Em started out as a graphic designer working in print and advertising before entering the world of CX, UX and UI. She believes in designing carefully crafted experiences that solve people's problems, based on solid research and informed decisions. Problem solving is a theme for Em, who loves to get the sewing machine out and create custom-made clothes that mash patterns and styles with things she’s spotted on Pinterest. She’s recently expanded her repertoire to making dresses for her baby daughter, but has stopped short of making outfits for her beloved cat Otto. So far.