Loba van Heugten has more than 15 years experience within UX. Specialized in Design Research and Service Design the curiosity to understand the motivation and context of the end-users is a key driver. It is all about turning complex and detailed user insights into the business outcome that will support the strategic goals of the business. Loba collaborates pro-actively with stakeholders to funnel insights directly into the development processes often through wireframes to frame the dialogue in a tangible direction. Loba's international experience on user research and UX/design has given her a solid foundation. She taught for 2 years at university, she worked for 2 years in an international agency in London, she worked for 8+ years in-house and 2+ years as Head of UX and insights. She has worked for big international companies such as Microsoft and Nordea (large Nordic bank). She is currently working in a big pension company applying Design Thinking methodologies and presenting the research she did on chatbots on the latest EuroIA18 in Dublin - Irland.