The 7th edition of the UXalliance Masterclass took place in Madrid. Organized by UXalliance with Xperience Consulting and UserZoom, it hosted more than 28 UX professionals from 25 different countries, who shared with the Spanish public their most interesting case studies and most challenging projects. This Masterclass gave the attendees the opportunity to be acquainted with the latest trends and practices in user experience with a focus on digital services and products.