Mbuso Mabena
I design digital experiences by mapping the space between culture, behaviour and interaction.
My work often lives at the intersection of UX, creative storytelling and brand experience — translating big ideas into things people can actually use.
Along the way I was ranked #1 Information Architect & UX Designer in EMEA at the Loeries (2022).
Work
Projects where culture, technology and storytelling came together
How I Work
Every project usually starts with one question: What behaviour are we trying to create?
I like designing things that feel like they belong in people's lives — not just on a screen.
That usually means thinking beyond interface design and into moments, behaviours and systems.
Looking at Digital Work Through a UX Lens
Notes from judging the IAB Bookmark Awards Builders Panel.
Savanna — Dry January
What worked
The campaign translated Savanna's dry humour into a simple interaction that felt culturally natural.
What could improve
Some steps between entry and reward slowed the interaction slightly.
UX Takeaway
When humour is the hook, the interface should stay lightweight.
KFC — Block Booked
What worked
The campaign tapped into a real workplace behaviour — lunch breaks getting swallowed by meetings — and cleverly used the calendar as the interaction surface. By letting users 'block book' their lunch, the experience turned a daily productivity tool into a brand touchpoint.
What could improve
The experience relied on users leaving their normal workflow to use a browser tool. Deeper integration with native calendar apps could have made participation even smoother.
UX Takeaway
Some of the best brand experiences work by plugging into tools people already use, rather than asking them to adopt something new.
City Lodge
What worked
The platform prioritised efficiency and reduced friction in the booking journey.
What could improve
Opportunities exist to add more emotional storytelling moments into the experience.
UX Takeaway
Service design works best when efficiency and emotional experience work together.
How I Turn Ideas Into Experiences
Good ideas rarely start with screens. They start with culture and behaviour — what people are doing, saying, joking about, or struggling with. From there the interaction is designed to bring the idea to life.
Sometimes that becomes an app. Sometimes a campaign. Sometimes something in between.
Culture
Understanding what people are doing, saying, and struggling with
Insight
Finding the human truth that connects to the brief
Interaction
Designing the moment that brings the idea to life
Technology
Choosing the right tools and platforms
Experience
Creating something that feels like it belongs
Who's Maps?
I produce Digital and Online content, as well as User-focused design for multiple clients. As a Digital Creative, I am responsible for the design of Digital concepts and application of Digital elements into multiple Campaigns and Brands.
Currently Group Head Designer at VML South Africa. Previously at Grey South Africa, TBWA, Joe Public, Roering Creative Kin, and Edelman SA.
My work spans multiple disciplines — always starting with understanding people and ending with experiences that actually work.
What I do
Previously worked with
VML · Grey · TBWA · Joe Public · Edelman
Things I'm Proud Of
#1 Information Architect & UX Designer
Loeries EMEA Rankings 2022
Top 25 Digital Rising Star
Digital Confex 2024
Gold — Effie Awards
Savanna 'Spice' Campaign 2023
Silver — Best Technical Innovation
New Gen Awards 2023
Silver — Digital Website
GUGU Voice Assistant · Loeries
Bronze — Film
Chakalaka Norris · Loeries 2022
For the full list, see my LinkedIn profile.
Nice things people have said
"Mbuso has the ability to move effortlessly between concept, design and execution — turning complex creative challenges into clear, effective experiences."
Fran Luckin
CCO, VML South Africa
Get in Touch
I'm always interested in hearing about new projects and opportunities. Whether you have a question or just want to say hi, feel free to reach out.
mabena87m@gmail.com