Ivanka Majic is a user researcher, service designer and service manager. At the Government Digital Service, she was Service Manager for Digital Marketplace from inception to beta, setting the strategy for a digital product which has continued to deliver savings for government and has since seen £4 billion in sales, with 45% going to SMEs.

Previously, Ivanka was Creative Strategy Lead / Head of Design at Ubuntu, leading its brand and product transformation from open source project to consumer product, and Head of User Research at LBi (now Digitas). She has extensive experience in the UK public sector, working at the Department for Transport, Department for Work and Pensions, the Ministry of Communities, Housing and Local Government, and Brighton and Hove Council.

Ivanka holds a Masters in Human Centred Computer Systems and Degree in Electronic Engineering. She is an Associate at The University of Sussex, teaching User Centred Design to product design foundation students.

Ask Ivanka about:

• Why, when, and how to do user research
• Coaching and training for user researchers
• Balancing user needs with policy aims and limitations of technology