Ella is a researcher, strategist, and product leader who has been helping to drive customer impact at Optimal Workshop since 2020. Before that, she assisted big Kiwi and Australian companies create customer-first digital strategies and embedded UX research at one of New Zealand’s best digital agencies. Beyond Optimal, Ella loves being an amateur futurist, building giant Lego sets, and pursuing post-graduate study in innovation at Oxford’s Säid Business School.