Currently UX Research Manager at Tesco, Serkan Ayan shares how human-centred research drives customer experience, how to scale UX in large organisations, and why curiosity is key to career growth in the age of AI.

Tell us about your career so far and the essential turning points that got you where you are today.

I started out in sociology, always curious about how people interact with technology. I looked at online games, internet behaviour, and how digital life shapes trust and connection. That curiosity led me into UX via a PhD, and I’ve been in the field since 2010. I’ve worked with global organisations like UNESCO, taught at universities, and done research across industries from energy to business travel. Since 2021, I’ve been at Tesco, first as a Senior UX researcher and now leading the research team for Loyalty and Support. A big turning point for me was realising I love not just doing research, but enabling others to do it well and making sure insights actually drive change. Lately, I’ve also been exploring how AI can support and scale our research practice, from analysis tools to strategic enablement, and that’s opened up a whole new dimension of impact.

Looking back at your career, what advice would you give your 20-year-old self?

Follow what you’re genuinely curious about, even if it doesn’t seem like a straight line. It all adds up, and that weird mix of interests is going to be your superpower.

Human-Centred Retail: How UX Research Shapes the Tesco Experience

Tesco has done a great job of embedding UX research into cross-functional teams. How does this work in practice, and what impact does it have on customer experience?

At Tesco, UX research is deeply embedded in how we build and improve our products. Researchers are part of cross-functional squads, working closely with designers, product managers, engineers, and analysts every day. This setup helps us bring customer insight into every stage of the product journey. It means we are not just identifying problems after something is built, we are influencing decisions as they are being made. That leads to more relevant, useful, and human experiences for our customers.

The Clubcard is such a key part of Tesco’s identity. How does UX research inform its ongoing development and help it stay relevant for today’s customers?

Clubcard is one of the most recognised parts of the Tesco experience, and it is constantly evolving. Our team speaks to real users every week to understand how they engage with loyalty, what motivates them, and what frustrates them. This helps us identify where we can simplify things, improve the value people get, or introduce something new. Research gives the team the confidence to focus on what truly matters to customers, rather than just chasing trends.

Omnichannel design is crucial in modern retail. What are some of the key tactics you use to ensure a seamless experience across in-store and digital touchpoints?

We look at full customer journeys rather than isolated screens. That means thinking about moments where digital and physical experiences meet, like using the app while shopping in store or scanning Clubcard at checkout. We test in real-world settings, not just in labs, and work closely with our retail colleagues to make sure designs hold up in the messiness of everyday life. That practical grounding is what makes omnichannel work.

At eCommerce Expo, you will be talking about scaling UX research in large, complex organisations. What are the biggest lessons you have learnt about keeping the research human-centred at scale?

Scaling research is not about turning it into a factory. It is about creating the conditions where great research can happen consistently. We have focused on building simple frameworks, helping teams build confidence in using research, and making research part of everyday decision-making. At the same time, we protect space for deeper work that helps us reflect, challenge assumptions, and shape long-term strategy. Keeping it human-centred means never losing sight of the people behind the data.

How does UX research help you respond to shifting customer expectations, especially as shopping behaviours continue to evolve post-pandemic?

Shopping habits have changed rapidly, and UX research helps us stay close to what customers actually need. We keep a continuous loop of learning in place, speaking to people regularly and testing ideas early. That allows us to spot changes in behaviour, respond faster, and design with empathy. Whether it is about how people shop online, use their Clubcard, or navigate our stores, we are always looking to understand what matters most in that moment.

Quick-Fire Questions

What’s the best piece of career advice you’ve ever received?
Be a culture add, not a culture fit — bring something new to the table.

Who inspires you in the UX or design world?
Richard Coyne and David Benyon, especially for their work on how we design space, technology, and human experience.

If you could change one thing about the UX industry, what would it be?
More focus on real user problems, less fixation on pre-defined solutions.

How many unopened emails do you currently have in your inbox?
Five, but I am definitely ignoring at least ten more.

What’s one UX or customer experience trend you’re most excited about right now?
Using AI to supercharge research workflows without losing the human touch.

What is one of your proudest moments in your career?
Building a research culture at Tesco that helps real teams do better work, faster.

What is something you’re still looking forward to achieving in your career?
Shaping a company-wide strategy for AI-enabled, human-centred design.