Sara has over 12 years of experience in human factors and design research applied to industries such as Medical, Automotive, Consumer Goods, Defense, and Web and software applications. She has led in the development and execution of research conducted in all parts of the design process from idea generation through final concept validation testing and specializes in front end generative research as well as early concept evaluation. Her background in both psychology and user design helps her navigate the balance between the needs of the user and design innovation.