Co-founders, Fycely
Batsirai Madzonga & Shazmin Majid
Talk
Bringing the Lab to the Desk: Democratising Psychophysiological Insight for Design
For decades, the signals that reveal what users actually feel — EEG for cognitive workload, FACS for facial emotion, GSR for physiological arousal — have lived behind academic paywalls. As AI accelerates how products are built, self-reported feedback alone can’t keep pace. Drawing on building Fycely’s facial-expression analysis engine — what broke, what surprised them, and where they drew the line between scientific rigour and usability — Batsirai and Shazmin show how teams can put these signals to work without a PhD on staff.
Profile
Batsirai Madzonga is a design leader with 17+ years building digital products across Africa and the Middle East, co-founder of Fycely (an AI emotion-analytics platform) and author of “The Ubuntu Design Framework.” Dr. Shazmin Majid is a chartered research psychologist with a PhD in Human–Computer Interaction and a decade across academia, AI and industry; she leads UX research in Middle East banking and co-founded Fycely.