As an industrial designer, I realise design is not just what a product looks and feels like, design is how it works. User Experience Design allows me to connect with users beyond their physical interaction with the product by methodically exploring deeper into their minds. By having an empathetic relationship with users and iterative designs process, I can create a product that works better for them. My experiences in leadership, business development and strategy give me a powerful perspective on effectively aligning User-Centered Design with business needs.