Sabrina Majeed came to MEX in September 2012 to share practical lessons for building context aware digital experiences. Using knowledge acquired during her time working on social TV start-up Miso, Majeed’s session explores different methods of understanding user context and, crucially, how to build a user experience which succeeds even when very little is known about user behaviour. She describes her principles of building context aware experiences which gradually enhance, rather than trying to know everything about the user immediately.