Sabrina Duda is Head of User Experience at VERJ (LAB Group) in London. She has over 20 years of experience in UX, and is passionate about design and user-centred product development. Sabrina earned a degree in Psychology (Master of Science) at Humboldt University in Berlin, Germany, specialising in Engineering Psychology and Cognitive Ergonomics. In 1999, Sabrina co-founded one of the first usability agencies in Germany, eye square GmbH, and served for over 12 years as a managing director and partner. She led user research and UX projects for numerous blue-chip clients in Europe and the US. In 2015, Sabrina moved to the UK. She uses lean and agile processes, remote user research methods, and the Government Digital Service (GDS) design approach. She is a UXPA International mentor and active in the worldwide UX community. Sabrina frequently writes and speaks about UX.