For 15+ years Barbara has helped organizations understand the importance of UX and adopt the discipline in meaningful ways. Her framework is focused on innovation, design, and most of all the magic ingredient—people. Barbara has had the privilege of hiring, managing and mentoring UX teams comprised of designers, researchers and developers. By integrating insights from quantitative and qualitative research, she devises creative strategies and makes decisions that improve critical business metrics. With simplicity at the core, Barbara has designed and launched award-winning experiences across various verticals.