About DAFES AWARDS
We established the international competition program DAFES AWARDS to encourage creative achievements, share experiences and form guidelines for professional development in design, art, fashion, education and business.
DAFES AWARDS is awarded in five profiles, 20 categories and 80 nominations, as well as various partner nominations that we form together with educational and creative institutions.
About the nomination
This category celebrates projects that redefine customer interactions, making them deeper, more emotional, and seamless. Participants innovate new ways to engage users, implementing groundbreaking mechanics that not only simplify interaction but also add value. This is a space where CX becomes a critical competitive advantage.
Key Aspect: The introduction of innovative interaction mechanics capable of radically transforming or enhancing the customer journey.
Terms of participation
Both concepts and projects that have been implemented or published between November 1, 2023, and October 12, 2025, are accepted for professional nominations.
While confirmation of publication or implementation is not required for a project to participate in the competition, the jury may request verification from the competition organizers in disputed cases.
Requirements to projects
Eligible Projects
Omnichannel Interaction Platforms: Solutions integrating various communication channels. AI Solutions for Customer Support: Chatbots, voice assistants, and recommendation systems. Personalization Mechanics: Systems adapting to customer needs. Interactive Interfaces: Designs fostering emotional connections through interaction.
Key Evaluation Aspects
a) Innovativeness of Interaction
Originality and effectiveness of mechanics. Introduction of novel solutions enhancing customer engagement. Potential to set new standards for CX.
b) Personalization of Experience
Use of customer data to tailor interactions. Relevance and adaptability of solutions to user needs. Enhancement of customer satisfaction through unique personalization.
c) Quality of Scenarios
Logic and efficiency of customer journeys. Usability of interaction pathways. Clarity and accessibility of processes.
Evaluation Criteria
Innovativeness of design solution (0–10 points). Development of user scenarios (0–10 points). Quality of presentation (0–10 points). Conceptual depth (0–10 points). Visual style (0–10 points).
Special Recommendations
Focus on creating truly transformative customer experiences. Showcase integration of innovative mechanics into customer journeys. Highlight personalization features and their impact on user satisfaction. Provide clear and detailed documentation of development processes. Explore emotional and behavioral aspects of customer engagement.
Jury
Zakhar Den is the head of the online and offline Design and Programming and Design and Promotion of a Digital Product profiles at HSE ART AND DESIGN SCHOOL.
Inna Dudnikova is the head of the online and offline Design and Promotion of a Digital Product profiles in the Digital Product and Artificial Intelligence program at HSE ART AND DESIGN SCHOOL.
Vadim Bulgakov is the head of the Digital Product and Artificial Intelligence program and the Artificial Intelligence Laboratory at HSE ART AND DESIGN SCHOOL.
Alexander Alekseev is the senior lecturer at the Digital Product and Artificial Intelligence program at HSE ART AND DESIGN SCHOOL.
Registering and uploading a project
The step-by-step way to create an account and create a project on the platform to participate in the contest is described in the instructions.
Stages of the competition
Project submission deadline — October 12, 2025 Voting proccess — October 13 to 19, 2025 Invitation of participants and preparation for the ceremony — October 20 to November 7, 2025
Awarding ceremony
The award ceremony for the winners will take place on November 21, 2025
Contacts