Alicia Zhong is the founder and principal user researcher at Future Insight Group. She specializes in cross-cultural research in APAC countries, focusing on identifying complex human behaviours within their context. The insight it generates informs and inspires product design, strategy, brand, and government policy.

With almost 8 years of experience in UX design research, Alicia has collaborated with clients such as Capital One, Autodesk, Prudential, and WSIB. Her work has been recognized and honored by the Core77 Service Design Awards.

Aside from work, Alicia is a UX career mentor who is dedicated to helping BIPOC early-career product designers and researchers land their first job. Being an immigrant herself, she understands the challenges and obstacles that individuals face when trying to break into the UX industry. Her goal is to promote diversity and foster the growth of a more inclusive and ethical future.