About Emma Craig
Emma Craig is a UX leader with over a decade of experience across SaaS, commerce, enterprise, and platform products.
She is currently the Head of UX Research and Content Design at Miro, where she drives evidence-based decision-making, fosters cross-functional alignment, and empowers product and development teams to deliver impactful, user-centered products in a competitive market.
Emma’s leadership style champions adaptability in ambiguity and experimentation, and she’s passionate about designing scalable systems that help teams navigate complexity with confidence.
By leading teams that integrate AI thoughtfully into workflows, she’s focused on impact while keeping creativity, collaboration, and growth at the heart of the work.
What is your vision on our UX industry?
With execution becoming cheaper and faster than ever through AI, I think the competitive advantage will, now more than ever, lie in how deeply an organisation understands its customers. That includes how seamlessly that understanding is embedded across teams, as collective and implicit organisational knowledge.
In the past, research often operated as a discrete function, delivering insights to be acted upon elsewhere. The increase in availability, affordability, and maturity of research tools, is fundamentally reshaping how teams operate. They reduce friction, decentralize insight, and empower more teams to participate in customer understanding rather than consume (and pick and choose) “findings”.
As automation accelerates production, the gap between good and great will be defined less by speed or output, and more by the richness, relevance, and accessibility of knowledge that’s shaping product direction in real time.
