In this paper the role of user experience (UX) in a large multinational corporation is presented in an historical perspective with recent organisational changes being described that have resulted in the UX role being placed in a central corporate team. Some examples are selected to illustrate a portion of the activities undertaken by this group, and the skills needed to accompany core technical knowledge are outlined. A working definition of user experience is then described that reflects the recent changes that the user experience role has had in our organisation, with this definition being compared with existing definitions of usability. The paper then concludes with reflections on the UX role within a large organisation, and presents some thoughts on how the UX role could be developed in the future. related context upon individual gaze and action during a collaborative Tetris game. Results show that experts as well as novices adapt their playing style when interacting in mixed ability pairs. We also present machine learning results about the prediction of player’s social context.