Barb Backes

Barb Backes is an experienced professional in product research and user experience design, currently serving as Assistant Vice President Product Research Principal at LPL Financial since September 2021. In this role, Barb leads qualitative research to understand user needs and drive long-term product improvements, collaborating closely with various stakeholders. Previously, Barb held multiple leadership positions at LPL Financial, including Assistant Vice President Product Experience Research and Assistant Vice President Product Experience Design, where efforts focused on enhancing the advisor experience and developing product strategies. Prior experience includes roles at Edward Jones, Oracle, Scottrade, PayPal, and GoDaddy, demonstrating a strong background in user-centered design and interaction. Barb holds a Master's degree in Technology Management from Arizona State University and a Bachelor's degree in Commercial Photography from Brooks Institute.