Flora has spent over a decade building digital services for the public sector, largely the NHS. She’s an expert in creating complex health-focussed digital services that work for diverse group of specialist users, from people with complex diseases to clinicians working on cutting edge genetic science. She is a Design Director at IBM leading the Experience Design team for Healthcare and Life Sciences. Flora also has academic experience as an Honorary Research Fellow at Loughborough University, and regular guest lecturer at numerous universities including University of the Arts London, Cambridge University and Università Campus Bio-Medico di Roma. Flora is passionate about evolving the digital technology landscape and workforce, supporting a diverse group of creators to innovate new and inclusive solutions to problems.