability.
The world's best-scaled enterprises don't just try individually; they form teams with rituals, methods that make ensemble expertise a common language for their work.
Trace of an Ensemble Rollout
70%
Diagnose the current baseline of UX maturity
86%
Build a shared decision-making vocabulary
5X
Skill up leadership, engineering and product teams to raise the ceiling
20%
Assess quality by building measurable capabilities
Case Study #007
Goldman Sachs
Investment Banking Division
"HFI transformed my approach to design. I no longer just create interfaces, I craft experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization."— David Kim, MD
The Mentors
Knowledge Catalysts.
Transformation rarely happens in isolation. It is accelerated by mentors who challenge assumptions, share experience, and help others reach their potential.
Product Design Lead, Pipefy
Kayre Lupo
Rebuilds complex workflows through hands-on real-world UX, from single flows to full-scale platforms.
Chief Design Officer, Mashreq Bank
Masood Nasser
Melds enterprise design experience with everyday behavioural design — building better banking journeys for the Gulf.
Senior Experience Architect, Airtel
Vanitha Bhaskar
Leads customer experience for one of India's largest telcos, aligning strategy, systems and services from geography to individual interactions.
Product Design Lead, Pipefy
Kayre Lupo
Rebuilds complex workflows through hands-on real-world UX, from single flows to full-scale platforms.
Chief Design Officer, Mashreq Bank
Masood Nasser
Melds enterprise design experience with everyday behavioural design — building better banking journeys for the Gulf.
Proof Points
Transformation Stories.
CUA Batch of June 2024
Alex Morgan
Senior Product Designer
“HFI didn't just teach me usability — it gave me an ensemble of methods. Those lead UX strategy in ways because I learned to think like a different practitioner, not just one.”
— Panelist, MD, HFI
CXA Batch of July 2023
Alex Morgan
Suite Product Owner
“HFI transformed my approach to design. I no longer just create interfaces, I craft experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization.”
— Anisha, Mashreq
CDPA Batch of June 2022
Alex Morgan
Head of Design
“The transformative approach to design that HFI just teaches interfaces — it creates experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization.”
— Ryan, Airbnb
CXA Batch of June 2022
Alex Morgan
Content Design Lead
“HFI didn't just teach me usability — it gave me an ensemble of methods. Those lead UX strategy in ways because I learned to think like a different practitioner, not just one.”
— Sasha, Twilio
CUA Batch of June 2024
Alex Morgan
Senior Product Designer
“HFI didn't just teach me usability — it gave me an ensemble of methods. Those lead UX strategy in ways because I learned to think like a different practitioner, not just one.”
— Panelist, MD, HFI
CXA Batch of July 2023
Alex Morgan
Suite Product Owner
“HFI transformed my approach to design. I no longer just create interfaces, I craft experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization.”
— Anisha, Mashreq
CDPA Batch of June 2022
Alex Morgan
Head of Design
“The transformative approach to design that HFI just teaches interfaces — it creates experiences that resonate. The diverse perspectives I gained have empowered me to lead impactful UX initiatives across my organization.”
— Ryan, Airbnb
CXA Batch of June 2022
Alex Morgan
Content Design Lead
“HFI didn't just teach me usability — it gave me an ensemble of methods. Those lead UX strategy in ways because I learned to think like a different practitioner, not just one.”
— Sasha, Twilio
Advisory
Ready for Your Next Act?
Whether you need guidance choosing the right learning path or support building a business case for sponsorship, we're here to help you take the next step with confidence.
A Pathway Advisor On Call.
Talk to a dedicated advisor and explore how to begin your own journey and the experience architect pathway.
Build a Case for Yourself.
Tell us about you and your organization. In under two minutes, we'll generate:
Custom Pitch Deck
12 slides, personalized to your role & manager
Editable Email Draft
Written in your manager's voice and priorities
Community
Networking, Conversations, Insights.
Every transformation is sustained by a community. Through conversations, conferences, and collaboration, practitioners come together to exchange ideas, inspire innovation, and advance the practice of experience.
Conference
The HFI Conference. July 14–16, 2026.
Three days with the practitioners, researchers, and executives building the future of experience.
Insights
AI Augmented UX Research – Podcast.
Hear Dr. Apala's view on how AI is reshaping UX research, product strategy, and enterprise experience.
Join The Community
Fresh Perspectives, Every Week.
Conversations with practitioners, researchers, and executives building the future of human-centered AI.
Become an HFI Partner
Global Partnerships
We believe in meaningful progress captured through enduring long-term partnerships. We collaborate with industry-grade academic and enterprise institutions that bring long-view perspective to bear on what we advance and where the practice of experience needs to go next.