Amy Shore is a Senior UX consultant at Foolproof. She works within project teams, managing and delivering a range of user experience projects. Her focus is around gathering customer insight and developing findings into informed recommendations, which provide value for both clients and their customers. She has years of experience conducting and providing guidance across a range of methodologies. A big part of her role at Foolproof is demonstrating the value of customer research to clients, working with them to integrate the voice on the customer into their projects and demonstrating how a user-centered design approach drives value for both the clients and their customers. Amy’s job allows her to channel her creative skills and natural curiosity to find out ‘why’ into considered design solutions that will ultimately enhance user experiences. Before Foolproof Amy worked for 7 years across a range of roles in the retail industry. Much of the knowledge she gained working with users in the physical environment supports her thinking and approach to digital design challenges.