Lena Egede started her journey wanting to be a journalist, failing to be accepted to the School of Journalism, living out her dreams at university while working as a journalist, realizing that journalism was not her and changing her life to pursue being a UX researcher. As she says, the underlying dream for both professions is still the same - make the complicated seem simple. Lena calls herself "UX consultant" - as people often think she delivers pixel-perfect design when they hear "UX designer". She is known for running workshops at the end of her projects, to show her clients on how to embrace the knowledge found through user research. Lena runs her own consultancy at https://uxfactor.dk You can find Lena on twitter at https://twitter.com/lenaegede