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Mike Weir is an accomplished professional in the field of behavioural science and user experience (UX), currently serving as the Head of Behavioural Science at Impression since July 2023. Mike also contributes as a UX Mentor for UXPA UK. Previously, Mike held the role of Head of Behavioural Research at Jaywing, where Mike drove innovation in UX and conversion rate optimization (CRO). Mike's past experience includes roles as CX and Ecommerce Manager at Kerry Foods, where Mike led customer experience initiatives, and various positions focused on optimization and UX research at Endless Gain and PrettyLittleThing.com. Mike is pursuing a Doctor of Philosophy (PhD) in Biometric research for UX and CRO in Ecommerce at The Manchester Metropolitan University, where Mike has also earned a Master's degree in International Creative Advertising and a Bachelor's degree in Advertising Management and Brand Management.